Industrial Marketing Today

MAY 13, 2016

I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. Industrial marketing precedes industrial sales. That is the reality today. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish.

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Industrial Marketing Today

APRIL 21, 2016

Marketing to engineers is challenging, but manufacturers, distributors and engineering services companies cannot shy away from it because engineers make up the bulk of their target audience. Engineers regardless of their experience are concerned with keeping their skills current and their technology knowledge up to date.

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Industrial Marketing Today

NOVEMBER 2, 2015

Manufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. This is only a content summary.

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Industrial Marketing Today

JULY 16, 2012

Scenario #1: You sell complex engineering services or you are a manufacturer of industrial equipment that requires big-ticket capital investment. The EPC company relies on its field service people to provide vital information about your equipment’s reliability, ease of maintenance and availability of spare parts.

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Industrial Marketing Today

AUGUST 11, 2014

to market your industrial company, its products and services, then you need to understand the importance of the age gap and its impact on digital media usage. If you are using digital marketing (You are, arent you?) Im sure you have read many of the dire headlines about the critical skills gap in the industrial [.]

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Industrial Marketing Today

OCTOBER 9, 2012

Application notes and articles for more in-depth technical content (See my post, Thought Leadership: Marketing Engineering Services with Technical Articles ). Videos that tell a complete story about the company and short ones that show services and equipment capabilities. Webinars for middle to late stage lead nurturing content.

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Industrial Marketing Today

OCTOBER 1, 2012

It should help you shift the focus from writing about your products and services to how you help your customers solve their challenges. This step of the strategy development is much more than just building a list of topics to blog about. One way to prevent falling back on talking about yourself is to keep asking “So what?”

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Industrial Marketing Today

SEPTEMBER 24, 2012

I call it the critical “last mile service.” Are you a manufacturer, a distributor or an engineering services company? This is why phone conversations are critical to the success of industrial sales. Share your challenges and successes using digital marketing for lead generation and increasing sales.

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Lead Ranking Marketing Qualified Leads Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

NOVEMBER 10, 2011

Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. I call it the critical “last mile service.”. It is true that industrial buyers are more in charge of the buying process today than ever before.

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Industrial Marketing Today

AUGUST 16, 2011

I found quite a few small manufacturers that offer precision CNC machining and fabrication services to large OEMs in a variety of industries. Many of these manufacturers offer complete turnkey solutions for manufactured and assembled products and offer value added services like engineering, supply chain management, and logistics.

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Industrial Marketing Today

OCTOBER 17, 2010

Many email service providers (ESPs) allow easy integration of Google Analytics with their email creation and tracking service. I chose Benchmark Email (affiliate link) which was very similar to his existing service provider but offered some nice extras. However, my client wasn’t inclined to do all that extra manual work.

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Industrial Marketing Today

APRIL 14, 2012

Over the years, Tiecas began to offer more media planning, design and production of marketing collateral, four-color and prepress services. We became a full-service integrated marketing communications firm. The company was incorporated in 1994 and was rebranded as just Tiecas, Inc.

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Industrial Marketing Today

AUGUST 1, 2011

However, have we gone too soft with content marketing when it comes to selling industrial products and services? At the end of the day, every content marketer must help sell more industrial products and services. These are all great at soft selling without irritating the customer. No complaints there. It is as simple as that.

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Industrial Marketing Today

JULY 2, 2012

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. Comparing these offerings is a topic for another blog post in the future.

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Lead Ranking Top of Funnel Sales Qualified Leads Buying Cycle 60

Industrial Marketing Today

JULY 18, 2011

Those are some of the findings from ThomasNet’s Industry Market Barometer™ (IMB) which is a semi-annual survey of buyers and sellers of industrial products and services. Optimists are companies from the industrial sector that expect growth to happen by June 2011 even if their sales were flat or declined in the last half of 2010.

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Industrial Marketing Today

JULY 12, 2011

However, if you are a manufacturer or an industrial services company, ask yourself this question, why would anyone buy your products or services if they don’t know they have a problem? Nobody buys product features, they want solutions. That’s marketing 101, right? I get that.

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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. Finally, business is a cobweb of human relationships. ”.

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Industrial Marketing Today

DECEMBER 22, 2011

Thought Leadership: Marketing Engineering Services with Technical Articles. Unlike David Letterman’s Top Ten list; my industrial marketing blog posts are listed in decreasing order of popularity. And now for the drum roll please…. Innovative Uses of QR Codes by the AEC Industry. B2B Lead Generation without Lead Nurturing is Doomed to Fail.

