Episode 43 - Industrial Sales and Marketing are Undergoing a Massive Change, and Ed Marsh explains why manufacturers need to adapt.

Summary

In this episode, Ed Marsh discusses the secular changes occurring in B2B buying and their implications for industrial marketing and sales.

He emphasizes the need for adaptation in response to gradual shifts in buyer behavior, driven by technological advancements, the internet, and the impact of COVID-19.

The conversation explores the evolution of marketing and sales, the changing dynamics of decision-making processes, and the challenges faced in digital marketing.

Ed advocates for a rethinking of marketing strategies and a transformation in sales approaches to meet the demands of today's buyers and ensure future success.

Takeaways

• Secular changes in B2B buying require adaptation in marketing and sales.
• Understanding the difference between cycles and secular trends is crucial.
• The internet has fundamentally transformed how buyers seek information.
• COVID-19 accelerated the adoption of digital sales and marketing technologies.
• Decision-making in companies has shifted to committee-based processes.
• Buyers are overwhelmed with content and prefer un-gated information.
• Traditional SEO and content marketing strategies are becoming less effective.
• Sales teams need to build relationships rather than just react to inquiries.
• Investing in training and development for sales teams is essential.
• Companies that adapt early will gain a competitive advantage.

Takeaway Quotes from Ed Marsh

• "Waiting for buyers to find us is futile."
• "Buyers are overwhelmed with content."

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

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