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The Importance of Personas in Industrial Marketing In a digital world of personalized customer experience, knowing your audience is vital to a growing, thriving industrial brand. Selling a product may be the most important part of your company’s profit margin, but understanding the individuals who investigate, research, and purchase from your company is the foundation.

Marketing in today’s digital world can be a challenge for manufacturers, many of whom rely heavily on traditional marketing such as trade shows, catalogs, printed spec sheets, and in-person sales calls. While those tools may remain an important part of your manufacturing lead generation arsenal, there is no denying more and more deals are closing thanks to digital efforts, including marketing automation.

No sales - no business. Weak sales – anemic business. Sales is the life blood of business. When sales aren’t what you think appropriate, how does a business owner or sales leader figure out why. This article provides the top 3 reasons, in priority order, sales teams don’t meet their full potential, and provides suggestions for resolution.

A very popular sales book on the market right now is The Challenger Sale by Matthew Dixon and Brent Adamson. Its popularity is based on two things. First, the theories in the book are based on a very large data set - the actual performance of thousands of B2B salespeople. Second, the theories break through traditional thinking about which type of salesperson performs best in a relatively complex selling environment.