The marketing team at Heatcraft Refrigeration Products are not afraid of stepping outside the box when it comes to reaching their target audience. Pete Grasso, Content Marketing Leader, and Tim Fletcher, Digital Marketing Leader join me on the podcast to talk about how they use B2C strategies to build a loyal following and get the information their contractors need.
We discuss how they've successfully partnered with a trusted influencer in their space to maximize reach, create dozens of new content pieces and gain feedback from their community. This video alone has more than 30,000 views. They've also created a dedicated mobile app to help their contractors get the answers the need quickly, the app is also used as a sales-enablement tool and is used by their wholesalers and distributers. creating a mobile app, experimenting with AI, and using video marketing for sales enablement. We discuss their use of AI and video. They emphasize the importance of measurement and ROI and the power of executive buy-in.
Not only is the marketing department seen as innovators, they are also a valued department in the organization, assisting HR with recruitment and culture assets (check out this creative Family Matters video), creating sales enablement tools and getting key buy-in from executives.
Key Takeaways
- Consider applying B2C strategies to the B2B space
- Collaborate with influencers to reach niche audiences and build trust
- A mobile app can be a useful content delivery system and sales enablement tool
- Use video marketing to engage customers and showcase company culture
- Prioritize marketing initiatives based on core company pillars
- Think outside the box and dare to try new and creative approaches
- Measure marketing efforts and demonstrate ROI to stakeholders
Resources
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