As Wayne Gretzky said, “I skate to where the puck is going…”

integrated marketing, marketing strategy, sales funnel, sales marketing, business, business relationships, customer relationships, customer educationLet’s think for a moment about The Great One’s famous quote. He knew that just following the puck, or the market trend in our case, was not going to get him the goal. He needed to head to where the puck was going, arriving at its location before the puck even made it there.

Wayne was ready for the next play.

Now think of online marketing—it currently has control of the puck. By opening up new avenues for end users to access information, and educate themselves through product data and community forums, it’s reshaping the sales and marketing process.


Do you know where the puck is headed?

Expert stickhandling.

Back when print reigned supreme, and the ‘sales funnel’ was very clearly defined, there was a very straightforward process to marketing. It followed a direct path where the customer entered at the top, and was led out the bottom. And there were a limited number of methods to master: print ads, direct mail, catalogs…all traditional ‘push methods.’

But the web has shaken up this traditional linear model, as noted in a March 2014 article from the Harvard Business Review. “Prospects don’t just enter at the top of the funnel; instead they come in at any stage. Furthermore, they often jump stages, stay in a stage indefinitely or move back and forth between them.”

Your online marketing—everything from your website and targeted social media updates to Google Adwords and webinars—needs to match the modern thinking of your prospects. It’s no longer about straight selling, but helping to educate.

How in control are you of your online marketing tactics?


Get ready for the faceoff.

End users need to find content quickly and easily, and the web facilitates this process—especially in the industrial and electronics fields.

Not only is the internet used for research, but it leads prospects towards specific manufacturers. By sharing internet space with your end users, you can offer in-depth product and industry information directly, strengthening relationships and trust.

And a solid online presence also helps you keep up with—and keep ahead of—the competition by knowing trending topics, and responding to them to sustain the prospect’s attention.

Do you know your industry’s hot buttons?


Crash the net.

Today’s well-informed end user typically knows what product or service they need and exactly how to find it. By the time they reach your website, they’ve already familiarized themselves with an industry and the available product options.


Score the goal.

Wayne Gretzky scored his goals by knowing where the puck was going to be. The most successful businesses know that in order to secure a sale, they need to know where their end-users are going to be and anticipate where they are coming from. A coordinated online marketing program is necessary to win this game.

More information on The Great One’s career highlights.

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