Industrial Marketing Today

MAY 17, 2021

Based on my conversations with manufacturers, I sometimes get the impression that it is just a marketing exercise to them. Understanding the industrial customer journey is essential to the success of digital marketing with content. This is only a content summary.

Custom Publishing 142

Custom Publishing Impressions Marketing Websites Conversion 142

Industrial Marketing Today

FEBRUARY 3, 2012

Asking sales to do the pre-qualifying is a colossal waste of their time and will only reinforce their impression that marketing generates “crappy” leads. Create a formal procedure for qualifying leads before handing off to sales for follow up action.

Top of Funnel 60

Top of Funnel Process Marketing Websites Sales Qualified Leads 60

Industrial Marketing Today

FEBRUARY 24, 2012

All very impressive “Marketing Talking Points” to prove their success. During an internal discovery meeting with the client’s Director of Marketing and the Marcom Manager, we spent considerable amount of time reviewing their clickthru reports, traffic, pageviews behavior and engagement stats from Google Analytics.

Lead Generation 60

Lead Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 60

Industrial Marketing Today

APRIL 15, 2011

I was impressed by the phenomenal results (leads and sales) reported by some of the manufactures using PARTsolutions’ application. Here are some stats and quotes from one of their press releases: Designers and engineers downloaded 48 million 3D CAD product models – or an average of 4 million per month – across the globe in 2010.

Lead Ranking 60

Lead Ranking Work Management Lead Scoring Marketing Management 60

Industrial Marketing Today

DECEMBER 7, 2010

Handing off these semi-qualified and not sales ready leads to sales before adequate lead nurturing only reinforces the impression that “marketing generates crappy leads.”. 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.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

MARCH 23, 2012

First impressions do matter; especially since today’s impatient industrial buyers are apt to make snap decisions about their preferred suppliers. Even the best marketing efforts are for naught if the website is not optimized (in terms of performance and design) to communicate the “offer” and trigger a “response.”.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

DECEMBER 12, 2010

I don’t want to create a false impression that every manufacturer, distributor or industrial company needs a sophisticated marketing automation package to get the best results from their lead generation efforts. Let’s say you are a manufacturer or distributor that sells to a niche market.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60