Industrial Marketing Today

OCTOBER 20, 2011

Community members ask questions relevant to their needs, seek answers from others like them, users express their opinions and experiences with your industrial products, teach and learn from one another. By listening carefully they can get a much closer understanding of their customers, how they use and feel about their industrial products.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

DECEMBER 7, 2011

…fall back on tried-and-true marketing tactics that they have relied on for years. Smaller companies, those with less than 100 employees, tend to spend more on digital marketing tactics like Website design, e-mail marketing as well as traditional outbound marketing channels like direct mail.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

MARCH 17, 2011

The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focussed too much on you, your products or your company. However, at the end of the day, every manufacturer or distributor of industrial products wants to sell more widgets and not just publish more content.

Top of Funnel 60

Top of Funnel FAQ Case Studies Content 60

Industrial Marketing Today

AUGUST 26, 2011

These buyers are not looking to engage, they want complete product specifications. Inbound marketing requires prospects to be actively searching for products and solutions. Engineers usually refer to a list of approved vendors when they need to source industrial products. That is not always the case in the industrial sector.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

MARCH 3, 2012

It is difficult for these companies to shift their mindset to think like “publishers” when their entire library of content is strictly product-focused. SEO tactics vary widely in degree of execution difficulty. Pull key points out of Product Selection Guides and make them into short blog posts.

Trade Show 60

Trade Show B2B Thought Leadership FAQ Thought Leadership 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. Software as a Service (Saas) and technology companies use this lead nurturing tactic very effectively with their trial software. Some refer to this as “drip marketing.”.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

JUNE 22, 2012

I have had many conversations where I have heard the other person tell me that they’ve never had to actively market their products and services before. It leads marketers to rely too heavily on a specific and limited set of tactics, and also to place too much emphasis on the click as measurement of successful online advertising.”.

Top of Funnel 60

Top of Funnel BtoB Buying Cycle Advertising Funnels 60

Industrial Marketing Today

AUGUST 11, 2011

It is time to get out of your comfort zones and rethink your industrial marketing strategies and tactics if you want your company to survive and thrive. Driving interested visitors to your corporate Website, product and landing pages by weaving in links within your blog posts. Don’t look at your blog to be the primary lead generator.

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

JULY 1, 2011

The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011. Make it easier to weave in your product(s) within the text without making it too salesy. Demonstrate how others (their peers/your customers) are using your industrial product.

Peer-to-peer 60

Peer-to-peer Planning Marketing Analytics Tools CTR 60

Industrial Marketing Today

JUNE 11, 2011

What if you could combine the best of both these marketing tactics? On-site search engine optimization (SEO) is much easier to do by adding new posts using long tail keywords and deep linking to specific product pages within your company’s site. A blog is considered the cornerstone of an effective inbound marketing strategy.

Marketing Websites 60

Marketing Websites Ad Building Long Tail Marketing Cross-Selling 60

Industrial Marketing Today

NOVEMBER 28, 2010

Often these are related to the company’s applications, solutions and/or or product names. Mistake #3: Lack of off-site optimization tactics. Here I’m referring to SEO tactics that take place outside your Website. Since these tactics seem largely to be out of one’s control, they tend to be ignored by DiY SEOers.

Optimization 60

Optimization SEO Marketing Websites Keywords 60

Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. Long on details, short on fluff – The first thing an engineer wants to know about your product is, “Does it meet my design specifications?”

Relevance 60

Relevance Sales Qualified Leads Sales Leads Leads 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. He is the Founder & President of Tiecas, Inc. –

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

JUNE 1, 2011

Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge. They have found practical applications of QR codes and are not using them simply because it is the mobile marketing tactic du jour. What are QR codes?

