Industrial Marketing Today

JULY 1, 2011

Make it easier to weave in your product(s) within the text without making it too salesy. Demonstrate how others (their peers/your customers) are using your industrial product. Guide in selecting the right component/parts/products based on design parameters and requirements.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

MAY 1, 2012

Don’t assume that detailed product features are sufficient to move the needle. It is easier to justify the premium you charge against the total cost of ownership. Get found early and often in search engines, attract traffic that is relevant to your industrial products and services, and the content will persuade them to take action.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 2, 2012

Somehow, they assume the web designer will take care of content creation and the cost is included in their proposal for designing the site. To manufacture an industrial product, you need a complete BOM. I’ve used the term content BOM because many of my readers are from manufacturing, engineering and industrial companies.

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

FEBRUARY 21, 2011

Design engineers in particular are handling more projects and are under tremendous pressure to bring their designs and prototypes into production faster. Long on details, short on fluff – The first thing an engineer wants to know about your product is, “Does it meet my design specifications?” See below).

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

JANUARY 21, 2011

It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. Pushing out blatant product-centric sales messages are sure to turn off your audience. National Semiconductor Corp. billion of sales in 2010.

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Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Existing marketing collateral focuses primarily on the company and its products. I have been asked a few times to scan old product datasheets because that’s all that a particular manufacturer had for collateral.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

OCTOBER 1, 2011

They agree it helps them get found in search engines early and often, drives hordes of traffic to their site and fills the top of their funnel with qualified leads at a lower cost per lead. Sales is most productive when they spend bulk of their time engaging with leads in meaningful dialogs instead of sparring and posturing with them.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

APRIL 3, 2011

Ross Perot that exemplifies this business philosophy: “Business is not just doing deals; business is having great products, doing great engineering, and providing tremendous service to customers. Describe or show (videos) how your products/services solve those problems. Here’s a quote from billionaire industrialist H.

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Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

JUNE 8, 2010

You are well aware of the fact that the Internet has completely and permanently changed the way industrial buyers purchase technical products and services. Let’s say your business offers a software product designed to help business owners efficiently allocate revenue to related expenses to ultimately reduce costs.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JANUARY 3, 2011

Getting found by more prospects that are actively looking for solutions that your products/services can provide. Showcasing in-house subject matter experts with blog posts written by your engineers, product designers and customer support people. Their comments can provide you great market and competitive intelligence at no extra cost.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

OCTOBER 25, 2011

Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower the cost per lead at the same time. All this sounds great for content marketers but if you are a manufacturer or a distributor, you don’t want to be a content publisher, you want to sell more of your industrial products.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

AUGUST 26, 2011

These buyers are not looking to engage, they want complete product specifications. Inbound marketing requires prospects to be actively searching for products and solutions. Engineers usually refer to a list of approved vendors when they need to source industrial products. That is not always the case in the industrial sector.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

SEPTEMBER 1, 2011

In this post, I’ve listed the major areas to focus on if you want to make your industrial e-mail marketing more relevant and productive. There are significant hidden costs associated with irrelevant emails, including: High number of opt-outs leading to significant churn in your list. E-mail List Hygiene.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

MARCH 23, 2012

Your industrial website must be a true reflection of your company, its products and services. Get together with your sales team, channel partners, product engineers and sales support people. Ask for web design proposals that detail full scope of work, delivery milestones and total cost of the project.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

JULY 16, 2012

Make them the hero who found the right solution that will save their company tens of thousands in costs and/or generate hundreds of thousands of dollars in future revenues. They are the specifiers of your product. Scenario #2: You manufacture industrial components and parts used by OEMs.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

OCTOBER 1, 2012

What I’ve outlined here is my process for developing a sound content marketing strategy for industrial clients who are new to using inbound content marketing for generating more high quality leads at a lower cost per lead. You are probably very familiar with the phrase “To succeed with content marketing, you have to think like a publisher.”

Paid Search Agency 60

Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 60

Industrial Marketing Today

SEPTEMBER 3, 2010

How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? She defines it as “Contagious content must educate them [prospects and customers] about what they need to know, apply your company’s unique expertise in addition to your product and prove you walk your talk through the sharing of evidence.

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

JULY 20, 2010

And they’d unwittingly mastered Ohio’s required fifth-grade curriculum—from understanding sound waves to per-unit cost calculations to the art of persuasive writing. The answer lies in shifting from traditional company product marketing to customer problem oriented marketing.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

OCTOBER 2, 2010

However, there’s no denying the low cost of email marketing. Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

NOVEMBER 16, 2009

Just fill in your primary email address below, hit the “Send” button -- and you can claim it right away at no cost at all!” “Get Of course, you don’t have to copy word for word any of the examples from above, you are the only one who can decide which approach works best for your product, service or list. Get our free report!

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

JULY 9, 2010

Let’s get one thing straight from the get go, if you are in a declining market with low demand for your products and services, no amount of automation will help you generate new leads. However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

JUNE 29, 2010

Too often, marketers create new educational content based on internal triggers, such as a new product launch or the adoption of a new marketing strategy. Sean Donahue of MarketingSherpa put it best when he said, “We’ve been recommending for a while now that marketers think like publishers when it comes to their marketing content.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Digital marketing, social media and the constant pressure to cut costs have radically changed this traditional industrial sales model. If nothing else, it makes the mobile sales force much much more productive. Complex industrial sales require many face-to-face meetings with several stakeholders within the customer’s organization.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

MARCH 11, 2011

The plant engineer/maintenance manager – the end-user, his biggest WIFM is “Will your product make my job more difficult?” Your reengineered content provides: An online product configurator for finding the right flowmeter quickly and easily using the parameters given to him by the process design engineer.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60

Industrial Marketing Today

NOVEMBER 1, 2010

Indium Corporation is a developer, manufacturer, and supplier of specialty alloys, solder products and solder paste. times increase in registration of community members; double-digit growth in paid subscriptions for their SaaS product RapidResponse and a BtoB Social Media Awards 2010 winner. Exhibit #2: Indium Corporation Blogs.

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

JUNE 4, 2011

You could write a blog post titled “Injection molding using engineered resins for automotive products.” Consider this; businesses that primarily use inbound marketing have a 62% lower cost per lead than companies that do mostly outbound marketing. Let’s say you are a Tier II parts manufacturer for the automotive industry.

Inbound Marketing 60

Inbound Marketing Lead Generation Top of Funnel Lead Scoring 60

Industrial Marketing Today

DECEMBER 15, 2011

Link building is easier too and adding links to product pages deep within your site will seem more natural when they are part of the text within your posts. Video production is one area where I have found more manufacturers opting for DiY videos to avoid the high cost of outsourced production.

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60