Industrial Marketing Today

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 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.

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.

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.

How B2B Marketing is Changing in 2018

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

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.

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.

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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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.

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.

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.

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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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.

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.

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

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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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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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.

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?

The Account-Based Marketing Playbook

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

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.

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.

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.

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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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.

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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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.

7 Key Insights from the "How B2B Marketing is Changing" Report

Speaker: Tom Pick, Independent B2B Digital Marketing Consultant

What are the top priorities, challenges, and trends in B2B marketing as we head into the final stretch of 2018? We conducted in-depth interviews with senior B2B technology marketers to find out. The results included a few expected areas of consensus but also some surprising divergence of opinions. Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. But doing it effectively to optimize results is also the top challenge marketers face. Meanwhile, marketers report conflicting views about and are seeking guidance on search engine marketing, live events, and inbound vs. outbound tactics. And there's one promising avenue many marketers may be under-investing in. This webinar not only summarizes the issues raised in the study but also offers guidance from multiple sources on how to address the challenges of today's B2B marketers.

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Industrial Marketing Today

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries.

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.

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 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.

How to Successfully Coach Your Sales Team to Drive Efficiency

Speaker: Steve Benson, Founder and CEO, Badger Maps

A great sales team starts with a manager who’s a great coach. To stay competitive in today’s market, you need to implement a formal coaching approach that is aligned with your buyer’s journey and internal processes to drive results. Fortunately, Steve Benson is here to help you become that great coach.

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.

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.

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.

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.”

Togetherness: Achieving Sales and Marketing Alignment

Speaker: Jeff Davis, Founder, jd2 Consulting Group

Jeff Davis is here to help you think differently about how Sales and Marketing should interact. With increased scrutiny for marketing to prove ROI on their activities and it becoming increasingly hard for B2B salespeople to even get in front of customers, the old way of doing business is no longer an option. This webinar will use evidence-based research and empirical knowledge to propose real-world strategies that work.