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Industrial Marketing Today

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Lead Generation: What’s Working – Tactics, Budgets and Preferences

Industrial Marketing Today

Summer is a good time to look back at what has worked for lead generation and compare yourself with your peers as you plan for the second half of the year. Here are the results from a survey of 1,530 B2B marketers during this year’s B2B Benchmark Study to find what works in online and offline marketing.

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How do Engineers Use Content in Their Buying Decision?

Industrial Marketing Today

Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target audience. However, have you ever asked yourself the question, “how do engineers use content?”

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Industrial Companies Underuse the One Social Media Tactic with Proven ROI

Industrial Marketing Today

I’ve read two different survey studies about how companies within the industrial sector use or plan to use social media. Depending on which study you read, the results can be confusing. The one statistic that stood out for me and is consistent in both these studies is that company blogs rated low for usage across the board.

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Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

It was reassuring then when the findings from Machine Builder Research and Buying Study 2011 done by Control Design mirrored what I’ve been hearing from my industrial clients. BTW, I found out about the study from a discussion posted on a LinkedIn group called Automation & Control Engineering. This one left me scratching my head.

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Can Digital Marketing Make the Phone Ring for Industrial Companies?

Industrial Marketing Today

I firmly believe that complex industrial sales require both sales and marketing to work together. Read Inbound Marketing Must Set the Table for Industrial Sales for ideas on how to get sales and marketing to work together. Let me make it clear from the outset, this post is not about sales vs. marketing.

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Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

These work best for middle of the sales funnel (MoFU). Case studies and testimonials for proof of performance. Project galleries with photos that have informative captions describing the work done, size and the location of each project.

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Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

This has worked great in the past but the Internet and digital marketing have changed how that process works today. One thing is certain; “business as usual” is not working in the industrial sector. Here are three quotes from well-known sources to validate my claim in case you have doubts about my statement.

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