Industrial Marketing Today

OCTOBER 9, 2012

A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. These work best for middle of the sales funnel (MoFU).

Top of Funnel 60

Top of Funnel Differentiation Lead Scoring Lead Ranking 60

Industrial Marketing Today

MARCH 16, 2012

Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them.

Lead Management 60

Lead Management Lead Ranking Lead Scoring Sales Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 17, 2012

For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec. To me, that is only the symptom that you are experiencing.

Cost 60

Cost Planning Marketing Budget Creation Marketing Budget 60

Industrial Marketing Today

AUGUST 1, 2012

Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. Encourage marketing and sales to work together as a team.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

JUNE 22, 2011

This is a critical step in making your lead generation and management an objective, quantitative process instead of a purely qualitative exercise. Developing an effective scoring system requires marketing to work closely with sales. 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 1, 2011

This is when I have to take a step back and start talking about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive. I know how strange that might sound, but for most companies, leads mean more work and very little to show for it.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

JANUARY 10, 2011

There must be a logical explanation for what seems to be a contradiction of everything I’ve read and have experienced in my 20+ years of working with manufacturing and industrial clients. That in my opinion is exactly how inbound content marketing is supposed to work for lead generation.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

APRIL 2, 2012

In the early stages of lead generation, you are primarily dealing with “suspects” – people who you have not yet qualified as prospects or leads. Viral content is extremely popular in consumer marketing and it can work just as well in industrial marketing with some tweaking.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

JUNE 15, 2010

In all three instances, we brought additional value to the table by working together with the client and their in-house resources instead of fighting it. I am referring to updating, maintaining and sometimes marketing their industrial websites. Is that a good thing? Get the free “Step-by-Step Guide to Website (re)Design” now.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

JANUARY 3, 2012

Put these higher value content behind simple sign-up forms for lead generation (Readers are more likely to part with their contact information if they find value in your blog posts). Also, works well for demonstrating equipment capabilities. That is exactly how inbound marketing with content is supposed to work!

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

SEPTEMBER 3, 2010

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.”

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

DECEMBER 7, 2011

In the current tough economy, cutting edge and innovative marketing is taking a back seat to proven strategies for lead generation. …fall back on tried-and-true marketing tactics that they have relied on for years. Those three marketing channels received the largest allocation of the budget.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

AUGUST 20, 2010

Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions. Here are my top five industrial marketing lessons: Lesson #1: Save them time Most engineers, especially design engineers are already overloaded with work.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JUNE 4, 2011

There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation and 3) Inbound marketing. In this post I’ll talk about how the three work together nicely in industrial and manufacturing marketing. In the past, I have written about the importance of lead nurturing for better conversion.

Inbound Marketing 60

Inbound Marketing Lead Generation Top of Funnel Lead Scoring 60

Industrial Marketing Today

MAY 26, 2011

In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. 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.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

OCTOBER 7, 2010

However, B2B marketers must work closely with sales in developing an effective scoring system, agree on a unified definition of SQLs, measure the right metrics, refine scoring parameters based on actual experience and harness the real power of marketing automation and sales force automation tools.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

OCTOBER 2, 2010

Are you interested in lead generation, lead nurturing and/or building authority and brand awareness? Case study #1: B2B lead generation through better segmenting and more focused email content Business challenge: FreightCenter wanted to change its customer mix of 70/30 (B2C/B2B) to a more B2B-centric mix.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

MAY 21, 2010

Stick to a posting schedule – Work out a posting schedule based on your workload and in-house resources. The color scheme, fonts, graphics and your tag line should all work together to separate you from your competition and be a true reflection of your business. Try to post new material at least twice a week and more often initially.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

APRIL 22, 2010

That business model works for a while but in the long-term, it fails badly. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

JULY 23, 2010

It takes extensive knowledge, expertise, experience and a lot of detailed work in order for your website to be ranked high for specific keywords and phrases in Google and other major search engines. Instead of thinking of Facebook, LinkedIn and Twitter as lead generators, use them to increase awareness and drive traffic to your website.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JUNE 8, 2010

If you feel stuck for ideas, you can type in the URL of your closest competitor’s website into the research tool, select website content and let Google do the work for you. My Take: This is the make or break step – “build it and they’ll come” doesn’t work anymore. What has worked for you?

