Industrial Marketing Today

Trending Sources

Content Marketing to Engineers is Tough. And Getting Tougher

Industrial Marketing Today

Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM.

Survey 107

Manufacturing Content Marketing Trends and Challenges

Industrial Marketing Today

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI).

Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles

Industrial Marketing Today

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing.

Technology is Not a Substitute for Good Industrial Content

Industrial Marketing Today

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Content Marketing Strategy Must Drive Your Industrial Website Redesign

Industrial Marketing Today

An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision?

How Industrial Marketing Influences Buyers

Industrial Marketing Today

Industrial marketing precedes industrial sales. That is the reality today. I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact.

No Digital Marketing for Manufacturers = Marketing in the Past

Industrial Marketing Today

Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing.

Why Manufacturers Need a Multichannel Industrial Marketing Strategy

Industrial Marketing Today

Multichannel industrial marketing strategy doesn’t get that much attention or buzz. It should, because it is a closer reflection of how manufacturing and engineering companies are marketing these days.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial Marketing Today

Industrial content marketing success for most manufacturers and other industrial companies is usually measured by an increase in the number of RFQs/RFPs.

In Industrial Lead Generation, a Lead is a Lead, Right?

Industrial Marketing Today

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads.

How Manufacturing Content Marketing Sets the Table for Sales

Industrial Marketing Today

I recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts.

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Marketing Today

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. You are in good company if you are already doing it.

Content Industrial Buyers Want from Supplier Websites

Industrial Marketing Today

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

Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers.

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day. That is the same reaction I got from a client who is an industrial distributor when I spoke to him about email marketing.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial Marketing Today

Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face.

Content Marketing for Manufacturers: What’s real and what’s hype?

Industrial Marketing Today

If you are a manufacturing marketer, I’m sure you’ve heard all the buzz and the hype surrounding content marketing for manufacturers. It is a fact that today more manufacturers are using content marketing for increasing awareness (Branding), lead generation and sales.

Buzz 92

Marketing to Engineers Requires Accurate and Truthful Content Presented Logically

Industrial Marketing Today

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.

Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring.

Case 95

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Industrial Marketing Plan: A 3-Phase Approach

Industrial Marketing Today

As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task.

BANT May Not Work in Qualifying Leads for Industrial Sales

Industrial Marketing Today

Sales people have been using BANT (Budget, Authority, Needs, and Timing/Timeframe) criteria to qualify leads and prospects for a long time ever since IBM first coined that acronym.

BANT 92

Marketing Engineering Services with Content

Industrial Marketing Today

Marketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product.

Industrial Content Marketing Boosts Sales for Distributors

Industrial Marketing Today

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise. The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.”

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Content Marketing for Manufacturers: Overcoming Writer’s Block

Industrial Marketing Today

82% of manufacturers said they are using content marketing according to findings from the 2015 B2B Manufacturing Content Marketing Trends—North America published by CMI. More than half (59%) also said one of their top challenges is “Producing Content Consistently.”

Industrial Content Marketing — Different Strokes for Different Folks

Industrial Marketing Today

Any industrial content marketing strategy that is based on “one size fits all” content is likely to fail. That statement may seem like an overgeneralization but I have seen it happen one too many times to ignore. Sure, there are many common types of content assets used by manufacturers and industrial companies but how they [.] The post Industrial Content Marketing — Different Strokes for Different Folks by Achinta Mitra appeared first on Industrial Marketing Today.

Content Marketing for Industrial Companies – Authenticity is Mission Critical

Industrial Marketing Today

Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get [.]

Content Marketing for Industrial Companies – Is There Content Overload?

Industrial Marketing Today

There was a time not too long ago when manufacturers and industrial companies were blamed for being slow adopters of content marketing. Have we progressed from that to too much content in just a few short years?

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

Content Marketing for Manufacturers Isn’t Just Publishing More Content

Industrial Marketing Today

Content marketing for manufacturers has become a staple of industrial marketing with 61 percent using it as a marketing tactic and 54 percent planning to increase their spending on content creation (Source: IHS GlobalSpec Research Report). However, the same study also found that only nine percent can demonstrate how content marketing contributes to sales (ROI) [.]

Content Marketing for Manufacturers Must Go Deeper than ToFu

Industrial Marketing Today

Many manufacturers are using content marketing but few consider it effective in generating leads that turn into sales opportunities. According to the 2014 study done by Content Marketing Institute and MarketingProfs, 86% of manufacturing marketers use content marketing but only 30% of manufacturing marketers say they are effective at it. Here’s another finding, according to [.]

Most Industrial Websites Miss the Mark

Industrial Marketing Today

I don’t know of any manufacturer or industrial company that doesn’t want their website to generate more leads and grow sales. Do you? Yet, most supplier websites are failing to meet the buyer’s expectations. And that has nothing to do with industrial website design.

Industrial Content Marketing – Selling the Problem not Just Solutions

Industrial Marketing Today

Manufacturers, distributors and engineering companies want to jump into industrial content marketing because they’ve read the buzz about its effectiveness in generating high quality leads for selling solutions.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.