Industrial Marketing Today

APRIL 2, 2012

Even though suspects may not fit your ideal customer profile, they may be people who will share your content if they find it worthwhile and interesting. Filling the top of the funnel with interested readers is one of the key objectives of content marketing. Infographics fit the bill the perfectly for this purpose.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

AUGUST 11, 2011

That’s where a blog can be a big help by: Building awareness and interest about your company’s offerings. Driving interested visitors to your corporate Website, product and landing pages by weaving in links within your blog posts. Positioning you as a thought leader in an industry where you have very little recognition.

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2011

IMO, these people have merely raised their hands to indicate some interest in your company, content and the free offer. They found your content interesting and valuable but are not likely to become customers ever. However, I do have a problem with classifying these new subscribers as leads. They are prospects by my definition.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2009

However, to be successful in your online marketing, you must come up with fresh and interesting content regularly. Otherwise, your traffic will dry up and the hard-earned readership will lose interest. I start with something related to a subject that I’m interested in writing about and get ideas from there.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 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. Referrals: Inbound marketing drives interested leads to your site just like a word-of-mouth referral. The theory is they are already interested and less resistant to what you have to say.

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

JANUARY 3, 2011

This will help in starting a two-way communication between your company and your readers leading to a community of interested prospects and loyal customers. Showcasing in-house subject matter experts with blog posts written by your engineers, product designers and customer support people.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

JANUARY 3, 2020

I recently had a very interesting conversation with Pete Hoelscher, the Acting CEO of IEEE GlobalSpec. The original post %Industrial Marketing in 2020 and Beyond% by %Achinta Mitra% appeared first on %Industrial Marketing Today%. Happy New Year!

Act-On 18

Act-On Marketing Marketing Websites Conversion 18

Industrial Marketing Today

MAY 26, 2011

Weave a human-interest story around the application and distribute the release widely. Qualified visitors will be more receptive to downloading your product-centric content because you’ve piqued their interests with your story. Write a news release about the application of one of your industrial products or product lines.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

SEPTEMBER 20, 2010

People in sales are not very interested in spending time nurturing suspects and prospects, that’s marketing’s job. First focus on driving a critical mass of interested traffic by making sure prospects can find your business blog. They want better qualified and sales-ready leads. And the tug-of-war between sales and marketing continues.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

JANUARY 30, 2011

Traffic and clicks are people who’ve only raised their hands to indicate they are interested. raises some interesting questions about the quality of data collected from landing pages and gated vs. ungated content (see my earlier post, If You Want Better Leads, Set Your Content Free ).

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

AUGUST 26, 2011

After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle. I am interested in hearing your views. I agree that there is a lot of truth to all those findings.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

MAY 11, 2010

Lead generation and lead nurturing have been put on the backburner and clients are interested only in finding leads that are ready to buy now (see my previous post, “The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation.” ). An article I read on Eloqua’s blog “It’s All About Revenue,” shed some light on this.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

FEBRUARY 25, 2011

I figured this would be an interesting sector to checkout since consulting engineers come from a variety of engineering fields including civil, electrical, structural, mechanical, chemical, metallurgical, geotechnical and highway engineering. That is slightly higher usage than other B2B marketers in general (41%).

Consulting 60

Consulting Video Marketing Youtube Communities 60

Industrial Marketing Today

DECEMBER 7, 2011

I read an interesting article about regional manufacturing shows that bring together engineers and buyers from OEMs and regional sources for design, prototypes, forming, fabricating, machining, finishing, assembly and electronic manufacturing services all under one roof.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

AUGUST 17, 2010

Since each has their own questions, concerns and interests, one needs to develop content around those specific issues. When developing content, it’s important to build customer personas, and create individual content paths for each of them.

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

MAY 21, 2010

Keep your focus squarely on finding topics that are of interest to your target audience and developing content. On the other hand, you are not likely to develop a following if all you write about are topics that are of little interest to your audience. After all, blog content is what will influence people to take a desired action.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

DECEMBER 1, 2011

Myth: Our customers are only interested in product specs and datasheets. Site visitors will quickly scan through your content to determine relevance and if they should spend their time reading more. That’s why headlines, subheads and bullets play such an important role in online content.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JUNE 29, 2010

Instead, think like a publisher, who wants to keep their readers (in this case, prospects) engaged on a regular basis with content that’s tailored to their needs and interests.” Too often, marketers create new educational content based on internal triggers, such as a new product launch or the adoption of a new marketing strategy.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 3, 2010

To add a new twist to a thorny problem, I read a very interesting quote from Avinash Kaushik, the man who literally wrote the book on Web Analytics 2.0 , he said, “Engagement is not a metric, it’s an excuse.”

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 29, 2010

Also see a very interesting post from Junta42, “Engage and Inspire Employees First, Customers Second.” ) Because of the longer cycles and the complexities of B2B and industrial sales, marketers find it very difficult to associate leads to specific marketing content. How about you, do you see the disconnect?

