Industrial Marketing Today

MARCH 1, 2011

Let’s switch gears for a moment and think of it from a sales point of view. What does lead nurturing do for sales? IMO, the two key contributions of lead nurturing to sales are: Realigns the timing of buyers and sellers. Your content has helped them make a more informed decision.

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Lead Nurturing Cold Calling Leads Lead 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. Pinto also wrote, “ If you have a good understanding of the marketing requirements, plus the follow-on manufacturing, quality, sales, and distribution needs, then you are a good engineer.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

MAY 5, 2010

That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle. Using content or Inbound Marketing , you are able to make that key connection with your prospects by delivering specific content needed in order to make an informed decision.

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Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. You’ve got a winner if your online content makes it easier for them to find relevant information with the least number of clicks.

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Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

NOVEMBER 19, 2018

Lisa Murton Beets (@LisaBeets), Research Director at CMI said, “The data suggest that manufacturers have a way to go with putting the audience’s informational needs before their own sales/promotional message. […] The post Unique Challenges of Manufacturing Content Marketing in 2019 by Achinta Mitra appeared first on Industrial Marketing Today.

Content Marketing 95

Content Marketing Content Advertising Benchmark Marketing 95

Industrial Marketing Today

JUNE 18, 2015

Buyers are looking for information online and interacting with sales people on […] The post Lead Generation for Industrial Companies is a Process not a Campaign by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Lead Generation 60

Lead Generation Process Campaigns Paid Search Agency 60

Industrial Marketing Today

SEPTEMBER 13, 2010

Those that drop off the list are often those who did not provide the right level of information to buyers or did not meet some other perceived or real need in the buyer. Some marketers argue that they’ve been overused to the point that people think of them as nothing more than a 45-minute long sales pitch.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 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 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. When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. It cannot be a cookie cutter template driven plan.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

JULY 16, 2012

These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

MARCH 8, 2011

It is heartening then to read about an industrial company’s success in building an engineering community, which in turn generates leads, produces sales and increases the company’s awareness among its target audience. Element14 is a global information portal specifically built for electronic design engineers. distribution arm.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2011

Developing an effective scoring system requires marketing to work closely with sales. A close alignment between sales and marketing is crucial to your success, and lead scoring is a step that brings the two together. See SAL is the Glue that Binds Sales and Marketing in Lead Generation ).

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

OCTOBER 9, 2012

Gated content or higher value content such as white papers are used for lead generation where the company provides a tangible benefit in exchange for the visitor’s contact information. These work best for middle of the sales funnel (MoFU). Case studies and testimonials for proof of performance.

Top of Funnel 60

Top of Funnel Differentiation 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. So there is no dearth of information about it.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

JUNE 12, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website? There is no secrecy.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JANUARY 25, 2012

Buyers can easily find information about your products and that of your competition from their online research. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

JANUARY 14, 2011

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. He/she is inundated with business plans, presentations and proposals but only a chosen few get called back for more in-depth information.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 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.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. Here’s a short but highly informative slide show that explains how to use content effectively as inbound marketing. Don’t sell. Don’t interrupt.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

AUGUST 20, 2010

Anything you can do to help them find the right information quicker will score big with engineers. If possible, add basic pricing information on your site to offer complete information without leaving your site. Having a search function on your website is no longer an option, it is a requirement.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

MAY 7, 2012

Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process. Your content must convince the reader of the value exchange before they’ll part with their contact information in exchange for your offer.

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

MAY 21, 2010

Capture visitor information – Implement a method to capture visitor information from your business blog. Install some kind of a sign-up form to capture basic contact information such as name, company name and email address. It has to be a value exchange for people to give up their contact information to you.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 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

JUNE 19, 2010

And they use different sources to get their information. Understanding and building accurate profiles of different personas requires a close alignment between sales and marketing. The sales team has a much better understanding of the needs of various stakeholders because of their customer-facing role.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

MAY 26, 2010

By the time buyers reach the Procurement stage, supplier Web sites and catalogs are the most important information sources. Those that drop off the list are often those who did not provide the right level of information to buyers or did not meet some other perceived or real need in the buyer. There are plenty of charts and graphs too.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

AUGUST 20, 2012

We don’t want to give away free information. We want site visitors to call our sales people who will explain everything. If you have such a person on your staff, value and appreciate their contributions to sales and hang on to him/her. We are afraid of giving away our trade secrets if we reveal too much in our online content.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

JANUARY 26, 2010

Provide this information in plain English with compelling reasons for people to do business with you. Provide multiple ways to access relevant information with minimal clicks. Follow these essential rules of a website redesign and you’ll truly create a powerful sales and marketing tool. Get Engineers Can Sell white paper now.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

MARCH 17, 2011

Here are some suggestions for repurposing existing content to make them reader-centric while driving lead gen and sales for your company: Drive traffic back to product pages on your site by turning Frequently Asked Questions (FAQs) into individual “how-to” blog posts. The key is to repurpose it to make it more relevant for your readers.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Here are the ones that I have discovered: Most manufacturers have been predominantly sales oriented in the past. The traditional mindset at many of these companies is that marketing’s primary role is sales support. Their call to action was asking site visitors to call the toll-free number in order to get the latest information.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

MAY 14, 2010

Once they find the correct part number, offer datasheets with performance characteristics, applications and tolerance information, include a way for the visitor to send a quick question to your engineering department and if applicable, add a “buy now” button to take advantage of online sales. Share your thoughts by leaving a comment.

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Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

SEPTEMBER 2, 2012

Usually I’m forced to bite my tongue since it is still early in the sales call. What kind of content will educate your customers and help them make an informed buying decision (Move away from price). How to grow your base of loyal customers (Sales support and referrals). What is a content BOM?

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

NOVEMBER 22, 2011

You will find lots of useful information on their site and if you like, you can join and get involved. During these holidays, I’d much rather talk about the good news instead of Wall Street’s roller coaster ride or the recent failure of the Super Committee. Click here to view the embedded video. Alfred J.

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Youtube Video Marketing Trends Advertising Channels 60

Industrial Marketing Today

SEPTEMBER 3, 2010

How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? and the author of eMarketing Strategies for the Complex Sale , calls this Contagious Content. According to Jeff Ogden, the Fearless Competitor , you are going to need two critical pieces of information to conduct a content audit.

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

FEBRUARY 7, 2011

Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. Here are four EPC companies that I looked at and their sales figures: Jacobs Engineering Group Inc. What I found contradicts the rules of content marketing as practiced today. And the numbers don’t lie.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

Yet, these EPC companies are extremely successful in how they are marketing themselves to generate sales and grow their revenues. Here are four EPC companies that I looked at and their sales figures: Jacobs Engineering Group Inc. What I found was somewhat contrary to conventional content marketing practices. And the numbers don’t lie.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

JULY 23, 2010

The more detailed and specific information you can provide with the least number of search queries or clicks, the better will be the user experience. The shelf life of your content is pretty short because new information is generated very quickly on the Internet. That’s good news but it also creates a credibility problem.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 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. Add value to them with every visit to your site and/or download and help them make a more informed decision. Help to frame the discussion in their minds.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60