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93% of B2B marketers use content marketing. However, less than half (42%) of B2B marketers say that they are effective at content marketing. One of the reasons these marketers are ineffective: bad content. All content is not created equal. There is good content. ...
Content marketing is among the hottest topics in marketing and media. However, most companies should stop their content marketing efforts – immediately. The reason these companies should stop is because, despite the hipness of content marketing, they will not...
I wrote a guest blog for freight logistics company Cerasis in October which discussed how companies within the manufacturing, supply chain, logistics, and industrial industries can increase their B2B visibility on LinkedIn. The catalyst for writing the blog were...
Fronetics Strategic Advisors is a management consulting firm focused on strategy and inbound marketing. When it comes to inbound marketing we take a different approach than other firms. This is because of our business experience and background. We know ROI is...
LinkedIn is the largest social network for professionals. There are more than 332 million users – and this number is growing rapidly. An average of 2 users joins LinkedIn every second. There is the perception that LinkedIn is only for job seekers, and that a red...
As of late June 2014 there were 302,000 manufacturing job openings that were unfilled. These job openings are unfilled because employers cannot find qualified workers. Pipe fitters, mechanical engineering technicians, welders, machinists, electronic assemblers, and...
Oktopost, a social media marketing platform, analyzed over 100,000 posts on four different social networks (LinkedIn, Twitter, Facebook, and Google+) and found that LinkedIn is the most effective social network for B2B. Oktopost found that more than 80% of B2B leads...
The Internet of Things (IoT) is ubiquitous. Because of this it can seem abstruse. Puneet Mehta does a great job of putting the concept in layman’s terms: “[A] plethora of "dumb" objects becom[ing] connected, sending signals to each other and alerts to our phones,...
Is your distribution center proving to be a cost center? Looking to increase profits while reducing cost? Here’s how you can transform your distribution center into a profit center. Synchronize Anemic communication and fractured messaging within and across departments...
Note: This is a guest post written by Barbara Jorgensen, managing editor, Electronics Purchasing Strategies. Barb has more than 20 years’ experience as a journalist, working for leading electronics industry publications such as Electronic Business, Electronic Buyers’...
Kate Lee, the senior director of research and strategy at Fronetics Strategic Advisors, has been named by Procurious as one of the 24 Most Influential People in Procurement. The online business network for a new generation of procurement and supply chain professionals...
By spending time and money on unnecessary bells, whistles, and gimmicks in an effort to delight your customers, you may be cheating yourself out of creating real value for your customers. If your current focus isn’t on your internal customer workflows, it should be....
More than ever, people are turning to social media and to blogs for industry information, insight, and news. Which industry LinkedIn page, Twitter account, and Facebook page is the best? Which industry blog is the best? Fronetics Strategic Advisors is conducting...
Where is your career going? If you feel like you are stuck in a career rut, here are five tips to pull yourself out: 1. Focus on the short-term, not your career path. When it comes to a career path, one plus one doesn't necessarily equal two anymore. The nature of...
“Gartner likes to publish the Top 25 Supply Chains every year. Unfortunately, there’s one supply chain the esteemed analyst firm continues to overlook. And it just so happens to be the greatest supply chain success story of all time. I’m talking about The Santa Claus...
The Dunkin’ Donuts in Boston’s Back Bay Station is a well-oiled machine. The whole process – ordering a cup of coffee, paying, and receiving said coffee – takes seconds. The experience is something reminiscent to Seinfield’s Soup Nazi. For customers who frequent...
MIT’s Julie Shah was named one of MIT Technology Review’s 35 Innovators Under 35 in 2014. In an interview with Will Knight, Shah discusses the possibility of collaboration between human robots: “In factories there are usually physical barriers between people and...
The 2014 UPS B2B Buyers Insight Study found that companies need to have a strong online presence to grow their business. Buyers are looking for information online Buyers are conducting research on industrial suppliers online. Sixty-eight percent of buyers research...
