Marketing Is Not Guesswork
Years ago, back in the 1990s when our companies began as JMS Consultations, marketing and advertising often felt like a guessing game—and, admittedly, it was a lot of fun. In many cases, it was more creative than strategic.
We looooooved the glossy flyers and clever ads our agency created to promote itself. They were designed to grab attention, showcase creativity, and make some noise. We were proud of the work—and rightly so—they generated lots of industry awards, but much of it was not built to reach a specific audience or generate qualified leads.
Today, manufacturers cannot afford marketing that is simply decorative or attention-getting. They need marketing that supports measurable business goals.
Marketing Is Not Guesswork
B2B companies do not need to make more noise. They need marketing that helps move the business forward.
That might mean:
- Generating more qualified RFQs
- Improving visibility for a core capability
- Supporting a new product line or expansion into a new market
- Recruiting and retaining skilled employees
- Strengthening trade show follow-up
- Creating a website salespeople are confident and proud to share
- Developing a clearer message for engineers, purchasing teams, and business owners
- BUILD CREDIBLE DATA!
There is no one-size-fits-all approach. A contract manufacturer, precision machine shop, metal fabricator, finishing company, automation integrator, and industrial service provider each have different audiences, sales cycles, capabilities, and business priorities. They should not all use the same message, tactics, or marketing channels.
Before investing in another brochure, ad campaign, website feature, email, or social media post, start with a more important question:
What business results do we need marketing to help produce?
The answer creates direction. It helps determine the right audience, message, channels, content, and measures of success—and it makes every marketing dollar work harder.
Don’t hesitate to reach out for solutions. We can help.