Industrial Marketing Today

MAY 26, 2010

Here are some stats, results and recommendations that I found very useful: In the Needs Awareness and Research stages, buyers use a broad array of sources, including social media, Webinars, e-newsletters, search engines and [vertical search engines like] GlobalSpec.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JUNE 29, 2010

In the Needs Awareness and Research stages (the first two stages of the industrial buying cycle ), buyers use a broad array of sources, including social media, webinars, e-newsletters, Google, Bing, Yahoo and vertical search engines like thomasnet.com and globalsepc.com.

Relevance 60

Relevance B2B Marketing Web 2.0 Branding 60

Industrial Marketing Today

APRIL 30, 2010

Re-purpose - The same content can be modified for use with different personas and verticals to increase relevance and personalization rather than relying on general, one-size-fits-all content to meet the needs of a variety of audiences. Refresh - Content gets stale over time.

Planning 60

Planning B2B Marketing Emarketing B2B 60

Industrial Marketing Today

AUGUST 20, 2010

Engineers are accustomed to this approach from their frequent use of industry vertical search engines like ThomasNet and GlobalSpec. Make sure your primary navigation and site pages conform to a familiar user interface. For example, segment your products and services by application and/or industry.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 23, 2010

Your site visitors are typically coming from general search engines and/or industry verticals like GlobalSpec or ThomasNet. Instead of thinking of Facebook, LinkedIn and Twitter as lead generators, use them to increase awareness and drive traffic to your website. Video testimonials are far more credible and impactful than plain text.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

OCTOBER 26, 2009

Don’t make the visitor scroll vertically or horizontally to read your primary content. Keep it simple – follow a one-column format with plenty of white space for the eyes to rest and the brain to assimilate the information. Put your main message, visual and unique value proposition (UVP) in the middle of the column and above the fold.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60