Industrial Marketing Today

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

which Sales knows best and visitor engagement (site activities) for which Marketing has access to analytics and reports. A lead is a lead, right? Depends – are you in marketing or in sales?

Top 12 Industrial Marketing Posts of 2014

Industrial Marketing Today

I’ve culled the list down to 12 based on the data from my Google Analytics. It’s time to look back at the most read industrial marketing posts that I published in 2014. These industrial marketing posts are listed in the order of published dates –oldest to the newest. #1: 1: What’s Hot and What’s Not in [.] The post Top 12 Industrial Marketing Posts of 2014 by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

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Industrial Marketing, Lead Generation and Sales: It’s Complicated

Industrial Marketing Today

Content Marketing Industrial Marketing Sales Strategies Analytics Industrial sales Industrial sales strategies Measurement and tracking Remember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure. Sometimes I feel the same way [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

It is very important to tie together marketing activities with a robust set of analytics to help you track every online interaction. The more I talk to manufacturers and industrial companies, the more I’m convinced that RFQs and sales conversations are all that matter to them. I get it that industrial marketing must be held accountable and I firmly believe that it should make a direct contribution to growing sales and revenues.

Creating Digital Content for Industrial Marketing

Industrial Marketing Today

Learn to interpret the data from your site analytics and develop customer personas. “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.

You’ve Got Traffic. Now What?

Industrial Marketing Today

That’s because no one has taken the time to explain to these people about the value of looking at their Google Analytics. It truly is an “a-ha moment” for them when I go over their Google Analytics and explain some of those key site statistics. You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations! Sorry to rain on your parade but that is only half the equation.

Is Your Industrial Website Leaking Leads?

Industrial Marketing Today

Look at your Google Analytics, one quick indicator of a leaky Website is your bounce rate. If you are sophisticated enough with analytics, you can set up conversion tracking within Google Analytics to get a better handle on where the leads are leaking from your Website. One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Borrow some of inbound marketing’s analytical tools to provide more granular information to your sales force before they make the calls so they can engage with prospects in a more consultative manner rather than posturing and prospecting. 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.

Website Evaluation Comes Before Site Redesign

Industrial Marketing Today

However, you should insist that your industrial website redesign include at least the basic SEO features such as optimized <Title> and <Description> tags, keyword rich H1 and H2 tags, XML and HTML site maps, code for Google Analytics and social sharing options. Many manufacturers and industrial companies consider a website redesign during Q1.

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Top 10 Industrial Marketing Posts of 2011

Industrial Marketing Today

I looked at my Google Analytics for the entire year and have selected the top ten blog posts using a combination of Pageviews, Engagement and Social Sharing data to determine the ranking. 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.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

Your landing pages (registration form fields) may be the source of the problem if your Web analytics show good volume of traffic to those pages but you are not receiving as many sign ups or downloads. Your landing page may be the culprit if your lead generation campaign is performing poorly.

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Visibility into complete repair history and analytical tools for spotting trends. Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers.

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Sales knows best about demographics and marketing has insights into visitor engagement through web analytics. Depending on your situation, you may need a full-blown Marketing Automation (MA) package or you could get by with a manual system using Excel spreadsheets, Google Analytics and auto responders from your email service provider (ESP). I’ve heard some of my manufacturing clients call their subscribers free content leads.


Build Industrial Websites as Dynamic Blog Sites

Industrial Marketing Today

Monitoring, tracking and measuring is a lot easier when you use one set of Web analytics for both the site and the blog. For most industrial companies and manufacturers, a Website is the centerpiece of their online presence. By now, most industrial marketers are aware of the power of inbound marketing for lead generation. A blog is considered the cornerstone of an effective inbound marketing strategy. What if you could combine the best of both these marketing tactics?

Is Mobile Marketing Right for Industrial Companies?

Industrial Marketing Today

You can easily get good data from your Google Analytics. Here’s how: Log into your Google Analytics. The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies.

Industrial E-mail Marketing: Use Application Notes to Engage Engineers

Industrial Marketing Today

Consider integrating Web analytics into your email marketing. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals.

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Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

You need to tie together web analytics and your e-mail marketing in order to get a complete picture about subscriber behavior. See my earlier post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence” ). E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec.

Mail 13

Boost Email Relevancy With Dynamic Content

Industrial Marketing Today

You can also create segments based on behavioral patterns from past emails and Web analytics. Email marketing has been a staple of industrial marketing for a long time. However, many of these marketers are now experiencing declining open and click through rates. With all the buzz about social media, blogs and RSS feeds, are email marketing and eNewsletters dead? Not so fast! IMO, they are and will continue to be very useful provided your content is relevant.

3 DiY SEO Mistakes to Avoid When Optimizing Industrial Websites

Industrial Marketing Today

Achieving top rankings and maintaining them consistently require constant monitoring of your site analytics, tweaking, keeping up with and adapting to the ever-changing landscape of SEO. I hope you had a wonderful Thanksgiving weekend (here in the U.S.) with your family. Now, back to work.

B2B Websites: To Publish Prices, Or Not To Publish…That Is The.

