Top 10 Industrial Marketing Posts of 2011

Industrial Marketing Today

As we wind down 2011, this is a good time to review all the industrial marketing posts that I have published here and been viewed by you, my readers, during the year. Not all the posts were written in 2011, one was way back from 2008. That’s the power of inbound marketing with content. Unlike David Letterman’s Top Ten list; my industrial marketing blog posts are listed in decreasing order of popularity. How Relevant Marketing Content Helps B2B Branding.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing. Then comes the silence because they are having trouble connecting the dots between inbound marketing and sales.

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What You Ought to Know About Inbound Marketing

Industrial Marketing Today

Confused about Inbound Marketing? View this hilarious and entertaining video from HubSpot and it will tell you everything you ought to know about inbound marketing. and their success stories of inbound marketing with content. However, overall adoption rate of Inbound Marketing and Marketing Automation (MA) is still low among smaller manufacturers and industrial companies. See my post “Marketing Automation vs. Inbound Marketing.”

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective. Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. Inbound marketing requires prospects to be actively searching for products and solutions.

Inbound Marketing Analytics 101

The Effective Marketer

With “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why. Especially useful for small companies and those who are just starting out with their marketing programs and need some help identifying key metrics, the eBook is packed with good advice. Inbound Marketing Analytics Overview. In the eBook you will see metrics for the following marketing tactics: Social Media. Email Marketing.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation and 3) Inbound marketing. In this post I’ll talk about how the three work together nicely in industrial and manufacturing marketing. A study of over 1,400 small and mid-sized businesses found that marketers with blogs generated 67% more leads.

Inbound Marketing the Way God Intended

Biznology

Last week I asked my management team if what we do at Abraham Harrison is inbound marketing. Sara Wilson, my COO, told me yes, that our digital PR strategy of identifying thousands of topical blogs and then pitching them on behalf of our clients with the goal of securing hundreds of earned media mentions is surely the definition of inbound marketing–and maybe even the way that God intended. Image via Wikipedia.

Zoober - Inbound Marketing Methodology to Outflank Your Competition

Tomorrow People

But how can a five step inbound marketing approach help you get - and stay - in front of your competitors? In our new eGuide: Zoober - The Inbound Marketing Methodology to Outflank Your Competition , we outline the five step process you need to take make inbound marketing work in your business: What’s involved with effectively building long-term connections with your customers. Marketing is changing - and changing fast.

Why Your Marketing Needs Inbound Marketing in 2012

Tomorrow People

Plenty of companies do marketing. Here’s why your marketing needs inbound marketing in 2012: Broader reach. Which marketing channels did you use in 2011? Inbound marketing boosts your profile by allowing you to go bigger and multi-channel and to see a better ROI on your marketing. Are you actually tracking how your marketing is performing? By using inbound marketing you can do this, live.

The Great British Business Show 2011

Tomorrow People

If you happen to be going to attending The Great British Business Show , join us at this seminar to learn about how to apply inbound marketing which uses a “pull” approach to marketing. How to Get Married to New Prospects in 90 Days with Inbound Marketing. Friday, 18th November 2011. At this seminar you will learn how you can: Create marketing that actively attracts new business to you.

How to Outflank Your Competitors With Inbound Marketing?

Tomorrow People

As a continuation from Monday's Zoober - Inbound Marketing Methodology to Outflank Your Competition post on listening to your potential customers talking , we will be elaborating more on the next two steps you need to take in order to make inbound marketing work for your business. This is because inbound marketing centres around the strategic use of targeted and compelling content to create and reinforce a relationship with potential leads and customers.

Can Inbound Marketing Increase Marketing ROI & Market Share?

Tomorrow People

Why have so many companies moved away from conventional outbound marketing approaches towards inbound marketing? What is it about inbound marketing that not only makes it more cost-efficient, but ultimately more effective? More importantly, what is it about inbound marketing that allows companies to increase their marketing ROI , lower their costs of securing qualified leads and ultimately lower their costs of converting leads to sales ?

How to Get the Best from Inbound Marketing?

Tomorrow People

The key to successful inbound marketing strategy is to apply a methodology consistently. Keep the following issues in mind to ensure that you apply inbound marketing effectively to your business: Every new lead starts with listening. Apply online marketing channels to get closer to and converse with your customers. In inbound marketing , consistently growing results means constantly improving what you do.

