Industrial Marketing Today

JUNE 14, 2012

Inbound marketing is a frequent topic of discussion in my daily conversations with Owners, CEOs and Business Development professionals from manufacturing and industrial companies. Irrespective of the size of the company, they all have one thing in common – they want to boost sales as quickly as possible. Be Patient!

Inbound Marketing 60

Inbound Marketing Paid Search Agency Planning Companies 60

Industrial Marketing Today

JUNE 11, 2011

For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. Building or redesigning a company Website as a blog site is increasingly becoming the preferred method for many industrial and manufacturing marketers. What if you could combine the best of both these marketing tactics?

Marketing Websites 60

Marketing Websites Ad Building Long Tail Marketing Cross-Selling 60

Industrial Marketing Today

JUNE 17, 2011

Many industrial companies and manufacturers struggle with content marketing. If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. Inviting guest bloggers to post on your company blog if you have one.

Paid Search Agency 60

Paid Search Agency Content Marketing Companies Marketing Budget 60

Industrial Marketing Today

FEBRUARY 7, 2011

As part of a new Web design project that I’m working on for an engineering company, I’ve spent quite a bit of time in the past two weeks reviewing Websites of well-known engineering, procurement and construction (EPC) companies. I figured these companies would be great examples of marketing with content.

Rules 60

Rules Paid Search Agency Companies Content Marketing 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). Yes, GE and Microsoft sell directly to end-users but they are primarily B2B companies. Branding is an expense item like the rest of marketing. Definitely not.”

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

NOVEMBER 20, 2014

It may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients. They can [.]

Rules 60

Rules Buyer Personas Content Marketing Content 60

Industrial Marketing Today

MAY 11, 2011

By default, many engineering services companies resort to bragging about themselves on their Websites. 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. Building thought leadership with technical content.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

MARCH 8, 2011

Building a thriving online community around your social media strategy takes a lot of hard work. It is heartening then to read about an industrial company’s success in building an engineering community, which in turn generates leads, produces sales and increases the company’s awareness among its target audience.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

JULY 29, 2010

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. 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

AUGUST 11, 2011

Traditional sources of new business – word-of-mouth referrals and repeat business from existing customers have slowed to a trickle for many of these industrial companies. It is time to get out of your comfort zones and rethink your industrial marketing strategies and tactics if you want your company to survive and thrive.

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

MAY 22, 2012

According to a survey conducted in 2011 by BtoB and Rainmarker Systems, while only 35% of B2B marketers are involved with selling directly online, 58% of those companies have an increasing commitment to the channel. However, I have noticed a growing trend among industrial companies using e-commerce as their primary sales channel.

Advertising Channels 60

Advertising Channels Cable BtoB Distribution 60

Industrial Marketing Today

AUGUST 1, 2012

Many manufacturers and industrial companies are learning some hard lessons these days. Marketing for these industrial companies has always been a sales support function — put together a PowerPoint presentation for the next sales meeting, create a few posters for an upcoming tradeshow or make the product catalog look “pretty.”

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

JUNE 1, 2011

Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge. Here are some ways that AEC companies are using them for marketing and to do their daily jobs more efficiently. Catawba County, N.C.,

Marketing Proposals 60

Marketing Proposals Comparison Mobile Marketing Communities 60

Industrial Marketing Today

DECEMBER 7, 2011

B2B companies are spending more of their marketing budgets on channels such as trade shows, Website design, management and optimization and e-mail marketing. The trend holds true across the board even though the mix may be different depending on the size of a B2B company. What about smaller manufacturing companies?

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

APRIL 3, 2011

Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers. Think again!

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. Things begin to get very complicated when industrial companies realize that there is much more to content marketing than just publishing content for search engines. The primary goal is to generate better quality leads from their websites.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

SEPTEMBER 6, 2011

In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. Industrial companies have realized the importance of inbound marketing and its impact on lead generation. Blog sites as inbound marketing hubs.

CMS Development 60

CMS Development Curation Inbound Marketing Marketing Management 60

Industrial Marketing Today

JANUARY 14, 2011

Think about it, what would persuade an investor to invest in a company over its competition? Because the business objectives of those companies are closely aligned with the investor’s goals. Become the go-to source of information related to your niche and build thought leadership. What does all this have to do with investing?

