Industrial Marketing Today

FEBRUARY 3, 2012

Plan lead nurturing content that your website can provide to move leads from the top to the middle of the sales funnel (See my post Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity ). Create a formal procedure for qualifying leads before handing off to sales for follow up action.

Top of Funnel 60

Top of Funnel Process Marketing Websites Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2011

Sales and marketing must agree on a numerical score that a prospect must reach in order for him/her to be ranked as a Sales Qualified Lead (SQL) before being handed off to sales for follow up action for conversion. Subscribers that score below the SQL threshold need to be put on a lead nurturing track.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

MARCH 29, 2011

Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator. At least have a mechanism in place to weed out unqualified prospects and move qualified ones into some kind of a lead nurturing program.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

FEBRUARY 17, 2011

Lead nurturing for better lead generation. Content includes: Understanding the industrial buy cycle. What inbound marketing with content will do for you. Web design for attracting more engineers and industrial professionals. How to feed your sales funnel with a business blog. Integrating social media into industrial marketing.

Paid Search Agency 60

Paid Search Agency Top of Funnel Companies Buying Cycle 60

Industrial Marketing Today

DECEMBER 22, 2011

B2B Lead Generation without Lead Nurturing is Doomed to Fail. And now for the drum roll please…. Innovative Uses of QR Codes by the AEC Industry. Thought Leadership: Marketing Engineering Services with Technical Articles. Deconstructing the Four Stages of the Industrial Buy Cycle.

Marketing Analytics Tools 60

Marketing Analytics Tools B2B Thought Leadership Buying Cycle Thought Leadership 60

Industrial Marketing Today

NOVEMBER 9, 2010

From Marketo : Lead Scoring Success Kit. Lead Scoring Cheat Sheet. Best Practices in Lead Scoring. Using Lead Nurturing and Scoring to Deliver More and Higher-Quality Leads. (on B2B Marketing Blog > Lead Scoring. From LeadLife : Forget the ABC’s of Lead Scoring. on demand webinar).

Lead Scoring 60

Lead Scoring Lead Ranking Resources Marketing Automation Services 60

Industrial Marketing Today

OCTOBER 9, 2012

Webinars for middle to late stage lead nurturing content. Application notes and articles for more in-depth technical content (See my post, Thought Leadership: Marketing Engineering Services with Technical Articles ). Videos that tell a complete story about the company and short ones that show services and equipment capabilities.

Top of Funnel 60

Top of Funnel Differentiation Lead Scoring Lead Ranking 60

Industrial Marketing Today

MAY 15, 2012

It would be impossible to do lead nurturing or inbound marketing without email marketing and using social media alone. The answer is YES according to the research report, “Trends in Industrial Marketing 2011: How Manufacturers are Marketing Today” published by GlobalSpec.

Social Media 60

Social Media Paid Search Agency Email Marketing Social Marketing 60

Industrial Marketing Today

OCTOBER 21, 2010

Sales cycles are longer in a down economy: Marketing automation supports drip marketing campaigns for lead nurturing to maintain top of mind awareness over a longer sales process. 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

OCTOBER 26, 2010

Accountability and ROI – inbound marketing coupled with lead nurturing and scoring from marketing automation , optimizes the funnel for marketing to demonstrate contribution to revenues and prove ROI. I have written several posts about some of the inbound marketing tactics mentioned in the chart.

Marketing Budget Creation 60

Marketing Budget Creation Marketing Budget Inbound Marketing Tactics 60

Industrial Marketing Today

JULY 12, 2011

He sent it to me as helpful content as part of his lead nurturing program. Footnote: I first learned about Seth’s post from an email that I received from Kevin Goldstein, Sr. Account Manager at Pardot. Thanks Kevin!

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

AUGUST 1, 2012

Nurture qualified leads that are not ready to buy now with effective content marketing. If you don’t, they will buy from your competition when they are ready (See my earlier post, B2B Lead Generation without Lead Nurturing is Doomed to Fail ). Measure, refine and repeat.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

OCTOBER 7, 2010

Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. In developing a lead scoring system, marketing has to make certain assumptions to classify prospects as hot or not. This has resulted in fewer direct interactions with sales reps from vendors.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

JULY 16, 2012

Another effective content marketing tactic is using Engineering and Evaluation Kits for lead nurturing. I have provided one way of doing this in my post, “How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers.” Your customer is an OEM/Fabricator.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

OCTOBER 1, 2011

The two need to work together in setting up rules for lead scoring that closely match reality and more importantly, refine them over time with constant feedback to create a closed-loop system. See SAL is the Glue that Binds Sales and Marketing in Lead Generation ).

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

FEBRUARY 7, 2011

White papers and other lead nurturing content are rare finds on these sites (exception being Fluor, they have done a great job on their case studies). Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

White papers and other lead nurturing content are rare finds on these sites (exception being Fluor, they have done a great job on their case studies). Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

DECEMBER 12, 2010

And a bulk of the leads generated will fall through the cracks. See my earlier post, B2B Lead Generation without Lead Nurturing is Doomed to Fail ). Sales and marketing will continue to bicker without this agreement. Oh, what a waste!

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

MAY 7, 2010

One would think lead nurturing would be very important if marketing is to be held more responsible for revenues but that was not the case, it was seen as the least important role by 14 percent of the respondents ?

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 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.” ).

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

OCTOBER 2, 2010

Are you interested in lead generation, lead nurturing and/or building authority and brand awareness? While it is good to have multiple links in your email, don’t confuse your target audience by making multiple offers in the same email. WHY : Why are you sending out this email campaign?

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JULY 9, 2010

Please share with your friends and followers: Related posts that may interest you: Automating Lead Generation and Management 7 Key Components of a Successful Lead Generation System The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead Generation B2B Lead Generation (..)

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

JUNE 4, 2011

When industrial marketers have a singular focus on lead generation, there is a tendency to neglect lead nurturing. A vast majority of those prospects will require continued attention or lead nurturing before they are ready to be handed off to sales. Marketing does not end with filling the top of the funnel.

Inbound Marketing 60

Inbound Marketing Lead Generation Top of Funnel Lead Scoring 60

Industrial Marketing Today

FEBRUARY 25, 2013

No matter the size of the company or the industry they are in, my conversations always boil down to them wanting more leads from their industrial marketing. Yet I see [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Paid Search Agency 60

Industrial Marketing Today

FEBRUARY 4, 2013

White papers are used most frequently for lead generation and nurturing in industrial marketing. Many of these white papers are very technical and require engineers and other domain experts to [.]. This is only a content summary. Please click on the headline to read the full article.

Paper 60

Paper Domain Lead Generation Generation 60

Industrial Marketing Today

JUNE 17, 2011

Show them how, with their help (lead scoring, qualifying, feedback), you can refine the process and deliver higher quality leads that improve their closing rate. Prove to them that lead nurturing with relevant content will help in building stronger long-term relationships and not push salespeople to the very end of the conversation.

Paid Search Agency 60

Paid Search Agency Content Marketing Companies Marketing Budget 60