It was great to catch up with Wyatt Link, Marketing Manager at the Hiller Companies, a source of fire protection and life safety products. Hiller has been around for more than 100 years (it was founded in 1909); today it continues to grow and expand service offerings throughout the U.S.
Our conversation focuses on effective B2B strategies and tactics. We discuss the importance of understanding customer journeys and mapping them out to allocate marketing budgets effectively. We address the value of B2B marketing, particularly in highly regulated industries like Hillers’ and the significance of customer satisfaction scores.
Wyatt highlights the role of social media, especially LinkedIn, in B2B marketing and the importance of education in his industry. He touches on the impact of trade shows, the significance of AI in future marketing strategies, and the need for CRM tools to manage long sales cycles and account-based marketing.
Discussion points include:
- How Hiller Company acquisitions have been strategic to complement existing offerings and provide a full service in specific geographic areas.
- The need for a focused social media strategy that aligns with customer personas and information-seeking behaviors.
- The importance of education in B2B marketing and how content creation helps in product fit and situational fit for customers.
- The role of regulatory advisory bodies like the National Fire Protection Association in shaping Hiller’s content and standards.
- The importance of attending high-value trade shows and leveraging them for networking and product promotion.
- How customer satisfaction scores help in determining the value of customer relationships and areas for improvement.
Insights on using AI to generate ideas and content, which can then be adapted to specific business needs.
- The importance of understanding decision-makers and buyers in long sales cycles.
