Brian Denning, Ph.D.

◾Seven Reasons to Strengthen Your Customer Benefits Focus◾ When marketers focus on products instead of benefits, they may get blindsided by new rivals or miss new product opportunities. By @allenweiss & Deborah J; via MIT Sloan Management Review #Marketing #Customers #MarketingStrategy https://cstu.io/281944

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After 16 months of sustained contraction the March Purchasing Manager’s Index came in at 50.3% (FYI: anything above 50% is growth, below is contraction) indicating manufacturing economic activity expanded for the first time since September 2022. Timothy Fiore, chair of the ISM’s manufacturing business survey committee commented, “Demand remains at the early stages of recovery, with clear signs of improving conditions.” #manufacturing #supplychain #PMI #economicoutlook #growth

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Chat Marketing Strategies In Product Launch To Supersize Your Business! Pop in here every day for a dose of different business building perspective: https://lnkd.in/e7vR9P9 #supersizeyourbusiness #supersizebusinessstrategy #chatmarketingstrategies #productlaunchstrategies https://lnkd.in/g_32yXa2

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It was an honor to be on stage at MTForecast in Chicago last week, put on by AMT - The Association For Manufacturing Technology. The event was filled with prescient insights from a wide variety of manufacturing leaders and economists about what's on the horizon in the manufacturing sector – particular from an economic forecasting perspective. My session was titled "How to Adapt in a Changing B2B Manufacturing Buying Landscape". Here are a few key takeaways from my talk: ⚙️ 1. The B2B manufacturing buying landscape has changed. Relying on relationships, referrals and repeat business alone is not enough anymore. The buyer has changed and so has the way they buy. ⚙️ 2. This moment in time presents a fork in the road. You can either keep doing the things you’ve been doing for years. Or – you can recognize the shift and adjust your go-to-market strategy accordingly. ⚙️ 3. Start with the end state. An effective marketing program is reverse engineered from the business outcomes you need to achieve (not built from a bin of tactical darts you could choose to throw). ⚙️ 4. Focus matters. Positioning your business as doing everything for everyone will create the perception that you’re an expert solution provider for no one. ⚙️ 5. Let real customer insights guide you. Rather than making assumptions about what matters most to your audience, collect customer insights to guide your messaging and content strategy. ⚙️ 6. Tap into the brains of your experts. Leverage the knowledge and expertise of your deep subject matter experts to drive messaging and content that will resonate with your audience. ⚙️ 7. Don’t sit back and wait for your future customers to find you. Relying on Google to send you leads is a passive, uphill battle that’s becoming harder and harder to win. Learn where you can reach the buying process influencers at the right companies. Then proactively go out and precondition them at scale, in places where they already spend time and consume information. ⚙️ 8. Define marketing success at the outset. Create alignment between leadership, sales, marketing and other key stakeholders in your business about what the big picture, long-term goals of your marketing program should be. But also agree upon the shorter-term KPIs that will tell you when you’re on (or off) track. Look at those reports at least monthly and make adjustments as you go. #manufacturing #industrialmarketing #b2bmarketing

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◾When Expanding into a Foreign Market, Your Outsider Status Is a Competitive Advantage◾ By embracing a nuanced approach that acknowledges and leverages foreignness, companies can not only navigate but thrive in unfamiliar territories. By Lele Sang; via Harvard Business Review #GlobalStrategy #Growthstrategy https://cstu.io/247aa4

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Are You Using Social Proof To Supersize Your Business? Pop in here every day for a dose of different business building perspective: https://lnkd.in/e7vR9P9 #supersizeyourbusiness #supersizebusinessstrategy #socialproofstrategies https://lnkd.in/gqK-Bb3U

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8 Supersize Resilience Strategies To Supersize Your Business! Check in here every day for a dose of different business building perspective: https://lnkd.in/e7vR9P9 #supersizeyourbusiness #supersizebusinessstrategy #supersizeresiliencestrategies https://lnkd.in/gVDN_9Gh

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One solution could lie in leveraging innovative production technologies. For example, our 3D knitted upper production technology significantly reduces labor costs by up to 70%, enabling new manufacturing hubs to ramp up production more efficiently and affordably with ZERO waste. This could be a game-changer for emerging markets, helping them overcome traditional barriers to entry like high labor costs and the need for extensive workforce training.

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Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research in Marketing for Manufacturers - Industrial Growth Institute Podcast Episode # 26 with Ed Marsh Summary Douglas Burdett, host of the The Marketing Book Podcast, shares insights on cutting through opinions and finding the right path to predictable revenue growth. He emphasizes the importance of understanding customers and solving their problems, rather than focusing solely on advertising. Burdett recommends books like 'Bullseye Marketing', 'Lean Marketing' by Allan Dib, 'Smart Marketing for Engineers' by Rebecca Geier, 'Content Marketing Engineered' by Wendy Covey, 'They Ask You Answer' by Marcus Sheridan, 'Humanizing B2B' by Paul Cash, and 'Buyer Personas' by Adele Revella as essential reads for B2B industrial business owners. In this conversation, Douglas discusses the power of understanding your customer and the importance of sales and marketing alignment. He explores: - the value of creating buyer personas through qualitative research and customer interviews - his preference for reading hardcover books and the process he uses to take notes - insights on the use of AI in marketing and cautions against outsourcing the entire marketing function - focusing on practical resources such as podcasts, YouTube channels, and blogs - the importance of innovation and marketing in business. Takeaways - Cut through opinions and focus on understanding customers and solving their problems. - Avoid starting with product features and instead focus on understanding customer stresses and friction. - Understanding your customer is crucial for effective marketing. - Sales and marketing alignment is essential for business success. - Creating buyer personas through qualitative research and customer interviews can provide valuable insights. - AI can be a powerful tool in marketing, but it should be used strategically and with clear direction. - Focus on practical resources such as podcasts, YouTube channels, and blogs for ongoing learning and professional development. - Innovation and marketing are key drivers of business growth and profitability. Takeaway Quote from Douglas Burdett "The closest thing to [the secret sauce] is understanding your customer." Chapters 00:00 Introduction to Douglas Burdett and the Marketing Book Podcast 07:35The Difference Between Advertising and Marketing 15:09 The Biggest Misconception About Marketing for Mid-Sized Businesses 19:27 The Importance of Sales and Marketing Alignment 27:01 Douglas Burdett's Journey into Podcasting 32:05 Essential Books for B2B and more!

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What's SHE Up To Now Day 2352? Financial Growth Options And Content Marketing Strategies! Drop in to get the real scoop--the good, the bad, the ugly, the truth (well my truth anyway). https://lnkd.in/eNn4b3Q #financialgrowth #financialgrowthoptions #contentmarketingstrategies https://lnkd.in/g2nMCccf

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