Industrial Marketing Today

OCTOBER 17, 2010

My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts. However, there really wasn’t a good way for him to track site activity after each email campaign went out.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

FEBRUARY 24, 2012

Recently, a manufacturing client retained me to help them improve their industrial lead generation program. In short, very poor ROI from their lead generation efforts. Inside Sales Manager – “Lead generation is outbound telemarketing and appointment setting for my sales people.”. The s**t hit the fan!).

Lead Generation 60

Lead Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 60

Industrial Marketing Today

DECEMBER 12, 2010

Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation. Assigning a numeric score to business sales leads based on a predefined set of rules, takes away the subjectivity out of qualitative ranking like Hot, Warm and Cold leads. Oh, what a waste!

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

JANUARY 30, 2011

Your landing page may be the culprit if your lead generation campaign is performing poorly. I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. Bad landing pages kill conversions.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

DECEMBER 7, 2011

In the current tough economy, cutting edge and innovative marketing is taking a back seat to proven strategies for lead generation. B2B companies are spending more of their marketing budgets on channels such as trade shows, Website design, management and optimization and e-mail marketing. See chart for details.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

NOVEMBER 9, 2010

I wrote this post because Chris, a regular reader of this blog, emailed me recently with a question on B2B lead scoring. His question – “Could you briefly describe the tools/process you use to ‘score’ sales leads?”. From Marketo : Lead Scoring Success Kit. Lead Scoring Cheat Sheet. Best Practices in Lead Scoring.

Lead Scoring 60

Lead Scoring Lead Ranking Resources Marketing Automation Services 60

Industrial Marketing Today

APRIL 26, 2010

Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. Now, B2B content marketing’s agenda is to educate and inform customers and prospects. How are you using content marketing in your B2B marketing? The old ways of pushing out content is no longer effective. Don’t sell.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

AUGUST 3, 2010

However, it is not so simple to measure customer engagement in situations with long sales cycles that’s commonplace with manufacturers, sellers of technical products and B2B consultative solution providers. I have written about this problem in my previous post, “The Disconnect Between B2B Content Marketing and Customer Engagement.”

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JUNE 29, 2010

Yes, GE and Microsoft sell directly to end-users but they are primarily B2B companies. He suggests that B2B marketers take a cue from their B2C counterparts when it comes to increasing brand awareness. He suggests that B2B marketers take a cue from their B2C counterparts when it comes to increasing brand awareness.

Relevance 60

Relevance B2B Marketing Web 2.0 Branding 60

Industrial Marketing Today

MAY 11, 2010

The top findings I got out of the release were: 47% of the sales professionals reported a slight increase in the size of their B2B pipelines this year as compared to last year. The SalesPulse survey also reported that B2B sales professionals found an inbound lead’s location more important than revenues and the number of employees.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

JULY 29, 2010

Fifty-six percent of the participants were primarily B2B marketers and the remaining 44% were B2C. As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint. That was one of the key findings of the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group.

B2B Marketing 60

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

Industrial Marketing Today

JUNE 19, 2010

That is pretty much the mantra of B2B content marketing. Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. In other words, it is time to walk the talk!

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

APRIL 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Social Media and B2B Marketing Do Pair Well by Achinta Mitra on April 20, 2010 in B2B Lead Generation , Industrial Marketing Strategies , Social Media Marketing , Social Networking For a while, it was difficult to find hardcore data to make a business case for social media.

Social Media 60

Social Media Social Marketing B2B Marketing Web 2.0 60

Industrial Marketing Today

APRIL 30, 2010

The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. To get the most from your content, embrace the 7 “R&# s of B2B Marketing Content Planning: Re-use - ideas for content development must be expanded to create multiple assets. Who has more “Rs&# to add to the list?

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

MAY 18, 2010

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.

