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Industrial Marketing Today

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Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Several studies have found that most engineering and industrial professionals today prefer to use the Internet during the early stages of the buy cycle – Needs Awareness, Research and Consideration & Comparison. That does not mean that content marketing has reduced the role of industrial salespeople to mere order takers.

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Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Visitors who sign up to download your white papers, eBooks and other free content definitely grow your list of contacts but calling them leads without taking the next step is premature at best if not a costly mistake. Sales knows best about demographics and marketing has insights into visitor engagement through web analytics.

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Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s look at them as “before” and “after” comparisons. Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. What does lead nurturing do for sales?

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Do You Believe in Industrial Websites?

Industrial Marketing Today

Even the best marketing efforts are for naught if the website is not optimized (in terms of performance and design) to communicate the “offer” and trigger a “response.”. You’ll truly be able to do an apples-to-apples comparison instead of looking at the price alone.

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Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

The stages are: Needs Awareness Research Consideration & Comparison Procurement The white paper then goes on to explain how industrial marketers must match their marketing content to the buyer’s stage in the buy cycle. Sign up now » | Read current issue » Subscribe via RSS Be the first to know about a new post.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

The content mapping discussed here is based on the four stages of the industrial buying cycle identified as Needs Awareness, Research, Consideration & Comparison and Procurement (See my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ).

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5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Unless your website shows up in the initial phases, you are probably not going to be considered in the next step, which is the comparison stage. Instead of taking sides, I say use it to your best advantage. Is SEO a DiY (do-it-yourself) job?

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