Digital marketing is critical to business success


he more things change, the more they stay the same.

Today, like in the past, reaching the right people with the right message is paramount to success. Whether we're looking to establish a dialogue with an OEM engineer or a Tier-One buyer, creating a meaningful connection remains that all-important first step.

No problem, right? After all, we only need a handful of new customers to reach this year's revenue targets. We need just one successful product launch to fuel our new technology investments. With the world as our playing field, this shouldn't be too hard, should it? And we have a sales organization we're paying to make it happen. At least we hope they'll make it happen.

But hoping is not a strategy, and too often, our beginning-of-the-year hopes become just that by mid-year. With Engineering in Wisconsin, Buying in Michigan and Manufacturing in Mexico, reaching the right people can be increasingly complex and costly. However, many companies have made this effort much more challenging than it needs to be. All of these people are hanging out - and can be reached - online.
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