Kate McPolin
Kate is a copywriter specializing in B2B marketing. In the summer you can find her boating on Lake Michigan; in the fall, cheering on Ohio State football; and during the winter, counting the days til boating season starts again.
Are you neglecting your biggest growth opportunity?
In business as in life, healthy relationships are worth nurturing. Humans tend to be more receptive to people and organizations they know, like, and trust, whether as consumers or when making purchasing decisions on the job. With a positive, mutually beneficial relationship in place, customers are more likely to remain ...
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The Differentiation Difference: Marketing for Commodity Manufacturers
All marketers benefit from branding that clearly communicates what they have to offer and differentiates them from their competition. If you’re a manufacturer selling a so-called commodity product, that goes double for you. In spite of the ‘commodity’ label, any product or service can be differentiated. (Twenty years ago, would ...
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Using surveys to inform your strategic marketing plan
A strategic marketing plan is key to ensuring that a manufacturer’s marketing efforts will yield positive ROI and support business goals. But before you can develop that plan, research is required to provide a deep understanding of your customers, competition, and market, and how they interact with your brand.
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Using Digital Ads to Attract Qualified Leads and Skilled Employees
What do qualified leads and qualified job candidates have in common? They’re both elusive breeds that can seem increasingly difficult to attract. This is especially true of prospective employees, as local experts predict a continued talent shortage and tight skilled labor market for 2020.
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