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Industrial Marketing Today

JULY 7, 2011

Content under the Services tab is packed with customer-centric content all geared to help their customers harness the power of the Internet to make their own businesses more efficient.

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Industrial Marketing Today

NOVEMBER 22, 2011

Baker, a highly decorated officer now retired from the NYPD Emergency Service Unit. Baker Ballistics, LLC in Lancaster, PA was started in the aftermath of the 9/11 attacks in New York City, by Lt. Click here to view the embedded video.

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Industrial Marketing Today

FEBRUARY 7, 2011

Text describing their services is almost 100% focused on the company – packed with we and our with a rare mention of you or yours. Here’s what I’m talking about: Everyone of them either uses Business Units or Markets in their main navigation to list the industries they serve (they all serve similar ones).

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Industrial Marketing Today

FEBRUARY 7, 2011

Text describing their services is almost 100% focused on the company – packed with we and our with a rare mention of you or yours. Here’s what I’m talking about: Everyone of them either uses Business Units or Markets in their main navigation to list the industries they serve (they all serve similar ones).

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Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

JUNE 15, 2010

I make my living providing marketing services including designing and marketing industrial websites. The client uses their in-house resources to regularly update the site content without spending more money on our professional marketing services. I am referring to updating, maintaining and sometimes marketing their industrial websites.

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Industrial Marketing Today

FEBRUARY 25, 2011

I did find some awesome videos from the SmithGroup , an architecture, engineering, interiors and planning firm and their sister company JJR , which provides landscape architecture, planning, urban design, civil engineering and environmental science services. You can view the videos on their YouTube channel.

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Industrial Marketing Today

DECEMBER 7, 2011

I read an interesting article about regional manufacturing shows that bring together engineers and buyers from OEMs and regional sources for design, prototypes, forming, fabricating, machining, finishing, assembly and electronic manufacturing services all under one roof.

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Industrial Marketing Today

SEPTEMBER 3, 2010

They are: Buyer Personas – deep insights on the people who buy your products and services Buying Process – the steps buyers go through to acquire your products and services Buyer personas go a lot deeper than just demographics. Are your company, products and services visible in various online channels used across the stages?

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Industrial Marketing Today

MARCH 3, 2012

You may want to check out my company’s industrial blog set up and content creation service. How often do you post new content? Need help creating your own inbound content marketing hub?

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Industrial Marketing Today

FEBRUARY 12, 2012

Software as a Service (Saas) and technology companies use this lead nurturing tactic very effectively with their trial software. After the initial sign up and/or a free needs assessment analysis, qualified leads buy an evaluation kit at a low, introductory price or are given free engineering kits.

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Industrial Marketing Today

AUGUST 27, 2012

Create a digital self-service center if you are having trouble generating high quality leads from your industrial website (See Is Your Industrial Website Leaking Leads? ). Read my post, The Real Value of Content Marketing for Industrial Companies for a better understanding of the value of digital marketing.

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Industrial Marketing Today

AUGUST 20, 2012

I agree that SEO is a very important goal of content marketing; after all, your website needs to be found by the right people when they are searching for industrial products and services that you provide. However, your industrial marketing content must do a lot more than just SEO. Why do I say that?

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Industrial Marketing Today

SEPTEMBER 6, 2011

In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. Blog sites as inbound marketing hubs.

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Industrial Marketing Today

OCTOBER 2, 2010

Email strategy: FreightCenter.com teamed up with email service provider Delivra to devise an email marketing strategy. Email strategy: Milwaukee Tool worked with email service provider (ESP) ExactTarget in developing an aggressive email campaign containing links to product videos.

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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. Industrial companies are having a difficult time adjusting their mindset to the new realities of buyer behavior. They are accustomed to customers calling them for RFQs/RFPs.

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Industrial Marketing Today

MAY 1, 2012

Get found early and often in search engines, attract traffic that is relevant to your industrial products and services, and the content will persuade them to take action. Good inbound marketing with content will solve the complete puzzle. That’s a proven marketing strategy for converting site traffic into high quality leads.

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Industrial Marketing Today

JULY 6, 2010

Features: attributes that products or services have. As you can see from the two techniques discussed here, features only tell your prospects about the attributes of your product and services. However, this is the exception and not the rule and is typically used in product specification or data sheets.

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Industrial Marketing Today

MARCH 12, 2012

You may want to check out my company’s industrial blog set up and content creation service. What has been your experience with launching, maintaining and producing leads from it? Need help creating your own inbound content marketing hub?

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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). However, it does require you to think about emails somewhat differently. You need an easy way to monitor site interactions after you send out an email.

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