Industrial Marketing Today

JANUARY 10, 2011

There is a strong disconnect between content marketing effectiveness and its usage. Here are the main points of disconnection: Articles: 43% effectiveness (80% usage). Social media (excluding blogs): 21% effectiveness (73% usage). Print magazines: 39% effectiveness (65% usage). eNewsletters: 63% effectiveness (57% usage).

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Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

APRIL 2, 2012

If done right, they can be very effective in content marketing for manufacturers and industrial companies. For top of the funnel content, infographics are very effective because of their focus on educating the reader rather than being product-centric. I found the one written by Ahava Leibtag ( @ahaval ) to be very helpful.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

JANUARY 21, 2011

NYSE:NSM), a leader in power management technology and manufacturer of high-performance analog products, has done a fantastic job of using engaging content that helps it core audience of design engineers while generating $1.42 Modify a design criterion and the user can see the effects of those changes in real time.

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Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

NOVEMBER 28, 2010

Can DiY SEO be just as effective as hiring an outside expert? However, many of these in-house SEO practitioners did not think a lot of effort was required to conduct effective keyword research in order to produce good results from their SEO campaigns. Should IT be handling this task? Tread carefully!

Optimization 60

Optimization SEO Marketing Websites Keywords 60

Industrial Marketing Today

AUGUST 1, 2012

Create an effective marketing strategy built specifically for your business. Nurture qualified leads that are not ready to buy now with effective content marketing. That’s my take on how a good marketing strategy helps manufacturers and industrial companies generate leads and grow sales on a regular basis.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

JANUARY 18, 2012

They do go together because retrofitting SEO is more difficult and not as effective. A good website audit will analyze and evaluate several key elements to measure the marketing effectiveness of your current industrial website. Keep in mind that SEO is not the same as a website redesign. Here’s why it is well worth the investment.

Marketing Websites 60

Marketing Websites CMS Development High Quality Lead Top of Funnel 60

Industrial Marketing Today

DECEMBER 22, 2011

Small Manufacturers Use Social Media Effectively. How Relevant Marketing Content Helps B2B Branding. Deconstructing the Four Stages of the Industrial Buy Cycle. 3 Business Blogs with Proven ROI from Industrial Companies. Manufacturer’s Marketing Video Becomes a YouTube Sensation. 7 Key Components of a Successful Lead Generation System.

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Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

OCTOBER 25, 2011

Content marketing helps industrial and manufacturing marketers manage their sales funnels from ToFU to MoFU. Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle.

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Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

MAY 1, 2012

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. Neither are generic value propositions very effective because your competition is probably claiming the same thing. Prove it – are you always the lowest bidder?

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Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 25, 2011

That’s why I say more power to the manufacturer if it can successfully use a B2C marketing tactic to help its customers select the right industrial product(s) quickly and easily. It probably helps the retailer sell more merchandise because we often want more than one color of a shirt or blouse. And that’s the focus of this blog post.

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Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

JULY 2, 2012

By far the strongest reason, at least in my opinion is that they help get manufacturers’ or distributors’ parts “designed in.” Overall, I think 3D CAD models and 2D drawings are extremely effective in generating more sales-ready leads for manufacturers and industrial distributors. Design wins lead to prototype and production orders.

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Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 6, 2011

Integrating a blog into websites can be a big help for manufacturers that are trying to enter new markets (See How Blogs Help Manufacturers Enter New Markets ). Blog sites are very flexible and can be just as effective whether you are an OEM, an industrial distributor, or a consulting engineering firm.

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Industrial Marketing Today

JULY 16, 2012

They rely on a few handpicked people they trust to filter out all the noise and provide only key facts to help them make a decision. Another effective content marketing tactic is using Engineering and Evaluation Kits for lead nurturing. These people make up what I refer to as the sphere of influence for the decision makers.

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Industrial Marketing Today

MARCH 17, 2011

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focussed too much on you, your products or your company. This is by far the most popular tactic for generating effective content as reported by almost 1,000 B2B marketers in a recent survey done by MarktingSherpa.

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Industrial Marketing Today

MAY 14, 2010

This is particularly helpful if you are a components manufacturer and have a large inventory of parts. Help the design engineer select the exact part number by selecting critical parameters s/he needs. This kind of sales oriented marketing content is no longer effective.

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Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

JUNE 5, 2012

It should be obvious that effective industrial content marketing is much more than just content for your industrial website or blog posts. Read my post “ Industrial Marketing Content that Helps Buyers ” for more ideas on this. Answer – Create higher value content. That probably made you say “Huh?”

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Top of Funnel Content Marketing Planning Buying Cycle 60

Industrial Marketing Today

AUGUST 26, 2011

Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. This where traditional outbound marketing like print ads, phone calls and direct mail can help in maintaining top-of-mind awareness even when the prospect is not actively looking to buy.

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Industrial Marketing Today

SEPTEMBER 26, 2011

Email marketing is an effective tactic for generating high-quality leads from an audience of engineering, industrial and technical professionals. This will help you gather lead intelligence that is important for segmenting and improving relevance. There is a difference. How to generate quality leads using email marketing.

