| | | Industrial Marketing Today | |  Analytics | 31 articles |
| Page 1 of 1 | Previous | Next | INDUSTRIAL MARKETING TODAY FEBRUARY 24, 2012 Manufacturers: Don’t Start a Lead Generation Campaign Without Sales During an internal discovery meeting with the client’s Director of Marketing and the Marcom Manager, we spent considerable amount of time reviewing their clickthru reports, traffic, pageviews behavior and engagement stats from Google Analytics. Every manufacturing or industrial company that I talk to wants more leads. However, there is a serious disconnect between sales and marketing when it comes to defining a qualified lead. This is not a new problem. Google sales and marketing disconnect and you will find thousands of articles written on this topic. The s**t hit the fan!). | INDUSTRIAL MARKETING TODAY JULY 16, 2012 The Real Value of Content Marketing for Industrial Companies For the moment, I am going to set aside analytics and ROI measurements and focus on the real value of content marketing as it relates to industrial sales. In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales. | | | | | |
| INDUSTRIAL MARKETING TODAY DECEMBER 12, 2010  SAL is the Glue that Binds Sales and Marketing in Lead Generation which Sales knows best and visitor engagement (site activities) for which Marketing has access to analytics and reports. 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. Defining qualified leads. | INDUSTRIAL MARKETING TODAY JULY 8, 2012 Is Your Industrial Website Leaking Leads? Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. If you are sophisticated enough with analytics, you can set up conversion tracking within Google Analytics to get a better handle on where the leads are leaking from your Website. One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. By default, they assume that the issue is the lack of traffic because of poor SEO. In short, you may have a leaky industrial Website. See my earlier post, You’ve Got Traffic. | INDUSTRIAL MARKETING TODAY JUNE 22, 2012 Don’t Underestimate Industrial Marketing’s Contribution to Sales It is very important to tie together marketing activities with a robust set of analytics to help you track every online interaction. The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. Marketing keeps you in sales.” From BtoB LinkedIn group ). | INDUSTRIAL MARKETING TODAY DECEMBER 1, 2011  Creating Digital Content for Industrial Marketing Learn to interpret the data from your site analytics and develop customer personas. “We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. have to quickly shift into my explaining mode right after that. Creating digital content is neither easy nor quick. Easy, right? | | | | | | | |
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INDUSTRIAL MARKETING TODAY | WEDNESDAY, JANUARY 18, 2012 Website Evaluation Comes Before Site Redesign
However, you should insist that your industrial website redesign include at least the basic SEO features such as optimized <Title> and <Description> tags, keyword rich H1 and H2 tags, XML and HTML site maps, code for Google Analytics and social sharing options. Many manufacturers and industrial companies consider a website redesign during Q1. The two main reasons are 1) Not showing up in Google search results ( SEO – Organic Search Engine Optimization ) and/or 2) Not getting enough qualified leads from the website (Traffic and Conversion). Share your experiences here. MORE >> - You’ve Got Traffic. Now What?
That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics. It truly is an “a-ha moment” for them when I go over their Google Analytics and explain some of those key site statistics. You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations! Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers. Really? MORE >> -
INDUSTRIAL MARKETING TODAY | THURSDAY, DECEMBER 22, 2011 Top 10 Industrial Marketing Posts of 2011
looked at my Google Analytics for the entire year and have selected the top ten blog posts using a combination of Pageviews, Engagement and Social Sharing data to determine the ranking. As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008. If there is one important takeaway from this exercise, it is that blog posts live forever and continue to attract traffic long after they have been posted. MORE >> -
INDUSTRIAL MARKETING TODAY | MONDAY, SEPTEMBER 26, 2011 Using E-mail Marketing for Lead Generation
In short, you need to marry emails and website analytics. Nor does it require an expensive site analytics package. For step by step instructions on how to add Google Analytics (Free) to your emails, head over to my post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. To me, those contacts are prospects and not leads. How about free? MORE >> -
INDUSTRIAL MARKETING TODAY | SUNDAY, OCTOBER 17, 2010 Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence
While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. He was already using Google Analytics (GA) to monitor his Web site. While researching the problem, I found that there was a real need for easy integration of web analytics with email marketing. The solution that I felt would best suit my client’s needs required adding Google Analytics to his emails. How to add Google Analytics to Benchmark emails. MORE >>
- Inbound Marketing Alone May Not Be Enough for Industrial Companies INDUSTRIAL MARKETING TODAY | FRIDAY, AUGUST 26, 2011
- 3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites INDUSTRIAL MARKETING TODAY | SUNDAY, NOVEMBER 28, 2010
- Subscribers to Free Content are NOT Leads INDUSTRIAL MARKETING TODAY | WEDNESDAY, JUNE 22, 2011
- Content is the Foundation of Good Relationship Marketing INDUSTRIAL MARKETING TODAY | SUNDAY, APRIL 3, 2011
- How Landing Pages Can Make or Break Lead Generation Campaigns INDUSTRIAL MARKETING TODAY | SUNDAY, JANUARY 30, 2011
- ?Tis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites INDUSTRIAL MARKETING TODAY | FRIDAY, DECEMBER 17, 2010
- Build Industrial Websites as Dynamic Blog Sites INDUSTRIAL MARKETING TODAY | SATURDAY, JUNE 11, 2011
- Boost Email Relevancy With Dynamic Content INDUSTRIAL MARKETING TODAY | TUESDAY, APRIL 26, 2011
- Making Industrial E-mail Marketing More Relevant INDUSTRIAL MARKETING TODAY | THURSDAY, SEPTEMBER 1, 2011
- Is Mobile Marketing Right for Industrial Companies? INDUSTRIAL MARKETING TODAY | SUNDAY, MAY 22, 2011
- Industrial E-mail Marketing: Use Application Notes to Engage Engineers INDUSTRIAL MARKETING TODAY | FRIDAY, JULY 1, 2011
- Industrial and B2B Customer Engagement Simplified INDUSTRIAL MARKETING TODAY | TUESDAY, AUGUST 3, 2010
- 5 Most Popular Industrial Marketing Blog Posts from 2010 INDUSTRIAL MARKETING TODAY | WEDNESDAY, DECEMBER 22, 2010
- High-Performance Email Marketing for Attracting and Engaging. INDUSTRIAL MARKETING TODAY | SATURDAY, OCTOBER 2, 2010
- How Relevant Marketing Content Helps B2B Branding INDUSTRIAL MARKETING TODAY | TUESDAY, JUNE 29, 2010
- Is Your Industrial Website Still Just a Business Card? INDUSTRIAL MARKETING TODAY | TUESDAY, AUGUST 24, 2010
- B2B Websites: To Publish Prices, Or Not To Publish…That Is The. INDUSTRIAL MARKETING TODAY | SATURDAY, JUNE 12, 2010
- Content Creation Made Easy INDUSTRIAL MARKETING TODAY | MONDAY, AUGUST 24, 2009
- Driving Traffic to Your Homepage All the Time May Be a Big Mistake INDUSTRIAL MARKETING TODAY | MONDAY, OCTOBER 26, 2009
- The 6 essential rules of a website redesign – Ignore them at your. INDUSTRIAL MARKETING TODAY | TUESDAY, JANUARY 26, 2010
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