Last month when Flipboard launched the third version of its mobile news app, Mashable called it “the most personal and magazine-like experience the platform has offered yet”. Compared to previous versions, Flipboard 3.0 seems more adept in curating relevant and...
Networking is often thought of as a (dreaded) job search action item. However, thinking about networking in this manner will leave you at a disadvantage. Networking is an action item necessary for your professional and personal growth. Those who view networking as...
Cerasis is a top North American third party logistics company offering logistics solutions with a strong focus on LTL freight management. In 2012 the company decided to move from a traditional approach to marketing (ads in print publications and a heavy reliance on...
Founded in 1997, Cerasis is a top North American third party logistics company offering logistics solutions with a strong focus on LTL freight management. For 15 years the company utilized traditional marketing strategies – placing ads in glossy industry publications...
Ello launched in beta on August 7th. By the last week in September the invite-only social network was receiving more than 50,000 invite requests per hour. What sets Ello apart from other social networks? Ello is ad-free and doesn’t sell user data to third parties. ...
I was recently introduced to a new social network: Procurious. Procurious is a niche social network and online community created for procurement and supply chain professionals. It is a wealth of information, resources, and opportunity. Developed by procurement and...
Within five years social media literacy will be the single greatest factor distinguishing top performing procurement leaders from the rest. Now don’t get me wrong – that’s not to diminish the importance of superior financial skills, sourcing, and/or change or people...
The use of third-party logistics providers are on the rise. As many as nine out of ten 3PLs surveyed by Inbound Logistics reported their client base grew by 5 percent this year, continuing the unabated expansion of recent years. And there’s good reason for it. In an...
A recent survey conducted by Fronetics found that the three biggest challenges faced by companies within the logistics and supply chain industries with respect to their social media use are: time (48 percent), money (43 percent), and a lack of strategy (33 percent)....
This year 68.5 percent of Americans plan on celebrating Halloween. To celebrate, Americans spend – a lot. Consumer spending for the day tops $7 billion. During the week of Halloween 90 million pounds of chocolate will be purchased, and a total of $1.9 billion will...
Individuals within the logistics and supply chain industries want to learn more about social media ROI. A recent survey conducted by Fronetics found that 81 percent of respondents reported that information on proving social media ROI would be helpful to their...
A survey conducted by Fronetics Strategic Advisors found that companies within the logistics and supply chain industries are realizing benefits from social media. When asked if their company realized benefits from social media 68 percent of respondents reported “yes.”...
Social media is a strategic tool. The benefits companies can realize by using social media are immense. Which benefits are motivating companies within the logistics and supply chain to use social media? Even more broadly, why are companies using social media? A...
Report on social media use, motivations, preferences, benefits, and challenges. Within the past five years companies within the logistics and supply chain industries have begun to see social media as a strategic tool and have begun to actively use and leverage social...
Figuring out how to consistently attract the right kinds of leads and meaningfully connect with prospects can be a daunting task. Producing significant returns on your investment, though, is the initial effort of creating a road map for your success. Introducing a...
Big data is big. It is revolutionary. It is transformative. But what the heck is it? MIT’s Technology Review does a great job of outlining the hype and the confusion around big data: “There is unanimous agreement that big data is revolutionizing commerce in the...
Are your sales reps as sold on your leads as you are? In theory, it seems straight forward: You write engaging blog posts; you spread your unique as well as curated content via appropriate social media channels; you include calls to action; you watch your prospects...
Repeat customers contribute to long-term profitability. To keep customers coming back you need to employ the right pricing strategy. What is the right strategy? Here is what to consider when setting prices: Focus on value pricing Value pricing is not the same as...
“Practice makes perfect.” This is what we have been told by our parents, our teachers, Malcolm Gladwell, and researchers. And, as pointed out by Fast Company, “There's even a Macklemore song about it, so that makes it real.” Here’s the problem – it’s not real. A...
