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

Industrial Marketing Today

AUGUST 19, 2016

An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision? This is only a content summary.

Marketing Websites 60

Marketing Websites Marketing Strategy Marketing & Strategy Content Marketing 60

Industrial Marketing Today

DECEMBER 4, 2015

The need for a robust online presence (Website and customer-centric content marketing) is driven by […] The post No Digital Marketing for Manufacturers = Marketing in the Past by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Marketing & Strategy 60

Marketing & Strategy Marketing Lead Scoring Lead Ranking 60

Industrial Marketing Today

JULY 16, 2015

After all, traffic is the lifeblood of online […] The post SEO Must Complement Conversion Optimization for an Effective Industrial Marketing Strategy by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Optimization 60

Optimization SEO Conversion Marketing & Strategy 60

Industrial Marketing Today

MARCH 26, 2015

Our technical department is working on the issue and we’ll be back online soon. Please note that our company website tiecas.com is temporarily down. Please call 281.969.7514 and/or email us at sales(a)tiecas.com. Thanks for your patience. The post URGENT! by Achinta Mitra appeared first on Industrial Marketing Today.

Email Marketing 60

Email Marketing Marketing Websites Paid Search Agency Content 60

Industrial Marketing Today

JUNE 18, 2015

Buyers are looking for information online and interacting with sales people on […] The post Lead Generation for Industrial Companies is a Process not a Campaign by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Lead Generation 60

Lead Generation Process Campaigns Paid Search Agency 60

Industrial Marketing Today

JULY 7, 2011

In other words, the online content is very product-centric. The implied C2A is “interrupt your online activity and call us for a price quote.”. Visit Grainger’s current site and you can immediately see how they’ve transformed their business by using online content marketing strategies. Need to create a bulk order?

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

JANUARY 25, 2012

Buyers can easily find information about your products and that of your competition from their online research. Online product configurators. Online maintenance data management, tracking legacy installation and managing spare parts inventory. Online interactive and real-time design tools. Valve sizing programs.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 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 have written about the benefits of creating an online CAD library in several of my posts in the past. I have written about the benefits of creating an online CAD library in several of my posts in the past.

Lead Ranking 60

Lead Ranking Work Management Lead Scoring Marketing Management 60

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JUNE 22, 2012

But how a buyer got your name in the first place is through the work of earlier exposures to your online marketing presence.”. It leads marketers to rely too heavily on a specific and limited set of tactics, and also to place too much emphasis on the click as measurement of successful online advertising.”.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

MARCH 29, 2011

Visitors are not likely to interrupt their online activity to pick up the phone and call you. Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator. Add a big button to download your online catalog.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JANUARY 21, 2011

The online Analog University is a powerful learning tool that uses content to engage with beginners (students, design engineers of tomorrow and future employees) and advanced design professionals (qualified leads). National Semiconductor’s WEBENCH Visualizer won top honors in 20th Annual EDN Innovation Awards.

Sample 60

Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

DECEMBER 1, 2011

That’s why headlines, subheads and bullets play such an important role in online content. They will do their research online and create their shortlist of vendors long before they will engage with your salesperson. You need to gain a deeper insight into their needs, their roles in the buying process and their online behaviors.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

FEBRUARY 21, 2011

I’ve seen some unusual applications of online content. You’ve got a winner if your online content makes it easier for them to find relevant information with the least number of clicks. This is true no matter where the content is used – Websites, email campaigns, webinars or marketing collateral.

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 60

Industrial Marketing Today

AUGUST 10, 2012

The online survey addressed the marketing trends, challenges, and expenditures within the engineering, technical, manufacturing, and industrial communities. 47% of the industrial companies spend more than a third of their overall marketing budget online. I’m not trying to be clever or facetious with my headline.

Planning 60

Planning Marketing Budget Creation PR Paid Search Agency 60

Industrial Marketing Today

JANUARY 14, 2011

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That mindset is even more important today if you don’t want to drown in the deluge of online content. That’s the battle cry among content marketers. Content marketing succeeds through quality, not quantity.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

JULY 23, 2010

Today, technical buyers and engineers expect suppliers to have a substantial online presence with a website packed with relevant content in a variety of formats and easily searchable. The objective here is to drive people to your website, which should be the hub of your online marketing.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

AUGUST 17, 2010

Because B2B and industrial buyers tend to be more sophisticated in the use of online content in making their decision over the entire buying cycle. Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. I am referring to optimizing customer engagement in B2B marketing.

