Industrial Marketing Today

JULY 2, 2012

Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel. Design wins lead to prototype and production orders.

Lead Ranking 60

Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 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

OCTOBER 1, 2011

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

AUGUST 27, 2012

Call it digital marketing or inbound marketing with content , the fact is marketing is now playing a much more active role in complex industrial sales. This has worked great in the past but the Internet and digital marketing have changed how that process works today. See Problem-centric Industrial Marketing ).

RFP 60

RFP Peer-to-peer High Quality Lead Lead Scoring 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

MAY 1, 2012

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. What then is the solution for converting website traffic to leads? Don’t assume that detailed product features are sufficient to move the needle. Congratulations!

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

MARCH 17, 2011

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focussed too much on you, your products or your company. As an industrial marketer, you recognize the importance of constantly publishing fresh and relevant content to attract qualified visitors and convert them into leads.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 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. Next, they try a series of marketing tactics without a strategy or a plan, hoping something will produce results. In short, they are now looking for Cheap Miracles or may be, Industrial Marketing Made in China.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 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. Lead generation has always been a top priority in industrial and manufacturing marketing.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

APRIL 15, 2011

For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. Their unique CAD technology allowed manufacturers to put 3D CAD models of their products directly into the hands of more than 100,000 engineers and architects who had registered on their site. That was back in 2005.

Lead Ranking 60

Lead Ranking Work Management Lead Scoring Marketing Management 60

Industrial Marketing Today

JANUARY 25, 2012

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. Valve sizing programs.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

SEPTEMBER 2, 2012

It is not surprising then that many of these industrial web redesigns are nothing more than a cosmetic facelift with copy-pasted content from their old site and/or outdated marketing collateral. I’ve had people call me and start the conversation by saying, “We’ve spent a lot of money on a site redesign but it hasn’t produced any leads.

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

APRIL 2, 2012

If done right, they can be very effective in content marketing for manufacturers and industrial companies. In the early stages of lead generation, you are primarily dealing with “suspects” – people who you have not yet qualified as prospects or leads. Videos that are non-product oriented. Infographics. Infotaining” stuff.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

FEBRUARY 21, 2011

Needless to say, industrial and B2B marketers are constantly looking to improve the relevance of their content but are not always successful, as recent studies have shown. This is true no matter where the content is used – Websites, email campaigns, webinars or marketing collateral. The qualified lead comes from being designed in.

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

JANUARY 3, 2011

Are you leaving additional sales leads and revenues on the table? Industrial marketers who don’t use a business blog are missing a key component of feeding the top of their sales funnels. By not using every opportunity to generate high-quality leads, they may be leaving money on the table. Happy New Year! Source: HubSpot ).

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

DECEMBER 7, 2011

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

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

JUNE 22, 2011

I’ve heard some of my manufacturing clients call their subscribers free content leads. I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. That is good advice and it is a proven tactic for inbound marketing.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

MAY 7, 2012

In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose. See Content Marketing: Think Like a Publisher, Act Like an Investor ). See Problem-centric Industrial Marketing ).

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 16, 2012

In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. According to them, that has always been a job done by sales and not marketing.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

SEPTEMBER 1, 2011

E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. E-mail List Hygiene.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

AUGUST 11, 2011

They now find themselves in uncharted waters where they have to think of and appreciate marketing as something more than mere sales support. It is time to get out of your comfort zones and rethink your industrial marketing strategies and tactics if you want your company to survive and thrive. Quality over quantity).

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 1, 2012

I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” That’s very good advice but what does it really mean if you are on the other side of the table and are responsible for marketing your industrial company?

Paid Search Agency 60

Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 60

Industrial Marketing Today

JANUARY 21, 2011

As all good content marketers know, engaging marketing content moves the needle. It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. Pushing out blatant product-centric sales messages are sure to turn off your audience.

Sample 60

Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

AUGUST 20, 2012

Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). That is the good news. Now What?”.

SEO 60

SEO Content Marketing Copywriting Content 60

Industrial Marketing Today

MARCH 3, 2012

Manufacturers, industrial distributors and engineering companies that I talk to do understand the benefits of using a blog as the hub of their inbound marketing strategy for SEO, lead generation, thought leadership and branding. General B2B marketers are struggling too. Post unbiased product reviews (Distributors).

Trade Show 60

Trade Show B2B Thought Leadership FAQ Thought Leadership 60

Industrial Marketing Today

JULY 7, 2011

Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric. Grainger, Inc.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

NOVEMBER 3, 2011

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. A sure sign of that is the number of conversations that I have had recently with my current clients and new leads. Write about the availability of your data sheets and product catalogs in different languages (where applicable).

Marketing Websites 60

Marketing Websites Curation Ad Exchange Case Study 60

Industrial Marketing Today

JULY 12, 2011

Industrial and manufacturing marketers are trained to sell solutions. Nobody buys product features, they want solutions. That’s marketing 101, right? It seems to me that industrial marketers need to first focus on raising awareness of the problem before they can sell their solution. I get that.

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

MAY 26, 2010

But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

MARCH 8, 2011

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. The company didn’t set out to build a site for generating new leads. distribution arm.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

JULY 1, 2011

E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011. Email marketing metrics. Industrial email marketing today.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

AUGUST 20, 2010

Having worked closely with many manufacturers and companies from the industrial sector, I have learned several valuable lessons about what works when it comes to marketing to engineers and technical buyers. For example, segment your products and services by application and/or industry. I should know — I am an engineer too.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

AUGUST 1, 2011

Notice how discussions about content marketing are full of words like engagement, helpful, sharing, nurturing and community building. However, have we gone too soft with content marketing when it comes to selling industrial products and services? And that is… content marketing must deliver a real business value.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Planning Paid Search Agency 60

Industrial Marketing Today

JUNE 12, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

OCTOBER 20, 2011

Community members ask questions relevant to their needs, seek answers from others like them, users express their opinions and experiences with your industrial products, teach and learn from one another. This kind of user-driven content that focuses on them and not on the manufacturer is the very essence of social media marketing.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

MAY 22, 2012

The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast. According to a survey conducted in 2011 by BtoB and Rainmarker Systems, while only 35% of B2B marketers are involved with selling directly online, 58% of those companies have an increasing commitment to the channel.

Advertising Channels 60

Advertising Channels Cable BtoB Distribution 60