Industrial Marketing Today

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SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics. Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation. Defining qualified leads.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

Even though other marketing tactics like in-person events and webinars are still seen as the most effective tactics, this year blogs registered a 45% increase in “perceived effectiveness” as compared to the study done in 2010. ( See chart below ). I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI).

Content Marketing for Engineers

Industrial Marketing Today

This trend is consistent and was reported in 2010, 2011 and in 2012. I’ll go out on a limb and state that content marketing for engineers is different. Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” And I agree that at the end of the day, marketing to engineers is still all about communicating with people. Call it P2P (Person-to-Person) marketing if you will. Adding a human element into the content makes it even more compelling to your engineering audience. know it’s Emerson again.

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Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.” I’m not disputing that nor am I making a new revelation.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website? Copyright © 2010 Tiecas, Inc. Why do we need prices on B2B websites?

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. There are plenty of charts and graphs too. of Tiecas, Inc.

Where Industrial Websites are Falling Short

Industrial Marketing Today

First the good news – 76 percent of small and medium sized manufacturers and industrial companies reported that their websites made a contribution to their growth during the second half of 2010. Outperformers are defined as manufacturers, custom manufacturers and wholesalers/distributors that experienced growth in the last half of 2010 and expect further growth by June 2011.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

In his article “Engineers—re-engineer yourself,” published in the March/April 2010 issue of InTech, he wrote , “Engineering is a detail-orientated job. In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. The disconnect is strong and distinct. As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus. One of the reasons I am retained is to bridge this gap between marketing and engineering. An Engineering Mind: What does the term “Marketechture&# mean?

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Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

What is even more amazing is the fact that this has not changed much from 2010 to 2011 as shown by the chart below from eMarketer. If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Upper management asking you to fill the pipeline with ever-shrinking budgets is a given these days. Source: HubSpot).

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. Not every action needs to be scored. All Rights Reserved. Resources

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. Achinta Mitra July 23, 2010 at 11:39 am Jack, Thanks for visiting my blog and leaving your comment.

B2B Lead Generation Using a Business Blog

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. Cooper September 24, 2010 at 4:28 pm Can’t argue against those stats.

Industrial Blog Sites Revisited

Industrial Marketing Today

39% of the engineering, technical, manufacturing and industrial companies plan to implement a company blog as part of their 2011 social media initiatives and 50% expect to invest more (compared to 2010) in company blogs according to GlobalSpec’s 2011 Trends in Industrial Marketing. The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. Content curation.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” Copyright © 2010 Tiecas, Inc.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

Quality of leads delivered” was considered as most important by 464 respondents from the manufacturing sector as reported in Trends in Industrial Marketing 2010 released by GlobalSpec. If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. How do you separate hype from reality, especially when it comes to industrial marketing? Let’s take a closer look at both.

Manufacturers Use CAD and 3D Parts Catalogs to Generate Leads

Industrial Marketing Today

Here are some stats and quotes from one of their press releases: Designers and engineers downloaded 48 million 3D CAD product models – or an average of 4 million per month – across the globe in 2010. For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. Downloadable CAD files have played a major role in components and parts being designed in – a key and necessary step in the industrial buying process. have written about the benefits of creating an online CAD library in several of my posts in the past. Quite a mouthful! Tsubaki.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

You can download the full report, “ B2B Content Marketing 2010: Manufacturing Report” from here. According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. Videos (48%) are the preferred content format over other digital tactics (podcasts, virtual conferences and e-books) by a wide margin. According to the same report, 82% of B2B manufacturing respondents indicated that they rely on content marketing to build brand awareness. Tyco Flow Control.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

In 2011, 33% of the respondents chose this option which is a five point jump over 2010. As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. BTW, I found out about the study from a discussion posted on a LinkedIn group called Automation & Control Engineering. Yup, social media does work in the industrial sector, sometimes. Digital marketing trends in 2011.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions. should know — I am an engineer too. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. Don’t! Engineers are creatures of habit. Resource

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Using Content to Move Prospects Forward in the Sales Cycle by Achinta Mitra on May 5, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Sales Strategies We often think of online content as the text on a web or blog page. Copyright © 2010 Tiecas, Inc.