The number of social media channels is astounding –and is growing daily. Which of these channel(s) should your business leverage? Here is what you should consider when determining which social media channels you should use for your B2B business. Your ideal customer...
I start most of my days like you. I hit the snooze button on my alarm and lay semi-awake thinking about all the things I should be doing. Then, 20 minutes later (where did the time go?!), I autopilot my way to the kitchen for a cup of coffee. While I sip my caffeine,...
At Fronetics we work with companies within the supply chain and logistics industries to reach their business and marketing goals. We work with our clients to identify and execute strategies that produce results. As discussed in a previous post, too often I see...
I work with companies from the supply chain and logistics industries to identify and execute strategies that will grow their business. Too often I see companies who have invested time and money into developing a B2B inbound marketing strategy and have fallen flat. ...
Source: Geek and Poke Strategy is not execution Strategy and execution are fundamentally different. Strategy is about making choices. Execution is about getting down and dirty so that the choices made can produce results. Here's how you can get from excellent...
Metrics matter. Metrics allow you to measure success, drive strategy, and demonstrate the ROI of your marketing efforts. Conversions are one of the most important metrics to monitor. Why conversion rates matter What is a conversion? A conversion means action. It...
Many companies within the supply chain industry do not participate in social media because “they can’t get past the word ‘social’ and the perception it creates.” Companies with this mindset are at a disadvantage. The supply chain industry is, by nature, an industry...
Source: Managing Americans The temptation is obvious: You want to use your business blog to proclaim the virtues of your excellent products. You throw around words like “unique,” “outstanding,” “robust,” and “industry-leading.” Perhaps you even add a blinking “Buy...
Before personal computers became ubiquitous, my family’s desktop computer served as our sole connection to the digital world. It wasn’t uncommon for someone to rush through dinner so they could be the first to claim their spot in front of it for the evening. On any...
To grow your B2B business you need to take a comprehensive data driven approach to marketing. Metrics enable you to measure success, drive strategy, and demonstrate the ROI of your marketing efforts. What metrics should you track? Given that your objective is to...
Most teams are able to fairly easily decipher what needs to be done. However, when it comes to the how, new or weak teams fall flat. Here is how you can optimize your team for success. Define roles Clearly define roles and make sure every team member understands not...
Look across business, sports, entertainment, and the military, and identify the top performers. Next, take a step back at look at the characteristics of these individuals. What you will find is that there are at least three elements that they all have. They know how...
A 2013 survey of B2B marketers by LinkedIn found that when it comes to lead generation, customer testimonials and case studies are considered the two most effective content marketing tactics. Why are customer testimonials and case studies so effective? Because they...
Want to advance? Stop whining. Whining won't get you to the top. Whining. Just writing the word makes me cringe. Whining is a truly unattractive characteristic. It is unattractive in children and it is even more unattractive when adults partake. One of the reasons...
Losing an employee is costly -- very costly. Yet, many organizations don't know how to ensure that its human resource assets don't just walk away. The US Department of Labor Bureau of Labor Statistics reports that more than 2 million people voluntarily leave their...
By consistently creating, curating, and distributing valued and trusted content you can position your company as an industry leader. What is valued and trusted content? “Peer-power” A survey by the CMO Council found that all content is not viewed equally by B2B...
We want to hear from you! We want to know what questions you have about: Demand generation Establishing and growing an online presence Social media Content These categories are intentionally broad because we want to you to think about any (and all) questions and pain...
Leads are essential to the growth of your business. Social media is an effective way to find new leads. Social media allows you to find new leads by doing something called social prospecting. Social prospecting is the art of searching the social web, identifying...
Connectivity, mobility and accessibility are game changers for business. Companies that recognize this and adapt accordingly will succeed, companies that don’t will not. Unnovation Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as...
This guest post is written by Keychain Logistics. Keychain Logistics is a leading transportation provider enabling businesses to directly engage carriers, track shipments, and monitor its logistics needs online. It’s 2012. Platforms like Uber, Airbnb, and Homejoy are...
