Industrial Marketing Today

JANUARY 10, 2011

Other noteworthy exceptions include: While manufacturers use white papers, case studies, eNewsletters and webinars at similar rates as other marketers, they consider them more effective – White papers: 62% vs. 50%; Case Studies: 64% vs. 53%; eNewsletters: 63% vs. 55% and Webinars: 64% vs. 56%.

Video Marketing 60

Video Marketing Content Marketing Co-Registration High Quality Lead 60

Industrial Marketing Today

JANUARY 30, 2011

I learned some advanced landing page optimization tactics from attending a webinar that was presented by Dr. McGlaughlin and sponsored by Brian Carroll, CEO of InTouch. Here’s the presentation from SlideShare: View the recorded webinar. Increasing, or “dialing up” friction, creates increased lead quality.

Landing Pages 60

Landing Pages Lead Generation Sales Qualified Leads Lead Scoring 60

Industrial Marketing Today

NOVEMBER 9, 2010

on demand webinar). From Marketo : Lead Scoring Success Kit. Lead Scoring Cheat Sheet. Best Practices in Lead Scoring. Using Lead Nurturing and Scoring to Deliver More and Higher-Quality Leads. (on B2B Marketing Blog > Lead Scoring. From LeadLife : Forget the ABC’s of Lead Scoring. Lead Scoring: A Preparation Checklist.

Lead Scoring 60

Lead Scoring Lead Ranking Resources Marketing Automation Services 60

Industrial Marketing Today

OCTOBER 9, 2012

Webinars for middle to late stage lead nurturing content. Blog posts to highlight knowledge of the subject matter(s), create thought leadership and provide direct interaction between readers and in-house experts such as engineers. Videos that tell a complete story about the company and short ones that show services and equipment capabilities.

Top of Funnel 60

Top of Funnel Differentiation Lead Scoring Lead Ranking 60

Industrial Marketing Today

AUGUST 10, 2012

68% of these companies will increase spending on Webinars in 2012, making it the top channel where industrial companies will increase spending. Here are some other key findings from their report: 83% of the companies expect their sales to increase in 2012 and 35% of them are spending more on marketing in 2012 than they did in 2011.

Planning 60

Planning Marketing Budget Creation PR Paid Search Agency 60

Industrial Marketing Today

MAY 7, 2012

Instead of expecting your site visitors to fill out an RFQ form, get them to sign up for a webinar, download a case study or a whitepaper. Consider these suggestions then to overcome the hurdle – change the purpose of your content marketing from conversion to action. What am I talking about?

Content Marketing 60

Content Marketing Planning Content Sales Qualified Leads 60

Industrial Marketing Today

JULY 23, 2010

Build a library of various content assets such as published articles, white papers, online demos, webinars, videos, technical specifications, datasheets, case studies and customer testimonials. Don’t ignore social media’s ability to quickly announce new blog posts, articles, webinars and events.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JULY 9, 2010

For the answer to that question, I went to the “The 9 Metrics Every Marketer Must Track” webinar by Megan Heuer, Research Director, SiriusDecisions and Craig Rosenberg , Vice President, Products & Services, Tippit. Here are the key takeaways from the webinar: Don’t confuse marketing activity with results.

Marketing Automation Services 60

Marketing Automation Services Lead Ranking Marketing Qualified Leads Marketing Automation 60

Industrial Marketing Today

APRIL 21, 2011

Persuade them to either visit your Web site to learn more, download a white paper or sign up for a webinar. Just like a good film editor, your job is to slice and dice the copy until it is transformed into a compelling story – one that will move your readers into taking action.

Peer-to-peer 60

Peer-to-peer Copywriting Content Work Management 60

Industrial Marketing Today

OCTOBER 25, 2011

In creating informational, educational and actionable content in the form of white papers and webinars, marketers can effectively lure early-stage buyers into their sales pipeline. “By

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JUNE 22, 2011

One example would be inviting them to a webinar. Track 1 should be for those prospects that you believe are good early stage non-SQL leads. Send them valuable content that will help to move them to the next step until they are sales ready.

Sales Qualified Leads 60

Sales Qualified Leads Lead Scoring Lead Ranking Top of Funnel 60

Industrial Marketing Today

DECEMBER 1, 2011

It also includes downloadable whitepapers, eBooks, product datasheets, application notes, technical articles, how-to and best practices guides, FAQs, videos, webinars, podcasts, presentation slides, blog posts and content for use in social media. Truth: That’s just the tip of the iceberg! Myth: Nobody reads all that content.

SIC 60

SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

MARCH 29, 2011

Subsequent content such as online demos, samples, product configurators and webinars should ask for more information (progressive profiling). Technical articles, white papers and case studies would require basic registration information – name, company name and email address.

