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.

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Industrial Marketing Today

OCTOBER 20, 2011

Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. For a good example of this tactic, see Indium Corp.’s Building a community forum is one of the content marketing tactics that you can use to move industrial prospects and leads through their buy cycle.

Communities 60

Communities Paid Search Agency Peer-to-peer Companies 60

Industrial Marketing Today

SEPTEMBER 24, 2012

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

Industrial Marketing Today

AUGUST 26, 2011

Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. I suggest that manufacturers and industrial companies think more along the lines of an integrated marketing approach that has a good mix of both inbound and outbound tactics. I am interested in hearing your views.

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Industrial Marketing Today

JUNE 15, 2010

In all three instances, we brought additional value to the table by working together with the client and their in-house resources instead of fighting it. I am referring to updating, maintaining and sometimes marketing their industrial websites. Is that a good thing? He is the Founder & President of Tiecas, Inc. –

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CMS Development Marketing Websites Work Management Web 2.0 60

Industrial Marketing Today

JUNE 22, 2012

But how a buyer got your name in the first place is through the work of earlier exposures to your online marketing presence.”. It leads marketers to rely too heavily on a specific and limited set of tactics, and also to place too much emphasis on the click as measurement of successful online advertising.”.

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Industrial Marketing Today

NOVEMBER 28, 2010

Now, back to work. Mistake #3: Lack of off-site optimization tactics. Here I’m referring to SEO tactics that take place outside your Website. Since these tactics seem largely to be out of one’s control, they tend to be ignored by DiY SEOers. I hope you had a wonderful Thanksgiving weekend (here in the U.S.)

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Industrial Marketing Today

MAY 15, 2012

As I said at the very beginning of this post, email marketing and social media are not substitute industrial marketing tactics but they complement each other. It would be impossible to do lead nurturing or inbound marketing without email marketing and using social media alone. IMO, they both belong in an industrial marketer’s toolbox.

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Social Media Paid Search Agency Email Marketing Social Marketing 60

Industrial Marketing Today

FEBRUARY 21, 2011

And I have used some of these tactics to help my industrial clients make their content more relevant in engaging with their target audience and converting more of them into qualified sales leads. More how-to, less copy – Engineers and technical professionals prefer to see how things work instead of reading long descriptive prose about it.

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Industrial Marketing Today

APRIL 14, 2012

I learned my business in the early years by doing production work for other ad agencies and printers around town. Over the years, our business has grown more towards a mix of strategic marketing consulting along with go-to-market implementation of a full range of digital marketing tactics instead of offering creative services only.

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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. Email strategy: FreightCenter.com teamed up with email service provider Delivra to devise an email marketing strategy. He is the Founder & President of Tiecas, Inc. –

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Industrial Marketing Today

MAY 21, 2010

Stick to a posting schedule – Work out a posting schedule based on your workload and in-house resources. Use other marketing tactics like article marketing, press releases, forum commenting, social bookmarking and networking to generate high quality traffic to your business blog. He is the Founder & President of Tiecas, Inc. –

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Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

JUNE 22, 2011

That is good advice and it is a proven tactic for inbound marketing. Developing an effective scoring system requires marketing to work closely with sales. I’ve heard some of my manufacturing clients call their subscribers free content leads. However, I do have a problem with classifying these new subscribers as leads.

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Industrial Marketing Today

APRIL 3, 2011

Ready to use reports for planning preventive maintenance work without costly shutdowns. It is a combination of search optimization (SEO), development of relevant and engaging content, social media, PR and other outbound tactics that drive traffic back to the company’s Website. Assistance with regulatory compliance.

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Industrial Marketing Today

JUNE 1, 2011

Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. They have found practical applications of QR codes and are not using them simply because it is the mobile marketing tactic du jour. What are QR codes?

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Marketing Proposals Comparison Mobile Marketing Communities 60

Industrial Marketing Today

JUNE 8, 2010

If you feel stuck for ideas, you can type in the URL of your closest competitor’s website into the research tool, select website content and let Google do the work for you. My Take: This is the make or break step – “build it and they’ll come” doesn’t work anymore. What has worked for you?

