Industrial Marketing Today

JANUARY 21, 2011

It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. Pushing out blatant product-centric sales messages are sure to turn off your audience. National Semiconductor Corp. billion of sales in 2010. billion of sales in 2010.

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Industrial Marketing Today

MAY 1, 2012

The other half is all about converting that traffic into leads and customers. Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. Don’t assume that detailed product features are sufficient to move the needle.

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Industrial Marketing Today

OCTOBER 1, 2011

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. Sales is most productive when they spend bulk of their time engaging with leads in meaningful dialogs instead of sparring and posturing with them.

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Industrial Marketing Today

JULY 25, 2011

That’s why I say more power to the manufacturer if it can successfully use a B2C marketing tactic to help its customers select the right industrial product(s) quickly and easily. The target audience in the metal building industry tends to be conservative and have a traditional mindset when it comes to marketing.

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Industrial Marketing Today

JANUARY 14, 2011

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. Attract more leads and acquire new customers. Build a larger base of loyal customers and spread the word via social media channels.

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Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. Long on details, short on fluff – The first thing an engineer wants to know about your product is, “Does it meet my design specifications?”

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Industrial Marketing Today

OCTOBER 2, 2010

Today, it has matured to the point where marketers can deliver highly focused email campaigns to the right audience at the right time and in the preferred format. Are you targeting final decision makers, users and/or influencers? According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4

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Industrial Marketing Today

OCTOBER 25, 2011

According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).

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Industrial Marketing Today

JANUARY 3, 2011

Getting found by more prospects that are actively looking for solutions that your products/services can provide. Showcasing in-house subject matter experts with blog posts written by your engineers, product designers and customer support people. It is easier and quicker to get your blog posts indexed than adding more Web pages.

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Industrial Marketing Today

AUGUST 20, 2010

So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. You need to move beyond the free Google Custom Search tool for websites. For example, segment your products and services by application and/or industry. I should know — I am an engineer too.

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Industrial Marketing Today

SEPTEMBER 1, 2011

In this post, I’ve listed the major areas to focus on if you want to make your industrial e-mail marketing more relevant and productive. List segmentation is probably second only to relevant content when it comes to making your e-mails relevant to your target audience. E-mail List Hygiene. Personalized Content.

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Industrial Marketing Today

JUNE 29, 2010

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Analytics is the new marketing creative!

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Industrial Marketing Today

MAY 26, 2010

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. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

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Industrial Marketing Today

JULY 9, 2010

Let’s get one thing straight from the get go, if you are in a declining market with low demand for your products and services, no amount of automation will help you generate new leads. They forgot to first set a strategy that carefully targets prospects with relevant messaging. You need to rethink your business model first and fast.

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Industrial Marketing Today

JUNE 15, 2010

Other than some initial hiccups, the updates and the usage have been flawless with our client receiving very favorable comments from their customers. The client’s engineering team created Flash demos of their software, which we incorporated into the new site.

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Industrial Marketing Today

JUNE 3, 2010

We already have lots of brochures and data sheets to give to our prospects and customers. Don’t be persona non grata – take the time to really understand the persona of the target audience. Be a ruthless editor – business owners and product developers are passionate about their offerings.

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Industrial Marketing Today

NOVEMBER 1, 2010

A niche business blog run by Jim Cahill that targets process manufacturing engineers and professionals. Indium Corporation is a developer, manufacturer, and supplier of specialty alloys, solder products and solder paste. Exhibit #1: Emerson Process Management Experts. Exhibit #2: Indium Corporation Blogs. Results: 2.7

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Industrial Marketing Today

MAY 11, 2011

Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. He said, “…marketing services is very different from marketing products.

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Industrial Marketing Today

OCTOBER 26, 2009

Hordes of traffic that convert poorly are useless for generating qualified leads that convert well into paying customers. Use a free tool like Google’s Keyword Tool to find search terms and long-tail keywords that people are using to search for information related to your products and services. What’s the solution?

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Industrial Marketing Today

AUGUST 24, 2010

You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.” Manufacturers and industrial companies have now realized that the vast majority of their target audience is online during a major portion of the buying cycle.

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