Industrial Marketing Today

AUGUST 16, 2011

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 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.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

FEBRUARY 21, 2011

Design engineers in particular are handling more projects and are under tremendous pressure to bring their designs and prototypes into production faster. Long on details, short on fluff – The first thing an engineer wants to know about your product is, “Does it meet my design specifications?” See below).

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Relevance Sales Qualified Leads Sales Leads Leads 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. Buyers can easily find information about your products and that of your competition from their online research. Online product configurators.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 60

Industrial Marketing Today

FEBRUARY 12, 2012

They are not quite sure what if anything they can create beyond case studies, product data sheets and application notes. This lead nurturing strategy is very effective because you save your customers valuable time in finding the right parts and speeding up their design, testing and new product introductions.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

NOVEMBER 10, 2011

Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. That does not mean that content marketing has reduced the role of industrial salespeople to mere order takers.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Leads Lead 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. However, at the end of the day, every manufacturer or distributor of industrial products wants to sell more widgets and not just publish more content.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

SEPTEMBER 3, 2010

She defines it as “Contagious content must educate them [prospects and customers] about what they need to know, apply your company’s unique expertise in addition to your product and prove you walk your talk through the sharing of evidence. Are your company, products and services visible in various online channels used across the stages?

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Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

SEPTEMBER 12, 2011

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Existing marketing collateral focuses primarily on the company and its products. I have been asked a few times to scan old product datasheets because that’s all that a particular manufacturer had for collateral.

Paid Search Agency 60

Paid Search Agency Marketing Management Content Buying Cycle 60

Industrial Marketing Today

MARCH 29, 2011

You can make this content ungated (doesn’t require registration) to help visitors specify your products long after their first visit. Add a simple order form if you publish a printed or CD version of your catalog. For example, product catalogs, datasheets and application notes can be ungated. Try to put this above the fold.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

JUNE 12, 2010

You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). This was second only to downloading product data sheets. This was second only to downloading product data sheets. Have you struggled to answer that question?

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

DECEMBER 1, 2011

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media. Myth: Our customers are only interested in product specs and datasheets. Easy, right?

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SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

APRIL 3, 2011

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. Describe or show (videos) how your products/services solve those problems. Here’s a quote from billionaire industrialist H. Help to frame the discussion in their minds.

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Planning Work Management Marketing Automation Services Marketing Management 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. 42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ).

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

OCTOBER 2, 2010

Savvy B2B email marketers are being very creative in order to rise above the noise, get their lists to open their emails and take a desired action. Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos. per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JUNE 22, 2011

Sales and marketing must agree on a numerical score that a prospect must reach in order for him/her to be ranked as a Sales Qualified Lead (SQL) before being handed off to sales for follow up action for conversion. Sales knows best about demographics and marketing has insights into visitor engagement through web analytics.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

JANUARY 14, 2011

Nobody cares about your products and services (except you)” was the title of a blog post written by David Meerman Scott (Author of the wildly successful book The New Rules of Marketing & PR and his new book Real-Time Marketing & PR ) back in 2008. They use the entire spectrum of content and social media marketing.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

SEPTEMBER 1, 2011

In this post, I’ve listed the major areas to focus on if you want to make your industrial e-mail marketing more relevant and productive. You need to tie together web analytics and your e-mail marketing in order to get a complete picture about subscriber behavior. E-mail List Hygiene. Each segment should receive different e-mails.

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Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

MARCH 23, 2011

Check your content for the right balance of useful content versus promoting your products and solutions. Yet, marketing tends to focus on 20% of the content that is all about the how great the company and its products are. Joe Pulizzi refers to this as his 80/20 rule.

Content 60

Content SEO CAN-SPAM Buzz 60

Industrial Marketing Today

JUNE 3, 2010

We just need site visitors to fill out our online order form. It is our job then as marketers to massage it and add some sizzle in order to persuade the reader to take a desired action. Learn to connect the dots – many times product managers and engineers have very deep knowledge about their products and the problems they can solve.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. Give them hardcore specifications typically found in product spec sheets. The first thing an engineer wants to know is do your products, parts and components meet his/her design specifications and standards?

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

NOVEMBER 28, 2010

Often these are related to the company’s applications, solutions and/or or product names. However, many of these in-house SEO practitioners did not think a lot of effort was required to conduct effective keyword research in order to produce good results from their SEO campaigns.

Optimization 60

Optimization SEO Marketing Websites Keywords 60

Industrial Marketing Today

JULY 20, 2010

The answer lies in shifting from traditional company product marketing to customer problem oriented marketing. We need to develop customer-centric solutions-based marketing content instead of product-centric features and benefits marketing collateral. According to Tim Riesterer of CMM Forum LLC (now part of Corporate Visions, Inc.),

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

JULY 9, 2010

However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power. Let’s get one thing straight from the get go, if you are in a declining market with low demand for your products and services, no amount of automation will help you generate new leads.

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Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

SEPTEMBER 27, 2010

I agree with you that sales must adopt social media in order to be more effective these days. Kerry OMalley September 28, 2010 at 4:01 pm Excellent post, Achinta. &# If nothing else, it makes the mobile sales force much much more productive. Achinta offers his industrial clients marketing for engineers by an engineer. {

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Social Media Social Marketing Media Planning 60

Industrial Marketing Today

MAY 11, 2011

Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. He said, “…marketing services is very different from marketing products.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

APRIL 11, 2011

Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details. Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. It is easy to justify leaving the details to others.

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Content Marketing Proposals Case Studies Case Study 60

Industrial Marketing Today

MARCH 11, 2011

The plant engineer/maintenance manager – the end-user, his biggest WIFM is “Will your product make my job more difficult?” Your reengineered content provides: An online product configurator for finding the right flowmeter quickly and easily using the parameters given to him by the process design engineer.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60

Industrial Marketing Today

APRIL 26, 2011

The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals. Then create specific content based on your product or service lines that are most relevant to each segment.

Relevance 60

Relevance Marketing Management Marketing Automation Services Lead Ranking 60

Industrial Marketing Today

JULY 1, 2010

It helps a great deal if you first learn what turns off your B2B customers in order to avoid making simple mistakes that can damage a customer relationship. Buyers of technical products and services do look to vendors for providing relevant information for solving their problems.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

OCTOBER 26, 2009

For example, fill out a form to download a white paper, register for a webinar, submit an order etc. Use a free tool like Google’s Keyword Tool to find search terms and long-tail keywords that people are using to search for information related to your products and services. Here you can add a link to your Home page or a product page.

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Traffic Lead Scoring Lead Ranking Top of Funnel 60