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Navigating the buyer’s journey for ingredient and equipment purchasers

Buyer's Journey: Every Customer's Journey is Unique

Navigating the buyer’s journey for ingredient and equipment purchasers

Buyer's Journey: Every Customer's Journey is Unique
Source: Sosland Publishing

08.01.2023  ·  INSIGHTS FOR MARKETERS

The buyer’s journey is full of twists and turns. Without a deep understanding of ingredient and equipment purchasers’ preferences and behaviors, suppliers can miss out on everything from qualified leads to lucrative sales.

To shed light on how buyers navigate their purchasing decisions, we spoke with Marjorie Hellmer, president of Cypress Research, about two recent studies Cypress Research conducted on behalf of Food Business News and Baking & Snack.  

The 2023 Food Ingredient Buyer’s Journey study by Food Business News surveyed more than 200 professionals responsible for ingredient purchasing decisions, while Baking & Snack‘s 2021 Baking Equipment Buyer’s Journey study surveyed 135 wholesale bakery professionals involved in equipment procurement.

This research provides key insights for ingredient and wholesale baking equipment businesses looking to fine-tune their marketing strategies and establish enduring relationships with decision-makers.

Sosland Publishing: A singular buyer making a purchasing decision has become a rarity in the food and beverage industry. Can you explain the importance of targeting buying groups?

Marjorie Hellmer: When talking about the ingredient or equipment buyer’s journey, we’re not talking about a single professional at a company. We’re referring to a buying group, and the journey a key group of professionals is taking throughout the buying process.

For example, let’s look at ingredient buyers in the food industry. Our analysis has shown that the core buying group that drives research, solicits feedback, and recommends vendors typically includes decision-makers from operations, purchasing, R&D and oftentimes sales, marketing and sometimes the C-suite.

Right here, I’ve listed a minimum of six professionals within one company or even one facility—each with their own filters for the kind of content they’re looking for. These complex buying groups are all keeping their eyes on different types of information to help inform their choices depending on where they are in the buying process.

NOo06-multiple-job-functions-involved-in-the-ingredient-buying-process

When an ingredient or equipment purchaser begins gathering information and researching potential solutions and providers, what steps are they most likely to take during the awareness stage versus the active search and detailed information gathering stages?

Our research from the Food Ingredient Buyer’s Journey and Equipment Buyer’s Journey studies highlights the different information professionals will seek out at various stages.

When business leaders are simply “keeping up” on what is happening with ingredient or equipment supplier activity, of the 15 different potential sources of information, trade media dominates as the number one source professionals turn to. Sources such as print magazines, websites and newsletters keep the industry up to date with innovations and company activity.

Along with trade media, professionals also rely on trade shows to a great degree to help maintain their general awareness of innovations.

Chart displaying when wholesale bakers use trade media during the equipment procurement process

At this general awareness building stage, the two studies also demonstrate a few differences in the resources used by food processors versus wholesale baking professionals. 

To a lesser extent, but still importantly, a sizeable number of food processing professionals are turning to webinars and social media content to stay up to date on industry ingredient trends. Whereas a smaller but significant portion of baking executives leverage webinars, podcasts and videos to keep a steady pulse on equipment supplier activity.

Now, when they move to an active ingredient or supplier search and start gathering detailed information, search engines, supplier websites and trade shows move into the lead spots for preferred information sources among both food processing and wholesale baking professionals. This is, in part, because these tactics allow professionals to get up close and personal with a narrowed set of potential solutions and their providers.

How do information sources change when buyers are looking to expand business with a current ingredient or equipment supplier partner?

At this final stage of the buying process, both food processing and wholesale baking leaders tend to return to trade media sources like publications and websites. This is likely due to the broad reach of trade media and its ability to significantly increase brand and product awareness with a diverse set of industry professionals. 

What role does social media play in the buying journey, and what platforms are most effective for engaging buyers?

There is a growing audience using social media to stay current on ingredient and equipment innovations. Food Business News and Cypress Research have conducted this benchmarking research within the broader food processing industry since 2018, and trending shows an increasing role in its use by professionals.

Today, nearly 30% of food processors use social media for general ingredient supplier awareness building—up from 15% in 2018.

