Industrial Marketing Today

JANUARY 25, 2012

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. Online product configurators.

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Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

MAY 7, 2012

In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose. Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process. See Content Marketing: Think Like a Publisher, Act Like an Investor ).

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Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

MAY 22, 2011

The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies. As an industrial marketer, how do you know if mobile marketing is right for you or not?

Mobile Marketing 60

Mobile Marketing Paid Search Agency Marketing Analytics Tools Planning 60

Industrial Marketing Today

NOVEMBER 10, 2011

Content marketing has become indispensable for addressing this changed buyer behavior. That does not mean that content marketing has reduced the role of industrial salespeople to mere order takers. See my earlier post, “Inbound Marketing Must Set the Table for Industrial Sales.”. Content marketing cannot do it all.

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Sales Qualified Leads Content Marketing Leads Lead 60

Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). However, your industrial marketing content must do a lot more than just SEO. That is the good news.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

AUGUST 26, 2011

Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. They know what they need and are looking at vendor sites for specific information.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

APRIL 26, 2010

Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. Wikipedia defines content marketing as “an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases.” Don’t sell.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. There are many advantages to this content marketing strategy. There is also a big hidden benefit of this content marketing strategy. Don’t reinvent the wheel.

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 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. I receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. Digital marketing trends in 2011.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

DECEMBER 1, 2011

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Myth: Content for digital marketing is the text on your Website or blog. Myth: We want our site visitors to call our sales team for more information.

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SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JANUARY 14, 2011

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 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. See chart ).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JULY 16, 2012

In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. According to them, that has always been a job done by sales and not marketing.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 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

JULY 25, 2011

I’m sure by now you’ve read or heard enough about how the lines are merging between Business-to-Business (B2B) and Business-to-Consumer (B2C) marketing. Some have even called B2B marketing obsolete in this day and age. What are your thoughts about using popular B2C tactics in manufacturing and industrial marketing?

Tactics 60

Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

AUGUST 20, 2010

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. Anything you can do to help them find the right information quicker will score big with engineers.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. Existing marketing collateral focuses primarily on the company and its products.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

APRIL 3, 2011

Relationship Marketing or Personalized Marketing as some marketers like to call it, recognizes the life-time value of a customer rather than focusing on quick sales transactions. That is its key differentiator from other forms of marketing that tend to focus more on advertising and promotional messages.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 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. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

JULY 7, 2011

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. or better known as just Grainger, is one industrial distributor that has embraced content marketing in a very big way. How are you using content in your industrial marketing to make it more effective?

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

JUNE 19, 2010

That is pretty much the mantra of B2B content marketing. Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers. And they use different sources to get their information.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. What I found was somewhat contrary to conventional content marketing practices. Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. And the numbers don’t lie.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

DECEMBER 12, 2010

Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). Quantitative lead definitions reduce the friction between sales and marketing. 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

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.

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Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

MARCH 1, 2011

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Salespeople mail out marketing brochures and product datasheets in an effort to maintain a relationship.

Lead Nurturing 60

Lead Nurturing Cold Calling Leads Lead 60

Industrial Marketing Today

FEBRUARY 20, 2018

This is only a content summary. . […] The post Why Industrial Content Must Be More Customer-Centric by Achinta Mitra appeared first on Industrial Marketing Today. Visit my website for more content on industrial marketing.]. This is only a content summary. Please click on the headline to read the full article.

Content 71

Content Course Design Marketing Websites 71

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? And digital marketing and social media are as disruptive as they come. They prefer to consume information at their convenience and in their preferred format.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JUNE 29, 2010

Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing (B2C). Branding is an expense item like the rest of marketing. He suggests that B2B marketers take a cue from their B2C counterparts when it comes to increasing brand awareness.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

APRIL 30, 2010

With a majority of marketing efforts going digital, that means even more content is needed. Not just any content, but ideas, information and expertise they find relevant and helpful for answering questions they have about problems they’re trying to solve. If the market has shifted and it’s no longer relevant.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

JULY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? I searched Wikipedia for information but couldn’t find an exact definition. So curated content is not something new. What is content curation?

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Curation RSS Web 2.0 Content Marketing 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. As clichéd as this may sound, it seems Engineers are from Mars, Marketers are from Venus. One of the reasons I am retained is to bridge this gap between marketing and engineering.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

FEBRUARY 7, 2011

I figured these companies would be great examples of marketing with content. What I found contradicts the rules of content marketing as practiced today. Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. And the numbers don’t lie.

Rules 60

Rules Paid Search Agency Companies Content Marketing 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

JULY 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? How can industrial and B2B marketers apply the same creative problem solving lessons in engaging with their prospects and customers? The four steps are: 1.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

NOVEMBER 2, 2015

Manufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. Visit my website for more content on industrial marketing.]. This is only a content summary. This is only a content summary. Please click on the headline to read the full article.

Marketing Websites 60

Marketing Websites Content Advertising Channels Research 60

Industrial Marketing Today

SEPTEMBER 13, 2010

The chart below shows the variety of content used at different stages of the industrial buy cycle (Source: Understanding the Industrial Buy Cycle: How to Align Your Marketing with Your Customers’ Buying Process from GlobalSpec). One can dedicate an entire site to SEO because it is such a wide and deep online marketing topic.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Industrial Marketing Today

JUNE 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60