Industrial Marketing Today

Trending Sources

Overcoming the Challenge of Marketing to Busy Engineers

Industrial Marketing Today

While engineers do use social media, they tend to be passive participants making it hard to engage with […] The post Overcoming the Challenge of Marketing to Busy Engineers by Achinta Mitra appeared first on Industrial Marketing Today.

Field 64

Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

Uh […] The post Digital Marketing for Manufacturers: Making a Business Case by Achinta Mitra appeared first on Industrial Marketing Today. Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company.

Case 95

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America).

Are Manufacturers Turning a Deaf Ear to Content Marketing?

Industrial Marketing Today

Despite all the published reports about the great results that businesses are deriving from content marketing, it seems manufacturers and industrial companies are still stuck in their old ways of [.].

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

How Industrial Content Marketing Builds Stronger Relationships Based on Trust

Industrial Marketing Today

How we start and build new business relationships have changed in today’s digital age. Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. Ask any successful salesperson and s/he will tell you that trust is the key to building strong and sustainable relationships. [.]

Trust 69

Inbound Marketing won’t Boost Short-term Sales for Industrial Companies

Industrial Marketing Today

Inbound marketing is a frequent topic of discussion in my daily conversations with Owners, CEOs and Business Development professionals from manufacturing and industrial companies.

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

We are celebrating 25 years in business! That was the impetus for me to quit my management job with an oil country tubular goods (OCTG) manufacturer and take the plunge into starting my own business. That was the humble beginning and my legacy in this business.

Is Your Industrial Content Marketing Reaching a Dead End?

Industrial Marketing Today

Not that I’m complaining, this gap means more business opportunities for me as an industrial marketing consultant. In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion.

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

To Blog, or Not to Blog…That’s the Question Many Industrial Companies are Asking

Industrial Marketing Today

Business Blogs Industrial Blogs Industrial blogging Industrial blogs Industrial content creation Industrial content marketing Manufacturers, distributors and engineering companies have read or heard about all the benefits of content marketing in general and blogging in particular but many are still sitting on the fence. I’m often asked the question, “Should we start a blog?” It is a simple question but the answer is not a simple yes or a [.]

Lead Generation: What’s Working – Tactics, Budgets and Preferences

Industrial Marketing Today

Here is a key takeaway from the report, “When it comes to generating new business, industrial companies are focused on quality, rather than quantity. Moreover, there is a clear preference for long-term business relationships.”

Why Industrial News Releases Make Good Blog Posts

Industrial Marketing Today

B2B Marketing Collateral Business Blogs Content Marketing Inbound Marketing Industrial Blogs Industrial Marketing Blogging News Rleases Press RleasesPress or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products. [.]. This is only a content summary. Please click on the headline to read the full article.

Blogging Still Lagging in Industrial Marketing

Industrial Marketing Today

Business Blogs Industrial Blogs Blogging Blogs Industrial Marketing Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point. The [.]. 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.].

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., or very strong indirect) correlation with tangible business outcomes their. B2B Marketing.

Industrial Content Marketing’s Impact on Customer Experience

Industrial Marketing Today

Customer experience — the Holy Grail of customer loyalty and repeat business. Every company wants it, many talk about it but only a few get it right. Customer experience is [.]. 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.]. Content Marketing Inbound Marketing Social Media Marketing Customer experience Industrial Marketing

Internal Links – the Secret Sauce for DiY SEO

Industrial Marketing Today

Read my earlier post, B2B Lead Generation Using a Business Blog ). It is no secret that link building is critical to SEO success. However, some people often ignore internal links because they are just not aware of their SEO benefits.

Link 76

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

Industrial Marketing Today

Assigning a numeric score to business sales leads based on a predefined set of rules, takes away the subjectivity out of qualitative ranking like Hot, Warm and Cold leads. A lead is a lead, right? Depends – are you in marketing or in sales?

Do You Know the Cost of Maintaining Your Industrial Digital Marketing Status Quo?

Industrial Marketing Today

They are hoping that their lead generation problem will somehow solve itself if they continue to do business as usual. I agree that some of the resistance and inertia may be coming from a variety of external factors such as the economic uncertainties, 2012 being an election year and the looming fiscal cliff are all causing a lot of angst among businesses in general.

Blogs and Social Marketing in the Upstream Oil & Gas Industry

Industrial Marketing Today

Even though the companies that operate in this sector are well-known global brands, they are not exactly forward thinking online marketers who use business blogs and social media regularly.

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

Grainger – E-commerce business currently accounts for about $1.5 Industrial OEMs need to understand that today business needs to be conducted on both fronts, physical and digital. I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast.

Add a Blog to Jump Start Industrial Websites

Industrial Marketing Today

Business Blogs Industrial Blogs Industrial Websites Blogging Blogs Content Marketing Industrial MarketingIt is not uncommon to find industrial websites that have not been updated for a long time or with outdated content. Providing a cosmetic facelift is not going to improve the [.]. 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

They’ve always depended on a constant flow of referrals and repeat business. Michael Clark, Vice President, Marketing and Public Relations at American Arbitration Association said that the best marketing advice he ever received was “Sales keep you in business. Measurement and tracking data by themselves mean very little if they don’t help you make proactive marketing decisions that will help you reach your business goals.