Pie chart displaying ingredient buyer's preferred social media channels

When food processing executives move into the active search stage or look to expand their business with a current ingredient supplier, about 20% of the industry turns to social media for information.

In addition, just over 20% of wholesale bakers use social media for general equipment supplier awareness. Sixteen percent use social media tools when getting detailed information about an equipment supplier and when looking for opportunities to expand their business with an existing supplier partner.

While social media is not a top ranked information source, these marketing strategies continue to grow in value and impact, especially on platforms such as LinkedIn, YouTube, Instagram and Facebook.

Why is it important for a marketing strategy to include inbound and outbound tactics?

Both tactics are, of course, vitally important to the health of any business and they each carry their own strengths. Individual company-generated marketing tactics like blogs, newsletters, and webinars build an audience over time.

Outbound marketing vehicles like print and digital advertising and trade show promotions all reach a large audience quickly, effectively creating brand awareness and promoting a company’s products and services to that broad audience.

What “offline” marketing tactics still hold value during the buyer’s journey?

Two reliable information sources professionals turn to to help inform their ingredient and equipment purchasing decisions throughout the buying process are “offline.”

Trade shows and trade publication print advertising are both very effective ways to reach a wide audience and promote a company’s brand image, communicate company values, and ultimately increase sales for reasons mentioned earlier.

We know the buyer’s journey is always evolving, but what are the most disruptive trends impacting buyers today?

We are already seeing more use of native advertising in the food industry with ads that are so cohesive with surrounding content, assimilated into the design, and consistent with the platform behavior that the viewer feels the ads belong there. These ads feel more authentic than traditional display advertising, and the content has the potential to genuinely connect more with the potential buyer. So, this tactic has disruptive potential.

I can also easily see the temptation, at some point, for the food industry to leverage direct mobile marketing strategies. It may be on the distant horizon but is likely inevitable in the business-to-business world.

To learn more about the buyer’s journey and to gain access to the studies referenced in this article, reach out to a Sosland Publishing media expert today.

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How to create effective ROS ads

A pair of computer monitors with arrows pointing to sections highlighted on each screen.

How to create effective ROS ads

A pair of computer monitors with arrows pointing to sections highlighted on each screen.
Source: Sosland Publishing

07.24.2023  ·  INSIGHTS FOR MARKETERS

Placing run of site (ROS) ads is a cost-effective way to get your brand’s message in front of a broad audience. However, a successful ROS ad campaign requires a strategy for creating ads that catch the audience’s attention. A ROS ad is like a billboard on the internet—you have a limited amount of time before the audience member scrolls past your ad. By following some important tips and tricks, you can create an effective ROS ad campaign that builds brand awareness and ultimately generates leads.

What is ROS advertising?

ROS advertising strategically positions ads beside content on various pages of a website. This outbound marketing tactic has several advantages. First, any potential visitor to the website can encounter your ROS ad. If it is a high-traffic website, you have the opportunity to extend your company’s reach and gain further brand recognition. Additionally, the amount of effort required to develop a ROS ad campaign tends to be less time-consuming than targeted marketing tactics. Additionally, the amount of effort required to develop a ROS ad campaign tends to be less time-consuming and often more cost-effective than targeted marketing tactics.

To capture a viewer’s attention and potentially get one to act, follow these important tips to develop an effective ROS ad.

ROS ads should include:

1. Simple, short copy coupled with imagery that supports your message. You will have only seconds of the viewer’s time, so the message should be strong enough to immediately catch the audience’s attention.

2. A compelling value proposition to entice potential customers. This might include a desirable offer, such as a free trial of a service, a promotional discount, or a solution to a challenge they may have.

3. A prominently featured company logo to build brand recognition with customers and prospects.

4. A strong call to action (CTA) to encourage a prospect to click through to learn more. Additionally, your CTA should create a sense of urgency with phrases such as: “Learn more,” “Watch now,” “Get started,” or “Claim your free trial.”

5. Animated features that can draw attention to your ROS ad. When using animation, it is important to note that less is more: simplicity with movement can be eye-catching and highlight your brand’s message.

