Industrial Marketing Today

JANUARY 3, 2011

Industrial marketers who don’t use a business blog are missing a key component of feeding the top of their sales funnels. You can find lots of online articles about the advantages of using a business blog for building thought leadership, communities and humanizing your company. A business blog feeds your sales funnel.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

NOVEMBER 9, 2012

Press or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products. [.]. This is only a content summary. Please click on the headline to read the full article.

Press 60

Press Features Marketing Websites Product 60

Industrial Marketing Today

MAY 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How to Make Your Business Blog Be All It Can Be by Achinta Mitra on May 3, 2010 in Industrial Marketing & Web 2.0 , Industrial Marketing Blog Remember the U.S. How about your business blog, is it all it can be for your industrial company?

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

MARCH 12, 2012

The one statistic that stood out for me and is consistent in both these studies is that company blogs rated low for usage across the board. Blogging is a proven social media channel and yet, industrial companies seem to severely under utilize this proven social media tactic. A third of those companies posted frequently to their blogs.”

Social Media 60

Social Media Tactics ROI Paid Search Agency 60

Industrial Marketing Today

MARCH 16, 2012

I have to politely disagree with them because “activity is not the same as productivity.” I direct their attention to all the blog posts that I’ve written in the past about inbound marketing for industrial companies. How I overcome the objections at this step is a topic for another blog post.

Lead Management 60

Lead Management Lead Ranking Lead Scoring Sales Qualified Leads 60

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

OCTOBER 20, 2011

Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. Blogs have great search engine optimization (SEO) benefits that community forums will have a tough time matching. Niche blogs written by in-house Subject Matter Experts (SMEs) can be just as effective.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

JANUARY 14, 2011

Nobody cares about your products and services (except you)” was the title of a blog post written by David Meerman Scott (Author of the wildly successful book The New Rules of Marketing & PR and his new book Real-Time Marketing & PR ) back in 2008. For more, visit Indium’s blogs and their YouTube channel.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

JULY 1, 2011

Make it easier to weave in your product(s) within the text without making it too salesy. Demonstrate how others (their peers/your customers) are using your industrial product. Guide in selecting the right component/parts/products based on design parameters and requirements. Email marketing metrics.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

JUNE 12, 2010

You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). I found a series of blog posts on pricing on your website at Dave Jung’s B2B Blog , some of those articles date back to 2006. Have you struggled to answer that question?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JULY 12, 2011

Nobody buys product features, they want solutions. However, if you are a manufacturer or an industrial services company, ask yourself this question, why would anyone buy your products or services if they don’t know they have a problem? Industrial and manufacturing marketers are trained to sell solutions. That’s marketing 101, right?

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

AUGUST 1, 2011

However, have we gone too soft with content marketing when it comes to selling industrial products and services? At the end of the day, every content marketer must help sell more industrial products and services. I am not suggesting that you turn your blogs and social media outreach into complete sales pitches.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Planning Paid Search Agency 60

Industrial Marketing Today

JANUARY 25, 2012

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Buyers can easily find information about your products and that of your competition from their online research. Online product configurators.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. Give them hardcore specifications typically found in product spec sheets. The first thing an engineer wants to know is do your products, parts and components meet his/her design specifications and standards?

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. Are your company, products and services visible in various online channels used across the stages? What is effective content marketing? Ardath Albee of Marketing Interactions, Inc.

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

JULY 20, 2010

The answer lies in shifting from traditional company product marketing to customer problem oriented marketing. We need to develop customer-centric solutions-based marketing content instead of product-centric features and benefits marketing collateral. According to Tim Riesterer of CMM Forum LLC (now part of Corporate Visions, Inc.),

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

MAY 22, 2012

Manufacturers have used e-commerce to sell components, spare parts and off the shelf industrial products for a long time. Build-to-order features and the ability to custom configure products with different options, trims, materials and operating conditions. The company’s products range from $50,000 to $20,000 and are all sold online.

Advertising Channels 60

Advertising Channels Cable BtoB Distribution 60

Industrial Marketing Today

NOVEMBER 5, 2010

Headquartered in Dallas, Texas, TI is a global company that develops analog, digital signal processing, RF and DLP® semiconductor technologies used in consumer and industrial electronics products. Amber Pizano, the Video Marketing Manager at TI, posted the company’s objectives and the results achieved on Social Media B2B blog.

