Industrial Marketing Today

Industrial Marketing for Manufacturers: New Research Findings

Industrial Marketing Today

Industrial marketing for manufacturers is a complex process that takes time, expertise and money to produce tangible and repeatable results (aka more quality sales leads). And I’m not talking about Search Engine Optimization (SEO) either.

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.

The Importance of Industrial Email Marketing for Targeting Engineers

Industrial Marketing Today

Industrial email marketing is and should be an important component of your content marketing strategy when targeting engineers and technical professionals. I’m sure you’ve heard or read about email marketing being replaced by social media.

Manufacturing Content Marketing Can Be Confusing and Difficult

Industrial Marketing Today

I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities.

How B2B Marketing is Changing in 2018

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

Have Concerns About Inbound Marketing for Manufacturers?

Industrial Marketing Today

Conversations about inbound marketing for manufacturers invariably leads to several questions and/or concerns. I do spend quite a bit of time educating my prospects and clients about inbound marketing. I’ve published several articles on inbound and industrial content marketing in the past. Just do a search here or select it from the Categories to find … Have Concerns About Inbound Marketing for Manufacturers? Read More » The post Have Concerns About Inbound Marketing for Manufacturers?

Webinar: Prove ROI and Make the Business Case for Industrial Content Marketing

Industrial Marketing Today

Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past.

Case 234

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.).”

Measuring ROI of Industrial Content Marketing is Difficult

Industrial Marketing Today

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec).

The Account-Based Marketing Playbook

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

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.

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.

Industrial Content Marketing that Engages Engineers

Industrial Marketing Today

When it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it.

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 Marketing and Sales Strategies to Grow Your Revenue Fast

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Many companies have the core marketing and sales elements to take their revenue to the next level, but are still missing out on some key opportunities. Join Christopher Ryan, CEO of Fusion Marketing Partners and writer of the recent book "The Expert’s B2B Revenue Growth Playbook," to discover seven steps that you can immediately take to grow your company’s revenue quickly and consistently!

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.

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.

ROI 286

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.

A Crash Course in B2B Email Creative

Speaker: Howard Sewell, President, Spear Marketing Group

Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.

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 375

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 368

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?

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.

5 Imperatives of a Rockstar ABM Program

Speaker: Danny Nail, Sr. Director, Head of Global Account Based Marketing, SAP

Want to get started with ABM, but not sure where to begin? It's all about understanding: understanding your customers, understanding on an organizational level what your definitions, approaches, and ideal outcomes are, and having the understanding - and support - of your stakeholders. Join Danny Nail, Head of Global Account Based Marketing at SAP and SAP Marketer of the Year, as he explains five concrete steps your organization can take to achieve ABM excellence.

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.

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.

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.

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.

Customer-Centric Websites: Successful Strategies to Engage B2B Buyers

Speaker: Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group

Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.

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.

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.

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.

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.

4 Steps to Developing Your Customer Care Strategy

The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.

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.