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

SEPTEMBER 1, 2011

See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ). You send out a strong message to them that you understand their needs and leads to better engagement with a higher probability of conversion. Refer to my post, “ Boost Email Relevancy With Dynamic Content.”.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

JULY 6, 2010

According to Professor Marks, it is quite simple to use his Product Analysis Worksheet and this is how it works: There are four basic layers – features, advantages, motives and benefits. The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D.,

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 29, 2009

What’s working for you? Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0 So, I’m leaning more towards Seth’s point of view.

Social Networks 60

Social Networks Lead Scoring Lead Ranking Web 2.0 60

Industrial Marketing Today

JULY 14, 2010

BTW, this post is a working example of content curation. A lot of critics seem to think it’s the lazy way out – but good curation is hard work, and as Ann Handley says, sifting through the huge mountain of information to pick out the best stuff is really valuable to people. Where do you stand on this debate?

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MAY 31, 2010

It automatically optimizes your titles, generates META tags and avoids the typical duplicate content found on WordPress blogs. Out-of-the-box settings will work just fine for beginners and advanced users can fine-tune everything. Do you use other SEO techniques that have worked well for you?

Optimization 60

Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

NOVEMBER 16, 2009

Of course, you don’t have to copy word for word any of the examples from above, you are the only one who can decide which approach works best for your product, service or list. You’ll receive your first issue immediately even if it is 2:00AM on a weekend. Get the free “Step-by-Step Guide to Website (re)Design” now.

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

JUNE 3, 2010

It doesn’t matter whether you work for a corporate marketing department or the owner of a small business website. You spend countless hours, weeks and months working with the site designers developing site maps, wireframes and mock ups – but content? Is your website redesign project on hold waiting for marketing to deliver content?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JUNE 12, 2010

So the pricing page is working to some degree in eliminating prospects who decide strictly on price. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

APRIL 23, 2012

Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” It is not just about facts and figures, engineers want content marketing to talk about challenges and issues that they face in their work life on a daily basis.

Peer-to-peer 60

Peer-to-peer Work Management Content Marketing Marketing Management 60

Industrial Marketing Today

JANUARY 26, 2010

Consider hiring a coach or an SEO expert to work up a strategic plan that you can execute. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 20, 2010

Working in small teams, the fifth graders first engaged in what creativity theorist Donald Treffinger describes as fact-finding. Then, problem-finding — anticipating all potential pitfalls so their designs are more likely to work. Next, idea-finding: generate as many ideas as possible. How does sound travel through materials?

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

MAY 14, 2010

You can see a working example on my client, Schulte Building Systems’ site. Search This Site Browse Industrial Marketing Topics B2B E-Mail Marketing B2B Lead Generation B2B Marketing Collateral B2B Marketing Videos B2B Media Planning Content Marketing Industrial Marketing & Web 2.0 Try polls and surveys to gather data.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

MARCH 23, 2012

If you are not convinced, take a look at these two findings from two different research studies done by GlobalSpec: 48% of industrial professionals spend six or more hours per week on the Internet for work-related purposes and 28% say their time on the Web for work is more than nine hours a week.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

APRIL 3, 2011

Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

JUNE 22, 2012

But how a buyer got your name in the first place is through the work of earlier exposures to your online marketing presence.”. “Some marketers mistakenly think Google is all they need because a buyer might type their company name into the search box.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

AUGUST 27, 2012

This has worked great in the past but the Internet and digital marketing have changed how that process works today. One thing is certain; “business as usual” is not working in the industrial sector. Here are three quotes from well-known sources to validate my claim in case you have doubts about my statement.

RFP 60

RFP Peer-to-peer High Quality Lead Lead Scoring 60