Six stories this week, and every one is about a named company deciding how to reach its customers: a campaign, a reorganization, a new brand, a sales model, a channel.
Lonestar Electric Supply aimed its Nashville launch at 644 contractors. More than 200 came to the opening.
A six-month campaign aimed at the 644 licensed electrical contractors within about 30 miles of the new branch. The grand opening drew more than 200 contractors and 30-plus vendor partners. Source: tED Magazine.
Sonepar runs AI models across businesses that produce 95% of its revenue. Two of the first three uses serve sales.
Product recommendations drawn from customers’ purchase histories, and email sorted so sales teams can prioritize customer requests. No results reported yet. Source: Distribution Strategy Group.
Two industrial finishers become one brand, UltiCoat, with three plants in Wisconsin and Arizona.
Scott’s Industrial Coatings and Perfection Industrial Finishing now sell under one name. The case is made from the customer’s side: one vendor relationship and one qualification process instead of two. Source: Products Finishing.
Eaton reorganized marketing around its buyers. An early pilot produced more than 600 qualified leads in nine months.
Five global centers of excellence; one holds eight teams aligned to buyers, from machine builders to data centers. The machine-builder pilot came first. Source: Content Marketing Institute.
R.S. Hughes has more than 40 distribution centers and still calls itself a specialist.
Annual revenue above half a billion dollars, and reps who present converting services the same way they present a VMI program or a 3M adhesive. Source: Industrial Distribution.
80.8% of B2B marketers invest in social media for brand building. Toolstation goes where the tradespeople are.
Toolstation puts its social effort on TikTok and Instagram, geared to brand rather than performance. At Bureau, Instagram drives the best engagement for a product nobody buys there. Source: Marketing Week.
One article a day, every day, on LinkedIn and at themarketingtable.com. Follow The Marketing Table on LinkedIn, and forward this to someone who runs an industrial business.
Each story links to our note on it, and each note links to the original article and credits its publisher and author. The Marketing Table shares the link and a note on why it matters; the articles and their copyright belong to the publishers.
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