The Top-10 B2B Marketing Trends for 2011

Everything Technology Marketing

It is January and time again for the obligatory 2011 predictions. Many marketing experts have strong opinions on what they think will happen in 2011. Instead of coming up with what I think is going to change in the B2B marketing world in 2011, I decided to ask you and tap into the combined wisdom of over 17,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn. What marketing areas are less important in 2011?

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Podcast (Part 2): Does Inbound Marketing Make Sense For Your Company?

The Point

In part 2 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the shift from outbound to inbound marketing: what works and why. inbound or outbound – what makes sense for your product? B2B Marketing Demand Generation Inbound marketing lead generation b2b demand generation b2b lead generation inbound marketing

40 Awesome Marketing Tweets From 2011

Marketing Insider Group

I try to follow as many really interesting people who write about (or simply share) interesting stuff in the world of B2B Marketing. I just write about whatever marketing challenge hits me in the forehead at that moment. ” Here is my 2011 list of favorite tweets.@ e6e6e6 ;'> February 11, 2011 8:32 am via HootSuite Reply Retweet Favorite. Here is the @ chiefmartec preso on “Content marketing + conversion optimization” from #oms11. SM #marketing.

Useful Tips from Inbound Marketing Summit and Hubspot User Group

Customer Experience Matrix

I spent three days last week at the Inbound Marketing Summit and Hubspot User Group in Boston. Web Content Management panel with leaders from Bridgeline, Sitecore, Percussion, and Ektron - content management systems have evolved to deliver personalized customer experiences across all channles - I only mention this because it supports my own view that Web content systems are candidates to encompass the marketing automation industry.

Can Inbound Marketing Lower Marketing ROI & Increase Market Share?

Tomorrow People

Why have so many companies moved away from conventional outbound marketing approaches towards inbound marketing? What is it about inbound marketing that not only makes it more cost-efficient, but ultimately more effective? More importantly, what is it about inbound marketing that allows companies to increase their marketing ROI , lower their costs of securing qualified leads and ultimately lower their costs of converting leads to sales ?

From a Challenging Marketing Past to the Most Promising Marketing Future: Top Takeaways from the 2011 B2B Roundtable Webinars

B2B Lead Generation

Tweet I can’t stress this enough: when it comes to marketing, if we’re not constantly learning, we’re going to find ourselves left behind faster than ever. This past year has been especially illuminating thanks to the brilliance of smart marketers who are expanding and perfecting the lead-generation concepts I wrote about years ago. He defined the tenets of the new world of marketing in Revenue Performance Management. “We’ve

The Marketing Graveyard: 6 Victims of Inbound Marketing

Tomorrow People

Take a stroll through our inbound marketing graveyard and see which marketing mainstays we’ve killed off in cold blood over the years…. RIP EMAIL MARKETING. In November 2011 we killed email marketing. Unless it’s part of a carefully considered inbound marketing strategy, untargeted email marketing is just a pile of bones - so we stand by our principles (Sorry, EmailisnotDead.com.). Inbound Marketing

Inbound Marketing: A Square Peg in a Round Hole?

Digital B2B Marketing

Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. Most B2B marketers are not providing pure commodity products, even in commodity markets. But as this story illustrates, that doesn’t mean inbound marketing or other modern marketing tactics are always good advice.

How Blogs Help Manufacturers Enter New Markets

Industrial Marketing Today

They now find themselves in uncharted waters where they have to think of and appreciate marketing as something more than mere sales support. It is time to get out of your comfort zones and rethink your industrial marketing strategies and tactics if you want your company to survive and thrive. 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.

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Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. That’s why more B2B and industrial marketers are turning to content marketing to lift their lead generation ROI. Several studies have shown that these lead generation challenges hold true across the board in B2B marketing. Lead generation has always been a top priority in industrial and manufacturing marketing.

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Industrial Blog Sites Revisited

Industrial Marketing Today

The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. Blog sites as inbound marketing hubs. Industrial companies have realized the importance of inbound marketing and its impact on lead generation. If you are still not convinced about the power of industrial blogs and inbound marketing, let me highlight some of the facts and findings that I have written about in the past.

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Where Industrial Websites are Falling Short

Industrial Marketing Today

Nearly 9 out of 10 “Outperformers” credited their websites for helping them increase revenues, open new sources of business, compete more aggressively in core markets and serve customers better or more efficiently. Outperformers are defined as manufacturers, custom manufacturers and wholesalers/distributors that experienced growth in the last half of 2010 and expect further growth by June 2011.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them. I’m going to make some suggestions in this post to help you solve the problem if you are an industrial marketer stuck in one of these scenarios.

