Annual Marketing & Sales Conference Gets Rave Reviews

ISA President-Elect Peggie Koon kicks things off with an update on ISA activities and the high visibility of the cyber-security work of the Automation Federation.

ISA President-Elect Peggie Koon kicks things off with an update on ISA activities and the high visibility of the cyber-security work of the Automation Federation.

The 8th Annual ISA Marketing and Sales Summit in New Orleans was a hit! I’ve heard rave reviews from all sides. And believe me, as Program Chair, I’m the first to hear the negatives :-) I’ll post quotes as I get all the material organized. For now, I’d like to show you some of the happy faces from the Summit.

New and old friends and colleagues mixed it up the whole week. Every plenary and breakout turned into a great brainstorming session. I came away with multiple ideas from each of the sessions.

 

Catherine Stevens, Joel Don, and Dick Morley at the Social Media Marketing During a Crisis plenary.

Catherine Stevens, Joel Don, and Dick Morley at the Social Media Marketing During a Crisis plenary.

 

Walt Boyes leading an updated version of his Marketing Communications Master Class.

 

There were lots of opportunities for networking and brainstorming throughout the week.

Then, in the evenings we played. At Mulate’s, we enjoyed Cajun food and dancing. On Bourbon Street, hmmm, I’m not sure I should share those details on a business blog. Lol!

Summit attendees enjoy Cajun cuisine, loud music, and dancing at Mulate's.

Summit attendees enjoy Cajun cuisine, loud music, and dancing at Mulate’s.

 

Lots of happy faces all week. Here Tillie and Chris are getting the rest of us psyched for Bourbon St.

Lots of happy faces all week. Here Tillie and Chris are getting the rest of us psyched for Bourbon St.

 

An exceptional dinner at the Red Fish Grille on Bourbon St with Jeff Tilleman, Juliann Grant, Chris Smith, Marcus Tennant, Tillie Nutter, Shari Worthington, and Kyoko Fukuda. What happens on Bourbon St stays on Bourbon St :-)

An exceptional dinner at the Red Fish Grille on Bourbon St with Chris Smith, Marcus Tennant, Tillie Nutter, Jeff Tilleman, Juliann Grant, Kyoko Fukuda, and Shari Worthington (photographer). What happens on Bourbon St stays on Bourbon St :-)

Advance Program for 2013 ISA Marketing and Sales Summit Now Available

The program for this year’s ISA Marketing and Sales Summit looks great. An impressive array of expert speakers, starting with the September 11th plenary, “Social Media Marketing During a Crisis,” and ending with the September 13th Fireside Chat with Dick Morley, “What Does Pack Size Have to Do with Marketing?”
2013_Summit_Adv_Program
Download the Advance Program for the Summit.

Here are some sneak peeks at what’s coming in New Orleans, Sept 11-13, 2013…

Social Media Marketing During a Crisis: Boston Marathon Revisited

Wednesday, September 11, 2013, 7:40pm. REGISTER TODAY.

MODERATOR: Jim Cahill, Chief Blogger, Emerson Process

PANELISTS:
– Jim Cahill, Chief Blogger, Emerson Process
– Joel Don, ISA Social Media Community Manager
– The one and only Dick Morley
– Christina Stephens, Communications Director, Louisiana Department of Health & Hospitals

Amidst the horror of the Boston Marathon events this year, marketers ran into a problem that wasn’t helping the situation. It turns out there is no PAUSE or STOP switch for many of the auto-posting systems used for social media, press releases, e-mailings, etc. Many brands had tweets auto-scheduled to send throughout the afternoon of the Marathon. Unfortunately, those posts got in the way of the news many were trying to follow. Twitter, to the credit of its users, was the best source for much of the news as it unfolded. But without a PAUSE switch, brands were scrambling to stop their seemingly trivial posts one-by-one. Some of the Twitterati were also asking companies to stop sending press releases for the afternoon. This leads to a lot of questions — Should brands be given a pass on their auto-tweets / auto-posts during a crisis? Should brands be auto-posting at all or should all posts be people-driven?

PR101: Marketing Communications Master Class

Wednesday, September 11, 2013, 1-5pm. REGISTER TODAY.

WORKSHOP LEADER: Walt Boyes, Editor-in-Chief, CONTROL Global, and Principal, Spitzer and Boyes

Walt Boyes presents a totally revised and updated version of his very popular PR101: Marketing Communications Master Class.
 This class is for both newbies to marketing communications (product managers, sales managers, and engineers who have been “promoted” into marketing), as well as those who have been involved in marcomm in the automation industry for awhile. Things have changed radically in the past decade, and YOU need to catch up.

