Klaus Werner – Global Industrial – On evaluating new mid-funnel marketing channels

klaus werner

Brands can’t thrive on lower-funnel marketing alone.

That’s one of the topics I discuss with Klaus Werner, Chief Marketing and Digital Officer, Global Industrial, a leading retailer of brand name and private label products, including industrial, and material handling supplies. Klaus shares with me how Global Industrial is evaluating the use of new marketing channels, including traditionally non-B2B channels such as TikTok along with sports marketing and sponsorships, to break through the clutter.

In the full interview we discuss Global Industrial’s recent corporate rebranding and testing of new social media platforms.  We also discuss the role of social media in B2B marketing, Global Industrial’s recent entry into sports marketing, the importance of measurably when experimenting with new mid-full marketing channels. Of course, we also cover other topics relevant to e-commerce and B2B marketing.