ROS ads should NOT include:

1. Web domains, phone numbers, or other contact information that can be located once a prospect clicks on your ad and lands on your company’s website.

2. Long, complex copy. Audience members have limited time to interact with your ROS ad, so your brand’s message should be concise and powerful to encourage action.

3. Distracting elements and complex design features. These could deemphasize your CTA and be difficult for web users to comprehend.

4. Branding and messaging which differs from what is used elsewhere in your company’s marketing strategy. Be sure to use consistent branding across your entire campaign to maintain consumer trust and reduce confusion.

5. Hard to read fonts. Avoid using cursive, thin, small, or all uppercase fonts. This will make sure your CTA is clear and easily understood.

6. Colors that are too similar or cliché. Use fresh, bold colors that contrast your font color so that your CTA stands out. Avoid using color combinations that would convey an unintended association, such as red and green colors when your brand isn’t representing Christmas.

7. Animation that is too quick to keep up with. The animated features should allow the audience to have enough time to process your brand’s message.

In short: be concise, present an attractive offer with a CTA, be consistent with your message, and don’t attempt to cram too much into a ROS ad. By following these tips, you will be well on your way to creating an effective ROS ad campaign. Speak with a Sosland Publishing media expert today to learn more about integrating this outbound marketing tactic into your company’s marketing strategy.

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How inbound marketing helps generate leads

An envelope with a letter pulled from it next to a computer screen representing inbound marketing tactics.

How inbound marketing helps generate leads

An envelope with a letter pulled from it next to a computer screen representing inbound marketing tactics.
Source: Sosland Publishing

06.21.2023  ·  INSIGHTS FOR MARKETERS

To convert your prospects into customers, it is crucial that your brand has a successful marketing strategy. Utilizing inbound marketing tactics is an effective way to generate leads. While it is also beneficial to employ outbound tactics alongside an integrated inbound marketing strategy, inbound tactics will guide your prospects through their respective buying journeys with engaging content online and thereby drive sales growth. 

What is inbound marketing?

Inbound marketing is a marketing strategy focused on cultivating a loyal audience across your online media channels. By creating content that draws your target audience to your website and social media feeds, you have the opportunity to engage with prospects as they travel along their buying journeys, building trust in real time as they decide whether it is the right time for them to buy. Because of the personal nature this strategy takes, rather than the more general nature of traditional marketing methods, inbound marketing campaigns provide more opportunities to pre-qualify leads for your company.

Start by creating valuable information

Pre-qualifying prospects starts by providing value to your target audience. By posting on social media, for example, you can have a dialogue directly with prospective customers. By directly answering questions they pose related to your products or services, you can encourage buyers to make an informed purchase more imminently. Along the way, others following your social media feeds will see the helpful and engaging conversation, which helps build your brand’s reputation over time.

Some other examples of effective inbound marketing tactics include:

  • Publishing a native article in a highly regarded industry newsletter to keep your audience informed of your company’s solutions for their biggest challenges
  • Hosting a webinar to educate your audience about industry trends or the latest in process applications
  • Creating an engaging case study video with a customer to showcase your capabilities and expertise
 
Each of these marketing tactics builds out, piece by piece, a robust online library of digital assets ready to assist your future customers as they travel along their personal buying journeys. In addition, inbound marketing enables the creation of a stronger pipeline with a solid list of leads that your sales team can qualify much more quickly.

Track engagement and leads

A major benefit of deploying an inbound marketing strategy is that audience engagement can be directly monitored in real time. By using the tracking functions of the software used to deploy various digital marketing tactics, you have immediate access to campaign analytics. This means that with some time and attention, leads can be pre-qualified for your company’s sales team which can lead to a more solid sales pipeline.

In addition to lead generation opportunities resulting from inbound marketing tactics, new opportunities are created for tracking a prospect’s engagement with your brand, such as an analysis of:

  • Impressions, click-through rates, and leads from sponsored native content
  • Contact information (leads) from registrants attending a webinar or other virtual event
  • Followers, reactions, comments, and overall impressions generated from social media posts
 

Enhance your marketing strategy

Cultivating a loyal audience over time through an inbound marketing strategy is most successful when traditional marketing strategies are also being employed. Speak with a Sosland Publishing media expert today to craft your next marketing strategy.