Industrial Marketing Today

My web analytics indicate that not all visitors that land on the pricing page also click on Web design RFQ or Contact Us links.

?Tis the Season for Website Redesigns: 7 Lessons Learned from Redesigning Industrial Websites

Industrial Marketing Today

Web analytics – no industrial website should be launched without one. Every industrial website must include some form of web analytics. At the very minimum, the free Google Analytics code should be installed on your web pages. Don’t be fooled into thinking that Google Analytics is not very capable just because it is free. See Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence. This is not the same as web analytics.

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing. He was already using Google Analytics (GA) to monitor his Web site. While researching the problem, I found that there was a real need for easy integration of web analytics with email marketing. How to add Google Analytics to Benchmark emails.


Using E-mail Marketing for Lead Generation

Industrial Marketing Today

In short, you need to marry emails and website analytics. Nor does it require an expensive site analytics package. For step by step instructions on how to add Google Analytics (Free) to your emails, head over to my post, “Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence.”. Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers.

5 Most Popular Industrial Marketing Blog Posts from 2010

Industrial Marketing Today

from my Google Analytics, the number of inbound links received, retweets and other social sharing. We’re almost at the end of the year and you made it. Congratulations! 2010 has been another tough year for the industrial sector but I’m encouraged by all the good news that I’ve heard throughout the year about a modest rebound in U.S. manufacturing.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

To add a new twist to a thorny problem, I read a very interesting quote from Avinash Kaushik, the man who literally wrote the book on Web Analytics 2.0 , he said, “Engagement is not a metric, it’s an excuse.” Let’s see how Google Analytics can help you do just that.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

Develop your email marketing strategy first Before you begin developing customized content and using sophisticated analytics, the first order of business is to develop a sound and sustainable email marketing strategy.

Is Your Industrial Website Still Just a Business Card?

Industrial Marketing Today

Install site analytics, the free Google Analytics is a good start. Home Marketing Matters About Contact B2B Marketing Store Company Website Is Your Industrial Website Still Just a Business Card?

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Analytics is the new marketing creative!

The 6 essential rules of a website redesign – Ignore them at your.

Industrial Marketing Today

It goes well beyond just cutting costs, today, it is more about accountability, analytics and engaging customers and prospects by using free or inexpensive social media tactics.

Driving Traffic to Your Homepage All the Time May Be a Big Mistake

Industrial Marketing Today

The above two web analytics are not mere statistics for your webmaster. Home Marketing Matters About Contact B2B Marketing Store Company Website Driving Traffic to Your Homepage All the Time May Be a Big Mistake by Achinta Mitra on October 26, 2009 in Industrial Websites , Website Design & Development You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines.

Content Creation Made Easy

Industrial Marketing Today

REVISE Our brains have two parts – the left side is analytical and the right side is visual and tends to see the whole picture. Once you have your first draft completed, allow the left side of your brain to take over and start being critical and analytical as you go over your copy.

Top 10 Industrial Marketing Posts of 2016

Industrial Marketing Today

The ranking is based on various parameters from Google Analytics. Happy New Year! I thought I’ll start off 2017 with a quick look back at 2016. I’ve compiled the top 10 posts on industrial marketing. I left out the home page even though it is the most visited page as expected.

How to Set Up a Killer Google Analytics Dashboard


Once you know how to create a custom Analytics dashboard, your reporting can be automated, shared, and customized for any individual's favorite metrics. AdWords Reports & Analytics SEO analytics data and analytics google analytics google analytics dashboard

The 29 Best Web Analytics Tools


Yet as pointed out on Marketing Charts , “What’s interesting to see is that CMOs don’t seem to be pursuing what’s being touted as the solution to the ROI struggle: marketing analytics.” ” Analytics tools can ultimately help measure ROI. 1) Google Analytics.

Seven Expert Google Analytics Guides


Google Analytics (GA) is the most popular tool for tracking web visits, used by more than half of all companies , including two-thirds of the Fortune 500. To help you use more than 10% of your website analytics, here are seven expert guides to GA.

The Top 5 YouTube Analytics Every Marketer Should Know


OK, so you’re tracking the effectiveness of your website via Google Analytics or some of the excellent enterprise analytics solutions. But did you know that YouTube, which is part of Google, has an incredible analytics offering as well?

Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.” The post Deloitte CMO Survey: Analytics Holding Marketers Back?

A Structured Approach to Demand Generation Analytics


One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. So what is the key to better demand generation analytics? We must take a different approach — a structured approach — to demand generation analytics.

How to Better Utilize Data and Analytics

Measure Up Marketing

Some data suggests that Marketers are increasing their budget on data and analytics by as much as 49%! This article offers two areas to guide your successful use of data and analytics. Before we launch into the steps, let’s take a moment to review the usage of analytics in business.

The Top 10 Free Content Analytics Tools


Analytics tools are key to today’s marketing success, and of all the choices out there, 10 stand above the rest as particularly useful for content strategists. Google Analytics. Each time a goal is completed, Google logs the conversion in your analytics report.