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Extended-form Case Study

Finish Thompson: aligning go-to-market strategy with customer buying behavior

Published on March 31, 2024   11 min

A selection of talks on Marketing & Sales

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0:00
Hello. I'm Ruth Stevens, an adjunct professor at the New York University, Stern School of Business. I'm very happy to share this interesting case study with you about Finish Thompson. It's about B2B buying and how it has changed and how marketers need to change with it.
0:21
Let's look at a company that has figured out how to change their marketing to meet their buyers behavior, and create a positioning that added great value to their perception in the marketplace.
0:35
Finish Thompson is a family owned manufacturer of pumps for moving fluids, usually chemicals, founded in 1951 and based in Erie, Pennsylvania. Their company is distinguished by a culture of trust and service where business is done on a handshake. This is a fairly dirty industrial category where the liquids are often unclean and the applications can be dangerous. Most of their customers operate in highly regulated industries too. Customers especially value a supplier who is reliable and trustworthy.
1:14
These industrial pumps are used in a wide variety of industries that involve fluid handling and also environmental markets. As you can see here, the company is still in growth mode and continuing to expand its production capabilities. Check out this long list of industries that need pumps that can handle liquid chemicals. This shows a lot of future potential opportunity for the company. To go-to-market,

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Finish Thompson: aligning go-to-market strategy with customer buying behavior

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