Industrial Marketing Today

DECEMBER 7, 2011

I read an interesting article about regional manufacturing shows that bring together engineers and buyers from OEMs and regional sources for design, prototypes, forming, fabricating, machining, finishing, assembly and electronic manufacturing services all under one roof.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

FEBRUARY 12, 2012

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. Software as a Service (Saas) and technology companies use this lead nurturing tactic very effectively with their trial software.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

AUGUST 27, 2012

A recent Corporate Executive Board study of more than 1,400 B2B customers found that those customers completed, on average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.

RFP 60

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

Industrial Marketing Today

APRIL 3, 2011

Ross Perot that exemplifies this business philosophy: “Business is not just doing deals; business is having great products, doing great engineering, and providing tremendous service to customers. I am sure not too many of these customers will go price shopping every time they need new valves or spare parts.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

JANUARY 21, 2011

It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. 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.

Sample 60

Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

JULY 7, 2011

The implied C2A is “interrupt your online activity and call us for a price quote.”. Content under the Services tab is packed with customer-centric content all geared to help their customers harness the power of the Internet to make their own businesses more efficient. It is rare to find explicit calls to action (C2A) on these sites.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

MAY 26, 2010

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. Sounds simple, right? Without a clear understanding of the stages, it is difficult to align your marketing content with your customer’s decision-making process.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

OCTOBER 21, 2010

Marketing automation is good at supporting a self-service model that B2B buyers are accustomed to from their personal online experiences. 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.

Marketing Automation Services 60

Marketing Automation Services Inbound Marketing Marketing Automation Top of Funnel 60

Industrial Marketing Today

SEPTEMBER 3, 2010

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics. Are your company, products and services visible in various online channels used across the stages?

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

NOVEMBER 16, 2009

Of course, you don’t have to copy word for word any of the examples from above, you are the only one who can decide which approach works best for your product, service or list. You’ll receive your first issue immediately even if it is 2:00AM on a weekend.

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

OCTOBER 2, 2010

Email strategy: FreightCenter.com teamed up with email service provider Delivra to devise an email marketing strategy. Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JULY 6, 2010

Features: attributes that products or services have. As you can see from the two techniques discussed here, features only tell your prospects about the attributes of your product and services. However, this is the exception and not the rule and is typically used in product specification or data sheets.

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

MAY 3, 2010

Are you pre-selling a product or service? Write about what matters to your readers: You are passionate about your company and want to write everything about its products and services. Make a plan: Even before you start writing content and posting, you need to have a clear set of goals. What do you want the post to do for your company?

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 60

Industrial Marketing Today

JULY 9, 2010

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. However, B2B and/or industrial marketers must learn to use it correctly in order to harness its true power.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

JANUARY 26, 2010

As the founder of Tiecas, I have been helping manufacturers and engineering services companies boost their sales with better do-it-yourself (DiY) marketing for over 20 years. Follow these essential rules of a website redesign and you’ll truly create a powerful sales and marketing tool.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 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.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 14, 2010

The focus is squarely on you, your company and its products and services. Using all or any of the above content strategies will help you shift the focus from your products and services back to the customer. Tell a story – most industrial marketing content tends to be cut-and-dried with lists of features and benefits.

Webinar Metrics 60

Webinar Metrics Marketing & Strategy Marketing Strategy Product 60

Industrial Marketing Today

SEPTEMBER 27, 2010

I service industrial companies, as you do. Achinta Mitra September 28, 2010 at 11:31 am @RogerW, Thanks for stopping by and leaving your comment. Kerry OMalley September 28, 2010 at 4:01 pm Excellent post, Achinta. I look forward to the responses (since I don’t have an internal sales team.)

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JULY 20, 2010

Solution Mapping: Look across the company’s portfolio of offerings to identify and put together – or map a solution for each of that market’s key business requirements – incorporating products, services and programs as needed.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

JUNE 3, 2010

As content strategists, we can build a standard format for content that includes page title, short description of the product or service, what problem it solves, who would benefit the most and additional pairs of product benefits and features. Develop content templates – sometimes it helps to develop a template for creating new content.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JULY 1, 2010

Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. Even though B2B customers consider product features and price very important, what they are really looking for is a remarkable sales experience. Bruce Rasmussen´s last blog.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

OCTOBER 26, 2009

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. That will give you an idea of demand. Check your competition — review your competitor’s design and the flow of their landing page.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

Probably the best reason I’ve read is by Linda Rigano, Executive Director of Strategic Services at ThomasNet. Why should you care about your company’s website? She said, “Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do?

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60