Industrial Marketing Today

Trending Sources

Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

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. I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation.

Is Your Industrial Content Marketing Reaching a Dead End?

Industrial Marketing Today

In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion. Decision makers in these companies want to jump on the content marketing bandwagon but they really don’t have a strategic plan of action and/or a clear idea of how it will drive sales and generate revenues. Now What?” ).

Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

Blog posts to highlight knowledge of the subject matter(s), create thought leadership and provide direct interaction between readers and in-house experts such as engineers. A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise above the noise when there is so much parity in Value Propositions?

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

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.

Evangelizing a Content Marketing Program

actually choose to read, watch, and interact with is. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

Human intervention and interactions are the oils that grease the wheels of B2B lead generation. A lead is a lead, right? 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). No, I am not splitting hairs nor am I indulging in semantics. Defining qualified leads. Oh, what a waste!

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

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. I 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.

Why a Content BOM is Crucial to a Successful Industrial Web Design

Industrial Marketing Today

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…. 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). 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?

What You Should Know Before Developing Industrial Blog Sites

Industrial Marketing Today

Industrial Blogs Industrial Websites Website Design & Development Blog Sites Content Management System (CMS) industrial ecommerce interactive design tools parametric search applicationsAt 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! ]].

Sites 37

Do You Believe in Industrial Websites?

Industrial Marketing Today

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. I 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.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Add video and audio to PowerPoint slides and create a more interactive content for the web. Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. By default, many engineering services companies resort to bragging about themselves on their Websites. There is very little to differentiate one from another.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

You’ve Got Traffic. Now What?

Industrial Marketing Today

Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. 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. Congratulations! Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers. See my post, “Do You Believe in Industrial Websites?” ). The reality is that the vast majority of site visitors will do nothing and leave. Really?

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

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. Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower the cost per lead at the same time.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days. What about good ol’ community forums? Community forums have been around a lot longer than the newer social media channels. See chart).

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D., What I do want to talk about here is the how and not the why of you should translate your features into tangible benefits if you want your marketing content to engage with prospects and convert them into customers. They want a quarter-inch hole.&# of Tiecas, Inc.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

The codes link to Web pages or blog posts where concerned citizens can read details about the proposed project, traffic control issues, planned street and sidewalk improvements, interactive 3D renditions of the project once completed and even post their concerns and complaints. Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

These relationships are built over time and require a more personal face-to-face interaction. 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. I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing.

Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

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. Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”. Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch gears for a moment and think of it from a sales point of view.

Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

Measuring post-click interactions are important to gathering lead generation intelligence, improving conversion rates and gaining a deeper understanding of Web site interactions. E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. This was one of the findings in a recent study published by GlobalSpec.

Mail 25

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Online color selector – build an interactive tool for your website for visitors to mix and match different colors and components in real-time. It is heartening to see that content is at the center of most discussions about the state of B2B marketing today. What do you do when the bulk of your marketing content, with the exception of case studies is product focused? Thanks for sharing!

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions, Inc. Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. Of the remaining 21%, 70% are discarded by sales as not being qualified. What is lead nurturing?

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). It will give you the opportunity to interact with them at a more personal level than just passive reading of a white paper on their part. Add them to your monthly eNewsletter list and continue to monitor their interactions and adjust their scores accordingly. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new subscribers as leads. Timeframe.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

Marketing can assign scores to incoming leads based on demographics and site interactions. 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. They agree it helps them get found in search engines early and often, drives hordes of traffic to their site and fills the top of their funnel with qualified leads at a lower cost per lead. Bruce A.

How Manufacturers can Resurrect Product Content from the Dead Zone

Industrial Marketing Today

Convert static “How to Order” to an interactive configurator: It is standard practice to add a “How to Order” schematic on the back of product data sheets. In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. These B2B marketers seem to have a bottomless well of content to tap into. 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. In other words, their content is very product-centric. How about you?

Details Matter in Creating Content for Engineers

Industrial Marketing Today

Create an online product configurator that engineers can interact with in real-time to aid in rapid prototyping using different design parameters. Use online interactive product demos to demonstrate complex functionalities. Are you paying too much attention to content marketing strategies and not enough to the details? Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details. It is easy to justify leaving the details to others. The reason is simple; specifying comes before buying in industrial purchases.

Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

You can refine your segmentation by demographics, website interactions, product lines, purchase history and length of time on the list to mention just a few ways to slice and dice your list for better relevance. I see too many marketers in the industrial sector that still use a “batch-and-blast” e-mail marketing strategy. 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. mail List Hygiene. Check any rented list against your house list.

Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Marketing is able to provide this lead insight to sales by tracking visitor interactions and by monitoring the kinds of content they read and/or download. It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. Content marketing has become indispensable for addressing this changed buyer behavior. Content marketing cannot do it all.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. BTW, I found out about the study from a discussion posted on a LinkedIn group called Automation & Control Engineering. Yup, social media does work in the industrial sector, sometimes. This study has eliminated that problem by comparing the values over a four year period. Digital marketing trends in 2011.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

According to a recent study done by the CMO Council and Accenture Interactive , marketing and IT executives do not get along either and don’t believe they are highly effective partners. Here are some telling statistics from the study: Most marketers surveyed believed IT should first focus on linking marketing, sales and channel groups, and deploying marketing platforms, whereas IT professionals were more likely to focus on automating customer interactions, and using social media for online listening. The disconnect is strong and distinct. Click here to view the embedded video.

CMO 13

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Ardath Albee of Marketing Interactions, Inc. 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.”

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions , wrote a very interesting post about the unified definition of a high quality lead. Tracking behavior and site interactions leads to serving up relevant content that engages visitors at each stage of the buying cycle. If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. Let’s take a closer look at both.

Using E-mail Marketing for Lead Generation

Industrial Marketing Today

You need an easy way to monitor site interactions after you send out an email. Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. Here I am not referring to new subscribers to newsletters and free content. To me, those contacts are prospects and not leads. There is a difference. How about free?

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions, Inc. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. 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. white paper would fit the bill nicely here. Resources

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006.

B2B 5

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

According to them , “customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time.&# In essence, to measure customer engagement accurately, we need to track four components — involvement, interaction, intimacy and influence. These metrics are all linked to 10 stages in Sopheon’s sales process.

Dawning of the Age of Content Marketing in the Industrial Sector

Industrial Marketing Today

Online forums foster direct interactions between in-house experts and customers, customer-to-customer and builds deeper realtionships. Manufacturers and industrial companies have a reputation of being slow to adopt new marketing strategies and techniques. If you are a B2B marketer who deals with engineering companies, you know how difficult it is to explain the true value of content marketing to upper management and the C-suite. As a result, many industrial companies remain in the dark about the power of content for inbound marketing. At least I couldn’t find any.

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts. Measuring click-through rate is more accurate but still limited as it only tracks a specific URL and doesn’t show how the visitor interacted with your site after arriving at your landing page. I did some online research to find a solution that wouldn’t require my client to spend a lot of money on additional tracking software and/or training his internal sales and marketing team.

CTR 3

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

They are time-challenged and want to interact with salespeople based only on their needs and schedules. The first type uses a self-serve model and is typically completed in the very first sales interaction, be it in person or online. Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job?

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Rule #3: Create interaction and shareability Nothing happens until your site visitor takes some sort of action. To improve engagement, build interaction into your site. See rule #4 for other ideas on creating interaction. Engineers and technical professionals also showed a preference for interacting with peers and end-users by using community boards and engineering forums.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

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. Create an expertise blog to showcase your internal subject matter experts and allow your prospects and site visitors to interact with them directly. Branding is an expense item like the rest of marketing. Definitely not.”