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Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

AUGUST 3, 2010

However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. The most simplistic approach to evaluating customer engagement is to measure conversion rates. In other words, think long and hard before jumping into the deep end of customer engagement.

B2B

B2B Marketing Analytics Tools Web 2.0 Buying Cycle

The Disconnect Between B2B Content Marketing and Customer Engagement

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. Nearly 97% of the respondents viewed customer engagement as very (67%) or somewhat (30%) important. Just 59% of companies now measure customer engagement; 36% do not.

B2B Marketing

B2B Marketing Top of Funnel BtoB Peer-to-peer

How to Use a B2B Blog to Win Customers and Influence Prospects

Industrial Marketing Today

MAY 21, 2010

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. 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.

Web 2.0

Web 2.0 Buying Cycle B2B Blogger

Webinars

Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

MORE WEBINARS

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

AUGUST 16, 2011

I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers. He believes “Social media will be leading the way in ways that small and larger corporations reach out to a new customer base.” instead of going to an offshore supplier.

Social Media

Social Media Effectiveness Media Work Management

Business Value of Social Networking

Industrial Marketing Today

JULY 29, 2009

Even though the use of social media like Facebook, Twitter and LinkedIn is growing exponentially, there is a raging debate about measuring its ROI. I use LinkedIn and Twitter quite a lot in my online networking and sure, I’ve grown my network in a short period of time.

Social Networks

Social Networks Lead Ranking Lead Scoring Web 2.0

5 Rules of Website Redesign for Engaging Engineers and Industrial.

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. Instead of thinking of Facebook, LinkedIn and Twitter as lead generators, use them to increase awareness and drive traffic to your website.

Rules

Rules Marketing Websites Marketing Automation Services Web 2.0

The 6 essential rules of a website redesign – Ignore them at your.

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. It is all about the customer and not you and your company.

Rules

Rules Marketing Websites Web 2.0 Buying Cycle

Industrial Companies shouldn’t Replace Email Marketing with Social Media

Industrial Marketing Today

MAY 15, 2012

However, email marketing is much better suited for turning those clicks, likes and fans into deeper discussions, building relationships and converting them into customers. He wrote, “The bigger and more complex the decision, the less likely it is that those who influence it are sharing their recommendations on Facebook.”.

Social Media

Social Media Paid Search Agency Email Marketing Social Marketing

The More Industrial Marketing Changes, the More it Stays the Same

Industrial Marketing Today

AUGUST 10, 2012

67 percent of manufacturers, industrial and engineering companies stated that customer acquisition or lead generation is their primary industrial marketing goal in 2012, the same top two marketing goals for the past six years. I’m not trying to be clever or facetious with my headline.

Planning

Planning Marketing Budget Creation PR Paid Search Agency

Social Media and B2B Marketing Do Pair Well

Industrial Marketing Today

APRIL 20, 2010

They have compiled over 50 marketing charts and graphs based on analysis of their 2,500 business customers. The second report on social media and b2b marketing is from HubSpot.

Social Media

Social Media Social Marketing B2B Marketing Web 2.0

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

OCTOBER 20, 2011

Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. Traditionally used as customer support tools by manufacturers and industrial distributors, the discussion threads were primarily text-based. What about good ol’ community forums? See chart).

Communities

Communities Paid Search Agency Peer-to-peer Companies

Social Media with Email Marketing – is it the Super Combo?

Industrial Marketing Today

JUNE 24, 2010

link) examined 5Million messages sent out by over 19,000 of their customers who are primarily small businesses and found the following: Including social sharing options in emails increased click through rates by an average of 7.2% See charts below). The second study done by GetResponse (aff.

Social Media

Social Media Email Marketing Social Marketing Web 2.0

Optimizing Your WordPress Business Blog

Industrial Marketing Today

AUGUST 10, 2010

Now that you have a better idea of optimizing your WordPress blog to attract traffic, don’t forget, it is your content that will create fans and convert them into customers. However, none of that can happen until you drive lots of interested traffic to your business blog. Search engines don’t convert, people do.

Business Blogging

Business Blogging Optimization Web 2.0 Business

Translate Features into Benefits if You Want Your Marketing.

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

Features Web 2.0 Planning Work Management

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

AUGUST 17, 2010

After all, that’s how your prospects and customers will find your blog and/or Web site. I am referring to optimizing customer engagement in B2B marketing. When developing content, it’s important to build customer personas, and create individual content paths for each of them. Why is it important?

Optimization

Optimization Web 2.0 Planning Buying Cycle

Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

JULY 20, 2010

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. The four steps are: 1.

