Oct 23, 2017
Guest: Tom Repp, Owner and
Principle of The Repp
Tom and I made these predictions back at the end of December.
There's only 2 months left this year, how are we doing so far?
Tom Prediction 1 - In each mfg.
sector there will be one company that will emerge as brand leader
by virtue the fact that they hired a marketing
evangelist that knew how to leverage the web for
brand awareness & lead generation. [3:20]
- Tom also talks about the idea of content saturation to get
first page results on the SERP.
- Manufacturers who embrace this idea and develop educational
content will emerge as winners in their markets while others may
languish and, perhaps, even perish.
Bruce Prediction 1 - The idea of
increasing sales by sharing expertise will start to
accelerate. I’m starting to see it more often. For example,
manufacturers will catch on to the power of producing useful,
helpful content that is about the problems of the people in the
target audience and not so much about themselves. [8:30]
- Bruce cites CMI research that
demonstrates a high usage of content marketing. Manufacturers who
adopt this concept will beat the others, but the train is leaving
the station. Now is the time to get on board and start sharing
Tom Prediction 2 -
Manufacturers will budget & hire digital
marketers rather than another traditional sales
- Manufacturers will understand that they get higher ROI by
hiring a digital marketer than by hiring a sales person. Marketing
must lead the engagement where sales works on the lower funnel.
This is another reason for the huge opportunity because most
manufacturers will not catch on to this secret.
- Check out Tom's blog post "Fire a sales person and hire a
Bruce Prediction 2 - Manufacturers
will start to realize that they can gain significant advantage by
shifting their mindset from sales oriented to marketing oriented
go-to-market model. Their buyer’s behavior has changed. Buyers want
to learn and self-educate first. This is a paradigm shift
that will get significant traction with manufacturers during 2017.
- Is there a stigma attached to the term "marketing" or a
preconception for the marketing function? That will
- Teach first, pitch later.
Tom Prediction 3 - Millennials will
start to take over buying decisions and also ownership (i.e. off
spring) of many of these industrial companies...thus accelerating
the shift to online branding and marketing. [20:15]
- Millennials are telling their parents and grandparents in
family owned manufacturing business that getting on board with
a digital marketing mindset is a must for
Bruce Prediction 3 - Social media use
a a tactic or channel for manufacturers (B2B) will decline in 2017.
- Two big problems with social media; it's hard to prove
attribution to social media and getting attention with social media
is pay for play on all major channels.
- Manufacturers will start to realize that the resources they are
pouring in to social media just isn't paying off.
- Tom's takeaway - here's a way to get proof. Type in the word
'allintitle: (your keyword)' to see the results of your competitors
websites. If the number is under 10,000, then if you build
content around those keywords you can get your company on page 1 of
the search engine results within weeks.
- Bruce's takeaway - Before any of the manufacturing marketing
predictions can happen for your company, check in on your
fundamentals of marketing. If you don't have a proper, full
marketing plan, step back and get it done. It will pay off big-time
for your business and it will help advance your marketing function
within your manufacturing company.