Use Content to Uncover Tacit Know-how Inside the Minds of Engineers

Industrial Marketing Today

Business Blogs Content Marketing Industrial Marketing mind of the engineer Tacit know-how I recently read the survey, 2012 Mind of the Engineer that was released by UBM Electronics, the global leader in media and marketing solutions for design engineering and the electronics [.]. 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.].

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

Source: The End of Solution Sales, Harvard Business Review – HBR blog). One thing is certain; “business as usual” is not working in the industrial sector. Call it digital marketing or inbound marketing with content , the fact is marketing is now playing a much more active role in complex industrial sales.

Industrial Content Marketing is Not Just for SEO

Industrial Marketing Today

Here are some of the common hurdles that I have come across in my conversations with manufacturers, distributors and engineering companies: Our Founder/President/Owner has a clear vision of his business but it is in his head. Freelancers don’t understand our customers and they lack the technical background to understand our business. Content marketing is a central topic in most of my recent conversations with industrial companies.

Do You Believe in Industrial Websites?

Industrial Marketing Today

We don’t really use the website because 80-90% of our new business comes from referrals and repeat business. You can’t expect your customers to take you seriously and do business with you if you don’t believe it’s worth investing more than a thousand dollars or two on your website, the very face of your company to the world. Just like the classic ’60s hit song “Do You Believe in Magic?”

Creating Thought Leadership for Manufacturing and Industrial Companies

Industrial Marketing Today

Thought leader is a term first coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine, Strategy & Business and used to designate interview subjects for that [.]. Business Blogs Content Marketing Industrial Marketing Thought leadership 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.].

Manufacturers: Don’t Start a Lead Generation Campaign Without Sales

Industrial Marketing Today

In a follow-up meeting, I invited the President, the VP of Business Development and the Inside Sales Manager to join us in the conversation. VP of Business Development – “This all a bunch of BS! It became apparent to me that if I were to produce results, my first order of business had to be developing a structured process and not another lead generation campaign. Every manufacturing or industrial company that I talk to wants more leads.

Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Thought leadership is a term that was first coined in 1994, by Joel Kurtzman, editor-in-chief of the Booz, Allen & Hamilton magazine, Strategy & Business. A “thought leader” in business jargon is an entity that is recognized for having innovative ideas (Source: Wikipedia). He was talking about his long journey in convincing upper management about the value of starting a business blog.

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

To most of these decision makers winning new business is strictly a numbers game. I have to make a strong business case before I can even get their attention. Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them.

Guest Blogging: An Important Strategy of Industrial Marketing

Industrial Marketing Today

Business Blogs Content Marketing Inbound Marketing Industrial Blogs Guest blogging Guest posts inbound links industrial lead generation industrial web design SEO Thought leadershipI’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t [.]. This is only a content summary. Please click on the headline to read the full article.

Industrial Companies Underuse the One Social Media Tactic with Proven ROI

Industrial Marketing Today

Take a look at my earlier post, “3 Business Blogs with Proven ROI from Industrial Companies.”. Social media usage by industrial companies has received some coverage lately. I’ve read two different survey studies about how companies within the industrial sector use or plan to use social media. Depending on which study you read, the results can be confusing. Here’s one example of the confusion that I’m referring to.

Industrial Marketing is not Disconnected Tactics

Industrial Marketing Today

Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected. Create an effective marketing strategy built specifically for your business. Business development should be owned by both and cannot operate in separate silos.

3 Business Blogs with Proven ROI from Industrial Companies

Industrial Marketing Today

A business blog is an important and integral component of inbound marketing. While there are plenty of business blogs from B2B marketing consultants (including this one), industry portals and vertical search engines, there aren’t too many from manufacturers and industrial companies.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Scenario #1: Founders of most small to mid-sized manufacturing and fabrication shops are hands-on people who have built their businesses from the ground up. Over the years, they’ve relied heavily on their personal contacts, business networks, sales reps and traditional outbound marketing to generate new leads and sales. Make a business case for content marketing being a sales enabler and that sales and marketing can work together as a team.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. The bulk of new sales comes from referrals and repeat business for many manufacturers and industrial companies. 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.

How Blogs Help Manufacturers Enter New Markets

Industrial Marketing Today

The current economy and a global supply chain have forced many manufacturers to reevaluate how they do business these days. Traditional sources of new business – word-of-mouth referrals and repeat business from existing customers have slowed to a trickle for many of these industrial companies. Business owners and executives crave stability and predictability but expectations and behaviors of industrial buyers have changed.

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

They have become completely dependent on referrals and repeat business. 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. At first glance, that may sound like an oversimplification of a bigger problem. I talk to small and mid-sized manufacturers on a regular basis.