Creativity

Creativity B2B Marketing Lead Ranking Lead Scoring

A Blogging Style to Call Your Own

Industrial Marketing Today

APRIL 28, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Web 2.0

Web 2.0 Privacy Policies Buying Cycle RSS

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

JUNE 19, 2010

The sales team has a much better understanding of the needs of various stakeholders because of their customer-facing role. They have the insight on pain points and issues surrounding the customer. Understanding and building accurate profiles of different personas requires a close alignment between sales and marketing.

Relevance

Relevance B2B Marketing CMS Development Buying Cycle

Generating More “Educated Leads” on a Small Budget

Industrial Marketing Today

APRIL 21, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Budget Programs

Budget Programs Education Marketing Budget Lead Scoring

101 Tips from 50 Small Business Bloggers

Industrial Marketing Today

SEPTEMBER 29, 2009

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Small Business Marketing

Small Business Marketing Blogger Web 2.0 Tips

The Distribution Trap – How Innovations Become Commodities

Industrial Marketing Today

APRIL 22, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Distribution

Distribution Web 2.0 Lead Ranking Privacy Policies

Focus on Content in B2B Marketing

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. The old ways of pushing out content is no longer effective. Content Marketing’s slogan is – “Don’t pitch. Don’t sell. Don’t interrupt.

Marketing Budget Creation

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget

Top 10 Clichés to Avoid in B2B Marketing Content

Industrial Marketing Today

MAY 18, 2010

Leave a Comment Previous post: 7 Strategies for Using Content to Market Industrial Products Next post: How to Use a B2B Blog to Win Customers and Influence Prospects FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

B2B Marketing

B2B Marketing Web 2.0 Planning Demand Generation Agencies

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

JUNE 29, 2010

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Analytics is the new marketing creative!

Relevance

Relevance B2B Marketing Web 2.0 Brand Identity

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

MAY 26, 2010

Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Buying Cycle

Buying Cycle Buy Web 2.0 Allocation

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” It must help your customers make the best use of their purchase. Ardath Albee, CEO of Marketing Interactions, Inc.

Sales Cycle

Sales Cycle Web 2.0 Buying Cycle Privacy Policies

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

OCTOBER 2, 2010

They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior. Social Media with Email Marketing – is it the Super Combo?

Email Marketing

Email Marketing Web 2.0 Planning BtoB

Variety of Content is the Key in the Early Stages of the.

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.

Buying Cycle

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

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

JUNE 12, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Sales Management

Sales Management Pricing Price Marketing Websites

The Role of B2B Marketing is Shifting from Lead Generation to.

Industrial Marketing Today

MAY 7, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Lead Generation

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

AUGUST 20, 2010

You need to move beyond the free Google Custom Search tool for websites. As long as you can make their entire sales experience easy (both before and after) and your products meet specifications for them to specify with confidence, you probably have a lifetime customer unless you fail him/her badly.

Web 2.0

Web 2.0 Planning Buying Cycle Lead Ranking

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

SEPTEMBER 3, 2010

The big hurdle they face is in engaging and converting readers into prospects, leads and ultimately customers. Most B2B marketers find it relatively easy to create and use content to gain search engine presence. Passive reading of your content will not move the prospect along in his/her decision making process.

Buying Cycle

Buying Cycle Buy Marketing Budget Web 2.0

Successful Industrial Websites Require Part DiY and Part.

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. They have streamlined the weekly updating task by tying it into their existing inventory system.

CMS Development

CMS Development Marketing Websites Work Management Web 2.0

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

OCTOBER 21, 2010

In case you are not familiar with the term inbound marketing, it refers to marketing tactics that focus on helping your prospects and customers find and contact you as opposed to interruptive outbound marketing such as telemarketing, direct mail, radio and TV advertisements. Some marketers also refer to it as content marketing.

Marketing Automation Services

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel

Are You Creating Irresistible Offers with Your Email Marketing?

Industrial Marketing Today

NOVEMBER 16, 2009

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Email Marketing

Email Marketing Web 2.0 Planning Opt-in

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

MAY 14, 2010

How do you shift the focus from you or your company to your prospects and customers? Customize them to suit your particular product line, which makes it much easier to specify and buy your valves. Your own engineers, technical and R & D team members are great resources for generating fresh content that is more customer-focused.

Webinar Metrics

Webinar Metrics Marketing & Strategy Marketing Strategy Product

Content Creation Made Easy

Industrial Marketing Today

AUGUST 24, 2009

Share customer stories or provide examples to make it more interesting and help your readers connect with their own situation. An outline also creates a roadmap as I progress from chapter to chapter until I finish my report or eBook. REVEAL Adding a personal experience helps to humanize your content.

Web 2.0

Web 2.0 Copywriting Content Buying Cycle

Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.

