Industrial Marketing Today

NOVEMBER 4, 2013

I can assure you this is not another post about sales and marketing alignment. Plenty has been written on that topic already. I am sure you’ve read many articles about [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

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Industrial Marketing Today

JANUARY 14, 2016

I understand and accept the fact that the main goal of industrial marketing is to generate leads. That […] The post In Industrial Lead Generation, a Lead is a Lead, Right? Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.”

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Industrial Marketing Today

FEBRUARY 19, 2016

They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales qualified leads. This is only a content summary.

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Industrial Marketing Today

AUGUST 27, 2012

Call it digital marketing or inbound marketing with content , the fact is marketing is now playing a much more active role in complex industrial sales. In this world the celebrated “solution sales rep” can be more of an annoyance than an asset. Source: The End of Solution Sales, Harvard Business Review – HBR blog).

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RFP Peer-to-peer High Quality Lead Lead Scoring 60

Industrial Marketing Today

JULY 24, 2012

Summer is a good time to look back at what has worked for lead generation and compare yourself with your peers as you plan for the second half of the year. What were the most effective SEO tactics used for lead generation in 2012? Do the findings in this post reflect your own experience with industrial marketing for lead generation?

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Lead Generation Tactics Peer-to-peer Generation 60

Industrial Marketing Today

FEBRUARY 3, 2012

If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), make sure the site is aligned with your sales process. Without this critical link, your newly redesigned industrial website may be nothing more than eye candy that does very little for your sales.

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Industrial Marketing Today

SEPTEMBER 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers.

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Industrial Marketing Today

OCTOBER 25, 2011

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).

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Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Of the remaining 21%, 70% are discarded by sales as not being qualified.

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Industrial Marketing Today

APRIL 15, 2011

For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. That in turn helps manufacturers get in early in the industrial sales cycle and generate more sales opportunities. That represents a 27 percent increase in downloads over 2009.

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Industrial Marketing Today

JUNE 22, 2012

The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. Marketing keeps you in sales.”

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Industrial Marketing Today

APRIL 21, 2010

How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue? How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue? All I can say is WOW!

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Industrial Marketing Today

OCTOBER 1, 2011

Then comes the silence because they are having trouble connecting the dots between inbound marketing and sales. This is when I have to take a step back and start talking about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive.

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Industrial Marketing Today

MAY 7, 2010

Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. However, the role of B2B marketers is changing and evolving more into revenue generation.

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Industrial Marketing Today

SEPTEMBER 1, 2015

Sales people have been using BANT (Budget, Authority, Needs, and Timing/Timeframe) criteria to qualify leads and prospects for a long time ever since IBM first coined that acronym. This is only a content summary. This is only a content summary. Please click on the headline to read the full article.

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Industrial Marketing Today

JULY 2, 2012

Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel. That’s why I like to call them “sales enablers.”. Cutting down on specification errors in BOMs.

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Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

JANUARY 11, 2021

Trade shows have always been a big part of manufacturing marketing for generating new leads that convert into sales opportunities. Of course, the COVID-19 pandemic has made in-person trade shows almost non-existent. This is only a content summary.

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Industrial Marketing Today

JANUARY 3, 2011

Are you leaving additional sales leads and revenues on the table? Industrial marketers who don’t use a business blog are missing a key component of feeding the top of their sales funnels. By not using every opportunity to generate high-quality leads, they may be leaving money on the table. Happy New Year! Source: HubSpot ).

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Industrial Marketing Today

MAY 11, 2010

The top findings I got out of the release were: 47% of the sales professionals reported a slight increase in the size of their B2B pipelines this year as compared to last year. However, the sales cycles have also become longer, making it much harder to close deals. This one caught me by surprise.

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Industrial Marketing Today

OCTOBER 17, 2010

My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts. There’s a handy tool called the Google Analytics URL Builder that is great for generating tagged links that you can add to your email campaigns.

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Industrial Marketing Today

NOVEMBER 10, 2011

It is only at the last stage, Procurement when buyers have already prepared a shortlist of vendors do they contact a manufacturer’s sales rep. See my earlier post, “Inbound Marketing Must Set the Table for Industrial Sales.”. Sales spend less time on prospecting and chasing down elusive leads. Content marketing cannot do it all.

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Industrial Marketing Today

MAY 5, 2010

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. Score this lead according to your preset BANT (Budget, Authority, Need, and Timing) criteria to determine if they are “sales-ready.”

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Industrial Marketing Today

MARCH 1, 2011

If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Let’s switch gears for a moment and think of it from a sales point of view. What does lead nurturing do for sales? Ah, we’ve achieved sales and marketing Nirvana! Are you beginning to see the similarities?

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Industrial Marketing Today

NOVEMBER 14, 2010

In most manufacturing and industrial companies, engineering, sales and marketing operate in their own silos, barely acknowledging each other’s existence. Even though it is a tongue-in-cheek video, it generated strong reactions. Unfortunately the lack of alignment with marketing is not restricted to sales and/or engineering.

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Industrial Marketing Today

MAY 22, 2019

These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities. I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. This is only a content summary.

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Industrial Marketing Today

MAY 22, 2018

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. This is only a content summary.

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Industrial Marketing Today

MARCH 16, 2012

Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them.

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Industrial Marketing Today

SEPTEMBER 17, 2012

For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec. How will digital marketing improve your sales process without being disruptive?

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Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. Relevant content will and/or is…. Save them time – Engineers like everyone else are being asked to do more with less.

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Industrial Marketing Today

SEPTEMBER 24, 2012

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. Truth be told, lead generation is a catchall for “We want our phones to ring.”. Let me make it clear from the outset, this post is not about sales vs. marketing.

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Lead Ranking Marketing Qualified Leads Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

JUNE 5, 2012

Decision makers in these companies want to jump on the content marketing bandwagon but they really don’t have a strategic plan of action and/or a clear idea of how it will drive sales and generate revenues. Some of them are filling the top of their sales funnel but the pipeline of qualified sales opportunities is running dry.

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Industrial Marketing Today

JUNE 22, 2020

I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. Your industrial marketing strategy may have changed recently because of the coronavirus. There is no getting around that fact. This is only a content summary.

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Industrial Marketing Today

MAY 13, 2016

Industrial marketing precedes industrial sales. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish. That is the reality today. This is only a content summary.

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Industrial Marketing Today

FEBRUARY 12, 2012

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%. Still not convinced?

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Industrial Marketing Today

AUGUST 1, 2012

The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected. In desperation, they start looking for a quick “Band-Aid” fix for their lead generation problems while spending as little as possible since budgets are tight or non-existent.

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Industrial Marketing Today

JUNE 22, 2011

I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. This is a critical step in making your lead generation and management an objective, quantitative process instead of a purely qualitative exercise. See SAL is the Glue that Binds Sales and Marketing in Lead Generation ).

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Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

JULY 16, 2012

These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales.

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