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Posts By Jonathan Bein

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Given increased global competition and the rise in digital as a major sales channel, a value proposition has never been more important for independent distributors today. Consolidation is also likely to accelerate over the next five years; distributors who have not differentiated will either get acquired or go out of business.

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Most distributors dont view their inside sales team as a proactive sales force. Its relatively rare for inside sales reps to make outbound calls to generate more business or to employ active selling techniques. In fact, in a survey, nearly two-thirds of distributor respondents told Real Results Marketing their inside sales force spends less than 25% of their time proactively selling.

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We saw a dramatic shift in 2017 and 2018 in the amount of revenue coming through e-business channels for distributors in part due to a lower barrier to entry for smaller companies. Platform costs are less expensive, better product data is available and distributors in general have more know-how around how to use these technologies.

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In Part 1 of this series, we presented the results of an MDM survey about distributor marketing, focusing on the level of success they are currently having in their marketing efforts and to what extent they are deploying the various kinds of marketing vehicle (SEO, social media, e-mail, print and telemarketing). The overall trend we identified is that while distributors are slowly getting better at marketing, only a small portion (6 percent) can be classified as high performers. In Part 2 of the series, we explore two areas that distributors must improve on if they are to join that 6 percent and reap first-mover benefits.

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The 2018 State of Distributor Marketing examines how distributors perceive the features and benefits they offer customers. This joint survey between MDM-Real Results Marketing reveals that distributors are increasingly relying on search marketing instead of email marketing. This article examines how distributors across sectors approach marketing, what they consider the most effective channels to be and the frequency with which they conduct their different marketing vehicles.

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Part 2 of the 2017 State of Distributor Marketing examines how distributors perceive the features and benefits they offer customers.This article includes:

  • What features are important?
  • Benefits centered on helping customers
  • How are companies performing?

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • MDM-Baird Distribution Survey: Storms Stunt Distributor Growth
  • Distributors Up Search Marketing Efforts
  • Amazon Business: The Burning E-Platform
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A joint MDM-Real Results Marketing survey reveals that distributors are increasingly relying on search marketing instead of email marketing. This article examines how distributors across sectors approach marketing, what they consider the most effective channels to be and the frequency with which they conduct their different marketing vehicles.

This article includes:

  • Marketing vehicle importance
  • Marketing vehicle frequency
  • Best practices frequency

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • Millennials in Distribution: ‘No Magic’ in US LUMBER’s Strategy
  • Endgame Strategy: A Must for Distributors
  • Amazon Gets Down to Business
This article, based on a survey conducted by Real Results Marketing, looked at how distributors are dealing with the online giant and found that some are trying to beat Bezos & Co. while others are joining them.

This article includes:

  • Unknown or no effect yet from Amazon
  • Positive effects as result of Amazon
  • Negative Effects as a Result of Amazon

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • Millennials in Distribution: No Magic in US LUMBERs Strategy
  • Endgame Strategy: A Must for Distributors
  • Graingers Pricing Initiative, pt 2: The Quest for Optimization
e-commerce_2017PT2

Part 1 of this series showed the continued trend of distributors moving from the nascent stage (less than 5 percent of revenue) of e-commerce to the growth and maturity stages. The shift moving toward e-commerce maturity means the journey evolves as well. This article explores what is changing and what that could mean for your business.

This article includes:

  • E-commerce performance
  • Marketing vehicle effectiveness and spending rank
  • Satisfaction with returns on investment

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • Wholesale Distribution Disrupted, Part 2: Engage to Combat Disruption
  • Top Trends for 2017
  • ‘Digital Branch’ Strategy Drives AD eContent
2013ECommercet

The sixth annual MDM distribution e-commerce survey conducted with Real Results Marketing revealed several key trends.

This article includes:

  • Results of the 2017 State of E-Commerce in Distribution Survey
  • How the industry’s e-commerce offerings are maturing
  • The primary e-commerce objectives among respondents

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • Wholesale Distribution Disrupted, Part 2: Engage to Combat Disruption
  • Top Trends for 2017
  • ‘Digital Branch’ Strategy Drives AD eContent

A joint MDM-Real Results Marketing survey revealed that distribution and manufacturing, in general, are 4.5 times less likely than other industries to be extremely satisfied with their marketing capabilities. This article examines how distributors across sectors approach marketing and what they consider the most effective channels to be.

This article includes:

  • Distributor satisfaction with marketing programs
  • Marketing vehicle best practices & frequency
  • Areas for marketing growth

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Not a subscriber? Subscribe below or learn more. Subscribers also have access to the following related articles:

  • Making the Case for Mobile
  • Differentiate with Strategic Marketing
  • MDM-Baird Distribution Survey: Economy Stuck on the Bottom in 2Q

Predicting profitability of an order by measuring average margin is ineffective. Averages are susceptible to outliers and rarely represent the true value of any individual measure within the set. In this article, the authors examine flaws in conventional thinking about margin and provide practical ways to better manage small orders.

This article includes:

  • Common misconceptions about how to measure customer profitability
  • Better ways to measure the impact of small orders
  • Tips for how to improve profit from small customers

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  • Making Money with Small Customers
  • Measuring the Customer Experience
  • Cost-Effective Channel Alignment