Industrial Marketing Today

MAY 6, 2011

Most important things these professionals want to see on a supplier’s Website – pricing information, even if it is only ballpark estimates, detailed product information (datasheets, manuals, etc.) In 2011, 33% of the respondents chose this option which is a five point jump over 2010.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

AUGUST 26, 2011

They know what they need and are looking at vendor sites for specific information. Such a specific search will most likely be done using a parametric search application on a known vendor’s site or a vertical search engine like GlobalSpec and probably not on Google.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

JUNE 22, 2011

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

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

DECEMBER 7, 2010

Google “lead nurturing” and you’ll get back 81,900 results. So there is no dearth of information about it. Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%. Helped 9% more sales reps make quota and shortened ramp up time of new ones by 10%. What is lead nurturing?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 1, 2011

See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ). Even though it is more complex than standard HTML e-mails, dynamic content is well worth it as it creates highly personalized emails with information, offers and calls-to-action that very closely match the subscriber’s needs.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

JULY 23, 2010

It takes extensive knowledge, expertise, experience and a lot of detailed work in order for your website to be ranked high for specific keywords and phrases in Google and other major search engines. The shelf life of your content is pretty short because new information is generated very quickly on the Internet.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

AUGUST 20, 2010

Anything you can do to help them find the right information quicker will score big with engineers. You need to move beyond the free Google Custom Search tool for websites. If possible, add basic pricing information on your site to offer complete information without leaving your site.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Ranking 60

Industrial Marketing Today

MAY 31, 2010

Here’s my description tag from the same post (NOTE: it is not the default first paragraph): Don’t go crazy stuffing keywords in your page’s keywords tag because Google does not use the keywords Meta tag in page ranking. See a video from Matt Cutts on Google official position on using keywords meta tag ). Here less is better.

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

JUNE 8, 2010

Create and deliver useful information such as white papers, industry research and trends and how-to guides for selecting the right solution provider. My take: Use a keyword research tool like the free Google Keywords Research Tool to come up with a list of keywords and phrases based around the problems and solutions you discovered in step #1.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

JUNE 29, 2010

In the Needs Awareness and Research stages (the first two stages of the industrial buying cycle ), buyers use a broad array of sources, including social media, webinars, e-newsletters, Google, Bing, Yahoo and vertical search engines like thomasnet.com and globalsepc.com.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 24, 2009

Google is not the only source of content ideas. Studies have shown that people retain information quicker and longer when you engage their visual senses. Without first researching your ideas, you’ll find yourself running out of topics to write about and/or guessing what your readers would be interested in learning.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

JUNE 3, 2010

Situation turns dire until someone within the company gets an epiphany, “Our site is not optimized” > Quick, call in that SEO expert who guarantees first page ranking in Google > Before you know it, you are locked in a 6-month search engine optimization contract. They can wax eloquently and endlessly about their solution.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 8, 2012

Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. Google defines bounce rate as “The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” In short, you may have a leaky industrial Website. See my earlier post, You’ve Got Traffic.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

NOVEMBER 1, 2010

Tactics: 73 blogs that target niches of long-tail phrases; content generated by in-house experts and not written by outside vendors; detailed bio and contact information on each blogger; a big ass button for “ Learn More – Email author ;” good use of videos from YouTube embedded within the posts and the use of every imaginable social media option.

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

DECEMBER 17, 2010

At the very minimum, the free Google Analytics code should be installed on your web pages. Don’t be fooled into thinking that Google Analytics is not very capable just because it is free. See Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence. It is impossible to optimize something if you can’t measure it.

CMS Development 60

CMS Development Marketing Websites Marketing Budget Creation Work Management 60

Industrial Marketing Today

OCTOBER 26, 2009

A Home page is great for attracting prospects at the top of the sales funnel that may have found your site using generic search terms and are just looking for information on companies in your market. For example, the search term “industrial valves” yields 238,000 pages in Google. What’s the solution? How did they find your site?)

Traffic 60

Traffic Lead Ranking Lead Scoring Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Install site analytics, the free Google Analytics is a good start. She said, “Treat your website as if you were hiring a six-figure salesperson.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60