Industrial Marketing Today

MAY 17, 2021

Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them. Understanding the industrial customer journey is essential to the success of digital marketing with content. This is only a content summary.

Custom Publishing 142

Custom Publishing Impressions Marketing Websites Conversion 142

Industrial Marketing Today

FEBRUARY 17, 2020

My initial conversations with industrial companies about content marketing for manufacturers usually start something like this, “We can’t be found in Google or other search engines. The original post %Content Marketing for Manufacturers: Are You Using its Full Power?% by %Achinta Mitra% appeared first on %Industrial Marketing Today%.

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Content Marketing Content Lead Ranking Lead Scoring 104

Industrial Marketing Today

JULY 18, 2019

Conversations about inbound marketing for manufacturers invariably leads to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound marketing. I’ve published several articles on inbound and industrial content marketing in the past.

Inbound Marketing 89

Inbound Marketing Education Marketing Marketing Prospects 89

Industrial Marketing Today

AUGUST 26, 2017

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. Our conversation happened in the early stages (Thank God!) They design and make engineered systems used in the Metalworking and the Pulp & Paper industries.

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Product Content Marketing Content Paper 61

Industrial Marketing Today

NOVEMBER 14, 2013

Inbound Marketing Industrial Marketing Sales Strategies Age of the customer Conversions Digital marketing' Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Forrester 60

Forrester Inbound Marketing Marketing & Strategy Marketing 60

Industrial Marketing Today

NOVEMBER 30, 2018

It will save you considerable amount of time and streamline the whole process of lead generation, nurturing and conversion. It is a good fit for companies with a one-person marketing department or a small staff. This is only a content summary.

Hubspot 60

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Industrial Marketing Today

JUNE 1, 2016

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise. The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.” This is only a content summary.

Content Marketing 60

Content Marketing Content Marketing Marketing Websites 60

Industrial Marketing Today

JANUARY 30, 2011

A poorly designed (layout and content) landing page can kill your lead conversion rate. Bad landing pages kill conversions. Either way, there is a learning curve to optimizing your landing pages in order to increase your conversion rate. What is a landing page? But it is a tedious and time-consuming task.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

JUNE 5, 2012

Somehow, they expect their site visitors to pick up the phone and engage with their sales team in an in-depth conversation or fill out a lengthy RFQ form. As a result, there is little to no conversion and the quick verdict is “content marketing is an epic fail.” See my earlier post, “You’ve Got Traffic. Now What?” ).

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Top of Funnel Content Marketing Planning Buying Cycle 60

Industrial Marketing Today

MAY 1, 2012

The content on your industrial website must strike the right balance between SEO and persuasion that will lead to conversion. I make that recommendation based on experience from helping clients who call me after spending thousands of dollars on their websites with very little to show in return.

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Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

AUGUST 27, 2012

A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.

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RFP Peer-to-peer High Quality Lead Lead Scoring 60

Industrial Marketing Today

FEBRUARY 24, 2014

I have had many conversations with manufacturers and industrial companies where our discussions began with the statement, “We need to redesign our industrial website.” Great news, right? Not exactly and [.]. This is only a content summary. Please click on the headline to read the full article.

Marketing Websites 60

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Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. Lead generation and conversions will only happen when your content is relevant and engages your visitors. The primary goal is to generate better quality leads from their websites. That is the good news. See my post, “You’ve Got Traffic.

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SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

MAY 7, 2012

Consider these suggestions then to overcome the hurdle – change the purpose of your content marketing from conversion to action. Social media is great as conversation starters but all your efforts will go to waste unless you have a clear plan of action for converting those likes, fans and followers into contacts.

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Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2012

The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I have had many conversations where I have heard the other person tell me that they’ve never had to actively market their products and services before.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

FEBRUARY 25, 2013

No matter the size of the company or the industry they are in, my conversations always boil down to them wanting more leads from their industrial marketing. Yet I see [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads Paid Search Agency 60

Industrial Marketing Today

FEBRUARY 24, 2012

They had received a fair amount of traffic from those efforts but had little to no conversions. In a follow-up meeting, I invited the President, the VP of Business Development and the Inside Sales Manager to join us in the conversation. In short, very poor ROI from their lead generation efforts. The s**t hit the fan!).

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Lead Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 60

Industrial Marketing Today

JANUARY 18, 2012

The two main reasons are 1) Not showing up in Google search results ( SEO – Organic Search Engine Optimization ) and/or 2) Not getting enough qualified leads from the website (Traffic and Conversion). Poor SEO and conversions are the symptoms that are obvious to you. Landing pages and conversion issues.

Marketing Websites 60

Marketing Websites CMS Development High Quality Lead Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 24, 2012

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. This is why phone conversations are critical to the success of industrial sales. Truth be told, lead generation is a catchall for “We want our phones to ring.”. I call it the critical “last mile service.”