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

NOVEMBER 16, 2011

What caught my attention and IMO applies to industrial marketing, are these four changes: Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. Wrapping your links with anchor text of the same one or two keywords won’t be effective anymore.

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Industrial Marketing Today

OCTOBER 14, 2011

Inbound Marketing articles that I’ve published here may help to clear up some of those issues. IMO, for effective “pull” marketing, you need both Inbound Marketing and MA to maximize the top and the middle of your sales funnel. There is still quite a bit of confusion out there. See my post “Marketing Automation vs. Inbound Marketing.”

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Inbound Marketing Top of Funnel Marketing Automation Services Allocation 60

Industrial Marketing Today

APRIL 26, 2010

The old ways of pushing out content is no longer effective. Here’s a short but highly informative slide show that explains how to use content effectively as inbound marketing. Cold calling is replaced by useful content and tools that help people find them and contact them for more information. Don’t sell.

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Industrial Marketing Today

MAY 26, 2011

However, their biggest impact is in the late stages of the industrial buy cycle and are not very effective in the early phases. Create an online version that supports complex parametric searches to help design engineers find the exact part from your inventory of thousands of SKUs. Take it up a notch and develop a mobile app for it.

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Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

JUNE 22, 2011

Developing an effective scoring system requires marketing to work closely with sales. Send them valuable content that will help to move them to the next step until they are sales ready. The step I’m referring to is ranking these new contacts and segmenting them according to pre-defined scores.

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Industrial Marketing Today

DECEMBER 22, 2010

I hope you’ll get some value and practical help from reading or rereading these articles. Marketing automation is very effective in moving prospects through the middle of the marketing funnel until the handoff to sales and provides a good closed-loop system for lead recycling that would otherwise go to waste.

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

JULY 23, 2010

Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign. It shouldn’t be an afterthought because retrofitting SEO after the redesign is typically not very effective and usually costs more. One-size-fits-all site content will not help you engage.

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Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

OCTOBER 2, 2010

The old email marketing strategy of batch and blast or spray and pray is no longer effective. Select only those that will help you optimize your nurturing campaigns and accurately gauge where the prospect is in their decision making process. According to SirrusDecisions research, the B2B buyer receives 20.3 per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

SEPTEMBER 1, 2011

Need examples of effective industrial e-mail marketing? Visit my company’s website if you need help with your industrial e-mail marketing. By that I don’t mean only smartphones; you have to start thinking about your e-mails being viewed on iPads and other tablets.

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Industrial Marketing Today

JUNE 19, 2010

Creating effective marketing content requires a well-rounded skill set that includes researching, interviewing subject matter experts (SME), customers, and internal stakeholders, compiling all that information into cohesive content and a basic understanding of any existing content management system (CMS) to update your online content library.

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Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

OCTOBER 21, 2010

Buyers want content of real value: Marketing automation helps you automate deployment based on set criteria. Marketing channels have changed and grown: Marketing automation helps you quickly to easily track, monitor and see the “big picture” by using a unified dashboard. Some marketers also refer to it as content marketing.

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Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

MAY 26, 2010

Allocating online marketing in a broader and deeper fashion across multiple programs not only helps you connect with more potential buyers throughout the buy cycle, it helps prevent a key mistake that some marketers make: relying only on the ‘last click’ to determine which marketing programs are effective in bringing buyers to your company.

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Industrial Marketing Today

AUGUST 10, 2010

However, you can do it too with some help. I don’t deny that effective SEO does take experience, expertise and time to produce results. Did you find this “how to” article helpful? It seems the secrets of SEO are known only to a few high-priced consultants. Search engines don’t convert, people do.

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Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

SEPTEMBER 27, 2010

That starts with helping the customer ask the right questions Great sales people help their customers consider new opportunities to grow their businesses; they help them understand new opportunities to improve performance. I agree with you that sales must adopt social media in order to be more effective these days.

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Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JULY 29, 2010

In addition, companies that reported using more sophisticated measures of ROI reported that their marketing efforts were highly effective and efficient at engaging than those not using financial metrics. Only 11% said they did not do any tracking, compared with 40% of marketers using only traditional metrics.

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B2B Marketing Top of Funnel BtoB Peer-to-peer 60

Industrial Marketing Today

SEPTEMBER 20, 2010

Business blogs for lead generation Even though business blogging is not widely used in B2B marketing and especially in industrial marketing, it can be very effective as a tool for lead generation. I knew blogging helped, but those numbers are pretty stunning. And the tug-of-war between sales and marketing continues.

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Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

JUNE 3, 2010

Develop content templates – sometimes it helps to develop a template for creating new content. Retrofitting optimization is much harder and it isn’t as effective as creating content from the ground up that is optimized for carefully researched keywords and phrases.

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Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 8, 2012

While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads. It must provide relevant content that will help your site visitors make interim decisions and move them in a logical manner towards an RFQ or contacting your sales team.

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Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

JUNE 17, 2011

It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them. My suggestions in this post should help you as an industrial marketer to get over the content marketing hump.

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