Keychain Logistics has made two bold promises. The company has promised truckers that they will never drive empty again and has promised shippers that Keychain will improve their bottom line. Can the company deliver on these promises? Who is Keychain Logistics?...
The amount of content on the internet is tremendous – and is growing by the second. With 93 percent of B2B companies using content marketing, and with more than $16.6 billion dollars being invested annually by B2B companies in digital content publishing – how can...
Want to have a better-run business? Define clear metrics and use them as a launch pad to move your organization forward. Metrics enable you to operate more effectively and efficiently because they provide you with valuable information on how you can drive improvement...
Source: www.social-hire.com Great talent is out there. The question is – where? With more than 73 percent of online adults and 89 percent of job seekers using social networking sites the answer is clear – online. Many companies employ a strategy of “post and pray.” ...
Do you remember Schleprock? Schleprock was the character in The Flintstones who always had a raincloud over his head; things just never seemed to turn out right for him. Given the large (and growing) number of job openings within the supply chain industry many...
The supply chain industry has a talent crisis. The question is: how can we solve this crisis? To answer this question I turned to Rodney Apple, founder of the SCM Talent Group. Apple has worked as a supply chain recruiter for the majority of his 19+ year career...
With more than 300 million active users, LinkedIn is one of the largest social media networks. LinkedIn is an incredible tool for networking and professional development. LinkedIn is also an essential component in a job search strategy. Optimizing your LinkedIn...
Hiring the wrong person is a costly mistake not only financially, but also in terms of team morale and productivity. Making the right hire is crucial. Research conducted by the PewResearch Internet Project found that in 2013 73 percent of online adults used a social...
Because great talent doesn't look like Waldo, here is how to spot great great supply chain talent. Wouldn’t it be nice if great talent looked like Waldo? If great talent looked like Waldo we could simply look at the pool of candidates and be able to identify them by...
According to the 2013 CareerBuilder Candidate Behavior Study, job seekers looking for a position with the manufacturing, transportation, and warehousing industries are using the internet and social media not only to look for jobs, but also to research companies...
If the supply chain industry is going to attract new and qualified talent, it needs a face lift. The industry needs to be proactive. It needs to communicate what it is, what is currently happening within the industry, and what is in store for the future. Who is...
Kale is the hippest and trendiest of vegetables. The dark leafy vegetable has received Bon Appetit's dish of the year award, it was served at the White House Thanksgiving, and it has received ringing endorsements by celebrities and celebrity chefs. Kale also has its...
According to Supply Chain Insights 60 percent of companies within the supply chain industry have job openings and 51 percent of companies are seeing an increase in turnover of supply chain leaders. This is now. Looking ahead, the Bureau of Labor and Statistics...
Think like a manufacturer Gartner’s Jake Sorofman wrote a great piece about building a content supply chain. His advice for understanding what it takes to use content as a tool to grow your business: think like a manufacturer. Why? Sorofman connects the dots:...
Content can grow your business. How can content such as blog posts, white papers, eBooks, newsletters, infographics, podcasts, webinars, and video grow a business? Content can grow your business by increasing your search engine ranking, positioning your company as an...
This article is part of a series of articles written by MBA students and graduates from the University of New Hampshire Peter T. Paul College of Business and Economics. Supply Chain Management will use the Internet of Things to improve factory workflow, increase...
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create...
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create...
Entrants to the market need to understand the barriers to entry and problems with management and transparency within the pet food industry supply chain. This article is part of a series of articles written by MBA students and graduates from the University of New...
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create...
This article is part of a series of articles written by MBA students and graduates from the University of New Hampshire Peter T. Paul College of Business and Economics. Regularly tracking your relationship with your suppliers and their performance toward your...
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create...
This article is part of a series of articles written by MBA students and graduates from the University of New Hampshire Peter T. Paul College of Business and Economics. By now we have all heard the story of GM’s faulty ignition switches that are being linked to...
