Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs.

Buying Cycle 60

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

Industrial Marketing Today

JUNE 19, 2010

Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters. That is pretty much the mantra of B2B content marketing.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

APRIL 21, 2010

Instead of spending most of their marketing budget on traditional industrial marketing channels like trade shows or direct mail, Vico produces webinars and creates content that site visitors download and others link to. In short, they are doing things that help them get found online.

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

AUGUST 17, 2010

Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. BtoB marketers need to create and deliver content that is relevant to those searching for their solution while mapping it to the prospect’s buying cycle.

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

JULY 29, 2009

Home Marketing Matters About Contact B2B Marketing Store Company Website Business Value of Social Networking by Achinta Mitra on July 29, 2009 in Social Media Marketing , Social Networking Saw a very interesting video where Seth Godin talks about how useful social media is to businesses.

Social Networks 60

Social Networks Lead Scoring Lead Ranking Web 2.0 60

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JUNE 29, 2010

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. In the later stages, supplier Web sites and catalogs are the most important information sources.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 3, 2010

With the rising popularity of social media in B2B marketing, it is now more a method of tracking your friends or fans on Facebook, LinkedIn and/or Twitter. I don’t mean to suggest that you should ignore other channels of customer engagement such as your email opens, click-throughs, landing page hits, webinar sign-ups and Contact Us forms.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

MAY 7, 2010

Despite all the hype surrounding social media in B2B marketing, 50% of the marketers said they didn’t blog, 49% don’t use Twitter and 25% don’t use LinkedIn. (See contradiction #4) Contradictions and Myth Busters: Only 17% of the marketers felt they were “sales driven.”

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

APRIL 28, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Web 2.0 60

Web 2.0 Privacy Policies Buying Cycle RSS 60

Industrial Marketing Today

SEPTEMBER 29, 2009

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Small Business Marketing 60

Small Business Marketing Blogger Web 2.0 Tips 60

Industrial Marketing Today

APRIL 22, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

APRIL 20, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Social Media 60

Social Media Social Marketing B2B Marketing Web 2.0 60

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Don’t ignore social media’s ability to quickly announce new blog posts, articles, webinars and events.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 24, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

APRIL 26, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 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. Without passion and expertise, you will have a hard time sustaining your business blog over the long haul.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

JUNE 12, 2010

Source: CMP (now United Business Media ) Electronics Group’s Global Media Usage Study, 2006) 74% industrial buyers went looking for prices but only 23% of manufacturers published them on their website. This was second only to downloading product data sheets. This may include basic pricing information.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

MAY 31, 2010

I have listed some easy, do-it-yourself (DiY) SEO tactics to optimize your WordPress blogs for search engines. Just building a business blog is not going to help you drive traffic or generate leads. On-site SEO refers to changes that you can make within the code of your blog. What is On Site SEO?

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

MAY 18, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

JULY 9, 2010

For the answer to that question, I went to the “The 9 Metrics Every Marketer Must Track” webinar by Megan Heuer, Research Director, SiriusDecisions and Craig Rosenberg , Vice President, Products & Services, Tippit. Here are the key takeaways from the webinar: Don’t confuse marketing activity with results.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

JANUARY 26, 2010

The bottom line is for your content to engage your prospects and customers at every stage of the buying cycle. Embrace social media: Yes, the jury is out on making a business case for social media but ignore it at your own peril.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

MAY 11, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

JUNE 15, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

NOVEMBER 16, 2009

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Digital marketing has also changed how industrial and technical buyers behave, search and consume information that they need at different stages of the buy cycle. Here’s how I see the impact of the changes: Industrial buyers are using more and more online resources for initiating and going deeper into the industrial buy cycle.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

AUGUST 20, 2010

Lesson #3: Features are the benefits Your online marketing content may consist of images, videos, PowerPoint presentations, PDFs, white papers and pre-recorded webinars. Don’t force them to spend extra time or use multiple clicks because of a non-intuitive navigation scheme.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

APRIL 30, 2010

Leave a Comment Previous post: A Blogging Style to Call Your Own Next post: How to Make Your Business Blog Be All It Can Be FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales. Achinta offers his industrial clients marketing for engineers by an engineer.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

MAY 14, 2010

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Match the content to the prospect’s buying cycle to ensure you can nurture them around the cycle (see below).

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

AUGUST 24, 2009

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

JULY 29, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

B2B Marketing 60

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

Industrial Marketing Today

JUNE 3, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card? This white paper aims to change that perception of them.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 14, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

OCTOBER 2, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JULY 6, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 20, 2010

B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Hubspot

MARCH 16, 2012

Inbound marketers know content creation is key to their success, so it makes sense that business blogs are one of their most precious marketing assets. Blogging is a natural way to get more indexed pages on your website, create content around keywords you want to rank for in search, and convert site visitors into customers.

Marketing Websites 28

Marketing Websites Work Management Marketing Management Case Studies 28