Industrial Marketing Today

AUGUST 26, 2011

They provide examples of how the target audience behaves in their personal lives where they TiVo through commercials, use caller ID to ignore telemarketing calls, direct mail pieces go straight to trash and of course, nobody ever reads a newspaper or a trade magazine anymore.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. Example – “…a 154,324-ton- (140,000-metric-ton-) per-day copper concentrator that will incorporate a crushing, grinding, …open-pit mines.”. What I found contradicts the rules of content marketing as practiced today.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. Example – “…a 154,324-ton- (140,000-metric-ton-) per-day copper concentrator that will incorporate a crushing, grinding, …open-pit mines.”. What I found was somewhat contrary to conventional content marketing practices.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

FEBRUARY 25, 2011

May be more consulting engineering firms will get motivated to produce their own videos after seeing the examples in my post. Architectural Engineering, College of Engineering, The University of Nebraska–Lincoln (UNL). Click here to view the embedded video.

Consulting 60

Consulting Video Marketing Youtube Communities 60

Industrial Marketing Today

APRIL 2, 2012

Here are a two examples of manufacturing infographics that I found on visual.ly. Can it be posted on various social sharing sites? Does your design communicate the information clearly? Does it fit your content objectives and company branding? Browse more data visualizations. Browse more infographics.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

AUGUST 1, 2011

Read my post 3 Business Blogs with Proven ROI from Industrial Companies for examples of content marketers who consistently strike the right balance between talking to engineers and industrial buyers in their own language while generating leads and driving sales for their companies.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Planning Paid Search Agency 60

Industrial Marketing Today

AUGUST 24, 2009

For example, “content creation.” Share customer stories or provide examples to make it more interesting and help your readers connect with their own situation. For example, no software in the world can flag the error between their and there. REVEAL Adding a personal experience helps to humanize your content.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

APRIL 30, 2010

For example, if you reference research conducted a year ago, is there a new source that will increase relevance? For example, if you have 3 or 4 articles on a related topic, can you now combine them into an eBook with a fresh take? For example, if your company’s positioning changes and your content doesn’t match.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

MAY 1, 2012

For example, “We have XX years of customizing solutions for the ABC industry and offer the lowest price.” Don’t assume that detailed product features are sufficient to move the needle. Neither are generic value propositions very effective because your competition is probably claiming the same thing.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Ranking 60

Industrial Marketing Today

JUNE 11, 2011

For example, you may want to dominate a specific niche or keyword phrase that is only a small but profitable part of your main business. If you prefer your Home page to look like a Website instead of showing snippets of recent blog posts, set up the Home page as a static page instead of the blog. This can be done easily via the Admin panel.

Marketing Websites 60

Marketing Websites Ad Building Long Tail Marketing Cross-Selling 60

Industrial Marketing Today

MARCH 12, 2012

Here’s one example of the confusion that I’m referring to. I’ve read two different survey studies about how companies within the industrial sector use or plan to use social media. Depending on which study you read, the results can be confusing.

Social Media 60

Social Media Tactics ROI Paid Search Agency 60

Industrial Marketing Today

MARCH 16, 2012

For a real-life example of this lead generation disconnect, read my post, Manufacturers: Don’t Start a Lead Generation Campaign without Sales. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them.

Lead Management 60

Lead Management Lead Ranking Lead Scoring Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2011

One example would be inviting them to a webinar. Track 1 should be for those prospects that you believe are good early stage non-SQL leads. Send them valuable content that will help to move them to the next step until they are sales ready.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

APRIL 3, 2011

For example, a safety valve manufacturer that uses a central database to catalog every valve used by its customers. Relationship Marketing or Personalized Marketing as some marketers like to call it, recognizes the life-time value of a customer rather than focusing on quick sales transactions.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

MARCH 29, 2011

For example, product catalogs, datasheets and application notes can be ungated. Monitor how many visitors select that option. Test to see if your conversion goes down if you make that field mandatory. Use a mix of free and gated content to qualify and nurture your visitors.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

AUGUST 16, 2011

I needed to find some real-world examples of manufacturers using social media effectively. 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. However, these have been from other industrial marketing consultants like me.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

NOVEMBER 16, 2009

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. Is the promised/perceived benefit strong enough to overcome the readers’ need for privacy, or their reluctance to add another marketer to an already overcrowded inbox?