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The do’s and don’ts of creating videos for your products

An open box with a video play button on it.

The do’s and don’ts of creating videos for your products

An open box with a video play button on it.
Source: Sosland Publishing

05.26.2023  ·  INSIGHTS FOR MARKETERS

Equipment and ingredient companies are increasingly using video to introduce new products to prospective buyers. This medium provides a powerful snapshot of an item’s capabilities and allows viewers to see a product in action.

However, simply creating a video doesn’t guarantee that you’ll make a lasting impression with decision makers. There are some fundamental do’s and don’ts that must be followed if you want to captivate your target audience. 

DO: Partner with the pros

While it may be tempting to go the DIY route, avoid this approach when possible. Teaming up with freelancers or a production company will help ensure your video looks polished and professional, which lends more credibility to your brand. Additionally, by working with experts, you can focus on developing compelling messaging rather than learning the ins and outs of video editing software such as Adobe Premiere Pro.

Before you partner with freelancers or a production company, be sure and ask them the following questions to see if they are a good fit for your brand:

  1. What type of videos do you specialize in?
  2. What B2B companies have you worked with in the past?
  3. Do you have a reel or examples of work you’ve done with manufacturers?
  4. How do you prefer to collaborate with your clients?
  5. Can you work within my budget and timeline?
  6. How much guidance will I receive on this project?

DON’T: Bore your audience

As more brands leverage video marketing, standing out from your competitors becomes more important than ever. Instead of simply showcasing the machinery alongside background music, engage your audience with a compelling narrative or use your brand’s in-house technical experts to connect with viewers and bring a human element to the screen.

DO: Address pain points

If a prospect is watching your video, they want to know what problems your machinery or ingredients can help them solve. Avoid simply listing features and connect the dots for them by providing meaningful information that calls back to their everyday work.

DON’T: Deliver every detail

While addressing pain points is critical, you don’t need to answer every question a viewer may have. Buyers typically watch a supplier or manufacturer’s videos to get a quick break down of the product and to see it in action. For detailed information, they’ll turn to your website or sell sheet. Stick to addressing one or two major challenges to ensure your video is easy to digest and keeps the viewer’s attention.  

DO: Include a CTA

Give prospects an action to take at the end of your video by including a call-to-action (CTA). Whether you want them to book a meeting with your sales team or visit the products page of your website, your message should be concise, relate to the product, and be easy to act on.

DON’T: Assume audio will be played

Adding captions to your video is critical for engaging viewers, increasing accessibility, and boosting SEO efforts as more viewers opt to watch video without sound.

Captioning your brand’s videos creates an inclusive experience and increases the likelihood of your video not only being watched but watched longer. According to a recent study by Facebook, captioned video ads increase video view time by 12%. Uploading captions also improves your video’s ranking on websites like Google and YouTube by providing search engines information beyond what’s in the content’s title and description.

As video content and consumption habits continue to evolve, it’s crucial to keep up with the medium’s best practices. Connect with a Sosland Publishing media expert for the latest tips and resources to ensure your video reaches the right audience.

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Traditional vs. inbound marketing: What to know when developing your brand strategy

Traditional vs Inbound marketing

Traditional vs. inbound marketing: What to know when developing your brand strategy

Traditional vs Inbound marketing
Source: Sosland Publishing

04.27.2023  ·  INSIGHTS FOR MARKETERS

When developing a marketing strategy, there are two general ways to go about it. The first is traditional or “outbound” marketing—the strategy with which most consumers and businesses are familiar. The second is inbound marketing, which has become increasingly popular with the rise of the internet and social media. Both strategies have benefits for growing your business and challenges that need to be carefully considered when developing your marketing or brand strategy.

How do traditional and inbound marketing compare?

The main difference between traditional and inbound marketing strategies concerns how your messages reach your potential customers. You are employing a traditional, outbound marketing strategy when you push your brand’s messaging out to customers. B2B marketers commonly use physical media for outbound tactics, such as presenting prospects with ads in a printed magazine or by running commercials on channels they are likely to watch. This means your message is appearing in front of your potential customers when your product or service is not already on their minds.

