Industrial Marketing Today

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What You Need to Know About Marketing to Engineers in 2023

Industrial Marketing Today

It is packed with valuable research data and expert opinions. I’ve downloaded the 2023 State of Marketing to Engineers report published by TREW Marketing in partnership with GlobalSpec.

Opinions 158
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Can Digital Marketing Make the Phone Ring for Industrial Companies?

Industrial Marketing Today

In my opinion, one cannot remove the human element from industrial sales. Based on my 25 years of hands-on experience with industrial marketing for lead generation, I can also tell you with certainty that digital marketing cannot do it all. Only a salesperson can provide that crucial human touch. I call it the critical “last mile service.”

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Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

In my opinion, one cannot remove the human element from industrial sales. When sales does talk to a prospect, this kind of lead intelligence helps them engage with the lead in a more meaningful manner and accelerate the closing process. Content marketing cannot do it all. And only a salesperson can provide that crucial human touch.

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Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

However, ignoring industrial marketing’s role in creating sales opportunities is a fallacy in my opinion. 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. See Manufacturers Need Lead Management to Close the RFQ Gap ).

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How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

By far the strongest reason, at least in my opinion is that they help get manufacturers’ or distributors’ parts “designed in.” Think of 3D CAD models and 2D CAD drawings as supercharged content assets for moving leads closer to the RFQ stage much quicker than any other type of content resource.

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Create a Content Series for Industrial Marketing

Industrial Marketing Today

That in my opinion is what will make your content relevant and will compel your readers to take action while serving the needs of search engines. There is also a big hidden benefit of this content marketing strategy. See my post, “Content Marketing: Think Like a Publisher, Act Like an Investor.” ).

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Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

In my opinion, content curation alone is not enough if you want your industrial blog to establish thought leadership and highlight your company’s expertise. This is a topic unto itself that deserves a few posts of its own. For a quick overview, see my post, “ Is Content Curation an Easy Way for Content Marketers to Do More With Less? ”.