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The Best & Worst Industrial Marketing Practices:
How to Accelerate Profitable Top-Line Growth |
- Why Everyone is in Marketing: How a market-driven industrial company operates and why general management buy-in is key
- Segment Industrial Customers: How to correctly define, evaluate and select industrial market segments, sub-segments or applications
- Assessing Industrial Markets: Gather the right facts about markets, customers and profits, and then align your company to serve the most attractive segments
- Customer Value Marketing: Identify and quantify customer benefits and develop sound customer value propositions that make or save users money
- Couple Marketing and Engineering: Get R&D and engineering on the marketing team to identify important unmet needs, develop robust solutions and align other functions
- Know Your Costs and Margins: Cost-profit information you need before making pricing, investment, and resource allocation decisions
- Price for Customer Value and Profit: Document the economic and intangible benefits that customers receive and price by value-in-use, not only cost-plus
- Developing Application Stories: Customers need reference points, testimonials, and documentation from progressive users, lab tests and field trials
- Industrial Product/Market Launches: Effectively launch new products as if they were perishable fruit and with the right communication tools
- Develop a Focused Business Plan: With a cross-functional team, develop a business plan for a market segment that includes a value proposition, strategy statement and implementation programs
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