Industrial Marketing Today

JUNE 15, 2010

Success story #3: Consultant specializing in accelerating business growth for global companies Redesigned his business website with personal branding and highlighting his expertise using an online article library. I am referring to updating, maintaining and sometimes marketing their industrial websites. Is that a good thing?

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Industrial Marketing Today

MAY 6, 2011

Yup, social media does work in the industrial sector, sometimes. I’ll summarize the major findings from the study in this post but the headline of the cover story from the March 2011 issue says it all, “Sign of the Times: Wider Adoption of Web-Based, Digital Tools Usage Is Cruising Ahead.”.

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Industrial Marketing Today

OCTOBER 1, 2011

I can’t help but think that the person at the other end is silently telling me, “Show Me the Money!” I know how strange that might sound, but for most companies, leads mean more work and very little to show for it. Then comes the silence because they are having trouble connecting the dots between inbound marketing and sales.

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Industrial Marketing Today

MARCH 23, 2012

If you are not convinced, take a look at these two findings from two different research studies done by GlobalSpec: 48% of industrial professionals spend six or more hours per week on the Internet for work-related purposes and 28% say their time on the Web for work is more than nine hours a week.

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Industrial Marketing Today

SEPTEMBER 1, 2011

Personalized Content. Even though it is more complex than standard HTML e-mails, dynamic content is well worth it as it creates highly personalized emails with information, offers and calls-to-action that very closely match the subscriber’s needs. Poor conversion rates and low ROI from e-mail marketing. You cannot ignore it completely.

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Industrial Marketing Today

JANUARY 10, 2011

There must be a logical explanation for what seems to be a contradiction of everything I’ve read and have experienced in my 20+ years of working with manufacturing and industrial clients. That in my opinion is exactly how inbound content marketing is supposed to work for lead generation. In-person events: 71% effectiveness (64% usage).

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Industrial Marketing Today

JUNE 22, 2011

Developing an effective scoring system requires marketing to work closely with sales. It will give you the opportunity to interact with them at a more personal level than just passive reading of a white paper on their part. See SAL is the Glue that Binds Sales and Marketing in Lead Generation ).

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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. I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers.

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Industrial Marketing Today

OCTOBER 20, 2011

Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. It does require someone/team from the company to moderate the forum to prevent abusive language, personal attacks and outright SPAM. Community forums are perfect for these kinds of conversations.

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Industrial Marketing Today

JULY 6, 2010

The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D., According to Professor Marks, it is quite simple to use his Product Analysis Worksheet and this is how it works: There are four basic layers – features, advantages, motives and benefits.

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Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 14, 2010

Rohit may be the first person to have coined the term “content curator.” BTW, this post is a working example of content curation. The final piece of the content curation puzzle was an article by Lee Odden of TopRank Online Marketing blog. Where do you stand on this debate? Share your thoughts by a leaving a comment.

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Industrial Marketing Today

JANUARY 26, 2010

Consider hiring a coach or an SEO expert to work up a strategic plan that you can execute. This is where I personally coach you to solve whatever marketing challenges that are holding your company back. Unless your prospects can find your site when searching in major search engines, you are dead in the water.

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Industrial Marketing Today

JUNE 17, 2011

Over the years, they’ve relied heavily on their personal contacts, business networks, sales reps and traditional outbound marketing to generate new leads and sales. Make a business case for content marketing being a sales enabler and that sales and marketing can work together as a team.

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Industrial Marketing Today

DECEMBER 15, 2011

Even though other marketing tactics like in-person events and webinars are still seen as the most effective tactics, this year blogs registered a 45% increase in “perceived effectiveness” as compared to the study done in 2010. ( Then have that person edit the content into compelling blog posts. See chart below ).

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Industrial Marketing Today

AUGUST 24, 2010

Then you’d put that person in front of the audience and check with them.” The chart below shows how engineers and industrial buyers use the Internet in work-related purchases ( Source: 2010 GlobalSpec Industrial Buy Cycle Survey ). You’d arm them with information about the marketplace.

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