Industrial Marketing Today

JUNE 22, 2012

I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues. However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. See Manufacturers Need Lead Management to Close the RFQ Gap ).

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 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

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).

Top of Funnel 60

Top of Funnel Differentiation Lead Scoring Lead Ranking 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. Why do you need to implement a particular industrial marketing tactic?

Cost 60

Cost Planning Marketing Budget Creation Marketing Budget 60

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. Source: 2011 GlobalSpec Marketing Trends Survey). Here is a quote from MarketingSherpa’s findings from their 2011 survey of 1,500 B2B marketers: Organizations devote one-quarter of their online marketing budgets to their websites.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 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 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!

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle 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

JANUARY 10, 2011

According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. According to the same report, 82% of B2B manufacturing respondents indicated that they rely on content marketing to build brand awareness.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 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

DECEMBER 12, 2010

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). Quantitative lead definitions reduce the friction between sales and marketing. Defining qualified leads.

Lead Ranking 60

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 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

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. So I’m not only familiar with an industrial marketer’s target audience, I am the audience or at least a member of it. I should know — I am an engineer too.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 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. Infotaining” stuff.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

MARCH 12, 2012

Whereas the study (2011 Social Media in Industry Survey) conducted by Semplice Industry Marketing states, “Of those who used Twitter in 2011, 78% found it somewhat to very useful.”. on a scale of 1 to 7 for “Value” as a resource for researching work-related purchases. Do you use a blog as part of social media for industrial marketing?

Social Media 60

Social Media Tactics ROI Paid Search Agency 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

MAY 21, 2010

As a B2B marketer, we want to reach our ideal prospects and communicate with customers to maintain top-of-mind awareness throughout their buying cycle. Stick to a posting schedule – Work out a posting schedule based on your workload and in-house resources. A B2B blog is the perfect online tool to accomplish that.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 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

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.

Planning 60

Planning Work Management Marketing Automation Services Marketing 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.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 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.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

JUNE 15, 2010

I am referring to updating, maintaining and sometimes marketing their industrial websites. My opinion is somewhat biased because I am an industrial and B2B marketing consultant. I make my living providing marketing services including designing and marketing industrial websites. Is that a good thing? Take a quick poll.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 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. These B2B marketers seem to have a bottomless well of content to tap into. In my opinion, product-centric content is and will always be very important in manufacturing marketing.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

JUNE 8, 2010

In one word content – marketing content that is relevant and tailored to the prospect’s stage on the buy cycle. My take: Go back to the drawing boards and brainstorm with your R&D, engineering, sales and marketing people to make a list of problems that existed and are solved by your offerings. What has worked for you?

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

APRIL 14, 2012

April 2012 marks a milestone for my industrial marketing company Tiecas, Inc. I learned my business in the early years by doing production work for other ad agencies and printers around town. Back then, print media was the center of the universe for B2B marketing. Inbound marketing with content doesn’t get any better than this!

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 60

Industrial Marketing Today

MAY 15, 2012

Right off the bat let me say that this post is not about email marketing versus social media. However, I’ve had conversations with manufacturers and industrial companies where I am asked if email marketing is still relevant and effective since all the talk these days is about social media.

Social Media 60

Social Media Paid Search Agency Email Marketing Social Marketing 60

Industrial Marketing Today

APRIL 22, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website The Distribution Trap – How Innovations Become Commodities by Achinta Mitra on April 22, 2010 in Industrial Marketing Strategies , Sales Strategies I read an eye-opening article by Andrew R. He has outlined what is wrong with the theory of mass marketing.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

JANUARY 3, 2012

This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. There are many advantages to this content marketing strategy. Also, works well for demonstrating equipment capabilities. The question – what do we write about?

Long Tail Marketing 60

Long Tail Marketing Thought Leadership Content Marketing & Strategy 60

Industrial Marketing Today

JUNE 3, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website How Lack of Marketing Content Can Derail Your Website Redesign Project by Achinta Mitra on June 3, 2010 in Content Marketing , Industrial Websites , Search Engine Optimization (SEO) , Website Design & Development What comes first – site content or site design?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 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. I figured these companies would be great examples of marketing with content. And the numbers don’t lie.

Rules 60

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. I figured these companies would be great examples of marketing with content. And the numbers don’t lie.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

APRIL 23, 2012

I’ll go out on a limb and state that content marketing for engineers is different. Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” Call it P2P (Person-to-Person) marketing if you will. I know it’s Emerson again.

Peer-to-peer 60

Peer-to-peer Work Management Content Marketing Marketing Management 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. 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.

Lead Ranking 60

Lead Ranking Work Management Lead Scoring Marketing Management 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

AUGUST 16, 2011

Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing. 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.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

JULY 14, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Next, I came across a blog post written back in September of 2009 by Rohit Bhargava of Influential Marketing Blog. BTW, this post is a working example of content curation.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

OCTOBER 20, 2011

This kind of user-driven content that focuses on them and not on the manufacturer is the very essence of social media marketing. This kind of market intel is invaluable. Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. distribution arm.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60