Industrial Marketing Today

OCTOBER 2, 2010

According to SirrusDecisions research, the B2B buyer receives 20.3 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. How are you using email marketing to reach and engage with your target audience? per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JUNE 29, 2010

In the Needs Awareness and Research stages (the first two stages of the industrial buying cycle ), buyers use a broad array of sources, including social media, webinars, e-newsletters, Google, Bing, Yahoo and vertical search engines like thomasnet.com and globalsepc.com. That’s the goal of every branding effort.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

APRIL 30, 2010

Re-purpose - The same content can be modified for use with different personas and verticals to increase relevance and personalization rather than relying on general, one-size-fits-all content to meet the needs of a variety of audiences. Recycle - Don’t toss out content that’s no longer pulling the audience it once did.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

MAY 21, 2010

Keep your focus squarely on finding topics that are of interest to your target audience and developing content. Some bloggers suggest that you pick topics that revolve around popular search terms/phrases used by your audience. This is “social proof” and is how you begin to build a community around your business blog.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

JULY 29, 2010

The bad news — more than a quarter (27%) have no specific strategy for customer engagement, and more than a third (34%) feel their companies do only a fair or poor job engaging their audiences. They [CMOs] believe they can do a better job at engagement, but often don’t know how,” said Stuart Feil, editorial director of Forbes Insights.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 60

Industrial Marketing Today

JULY 9, 2010

For the answer to that question, I went to the “The 9 Metrics Every Marketer Must Track” webinar by Megan Heuer, Research Director, SiriusDecisions and Craig Rosenberg , Vice President, Products & Services, Tippit. Automating the “garbage in, garbage out” marketing approach benefits no one.”

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

MAY 14, 2010

However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. Community/Customer forums – forums have been around a lot longer than social media and have proven to very effective for engaging the engineering community.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JUNE 3, 2010

Don’t be persona non grata – take the time to really understand the persona of the target audience. Retrofitting optimization is much harder and it isn’t as effective as creating content from the ground up that is optimized for carefully researched keywords and phrases.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

MAY 11, 2011

Over the years, marketers have interpreted thought leadership in a variety of ways including brand awareness and now with the advent of social media, buzz building. Instead, you have to do it by delivering a steady stream of relevant content, relevant to your target audience and not you.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

OCTOBER 26, 2009

Your objectives must be driven by the former and not the other way around Creating high converting landing pages Here are the steps you should take for creating optimized landing pages that convert well: Do some research – don’t guess or go by your gut feel as to what your prospects are searching for. Place your logo at the top left.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

DECEMBER 15, 2011

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). When it comes to social media, Twitter trumps all other channels for content distribution. 74% of B2B content marketers reported using Twitter followed closely by LinkedIn (71%), Facebook (70%) and YouTube (56%).

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60