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Industrial Marketing Today

SEPTEMBER 3, 2010

What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. He is the Founder & President of Tiecas, Inc. –

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Industrial Marketing Today

JUNE 3, 2010

It doesn’t matter whether you work for a corporate marketing department or the owner of a small business website. 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?

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Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

JANUARY 26, 2010

It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics. Consider hiring a coach or an SEO expert to work up a strategic plan that you can execute. So, what should you do to revamp or redesign your current website?

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

APRIL 22, 2010

That business model works for a while but in the long-term, it fails badly. For decades, business and management gurus have preached that manufacturers should focus on core competencies and innovate to remain competitive in a global market. Non-core functions such as sales and distribution should be outsourced.

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Industrial Marketing Today

JULY 29, 2009

What’s working for you? So, I’m leaning more towards Seth’s point of view. Take a look at this video and decide for yourself. After all, when Seth Godin speaks, people listen. Leave me your comments below. He is the Founder & President of Tiecas, Inc. –

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Industrial Marketing Today

AUGUST 20, 2010

Sure, they are human beings like the rest of us but they have very different emotional triggers and needs when it comes to making work-related decisions. Here are my top five industrial marketing lessons: Lesson #1: Save them time Most engineers, especially design engineers are already overloaded with work.

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Industrial Marketing Today

MAY 14, 2010

You can see a working example on my client, Schulte Building Systems’ site. Your readers may, in addition to these very specific tactical steps, wish to know a little about the background theory behind Inbound Marketing and Marketing Automation, what we call Inbound Marketing Automation. He is the Founder & President of Tiecas, Inc. –

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Industrial Marketing Today

NOVEMBER 14, 2010

To apply that quote in his work, Dr. Norr says, “ Once I understand a customer’s pain, I can point out how specifically my expertise can eliminate that pain. The discontent begins to rise in how the two sides view each other’s priorities, tactics and roles. So far so good.

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Advertising Agencies Paid Search Agency Work Management CMO 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. You’ll receive your first issue immediately even if it is 2:00AM on a weekend. He is the Founder & President of Tiecas, Inc. –

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

JULY 6, 2010

According to Professor Marks, it is quite simple to use his Product Analysis Worksheet and this is how it works: There are four basic layers – features, advantages, motives and benefits. The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D.,

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Industrial Marketing Today

JUNE 12, 2010

So the pricing page is working to some degree in eliminating prospects who decide strictly on price. You can see an example of B2B web design prices from my company’s online marketing division’s website. My web analytics indicate that not all visitors that land on the pricing page also click on Web design RFQ or Contact Us links.

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Industrial Marketing Today

JULY 14, 2010

BTW, this post is a working example of content curation. A lot of critics seem to think it’s the lazy way out – but good curation is hard work, and as Ann Handley says, sifting through the huge mountain of information to pick out the best stuff is really valuable to people. Where do you stand on this debate?

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Industrial Marketing Today

JULY 20, 2010

Working in small teams, the fifth graders first engaged in what creativity theorist Donald Treffinger describes as fact-finding. Then, problem-finding — anticipating all potential pitfalls so their designs are more likely to work. The students had four weeks to design proposals. How does sound travel through materials?

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Industrial Marketing Today

JULY 23, 2010

It takes extensive knowledge, expertise, experience and a lot of detailed work in order for your website to be ranked high for specific keywords and phrases in Google and other major search engines. That depends, see my earlier post, Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog. And yes, it does cost money.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

DECEMBER 15, 2011

What is encouraging though is the fact that 68% of companies with 10 – 99 employees maintain a blog as compared to only 55% for larger companies that employ this content marketing tactic. I am working right now on creating a new blog site for a manufacturing client that is scheduled to launch in mid Q1 2012. See chart below ).

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Industrial Marketing Today

AUGUST 24, 2010

The chart below shows how engineers and industrial buyers use the Internet in work-related purchases ( Source: 2010 GlobalSpec Industrial Buy Cycle Survey ). Grow your in-house list by implementing a lead generation tactic. You’d arm them with information about your products and how people use them.

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