Industrial Marketing Today

DECEMBER 3, 2014

You may be wondering why you need to spend the time and effort in creating an industrial marketing strategy when you already know the problem – not enough quality leads generated from your current website. I hope you have already started planning your industrial marketing strategy for 2015. It would be easy to dive right into [.]

Planning 60

Planning Marketing Strategy Marketing & Strategy Lead Generation 60

Industrial Marketing Today

SEPTEMBER 17, 2012

The same survey also found that 42 percent of these companies have increased their budgets for digital marketing in 2012 and 47 percent of the respondents spend more than a third of their overall marketing budgets online. You shouldn’t expect a marketing consultant to spend his/her time doing an in-depth marketing assessment for you for free.

Cost 60

Cost Planning Marketing Budget Creation Marketing Budget 60

Industrial Marketing Today

OCTOBER 29, 2013

Marketing automation technology is one of the areas where B2B marketers will increase spending in 2014 according to an article I read in the September 16 issue of BtoB Magazine. [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Lead Generation 60

Lead Generation Marketing Automation Automation BtoB 60

Industrial Marketing Today

DECEMBER 7, 2011

B2B companies are spending more of their marketing budgets on channels such as trade shows, Website design, management and optimization and e-mail marketing. Not surprisingly, they tend to spend less on trade shows. …fall back on tried-and-true marketing tactics that they have relied on for years.

B2B Marketing 60

B2B Marketing Trade Show Allocation B2B 60

Industrial Marketing Today

APRIL 26, 2010

Junta42 reported that for the third straight year, marketers are planning to spend significantly more on their content marketing efforts. For 2010, approximately six in 10 marketing professionals surveyed plan to increase their spending on content initiatives. How are you using content marketing in your B2B marketing?

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 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%. I make that recommendation based on experience from helping clients who call me after spending thousands of dollars on their websites with very little to show in return.

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

MARCH 23, 2012

We didn’t want to spend too much money so we hired an offshore programmer from a freelance site to design our company’s website. I am not suggesting that you dive right into a site redesign or spend a bunch of money and expect the site to magically produce results. Source: 2011 GlobalSpec Economic Outlook Survey).

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

MAY 7, 2010

Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. However, the role of B2B marketers is changing and evolving more into revenue generation.

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

NOVEMBER 10, 2011

Sales spend less time on prospecting and chasing down elusive leads. On the contrary, it makes them more productive by providing valuable insight into the lead. See my earlier post, “Inbound Marketing Must Set the Table for Industrial Sales.”.

Sales Qualified Leads 60

Sales Qualified Leads Content Marketing Leads Lead 60

Industrial Marketing Today

AUGUST 27, 2012

Your online content should help your sales team engage in more meaningful conversations with fully qualified leads instead of spending their time in pre-qualifying and prospecting (See Inbound Marketing Must Set the Table for Industrial Sales ). (See Industrial Marketing Content that Helps Buyers ).

RFP 60

RFP Peer-to-peer High Quality Lead Lead Scoring 60

Industrial Marketing Today

JUNE 5, 2012

Their efforts are limited to spending some money on SEO and PPC to drive traffic to their websites. Not that I’m complaining, this gap means more business opportunities for me as an industrial marketing consultant. Some of them are filling the top of their sales funnel but the pipeline of qualified sales opportunities is running dry.

Top of Funnel 60

Top of Funnel Content Marketing Planning Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 2, 2012

We don’t want to spend too much money again. Let me explain by using my personal experience. I’ve had people call me and start the conversation by saying, “We’ve spent a lot of money on a site redesign but it hasn’t produced any leads. What can you do for us?”.

Design 60

Design Wikipedia Content Sales Qualified Leads 60

Industrial Marketing Today

JANUARY 18, 2012

You may be questioning the need to spend the money on a website evaluation when you already know you need a redesign. A comprehensive assessment of your current site is very different from freebie site audits that are usually used as bait for getting website redesign projects. And yes a good website audit will cost you money.

Marketing Websites 60

Marketing Websites CMS Development High Quality Lead Top of Funnel 60

Industrial Marketing Today

AUGUST 1, 2012

In desperation, they start looking for a quick “Band-Aid” fix for their lead generation problems while spending as little as possible since budgets are tight or non-existent. In short, they are now looking for Cheap Miracles or may be, Industrial Marketing Made in China.

Tactics 60

Tactics Planning Paid Search Agency High Quality Lead 60

Industrial Marketing Today

AUGUST 11, 2011

Entering new markets (49%) is cited as one of the top three areas where manufacturers and industrial companies will be spending more time and effort in 2011. That is an important and sometimes painful lesson that many manufacturers have learned over the past couple of years. Source: 2011 Economic Outlook Survey by GlobalSpec.).

