Industrial Marketing Today

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Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Sales knows best about demographics and marketing has insights into visitor engagement through web analytics. (See SAL is the Glue that Binds Sales and Marketing in Lead Generation ). Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions).

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Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

Marketing can assign scores to incoming leads based on demographics and site interactions. However, it is sales that actually hears how customers describe their products and services. Their feedback is invaluable in refining the initial list of search terms. However, sales has a much deeper understanding of which leads convert better.

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Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

You can refine your segmentation by demographics, website interactions, product lines, purchase history and length of time on the list to mention just a few ways to slice and dice your list for better relevance. Your list should be segmented into at least two broad categories – prospects and customers.

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Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

Even if you have carefully segmented your target audience by demographics, different people within the same company can and do react differently to your content. And they use different sources to get their information. The chart below from a research study done by Forrester illustrates this point very clearly.

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Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics. And in a complex industrial buy cycle, things can get well…complicated.

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High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

Go beyond the high-level demographics of SIC/NAICS codes and company size. And that begins with thinking like an investigative reporter by asking the 4Ws and the 1H questions. They are: WHO : Who are the intended recipients of your emails? Clearly define personas by addressing the WIIF (What’s in it for me) question for each stakeholder.

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How Lack of Marketing Content Can Derail Your Website Redesign Project

Industrial Marketing Today

I mean dig deeper than just the demographics like company size, job title, SIC code etc. It is our job then as marketers to massage it and add some sizzle in order to persuade the reader to take a desired action. Don’t be persona non grata – take the time to really understand the persona of the target audience.