Industrial Marketing Today

FEBRUARY 21, 2011

These pages are accessible without registration or customer log-in. A manufacturer of industrial automation parts gains new customers from custom design work by offering an online and downloadable version of their CAD Configurator. The qualified lead comes from being designed in. See below).

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Relevance Sales Qualified Leads Sales Leads Leads 60

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. This timeless classic, one of the first bestselling self-help books published in 1937 and sold over 15 million copies globally is still relevant today.

Web 2.0 60

Web 2.0 Buying Cycle B2B Blogger 60

Industrial Marketing Today

AUGUST 20, 2021

Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. You may want to read my earlier post on the industrial customer journey. The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Of course, not all industrial sales take that long.

Sales Cycle 180

Sales Cycle Course Marketing & Strategy Marketing 180

Industrial Marketing Today

APRIL 3, 2011

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. Ergo, highly personalized and relevant content will build strong long-term customer relationships.

Planning 60

Planning Work Management Marketing Automation Services Marketing Management 60

Industrial Marketing Today

MARCH 22, 2018

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. This is only a content summary.

Sales Qualified Leads 70

Sales Qualified Leads Content Marketing Content Paid Search Agency 70

Industrial Marketing Today

JULY 6, 2010

Home Marketing Matters About Contact B2B Marketing Store Company Website Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell by Achinta Mitra on July 6, 2010 in Content Marketing , Industrial Marketing Strategies , Sales Strategies Marketing 101 teaches you “Customers buy benefits and not product features.”

Features 60

Features Web 2.0 Planning Work Management 60

Industrial Marketing Today

JULY 1, 2010

It helps a great deal if you first learn what turns off your B2B customers in order to avoid making simple mistakes that can damage a customer relationship. There is a big difference between what B2B customers say they want and what really drives their purchasing decision. Have a safe and happy 4th of July weekend!

Marketing Automation Services 60

Marketing Automation Services Web 2.0 B2B Lead Ranking 60

Industrial Marketing Today

JULY 20, 2010

by Achinta Mitra on July 20, 2010 in B2B Marketing Collateral , Content Marketing , Industrial Marketing Strategies , Integrated Industrial Marketing , Sales Strategies To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. The four steps are: 1.

Creativity 60

Creativity B2B Marketing Lead Ranking Lead Scoring 60

Industrial Marketing Today

AUGUST 10, 2010

Now that you have a better idea of optimizing your WordPress blog to attract traffic, don’t forget, it is your content that will create fans and convert them into customers. However, none of that can happen until you drive lots of interested traffic to your business blog. Search engines don’t convert, people do.

Business Blogging 60

Business Blogging Optimization Web 2.0 Business 60

Industrial Marketing Today

JANUARY 26, 2010

Is it so outdated that you avoid sending prospects and customers to your site? 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. It is all about the customer and not you and your company.

Rules 60

Rules Marketing Websites Web 2.0 Buying Cycle 60

Industrial Marketing Today

JULY 23, 2010

Build a library of various content assets such as published articles, white papers, online demos, webinars, videos, technical specifications, datasheets, case studies and customer testimonials. One-size-fits-all site content will not help you engage. Video testimonials are far more credible and impactful than plain text.

Rules 60

Rules Marketing Websites Marketing Automation Services Web 2.0 60

Industrial Marketing Today

JULY 14, 2016

Back in 2014, Forrester had published their research report titled B2B Content Fails The Customer Engagement Test. Industrial content marketing used by manufacturers, distributors and engineering companies is failing to engage the target audience – engineers, technical professionals and industrial buyers. This is not a new problem.

Content Marketing 60

Content Marketing Forrester Content Custom Publishing 60

Industrial Marketing Today

DECEMBER 4, 2015

The need for a robust online presence (Website and customer-centric content marketing) is driven by […] The post No Digital Marketing for Manufacturers = Marketing in the Past by Achinta Mitra appeared first on Industrial Marketing Today. This is only a content summary.