By contrast, you are employing an inbound marketing strategy when you create content that draws people in to your website or other online environments. This approach involves preparing trustworthy content ahead of time so buyers can find the answers they are looking for at their own pace. You can achieve this by, for example, having an active social media presence with engaging content or by creating videos that help address common questions that prospects may have about your product.

What are the benefits of traditional marketing?

Traditional marketing tends to be the more general of the two strategies, and it has the widest scope. The aim is to get your messaging in front of as broad of an audience as possible, and the goal is to convert that audience into customers.

Examples of outbound marketing include promotional tactics designed to draw attention and lead to product sales, such as exhibiting at trade shows, placing magazine or website ads, sending direct mail, or running commercial breaks on podcasts. Traditional marketing has the benefit of reaching a wide audience, which helps to build brand awareness with prospects who may be otherwise unfamiliar with your products and services. Further, this traditional marketing strategy has the potential to yield immediate results: some buyers may be in a position to place a purchase order right when they receive your company’s message.

What are the challenges of traditional marketing?

When deploying only traditional marketing tactics, measuring engagement can be difficult due to its primarily physical nature. Your company can track cold calls, event attendance, pay-per-click advertising, and open rates from email blasts, though this likely won’t paint a complete picture of how your message is being received. Traditional tactics elevate your brand and connect you with a large audience, and using these traditional marketing tactics without a complementary inbound marketing strategy might make it more difficult to track audience engagement. This could in turn make it more difficult to convert them into customers.

What are the benefits of inbound marketing?

Inbound marketing is a more subtle, non-invasive marketing strategy. The goal is to cultivate a loyal audience over time. Customers participate in a potentially lengthy buying journey, and along their journey they need helpful and reliable information, feedback, and positive interactions with a company before they decide whether to make a purchase.

Examples of inbound marketing include many kinds of informative digital content, such as hosting webinars, publishing thought leadership articles on your company’s website, posting sponsored content on other trusted and authoritative websites, crafting timely and engaging social media posts, or serving up sponsored content in a newsletter. It is important to create engaging content that makes your products easy to find, preemptively answers a buyer’s questions, and distinguishes your brand from the competition.

A major benefit of this approach is that your brand’s messaging can be measured for audience engagement through various software tools. This means that you can guide customers through their entire buying journey and cultivate brand loyalty along the way. Keep in mind that it is beneficial to employ outbound tactics alongside an integrated inbound marketing strategy. That way, you introduce your brand to as broad of an audience as possible and then guide those prospects along their respective buying journeys.

What are the challenges of inbound marketing?

Inbound marketing tactics require a significant time investment to continuously create content and thereby stay relevant online. So, using inbound marketing tactics without the assistance of traditional marketing strategies can result in a longer buying journey for your prospects. Since an inbound marketing strategy requires careful planning, many in the food industry rely on Sosland Publishing and its respective brands for help.

Speak to a Sosland Publishing media expert about your marketing strategy

Whether you are looking to cast a wide net and promote brand recognition through a traditional marketing campaign, or you are looking to cultivate a loyal audience over time through an inbound marketing strategy, Sosland Publishing has a variety of products to support you. Speak with our media experts today to craft your marketing plan or your next campaign.

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Seven tips for writing an effective native article

Native Article Tips

Seven tips for writing an effective native article

Native Article Tips
Source: Sosland Publishing

03.23.2023  ·  INSIGHTS FOR MARKETERS

While many B2B marketers in the food and beverage industry rely on content like blog posts, white papers and infographics to build credibility and promote their offerings, waiting on results from these endeavors can be frustrating. To speed up this process and reach an even wider audience, brands are partnering with trade media outlets to release native articles.

A form of native advertising, a native article is educational content that is written by a brand and then hosted on a publication’s website alongside editorial stories. The article’s headline, copy and images reflect the tone, look and feel of other pieces produced by the publication to ensure a seamless reader experience. 

By leaning into some key tips and best practices, you can produce compelling native articles that not only quickly reach your target audience but also boost your brand’s authority and drive awareness for your products and services. 

