Industrial Marketing Today

MARCH 23, 2012

They are online doing a significant amount of their initial purchase-related research long before they will contact or engage with your sales team. Map out your sales process from the first point of contact to the RFQ and close. Determine your success criteria and who will be responsible for measuring and reporting.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

FEBRUARY 12, 2012

Lead nurturing is usually done by sending out helpful content to prospects and moves them from the top of the funnel (ToFU) to the bottom of the funnel (BoFU) where they are ready to make a purchase decision. Involved throughout the decision making process (just the position you want to be with lead nurturing).

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

MAY 26, 2010

The problem becomes more acute for the industrial sector because the industrial buy cycle can be a long and complex process that often involves multiple decision makers. 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

MAY 22, 2011

Forbes reports, 82% of executives have some kind of smartphone and nearly two-thirds indicated they’re comfortable making a business purchase on their mobile device. Gartner predicts mobile phones will overtake PCs as the most common Web access device worldwide by 2013. As with any marketing strategy, start with your target audience.

Mobile Marketing 60

Mobile Marketing Paid Search Agency Marketing Analytics Tools Planning 60

Industrial Marketing Today

SEPTEMBER 3, 2010

Passive reading of your content will not move the prospect along in his/her decision making process. A content audit is a process of mapping out the content you already have and matching it to the content you will need as determined by your marketing goals and/or new site map. He/she must take a desired action for that to happen.

Buying Cycle 60

Buying Cycle Buy Marketing Budget Web 2.0 60

Industrial Marketing Today

JULY 29, 2010

This tendency often neglects the other marketing channels that played a role in early stages of the purchase funnel. The “Mapping Marketing to the Transforming Buying Process,” report released by DemandGen Report revealed serious disconnects. Unfortunately, the answer is a big NO.

B2B Marketing 60

B2B Marketing Top of Funnel BtoB Peer-to-peer 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). We can only provide prices after a formal RFQ process 5. Have you struggled to answer that question? We could have conflicts with our channel partners 4.

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

JULY 7, 2011

Here are two examples; 1) KeepStock® solutions – MRO inventory management services and 2) Online Purchasing Solutions that are categorized by the buyer personas – the individual MRO professional, larger organizations that need to streamline their spending and ordering processes and large enterprises like a national retail chain that needs a full suite (..)

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

JULY 23, 2010

The key here is to serve up relevant content that matches the prospect’s state or stage on the decision making process. In complex industrial sales, researchers often do not have the authority to make the final purchase decision. One-size-fits-all site content will not help you engage. However, they do have a strong influence.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

MAY 5, 2010

Your prospects are at different stages of their decision making process when they visit your site. It must help your customers make the best use of their purchase. You can’t satisfy all of them with one-size-fits all content. That closes the loop in your content marketing cycle while minimizing loss of qualified leads.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JULY 1, 2010

There is a big difference between what B2B customers say they want and what really drives their purchasing decision. after they surveyed more than 1,200 purchasing decision makers in small, medium, and large companies throughout the United States and Western Europe who are responsible for buying high-tech products and services.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

AUGUST 24, 2010

The chart below shows how engineers and industrial buyers use the Internet in work-related purchases ( Source: 2010 GlobalSpec Industrial Buy Cycle Survey ). White papers continue to be very successful in generating registrations, especially in the early stages of the decision making process.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60