3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

Industrial Marketing Today

I hope you had a wonderful Thanksgiving weekend (here in the U.S.) with your family. Now, back to work. Attempting do-it-yourself (DiY) search engine optimization (SEO) is common among industrial companies since they tend to have dedicated IT departments. Can DiY SEO be just as effective as hiring an outside expert? Should IT be handling this task? So far so good. Bad idea! Tread carefully!

Engaging Content that Solves and Sells

Industrial Marketing Today

billion of sales in 2010. As all good content marketers know, engaging marketing content moves the needle. It persuades readers to take action and guides them along in their sales cycle in a logical manner. It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. National Semiconductor Corp.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. However, there’s no denying the low cost of email marketing. Share your ideas here.

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Twofold Benefit of Optimizing Marketing Content by Achinta Mitra on August 17, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Search Engine Optimization (SEO) Online optimization is usually associated with natural or organic search engine optimization (SEO).

Optimizing Your WordPress Business Blog

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. However, none of that can happen until you drive lots of interested traffic to your business blog. Optimizing (SEO) your business blog is critical because it allows your target audience to find you in search engines and attract traffic. An invisible blog doesn’t draw a crowd and neither will you have the opportunity to engage with them. All Rights Reserved.

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The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

That was one of the key findings of the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group. Copyright © 2010 Tiecas, Inc. The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. Johnson (GPJ). Robert G. Vallee Jr., That was the good news part of the study.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

Copyright © 2010 Tiecas, Inc. However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. The most simplistic approach to evaluating customer engagement is to measure conversion rates. For an eCommerce site that is easy, it is typically the value of transaction per visit. You can read his entire blog post here. of Tiecas, Inc.

Top 10 Clichés to Avoid in B2B Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Top 10 Clichés to Avoid in B2B Marketing Content by Achinta Mitra on May 18, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies You can find plenty of clichés used (overused?) in B2B marketing content. Copyright © 2010 Tiecas, Inc. Get Engineers Can Sell white paper now.

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation by Achinta Mitra on May 7, 2010 in B2B Lead Generation , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies For as long as I can remember, B2B marketers have considered lead generation as their primary focus. Resources

5 Most Popular Industrial Marketing Blog Posts from 2010

Industrial Marketing Today

2010 has been another tough year for the industrial sector but I’m encouraged by all the good news that I’ve heard throughout the year about a modest rebound in U.S. In keeping with that spirit, here are my five most popular industrial marketing blog posts from 2010. I’ve compiled these based on a combination of the traffic, time spent on the page etc. We’re almost at the end of the year and you made it. Congratulations! manufacturing. from my Google Analytics, the number of inbound links received, retweets and other social sharing. Marketing Automation vs. Inbound Marketing.

?Tis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites

Industrial Marketing Today

A New Year and a new website mean new leads and sales opportunities. That’s what most businesses wish for during the Holiday Season. website redesign is a common marketing kick off in Q1 for many manufacturers, industrial and engineering companies. With 2011 right around the corner, this is a good time to finalize your website redesign plans in order to find the right prospects and begin filling your sales pipeline. Job 1 for industrial websites is generating high-quality leads and driving sales. See The 6 essential rules of a website redesign – Ignore them at your peril.

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. In other words, marketing content is locked behind a registration form or as some refer to it as “gated content.”.

Dawning of the Age of Content Marketing in the Industrial Sector

Industrial Marketing Today

Manufacturers and industrial companies have a reputation of being slow to adopt new marketing strategies and techniques. If you are a B2B marketer who deals with engineering companies, you know how difficult it is to explain the true value of content marketing to upper management and the C-suite. As a result, many industrial companies remain in the dark about the power of content for inbound marketing. If you Google “definition of content marketing,” it will return 4,760 results. Obviously it means different things to different people. At least I couldn’t find any.

Breaking the Rules of Content Marketing Pays Off Big Time for Engineering Companies

Industrial Marketing Today

www.jacobs.com , NYSE: JEC) — about $10 billion in 2010. Jacobs Engineering’s 2010 Sustainability Report weighs in at a hefty 120 pages. As part of a new Web design project that I’m working on for an engineering company, I’ve spent quite a bit of time in the past two weeks reviewing Websites of well-known engineering, procurement and construction (EPC) companies. These EPC companies not only have a substantial presence (major employers) in Houston, Texas but they also have a large global footprint. figured these companies would be great examples of marketing with content.