1. Take a strategic approach

Kick off the content development process by reflecting on how your native article fits into your overall campaign strategy. Think about how the piece can complement other tactics while reinforcing your overall goal. Next, determine the article’s topic and objective to ensure the content and call-to-action (CTA) remain consistent with the campaign’s strategy.

2. Map out your content

After researching your topic and audience, determine the article’s storytelling format and generate an outline to guide your writing process. If you’re not sure where to start, follow an inverted pyramid structure to guarantee that your story is concise and easy to digest. In addition, don’t shy away from other engaging frameworks such as listicles, Q&As, checklists, how-to guides and FAQs.

3. Aim to inform readers

Your article should reflect the tone and style of the publication you are partnering with, and, most importantly, deliver value to readers. Informative or educational content positions your brand as a trusted resource and performs far better than a sales pitch.

For example, an equipment supplier looking to promote its artisan baking line could write about processing tips for Old World breads or discuss the ins and outs of scaling production. By sticking to these topics and avoiding self-promotion, the supplier boosts their industry authority and increases opportunities for engagement.  

4. Highlight your sources

Underscore your credibility by interviewing experts, citing sources and including timely data throughout your copy. Internally link to other stories on the publication’s website and externally link to research when possible to substantiate claims.   

5. Create eye-catching headlines

As readers scan websites, newsletters or social media, a range of news, ads and posts compete for their attention. This makes a powerful headline essential to getting eyes on your article. Take the time to thoughtfully craft your title while keeping the following best practices in mind: 

  • Use strong language that clearly illustrates what will be covered in the article.
  • Optimize headlines for search engines by keeping the copy under 65 characters and including relevant keywords at the beginning of the headline.
  • Spark curiosity by appealing to an industry challenge or asking a timely question.
  • Add numbers to titles if you are creating a list or presenting notable data.
  • Steer clear of clickbait and always deliver on the headline’s promise.
6. Select striking imagery

Much like a headline, an image is one of the first pieces of information a person uses to determine if they should read an article. Pictures should support your narrative and bring the story to life. If images are pixelated or lack purpose, you may lose out on pageviews.  

7. Keep the journey going

At your article’s conclusion, tie together the piece’s main points and provide readers with a clear directive that is consistent with your content’s tone. Include a CTA, keywords and follow-up content or information to create an effective message. For example, an article by ABC Company covering plant-based snack trends could include one of the following messages: 

  • Learn more about the future of plant-based snacks by reading ABC Company’s latest trend report.   
  • Sign up for ABC Company’s webinar on plant-based proteins to learn how you can give your snacks a nutritional boost.
  • Visit ABCCompany.com to set up an appointment with our R&D experts and access technical resources on formulating plant-based snacks.

Developing content that connects with your target audience can be challenging at times. But with thorough research and creative storytelling, your brand can become a trusted resource that food industry professionals turn to for their next need.

Want to learn more about making a lasting impression with native articles? Contact a Sosland Publishing media expert today and discover a new way to engage with our readers.

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On my radar: Symrise’s Emmanuel Laroche

Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.

On my radar: Symrise’s Emmanuel Laroche

Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.
Emmanuel Laroche, vice president, marketing and consumer insights, Symrise

10.20.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On My Radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Emmanuel Laroche, vice president, marketing and consumer insights, Symrise.

Sosland Publishing: What is your background in marketing?

Emmanuel Laroche: After graduating from college in France with a masters in both organic chemistry and marketing, I had the opportunity to come to the U.S. for a year for an internship with a flavor manufacturer. During that time, I fell in love with the industry and the pace of business in America. After my internship, I returned to Europe and found the flavor segment to be the perfect sweet spot for my dual background in science and marketing combined with my passion for food. I soon began my career in marketing, which also included work in sales and product category management.

In 2002, I moved back to the U.S. to take a regional lead marketing position at Symrise, which led me to my current role today as vice president, marketing and consumer insights. Throughout my career, I’ve been driven to engage with consumer packaged goods and food and beverage companies innovatively and strategically to grow Symrise’s business.

Because of my love for cuisine and the food industry coupled with a curiosity to further explore the culinary space, I launched a personal podcast in 2018 called flavors unknown. Through this medium, I share the stories of award-winning American chefs, pastry chefs, and mixologists who are redefining and disrupting the restaurant and hospitality industry.