Peer-to-peer 60

Peer-to-peer Social Marketing Paid Search Agency Content 60

Industrial Marketing Today

JULY 2, 2012

Design wins lead to prototype and production orders. Comparing these offerings is a topic for another blog post in the future. They can move up the value chain by offering CAD/CAM related services to OEMs that are always looking for ways to reduce production costs and shorten the time to market their products.

Lead Ranking 60

Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

DECEMBER 1, 2011

Myth: Content for digital marketing is the text on your Website or blog. It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JUNE 8, 2010

You are well aware of the fact that the Internet has completely and permanently changed the way industrial buyers purchase technical products and services. Let’s say your business offers a software product designed to help business owners efficiently allocate revenue to related expenses to ultimately reduce costs.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

JUNE 3, 2010

Learn to connect the dots – many times product managers and engineers have very deep knowledge about their products and the problems they can solve. Be a ruthless editor – business owners and product developers are passionate about their offerings. This will also lower the client’s fear of “you just don’t get it.”

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

AUGUST 16, 2011

Many engineers, specifiers, users and buyers of industrial products regularly use social media in their personal lives but work-related usage is limited among this audience. I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

APRIL 14, 2012

I owe a big debt of gratitude to the late, great Steve Jobs and his innovative products. I learned my business in the early years by doing production work for other ad agencies and printers around town. I launched this blog in 2008 and have written more than 160 posts about industrial and manufacturing marketing.

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 60

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. Sounds simple, right? In short, this is good, practical and actionable stuff and not some marketing theory.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JUNE 15, 2010

Success story #2: Developer of software suite for the upstream oil & gas industry The client’s old corporate website was designed by us to put a sharper focus on their target audience of reservoir and production engineers, operations personnel and upper management in oil and gas production companies. Take a quick poll.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

AUGUST 26, 2011

Credibility is built over many years of performance in the field and not by the frequency of blog posts, number of Twitter followers or Facebook likes. Yes, a company blog does enhance their reputation and social media does increase their reach. These buyers are not looking to engage, they want complete product specifications.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

APRIL 2, 2012

For top of the funnel content, infographics are very effective because of their focus on educating the reader rather than being product-centric. Shareable content increases awareness about your company and drives more traffic back to your site or blog. Videos that are non-product oriented. Infographics. Infotaining” stuff.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

JULY 7, 2011

Websites of most industrial distributors follow the same basic format – the focus is on their product line card. In other words, the online content is very product-centric. They have traditionally relied on their 4,000-page big red catalog with over 900,000 industrial supply products that is published once a year around February.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

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. If you’d like to read more about how to design this process, this Blog Post may be useful:: [link] The Process post is the top one on this page.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

AUGUST 27, 2012

Source: The End of Solution Sales, Harvard Business Review – HBR blog). There are many ways that digital marketing can help industrial companies make their consultative selling process more productive. In this world the celebrated “solution sales rep” can be more of an annoyance than an asset.

RFP 60

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

Industrial Marketing Today

APRIL 22, 2010

Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. Dr. Thomas calls this “The Distribution Trap.” He has co-authored a book by the same name with Timothy J. Wilkinson , PhD, Associate Professor of Marketing at Montana State University Billings.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

AUGUST 24, 2009

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Creation Made Easy by Achinta Mitra on August 24, 2009 in Content Marketing , Industrial Marketing Blog Are you struggling with creating content? Don’t be afraid to tear apart your initial outline if you think it will improve the product.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

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. And that’s the focus of this blog post. We take it for granted and expect every online retailer to offer us this ability before making a purchase.

Tactics 60

Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

OCTOBER 2, 2010

Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

APRIL 23, 2012

From One Engineer to Another® blogs from Indium Corporation. is the driving force behind this effort where 14 in-house engineers write 73 different blogs. Here is a brilliant example of humanizing an industrial product with a healthy dose of humor. I know it’s Emerson again. Watch “It’s a Tight, Tight World!”

Peer-to-peer 60

Peer-to-peer Work Management Content Marketing Marketing Management 60

Industrial Marketing Today

MAY 6, 2011

Primary and preferred method of researching products – supplier’s Website. Most important things these professionals want to see on a supplier’s Website – pricing information, even if it is only ballpark estimates, detailed product information (datasheets, manuals, etc.) The first number isn’t surprising but the last two are.

Design 60

Design Work Management Marketing Management Paid Search Agency 60