Industrial Marketing Today

NOVEMBER 10, 2011

Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. Sales people are better able to identify “hot” leads and opportunities when they have access to buyer behavior information.

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Sales Qualified Leads Content Marketing Leads Lead 60

Industrial Marketing Today

DECEMBER 1, 2011

Myth: We want our site visitors to call our sales team for more information. You may never get that call if you don’t get on their radar screen in the early stages of the buying cycle. Match your content to the site visitor’s role and their stage in the buying cycle. Variety of digital content is the key here.

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SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JUNE 12, 2010

There have been many studies done over the years that indicate that price information is the very reason why most B2B buyers visit a vendor’s website. The results from three separate studies confirm this: 61% of engineers surveyed indicated pricing information as one of the primary reasons to visit a vendor’s website.

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Sales Management Pricing Price Marketing Websites 60

Industrial Marketing Today

MAY 5, 2010

said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.” Your online content needs to play a much more active role in moving site visitors along in his/her buy decision.

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Sales Cycle Web 2.0 Buying Cycle Privacy Policies 60

Industrial Marketing Today

JUNE 29, 2010

Relevant marketing content – key to thought leadership Positioning your company as a thought leader is critical in complex technical sales that have long buying cycles with many decision makers involved. In the later stages, supplier Web sites and catalogs are the most important information sources.

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Relevance B2B Marketing Web 2.0 Branding 60

Industrial Marketing Today

APRIL 26, 2010

Now, B2B content marketing’s agenda is to educate and inform customers and prospects. Educate, inform and provide value to customers and prospects. Here’s a short but highly informative slide show that explains how to use content effectively as inbound marketing. Don’t sell. Don’t interrupt.

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Marketing Budget Creation B2B Marketing Web 2.0 Marketing Budget 60

Industrial Marketing Today

MARCH 1, 2011

Your content has helped them make a more informed decision. Lead nurturing when done right can actually shorten the buying cycle. Lead nurturing has become even more important these days because of the fundamental change in the buying process. Your ratio of calls to wins goes up significantly.

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Industrial Marketing Today

MAY 21, 2010

As a B2B marketer, we want to reach our ideal prospects and communicate with customers to maintain top-of-mind awareness throughout their buying cycle. Capture visitor information – Implement a method to capture visitor information from your business blog. A B2B blog is the perfect online tool to accomplish that.

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Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

MAY 14, 2010

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. 4 comments… read them below or add one } Eric Goldman May 17, 2010 at 5:16 pm Achinta; This is a great article with much relevant information in it. Thanks for sharing!

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Industrial Marketing Today

AUGUST 27, 2012

The industrial buy cycle has not changed. However, the way potential buyers look for information has. Make sure your digital content focuses on helping them make an informed decision while moving the needle for you. Sources: Frost & Sullivan and GlobalSpec ). See Problem-centric Industrial Marketing ).

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RFP Peer-to-peer High Quality Lead Lead Ranking 60

Industrial Marketing Today

JANUARY 26, 2010

The bottom line is for your content to engage your prospects and customers at every stage of the buying cycle. Provide this information in plain English with compelling reasons for people to do business with you. Provide multiple ways to access relevant information with minimal clicks.

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Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

SEPTEMBER 27, 2010

Digital marketing has also changed how industrial and technical buyers behave, search and consume information that they need at different stages of the buy cycle. Here’s how I see the impact of the changes: Industrial buyers are using more and more online resources for initiating and going deeper into the industrial buy cycle.

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Social Media Social Marketing Media Planning 60

Industrial Marketing Today

JULY 23, 2010

Rule #1: Natural or organic search engine optimization (SEO) In the research phase of the industrial buying cycle , engineers and industrial buyers tend to use broad keywords and phrases that describe their current problem. The shelf life of your content is pretty short because new information is generated very quickly on the Internet.

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Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JULY 14, 2010

I searched Wikipedia for information but couldn’t find an exact definition. in Museum Studies, but the idea of acting as a curator of information to post on our website for the benefit of our clients and customers is extremely interesting. So curated content is not something new. What is content curation? Maybe it’s my M.A.

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Curation RSS Web 2.0 Content Marketing 60

Industrial Marketing Today

MAY 31, 2010

Here’s an example from my post titled “Deconstructing the Four Stages of the Industrial Buy Cycle.” B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

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Optimization SEO Buying Cycle Web 2.0 60

Industrial Marketing Today

MAY 11, 2010

He also said, “Use of information from social media sources and web mining is growing as sales professionals are looking to leverage every piece of intelligence they can find to help progress deals.&# Wait a minute, isn’t that what Content or Inbound marketing is all about?

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Sales Cycle Lead Ranking Marketing Qualified Leads B2B Sales 60

Industrial Marketing Today

AUGUST 20, 2010

Anything you can do to help them find the right information quicker will score big with engineers. If possible, add basic pricing information on your site to offer complete information without leaving your site. Having a search function on your website is no longer an option, it is a requirement.