Marketing Websites 60

Marketing Websites Web 2.0 Sales Qualified Leads Lead Nurturing 60

Industrial Marketing Today

MAY 26, 2010

Here are some stats, results and recommendations that I found very useful: In the Needs Awareness and Research stages, buyers use a broad array of sources, including social media, Webinars, e-newsletters, search engines and [vertical search engines like] GlobalSpec.

Buying Cycle 60

Buying Cycle Buy Web 2.0 Allocation 60

Industrial Marketing Today

MAY 5, 2010

Move them from awareness to inquiry – get the prospect to sign up for a webinar. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. A white paper would fit the bill nicely here.

Sales Cycle 60

Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JUNE 29, 2010

In the Needs Awareness and Research stages (the first two stages of the industrial buying cycle ), buyers use a broad array of sources, including social media, webinars, e-newsletters, Google, Bing, Yahoo and vertical search engines like thomasnet.com and globalsepc.com.

Relevance 60

Relevance B2B Marketing Web 2.0 Brand Identity 60

Industrial Marketing Today

DECEMBER 7, 2010

It is not just about posting a bunch of white papers, case studies, online demos and webinars on your website and hoping that someone will download and read. Fully 95% of your leads are like harvested green bananas, and, off the top, your sales team needs only the other 5%, those that are ripe.”. How do you nurture leads?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

AUGUST 3, 2010

I don’t mean to suggest that you should ignore other channels of customer engagement such as your email opens, click-throughs, landing page hits, webinar sign-ups and Contact Us forms. Google Analytics may be all the power you need.

B2B 60

B2B Marketing Analytics Tools Web 2.0 Buying Cycle 60

Industrial Marketing Today

MAY 26, 2011

You can add text messages, full contact information, links to your social media profile, YouTube videos and invitations to webinars and events. A QR code can hold a lot more information than just a simple URL. For better conversion, don’t drive all your traffic from QR codes to your Home page.

Product 60

Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

SEPTEMBER 20, 2010

Don’t spend all your time and resources crafting lead generating offers (white papers, webinars, online demos etc.). webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing. How do you drive more traffic?

Lead Generation 60

Lead Generation Business Blogging Lead Scoring Lead Ranking 60

Industrial Marketing Today

AUGUST 20, 2010

Lesson #3: Features are the benefits Your online marketing content may consist of images, videos, PowerPoint presentations, PDFs, white papers and pre-recorded webinars. Don’t force them to spend extra time or use multiple clicks because of a non-intuitive navigation scheme.

Web 2.0 60

Web 2.0 Planning Buying Cycle Lead Scoring 60

Industrial Marketing Today

JUNE 8, 2010

After you register, edit your profile to add a link back to your site or a landing page to download a free white paper or register for a webinar. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Buying Cycle 60

Buying Cycle Buy Work Management Marketing Management 60

Industrial Marketing Today

APRIL 28, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Web 2.0 60

Web 2.0 Privacy Policies Buying Cycle RSS 60

Industrial Marketing Today

SEPTEMBER 29, 2009

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Small Business Marketing 60

Small Business Marketing Blogger Web 2.0 Tips 60

Industrial Marketing Today

APRIL 22, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Distribution 60

Distribution Web 2.0 Lead Ranking Privacy Policies 60

Industrial Marketing Today

APRIL 20, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Social Media 60

Social Media Social Marketing B2B Marketing Web 2.0 60

Industrial Marketing Today

JULY 29, 2009

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Social Networks 60

Social Networks Lead Scoring Lead Ranking Web 2.0 60

Industrial Marketing Today

AUGUST 17, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Solution: Make more efficient use of tools like webinars and online meetings to bring together stakeholders who may be spread out all over the world. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Social Media 60

Social Media Social Marketing Media Planning 60

Industrial Marketing Today

MAY 18, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

B2B Marketing 60

B2B Marketing Web 2.0 Planning Demand Generation Agencies 60

Industrial Marketing Today

MAY 7, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Lead Generation 60

Lead Generation Sales Qualified Leads Web 2.0 B2B Marketing 60

Industrial Marketing Today

AUGUST 10, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

JUNE 24, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Social Media 60

Social Media Email Marketing Social Marketing Web 2.0 60

Industrial Marketing Today

JUNE 19, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Relevance 60

Relevance B2B Marketing CMS Development Buying Cycle 60

Industrial Marketing Today

APRIL 26, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Marketing Budget Creation 60

Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

NOVEMBER 16, 2009

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Email Marketing 60

Email Marketing Web 2.0 Planning Opt-in 60

Industrial Marketing Today

JUNE 15, 2010

webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

CMS Development 60

CMS Development Marketing Websites Work Management Web 2.0 60