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

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. Passive reading of your content will not move the prospect any closer to his/her decision to buy from you.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 19, 2010

The sales team has a much better understanding of the needs of various stakeholders because of their customer-facing role. They have the insight on pain points and issues surrounding the customer. What marketing content you serve at each phase of the buying cycle also matters.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

DECEMBER 1, 2011

Myth: Our customers are only interested in product specs and datasheets. Industrial buying decisions are usually made by a committee of different stakeholders and rarely by an individual. You may never get that call if you don’t get on their radar screen in the early stages of the buying cycle. Easy, right? Not exactly.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

AUGUST 17, 2010

After all, that’s how your prospects and customers will find your blog and/or Web site. I am referring to optimizing customer engagement in B2B marketing. 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. Why is it important?

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

JUNE 29, 2010

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Analytics is the new marketing creative!

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 10, 2010

Now that you have a better idea of optimizing your WordPress blog to attract traffic, don’t forget, it is your content that will create fans and convert them into customers. However, none of that can happen until you drive lots of interested traffic to your business blog. Search engines don’t convert, people do.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 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 22, 2012

They are accustomed to customers calling them for RFQs/RFPs. This problem results in not being able to truly recognize marketing’s contribution to every stage of the buy cycle. The ‘last ad’ standard misses the all-important concept of the buying cycle and funnel, in which all stages contribute to the final purchase decision.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

MAY 14, 2010

How do you shift the focus from you or your company to your prospects and customers? Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Customize them to suit your particular product line, which makes it much easier to specify and buy your valves.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JANUARY 26, 2010

Is it so outdated that you avoid sending prospects and customers to your site? It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics. It is all about the customer and not you and your company.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 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? Then talk about how your solutions provided real relief to the customer. I get that.

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

JUNE 12, 2010

ThomasNet study, 2006) For IT solutions in excess of $50,000, the most wanted data in the early stage awareness was price ( Source: Joint study done by MarketingSherpa and Enquiro , 2007) Today, a majority of industrial buying decisions begin online. This was second only to downloading product data sheets.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. Instead of buying print ads in trade journals, they create their own blog and build an active community around it. The old ways of pushing out content is no longer effective.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

APRIL 21, 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?

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

MAY 31, 2010

You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects” ). Select Custom Structure and enter “/%postname%/” (Without the quotation marks). You can get the Thesis Theme for WordPress from here.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

JULY 20, 2010

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. The four steps are: 1.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

AUGUST 27, 2012

Manufacturers and industrial companies often use solutions or consultative selling to add value for their customers and transform themselves from suppliers into trusted partners. The industrial buy cycle has not changed. Don’t assume that your customers have correctly diagnosed their problems.

RFP 60

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

Industrial Marketing Today

FEBRUARY 17, 2011

This playbook is not about marketing theories, it is based on our accumulated experience and expertise in marketing to your engineering, technical and industrial customers. Content includes: Understanding the industrial buy cycle. What inbound marketing with content will do for you.

Paid Search Agency 60

Paid Search Agency Top of Funnel Companies Buying Cycle 60

Industrial Marketing Today

AUGUST 1, 2012

Marketing does a lot more by building trust among your customers (branding) and sets the table for prospects to engage in more meaningful conversations with your sales team (See Inbound Marketing Must Set the Table for Industrial Sales ). Nurture qualified leads that are not ready to buy now with effective content marketing.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

NOVEMBER 14, 2010

Before the design is even contemplated, you must know the target customer. When a potential customer can see this, they get the benefit of my expertise and I get paid for the value I bring. It’s not about making them buy; it’s about giving them the opportunity to buy a solution to s[ol]ve their problem.”. in Bethesda, Md.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

APRIL 22, 2010

You can buy the book from Amazon and visit his site at www.distributiontrap.com. 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

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

FEBRUARY 12, 2012

Those are great but your customers are going to demand more than that if you sell to OEMs, system integrators and design engineers. After the initial sign up and/or a free needs assessment analysis, qualified leads buy an evaluation kit at a low, introductory price or are given free engineering kits.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

APRIL 20, 2010

They have compiled over 50 marketing charts and graphs based on analysis of their 2,500 business customers. 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

OCTOBER 14, 2011

It is not all about buying marketing software. Jeff Ogden, aka the Fearless Competitor and the founder of Find New Customers has written a very good blog post about the steps one must take before subscribing to any SaaS marketing software. I found his article, “Buying software is easy. You can read his full article here.

Inbound Marketing 60

Inbound Marketing Top of Funnel Marketing Automation Services Allocation 60

Industrial Marketing Today

DECEMBER 22, 2011

Deconstructing the Four Stages of the Industrial Buy Cycle. Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers. Thought Leadership: Marketing Engineering Services with Technical Articles. B2B Lead Generation without Lead Nurturing is Doomed to Fail. Small Manufacturers Use Social Media Effectively.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 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

OCTOBER 21, 2010

In case you are not familiar with the term inbound marketing, it refers to marketing tactics that focus on helping your prospects and customers find and contact you as opposed to interruptive outbound marketing such as telemarketing, direct mail, radio and TV advertisements. See my earlier posts on industrial buy cycle ).

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

MAY 1, 2012

The other half is all about converting that traffic into leads and customers. For example, “We have XX years of customizing solutions for the ABC industry and offer the lowest price.” Now you can talk value instead of the customer pushing back on price. Congratulations! Prove it – are you always the lowest bidder?

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

APRIL 30, 2010

Additionally, when marketers create a nurturing program across the buying process, each new lead should start at the beginning of the program with touch 1. Think about new “arrangements&# of content as resource centers for prospects and/or customers. See my post Rule of 5 for B2B content development.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

OCTOBER 2, 2010

They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior. Social Media with Email Marketing – is it the Super Combo?

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 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

MAY 18, 2010

Leave a Comment Previous post: 7 Strategies for Using Content to Market Industrial Products Next post: How to Use a B2B Blog to Win Customers and Influence Prospects FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

JUNE 24, 2010

link) examined 5Million messages sent out by over 19,000 of their customers who are primarily small businesses and found the following: Including social sharing options in emails increased click through rates by an average of 7.2% See charts below). The second study done by GetResponse (aff.

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

JULY 14, 2010

in Museum Studies, but the idea of acting as a curator of information to post on our website for the benefit of our clients and customers is extremely interesting. Achinta offers his industrial clients marketing for engineers by an engineer. { Maybe it’s my M.A.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

JULY 2, 2012

Saving customers time and shortening their time to market. Attracting new customers by offering CAD drawings to OEMS, distributors and other channel partners. Some of the other benefits include: Influencing the influencer (specifier) to reach the final decision maker. Cutting down on specification errors in BOMs.

Lead Ranking 60

Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60