It is very important to tie together marketing activities with a robust set of analytics to help you track every online interaction. When and where necessary, plug back data from offline interactions for a complete view of marketing’s contributions to industrial sales. The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. MORE >>

That’s because the way your industrial customers interact with you during their buying cycle has changed significantly over the past few years. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. am not so sure manufacturing companies are fully convinced that their website is a real sales tool. My doubts stem from some of the things that I hear in my regular conversations with these companies. We put up a website because all our competitors have one. MORE >>

To create a good content BOM, you or your site design company must have a clear understanding of the following: How engineers and industrial professionals think and want to interact with your site (Make their jobs easier). Content BOM is not a typo in my headline. Read on…. 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). Somehow, they assume the web designer will take care of content creation and the cost is included in their proposal for designing the site. What went wrong? MORE >>

Online interactive and real-time design tools. 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. Buyers can easily find information about your products and that of your competition from their online research. IMO, the key to content marketing success is relevance. Online product configurators. How to Order” part number builder. MORE >>

By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued. B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. MORE >>