Marketing Proposals 60

Marketing Proposals Comparison Mobile Marketing Communities 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. Describe or show (videos) how your products/services solve those problems. Here’s a quote from billionaire industrialist H.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

APRIL 14, 2012

I owe a big debt of gratitude to the late, great Steve Jobs and his innovative products. I learned my business in the early years by doing production work for other ad agencies and printers around town. If you think Apple charges a premium for its iPhones and iPads today, think again. Wow, we have all come a long way since then!

Paid Search Agency 60

Paid Search Agency Work Management Marketing Management Companies 60

Industrial Marketing Today

FEBRUARY 12, 2011

These are some more industrial and engineering blogs that I found and liked: Nikon Metrology – manufacturers of a full line of metrology products. It seems more and more industrial and engineering companies are beginning to accept and use blogging as an effective marketing tactic. CSC Scientific Blog – a blog about test equipment.

Co-Registration 60

Co-Registration Paid Search Agency Companies B to B 60

Industrial Marketing Today

OCTOBER 25, 2011

All this sounds great for content marketers but if you are a manufacturer or a distributor, you don’t want to be a content publisher, you want to sell more of your industrial products. Instead, I suggest that manufacturers and industrial companies take an integrated marketing approach with a good mix of both inbound and outbound tactics.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 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

JUNE 22, 2011

That is good advice and it is a proven tactic for inbound marketing. Track 2 should be for nurturing those prospects who meet your general demographics but have not scored high enough to receive content meant for the middle of the funnel such as case studies, application notes and product comparison guides.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

MARCH 23, 2011

Stick with “white hat” SEO tactics – ones that will genuinely attempt to provide useful and relevant information to your human readers in response to their search queries (See my earlier post, “3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites” ). Joe Pulizzi refers to this as his 80/20 rule.

Content 60

Content SEO CAN-SPAM Buzz 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.

CMS Development 60

CMS Development Marketing Websites Work Management 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. He is the Founder & President of Tiecas, Inc. –

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

JULY 16, 2012

They are the specifiers of your product. Another effective content marketing tactic is using Engineering and Evaluation Kits for lead nurturing. Scenario #2: You manufacture industrial components and parts used by OEMs. Design Engineers are the primary target of your content marketing.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 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

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 14, 2010

Setting aside emotions, the key takeaway is and I’m quoting Pragmatic Marketing here, “Ideally, you should use architecture to free yourself from the technical and refocus on how the product solves problems for buyers. Or as Adele would say, “Got a great product? Now that’s a[n] architecture I can believe! Get over it.&#

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 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). This was second only to downloading product data sheets. Have you struggled to answer that question? He is the Founder & President of Tiecas, Inc. –

Sales Management 60

Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

MAY 11, 2010

A vast majority of the survey respondents reported that outbound tactics outperformed inbound initiatives for generating qualified leads. Because of longer sales cycles, more promising opportunities are being lost since business conditions change at the other end and projects are put on hold indefinitely or being eliminated.

Sales Cycle 60

Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

NOVEMBER 5, 2010

Headquartered in Dallas, Texas, TI is a global company that develops analog, digital signal processing, RF and DLP® semiconductor technologies used in consumer and industrial electronics products. B2B marketing tactics to use right now.

Peer-to-peer 60

Peer-to-peer Social Marketing Paid Search Agency Content 60

Industrial Marketing Today

JUNE 29, 2010

It will help build a deeper one-on-one relationship based on credibility and trust instead of suspicion and friction caused by traditional push marketing tactics. Too often, marketers create new educational content based on internal triggers, such as a new product launch or the adoption of a new marketing strategy.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. Give them hardcore specifications typically found in product spec sheets. The first thing an engineer wants to know is do your products, parts and components meet his/her design specifications and standards?

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 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

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 27, 2010

Social media and online marketing have forced the traditional salesperson to change his/her tactics like the rest of us but have not made them expendable. However, to remain relevant, they do need to embrace and master today’s social media and digital marketing tactics. Leave your comments below.

Social Media 60

Social Media Social Marketing Media Planning 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. He is the Founder & President of Tiecas, Inc. –

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60