Word of Mouth 60

Word of Mouth Telemarketing Paid Search Agency Sales Qualified Leads 60

Industrial Marketing Today

DECEMBER 1, 2011

Site visitors will quickly scan through your content to determine relevance and if they should spend their time reading more. Truth: Optimized content is how your target audience finds you when searching for solutions to their problems. That’s why headlines, subheads and bullets play such an important role in online content.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JUNE 15, 2010

The client uses their in-house resources to regularly update the site content without spending more money on our professional marketing services. We converted several of their PowerPoint files into online Flash presentations to highlight the primary benefits and features of their software suite.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

JULY 16, 2012

In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

OCTOBER 1, 2011

Sales is most productive when they spend bulk of their time engaging with leads in meaningful dialogs instead of sparring and posturing with them. Some of the more middle of the funnel functions are better suited for marketing automation. This doesn’t mean sales gets off lightly with a small part to play in inbound marketing.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Scoring 60

Industrial Marketing Today

SEPTEMBER 20, 2010

People in sales are not very interested in spending time nurturing suspects and prospects, that’s marketing’s job. Don’t spend all your time and resources crafting lead generating offers (white papers, webinars, online demos etc.). They want better qualified and sales-ready leads.

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

NOVEMBER 5, 2010

People spend an average of 4.21 Share stories regarding engineering innovations on TI’s community forum. Results: (as of March 2009). 176K Conversions: 151K video views and the 25K “further actions” people took from the landing page to other areas on ti.com. Here’s the Thank an Engineer video for GPS.

Peer-to-peer 60

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

Industrial Marketing Today

OCTOBER 17, 2010

I did some online research to find a solution that wouldn’t require my client to spend a lot of money on additional tracking software and/or training his internal sales and marketing team. While researching the problem, I found that there was a real need for easy integration of web analytics with email marketing.

Marketing Analytics Tools 60

Marketing Analytics Tools Lead Generation Analytics Google 60

Industrial Marketing Today

APRIL 21, 2010

Instead of spending most of their marketing budget on traditional industrial marketing channels like trade shows or direct mail, Vico produces webinars and creates content that site visitors download and others link to.

Budget Programs 60

Budget Programs Education Marketing Budget Lead Scoring 60

Industrial Marketing Today

AUGUST 10, 2010

Spend 80% of your time writing engaging content and the rest of your time on optimizing your blog. Now that you have a better idea of optimizing your WordPress blog to attract traffic, don’t forget, it is your content that will create fans and convert them into customers. Search engines don’t convert, people do.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

JULY 7, 2011

They have built their own online community called SupplyLink.

Enterprise Management 60

Enterprise Management Effectiveness Content Marketing Marketing Management 60

Industrial Marketing Today

JUNE 24, 2010

The main takeaways I got from the report were: E-mail is the most frequently used online marketing tactic with 65% of manufacturers using in-house lists and 16% using rented or purchased lists 68% of companies plan to increase spending on social media in 2010 with LinkedIn and Facebook as the most popular social media applications currently being used (..)

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

SEPTEMBER 13, 2010

You should spend considerable amount of time in planning your strategy for effective lead scoring. You would be wasting a lot of time and resources unless and until that happens because passive reading will not move your prospects to the next stage of the buy cycle. Not every action needs to be scored.

Buying Cycle 60

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

Industrial Marketing Today

AUGUST 20, 2010

Don’t force them to spend extra time or use multiple clicks because of a non-intuitive navigation scheme. For example, segment your products and services by application and/or industry. Engineers are accustomed to this approach from their frequent use of industry vertical search engines like ThomasNet and GlobalSpec.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JULY 6, 2010

Here’s an example, let’s say your target audience is engineers, instead of writing “our valves are manufactured to world-class standards and continue to operate trouble free in the harshest of operating conditions,” you can simply say “Manufactured to ASME Code standards, designed to handle up to 300 psig and 415°F.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JUNE 3, 2010

You spend countless hours, weeks and months working with the site designers developing site maps, wireframes and mock ups – but content? Is your website redesign project on hold waiting for marketing to deliver content? If so, you know the frustration. It is relegated to the bottom of the totem pole of deliverables.

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 27, 2010

The salesperson may have to spend a lot of time re-educating the customer and correcting misunderstandings Customers are prisoners of their own experiences (we all are). Dave Brock in his post makes the most compelling case for the evolving role of today’s salesperson.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

APRIL 26, 2011

Before you dive into the deep end of dynamic content, you need to spend some time planning three important things. Many of these solutions also integrate well with popular Customer Relationship Management (CRM) applications like Salesforce and Microsoft Dynamics CRM. How to include dynamic content in emails?

Relevance 60

Relevance Marketing Management Marketing Automation Services Lead Ranking 60

Industrial Marketing Today

AUGUST 24, 2010

The sad truth is that most of these problems can be easily fixed without spending too much money and could produce dramatic results from your website. Common problems with industrial websites I see many problems that seem to be common to many industrial websites either created by in-house people and/or professional web designers.

Marketing Websites 60

Marketing Websites Marketing Budget Buying Cycle Web 2.0 60

Industrial Marketing Today

DECEMBER 15, 2011

CMI’s report also found that 60% of respondents intent to increase their spending on content marketing in 2012. The use of videos in content marketing is on the rise and this is reflected in the increase in the use of YouTube as a distribution channel.

Paid Search Agency 60

Paid Search Agency Trends Content Marketing Companies 60