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

OCTOBER 7, 2010

Lead scoring has become very important in today’s B2B marketing. There is no doubt in my mind that lead scoring does produce measurable benefits. Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

JULY 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? How can industrial and B2B marketers apply the same creative problem solving lessons in engaging with their prospects and customers? Share your thoughts.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

JUNE 12, 2010

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?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

MAY 21, 2010

As a B2B marketer, we want to reach our ideal prospects and communicate with customers to maintain top-of-mind awareness throughout their buying cycle. A B2B blog is the perfect online tool to accomplish that. It is a balancing act between making your B2B blog too narrow in focus and standing out from the crowded field of bloggers.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

OCTOBER 25, 2011

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Lead generation has always been a top priority in industrial and manufacturing marketing.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

AUGUST 16, 2013

B2B E-Mail Marketing Content Marketing Industrial Lead Generation email marketing industrial email marketing Industrial Marketing lead nurturing Marketo' I am seeing manufacturers continue to [.]. This is only a content summary. Please click on the headline to read the full article.

Email Marketing 60

Email Marketing Marketo Lead Nurturing Lead Generation 60

Industrial Marketing Today

JULY 9, 2010

However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power. Don’t think of it as the panacea for your lead generation problems. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. He is the Founder & President of Tiecas, Inc. –

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

SEPTEMBER 24, 2012

However, a qualified lead means different things to different people and it is rare for me to find too many of these companies to have a clear definition of what a lead means to them. Truth be told, lead generation is a catchall for “We want our phones to ring.”. I wish it were that easy.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

JANUARY 5, 2016

It is a fact that today more manufacturers are using content marketing for increasing awareness (Branding), lead generation and sales. That’s not hype, it’s definitely a reality as reported by the 2015 B2B Manufacturing […] The post Content Marketing for Manufacturers: What’s real and what’s hype?

Content Marketing 60

Content Marketing Buzz Content B2B Sales 60

Industrial Marketing Today

MAY 26, 2010

an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

DECEMBER 22, 2010

However, you shouldn’t count on marketing automation to solve all your lead generation problems. B2B Lead Generation without Lead Nurturing is Doomed to Fail. 79% of marketing leads never convert into sales opportunities. Just like any marketing tactic or tool, there are pros and cons.

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

OCTOBER 21, 2010

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.

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

JANUARY 10, 2011

Even though social media (Facebook, Twitter and LinkedIn) adoption is lower among industrial marketers, YouTube usage by manufacturers (50%) is higher than other B2B marketers (38%). According to the same report, 82% of B2B manufacturing respondents indicated that they rely on content marketing to build brand awareness.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

APRIL 21, 2010

How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue? Now, that doesn’t sound very different from most b2b and industrial marketers but wait till you hear/read about the phenomenal results that Holly and her team have produced.

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

OCTOBER 2, 2010

According to SirrusDecisions research, the B2B buyer receives 20.3 Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels. Savvy B2B email marketers are being very creative in order to rise above the noise, get their lists to open their emails and take a desired action.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

SEPTEMBER 13, 2010

Source: ITSMA ) Webinars: This is a very popular content marketing tactic used in industrial and B2B marketing. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Instead of taking up more space here, let me direct you to some of my earlier posts about industrial websites and SEO.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Industrial Marketing Today

AUGUST 1, 2012

In desperation, they start looking for a quick “Band-Aid” fix for their lead generation problems while spending as little as possible since budgets are tight or non-existent. Nurture qualified leads that are not ready to buy now with effective content marketing. Measure, refine and repeat.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

MARCH 1, 2011

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Let’s switch gears for a moment and think of it from a sales point of view.

Lead Nurturing 60

Lead Nurturing Cold Calling Lead Marketing Qualified Leads 60

Industrial Marketing Today

DECEMBER 22, 2011

B2B Lead Generation without Lead Nurturing is Doomed to Fail. How Relevant Marketing Content Helps B2B Branding. 7 Key Components of a Successful Lead Generation System. How Relevant Marketing Content Helps B2B Branding. 7 Key Components of a Successful Lead Generation System.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

JUNE 24, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Social Media with Email Marketing – is it the Super Combo? This long time staple has become the Rodney “No Respect&# Dangerfield of B2B and industrial marketing. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

MAY 5, 2010

an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

AUGUST 10, 2010

an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60