Industrial Marketing Today

Trending Sources

Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

The directive comes from the top – add more sales people, start working the phones and drop those prices just to book orders. Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. This is only a content summary. Please click on the headline to read the full article.

Case 95

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

Industrial Marketing Today

They are in a much better position to offer value engineering and DFMA (Design for Manufacturing and Assembly) services to help become preferred manufacturing partners instead of being a supplier that is constantly competing on price. Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel. There are several benefits to offering 3D CAD models and 2D CAD drawings on an industrial website.

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

Manufacturers and industrial companies need to be mindful of differences such as: Ability to show different pricing levels depending on the type of visitor. Using their online Build & Price application, I got an instant price for their MT2000 milling equipment that costs $726,075 along with financing and leasing options and a monthly payment calculator. I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. Live Chat and instant access to engineers for help with application and configuration. Annual Sales: $1.5+

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. 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).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

price, hiring more full-time employees and freelancers. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. little.

Do You Believe in Industrial Websites?

Industrial Marketing Today

This is who should be talking to web development companies about their capabilities and prices. Don’t task an admin assistant to call around for prices and fill out a spreadsheet. You’ll truly be able to do an apples-to-apples comparison instead of looking at the price alone. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites. I am not so sure manufacturing companies are fully convinced that their website is a real sales tool.

Align Industrial Websites with Sales Process

Industrial Marketing Today

Now it boils down to price and delivery time. You can talk value until you’re blue in the face but your customers and prospects will push back on price. If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), make sure the site is aligned with your sales process. Without this critical link, your newly redesigned industrial website may be nothing more than eye candy that does very little for your sales. They want their site visitors to call and their crack sales team will take care of everything to close the deal. It is too late by then.

You’ve Got Traffic. Now What?

Industrial Marketing Today

For example, “We have XX years of customizing solutions for the ABC industry and offer the lowest price.” Now you can talk value instead of the customer pushing back on price. 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. Congratulations! Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers. See my post, “Do You Believe in Industrial Websites?” ). Really? Prove it – are you always the lowest bidder?

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

Step 2: Show them why it is a bad idea to treat all leads the same and jump right into creating a detailed price quote or RFQ. Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. For a real-life example of this lead generation disconnect, read my post, Manufacturers: Don’t Start a Lead Generation Campaign without Sales.

Content Methodology: A Best Practices Report

Resolution You’ll Achieve” • “Flowchart: Should I Rent or Buy?” • “7 Signs You’re Ready to Buy a Home” • “ How to Tell a Good Mortgage from. a Bad One” • Mortgage calculator • “ 5 Tricks for Saving on Your Mortgage” • iPad offer • Employee mortgage pricing • Mortage brochure • Dreams of owning a home, but. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. According.

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

After the initial sign up and/or a free needs assessment analysis, qualified leads buy an evaluation kit at a low, introductory price or are given free engineering kits. Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%. Still not convinced?

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

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.” I’m not disputing that nor am I making a new revelation.

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Assistance with regulatory compliance. I am sure not too many of these customers will go price shopping every time they need new valves or spare parts. Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers. 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. Think again!

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

The owners of these small manufacturing companies have to think outside the box and understand the principles of lean manufacturing in order to deliver complex machined parts to OEMs quicker and at a competitive price in order to keep manufacturing here in the U.S. These are very important considerations in differentiating one shop from another in an industry that is highly fragmented and extremely competitive with constant price pressures from offshore suppliers. However, these have been from other industrial marketing consultants like me. Click here to view the embedded video.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question by Achinta Mitra on June 12, 2010 in Industrial Marketing Strategies , Sales Strategies , Website Design & Development Do you show prices on your B2B website? Why do we need prices on B2B websites? There is no secrecy.

Staffing and Launching Your Content Marketing Program

priced on a per-seat basis. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Crafting a Brand Voice & Mission Statement 8 III. Now that’s ROI!

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

Most important things these professionals want to see on a supplier’s Website – pricing information, even if it is only ballpark estimates, detailed product information (datasheets, manuals, etc.) in PDF format without requiring registration, robust search capabilities and logical organization of the site for quicker and deeper research. As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. Yup, social media does work in the industrial sector, sometimes. It is definitely worth it.

Deconstructing the Four Stages of the Industrial Buy Cycle

Industrial Marketing Today

Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. In short, this is good, practical and actionable stuff and not some marketing theory. of Tiecas, Inc.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 7 Strategies for Using Content to Market Industrial Products by Achinta Mitra on May 14, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Blog I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. Share your thoughts by leaving a comment. Resource

How an Industrial Distributor Uses Content Marketing Effectively

Industrial Marketing Today

The implied C2A is “interrupt your online activity and call us for a price quote.”. Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric. It is rare to find explicit calls to action (C2A) on these sites. The C2A is typically a toll-free number pasted all over the site in a large font. Of course, there are exceptions to what I’ve just described.

Engaging Content that Solves and Sells

Industrial Marketing Today

The WEBENCH Tools help engineers strike the right balance between price and performance, find parts that are in stock and order components from an authorized distributor. As all good content marketers know, engaging marketing content moves the needle. It persuades readers to take action and guides them along in their sales cycle in a logical manner. National Semiconductor Corp.

