Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025.

In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates with their audience. As they look ahead, they emphasize the importance of adapting to new tools and trends while maintaining a clear and focused marketing strategy.

Takeaways

• The inbound marketing playbook is evolving.
• Having a well-formed strategy is crucial before experimenting with new tools.
• AI tools can assist in creating more effective marketing strategies.
• Brand differentiation is key in a crowded marketplace.
• Quality of content is more important than quantity.
• Webinars and short-form videos are effective for conversions.
• Companies should focus on their unique expertise to stand out.
• Leveraging customer feedback is essential for brand messaging.
• Maintaining a clean CRM is vital for effective marketing.
• 2025 will require marketers to adapt to new trends and tools.

Resources

• • Connect with Lee on LinkedIn
  • Connect with Wendy on LinkedIn
  • Register for the Industrial Marketing Summit
  • Related Episode: How to Leverage Clean Data and AI for Effective Email Marketing
  • Listen to the Artificial Intelligence Show

Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success.

In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights on the importance of authenticity in social media, particularly on LinkedIn. He discusses his approach to personal branding versus company branding, the strategies he employs for content creation, and the significance of building genuine relationships in sales. Rob also reflects on his personal experiences, including the loss of his mother, and how these experiences shape his online presence and interactions. The conversation emphasizes the need for sales professionals to be themselves and to nurture relationships rather than resorting to aggressive sales tactics.

Takeaways

• Authenticity is key in social media engagement.
• Different audiences require tailored content strategies.
• Building relationships is crucial in sales.
• Personal experiences can enhance professional interactions.
• Humor can make sales approaches more relatable.
• Sales professionals should avoid pitching in initial contacts.

Resources

• • Connect with Rob on LinkedIn
  • Connect with Wendy on LinkedIn
  • Related Episode:The Power of Developing a Personal Brand in an Industrial Sales Role
  • Related Episode: Building A Strong Personal Brand with Chris Luecke

As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions.

Dave Necessary, Executive Vice President of Product Development at Gardner Business Media stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report. Dave's findings emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation concludes with practical recommendations for marketers looking to enhance their outreach and engagement efforts.

Takeaways

• 65% of buyers are open to considering new vendors during the purchasing process.
• 98% of buyers look for alternatives when making a purchase decision.
• The buying team typically consists of three or more members.
• Multi-channel marketing is essential for reaching buyers effectively.

Resources

• • Connect with Dave on LinkedIn
  • Connect with Wendy on LinkedIn
  • Download the Industrial Buying Influence Report
  • Learn more about Gardner Business Media
  • Related Resource: State of Marketing to Engineers Research Report