Industrial Marketing Today

JUNE 22, 2011

Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). (See SAL is the Glue that Binds Sales and Marketing in Lead Generation ). Sales knows best about demographics and marketing has insights into visitor engagement through web analytics.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Other than a few case studies and some application notes, new content must be created to put the focus more on the customer’s pain points. Their call to action was asking site visitors to call the toll-free number in order to get the latest information. It is true that a manufacturer’s website is the hub of its online presence.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

MAY 26, 2011

Most manufacturing websites are packed with product data sheets and catalogs, a few case studies, some application notes, may be a technical article or two and not much else. A QR code can hold a lot more information than just a simple URL. In other words, their content is very product-centric.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

DECEMBER 7, 2010

So there is no dearth of information about it. It is not just about posting a bunch of white papers, case studies, online demos and webinars on your website and hoping that someone will download and read. Helped 9% more sales reps make quota and shortened ramp up time of new ones by 10%. What is lead nurturing?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 13, 2010

According to the same research study done by GlobalSpec, during the initial Research phase, 42% of buyers evaluate four or more suppliers, but as buyers move closer to Procurement, only 26% get quotes from four or more suppliers. However, these tend to be far more effective in the later stages of the industrial buy cycle.

Buying Cycle 60

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

Industrial Marketing Today

SEPTEMBER 3, 2010

Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. According to Jeff Ogden, the Fearless Competitor , you are going to need two critical pieces of information to conduct a content audit. What is effective content marketing?

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. 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).

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. 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).

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

MAY 5, 2010

Using content or Inbound Marketing , you are able to make that key connection with your prospects by delivering specific content needed in order to make an informed decision. Provide him/her with case studies and client testimonials to lower their risks and fears of selecting you. A white paper would fit the bill nicely here.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JANUARY 26, 2010

Use case studies to demonstrate tangible results. Provide this information in plain English with compelling reasons for people to do business with you. Provide multiple ways to access relevant information with minimal clicks. Avoid common phrases like, “World-class manufacturing using cutting-edge technology.”

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JUNE 29, 2010

In the later stages, supplier Web sites and catalogs are the most important information sources. We are all used to seeing case studies and they are powerful marketing content. Add a new twist to this old workhorse by telling your story in different ways.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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? 4 comments… read them below or add one } Eric Goldman May 17, 2010 at 5:16 pm Achinta; This is a great article with much relevant information in it. Thanks for sharing!

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 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. The shelf life of your content is pretty short because new information is generated very quickly on the Internet.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 11, 2011

For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. Highlighting completed projects and a few case studies seem to be the norm. 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 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. While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

APRIL 11, 2011

Engineers are known to be information junkies who crave specifics. Superficial product information and marketing fluff won’t cut it with this audience. Help engineers make a strong business case to their C-level execs (final decision makers) by arming them with case studies, white papers and PowerPoint presentations.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

MARCH 11, 2011

Validation from similar customers with case studies. You can pull the core information right out of your existing product datasheets, catalogs and Website copy. Gain greater control over custody transfer applications because of our high accuracy and wide turndowns.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60