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MARKETING TO THE CORPORATE CHEF

In today’s Pinhole Economy®*—our term for what happens when the shift from a producer economy to a customer economy is accelerated and enabled by technology—it’s critically important for companies to have a deep, multi- dimensional and behavioral understanding of their end users and a command of how they behave in the media and technology rich landscape.

THE ART OF THE B2B SALES CALL

The last several years have been marked by major disruption in many economic segments. Traditional business models and sales approaches are losing effectiveness. What is going on? And what implications does it have for your business and your marketing?

REACHING FACILITY MANAGERS IN A TECH-CENTRIC WORLD

By 2017, the global facility management market is expected to reach nearly $395 billion, which provides an extraordinary opportunity for marketers. But marketing to facility managers requires a keen understanding of the audience and how they make decisions. This white paper reports on the rising influence of technology on facility manager decision-making, and explores how marketers can make use of that influence in shaping marketing messages that are relevant and trusted.

BREAKING THROUGH THE NEW DISTRIBUTION MODEL

The last several years have been marked by major disruption in many economic segments. New categories have been created, while some have declined. End users and key influencers, who already control the marketing conversation, are moving further and further upstream in the production chain.

PLUMBING INDUSTRY REPORT

The plumbing fixture industry is going through a critical shift. A drop in demand led
industry revenue to decline drastically during and after the recession, and only recently
has it begun to stabilize.

THE PINHOLE ECONOMY

In recent years, technology has enabled swift modernization, and that in turn has mandated a general de-institutionalization in our society. Now, there’s a complexity to everyday things that we must all live with, sort through, and maximize for our own personal good.

Best Practices for Selling Building Products Through Contractors

In the past year, residential contractors spent an estimated $25 billion on building products. Overall spending for the construction industry in 2011 was $816 billion. And global construction spending is expected to reach $4.6 trillion by 2015. Contractors have tremendous influence over the purchase of building products and manufacturers must develop sounds strategies for approaching this group...

Getting Through The A&D Pinhole

The last several years have been marked by major disruption in many economic segments. Whole new categories have been created (who knew a few years ago that we needed to store 15,000 songs on little drives in our pocket?). Whole categories have declined (where have all the bookstores gone)? End users and key influencers, who already control the marketing conversation, are moving further and further upstream in the production chain.

Green is Dead: Or Object Lessons in How To Overuse A Marketing Opportunity

In January 2005, Point to Point published a white paper on green marketing opportunities targeted to manufacturers in the building and architectural products sector. That paper gave a broad overview of green marketing as it was emerging, and offered strategies for integrating green into one’s business – and potentially reaping its benefits. A lot has changed since 2005…

Translating Consumer Success Into B-to-B Success

A few months ago we started taking a hard look as to why brands that are consumer-centric often struggle in the b-to-b space. After a bit of research and deep thinking about what we regularly experience, we crafted a white paper, “Translating Consumer Success into B-to-B Success.” We found that there are six common and might we say avoidable mistakes when crossing over from a consumer-centric space to business marketing...