Just yesterday I had lunch with an old marketing friend that had retired from a large B2B manufacturer in Michigan. To protect the innocent I will just say this manufacturer is a market leader in their respective niche. They do about 70 million is sales, and feature long sales cycles. Their products are typically large capital expenditures. If you are a regular reader of my blog, I know what you are thinking. “Hummm…sounds like an ideal candidate for content marketing”.
My friend went on to tell that they actually started some content marketing (some call this inbound marketing) by launching a blog. However the President took it down after a few months because it was eating up resources and he did not see any results.
“Are you kidding me”…I blurted. Continue reading “Are industrial internet marketers stupid or ignorant about their go-to-market strategies?”