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 60

Industrial Marketing Today

FEBRUARY 21, 2011

Are you using content in other interesting ways to convert your site visitors into qualified leads? The examples I’ve cited here show that relevant content doesn’t always have to be in the form of white papers, webinars or downloadable guides in order to engage with industrial prospects and convert them into loyal customers.

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

MAY 3, 2010

Post often: If you want to build a loyal following for your business blog, you need to post often to keep your content fresh.Your readers will visit your blog frequently and bookmark it only if they can count on you for their regular fix of topics that interest them. Do you have a blog for your business?

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

APRIL 30, 2010

Re-route - Find new and interesting ways to use and distribute your content. The theme is probably still appropriate, but consider how you might also use it in different ways. For example, if you have 3 or 4 articles on a related topic, can you now combine them into an eBook with a fresh take?

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

OCTOBER 2, 2010

Are you interested in lead generation, lead nurturing and/or building authority and brand awareness? Please share with your friends and followers: Related posts that may interest you: 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers Are You Creating Irresistible Offers with Your Email Marketing?

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

MAY 6, 2011

There were some surprising and interesting twists to all the data as some of them are broken down by age groups. For example, 33% was the aggregate number for people who used supplier Website as their primary product research tool.

Design 60

Design Work Management Marketing Management Paid Search Agency 60

Industrial Marketing Today

AUGUST 20, 2010

To protect your interests, put them in a secured area that requires username and password to log in and access the drawings. Design wins lead to production volume orders. For other engineering disciplines and architects, you can create an online library of detailed CAD drawings. You can also upload CAD files that are non-editable.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 6, 2010

If I fail in doing this, I risk losing trust, interest and, worse yet, any future business.” How are you translating your product features into customer benefits? Share your thoughts by leaving a comment.

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 14, 2010

Please share with your friends and followers: Related posts that may interest you: Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? in Museum Studies, but the idea of acting as a curator of information to post on our website for the benefit of our clients and customers is extremely interesting.

Curation 60

Curation RSS Content Marketing Web 2.0 60

Industrial Marketing Today

SEPTEMBER 29, 2009

This article has actionable tips and advice from people like Seth Godin, Mark Cuban and Michael McLaughlin just to name a few. Click here to read 101 Tips from 50 Small Business Bloggers.

Small Business Marketing 60

Small Business Marketing Blogger Web 2.0 Tips 60

Industrial Marketing Today

JUNE 3, 2010

You may also be interested in downloading our FREE Step-by-Step Guide to Website (re)Design. Try some of these tactics and you’ll soon realize that content creation doesn’t have to be the big roadblock that stops your website design project dead in its tracks. How do you overcome content development challenges?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

MAY 14, 2010

I read a very interesting post by Ardath Albee where she has taken Lou Hoffman’s seven story elements and applied them to the traditional 5W’s (Who, what, when, where and why) of copywriting. This kind of sales oriented marketing content is no longer effective. I encourage you to add your own ideas to my list of seven.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

APRIL 22, 2010

“The Distribution Trap” Interview with STIHL – Part 1 “The Distribution Trap” Interview with STIHL – Part 2 “The Distribution Trap” Interview with STIHL – Part 3 “The Distribution Trap” Interview with STIHL – Part 4 Please share with your friends and followers: Related posts that may interest you: Translate Features into Benefits (..)

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

APRIL 20, 2010

NOTE: Requires registration to download) Please share with your friends and followers: Related posts that may interest you: Social Media Marketing: Time Trap or Opportunity Magnet? Social Media with Email Marketing – is it the Super Combo? Have Digital Marketing and Social Media Killed the Industrial Sales Job?

Social Media 60

Social Media Social Marketing B2B Marketing Web 2.0 60

Industrial Marketing Today

APRIL 21, 2010

In the video below, Holly explains their process. Listen to her carefully; there are some awesome sound bites and plenty of key takeaways in it.

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Please share with your friends and followers: Related posts that may interest you: Social Media and B2B Marketing Do Pair Well Social Media Marketing: Time Trap or Opportunity Magnet? How has the role of the inside and outside sales team changed within your organization? Leave your comments below. Bernard Martin´s last blog.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

MAY 18, 2010

The campaign against B2B marketing clichés Please share with your friends and followers: Related posts that may interest you: Creating Relevant B2B Marketing Content: Walk the Talk Focus on Content in B2B Marketing Is Content Curation an Easy Way for Content Marketers to Do More With Less?

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

JUNE 24, 2010

Please share with your friends and followers: Related posts that may interest you: Add Social Media to E-Newsletters Social Media and B2B Marketing Do Pair Well Social Media Marketing: Time Trap or Opportunity Magnet? Do you have any good examples of social media used in email marketing?

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60