Next month I will be publishing my first book titled Conversations Behind the Kitchen Door: 50 Chefs Chart Today’s Food Culture in which I explore the future of culinary creativity. The book is based on insights gleaned from my podcast interviews with culinary leaders, along with private conversations with chefs, beverage specialists and food entrepreneurs.

What are you reading, watching or listening to right now to keep up with marketing trends?

Rising Star

StarChefs’ Rising Star magazine is a great source of insights about the emerging American culinary talent. Yes, it requires a paid subscription, which is inexpensive, but it delivers industry trends, business intel, beverage knowledge, and a fresh dose of culinary inspiration from around the country right to your doorstep.

Marketing Today

Marketing Today is a great marketing podcast from my friend Alan Hart. Alan goes behind the scenes with the world’s best chief marketing officers and business leaders. You will learn directly from the show’s guests as they share strategies, tips and advice.

Chef’s Table

I love to travel, and I love to discover new food. Chef’s Table on Netflix combines both. It brings inspiration from the masters of cuisine from around the world, talking about their successes and failures and presenting their most delicious dishes.

flavors unknown

Whether you’re a food enthusiast who enjoys hearing how chef, pastry chefs and mixologists conceptualize dishes and drinks and create the tastes that delight us, or you’re looking for sources of inspiration from acclaimed culinary leaders and want to stay up to date with new industry trends, ingredients, and techniques, the flavors unknown podcast is for you.

Connect with Emmanuel on LinkedIn

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Infographic: The anatomy of an optimized print ad

The Anatomy of an optimized print ad

Infographic: The anatomy of an optimized print ad

10.14.2022  ·  INSIGHTS FOR MARKETERS

From higher ad recall to increased credibility among buyers, print advertising offers business-to-business marketers a slew of benefits. But to ensure this tactic’s success and reach the right prospects, companies need to leverage four critical components of a print advertisement. 

Infographic of how to optimize print advertisement.

If you’re ready to take your prints ads to the next level but need some guidance along the way, reach out to a Sosland Publishing media expert today.

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On my radar: Bundy Baking Solutions’ Wendi Ebbing

Wendi Ebbing, Bundy Baking Solutions

On my radar: Bundy Baking Solutions'
Wendi Ebbing

Wendi Ebbing, Bundy Baking Solutions
Wendi Ebbing, vice president of marketing, Bundy Baking Solutions

08.10.2022  ·  INSIGHTS FOR MARKETERS

In Sosland Publishing’s series “On My Radar,” marketers from across the food industry reveal what they’re reading, listening to and watching to stay up to date on the latest marketing trends. For this month’s edition, we spoke to Wendi Ebbing, vice president of marketing, Bundy Baking Solutions.

Sosland Publishing: What is your background in marketing?

I actually graduated from college with a degree in environmental science and chemistry from Ohio Northern University and started my career “marketing” safety and compliance to manufacturing employees. During that time, I was working for a baking equipment manufacturer and realized that while safety is important, I was more passionate about our equipment and the baking industry in general.

While I was studying for my MBA, I was fortunate enough to be working with some great people who saw my potential and offered me a position in marketing. That was more than 23 years ago. Since then, I’ve marketed different products and services over the years but have always believed that marketing is the same at its core: connecting with people, understanding what is important to them, and telling them how we can help. That’s what I really love about marketing.

What are you reading, watching or listening to right now to keep up with marketing trends?

Newsletters

B2B Marketing Zone and Marketing Pro are two of my favorite newsletters, because they bring a lot of different topics into one email. I can pick and choose which topics are relevant to our marketing efforts at the time and gain insight on new trends and how to apply them to our strategies.

Podcasts

Digital marketing has been a game changer since starting my career more than 20 years ago. I love the Digital Marketing Podcast from Target Internet, because it covers a lot of different topics that are useful for business-to-business (B2B) marketers while other podcasts tend to focus on business-to-consumer marketing only. I also enjoy Gorilla76’s podcast The Manufacturing Executive and Industrial Marketing Live webinars, which offer great insights specifically for B2B manufacturing marketers. 

