Industrial Marketing Today

JUNE 5, 2012

In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Not that I’m complaining, this gap means more business opportunities for me as an industrial marketing consultant. Answer – Create higher value content.

Top of Funnel 60

Top of Funnel Content Marketing Planning Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 2, 2012

I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). I’ve used the term content BOM because many of my readers are from manufacturing, engineering and industrial companies. The same principle applies to industrial web designs.

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 7, 2010

Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with sales reps from vendors.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

MAY 1, 2012

You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. 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.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

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. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. A similar trend is seen in the industrial sector. See chart ).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

AUGUST 3, 2010

However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. According to them , “customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time.&# Google Analytics may be all the power you need.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. Rule #3: Create interaction and shareability Nothing happens until your site visitor takes some sort of action.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

OCTOBER 20, 2011

Traditionally used as customer support tools by manufacturers and industrial distributors, the discussion threads were primarily text-based. However, blogging is labor-intensive and creating a constant flow of new content has proven to be a hurdle for manufacturers and industrial companies. This kind of market intel is invaluable.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

SEPTEMBER 26, 2011

Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. However, it does require you to think about emails somewhat differently.

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

OCTOBER 26, 2010

With the cloud of economic uncertainty still hanging over many industries, it is not surprising that B2B marketers are shifting their 2011 budgets more towards lower-cost inbound eMarketing tactics. You may want to read the following: Industrial Website design and management. Social media marketing. Search engine optimization (SEO).

Marketing Budget Creation 60

Marketing Budget Creation Marketing Budget Inbound Marketing Tactics 60

Industrial Marketing Today

MARCH 23, 2012

by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. Today, it is imperative that you consider your industrial website to be as important as your star salesperson. Your industrial website must be a true reflection of your company, its products and services.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

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. I feel I am qualified to talk about this problem because I am an engineer who makes a living as an industrial marketer. The disconnect is strong and distinct.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

JUNE 29, 2010

As marketers, we need to shorten the industrial buy cycle by producing marketing content that is relevant and tailored to the prospect’s stage on the buy cycle. Use social media selectively to engage with your target audience in a more personal way and humanize an otherwise impersonal interaction that is purely transactional.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

SEPTEMBER 1, 2011

E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. E-mail List Hygiene.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

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. Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). That is good advice and it is a proven tactic for inbound marketing.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job? by Achinta Mitra on September 27, 2010 in Industrial Marketing Strategies , Industrial Websites , Sales Strategies , Social Media Marketing Remember the very first music video ever played on MTV?

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

MAY 6, 2011

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. Yup, social media does work in the industrial sector, sometimes. and 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

AUGUST 26, 2011

I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

OCTOBER 1, 2011

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. It needs to do all the heavy lifting for creating qualified opportunities for industrial sales. Instead, salespeople want opportunities. ”.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

MAY 26, 2011

I’m sure that’s not by accident but the result of forward thinking and a lot of hard work on the part of content marketers in those industries. Manufacturers of industrial products struggle when it comes to generating a steady flow of fresh marketing content. These B2B marketers seem to have a bottomless well of content to tap into.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

OCTOBER 21, 2010

How do you separate hype from reality, especially when it comes to industrial marketing? Quality of leads delivered” was considered as most important by 464 respondents from the manufacturing sector as reported in Trends in Industrial Marketing 2010 released by GlobalSpec. See my earlier posts on industrial buy cycle ).

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

MARCH 1, 2011

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. After lead nurturing: Salespeople only call those prospects that have sent a clear signal of their readiness to buy with their online interactions with your marketing content. Ah, we’ve achieved sales and marketing Nirvana!

Lead Nurturing 60

Lead Nurturing Cold Calling Leads Lead 60

Industrial Marketing Today

JUNE 1, 2011

Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. Practical uses of QR codes in the AEC industry. How are you using QR codes as an Architectural, Engineering and Construction industry professional?

Marketing Proposals 60

Marketing Proposals Comparison Mobile Marketing Communities 60

Industrial Marketing Today

OCTOBER 17, 2010

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. Click on the “Goals&# tab to view detailed statistics on web interactions and goal conversions from each campaign.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

MAY 5, 2010

Ardath Albee, CEO of Marketing Interactions, Inc. Depending on the level of assistance you’re looking for, Tiecas offers customized content marketing solutions for engineering and industrial companies. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

NOVEMBER 16, 2009

Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Achinta offers his industrial clients marketing for engineers by an engineer.

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

OCTOBER 2, 2010

Therefore B2B and industrial marketers continue to favor email marketing over other direct marketing channels. Let’s look at two case studies to see how industrial marketers are using email to reach and engage with industrial buyers. The old email marketing strategy of batch and blast or spray and pray is no longer effective.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

DECEMBER 12, 2010

This is more so for industrial marketers because generating a steady stream of high-quality sales leads plays a far more important role than other B2B marketing objectives such as branding, thought leadership and/or community building. These days, respect for B2B and industrial marketing is spelled as M E T R I C S.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

APRIL 30, 2010

Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Achinta offers his industrial clients marketing for engineers by an engineer. Who has more “Rs&# to add to the list?

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

MAY 21, 2010

Navigation and your calls to action play a major role in how your visitors interact with your blog. an industrial and business-to-business (B2B) marketing communications company in Houston, Texas. Achinta offers his industrial clients marketing for engineers by an engineer. { He is the Founder & President of Tiecas, Inc. –

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

MAY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

DECEMBER 7, 2010

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. Ardath Albee, CEO of Marketing Interactions, Inc. Why is lead nurturing important?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

OCTOBER 23, 2012

At this time of the year, many industrial companies are getting ready for their annual budget planning meetings. If you are one of them, a redesign of your industrial website [.]. [[ This is a content summary only. Visit my website for full links, other content, and more! ]].

CMS Development 60

CMS Development Budget Programs Marketing Websites Content 60

Industrial Marketing Today

APRIL 11, 2011

Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. The reason is simple; specifying comes before buying in industrial purchases. In order for them to specify your industrial products with confidence, they need lots of product details.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

JULY 1, 2010

These findings were consistent across most B2B industries with complex, multi-touch buying processes. Have Digital Marketing and Social Media Killed the Industrial Sales Job? Tagged as: customer realtionship , Industrial & B2B Customer Relationship , Industrial Marketing , McKinsey & Co.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60