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Real Solutions for Today's Industrial Marketer
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.
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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.
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.
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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.
Numbers Don't Lie
In manufacturing, mathematics is a defining element. In fact, much of the innovation that manufacturing has introduced is the result of a solid foundation in mathematics. Mauricio Pineda, Associate Editor of Modern Machine Shop Mexico writes about how mathematics is fundamental to information analysis in manufacturing.
Teaching an Old(?) Dog New Tricks
You’re never too old to learn something new. Cara Decknadel, Digital Editor for MoldMaking Technology and CompositesWorld, writes about the importance of hobbies and challenging yourself.
Reasons to Add Podcasts to Your Marketing Mix
Elevate your brand’s credibility and influence through the human voice of podcasting.
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.