Industrial Marketing Today

OCTOBER 9, 2012

Case studies and testimonials for proof of performance. 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. These work best for middle of the sales funnel (MoFU).

Top of Funnel 60

Top of Funnel Differentiation Lead Ranking Lead Scoring 60

Industrial Marketing Today

OCTOBER 20, 2011

This is because studies have shown that industrial professionals tend to be passive users of social media (they like to consume content but rarely comment or generate their own content). Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

JANUARY 25, 2012

Online interactive and real-time design tools. I am not minimizing the value of more conventional marketing content such as product data sheets, application notes, case studies, whitepapers and blog posts to name just a few. Online maintenance data management, tracking legacy installation and managing spare parts inventory.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

JUNE 29, 2010

According to a study done by Professor John A. One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

OCTOBER 25, 2011

Several studies have shown that these lead generation challenges hold true across the board in B2B marketing. 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.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

OCTOBER 2, 2010

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.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

DECEMBER 7, 2010

It is not just about posting a bunch of white papers, case studies, online demos and webinars on your website and hoping that someone will download and read. Ardath Albee, CEO of Marketing Interactions, Inc. Neither is it sending out a “one size fits all” drip email campaign to your entire database of contacts.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

MAY 26, 2011

Most manufacturing websites are packed with product data sheets and catalogs, a few case studies, some application notes, may be a technical article or two and not much else. 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.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

MARCH 23, 2012

That’s because the way your industrial customers interact with you during their buying cycle has changed significantly over the past few years. They are online doing a significant amount of their initial purchase-related research long before they will contact or engage with your sales team.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 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. These relationships are built over time and require a more personal face-to-face interaction. Engineers usually refer to a list of approved vendors when they need to source industrial products.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

OCTOBER 21, 2010

Ardath Albee, CEO of Marketing Interactions , wrote a very interesting post about the unified definition of a high quality lead. Lead nurturing of a vast majority (up to 70% according to some studies) of site visitors and prospects who are not “sales ready” right now.

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

JULY 23, 2010

Build a library of various content assets such as published articles, white papers, online demos, webinars, videos, technical specifications, datasheets, case studies and customer testimonials. 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

SEPTEMBER 3, 2010

Content marketing does not mean churning out white papers, case studies, articles, blog posts, podcasts and webinars for the sake of putting out content. Ardath Albee of Marketing Interactions, Inc. How can you use marketing content to generate a decent volume of sales-ready leads at a low(er) cost? What is effective content marketing?

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. Provide him/her with case studies and client testimonials to lower their risks and fears of selecting you. 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.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 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. If you are still not sure about the benefits of using a business blog, head over to HubSpot and read these articles: 6 Reasons Every Small Business Should Be Blogging… Are You Missing the Boat?

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

MAY 14, 2010

What do you do when the bulk of your marketing content, with the exception of case studies is product focused? Online color selector – build an interactive tool for your website for visitors to mix and match different colors and components in real-time.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

APRIL 11, 2011

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. Create short videos of how your product is used in various industrial applications.

Content 60

Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

MAY 11, 2011

Highlighting completed projects and a few case studies seem to be the norm. Update old articles with more recent case studies that use concepts from those technical articles. Add video and audio to PowerPoint slides and create a more interactive content for the web. There is very little to differentiate one from another.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

JULY 1, 2010

That was the key finding of a research study done by McKinsey & Co. The table below shows results from the study that shows what sales reps do wrong to turn off B2B customers. Glad to hear that “sales experience&# was validated/reinforced in another study.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60