Industrial Marketing Today

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Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). You’ve probably read all the buzz surrounding industrial content marketing. You are in good company if you are already doing it.

Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

Uh […] The post Digital Marketing for Manufacturers: Making a Business Case by Achinta Mitra appeared first on Industrial Marketing Today. Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. This is only a content summary.

Case 100

Industrial Website Redesign: Content Before Design

Industrial Marketing Today

This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. Around this time of the year, I get more calls and emails about redesigning industrial websites. My “Spidey Sense” is heightened whenever I hear the other person say something like “We need to [.] The post Industrial Website Redesign: Content Before Design by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary. Please click on the headline to read the full article.

How Industrial Content Marketing Builds Stronger Relationships Based on Trust

Industrial Marketing Today

How we start and build new business relationships have changed in today’s digital age. Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. Ask any successful salesperson and s/he will tell you that trust is the key to building strong and sustainable relationships. [.] The post How Industrial Content Marketing Builds Stronger Relationships Based on Trust by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

Are Manufacturers Turning a Deaf Ear to Content Marketing?

Industrial Marketing Today

Despite all the published reports about the great results that businesses are deriving from content marketing, it seems manufacturers and industrial companies are still stuck in their old ways of [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Winning the Engineer’s Mindshare with Industrial Blogging

Industrial Marketing Today

Business Blogs Content Marketing Industrial Blogs Industrial blogging Industrial Marketing Marketing to engineers technical SMEs Engineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Industrial Marketing Today

Business Blogs Industrial Blogs Industrial blogging Industrial blogs Industrial content creation Industrial content marketing Manufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a [.] This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Blogging Still Lagging in Industrial Marketing

Industrial Marketing Today

Business Blogs Industrial Blogs Blogging Blogs Industrial Marketing Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point. The [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Inbound Marketing won’t Boost Short-term Sales for Industrial Companies

Industrial Marketing Today

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. It is a long journey.”. Those are unrealistic expectations in my opinion.

Lead Generation: What’s Working – Tactics, Budgets and Preferences

Industrial Marketing Today

Here is a key takeaway from the report, “When it comes to generating new business, industrial companies are focused on quality, rather than quantity. Moreover, there is a clear preference for long-term business relationships.” I find this definite shift in focus from quantity to quality of leads to be very encouraging. Click on each chart to see a larger image. And the survey says….

Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

We are celebrating 25 years in business! That was the impetus for me to quit my management job with an oil country tubular goods (OCTG) manufacturer and take the plunge into starting my own business. I owe a big debt of gratitude to the late, great Steve Jobs and his innovative products. That was the humble beginning and my legacy in this business.

Is Your Industrial Content Marketing Reaching a Dead End?

Industrial Marketing Today

Not that I’m complaining, this gap means more business opportunities for me as an industrial marketing consultant. In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Their efforts are limited to spending some money on SEO and PPC to drive traffic to their websites. Now What?” ).

Industrial Content Marketing’s Impact on Customer Experience

Industrial Marketing Today

Customer experience — the Holy Grail of customer loyalty and repeat business. Every company wants it, many talk about it but only a few get it right. Customer experience is [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Content Marketing Inbound Marketing Social Media Marketing Customer experience Industrial Marketing

Use Content to Uncover Tacit Know-how Inside the Minds of Engineers

Industrial Marketing Today

Business Blogs Content Marketing Industrial Marketing mind of the engineer Tacit know-how I recently read the survey, 2012 Mind of the Engineer that was released by UBM Electronics, the global leader in media and marketing solutions for design engineering and the electronics [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

Why Industrial News Releases Make Good Blog Posts

Industrial Marketing Today

B2B Marketing Collateral Business Blogs Content Marketing Inbound Marketing Industrial Blogs Industrial Marketing Blogging News Rleases Press RleasesPress 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. Visit my website for more content on industrial marketing.].

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

Grainger – E-commerce business currently accounts for about $1.5 Industrial OEMs need to understand that today business needs to be conducted on both fronts, physical and digital. I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast. Manufacturers have used e-commerce to sell components, spare parts and off the shelf industrial products for a long time. MRO distributor W.W. Annual Sales: $1.5+

Internal Links – the Secret Sauce for DiY SEO

Industrial Marketing Today

Read my earlier post, B2B Lead Generation Using a Business Blog ). It is no secret that link building is critical to SEO success. However, some people often ignore internal links because they are just not aware of their SEO benefits. To most to do-it-yourselfers (DiY), link building for SEO means external or inbound or backlinks. Don’t underestimate the SEO power of internal linking.

Link 66

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

Assigning a numeric score to business sales leads based on a predefined set of rules, takes away the subjectivity out of qualitative ranking like Hot, Warm and Cold leads. Best practices of lead scoring and management require at least the following: Sales and marketing must work together in defining what constitutes a qualified lead for their particular business. Oh, what a waste!

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

Do You Know the Cost of Maintaining Your Industrial Digital Marketing Status Quo?

Industrial Marketing Today

They are hoping that their lead generation problem will somehow solve itself if they continue to do business as usual. agree that some of the resistance and inertia may be coming from a variety of external factors such as the economic uncertainties, 2012 being an election year and the looming fiscal cliff are all causing a lot of angst among businesses in general. Just like any other business decision you make, it would be difficult for you to justify spending the money on any form of digital marketing unless and until you have the facts based on discovery and analysis.

