Industrial Marketing Today

APRIL 15, 2011

For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. I was impressed by the phenomenal results (leads and sales) reported by some of the manufactures using PARTsolutions’ application. Now that’s truly relevant and engaging content.

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Lead Ranking Work Management Lead Scoring Marketing Management 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).

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Relevance Sales Qualified Leads Sales Leads Leads 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.

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

OCTOBER 17, 2010

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. However, my client wasn’t inclined to do all that extra manual work.

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Marketing Analytics Tools Lead Generation Analytics Google 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.

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Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

SEPTEMBER 24, 2012

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. However, a qualified lead means different things to different people and it is rare for me to find too many of these companies to have a clear definition of what a lead means to them.

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Lead Ranking Marketing Qualified Leads Paid Search Agency 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. This has worked great in the past but the Internet and digital marketing have changed how that process works today.

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

Industrial Marketing Today

JUNE 22, 2012

See Manufacturers Need Lead Management to Close the RFQ Gap ). I understand that it is not always easy to recognize exactly which marketing strategy generated an actual sales lead, especially in a long sales cycle involving many decision makers as is typical in industrial sales. Marketing keeps you in sales.”

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Industrial Marketing Today

OCTOBER 9, 2012

A Value Proposition plays an important role in differentiation, which in turn affects lead generation. However, my clients look to me for answers for overcoming their lead generation challenges using my knowledge and experience in industrial marketing. These work best for middle of the sales funnel (MoFU).

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Top of Funnel Differentiation Lead Scoring Lead Ranking 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.

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Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 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.

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Cost Planning Marketing Budget Creation Marketing Budget 60

Industrial Marketing Today

MAY 1, 2012

You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. The other half is all about converting that traffic into leads and customers. What they have is a website that is leaking potential leads like a sieve. Congratulations!

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Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

JANUARY 10, 2011

This increased focus on brand awareness is a surprising shift from the traditional industrial marketing goal of generating more high-quality sales leads. 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.

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Video Marketing Content Marketing Co-Registration High Quality Lead 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.

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CMS Development Marketing Websites Work Management Web 2.0 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?”.

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Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 60

Industrial Marketing Today

MARCH 8, 2011

Building a thriving online community around your social media strategy takes a lot of hard work. It is heartening then to read about an industrial company’s success in building an engineering community, which in turn generates leads, produces sales and increases the company’s awareness among its target audience.

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Communities Peer-to-peer BtoB Sales Qualified Leads 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

DECEMBER 7, 2011

In the current tough economy, cutting edge and innovative marketing is taking a back seat to proven strategies for lead generation. What has been your experience with them in terms of finding qualified leads and building strong relationships? …fall back on tried-and-true marketing tactics that they have relied on for years.

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B2B Marketing Trade Show Allocation B2B 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.”

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Industrial Marketing Today

MARCH 23, 2012

We spent a lot of money on SEO and PPC programs but our site hasn’t generated good quality leads. Designing an industrial Website for optimal B2B lead generation doesn’t happen by accident. I suggest that you take the following steps to ensure that your redesigned industrial website produces leads and drives sales.

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Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

SEPTEMBER 1, 2011

There are significant hidden costs associated with irrelevant emails, including: High number of opt-outs leading to significant churn in your list. Better list segmentation leads to a deeper understanding of your subscribers. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ).

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Relevance List Brokers Opt-out Marketing Analytics Tools 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. Post them to your branded YouTube channel.

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Product B2B Thought Leadership Cross-Selling Thought Leadership 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!

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Long Tail Marketing Thought Leadership Content Marketing & Strategy 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.

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Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

MARCH 12, 2012

on a scale of 1 to 7 for “Value” as a resource for researching work-related purchases. However, after the initial phase, you have to focus on providing meaningful content if you want to convert your success in phase 1 into qualified leads and sales. A blog post is much better suited to educate, engage and convert readers into leads.

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Social Media Tactics ROI Paid Search Agency 60

Industrial Marketing Today

NOVEMBER 16, 2009

by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales? 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.

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Email Marketing Web 2.0 Planning Opt-in 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.

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Web 2.0 Buying Cycle B2B Blogger 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.

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Planning Work Management Marketing Automation Services Marketing Management 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?

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Buying Cycle Buy Work Management Marketing Management 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

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Distribution Web 2.0 Lead Ranking Privacy Policies 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?

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Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

APRIL 14, 2012

I learned my business in the early years by doing production work for other ad agencies and printers around town. By the grace of God, things have worked out very well for us and we have successfully weathered the ups and downs of running a marketing company and the vagaries of the economy. Wow, we have all come a long way since then!

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Paid Search Agency Work Management Marketing Management Companies 60

Industrial Marketing Today

FEBRUARY 7, 2011

As part of a new Web design project that I’m working on for an engineering company, I’ve spent quite a bit of time in the past two weeks reviewing Websites of well-known engineering, procurement and construction (EPC) companies. Obviously, whatever they are doing is working to post those kinds of numbers despite the recession.

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Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

As part of a new Web design project that I’m working on for an engineering company, I’ve spent quite a bit of time in the past two weeks reviewing Websites of well-known engineering, procurement and construction (EPC) companies. Obviously, whatever they are doing is working to generate those kinds of numbers despite the recession.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 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

AUGUST 16, 2011

Many engineers, specifiers, users and buyers of industrial products regularly use social media in their personal lives but work-related usage is limited among this audience. Building end-to-end relationships leads to a more predictable stream of repeat business. I first read about this company in a blog post from Kinaxis.

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Social Media Effectiveness Media Work Management 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.

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