Industrial Marketing Today

JUNE 22, 2011

I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. This is a critical step in making your lead generation and management an objective, quantitative process instead of a purely qualitative exercise. See SAL is the Glue that Binds Sales and Marketing in Lead Generation ).

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

MARCH 29, 2011

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities. Google it and you’ll find plenty of research studies to back that up.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JANUARY 3, 2012

Update the articles with more recent application notes and/or case studies. Put these higher value content behind simple sign-up forms for lead generation (Readers are more likely to part with their contact information if they find value in your blog posts). Add links within your posts to these longer content.

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

MAY 26, 2011

In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. Manufacturers of industrial products struggle when it comes to generating a steady flow of fresh marketing content. In other words, their content is very product-centric.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

JULY 29, 2010

That was one of the key findings of the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group. The study also revealed that B2B marketers that measured ROI were better able to track leads to marketing touchpoints. As a result, most BtoB marketers tend to credit sales-ready leads to the last marketing touchpoint.

B2B Marketing 60

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

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

FEBRUARY 7, 2011

Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. Obviously, whatever they are doing is working to generate those kinds of numbers despite the recession. especially with the aging boomer generation of engineers close to retirement. billion in 2009.

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Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

APRIL 22, 2010

I also found a fascinating video interview on Andrew’s blog that really drives home the point with a case study featuring Mr. Fred Whyte, President of STIHL Inc. You can buy the book from Amazon and visit his site at www.distributiontrap.com. The interview is split over four videos.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

FEBRUARY 7, 2011

Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. White papers and other lead nurturing content are rare finds on these sites (exception being Fluor, they have done a great job on their case studies). And the numbers don’t lie.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

MAY 7, 2012

Instead of expecting your site visitors to fill out an RFQ form, get them to sign up for a webinar, download a case study or a whitepaper. Consider these suggestions then to overcome the hurdle – change the purpose of your content marketing from conversion to action. What am I talking about?

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JANUARY 25, 2012

I am not minimizing the value of more conventional marketing content such as product data sheets, application notes, case studies, whitepapers and blog posts to name just a few. Cross reference guides. Evaluation and engineering kits.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

MAY 5, 2010

Provide him/her with case studies and client testimonials to lower their risks and fears of selecting you. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

SEPTEMBER 13, 2010

I don’t want to ignore the other forms of marketing content such as emails, e-newsletters, virtual events, case studies and analyst reports. Instead of taking up more space here, let me direct you to some of my earlier posts about industrial websites and SEO. This white paper aims to change that perception of them.

Buying Cycle 60

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

Industrial Marketing Today

JUNE 29, 2010

We are all used to seeing case studies and they are powerful marketing content. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

JANUARY 26, 2010

Use case studies to demonstrate tangible results. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0 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 23, 2010

Build a library of various content assets such as published articles, white papers, online demos, webinars, videos, technical specifications, datasheets, case studies and customer testimonials. Your site visitors are typically coming from general search engines and/or industry verticals like GlobalSpec or ThomasNet.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 14, 2010

What do you do when the bulk of your marketing content, with the exception of case studies is product focused? Your own engineers, technical and R & D team members are great resources for generating fresh content that is more customer-focused. Try polls and surveys to gather data.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

MAY 11, 2011

Highlighting completed projects and a few case studies seem to be the norm. They are using their technical content to build thought leadership and not directly for lead generation. Update old articles with more recent case studies that use concepts from those technical articles.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

JULY 8, 2012

One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. One caveat to the above rule of thumb – a page for downloading case studies probably will have a very high bounce rate but that doesn’t mean it is bad.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

OCTOBER 10, 2011

It is only when you provide content (text, videos, white papers, case studies, demos, testimonials etc.) Your conversion is likely to suffer if the content fails to address the pain points of your target audience. that your site visitors find relevant to their needs ( What’s in it for me – WIIFM ) will they take an action.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 60

Industrial Marketing Today

MARCH 11, 2011

Validation from similar customers with case studies. Reduce costly downtimes because our flowmeters can be serviced in-situ. Gain greater control over custody transfer applications because of our high accuracy and wide turndowns. And the best part of this strategy is that it can be executed without creating any new content.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60