Add a Blog to Jump Start Industrial Websites

Industrial Marketing Today

Business Blogs Industrial Blogs Industrial Websites Blogging Blogs Content Marketing Industrial MarketingIt is not uncommon to find industrial websites that have not been updated for a long time or with outdated content. Providing Providing a cosmetic facelift is not going to improve the [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Blogs and Social Marketing in the Upstream Oil & Gas Industry

Industrial Marketing Today

Even though the companies that operate in this sector are well-known global brands, they are not exactly forward thinking online marketers who use business blogs and social media regularly. Content Marketing Inbound Marketing Industrial Blogs Social Media Marketing Blogging Business blogs Industrial blogs Industrial Marketing Social media marketing Upstream Oil & Gas

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

Source: The End of Solution Sales, Harvard Business Review – HBR blog). One thing is certain; “business as usual” is not working in the industrial sector. 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. For the sake of simplicity, I’ll refer to it as digital marketing in this post and state that content is what drives this engine for generating qualified leads and creating sales opportunities. The industrial buy cycle has not changed. See Problem-centric Industrial Marketing ).

Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

Creating Thought Leadership for Manufacturing and Industrial Companies

Industrial Marketing Today

Thought leader is a term first coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine, Strategy & Business and used to designate interview subjects for that [.]. Business Blogs Content Marketing Industrial Marketing Thought leadership This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

They’ve always depended on a constant flow of referrals and repeat business. Michael Clark, Vice President, Marketing and Public Relations at American Arbitration Association said that the best marketing advice he ever received was “Sales keep you in business. Measurement and tracking data by themselves mean very little if they don’t help you make proactive marketing decisions that will help you reach your business goals. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. Marketing keeps you in sales.”

Manufacturers: Don’t Start a Lead Generation Campaign Without Sales

Industrial Marketing Today

In a follow-up meeting, I invited the President, the VP of Business Development and the Inside Sales Manager to join us in the conversation. VP of Business Development – “This all a bunch of BS! It became apparent to me that if I were to produce results, my first order of business had to be developing a structured process and not another lead generation campaign. Every manufacturing or industrial company that I talk to wants more leads. However, there is a serious disconnect between sales and marketing when it comes to defining a qualified lead. This is not a new problem.

Do You Believe in Industrial Websites?

Industrial Marketing Today

We don’t really use the website because 80-90% of our new business comes from referrals and repeat business. You can’t expect your customers to take you seriously and do business with you if you don’t believe it’s worth investing more than a thousand dollars or two on your website, the very face of your company to the world. Talk to some of your long-time customers and get their feedback on what they want to see on your site to make it easier for them to do more business with you. We put up a website because all our competitors have one.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

Here are some of the common hurdles that I have come across in my conversations with manufacturers, distributors and engineering companies: Our Founder/President/Owner has a clear vision of his business but it is in his head. Freelancers don’t understand our customers and they lack the technical background to understand our business. If you want to outsource your content marketing to someone who understands your technical or engineering business and won’t learn at your expense, then look at Tiecas, my own industrial marketing consultancy in Houston, Texas. Now What?”.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Thought leadership is a term that was first coined in 1994, by Joel Kurtzman, editor-in-chief of the Booz, Allen & Hamilton magazine, Strategy & Business. A “thought leader” in business jargon is an entity that is recognized for having innovative ideas (Source: Wikipedia). He was talking about his long journey in convincing upper management about the value of starting a business blog. Are you an in-house marketer or a consultant tasked with promoting engineering services? There is very little to differentiate one from another. What is thought leadership? Moore

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Scenario #1: Founders of most small to mid-sized manufacturing and fabrication shops are hands-on people who have built their businesses from the ground up. Over the years, they’ve relied heavily on their personal contacts, business networks, sales reps and traditional outbound marketing to generate new leads and sales. Make a business case for content marketing being a sales enabler and that sales and marketing can work together as a team. Many industrial companies and manufacturers struggle with content marketing. Assimilate all that knowledge.

Industrial Companies Underuse the One Social Media Tactic with Proven ROI

Industrial Marketing Today

Take a look at my earlier post, “3 Business Blogs with Proven ROI from Industrial Companies.”. Social media usage by industrial companies has received some coverage lately. I’ve read two different survey studies about how companies within the industrial sector use or plan to use social media. Depending on which study you read, the results can be confusing. Here’s one example of the confusion that I’m referring to. The study done by GlobalSpec reported “Only 22 percent of industrial companies use Twitter, which reflects its low value among engineers as a social media resource.”.

Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected. Create an effective marketing strategy built specifically for your business. Business development should be owned by both and cannot operate in separate silos. Many manufacturers and industrial companies are learning some hard lessons these days. Yes, there is a big difference between strategy and tactics.

Guest Blogging: An Important Strategy of Industrial Marketing

Industrial Marketing Today

Business Blogs Content Marketing Inbound Marketing Industrial Blogs Guest blogging Guest posts inbound links industrial lead generation industrial web design SEO Thought leadershipI’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

To most of these decision makers winning new business is strictly a numbers game. have to make a strong business case before I can even get their attention. Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. They are convinced that the more they quote, better are their chances of scoring more deals.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies. Do you know of other business blogs from industrial companies? Results: 2.7

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

Granted, many of these videos focus on equipment and capabilities but they do make a strong business case for the OEM buyer. Building end-to-end relationships leads to a more predictable stream of repeat business. 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. However, these have been from other industrial marketing consultants like me. needed to find some real-world examples of manufacturers using social media effectively.