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

AUGUST 3, 2010

For example, at Sopheon , a software provider, measures qualified leads by their source, their region, volume per region, the speed of aging, movement through the sales cycle and other metrics. For example, you can track how many times site visitors clicked on the play button for a video on a particular page.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JANUARY 14, 2011

The best way that I can think of bridging that gap is by using a real-life example of a manufacturer that is using content to boost its marketing ROI. Build a larger base of loyal customers and spread the word via social media channels. There is a big difference between knowing and doing.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

JANUARY 10, 2011

Here are three examples that I found on YouTube. Sure enough, there are plenty of videos posted there by manufacturers. Most tend to be of the “how-to” variety but there are quite a few that are more along the lines of “about us.”. Tyco Flow Control.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

MAY 6, 2011

For example, 33% was the aggregate number for people who used supplier Website as their primary product research tool. There were some surprising and interesting twists to all the data as some of them are broken down by age groups.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. For example, instead of writing “our valves are manufactured to world-class standards and continue to operate trouble free in the harshest of operating conditions,” simply state “Manufactured to ASME Code standards, designed to handle up to 300 psig and 415°F.”

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Ranking 60

Industrial Marketing Today

SEPTEMBER 1, 2011

Need examples of effective industrial e-mail marketing? (See Social Media with Email Marketing – is it the Super Combo?). Same goes for mobile 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.

Relevance 60

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Industrial Marketing Today

JULY 7, 2011

Content under the Services tab is packed with customer-centric content all geared to help their customers harness the power of the Internet to make their own businesses more efficient.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

OCTOBER 17, 2010

Example: Thank you page after registering or downloading a white paper. Here are the basic steps (NOTE: Your steps may be slightly different, depending on your ESP): Create a free Google Analytics account and set up the code on your Web site (You may need the help of your IT department or a Web designer for this part).

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

APRIL 28, 2010

There are examples and additional resources too. In the slideshow, Rohit shows you 25 different styles of blogging and when to use each one. With each style, he has provided a brief description, frequency of blog posts, ability to go viral (buzz index) and the level of difficulty.

Web 2.0 60

Web 2.0 Privacy Policies Buying Cycle RSS 60

Industrial Marketing Today

DECEMBER 12, 2010

For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. Of course, it would be unmanageable to scale up such a manual lead scoring and tracking system as the volume of leads increases.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

MAY 14, 2010

You can see a working example on my client, Schulte Building Systems’ site. The best example of an expertise blog that I know of is the Emerson Process Experts blog moderated by Jim Cahill. Your own engineers, technical and R & D team members are great resources for generating fresh content that is more customer-focused.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

NOVEMBER 28, 2010

For example, the search term “industrial valves” yields 2,180,000 pages in Google. If search engines find that your website relates to a particular topic, then it is easier to achieve high rankings for the individual keywords that are relevant to that topic.

Optimization 60

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Industrial Marketing Today

JUNE 24, 2010

Do you have any good examples of social media used in email marketing? It is a joint presentation by Omniture, an Adobe company, and ExactTarget on the best practices of Email and Social Engagement. I didn’t have the time to go through the content but it seems like this is a hot topic right now.

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

JUNE 15, 2010

Adding value to industrial website development and marketing I am going to illustrate my point about part DiY and part professional help by using three real-life examples from my own industrial marketing business.

CMS Development 60

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Industrial Marketing Today

MAY 5, 2010

After-sales support such FAQs, How-to videos, Troubleshooting guides, User forums are all examples of after-sales content. Your content also needs to perform another key function. It must help your customers make the best use of their purchase. How well is your content performing for you?

Sales Cycle 60

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Industrial Marketing Today

JUNE 29, 2010

Professor Quelch provides the example of Intel and its very successful advertising campaign “Intel Inside.” He ends his post by asking, “Would Dupont’s shareholder value be the same today if it had not made consumers aware of nylon, Lycra, [Teflon], Stainmaster and linked these innovations to the Dupont name?

Relevance 60

Relevance B2B Marketing Web 2.0 Branding 60

Industrial Marketing Today

JUNE 12, 2010

You can see an example of B2B web design prices from my company’s online marketing division’s website. Because pricing information is now sought much higher up in the sales funnel than most marketers suspect. Two options for solving the pricing dilemma Show a range of prices to help your prospects make an initial budgetary decision.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JULY 14, 2010

BTW, this post is a working example of content curation. In my opinion, the best way forward is to create some original content and mix in a healthy dose of content curation using the best of human skills and automation techniques. Where do you stand on this debate? Share your thoughts by a leaving a comment.

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Industrial Marketing Today

JUNE 8, 2010

Kerry explains this concept very well with a realistic example. And the way to get found by your target audience is to define your offerings in terms of solutions to their problems then build your content strategy around those problems instead of benefits and features of your products.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

MAY 21, 2010

Another good example that I’ve seen is Indium Corporation. I agree with you about being able to contact experts or bloggers. That is a very good way to generate a qualified lead from your blog. You do a great job of showcasing your experts at Emerson Process Experts.

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Web 2.0 Buying Cycle B2B Blogger 60