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

JUNE 22, 2012

The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. Industrial companies are having a difficult time adjusting their mindset to the new realities of buyer behavior. See Manufacturers Need Lead Management to Close the RFQ Gap ).

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

JANUARY 3, 2011

You can find lots of online articles about the advantages of using a business blog for building thought leadership, communities and humanizing your company. The chart below shows the difference between B2C and B2B companies. Building trust and credibility by encouraging readers to comment on your business blog.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

NOVEMBER 28, 2010

Attempting do-it-yourself (DiY) search engine optimization (SEO) is common among industrial companies since they tend to have dedicated IT departments. Often these are related to the company’s applications, solutions and/or or product names. This is another area where you may need the help of an outside consultant or a company.

Optimization 60

Optimization SEO Marketing Websites Keywords 60

Industrial Marketing Today

AUGUST 24, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Your Industrial Website Still Just a Business Card? Manufacturers and industrial companies have now realized that the vast majority of their target audience is online during a major portion of the buying cycle. He is the Founder & President of Tiecas, Inc. –

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60

Industrial Marketing Today

APRIL 28, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website A Blogging Style to Call Your Own by Achinta Mitra on April 28, 2010 in Industrial Marketing Blog , Industrial Marketing Strategies , Social Media Marketing Creating a blog is not too difficult but building an active community around it is.

Web 2.0 60

Web 2.0 Privacy Policies Buying Cycle RSS 60

Industrial Marketing Today

OCTOBER 25, 2011

According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge. See my post “Inbound Marketing Alone May Not Be Enough for Industrial Companies.”. See chart ). “In

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. What I have learned is that these companies need help with content in digital marketing at many levels. What I have learned is that these companies need help with content in digital marketing at many levels.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

AUGUST 16, 2011

Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing. Sometimes they partner with other industrial companies located nearby to offer services that they cannot complete in house. instead of going to an offshore supplier.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

JULY 1, 2010

after they surveyed more than 1,200 purchasing decision makers in small, medium, and large companies throughout the United States and Western Europe who are responsible for buying high-tech products and services. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

AUGUST 1, 2011

Notice how discussions about content marketing are full of words like engagement, helpful, sharing, nurturing and community building. These are all great at soft selling without irritating the customer. No complaints there. However, have we gone too soft with content marketing when it comes to selling industrial products and services?

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Planning Paid Search Agency 60

Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. Regular doses of short blog posts are good for building stronger relationships and thought leadership over time. Happy New Year! The question – what do we write about?

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

AUGUST 10, 2010

an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. He is the Founder & President of Tiecas, Inc. – Achinta offers his industrial clients marketing for engineers by an engineer.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

NOVEMBER 17, 2010

Manufacturers and industrial companies have a reputation of being slow to adopt new marketing strategies and techniques. If you are a B2B marketer who deals with engineering companies, you know how difficult it is to explain the true value of content marketing to upper management and the C-suite. I am referring to Miller Electric Mfg.

Co-Registration 60

Co-Registration Content Marketing Paid Search Agency Content 60

Industrial Marketing Today

MAY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

NOVEMBER 3, 2011

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. For a full list of benefits, refer to my earlier post, “Build Industrial Websites as Dynamic Blog Sites.”. Some companies need help setting up their business blogs but for most, the biggest obstacle is creating content.

Marketing Websites 60

Marketing Websites Curation Ad Exchange Case Study 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

OCTOBER 10, 2011

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”. What does any of this have to do with industrial websites? Plenty as it turns out.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 60

Industrial Marketing Today

APRIL 15, 2011

A company called PARTsolutions LLC provides applications for 3D part catalog management and hosting. I’m not suggesting that these are your only options for building an online CAD library. NOTE: I’m not affiliated in anyway with any of companies mentioned in this post.) Does your company provide an online CAD library?

Lead Ranking 60

Lead Ranking Work Management Lead Scoring Marketing Management 60

Industrial Marketing Today

OCTOBER 2, 2010

Go beyond the high-level demographics of SIC/NAICS codes and company size. Are you interested in lead generation, lead nurturing and/or building authority and brand awareness? needed to drive more repeat visitors of its target audience of retailers, distributors, contractors and other building professionals.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60