Sales & Marketing

  • The SEO Arms Race: How to Get Your Website On Page 1 of Google

    The SEO Arms Race: How to Get Your Website On Page 1 of Google

    Search engine optimization (SEO), as technical as it sounds, is critical for a distributor to be found online. In fact, a search engine like Google is where most customers are starting their searches for products, services, or suppliers, according to our ongoing survey of more than 10,000 end users across distribution segments.

  • Persona Marketing: Know Your Customers, Target Your Messaging – and Grow Your Sales

    Persona Marketing: Know Your Customers, Target Your Messaging – and Grow Your Sales

    We’ve seen a strong correlation between companies that are high-performance marketers and those who target their marketing efforts to roles or personas within their customers’ organizations.

  • Symptoms of a Failing Value Proposition in B2B

    Symptoms of a Failing Value Proposition in B2B

    An effective value proposition defines the benefits of your company’s products and services – and makes clear how your company is different from the competition. A good value proposition can drive very real bottom-line results.

  • Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation?

    Marketing to Millennials and Gen Z: Have You Adapted Your Marketing for the Next Generation?

    The truth is: The “next” generation is here now. The oldest Millennials are 36; many are moving into or are already in decision-making positions. Distributors must change their marketing approach – whether they’re ready or not.

  • State of Distributor Marketing, Part 2: Right People, Right Message

    State of Distributor Marketing, Part 2: Right People, Right Message

    Adjusting their marketing strategy and tactics in response to a generational shift in which millennials are already the largest age segment in the workforce and the following generation, Gen Z, is growing rapidly.

  • The Benefit of a Strong Value Proposition: More to the Bottom Line

    The Benefit of a Strong Value Proposition: More to the Bottom Line

    To set themselves apart, distributors need a strong value proposition. It’s not just about pretty words on a website. A strong value proposition can drive real bottom-line results for your distribution business through.

  • Research: Distributors Are Heading in Right Direction for Marketing

    Research: Distributors Are Heading in Right Direction for Marketing

    Traditionally focused on field sales, distributors have not historically been strong in marketing capabilities. But as customer demographics change, how distributors market has become increasingly critical to long-term survival. Because if distributors don’t keep pace with how customers want to shop and buy – which is largely electronic – they’ll lose ground against the competition.

  • Multichannel vs Omnichannel: What’s the Difference?

    Multichannel vs Omnichannel: What’s the Difference?

    What’s the difference between omnichannel and multichannel? The difference is subtle: Omnichannel is really an integrated version of multichannel. In other words, the customer’s experience is the same no matter how they interact with your business.

  • The Cost of Not Knowing the Voice of Your Customer

    The Cost of Not Knowing the Voice of Your Customer

    Each distributor must strike the right balance to meet their customers’ needs. The risk is too great to get the resource allocation between field sales, inside sales, customer service reps and electronic channels wrong. No distributor can afford to use a one-size-fits-all strategy anymore.

  • Is Your Value Proposition Just Another ‘Me-Too’?

    Is Your Value Proposition Just Another ‘Me-Too’?

    If when you see the phrase “value proposition” you think: “Yes, we have one already. We provide great customer service. We’ve been in business for 75 years, and we have the best product,” then you may want to rethink where you stand.