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

APRIL 22, 2010

Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. That business model works for a while but in the long-term, it fails badly.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

JUNE 8, 2010

Create and deliver useful information such as white papers, industry research and trends and how-to guides for selecting the right solution provider. You are well aware of the fact that the Internet has completely and permanently changed the way industrial buyers purchase technical products and services.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 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

JUNE 29, 2010

Use a social publishing site like scribd.com to gain a larger audience for your white papers. 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. This white paper aims to change that perception of them.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 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. Or do you want them to download a white paper? This white paper aims to change that perception of them. Lead them to it.

Business Blogging 60

Business Blogging Web 2.0 Long Tail Marketing Business 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

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. FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales. Get Engineers Can Sell white paper now.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 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

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. This white paper aims to change that perception of them.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

JUNE 22, 2011

Visitors who sign up to download your white papers, eBooks and other free content definitely grow your list of contacts but calling them leads without taking the next step is premature at best if not a costly mistake. They found your content interesting and valuable but are not likely to become customers ever.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 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. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 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. FREE Marketing Guides Engineers Can Sell™ White Paper: Most people are skeptical about associating engineers with sales.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 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 white paper aims to change that perception of them.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 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. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 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. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. 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

JULY 14, 2010

You can get more ideas from my earlier 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. This white paper aims to change that perception of them.

Curation 60

Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

JANUARY 25, 2012

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Buyers can easily find information about your products and that of your competition from their online research. Online product configurators.

Top of Funnel 60

Top of Funnel Buying Cycle Lead Ranking Digital Marketing Funnels 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. Pull key points out of Product Selection Guides and make them into short blog posts. Invite people to download the entire article or white paper (Lead generation).

Trade Show 60

Trade Show B2B Thought Leadership FAQ Thought Leadership 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

SEPTEMBER 27, 2010

If nothing else, it makes the mobile sales force much much more productive. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. 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 25, 2011

That’s why I say more power to the manufacturer if it can successfully use a B2C marketing tactic to help its customers select the right industrial product(s) quickly and easily. Applications like online color selectors and parametric part number builders are very popular with architects, engineers and specifiers of industrial products.

Tactics 60

Tactics Online Marketing B2B Thought Leadership Merchandising 60

Industrial Marketing Today

MARCH 29, 2011

You can make this content ungated (doesn’t require registration) to help visitors specify your products long after their first visit. For example, product catalogs, datasheets and application notes can be ungated. Add a big button to download your online catalog. Try to put this above the fold.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

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

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

FEBRUARY 21, 2011

Design engineers in particular are handling more projects and are under tremendous pressure to bring their designs and prototypes into production faster. Long on details, short on fluff – The first thing an engineer wants to know about your product is, “Does it meet my design specifications?” See below).

Relevance 60

Relevance Sales Qualified Leads Sales Leads 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. They have traditionally relied on their 4,000-page big red catalog with over 900,000 industrial supply products that is published once a year around February.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 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

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. This white paper aims to change that perception of them.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 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. Get Engineers Can Sell white paper now.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

APRIL 11, 2011

Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details. Industrial marketers, who use content that is light on product specifications and heavy on benefits, may have a difficult time engaging with engineers. It is easy to justify leaving the details to others.

Content 60

Content Marketing Proposals Case Studies Case Study 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

AUGUST 24, 2010

You’d arm them with information about your products and how people use them. White papers continue to be very successful in generating registrations, especially in the early stages of the decision making process. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60