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

MAY 15, 2012

However, I’ve had conversations with manufacturers and industrial companies where I am asked if email marketing is still relevant and effective since all the talk these days is about social media. Social media is very good as a conversation starter that drives traffic back to your site and/or blog.

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Social Media Paid Search Agency Email Marketing Social Marketing 60

Industrial Marketing Today

NOVEMBER 5, 2010

Lead generation and conversion is a huge consideration. Everything we do is measured by engagement and conversion to revenue.”. Goals (conversions): View multiple “thank an engineer” videos. 176K Conversions: 151K video views and the 25K “further actions” people took from the landing page to other areas on ti.com.

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Peer-to-peer Social Marketing Paid Search Agency Content 60

Industrial Marketing Today

FEBRUARY 3, 2012

In my daily conversations with manufacturing and industrial companies, I find the mindset is still very much centered on marketing the old way. You may have a clear picture in your head but until you put it down on paper, you will miss several smaller steps that lead to the conversation between the customer and your sales team.

Top of Funnel 60

Top of Funnel Process Marketing Websites Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 17, 2010

Take it a step further by defining your conversion funnel. This in turn will help you fine-tune your web pages and improve conversion. Click on the “Goals&# tab to view detailed statistics on web interactions and goal conversions from each campaign. Example: Thank you page after registering or downloading a white paper.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

OCTOBER 20, 2011

Community forums are perfect for these kinds of conversations. They are: Requires a large number of members actively participating in conversations. Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. For a good example of this tactic, see Indium Corp.’s

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

JANUARY 3, 2020

I recently had a very interesting conversation with Pete Hoelscher, the Acting CEO of IEEE GlobalSpec. The original post %Industrial Marketing in 2020 and Beyond% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Happy New Year!

Act-On 18

Act-On Marketing Marketing Websites Conversion 18

Industrial Marketing Today

SEPTEMBER 1, 2011

Poor conversion rates and low ROI from e-mail marketing. You send out a strong message to them that you understand their needs and leads to better engagement with a higher probability of conversion. I see too many marketers in the industrial sector that still use a “batch-and-blast” e-mail marketing strategy. Personalized Content.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

SEPTEMBER 6, 2011

In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. Blog sites as inbound marketing hubs.

CMS Development 60

CMS Development Curation Inbound Marketing Marketing Management 60

Industrial Marketing Today

MARCH 12, 2012

A 140-character tweet should be just the conversation starter. Drive traffic back to your industrial blog by using popular social channels like Twitter, Facebook and LinkedIn to announce new posts. A blog post is much better suited to educate, engage and convert readers into leads.

Social Media 60

Social Media Tactics ROI Paid Search Agency 60

Industrial Marketing Today

SEPTEMBER 2, 2012

I’ve had people call me and start the conversation by saying, “We’ve spent a lot of money on a site redesign but it hasn’t produced any leads. Beyond the initial “looks nice” reaction, the new site doesn’t produce the results that were promised and expected. What went wrong? The short answer – no content BOM (Bill Of Materials).

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Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

AUGUST 1, 2012

Marketing does a lot more by building trust among your customers (branding) and sets the table for prospects to engage in more meaningful conversations with your sales team (See Inbound Marketing Must Set the Table for Industrial Sales ). Hold marketing accountable but don’t measure its real value only by the number of RFQs generated.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

APRIL 26, 2010

His 4C’s are: Content – the creation of a steady stream of engaging content Connection – connecting with the audience you wish to attract Communication – communicating with them in an ongoing conversation Conversion – and then converting them at the illusive moment of need What is content marketing?

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

JULY 1, 2011

Measuring post-click interactions are important to gathering lead generation intelligence, improving conversion rates and gaining a deeper understanding of Web site interactions. Consider integrating Web analytics into your email marketing. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

JUNE 22, 2011

Sales and marketing must agree on a numerical score that a prospect must reach in order for him/her to be ranked as a Sales Qualified Lead (SQL) before being handed off to sales for follow up action for conversion. Subscribers that score below the SQL threshold need to be put on a lead nurturing track.

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Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

NOVEMBER 3, 2011

A sure sign of that is the number of conversations that I have had recently with my current clients and new leads. I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites.

Marketing Websites 60

Marketing Websites Curation Ad Exchange Case Studies 60

Industrial Marketing Today

MARCH 29, 2011

Test to see if your conversion goes down if you make that field mandatory. Add a simple order form if you publish a printed or CD version of your catalog. Try adding an option to your Contact Us form for someone to call them. Monitor how many visitors select that option.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JULY 23, 2010

How do you engage engineers and technical buyers on your website and build deeper relationships and achieve higher conversion rates? Select the best social media outlets depending on where your target audience hangs out and use them for starting your conversation. Instead of taking sides, I say use it to your best advantage.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

NOVEMBER 16, 2009

Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates. by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales? What is it?

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Email Marketing Web 2.0 Planning Opt-in 60