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Web 2.0 Planning Buying Cycle Lead Ranking 60

Industrial Marketing Today

JUNE 3, 2010

Harness that power by gathering all the information and then editing the material into cohesive content. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

Marketing Websites 60

Marketing Websites Web 2.0 Work Management Buying Cycle 60

Industrial Marketing Today

OCTOBER 25, 2011

Effective content marketing requires developing content that your target audience will find relevant to their needs, roles and the stage that they are at in their buying cycle.

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Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

SEPTEMBER 21, 2011

42% of engineers and specifiers said they couldn’t find complete and detailed product or capabilities information on suppliers’ websites ( Source: ThomasNet’s Industry Market Barometer™ ). Since different people absorb information in different ways, provide website content in various formats – text, PDFs, videos, slides and Podcasts.

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Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

AUGUST 24, 2009

Studies have shown that people retain information quicker and longer when you engage their visual senses. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card?

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Web 2.0 Copywriting Content Buying Cycle 60

Industrial Marketing Today

APRIL 30, 2010

Not just any content, but ideas, information and expertise they find relevant and helpful for answering questions they have about problems they’re trying to solve. With a majority of marketing efforts going digital, that means even more content is needed. Designing content for 1X use is wasteful.

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Industrial Marketing Today

SEPTEMBER 12, 2011

It is a major hurdle for them to customize their content for different stakeholders and make it relevant for different stages of the prospect’s/customer’s buying cycle. Their call to action was asking site visitors to call the toll-free number in order to get the latest information.

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Industrial Marketing Today

JULY 6, 2010

Thank you for a very informative post. B2B Lead Generation Using a Business Blog Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle Content Auditing and Mapping it to the Industrial Buy Cycle Is Your Industrial Website Still Just a Business Card? I will visit this blog regularly.

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Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

MAY 26, 2011

However, their biggest impact is in the late stages of the industrial buy cycle and are not very effective in the early phases. A QR code can hold a lot more information than just a simple URL. In my opinion, product-centric content is and will always be very important in manufacturing marketing.

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Product B2B Thought Leadership Cross-Selling Thought Leadership 60

Industrial Marketing Today

OCTOBER 1, 2011

They must help marketing create content that the target audience will find relevant in educating, informing and moving them to take action. Marketing should create lead nurturing content that matches the prospects’ needs based on their stage and role in the buying cycle.

Top of Funnel 60

Top of Funnel Inbound Marketing Bulldog Solutions Lead Ranking 60

Industrial Marketing Today

AUGUST 26, 2011

After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle. They know what they need and are looking at vendor sites for specific information.

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Inbound Marketing Paid Search Agency Companies Ad Frequency 60

Industrial Marketing Today

DECEMBER 7, 2010

It is a fact of life that the bulk of your site visitors and/or conversions from landing pages are not ready to buy now. This is because of the prevalent trend of industrial buyers using online resources to go deeper and deeper into their buying cycle before engaging with your sales people. What is lead nurturing?

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Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

Industrial Marketing Today

JULY 20, 2010

Opportunity Development: Research, understand and distill the relevant industry-specific information, key issues and business needs in order to educate the company, especially the sales force, on the specific business requirements of a given market. According to Tim Riesterer of CMM Forum LLC (now part of Corporate Visions, Inc.),

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. Recruiting new engineering talent (Careers) and being a good corporate citizen (Sustainability) are common to all sites.

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information. Recruiting new engineering talent (Careers) and being a good corporate citizen (Sustainability) are common to all sites.

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

MARCH 11, 2011

Industrial sales cycles are usually several months long and involve numerous people in different roles. Identifying where a prospect is on the buying cycle is sometimes difficult because there are long periods of silence with little to no online activity to track. Why is industrial content reengineering important?

Relevance 60

Relevance Terms and Conditions Buying Cycle Content 60

Industrial Marketing Today

OCTOBER 26, 2009

A Home page is great for attracting prospects at the top of the sales funnel that may have found your site using generic search terms and are just looking for information on companies in your market. Do they ask for information that you feel is irrelevant to your intent? What’s the solution? How did they find your site?)

Traffic 60

Traffic Lead Ranking Lead Scoring Top of Funnel 60

Industrial Marketing Today

OCTOBER 13, 2010

Setting your marketing content free may sound like a radical idea for those who continue to believe in the old mantra “hand over your contact information if you want my white paper (or other content).” Measuring various touch points and mapping it to your target audience’s buying cycle is even more critical.

Lead Ranking 60

Lead Ranking Leads Lead Marketing Qualified Leads 60

Industrial Marketing Today

JULY 1, 2010

Buyers of technical products and services do look to vendors for providing relevant information for solving their problems. There is a big difference between what B2B customers say they want and what really drives their purchasing decision.

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

JULY 8, 2012

While making your contact information very visible on your site is a good idea, it is not very effective in converting site traffic into named contacts or leads. It sounds simple enough, after all most manufacturers have lots of product information posted on their sites. Do I know which pages on my site need fixing?

Marketing Websites 60

Marketing Websites Sales Qualified Leads Lead Ranking Leads 60

Industrial Marketing Today

JUNE 17, 2011

If you are the Sales & Marketing Director or the Marketing Specialist in one of these companies, you need to: Sift through the volumes of online information about content marketing. These decision-makers are not going to change their mindset easily and overnight, adopt a philosophy of “think like a publisher.” .

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