Category: Sales and Marketing

CHOOSE YOUR BATTLES: PRACTICAL TIPS FOR PRIORITIZING YOUR DIGITAL MARKETING EFFORTS.

Marketing hasn’t changed much since the term first appeared in dictionaries in the late 19th century. It’s still about getting stuff from the people that make it to the people willing to buy it. But what has changed—many, many times—are the tactics employed by those of us in the ever-evolving marketing profession. In the last […]

THINGS THAT CAN TURN YOUR CUSTOMER JOURNEY INTO A DEAD END.

The quest for a better Customer Experience has produced solid results for many brands. And in most cases, that means an improvement in sales. It can be in the form of new sales, repeat sales, or increased sales volume from existing customers. Either way, sales is the metric that’s making management happy. All this is […]

<strong>YOUR DEALERS ARE WAITING TO HEAR FROM YOU. (TRUST ME ON THIS.)</strong>

For B2B brands, it’s important to keep your dealers close. After all, they’re the ones representing your brand and promoting your products or services to customers. You can’t afford to have them feel ignored, preached to, or taken for granted. That’s why actively investing in your dealer relationships is so important. It’s crucial for the […]

Help your dealers deliver value, not just transactions.

In the current business climate, there are a lot of conversations around delivering value. But let’s take a step back and ask an important philosophical question: What, exactly, is value in the context of brands and their independent dealer channel? Sure, brands want dealers to succeed. But what is required for success has changed drastically. […]

So you think it’s time for a rebrand? Not so fast.

It’s a conversation that comes up on a regular basis. A client says, “we need to rebrand our company.” To which I reply, “are you sure?” You’d think that as a creative agency, I would simply dive in and push for budget approval. But a rebrand is often ill-advised. I’ll outline the pros and cons, […]

IN DEFENSE OF SALESPEOPLE.

Sales may not be on your resume, but it’s part of every marketer’s job. I came to a couple of conclusions early in my career that have served me well. We’re all selling something. The best salespeople solve problems. Salespeople get a bad rap. They’re punch lines, the butt of jokes, and typically reduced to […]

Mack Trucks Radiator Campaign <br> gets 98% Dealer Approval

Challenge Mack Trucks had to repair more than radiators. They needed to repair relationships with their dealers, too. Due to some supply chain issues, dealers had experienced delays in radiator shipments that made business challenging. Though the issues were quickly resolved, the trust was still a little damaged and more work needed to be done. […]

Dex Eaton Authorized Rebuilder Campaign Exceeds <br> All Sales Goals with 1,250% ROI

Transmission repair

Challenge DEX Heavy Duty Parts is the nation’s largest supplier of renovated, recycled, and surplus truck parts. They had recently earned the elite designation of Eaton Authorized Rebuilder. This created some opportunities to expand the DEX customer base of dealers and independent repair facilities. It also presented challenges. Since DEX had fewer distribution centers than […]