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Real Solutions for Today's Industrial Marketer
Show Them How It Works
A goal to “make more video” falls short of an effective video strategy. Manufacturers are drawn to specific types of video. So choosing the right kind of video that earns the most attention will deliver the strongest return. Fortunately for you, we’ve already asked manufacturers what they want to watch.
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The Right Distribution For Your Video
Debi WilliamsNot all channels are equal when it comes to distributing your video. Here we introduce Gardner Business Media’s suite of video products and provide guidance on the types of video content that work best with each.
Brand Awareness, Lead Generation, and a Balanced Marketing Strategy
Debi WilliamsMarketers are continually under pressure to prove out their marketing spend with measurable results.This pressure can lead marketers to think they have to choose one strategy or another based on what’s going to show the fastest outcome. In reality, marketers should consider how practices such as brand awareness and lead generation can work together for an overall balanced marketing strategy.
Buyers Are Turning to AI for Product Research. Does Your Marketing Put Your Brand in the Right Place?
The 2025 IBI survey asked industrial buyers about AI's role in their product research. The results reveal a buyer who is cautiously engaging but a shift is happening fast and marketers should be prepared.
10 Things The Industrial Buying Influence Data Has Taught Us About Marketing to Manufacturers
There’s no denying that buying and selling strategies have evolved over the last decade, but a few common themes have held strong. We’ve compiled the last four years of Industrial Buying Influence data to uncover trends in how manufacturing professionals discover, evaluate, and purchase capital equipment. Here are the ten findings that should change how every industrial supplier thinks about their marketing.
What Makes a Dedicated Email Work?
Alex LytleWe looked at over 150 dedicated emails (or “ePrints” as we refer to them at Gardner Business Media) sent across all of our brands over the last year to see what separates the high performers from the ones that get opened and forgotten. A few clear patterns emerged.
How ISCAR USA Turned One Great Piece of Content into a Full-Funnel Campaign
Alex LytleA look at how we captured qualified leads for a leading cutting-tool manufacturer, then kept its brand in front of them everywhere they went next.
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Events and the Industrial Purchase Process
In this first of a multi-part series examining trends, tactics, and takeaways revealed in the Industrial Buying Influence report, we look at the role of events in the industrial purchase process and share strategies and best practices for finding the biggest ROI from your event marketing strategy.
Insights That Inform: The Power of Partnership
Jan SchaferCanon Virginia, Inc. and Gardner Intelligence joined to gain insights to what partnership means and how to develop beneficial partnerships that flourish.
Five Tools to Improve Your Webinar Audience Engagement
Learn how to boost engagement in your webinars to keep your audience tuned in and connected to your message. Abby Hull, director of digital products, reviews five tools you can use today in your broadcasts.
Veteran Marketers Know How Print Plays in Their Plans. Do You?
There’s more than enough research showing print engenders higher recall and a satisfying social effect with readers.
Communication That Seems Obvious Isn’t
Fix your sales and marketing alignment problems with this not-so-obvious answer: Better communication.
Lead Gen Advice for Industry
Lead Generation Ideas for Your Marketing
Looking for new ways to generate leads for your business? The Giraffe Social Media team compiled a listing of five top lead generation sources which could help you better target your outreach and promotional efforts.
Get the Most from Pre-During-Post Trade Show Exhibiting
Trade show exhibit managers may increase their role in their company by implementing industry proven changes and managing their entire trade show program.