Many companies within the logistics and supply chain industries are stuck on the social media starting line. The reason – “they can’t get past the word ‘social’ and the perception it creates.” The reality is that social media is a tool that can be utilized to create...
Some companies within the logistics and supply chain industries have chosen to participate in social media while others have not. Why have some companies chosen not to participate while others have decided to participate? What social networks do companies within the...
According to R.J. Bowman, author of The Secret Society of Supply Chain Management, demand for supply chain professionals exceeds supply by a ratio of six to one. Looking forward, it appears that demand for supply chain professionals will only increase. The U.S....
The internet is a fire hose stream of content. Being able to navigate the deluge of content and identify the content that is valuable to your customers and to your business is essential; it can also be incredibly time consuming. Content curation tools can save time...
Curating content is an essential component of your content strategy and to demand generation. Content curation can help you grow your business by establishing your business as a thought-leader within the industry and as a trusted resource. Here are four factors to...
Adam Robinson of freight logistics company Cerasis wrote a series of posts which outlined the company’s social media and content marketing strategy and the successes the company has achieved through the execution of their strategy. The series also included how-to...
This is the third in a series of blog posts written by Adam Robinson, Director of Marketing at Cerasis. Founded in 1997, Cerasis is a top freight logistics company and truckload freight broker. Now that you know about how to create a strategy, you have to execute it....
This is the second in a series of blog posts written by Adam Robinson, Director of Marketing at Cerasis. Founded in 1997, Cerasis is a top freight logistics company and truckload freight broker. #1: What are your Marketing Objectives? The following were the marketing...
This is the first in a series of blog posts written by Adam Robinson, Director of Marketing at Cerasis. Founded in 1997, Cerasis is a top freight logistics company and truckload freight broker. The purpose of this series of blog posts is to give others in our...
By launching a new digital, social media, and content marketing strategy, Cerasis saw a big, positive impact on its bottom line. Companies within the manufacturing, supply chain, logistics, transportation, distribution and freight industries have been slow to create...
Content will help you grow your business; by creating and distributing valuable and relevant content in a strategic and consistent manner you can drive profitable customer action. But, it’s not all about you. It’s not all about the content you and/or your business...
Content infographic: how to grow your business with content
When it comes to content your company doesn’t need to go it alone. Not only is it possible to outsource content, for many companies it may be the best solution. Here is how to determine if outsourcing content is right for your company, and what your company needs to...
For every blog post, tweet, and Facebook update, you should ask yourself: Who is listening? Without a comprehensive social media strategy, your message may be getting lost in the chatter. There are a number of tools that will help you monitor your online influence...
When it comes to content, a strategy is essential for success A 2014 study found that 93 percent of B2B marketers use content marketing and that there is a significant difference in the effectiveness of content marketing if a strategy is in place – 60...
Return on investment (ROI) is not a metric which is well suited to measuring the value participating in social media can bring to a company. And, unfortunately, there is no distinct metric or formula that can completely capture the impact, value, and ramifications of...
Content is king. By creating and distributing valuable and relevant content in a strategic and consistent manner you will be able to create demand for your products and services and will be able to drive profitable customer action. That being said, while content is...
In the 1970s people were exposed to an average of 2,000 ads per day. Today we are exposed to more than 5,000 ads per day. The barrage of ads has resulted in buyers tuning them out. With buyers no longer paying attention to ads, businesses need to adjust how they...
3PL provider Coyote Logistics is one of the fastest growing companies in North America. The company’s incredible growth (five-year growth: 3,585 percent) and tenacious spirit has not gone unnoticed. Forbes included Coyote in its list of Most Promising American...
Rather than focus sales efforts on seeking out prospects and making cold calls re-focus your efforts so that the emphasis is on demand generation. Why? Demand generation shortens the sales cycle and increases sales opportunities by nurturing and engaging potential...