Industrial Marketing Today

DECEMBER 1, 2011

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media. Myth: Our customers are only interested in product specs and datasheets.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

OCTOBER 25, 2011

In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline. “By Content marketing must attract the right people, persuade them to take action and drive your industrial sales.

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

AUGUST 20, 2010

For example, segment your products and services by application and/or industry. Lesson #3: Features are the benefits Your online marketing content may consist of images, videos, PowerPoint presentations, PDFs, white papers and pre-recorded webinars. Give them hardcore specifications typically found in product spec sheets.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 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. Here are the key takeaways from the webinar: Don’t confuse marketing activity with results. You need to rethink your business model first and fast.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

JUNE 22, 2011

One example would be inviting them to a webinar. 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 Ranking Lead Scoring Top of Funnel 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 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 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 29, 2010

In the Needs Awareness and Research stages (the first two stages of the industrial buying cycle ), buyers use a broad array of sources, including social media, webinars, e-newsletters, Google, Bing, Yahoo and vertical search engines like thomasnet.com and globalsepc.com.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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?

Sales Management 60

Sales Management Pricing Price Marketing Websites 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. Google Analytics may be all the power you need.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 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. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 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

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. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. I realize the above 5Rs may seem a bit daunting at first.

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

SEPTEMBER 27, 2010

Solution: Make more efficient use of tools like webinars and online meetings to bring together stakeholders who may be spread out all over the world. If nothing else, it makes the mobile sales force much much more productive. In today’s globalized world, geography and time zones are meaningless.

Social Media 60

Social Media Social Marketing Media Planning 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.&# webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Curation 60

Curation RSS Content Marketing Web 2.0 60

Industrial Marketing Today

MAY 11, 2011

Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content. He said, “…marketing services is very different from marketing products.

Thought Leadership 60

Thought Leadership Marketing Management Peer-to-peer Service 60

Industrial Marketing Today

OCTOBER 26, 2009

For example, fill out a form to download a white paper, register for a webinar, submit an order etc. 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.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 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.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

DECEMBER 15, 2011

Even though other marketing tactics like in-person events and webinars are still seen as the most effective tactics, this year blogs registered a 45% increase in “perceived effectiveness” as compared to the study done in 2010. ( Many of the manufacturers and industrial companies fall in the smaller size category. See chart below ).

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60

Industrial Marketing Today

AUGUST 24, 2010

You’d arm them with information about your products and how people use them. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. She said, “Treat your website as if you were hiring a six-figure salesperson.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60