Industrial Marketing Today

JANUARY 10, 2011

This increased focus on brand awareness is a surprising shift from the traditional industrial marketing goal of generating more high-quality sales leads. According to the same report, 82% of B2B manufacturing respondents indicated that they rely on content marketing to build brand awareness. In-person events: 71% effectiveness (64% usage).

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 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Is it so outdated that you avoid sending prospects and customers to your site?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. Nothing will turn off your prospects more than outdated and stale content.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 29, 2010

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. The primary metrics measured are retention (58%), sales (44%), and revenue per customer (35%). This white paper aims to change that perception of them.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 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? 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.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 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. We are all used to seeing case studies and they are powerful marketing content. Get Engineers Can Sell white paper now.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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 same holds true for video white papers. Video testimonials are far more credible and impactful than plain text.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. Source: Marketing Sherpa/ KnowledgeStorm).

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

MARCH 29, 2011

That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 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. Here are four EPC companies that I looked at and their sales figures: Jacobs Engineering Group Inc. That’s how their prospects and customers identify themselves in a very familiar way.

Rules 60

Rules Paid Search Agency Companies Content Marketing 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. Here are four EPC companies that I looked at and their sales figures: Jacobs Engineering Group Inc. That’s how their prospects and customers identify themselves in a very familiar way.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

OCTOBER 10, 2011

The other half of the equation has to do with converting that traffic into prospects and qualified leads. It is only when you provide content (text, videos, white papers, case studies, demos, testimonials etc.) So what’s wrong with that singular focus on SEO?

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 60