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 12, 2012

They are not quite sure what if anything they can create beyond case studies, product data sheets and application notes. 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. Some refer to this as “drip marketing.”.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

JULY 2, 2012

Design wins lead to prototype and production orders. They can move up the value chain by offering CAD/CAM related services to OEMs that are always looking for ways to reduce production costs and shorten the time to market their products. That’s why I like to call them “sales enablers.”.

Lead Ranking 60

Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

DECEMBER 7, 2011

These regional manufacturing expos are billed as “serious working shows” because OEMS attending one of these shoes often find multiple sources to take a project from concept or prototype to finished product quickly and at competitive prices. According to the article, Regional Manufacturing Expos Prove Most Valuable by Thomas R.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 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

JUNE 8, 2010

You are well aware of the fact that the Internet has completely and permanently changed the way industrial buyers purchase technical products and services. Let’s say your business offers a software product designed to help business owners efficiently allocate revenue to related expenses to ultimately reduce costs.

Buying Cycle 60

Buying Cycle Buy Work Management 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. Pushing out blatant product-centric sales messages are sure to turn off your audience. National Semiconductor Corp. billion of sales in 2010.

Sample 60

Sample Content Sales Qualified Leads Sales Cycle 60

Industrial Marketing Today

JUNE 15, 2010

Success story #2: Developer of software suite for the upstream oil & gas industry The client’s old corporate website was designed by us to put a sharper focus on their target audience of reservoir and production engineers, operations personnel and upper management in oil and gas production companies. Take a quick poll.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

MARCH 16, 2012

I have to politely disagree with them because “activity is not the same as productivity.” 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. To most of these decision makers winning new business is strictly a numbers game.

Lead Management 60

Lead Management Lead Ranking Lead Scoring Sales Qualified Leads 60

Industrial Marketing Today

JULY 7, 2011

Websites of most industrial distributors follow the same basic format – the focus is on their product line card. In other words, the online content is very product-centric. The implied C2A is “interrupt your online activity and call us for a price quote.”. 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 6, 2011

Primary and preferred method of researching products – supplier’s Website. 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.) The first number isn’t surprising but the last two are.

Design 60

Design Work Management Marketing Management Paid Search Agency 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

JUNE 29, 2010

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. Analytics is the new marketing creative!

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

JULY 6, 2010

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.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

APRIL 22, 2010

Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. That business model works for a while but in the long-term, it fails badly. Dr. Thomas calls this “The Distribution Trap.” He has co-authored a book by the same name with Timothy J.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 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?

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 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? In short, this is good, practical and actionable stuff and not some marketing theory.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 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

MAY 18, 2010

Leave a Comment Previous post: 7 Strategies for Using Content to Market Industrial Products Next post: How to Use a B2B Blog to Win Customers and Influence Prospects FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

AUGUST 24, 2009

Don’t be afraid to tear apart your initial outline if you think it will improve the product. Rearrange words, paragraphs and may be entire chapters until you feel comfortable how each paragraph and chapter flows into the next respectively. This is where you need to wear your editor’s hat rather than be the creative writer.

Web 2.0 60

Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

JUNE 3, 2010

Learn to connect the dots – many times product managers and engineers have very deep knowledge about their products and the problems they can solve. Be a ruthless editor – business owners and product developers are passionate about their offerings. This will also lower the client’s fear of “you just don’t get it.”

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 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

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

OCTOBER 2, 2010

Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

MAY 11, 2010

Leave a Comment Previous post: The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation Next post: 7 Strategies for Using Content to Market Industrial Products FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 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

AUGUST 3, 2010

However, it is not so simple to measure customer engagement in situations with long sales cycles that’s commonplace with manufacturers, sellers of technical products and B2B consultative solution providers. For an eCommerce site that is easy, it is typically the value of transaction per visit.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 14, 2010

You can get more ideas from my earlier post, “7 Strategies for Using Content to Market Industrial Products.&# I’m glad that you found my article helpful. I can see how curating would appeal to you, given your education. Good luck in your day-to-day content marketing role in the manufacturing industry.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

SEPTEMBER 27, 2010

If nothing else, it makes the mobile sales force much much more productive. His comment to me was “This is fantastic! This is the kind of thing you lay in bed at night and wonder “how can i do that?&#

Social Media 60

Social Media Social Marketing Media Planning 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. Here you can add a link to your Home page or a product page. That will give you an idea of demand. Add a link to your privacy policy in the footer.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

AUGUST 24, 2010

You’d arm them with information about your products and how people use them. 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? You’d arm them with information about the marketplace.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60