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

FEBRUARY 12, 2012

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Still not convinced?

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

SEPTEMBER 26, 2011

Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. To me, those contacts are prospects and not leads.

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

OCTOBER 7, 2010

Lead scoring has become very important in today’s B2B marketing. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

JANUARY 30, 2011

Your landing page may be the culprit if your lead generation campaign is performing poorly. I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. Bad landing pages kill conversions. Think again.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

MARCH 1, 2011

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.

Lead Nurturing 60

Lead Nurturing Cold Calling Leads Lead 60

Industrial Marketing Today

SEPTEMBER 20, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Lead Generation Using a Business Blog by Achinta Mitra on September 20, 2010 in B2B Lead Generation , Industrial Marketing Blog In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

DECEMBER 12, 2010

A lead is a lead, right? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation. Defining qualified leads.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

APRIL 21, 2010

How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected revenue? Over the past six months, their website traffic is up 89%, their free download program is up over 200% and they’ve generated over 1,500 leads. All I can say is WOW!

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

MAY 11, 2010

A vast majority of the survey respondents reported that outbound tactics outperformed inbound initiatives for generating qualified leads. I am wondering if it is a result of the age-old disagreement between sales and marketing on the definition of a qualified lead. This one caught me by surprise.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. The qualified lead comes from being designed in. Relevant content will and/or is…. See below).

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

MAY 7, 2010

Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. However, the role of B2B marketers is changing and evolving more into revenue generation.

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

JULY 18, 2019

Conversations about inbound marketing for manufacturers invariably leads to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound marketing. I’ve published several articles on inbound and industrial content marketing in the past.

Inbound Marketing 89

Inbound Marketing Education Marketing Marketing Prospects 89

Industrial Marketing Today

JULY 9, 2010

Let’s get one thing straight from the get go, if you are in a declining market with low demand for your products and services, no amount of automation will help you generate new leads. I’ve seen too many marketers crash and burn because they believed that by “automating” all of their lead gen problems would be over.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

OCTOBER 25, 2011

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. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

MAY 26, 2010

Typically, that means understanding the prospect’s pain and then offering a solution for relief. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? This guide will walk you through each step involved in creating a roadmap for a successful business Website.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JANUARY 3, 2011

Are you leaving additional sales leads and revenues on the table? By not using every opportunity to generate high-quality leads, they may be leaving money on the table. A business blog will help you do all that but what about finding new leads and more sales opportunities? Happy New Year! The answer is a resounding yes.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

OCTOBER 21, 2010

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. How manufacturers are marketing today. It scored 8.6

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

OCTOBER 1, 2011

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. 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

AUGUST 11, 2011

Sending warmed up prospects to your telemarketing team to qualify before your sales team gets involved. Before you jump on the blogging bandwagon, carefully consider these caveats: A blog is not a quick-fix for lead generation. Don’t look at your blog to be the primary lead generator. Quality over quantity).

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

DECEMBER 22, 2010

Marketing automation is very effective in moving prospects through the middle of the marketing funnel until the handoff to sales and provides a good closed-loop system for lead recycling that would otherwise go to waste. However, you shouldn’t count on marketing automation to solve all your lead generation problems.

Top of Funnel 60

Top of Funnel B2B Thought Leadership Marketing Analytics Tools Curation 60

Industrial Marketing Today

JANUARY 26, 2010

Is it so outdated that you avoid sending prospects and customers to your site? It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics. Nothing will turn off your prospects more than outdated and stale content.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 20, 2010

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. Prospects will tune you out until that happens.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 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. In desperation, they start looking for a quick “Band-Aid” fix for their lead generation problems while spending as little as possible since budgets are tight or non-existent. Measure, refine and repeat.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

FEBRUARY 3, 2012

If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), You can talk value until you’re blue in the face but your customers and prospects will push back on price. Create a formal procedure for qualifying leads before handing off to sales for follow up action. It is too late by then.

Top of Funnel 60

Top of Funnel Process Marketing Websites Sales Qualified Leads 60

Industrial Marketing Today

AUGUST 27, 2012

For the sake of simplicity, I’ll refer to it as digital marketing in this post and state that content is what drives this engine for generating qualified leads and creating sales opportunities. Read my post, The Real Value of Content Marketing for Industrial Companies for a better understanding of the value of digital marketing.

RFP 60

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

Industrial Marketing Today

MAY 7, 2012

In my last post, I talked about using content to convert website traffic into leads and customers. However, creating content that will convert traffic into leads in one fell swoop is a challenge since industrial sales typically have long sales cycles and a multitude of stakeholders are involved in the purchase decision.

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JANUARY 25, 2012

They are very good for engaging with prospects and leads that are at the top and the middle of the sales funnel. 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.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

JULY 23, 2010

This will lead to your visitors bookmarking your site for future reference and becoming a valuable resource. Passive reading of your content will not move the prospect any closer to his/her decision to buy from you. So if you are still counting on your static, brochureware website to generate leads, you may be sorely disappointed.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 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. If done right, they can be very effective in content marketing for manufacturers and industrial companies.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

MARCH 29, 2011

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities. It is worthwhile pursuing these strategies to convert informational Websites into robust lead generators.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

MAY 14, 2010

How do you shift the focus from you or your company to your prospects and customers? Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Instead, weave a story around your marketing copy to make it more engaging for your site visitors and prospects.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

SEPTEMBER 13, 2010

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. Not every action needs to be scored.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. Instead of interrupting people with television ads, inbound marketers create videos that prospects want to see. The old ways of pushing out content is no longer effective.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

JUNE 12, 2010

In order to get on the buyer’s short list as early in the buy cycle as possible, your B2B website needs to provide relevant information that your prospects are looking for. We want the prospect to contact us for pricing information so we can engage with them further 3. This may include basic pricing information.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

OCTOBER 1, 2012

What I’ve outlined here is my process for developing a sound content marketing strategy for industrial clients who are new to using inbound content marketing for generating more high quality leads at a lower cost per lead. This will lead you to answering the most important question for your readers/ visitors, “What does it do for me?”.

Paid Search Agency 60

Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 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