Industrial manufacturers often discuss the need to use marketing to help increase sales, yet most never pull the trigger.

Gone are the days of winning business strictly through personal relationships or using traditional marketing tactics like high-priced advertisements in trade publications to capture the attention of prospective customers. Today, buyers are in control more than ever, which requires manufacturers to engage with them on the buyers’ terms.

I was recently invited to write a blog post about how manufacturers can respond to this challenge for HGR Industrial Surplus, a company that buys and sells used manufacturing machinery, industrial equipment and surplus items.

Click here to read the post.