Variety of Content is the Key in the Early Stages of the.

Industrial Marketing Today

In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the Industrial Buy Cycle ) your prospects and customers use a variety of online content to find solutions to their current problems and needs. In this post, I’m going to focus on content for the early stages of the buy cycle. All Rights Reserved. Resource

WOM 7

Can Industrial and B2B Marketers Learn Creative Problem Solving.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders? Consultative selling is one of the recommended ways and that requires us to sharpen our listening and creative problem solving skills. That is why the headline “The Creativity Crisis” in a recent article from Newsweek caught my attention.

5 Things Industrial Marketers Must Do to Attract Engineers and.

Industrial Marketing Today

If possible, add basic pricing information on your site to offer complete information without leaving your site. See B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question ) Lesson #4: Sample kits and CAD drawings The easiest and quickest way to sell to the engineering and industrial marketplace is to have your parts and components “designed in.” Don’t! Resources

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Content Auditing and Mapping it to the Industrial Buy Cycle by Achinta Mitra on September 3, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing These days it is popular to say “Content is marketing currency.” What is effective content marketing? of Tiecas, Inc.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Hand over sales-ready leads to sales – your sales team may provide them with additional content such as data and price sheets, set up an online or a face-to-face demo and ultimately move them to the RFP/RFQ stage. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. Ardath Albee, CEO of Marketing Interactions, Inc.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

SaaS (software as a service) systems are greasing the skids: Subscription pricing eliminates the need for big upfront costs and allows marketers to prove ROI quicker. If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. How do you separate hype from reality, especially when it comes to industrial marketing? Let’s take a closer look at both.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective. Share your ideas here. Resources

SIC 2

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job? by Achinta Mitra on September 27, 2010 in Industrial Marketing Strategies , Industrial Websites , Sales Strategies , Social Media Marketing Remember the very first music video ever played on MTV? Solution: Curate content and make it easily searchable.

Optimizing Your WordPress Business Blog

Industrial Marketing Today

It seems the secrets of SEO are known only to a few high-priced consultants. However, none of that can happen until you drive lots of interested traffic to your business blog. Optimizing (SEO) your business blog is critical because it allows your target audience to find you in search engines and attract traffic. However, you can do it too with some help. Please leave your comments below.

The Twofold Benefit of Optimizing Marketing Content

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website The Twofold Benefit of Optimizing Marketing Content by Achinta Mitra on August 17, 2010 in Content Marketing , Industrial Marketing & Web 2.0 , Industrial Marketing Strategies , Search Engine Optimization (SEO) Online optimization is usually associated with natural or organic search engine optimization (SEO). Resources

Is Your Industrial Website Still Just a Business Card?

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Your Industrial Website Still Just a Business Card? Why should you care about your company’s website? Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. She said, “Treat your website as if you were hiring a six-figure salesperson. Audit your existing content.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

However, accurately defining and measuring customer engagement in complex business or industrial sales is still elusive. The most simplistic approach to evaluating customer engagement is to measure conversion rates. For an eCommerce site that is easy, it is typically the value of transaction per visit. These metrics are all linked to 10 stages in Sopheon’s sales process. All Rights Reserved.

What Not To Do For Better B2B Customer Relationships

Industrial Marketing Today

Even though B2B customers consider product features and price very important, what they are really looking for is a remarkable sales experience. Sales experience far outweighs other factors such as company brand impact, produce/service delivery and value to price ratio. There is a big difference between what B2B customers say they want and what really drives their purchasing decision.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors. Branding is an expense item like the rest of marketing. According to a study done by Professor John A. Definitely not.”

The Disconnect Between B2B Content Marketing and Customer Engagement

Industrial Marketing Today

The majority of Chief Marketing Officers (CMOs) consider customer engagement as their top priority according to a recent study done by Forbes Insights and George P. Johnson (GPJ). The New Rules of Engagement: CMOs Rethink Their Marketing Mix is based on a survey of 314 marketing executives at companies with more than $500 million in annual revenue. Robert G. Vallee Jr., All Rights Reserved.

Successful Industrial Websites Require Part DiY and Part.

Industrial Marketing Today

Please share with your friends and followers: Related posts that may interest you: B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers Is Your Industrial Website Still Just a Business Card? Is that a good thing? After that, we turned it over to the client’s IT department. Take a quick poll.

Shortening the Industrial Buy Cycle in 5 Simple Steps

Industrial Marketing Today

Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy Cycle.” The most frequent complaint that I have heard in the past year from my industrial clients is that their sales cycle has become longer, more complex and increasingly difficult to get on the buyer’s radar screen until it is too late.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

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. Is your site ready for this shift in expectations or do you need a website redesign? I’m sure you’ve read many times that engineers hate marketing/marketers and they want only the facts. And yes, it does cost money.

Is Content Curation an Easy Way for Content Marketers to Do More.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less? Heck, even MS Word kept flagging curation as a misspelled word. Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. So curated content is not something new. What is content curation? of Tiecas, Inc.