Industrial Marketing Today

MAY 11, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Sales Cycle

Sales Cycle Lead Ranking Marketing Qualified Leads Sales Qualified Leads

Is Content Curation an Easy Way for Content Marketers to Do More.

Industrial Marketing Today

JULY 14, 2010

in Museum Studies, but the idea of acting as a curator of information to post on our website for the benefit of our clients and customers is extremely interesting. Please share with your friends and followers: Related posts that may interest you: Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders?

Curation

Curation RSS Content Marketing Web 2.0

Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress.

Industrial Marketing Today

MAY 31, 2010

You need to optimize it for search engines in order for your target audience to find your B2B blog (see my earlier post, “How to Use a B2B Blog to Win Customers and Influence Prospects” ). Select Custom Structure and enter “/%postname%/” (Without the quotation marks). I highly recommend and use the Thesis Theme.

Optimization

Optimization SEO Buying Cycle Web 2.0

How to Make Your Business Blog Be All It Can Be

Industrial Marketing Today

MAY 3, 2010

You want your business blog to become the hub that attracts traffic, establishes your credibility and ultimately, moves those readers forward in their decision making process and become paying customers. How do you turn your business blog into a powerful sales tool? I’ve listed six business blogging tips here to get you started.

Business Blogging

Business Blogging Web 2.0 Long Tail Marketing Business

7 “Rs” for B2B Marketing Content Planning

Industrial Marketing Today

APRIL 30, 2010

Think about new “arrangements&# of content as resource centers for prospects and/or customers. If a video you used in a blog post relates, pull it through to the landing page for that content. Response - When a content asset provokes a big response, figure out why and create more content with those characteristics.

Planning

Planning B2B Marketing Emarketing B2B

B2B Lead Generation Using a Business Blog

Industrial Marketing Today

SEPTEMBER 20, 2010

You make a good point about adding explicit calls to action if you want to move the visitor along and ultimately convert him/her into a customer. Achinta Mitra October 1, 2010 at 3:49 pm @matt, Thanks for your comments.

Lead Generation

Lead Generation Business Blogging Lead Scoring Lead Ranking

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

SEPTEMBER 27, 2010

The salesperson may have to spend a lot of time re-educating the customer and correcting misunderstandings Customers are prisoners of their own experiences (we all are). Today’s B2B salesperson must bridge the gap from the experience of others to the specific and unique needs and priorities of the customer.

Social Media

Social Media Social Marketing Media Planning

Industrial Marketing Today

Industrial and B2B Customer Engagement Simplified

The Disconnect Between B2B Content Marketing and Customer Engagement

Webinars

Trending Sources

How to Use a B2B Blog to Win Customers and Influence Prospects

Webinars

Small Manufacturers Use Social Media Effectively

Business Value of Social Networking

5 Rules of Website Redesign for Engaging Engineers and Industrial.

The 6 essential rules of a website redesign – Ignore them at your.

Industrial Companies shouldn’t Replace Email Marketing with Social Media

The More Industrial Marketing Changes, the More it Stays the Same

Social Media and B2B Marketing Do Pair Well

Are Community Forums Good for Manufacturers and Industrial Companies?

Social Media with Email Marketing – is it the Super Combo?

Optimizing Your WordPress Business Blog

Translate Features into Benefits if You Want Your Marketing.

The Twofold Benefit of Optimizing Marketing Content

Can Industrial and B2B Marketers Learn Creative Problem Solving.

A Blogging Style to Call Your Own

Creating Relevant B2B Marketing Content: Walk the Talk

Generating More “Educated Leads” on a Small Budget

101 Tips from 50 Small Business Bloggers

The Distribution Trap – How Innovations Become Commodities

Focus on Content in B2B Marketing

Top 10 Clichés to Avoid in B2B Marketing Content

How Relevant Marketing Content Helps B2B Branding

Deconstructing the Four Stages of the Industrial Buy Cycle

Using Content to Move Prospects Forward in the Sales Cycle

High-Performance Email Marketing for Attracting and Engaging.

Variety of Content is the Key in the Early Stages of the.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

The Role of B2B Marketing is Shifting from Lead Generation to.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Content Auditing and Mapping it to the Industrial Buy Cycle

Successful Industrial Websites Require Part DiY and Part.

Marketing Automation vs. Inbound Marketing

Are You Creating Irresistible Offers with Your Email Marketing?

7 Strategies for Using Content to Market Industrial Products

Content Creation Made Easy

Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead.

Is Content Curation an Easy Way for Content Marketers to Do More.

Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress.

How to Make Your Business Blog Be All It Can Be

7 “Rs” for B2B Marketing Content Planning

B2B Lead Generation Using a Business Blog

Have Digital Marketing and Social Media Killed the Industrial.

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