Lead Generation

4 Ways You Can Effectively Target Your B2B Audience

In order for your B2B marketing strategy to be successful, it must be geared toward lead generation. In fact, 85 percent of B2B marketers state that their main priority is to generate leads. Creating a successful B2B marketing strategy is hard work, especially if you don’t know how to reach your target audience and give…

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Attracting the Right Customers to Your Trade Show

  Whether your business is to sell cleaning products or dog treats trade shows can be an effective way to introduce your product to distributors that can help your products gain popularity and bring about success. But just acquiring space in a convention center is not enough to make sure that the right people are…

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Take Your B2B Offense Up A Notch

How to Create Effective Presentations and Repurpose Content   I am a big Kansas City Royals fan, and I love the game of baseball. The other day while I was watching a game, I realized just what it was that made the Royals such a relentless team. Although it may be better known for its…

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Separating Media Usage Fact from Fiction

New Media Usage Surveys Provide Insights into the State of Marketing   With all the marketing-related tips, tricks, and think pieces floating around the internet, it can be difficult to separate fact from fiction. Whether it’s in the realm of B2B, B2C, content marketing, or any other subset of marketing, you’re bound to find a few…

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Content Marketing & SEM: Stats Any B2B CMO Should See

Why Content Marketing Should Be Part of Your Digital Strategy   Content marketing. Heard of it? If not, you probably haven’t been reading much Navigate-the-Channel. We’ve spoken a lot about how content is an incredibly effective B2B strategy to provide more information to customers at the early stages of their buyer’s journey, establish companies’ trust…

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When Selling Building Products, Opt for Simple

Lessons Learned from the 2016 ISC West Show   As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for…

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Lessons From The Builders’ Show

An Open Letter To Trade Show Exhibitors Dear Friends, According to the Convention Industry Council, trade shows added more than $280 billion to the U.S. economy in 2012, drawing more than 225 million participants. That’s a staggering set of figures and it underscores the importance these shows play. As marketers, we all know exhibiting at…

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It Works If You Work It

3 Reasons Networking in the Building Products Industry Helps You and Your Business Guest Contributor: Lexi Copeland, Account Coordinator After moving from western Kansas (shout-out to Hays, America) to Kansas City more than two years ago, I initially felt like a very little fish in a very big pond. Starting off my career, I wasn’t sure…

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6 Trade Show Marketing Do’s & Don’ts

Building Products Marketers, Take Note. In the world of building products marketing, trade shows are a big deal. (Don’t believe me? My business partner and I have only been blogging about it here, here, here, here, and oh yeah, here.) There is perhaps no more important trade show for building products marketers than the International…

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10 IBS Insights You Need to Know (Part 1/2)

Part One: 5 Building Products Marketing Lessons from IBS 2016   This year, several members of the ER Marketing team and I attended the annual International Builders’ Show (IBS) and KBIS in Las Vegas, NV. As anyone who has ever attended can attest to, this is a big event that can be overwhelming. We’re not…

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