Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. They’ve heard/read that Google loves fresh content, therefore all they need to do is publish lots of content and they’ll be on the first page of Google’s search results. Because search engines don’t convert into customers, people do.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

JANUARY 14, 2011

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. View Joe’s presentation on SlideShare ).

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

OCTOBER 25, 2011

According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge. For more on this, see my post “Content Marketing: Think Like a Publisher, Act Like an Investor.”.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

MAY 7, 2012

In my last post, I talked about using content to convert website traffic into leads and customers. Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process. See Content Marketing: Think Like a Publisher, Act Like an Investor ).

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JUNE 29, 2010

Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing (B2C). Yes, GE and Microsoft sell directly to end-users but they are primarily B2B companies. Branding is an expense item like the rest of marketing. Definitely not.”

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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. How can digital marketing help industrial companies gain an edge? 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

JUNE 12, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

AUGUST 1, 2011

These are all great at soft selling without irritating the customer. The cost of acquiring each new customer and their potential lifetime value. See my earlier post, Content Marketing: Think Like a Publisher, Act Like an Investor ). No complaints there. The ratio of opportunities to wins.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Planning Paid Search Agency 60

Industrial Marketing Today

JUNE 15, 2010

Other than some initial hiccups, the updates and the usage have been flawless with our client receiving very favorable comments from their customers. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Take a quick poll. He is the Founder & President of Tiecas, Inc. –

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

DECEMBER 22, 2011

As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. 3 Business Blogs with Proven ROI from Industrial Companies. Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

JULY 12, 2011

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? If you use a blog as part of your inbound marketing with content , focus more on real pain points of your customers. That’s marketing 101, right?

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

MARCH 8, 2011

It is heartening then to read about an industrial company’s success in building an engineering community, which in turn generates leads, produces sales and increases the company’s awareness among its target audience. The company didn’t set out to build a site for generating new leads. distribution arm.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

DECEMBER 22, 2010

December is also a popular time for bands and musicians to release their “Best of” compilations, bloggers like to summarize their best posts and publishers publish their own “Top XX” lists. Three Business Blogs with Proven ROI from Industrial Companies. Read full article….

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. What I have learned is that these companies need help with content in digital marketing at many levels. What I have learned is that these companies need help with content in digital marketing at many levels.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

OCTOBER 14, 2011

However, overall adoption rate of Inbound Marketing and Marketing Automation (MA) is still low among smaller manufacturers and industrial companies. This is slowly changing and I am finding many of these companies are now more willing to listen to me talk about it. There is still quite a bit of confusion out there.

Inbound Marketing 60

Inbound Marketing Top of Funnel Marketing Automation Services Allocation 60

Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. Not every action needs to be scored.

Buying Cycle 60

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

Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. Create follow-up posts by interviewing internal subject matter experts and customers. See my post, “Content Marketing: Think Like a Publisher, Act Like an Investor.” ).

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

JULY 1, 2011

This was one of the findings in a recent study published by GlobalSpec. The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011. Demonstrate how others (their peers/your customers) are using your industrial product. To all my readers in the U.S.,

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

AUGUST 20, 2010

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. You need to move beyond the free Google Custom Search tool for websites. I should know — I am an engineer too.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

JULY 7, 2011

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. They have traditionally relied on their 4,000-page big red catalog with over 900,000 industrial supply products that is published once a year around February. Grainger, Inc.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

NOVEMBER 14, 2010

In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. What surprises me is that engineers with 20 years experience in corporate environment still think marketing is advertising or putting content on the company website. in Bethesda, Md.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

JULY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Curation: Doing more with less is the topic of a video I found in a post by Steve Rosenbaum who is the CEO of Magnify.net , a video curation and publishing platform. I hit the mother lode!

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Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

JUNE 8, 2010

You may be too close to the forest to see the trees, sometimes you may have to ask your current customers for their input. You may be surprised by how different some of those terms are from those used within your company. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 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. Rule #4: Build credibility and gain authority The Internet has made everyone into a publisher of content.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 21, 2010

This timeless classic, one of the first bestselling self-help books published in 1937 and sold over 15 million copies globally is still relevant today. As a B2B marketer, we want to reach our ideal prospects and communicate with customers to maintain top-of-mind awareness throughout their buying cycle. That’s all you need for now.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

JUNE 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 9, 2010

Number of campaigns sent out, trade shows attended or press releases published do not generate revenues. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Here are the key takeaways from the webinar: Don’t confuse marketing activity with results.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

MAY 11, 2011

By default, many engineering services companies resort to bragging about themselves on their Websites. There are many ways to build thought leadership such as publishing articles, blog posts — either as a guest or on your own blog, public speaking at prominent industry events and being quoted frequently in trade publications.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

OCTOBER 10, 2011

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”. What does any of this have to do with industrial websites? Plenty as it turns out.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 60