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

JANUARY 26, 2010

It may be time to invest in your online presence. Optimize, optimize, optimize : That’s the golden rule of online marketing as is location, location, location in real estate. As the decision maker or a business owner, you may not have the time to go hunting online for the right information or read a 50-page eBook.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

AUGUST 27, 2012

Meet your customers where they are choosing to learn – online. Your online content should help your sales team engage in more meaningful conversations with fully qualified leads instead of spending their time in pre-qualifying and prospecting (See Inbound Marketing Must Set the Table for Industrial Sales ).

RFP 60

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

Industrial Marketing Today

JULY 2, 2012

It is not difficult to create an online library of CAD files if you only have a handful of parts. Several companies offer online CAD catalogs and configurators, each with their own areas of expertise. Attracting new customers by offering CAD drawings to OEMS, distributors and other channel partners.

Lead Ranking 60

Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

MAY 1, 2012

I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people. Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 21, 2011

Make sure online datasheets include ratings, classifications, sizes, operating ranges and material options for all your industrial products. Allow 24/7 online access to maintenance data on all installed equipment in order for customers to plan their own preventive maintenance program and follow their assets from cradle to grave.

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

MAY 26, 2011

Create an online version that supports complex parametric searches to help design engineers find the exact part from your inventory of thousands of SKUs. Convert that very useful piece of content from a static printed application into a real-time online application.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

JUNE 11, 2011

For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. Creating a fully integrated blog site would mean maintaining and updating just one online marketing asset versus two or more. By now, most industrial marketers are aware of the power of inbound marketing for lead generation.

Marketing Websites 60

Marketing Websites Ad Building Long Tail Marketing Cross-Selling 60

Industrial Marketing Today

JUNE 12, 2010

ThomasNet study, 2006) For IT solutions in excess of $50,000, the most wanted data in the early stage awareness was price ( Source: Joint study done by MarketingSherpa and Enquiro , 2007) Today, a majority of industrial buying decisions begin online. Reasons people don’t want to publish prices online There may be many reasons (excuses?)

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

OCTOBER 20, 2011

According to a survey done by GlobalSpec (Social Media Use in the Industrial Sector – 2011), 33% of industrial companies provide an online discussion community for customers, and 32% provide one internally for employees. See How a Global Distributor’s Online Community for Engineers Pays Rich Dividends. See chart). distribution arm.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

SEPTEMBER 27, 2010

The first type uses a self-serve model and is typically completed in the very first sales interaction, be it in person or online. Here’s how I see the impact of the changes: Industrial buyers are using more and more online resources for initiating and going deeper into the industrial buy cycle. Not so fast!

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

OCTOBER 7, 2010

Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Webinar: What Online Dating & Lead Prioritization have in Common. Lead scoring has become very important in today’s B2B marketing. Revenue per deal $39,100 $45,900. Total revenue $16.8MM $19.8MM.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

OCTOBER 21, 2010

Despite all the promises of online marketing tactics, industrial marketers are still wrestling with the same lead generation problem year after year. Marketing automation is good at supporting a self-service model that B2B buyers are accustomed to from their personal online experiences. B2B sales processes are becoming “consumerized.”

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

JUNE 15, 2010

Success story #1: Manufacturer of electronic passive components We built an online parametric search application for the client’s website to help site visitors quickly find/build the exact part number based on selecting a number of design and/or performance characteristics. Take a quick poll.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

JANUARY 3, 2011

You can find lots of online articles about the advantages of using a business blog for building thought leadership, communities and humanizing your company. A business blog is a powerful online marketing tool for inbound lead generation. The answer is a resounding yes.

Top of Funnel 60

Top of Funnel Business Blogging High Quality Lead Business 60

Industrial Marketing Today

DECEMBER 7, 2010

This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. It is not just about posting a bunch of white papers, case studies, online demos and webinars on your website and hoping that someone will download and read.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

MARCH 17, 2011

Your blog posts will remain online in perpetuity. Instead of just announcing the discontinuance of “End of Life” components, blog about your online cross-reference guides that help design engineers and other specifiers find the closest substitute product from your current line. It is not just your latest post that draws traffic.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

MARCH 23, 2012

They are online doing a significant amount of their initial purchase-related research long before they will contact or engage with your sales team. 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

NOVEMBER 9, 2010

Instead, I’ll give you my “Go-To” list of online resources from marketing automation software companies. Lead scoring is a key component of marketing automation and a very effective tool for aligning sales and marketing. However, it is not an easy one to answer in a quick blog post. I hope you find these resources helpful.

Lead Scoring 60

Lead Scoring Lead Ranking Resources Marketing Automation Services 60