Baking industry newsletters, magazines, and podcasts

I engage with a variety of baking industry newsletters, magazines and podcasts. Staying on top of the latest industry news and hot topics along with tracking the latest marketing methods is a great way to make sure we are effectively communicating what is important and helpful to our customers.

Connect with Wendi on LinkedIn

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How to create targeted emails that land leads

How to create targeted emails that land leads

How to create targeted emails that land leads

How to create targeted emails that land leads

08.08.2022  ·  INSIGHTS FOR MARKETERS

Whether you’re introducing a new product or announcing a special offer, targeted emails are a great way to drive qualified traffic and leads to your website and move customers through the buyer’s journey. However, a thoughtful approach is required to maximize ROI and reach prospects.

To ensure that targeted emails are the right fit for your upcoming campaign, ask yourself these three questions:

1. What is the goal of this targeted email?

If you’re looking to promote a product, generate or nurture leads or drive thought leadership, targeted emails can help you achieve those goals. With the right content and messaging, this tactic will improve brand awareness, build credibility, and bring you one step closer to closing a deal.

2. How will I make our message soar?

When it comes to targeted emails, a hard sell doesn’t cut it. Since business-to-business (B2B) purchases are made on a much larger scale than business-to-consumer purchases, B2B buyers are focused on making the most informed purchase possible and partnering with companies that know the ins and outs of an industry.

When developing messaging for a targeted email, think about how you can position your brand as a trusted partner and educator rather than just a seller. Consider including an educational article, infographic, video or market research to support your message and add value to it. After reading your email, prospects should feel confident turning to your company for the solutions they need.

3. How does this targeted email fit into my campaign’s overall goals?

Solely relying on targeted emails to achieve your campaign’s goals will lead to underwhelming results. To guarantee your message reaches key prospects in a variety of places, employ a balanced tactical mix, and use targeted emails to complement other tactics.

Once you’ve determined that targeted emails are the right fit for your campaign, the next step is to develop eye-catching content. By tapping into some key best practices, you can increase open rates and ensure your message reaches the right people.

Develop a stellar recipient list

Sometimes bigger isn’t always better. Putting your message in front of a more narrowly targeted audience via a segmented send can increase open rates and ensure your message gets in front of the right people. Let Sosland Publishing’s digital media experts help you target your message to an audience that’s ready to hear it with demographic targeting.

Optimize subject lines

Strong subject lines are essential to driving email open rates, so it’s important to craft brief yet compelling copy that will pique recipients’ attention. When developing a subject line, there are a couple directions you can take. Tap into the tips below to get the most out of your copy.
  • Use actionable language to create a sense of urgency, drive curiosity, convey authority or solve a problem.
  • Ask a question that is intriguing enough for the reader to want to know the answer.
  • Use numbers, statistics or lists to make your message appear more specific, digestible or educational.
  • Convince the recipient to open your email by using who, what, when, where, why or how.

Don’t forget to include a preheader in your message in addition to your subject line, as it is your last chance to grab recipients’ attention.

Craft clear, engaging copy

The copy inside your targeted email needs to be powerful but to the point. Recipients don’t read emails like they would read a magazine article. They prefer digestible bits of information that can be quickly scanned. Keep your copy between 50 and 125 words, and use bulleted lists to break up key information. Maintaining this wordcount will help keep your email focused and relevant to readers.

Spark interest with images

Images used in your targeted email should support your message and easily tie into your brand’s identity. Try to use one or two original images that reflect your company and its distinct offerings. Keep in mind that key copy and your call-to-action (CTA) should not be embedded in images, because they may not display in certain circumstances.

Create a clickable CTA

A distinct CTA is essential to getting readers out of their inbox and on to your landing page. CTAs need to be easy to find and actionable. To make CTAs stand out from other text and images, use a large, standalone button that contrasts with the email’s design and consider repeating the CTA to give users another opportunity to click. Most importantly, draw readers in by using strong action-oriented verbs that will guide them to their destination.

While an eye-catching subject line and a striking CTA create the foundation for a compelling message, targeted email best practices are always evolving. Connect with a Sosland Publishing media expert for the latest tips and resources on email marketing to ensure your message resonates and reaches the right audience.