Industrial Marketing Today

SEPTEMBER 20, 2010

On the other hand, the sales team is probably complaining about the quality of B2B leads generated by your marketing team. They want better qualified and sales-ready leads. People in sales are not very interested in spending time nurturing suspects and prospects, that’s marketing’s job. The focus here is definitely on quantity.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. Source: Marketing Sherpa/ KnowledgeStorm).

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

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. Google strategy vs. tactics and you’ll get 4,030,000 hits so there is no sense in me repeating all that here. Encourage marketing and sales to work together as a team.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

MAY 1, 2012

I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people. That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

DECEMBER 22, 2011

I looked at my Google Analytics for the entire year and have selected the top ten blog posts using a combination of Pageviews, Engagement and Social Sharing data to determine the ranking. Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers. That’s the power of inbound marketing with content.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

AUGUST 26, 2011

Their pipeline of leads would dry up quickly and sales would come to a grinding halt if they depended entirely on inbound marketing for prospects to come to them. The bulk of new sales comes from referrals and repeat business for many manufacturers and industrial companies. It doesn’t have to be a choice of one or the other.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

AUGUST 20, 2012

They’ve heard/read that Google loves fresh content, therefore all they need to do is publish lots of content and they’ll be on the first page of Google’s search results. We want site visitors to call our sales people who will explain everything. The primary goal is to generate better quality leads from their websites.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

JULY 14, 2010

Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. So I Googled “content curation&# and lo and behold, it returned 77,600 results. FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MARCH 29, 2011

That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site. Google it and you’ll find plenty of research studies to back that up.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

DECEMBER 22, 2010

from my Google Analytics, the number of inbound links received, retweets and other social sharing. 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

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

The most frequent complaint that I have heard in the past year from my industrial clients is that their sales cycle has become longer, more complex and increasingly difficult to get on the buyer’s radar screen until it is too late. I have included my take on each step. The steps are: 1. Think: Reflect on the origins of your offering.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

APRIL 14, 2012

This content marketing strategy has helped us achieve several top 10 rankings in Google for competitive keywords and phrases. I know I’m excited about the future and look forward to the years ahead working diligently to help my clients generate more leads and drive sales.

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 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. In complex industrial sales, researchers often do not have the authority to make the final purchase decision. And yes, it does cost money.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 29, 2010

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. Definitely not.” In the later stages, supplier Web sites and catalogs are the most important information sources.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

MAY 3, 2010

One way or another, you want it to be an integral part of your industrial marketing efforts in generating leads and driving sales. How do you turn your business blog into a powerful sales tool? The first one is All in One SEO Pack and the second one is Google XML Sitemaps. This white paper aims to change that perception of them.

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

AUGUST 20, 2010

You need to move beyond the free Google Custom Search tool for websites. As long as you can make their entire sales experience easy (both before and after) and your products meet specifications for them to specify with confidence, you probably have a lifetime customer unless you fail him/her badly.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 1, 2011

A good way to do this is to match it with your sales cycle. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ). These people have not given you explicit permission to receive your marketing e-mails regardless of what the list broker may say. Do a regular merge/purge of your in-house list.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

AUGUST 24, 2009

Google is not the only source of content ideas. Leave a Comment { 1 trackback } 7 | Industrial Marketing Today Previous post: Business Value of Social Networking Next post: 101 Tips from 50 Small Business Bloggers FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

JUNE 3, 2010

Six months later, very little traffic, even fewer leads and no sales > The new web site sucks, hasn’t done anything for our business. Our sales people will tell them everything they need to know when they talk to them on the phone or set up a face-to-face meeting. How hard can it be to write some words? We can do it ourselves.

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

I found three industrial blogs that have produced measurable ROI in terms of lead generation and sales – key performance metrics that resonate with the C-suite. They need to see verifiable results and not just screen shots in our online portfolios. Exhibit #2: Indium Corporation Blogs. Exhibit #3: Kinaxis Supply Chain Expert Community.

Business Blogging 60

Business Blogging Enterprise Management Paid Search Agency ROI 60

Industrial Marketing Today

DECEMBER 17, 2010

A New Year and a new website mean new leads and sales opportunities. With 2011 right around the corner, this is a good time to finalize your website redesign plans in order to find the right prospects and begin filling your sales pipeline. Job 1 for industrial websites is generating high-quality leads and driving sales.

CMS Development 60

CMS Development Marketing Websites Marketing Budget Creation Work Management 60

Industrial Marketing Today

OCTOBER 10, 2011

I can’t think of a single conversation about website redesign that I’ve had with industrial companies that didn’t start with or include the following, “We want our website to be on the first page of Google for … (fill in your own keywords and phrases).”. After all, why would you create a site that no one can find?

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Scoring Lead Ranking 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. This white paper aims to change that perception of them.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

Install site analytics, the free Google Analytics is a good start. If necessary, rewrite or edit the text to address critical pain points of your prospects and customers. Map your content to each stage of the industrial buying cycle. It is impossible to tweak your site’s performance unless you can track and measure visitor activities.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60

Industrial Marketing Today

NOVEMBER 17, 2010

If you Google “definition of content marketing,” it will return 4,760 results. Miller has built very active communities around their three core customer needs; Welding Discussions, Welding Projects and Motorsports that provide customer support both before and after the sale. Obviously it means different things to different people.

Co-Registration 60

Co-Registration Content Marketing Paid Search Agency Content 60