Industrial Marketing Today

JANUARY 10, 2011

According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. Videos (48%) are the preferred content format over other digital tactics (podcasts, virtual conferences and e-books) by a wide margin.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

JANUARY 30, 2011

A poorly designed (layout and content) landing page can kill your lead conversion rate. Either way, there is a learning curve to optimizing your landing pages in order to increase your conversion rate. According to a report from SilverPop , “… up to 50 percent of visitors to landing pages will bail in the first eight seconds.”.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

JUNE 24, 2010

I’ve read several articles about the impending death of email marketing because of the steady decline in open and click-through rates (CTR). Including at least three social sharing options boosted the rate to 11.2% This long time staple has become the Rodney “No Respect&# Dangerfield of B2B and industrial marketing.

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

AUGUST 26, 2011

must meet a minimum Inlet Rating of ANSI Class 1500, an Outlet Rating of ANSI Class 300 and be capable of handling Operating Pressures up to 4000 psig and Temperatures up to 1000°F. For example, a Process Design Engineer is already aware that s/he needs an eletromatic ball valve that will provide overpressure protection.

Inbound Marketing 60

Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

FEBRUARY 12, 2012

Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their research studies: Reduced the number of marketing-generated leads ignored by sales to as low as 25%.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

OCTOBER 2, 2010

And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. According to SirrusDecisions research, the B2B buyer receives 20.3 email campaigns per week, up from 15.4 per week in 2006. However, there’s no denying the low cost of email marketing.

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

MAY 1, 2012

They are oblivious to the fact that more than 80% of their site visitors spend less than 10 seconds on their site or that their Bounce Rate is close to 90%. That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 26, 2011

First, you need to look beyond open and click-through rates from standard email tracking reports provided by your email service provider (ESP). Email marketing is an effective tactic for generating high-quality leads from an audience of engineering, industrial and technical professionals.

Lead Generation 60

Lead Generation Auto Responder Generation Marketing Analytics Tools 60

Industrial Marketing Today

OCTOBER 14, 2011

However, overall adoption rate of Inbound Marketing and Marketing Automation (MA) is still low among smaller manufacturers and industrial companies. In the past I’ve written about manufacturers such as Indium Corporation and Miller Electric Manufacturing Co. and their success stories of inbound marketing with content.

Inbound Marketing 60

Inbound Marketing Top of Funnel Marketing Automation Services Allocation 60

Industrial Marketing Today

MAY 22, 2012

The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast. I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth.

Advertising Channels 60

Advertising Channels Cable BtoB Distribution 60

Industrial Marketing Today

NOVEMBER 16, 2009

Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates. by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales? What is it?

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

OCTOBER 7, 2010

Opportunity win rate 31.3% To demonstrate lead scoring’s ROI, Eloqua conducted a study they looked at ten companies for six months before and after implementing lead scoring. The chart below shows the average improvement in key marketing metrics: Metric 6 months before 6 months after. Leads sent to sales 1,372 1,058.

Lead Ranking 60

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

DECEMBER 7, 2010

Raised win rates on marketing-generated leads by 7% and reduced “no decisions” by 6%. Additional research from Forrester , CSO Insights , Brian Carroll and Marketo demonstrates that lead nurturing does produce measurable results as follows: Reduced the number of marketing-generated leads ignored by sales to as low as 25%.

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

AUGUST 3, 2010

The most simplistic approach to evaluating customer engagement is to measure conversion rates. Involvement : Measured by tracking traffic to your site or your blog, Pageviews, bounce rates, New vs. Returning visitors and time on site. 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

JANUARY 14, 2011

According to Rick, the strategy has helped the company increase its inbound contact rate by 600%, and that the salespeople are very pleased with the quality of those leads. Our customers are engineers who love talking to engineers, so that’s what we’re giving them.”. The results speak for themselves.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

SEPTEMBER 21, 2011

Make sure online datasheets include ratings, classifications, sizes, operating ranges and material options for all your industrial products. As you repurpose and create new content, keep the focus on the engineer’s need to lower risk, increase security and remain in full compliance of various regulatory bodies here in the U.S. and globally.

