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Industrial Marketing Today
OCTOBER 9, 2012
Gated content or higher value content such as white papers are used for lead generation where the company provides a tangible benefit in exchange for the visitor’s contact information. Videos that tell a complete story about the company and short ones that show services and equipment capabilities.
Industrial Marketing Today
NOVEMBER 10, 2011
Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. It is only at the last stage, Procurement when buyers have already prepared a shortlist of vendors do they contact a manufacturer’s sales rep.
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Industrial Marketing Today
JANUARY 14, 2011
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. He/she is inundated with business plans, presentations and proposals but only a chosen few get called back for more in-depth information.
Industrial Marketing Today
JUNE 22, 2011
Visitors who sign up to download your white papers, eBooks and other free content definitely grow your list of contacts but calling them leads without taking the next step is premature at best if not a costly mistake. The step I’m referring to is ranking these new contacts and segmenting them according to pre-defined scores.
Industrial Marketing Today
SEPTEMBER 1, 2011
If you are using an outside email service provider (ESP), at the very least, they should provide automated subscription management – one-click opt-ins and opt-outs, manage hard and soft bounces and suppress “do not contact” names so you don’t accidentally email them again. Check any rented list against your house list.
Industrial Marketing Today
JUNE 1, 2011
The same idea has been carried over with QR codes to help Architects compare building products sitting in a warehouse somewhere to what they see at a job site. began using the bar-code technology to help contractors and government workers access information on buildings. Catawba County, N.C.,
Industrial Marketing Today
NOVEMBER 3, 2011
Some companies need help setting up their business blogs but for most, the biggest obstacle is creating content. After sampling your content, your blog readers are more likely to download the complete article/white paper in exchange for their contact information (lead generation).
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