Industrial Marketing Today

Industrial Buyers – Their Preferences and How to Market to Them

Industrial Marketing Today

Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer personas and the buying habits of consumers, but they focus mainly on B2C marketing.

Unique Challenges of Manufacturing Content Marketing in 2019

Industrial Marketing Today

I just finished reading the Manufacturing Content Marketing 2019—Benchmarks, Budgets, and Trends report published by the Content Marketing Institute (CMI) and sponsored by IEEE GlobalSpec.

Industrial Blogging – An Underutilized Content Marketing Tactic

Industrial Marketing Today

Industrial blogging is usually not a favorite subject of discussion with my manufacturing and engineering clients. Probably the most common complaint I hear is, “We’ve been blogging for a while but haven’t seen any tangible results (leads, sales opportunities etc.).”

Making Email the Cornerstone of Industrial Content Marketing

Industrial Marketing Today

You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.

Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

Happy Holidays and Looking Forward to 2019

Industrial Marketing Today

As 2018 comes to an end, I’d like to thank all of you for being regular readers of my blog. Some of you have taken our relationship to the next level by becoming new clients. I truly appreciate your confidence and the loyalty of all my existing clients.

WordPress Training – WP101

Industrial Marketing Today

Are you responsible for managing your WordPress site? Are you new to WordPress and need to get up to speed quickly? Then WP101 is perfect for you. You can always find free, homemade videos on YouTube, but they lack the quality and often, are outdated. Not this 21-part video training course.

Proving ROI of Industrial Content Marketing is Still a Big Challenge

Industrial Marketing Today

Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content Marketing Trends—North America survey expect their manufacturing content marketing spending to increase this year and another 46% expect it to remain the same as last year.

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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.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience.

7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

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.

HubSpot – Marketing Automation

Industrial Marketing Today

HubSpot is a great “marketing-in-a-box” solution for those getting started with inbound marketing. It is a good fit for companies with a one-person marketing department or a small staff. It will save you considerable amount of time and streamline the whole process of lead generation, nurturing and conversion.

SiteGround – Web Hosting

Industrial Marketing Today

Tired of a slow-loading site or your site being down often? Those are typical problems with inexpensive shared hosting. Don’t want to pay the high cost of a managed hosting service? SiteGround is an excellent hybrid solution that gives you the best of both shared and fully-managed WordPress hosting services that you can control. This … SiteGround – Web Hosting Read More » The post SiteGround – Web Hosting by Achinta Mitra appeared first on Industrial Marketing Today.

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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.

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How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

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.

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.

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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?

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.

Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

Overcoming the Challenge of Marketing to Busy Engineers

Industrial Marketing Today

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers.

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.

Stop Your Industrial Website Redesign from Derailment

Industrial Marketing Today

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22, 1895. The action of a train leaving its tracks accidentally can have catastrophic consequences.

Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

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 for Engineers to Make a Buy Decision

Industrial Marketing Today

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers.

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Industrial Marketing – Budgets, Challenges and Performance

Industrial Marketing Today

Curious about how your peers and competition are spending their industrial marketing dollars? You are in the right place at the right time. I just finished reading the research report, 2018 Budget Trends in Industrial & Technology Marketing published by engineering.com. To put their findings in the right perspective, the top three segments of their […] The post Industrial Marketing – Budgets, Challenges and Performance by Achinta Mitra appeared first on Industrial Marketing Today.

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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.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Industrial Website Redesign for Marketing to Engineers

Industrial Marketing Today

An industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t have a clear understanding of marketing to engineers and industrial professionals.

Industrial Email Marketing for Engaging Engineers and Technical Professionals

Industrial Marketing Today

Do you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know how to opt out and have much higher expectations from vendor emails.

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).

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Use industrial content marketing to enable sales

Industrial Marketing Today

Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B. If you are a manufacturer of custom-engineered systems, you know that it is nearly impossible to generate Sales Qualified […] The post Use industrial content marketing to enable sales by Achinta Mitra appeared first on Industrial Marketing Today.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

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?” The answer to that question is fundamental in developing an effective industrial content marketing […] The post How do Engineers Use Content in Their Buying Decision?

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Why Industrial Content Must Be More Customer-Centric

Industrial Marketing Today

Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications.

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.

Webinar: Digital Marketing Road Map for Manufacturers and Industrial Companies

Industrial Marketing Today

I will be co-hosting a webinar with John Hayes of ENGINEERING.com on August 5 at 10am PST / 1pm EST. The webinar is called Success with Digital Marketing – a Road Map for Manufacturers.

Lead Gen and Engagement: Find your Marketing Sweet Spot

Speaker: Dawn Colossi, CMO, FocusVision

A shift is occurring for B2B Marketers. We were measured by the number of leads we generate. So, we put gates up on our website, we stand in trade show booths and collect business cards, and run webinars or smaller events where we get people to sign up. Over time, we’ve become much better at measuring conversion rates and lead quality. Now that recent studies have shown that 49% of companies achieve a higher ROI by focusing on engagement over acquisition, there’s a shift from lead counts, lead quality to engagement. But as a B2B Marketer, what does engagement mean? How can you get there? How do you measure it? How do you show value to the business? Where does lead gen and lead quality fit in? Dawn Colossi, CMO of FocusVision and a recognized leader in data-driven marketing strategy, has answers based on hard won experience.