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What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
What CEOs Should Look for in a B2B Manufacturing CMO: Part 3
Tue, Sep 15, 2026 — In Part 1 and Part 2, we examined the importance of understanding the buying process and the role of emotion in B2B marketing. We concluded that you’ll want to hire someone who is not just familiar with your industry, channels and channel partners—but someone who’s truly interested in your customers, their pains and buying processes. They must understand what each buyer is trying to achieve, not just what they’re trying to buy. Now, let’s look at some examples and consider the value of going beyond traditional sales support and investing in marketing for growth.
Tariffs and Your Next Chapter | From Cost Burden to Market Edge: Turning Tariffs into a Competitive Advantage
Fri, Apr 11, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Tariffs and Your Next Chapter | The 5 Biggest Mistakes Leaders Make Around Tariffs
Thu, Apr 10, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Tariffs and Your Next Chapter | Buying in a Tariff Economy: Smarter, Not Cheaper
Wed, Apr 9, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Tariffs and Your Next Chapter | Selling Through Tariffs: Avoiding the Pricing Traps
Tue, Apr 8, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Tariffs and Your Next Chapter: Turning Disruption into Go-to-Market Growth
Mon, Apr 7, 2025 — Tariffs have been around for centuries. Commonly used to protect emerging industries or bolster national security, tariffs have evolved beyond trade tools into economic levers that can shift markets overnight. Tariffs have re-entered the conversation for mid-sized business leaders, especially those with global supply chains or international customer bases. But here's the thing: reacting like it’s still 1995 won’t cut it.
Transform Marketing into a Growth Engine – A Roadmap for Industrials
Wed, Jun 9, 2021 — Questions every CEO should be asking their Marketing team Even in our enlightened times, industrial manufacturing CEOs still struggle to define the appropriate role for marketing in the go-to-market paradigm. Many industrial manufacturers, spanning start-ups to Fortune 500 manufacturers, still make the mistake today of marginalizing marketers into a role of pretty pictures, parties, and promotions.
What can Industrial & Manufacturing CEOs do Right Now?
Fri, Jul 10, 2020 — Industry Specific Advice for Marketing in a Time of Recovery from the Chief Outsider CMOs The following summary encapsulates the highlights of a panel discussion for the Industrial Manufacturing sector hosted by Art Saxby and featuring CMOs Kimberly Miller, Atul Minocha and Dawn Werry. For the full benefit, view the discussion video in its entirety (15 minutes). Short of time? See the discussion highlights (6 minutes). When the pandemic first hit, events for the industrial manufacturing sector were changing daily. Now, at the start of the recovery phase the entire industry is adapting. Some companies have had to find completely new markets for their products, while others have started making completely new products. Across the board, supply chains have been disrupted. Buyer behaviors have changed and go-to-market strategies have had to adjust in order to keep business moving.
What can Industrial and Manufacturing CEOs do Right Now?
Thu, Mar 19, 2020 — Industry Specific Advice in a Time of Crisis from the Chief Outsiders CMOs These are challenging times. The actions you take now and in the coming weeks will have a huge impact on what happens to your company, your customers and your employees. Some of the challenges we will face during this crisis will apply to all sectors, but some will be industry specific. To help you decide where your focus should be, we assembled panels of Chief Marketing Officers from our Tribe at Chief Outsiders who have spent their careers working in your industry with companies like yours, to discuss what CEOs need to think about doing, right now. The following summary encapsulates the highlights of our panel discussion for the Industrial Manufacturing industry, hosted by Art Saxby and featuring CMOs Dawn Werry, and Dennis Bailen. For the full benefit, view the discussion video in its entirety (19 minutes). Short of time? See the discussion highlights (6 minutes).