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 1, 2011

Poor conversion rates and low ROI from e-mail marketing. I see too many marketers in the industrial sector that still use a “batch-and-blast” e-mail marketing strategy. There are significant hidden costs associated with irrelevant emails, including: High number of opt-outs leading to significant churn in your list. Personalized Content.

Relevance 60

Relevance List Brokers Opt-out Marketing Analytics Tools 60

Industrial Marketing Today

MAY 7, 2010

Here are some of the key findings from the study: Emerging Trends: 61% of the respondents (500 total) cited Driving Revenue as the most important success metric as compared to Sales Accepted Opportunities (40%), Qualified Leads (39%) with website visits and click-through rates trailing way at the back at 12% each.

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

JUNE 29, 2010

Let’s prove our point that branding is not an expense but an investment by showing them hardcore data like number of inquiries, market share gained, search engine rankings, cost per lead, number of times the CEO or the company is mentioned online and in the press, customer satisfaction ratings, revenue growth, incremental profits and stock prices.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

SEPTEMBER 13, 2010

White papers remain the most important content to get individuals to register with an 80% registration rate and 68% of white paper readers contacting a vendor or distributor for more information. White papers: Without a question, this continues to be the most effective content to build your in-house list.

Buying Cycle 60

Buying Cycle Marketing Automation Services Peer-to-peer Web 2.0 60

Industrial Marketing Today

JULY 6, 2010

It is only when you tie them together or translate features into benefits can you engage with your target audience and increase your success rate of closing the sale. To convert those prospects into customers, you must sell them on the benefits of the experience that they can expect. Share your thoughts by leaving a comment.

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

MAY 21, 2010

Pay attention to those details otherwise you will see a high number of people leaving your blog after visiting your home page, also known as bounce rate. Navigation and your calls to action play a major role in how your visitors interact with your blog.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

JULY 23, 2010

How do you engage engineers and technical buyers on your website and build deeper relationships and achieve higher conversion rates? Those punch lines and stereotypes may be amusing but they won’t really help you come up with an effective site redesign.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

OCTOBER 26, 2009

High bounce rate — is the percentage of single-page visits or visits in which the person left your site from the entry page. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors. Low conversion rate — is the percent of site visitors who take a desired and measurable action.

Traffic 60

Traffic Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

JULY 8, 2012

Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. Google defines bounce rate as “The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.” Anything over 60% is worrisome and you may have a leaky Website.

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

APRIL 26, 2011

However, many of these marketers are now experiencing declining open and click through rates. Otherwise you will continue to see declining open and click through rates, increasing number of opt outs and SPAM complaints. Email marketing has been a staple of industrial marketing for a long time. Not so fast!

Relevance 60

Relevance Marketing Management Marketing Automation Services Lead Ranking 60

Industrial Marketing Today

MARCH 11, 2011

Non-intrusive sensors measure flow with repeatability of +/- 5% at rates ranging from 0.001 to 300 GPM. Flow rate charts, dimensional drawings and CAD files. Your repurposed content says: Dual-rotor turbine flowmeter offers 1000:1 turndown, which is 5X greater than any existing single-rotor PD flowmeter.

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60

Industrial Marketing Today

JUNE 17, 2011

Show them how, with their help (lead scoring, qualifying, feedback), you can refine the process and deliver higher quality leads that improve their closing rate. Make a business case for content marketing being a sales enabler and that sales and marketing can work together as a team.

Paid Search Agency 60

Paid Search Agency Content Marketing Companies Marketing Budget 60

Industrial Marketing Today

JULY 1, 2010

The two most important factors in rating vendor performance were extensive knowledge of product/service features and overall sales experience. That was the key finding of a research study done by McKinsey & Co.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

DECEMBER 15, 2011

Even though the content marketing adoption rate for these companies is at an impressive 83%, I am surprised that it is even that high; the Manufacturing/ Processing industry (as defined in the report) is dead last among the six industries studied.

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60