This master class is specific to the automation industry and discusses:

– Marketing “bang for the buck”
– Integrated marketing
– Public relations in the automation industry
– How to place a press release
– Product releases and news releases
– Relationship building with editors, influencers, and thought leaders
– Social media: Inbound and outbound marketing — a cascade control loop
– Crisis management for automation companies
– Market research- making sure you really know what your customers are thinking and how they want you to communicate with them
– Metrics and measuring results

See you in New Orleans!!!

Blogging: Let’s Call it White Paper-ing So Industrial Companies Will Get It

I’ve been talking about blogging in the ISA Automation Marketing & Sales Group on LinkedIn with Kerry O’Malley and Jim Cahill. The issue is, why do so many industrial companies not get the importance of blogging? Maybe it’s the terminology? How about if we call it “newsletter-ing” or “white paper-ing“? Would companies then realize how important this activity is?

Whatever we call it, newsletter-ing / white paper-ing / blogging is a critical communications tool in the 21st Century — for establishing a company’s credibility, building visibility in the industry, generating leads, and yes, even making sales. Ask Jim Cahill, Chief Blogger and Head of Social Media at Emerson Process Management. He’s on record in the book Groundswell that they regularly generate contacts that are worth millions of dollars in business via their blog: EmersonProcessExperts. Kudos, Jim!

I’m hoping industrial companies don’t get blogging because it’s just a terminology issue (which has a large, generational component). HubSpot’s been grinding the phrase “inbound marketing” into small businesses for several years now. Did you know that inbound marketing has been going on for many, many decades? Public relations is mostly an inbound marketing activity. I place an article in a magazine and hope hundreds of prospects will trip across it, read it, and call my company. Same for a product press release I send out – when the magazine picks it up, I want my prospects to find it and come running back to me.

Blogging is an important digital component of any marketing or sales program that targets techies. It’s CONTENT; hopefully good, meaty content. Not only are blog posts akin to newsletter articles and white papers… they have a lot of similarities to PR. Write a credible, info-filled white paper type article, but this time place it on your blog instead of in a magazine. Or maybe you write two versions of the article, one for your blog and one for a magazine. Now you get search engines like Google crawling all those great keywords and bringing your company higher up in the rankings. People can “follow” your blog and be notified when it’s updated. Influencers in the industry can easily find this information because it’s online and pass it along to your prospects.

We handle a number of client blogs and e-newsletters (which share a lot of info, back and forth). I’m always pleasantly surprised at how many editors subscribe / follow and then ask our clients for material based on these posts to use in their publications.

Ok, so we’ve changed the word “blogging” to “white paper-ing.” So no more excuse for industrial companies to have their heads in the “digital sand.” And there, now I’ve blogged about it, too :-)

ISA Marketing & Sales Webinars: 2013 Recordings & PPTs

As some of you know, I serve as Program Chair of the ISA Marketing & Sales Summit. This year, thanks to the hard work of the Conference Planning Committee, we have a great series of webinars to keep automation sales and marketing people up to speed on the many changes going on in our field…from strategies to tools. Then, this fall we’ll meet face to face in New Orleans, September 11-13, 2013, to really dig into the topics. (NOTE: Early bird registration is open til June 15th…get $100+ off)

Many thanks to the speakers and attendees. We’ve had tons of requests for the slides and recordings. So here are the links PLUS info on the next webinar in the series – June 13th. Please it along!

ISA Marketing & Sales Summit Webinars 2013

COMING NEXT
June 13: Six Steps to a Successful Webinar by Jeff Cawley, Northwest Analytical
Register at https://attendee.gotowebinar.com/register/916581830319626496

SLIDES & RECORDINGS
Preparing Sales to Sell a New Solution. Matt Leary, Principal, Solution Insights, and Dr. Peter Martin, VP, Invensys Operations Management
http://www.slideshare.net/MarketingAndSalesSummit/isa-sales-solutions13113final


Market Research: Do You Know Why Your Customers Do What They Do? Mary Samuelson and Joy Ward, Natural Impulses
http://www.slideshare.net/MarketingAndSalesSummit/market-research-do-you-know-why-your-customers-do-what-they-do


Getting Paid Fairly From Software Sales. Jim Geisman, Software Pricing Partners
http://www.slideshare.net/MarketingAndSalesSummit/getting-paid-fairly-from-software-sales-in-integrated-systems


Leveraging LinkedIn to Prospect, Promote, Sell, & Succeed. Joel Don, ISA Social Media Community Manager
http://www.slideshare.net/MarketingAndSalesSummit/leveraging-linkedin-to-prospect-promote-sell-succeed

PR 101: Effective Marketing Communications for the Automation industry by Walt Boyes (recording and PPT will be online shortly)

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