by Maria Batt | Jul 14, 2026 | Marketing Strategy
Article Summary B2B manufacturers collectively spend billions annually on trade shows — booth fees, travel, hotel, staffing, collateral, and logistics — and the vast majority of them have never measured that investment against a serious counterfactual. The trade show...
by Maria Batt | Jul 9, 2026 | Marketing Strategy
Article Summary Mid-market manufacturers consistently underfund digital marketing — not because the revenue doesn’t support it, but because the budget conversation starts with the wrong question. The standard framing is: how do we find new money for marketing?...
by Maria Batt | Jun 17, 2026 | Marketing Strategy
Article Summary Omni-channel marketing delivers measurably better revenue for B2B companies — McKinsey’s B2B Pulse research shows integrated omni-channel programs produce revenue growth at 2.5 times the rate of companies running disconnected channel strategies....
by Maria Batt | May 26, 2026 | Marketing Strategy
Article Summary Omni-channel marketing for manufacturers is widely misunderstood and even more widely misexecuted. Most mid-market B2B manufacturers believe they have an omni-channel strategy because they maintain a presence across multiple digital and in-person...
by Maria Batt | May 19, 2026 | Marketing Strategy
Your Pipeline Isn’t Soft. Your Sales Team Is. Picture the scene every marketer running manufacturing lead generation knows by heart. Marketing just wrapped a campaign that pulled in 400 leads from a trade show, paid LinkedIn, and a gated ROI calculator. Three...
by Maria Batt | May 5, 2026 | Marketing Strategy
Manufacturers Aren’t Failing at Email Marketing. They’re Failing at Saying Anything Worth Reading. Manufacturers love a scapegoat, and lately Email Marketing has been taking the fall. We hear it constantly from companies struggling to see results from their Email...