Industrial Marketing Today

JUNE 29, 2010

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. We are all used to seeing case studies and they are powerful marketing content. Definitely not.”

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

SEPTEMBER 26, 2011

This usually means sending out a bi-weekly or a monthly email newsletter. Here I am not referring to new subscribers to newsletters and free content. For more on that, refer to my post, “Subscribers to Free Content are NOT Leads.”. In short, you need to marry emails and website analytics. There is a difference.

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

AUGUST 3, 2010

I have written about this problem in my previous post, “The Disconnect Between B2B Content Marketing and Customer Engagement.” To add a new twist to a thorny problem, I read a very interesting quote from Avinash Kaushik, the man who literally wrote the book on Web Analytics 2.0 , he said, “Engagement is not a metric, it’s an excuse.”

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JUNE 12, 2010

In order to get on the buyer’s short list as early in the buy cycle as possible, your B2B website needs to provide relevant information that your prospects are looking for. My web analytics indicate that not all visitors that land on the pricing page also click on Web design RFQ or Contact Us links.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JANUARY 26, 2010

This trend towards lower-cost content marketing is likely to continue well into 2010. It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics. Search engines love sites with constantly changing fresh content.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

OCTOBER 26, 2009

A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. The above two web analytics are not mere statistics for your webmaster. Don’t make the visitor scroll vertically or horizontally to read your primary content. What’s the solution? Place your logo at the top left.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

Audit your existing content. Map your content to each stage of the industrial buying cycle. Install site analytics, the free Google Analytics is a good start. Engaging your visitors with relevant and fresh content will help to convert them into fans, followers and ultimately to loyal customers.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60