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?”. Instead, I’ll give you my “Go-To” list of online resources from marketing automation software companies.

Lead Scoring 60

Lead Scoring Lead Ranking Resources Marketing Automation Services 60

Industrial Marketing Today

DECEMBER 7, 2011

…fall back on tried-and-true marketing tactics that they have relied on for years. In the current tough economy, cutting edge and innovative marketing is taking a back seat to proven strategies for lead generation. Those three marketing channels received the largest allocation of the budget. See chart for details.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

SEPTEMBER 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 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

OCTOBER 7, 2010

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

APRIL 26, 2010

Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. Wikipedia defines content marketing as “an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.” Don’t sell.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

JUNE 29, 2010

Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing (B2C). Branding is an expense item like the rest of marketing. Yes, GE and Microsoft sell directly to end-users but they are primarily B2B companies. Definitely not.”

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

APRIL 30, 2010

With a majority of marketing efforts going digital, that means even more content is needed. The instant gratification mindset of B2B content consumers means they’re demanding more content, faster. See my post Rule of 5 for B2B content development. Designing content for 1X use is wasteful.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

JULY 29, 2010

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue.

B2B Marketing 60

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

Industrial Marketing Today

SEPTEMBER 17, 2020

Industrial lead generation is an important, if not the #1 goal of industrial marketers. Sure, there are other objectives of manufacturing content marketing as can been in this chart from the Manufacturing Content Marketing 2020 research report published by the Content Marketing Institute.

Marketing Qualified Leads 149

Marketing Qualified Leads Lead Ranking MQL Lead Generation 149

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?)

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 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

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. A vast majority of the survey respondents reported that outbound tactics outperformed inbound initiatives for generating qualified leads.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 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?

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

OCTOBER 17, 2010

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. While researching the problem, I found that there was a real need for easy integration of web analytics with email marketing.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

OCTOBER 26, 2010

As we head into November and the start of the Holiday Season, B2B marketers are getting into their budgeting mode. With the cloud of economic uncertainty still hanging over many industries, it is not surprising that B2B marketers are shifting their 2011 budgets more towards lower-cost inbound eMarketing tactics.

Marketing Budget Creation 60

Marketing Budget Creation Marketing Budget Inbound Marketing Tactics 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. Reaching your target market doesn’t have to be difficult. Are you using a blog as part of your B2B marketing?

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. See my earlier post, “Inbound Marketing Must Set the Table for Industrial Sales.”.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

AUGUST 16, 2013

One would think new marketing tactics such as social media and blogging would have killed good ol’ email marketing. Visit my website for more content on industrial marketing.]. That is simply not true. I am seeing manufacturers continue to [.]. This is only a content summary.

Email Marketing 60

Email Marketing Marketo Lead Nurturing Lead Generation 60

Industrial Marketing Today

JULY 24, 2012

Summer is a good time to look back at what has worked for lead generation and compare yourself with your peers as you plan for the second half of the year. You could use some of these findings to validate your own industrial marketing strategy and/or find some new ideas to fine-tune it for the remainder of 2012.

Lead Generation 60

Lead Generation Tactics Peer-to-peer Generation 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 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. It scored 8.6

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

MAY 26, 2010

Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. In short, this is good, practical and actionable stuff and not some marketing theory. There are plenty of charts and graphs too. You can download it from here (does require registration).

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JANUARY 5, 2016

If you are a manufacturing marketer, I’m sure you’ve heard all the buzz and the hype surrounding content marketing for manufacturers. It is a fact that today more manufacturers are using content marketing for increasing awareness (Branding), lead generation and sales. This is only a content summary.

Content Marketing 60

Content Marketing Buzz Content B2B Sales 60

Industrial Marketing Today

DECEMBER 22, 2010

In keeping with that spirit, here are my five most popular industrial marketing blog posts from 2010. Marketing Automation vs. Inbound Marketing. Inbound Marketing. However, you shouldn’t count on marketing automation to solve all your lead generation problems. Source: Marketing Sherpa/ KnowledgeStorm).

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

JANUARY 10, 2011

According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. 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

JUNE 4, 2015

I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. According to Acquity Group’s annual State of B2B Procurement study, “Although […] The post Most Industrial Websites Miss the Mark by Achinta Mitra appeared first on Industrial Marketing Today.

Marketing Websites 60

Marketing Websites B2B Sales Studies B2B Marketing 60

Industrial Marketing Today

SEPTEMBER 24, 2012

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. 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.

Lead Ranking 60

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

Industrial Marketing Today

OCTOBER 2, 2010

According to SirrusDecisions research, the B2B buyer receives 20.3 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective. per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

NOVEMBER 16, 2009

Home Marketing Matters About Contact B2B Marketing Store Company Website Are You Creating Irresistible Offers with Your Email Marketing? by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales?

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 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. Are those predictions a little premature?

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

AUGUST 1, 2012

Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. Next, they try a series of marketing tactics without a strategy or a plan, hoping something will produce results. In short, they are now looking for Cheap Miracles or may be, Industrial Marketing Made in China.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

AUGUST 27, 2012

Call it digital marketing or inbound marketing with content , the fact is marketing is now playing a much more active role in complex industrial sales. This has worked great in the past but the Internet and digital marketing have changed how that process works today. See Problem-centric Industrial Marketing ).

RFP 60

RFP Peer-to-peer High Quality Lead Lead Scoring 60

Industrial Marketing Today

JUNE 8, 2010

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” In one word content – marketing content that is relevant and tailored to the prospect’s stage on the buy cycle. How can you accomplish all that? The steps are: 1.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60