B2B Marketing Predictions For 2011

Marketing Insider Group

Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy November 18, 2010 16 Subscribe B2B Marketing Predictions For 2011 Share Whenever I start to see Thanksgiving turkeys flying out of the grocery store and Black Friday ads start to appear, I know it’s that time of year to prognosticate.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. What I have learned is that these companies need help with content in digital marketing at many levels. You can read some of my earlier posts on inbound and content marketing for manufacturers and industrial companies.

Problem-centric Industrial Marketing

Industrial Marketing Today

Industrial and manufacturing marketers are trained to sell solutions. That’s marketing 101, right? It seems to me that industrial marketers need to first focus on raising awareness of the problem before they can sell their solution. That’s what I’m calling problem-centric industrial marketing. I consider him to be a pioneer in many ways and someone who is always on the leading edge of marketing. Please indulge me if my headline made you go “Huh?” Read on….

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

“We don’t have the time or the skills to write copy for digital content” is the most common reaction I get from clients when discussing their industrial marketing programs. Myth: Content for digital marketing is the text on your Website or blog. Let me know if I’ve missed something and you have a different approach to creating digital content for industrial and manufacturing marketing.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

Architects, engineers, contractors, building owners, developers and municipalities are all using them to improve productivity and gain a marketing edge. They have found practical applications of QR codes and are not using them simply because it is the mobile marketing tactic du jour. They are now used for a variety of applications and are extremely popular, especially in B2C and retail marketing.

B2B Marketing Predictions – 3 Actions To Achieve Your Goals in 2011

Marketing Insider Group

Is 2011 turning out the way you expected? Is B2B Marketing tackling the big strategic challenges or just slogging along and fighting the organizational fires that tend to consume too many of our days? So figuring these two data points are pointing to a trend, I thought I would offer my update on the state of B2B Marketing in 2011. And maybe you will be completely surprised by what I see… In my B2B Marketing predictions for 2011, I list 13 separate predictions.

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing. I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers. However, these have been from other industrial marketing consultants like me. Videos play a key role in manufacturing marketing.

Making Your Industrial Website Be All It Can Be

Industrial Marketing Today

One of the big draws of inbound marketing with content is that it helps a website get found early and often by its target audience. Inbound marketing is not easy and you won’t see immediate results but it will increase influence, establish thought leadership, improve branding and help to build long-term relationships that are of high value. I’ve published quite a few articles here about industrial websites and content marketing that you may find helpful.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. I receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. 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.

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Inbound Marketing: A Square Peg in a Round Hole?

Digital B2B Marketing

Two weeks ago, I wrote Just Say NO to Marketing Advice. Inbound marketing is a great example of popular marketing advice and it may makes sense for most marketers. Most B2B marketers are not providing pure commodity products, even in commodity markets. But as this story illustrates, that doesn’t mean inbound marketing or other modern marketing tactics are always good advice.

Retrofitting Blogs and Converting Industrial Websites into Blog Sites

Industrial Marketing Today

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. For a quick overview, see my post, “ Is Content Curation an Easy Way for Content Marketers to Do More With Less? ”. Business Blogs Content Marketing Inbound Marketing Industrial Blogs Industrial Websites Social Media Marketing b2b blogs Blogging Business blogs content creation content curation Industrial blogs Industrial Marketing

B2B Blogging Gaining Acceptance by More Industrial and Engineering Companies

Industrial Marketing Today

For a while now, marketing consultants have been preaching the benefits of making B2B blogging the cornerstone of inbound marketing. It is difficult nowadays to find a marketing company or an independent expert not using a business blog to attract and engage with its target audience. I use this blog to reach a wider audience than before, drive more traffic to my industrial marketing company’s Website and establish my expertise in this niche.

How an Industrial Distributor Uses Content Marketing Effectively

Industrial Marketing Today

You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. or better known as just Grainger, is one industrial distributor that has embraced content marketing in a very big way. Visit Grainger’s current site and you can immediately see how they’ve transformed their business by using online content marketing strategies. How are you using content in your industrial marketing to make it more effective?

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. 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. A close alignment between sales and marketing is crucial to your success, and lead scoring is a step that brings the two together.

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