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Marketing these days is driven by technology. By some accounts there are at least 7,000 marketing tech products out there that can help you be a marketing winner —  or confuse you completely . How can you pick what marketing technologies to invest in that make sense for your particular business, and that will provide the best return on your investment? Before we go further, let me remind you that your customers also are using marketing technology to leverage the terrific sales-inducing printed products you supply to them. So, here’s a hint: Consider what marketing technologies your own customers have invested in and you’ll have an industry-specific guide on building your own marketing technology (martech) stack. For your own martech research, we’ll focus here on one marketing tech resource among others you might want to consider, CabinetM . Whether you’re using an email platform, social media, a content management app, customer identification technology, or a customer relationship …

Today’s inkjet technologies promise efficient production at the speed of light with print quality that gets better and better every day. But how do you sell the benefits of your latest investment to new customers, be it a new market or the next generation of print buyer? It’s honestly not as difficult as you think. Although the “print is dead” mantra was something heard regularly at design and marketing events a decade ago, there’s been a shift in recent years where the benefits of print—from the high average response rates of direct mail to the trusted nature and authority that the medium conveys—have been touted by experts with no affiliation to the print industry. The result? A goldmine of customers with renewed awareness in print that are interested in including it as part of their next omni-channel campaign. Here are a few tips on selling inkjet to the next generation of print buyer: Revolve the conversation around what matters to them. One of the worst experiences for a print …

As an inkjet printing company, your search for new customers needs to be pretty specific. Your prospects should be using printed materials, of course, or at least considering it. And there are probably many other qualifiers you’re using to identify hot leads. One of the most powerful tools for identifying new prospects to target is LinkedIn Sales Navigator , the premium service offered by social media platform LinkedIn. With more than 600 million users, LinkedIn is the world’s largest networking site for business professionals, and with Sales Navigator you can greatly refine your search for likely print service customers. Sales Navigator’s preference interface lets you define your ideal leads. Let’s start simple: Say you want to search for possible leads in the Chicago area; type that in, and select from the choices (i.e., Chicago). You can further restrict your prospect lists to individuals at companies of a certain size, specified annual revenue and industry, and type (public, …

In a previous blog , we detailed the wealth of competitive intelligence t hat is available to aid your marketing efforts , such as data on what potential customers are buying, how competitors are exploiting the markets you’d like to be in, the market segments that present growth opportunities , and more. Here, we’ll take a look at another service you should consider: Numerator .   Knowing What Markets Are Investing in Print Wouldn’t it be nice to understand the reasons people buy what they do, and the kinds of influences at work on them? That’s where Numerator comes in. The company analyzes millions of purchases, and connects them with the messaging that drove those purchases, to see what actually worked to influence people to buy. By pinpointing the types of companies that are ordering and using direct mail campaigns successfully, you can get a good idea of what market segments to target and which products to put forward. If you can create marketing messages and offers that align …

You did it! You worked and worked and worked. Phone call after phone call after postcard after drop-by after email after social media stalking…and it has now paid off: You’ve got your first appointment with a new potential customer for your digital/inkjet printer equipment! Congratulations! Woo-hoo! Let the doves loose! But… Now what? Today, appointments are few and far between as everyone has gotten busier and, thanks to the “Amazon-ization” of everything (online researching, ordering, order-checking, etc.), there is less of a need to see someone face-to-face. This blog has to do with making the most of that rare appointment opportunity and it comes down to two words:  Preparation & Execution.   Preparation First, let’s prepare for the call. Before you walk in the door, there are three things that you need to research: The company: Double down on the research you have already done. You’ll want to know everything from the company’s history and background to its selling/buying …