Marketing & Strategy 60

Marketing & Strategy Marketing Lead Scoring Lead Ranking 60

Industrial Marketing Today

AUGUST 27, 2012

Manufacturers and industrial companies often use solutions or consultative selling to add value for their customers and transform themselves from suppliers into trusted partners. Don’t assume that your customers have correctly diagnosed their problems. Meet your customers where they are choosing to learn – online.

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

Industrial Marketing Today

NOVEMBER 20, 2014

I often hear my clients tell me they know their customers very well. It may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients.

Rules 60

Rules Buyer Personas Content Marketing Content 60

Industrial Marketing Today

FEBRUARY 12, 2012

Those are great but your customers are going to demand more than that if you sell to OEMs, system integrators and design engineers. This lead nurturing strategy is very effective because you save your customers valuable time in finding the right parts and speeding up their design, testing and new product introductions.

Lead Nurturing 60

Lead Nurturing Sales Management Top of Funnel Sales Qualified Leads 60

Industrial Marketing Today

DECEMBER 1, 2011

Myth: Our customers are only interested in product specs and datasheets. My advice – put yourself in your customers’ shoes. In order to write for the customer, you must know them well. Learn to interpret the data from your site analytics and develop customer personas. Easy, right? Not exactly.

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SIC Peer-to-peer Buying Cycle Copywriting 60

Industrial Marketing Today

JANUARY 14, 2011

Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers. That was the advice from Joe Pulizzi (founder of Junta42 and co-author of Get Content Get Customers ) at a Content Strategy New England meetup last year.

Content Marketing 60

Content Marketing High Quality Lead Planning BtoB 60

Industrial Marketing Today

APRIL 2, 2012

Even though suspects may not fit your ideal customer profile, they may be people who will share your content if they find it worthwhile and interesting. Whatever you want to call it, suspects play a key role in expanding content marketing’s reach beyond just customers. Infographics fit the bill the perfectly for this purpose.

Top of Funnel 60

Top of Funnel Ideal Customer Profiles Content Marketing Planning 60

Industrial Marketing Today

MARCH 23, 2012

That’s because the way your industrial customers interact with you during their buying cycle has changed significantly over the past few years. Pick their brains for what they know and are hearing from your customers. It may seem like I’m being flippant but there is a serious message here. Be prepared with a rough idea of your budget.

Marketing Websites 60

Marketing Websites Marketing Budget Creation Budget Programs Marketing Proposals 60

Industrial Marketing Today

MARCH 3, 2012

Invite customers to post their experiences using your products (Be prepared for the good, bad and the ugly). Highlight customer applications under their own operating conditions. Post about a special challenge that you were asked to solve by a customer. Write about unusual, unique or off-the-menu applications of your products.

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Trade Show B2B Thought Leadership FAQ Thought Leadership 60

Industrial Marketing Today

MARCH 8, 2011

Early on in the development of the online community, the company realized that their customers (engineers) could go to several different online sources for technical information but there were very few, if any that they could rely on for peer-to-peer feedback and recommendations.

Communities 60

Communities Peer-to-peer BtoB Sales Qualified Leads 60

Industrial Marketing Today

AUGUST 17, 2010

After all, that’s how your prospects and customers will find your blog and/or Web site. I am referring to optimizing customer engagement in B2B marketing. When developing content, it’s important to build customer personas, and create individual content paths for each of them. Why is it important?

Optimization 60

Optimization Web 2.0 Planning Buying Cycle 60

Industrial Marketing Today

MAY 1, 2012

The other half is all about converting that traffic into leads and customers. For example, “We have XX years of customizing solutions for the ABC industry and offer the lowest price.” Now you can talk value instead of the customer pushing back on price. Congratulations! Prove it – are you always the lowest bidder?

Traffic 60

Traffic Marketing Analytics Tools Buying Cycle Lead Scoring 60

Industrial Marketing Today

FEBRUARY 7, 2011

Every company claims that their success is built on building lasting relationships with their customers yet the sites emphasize their people, their expertise and their engineering capabilities. That’s how their prospects and customers identify themselves in a very familiar way. What’s yours?

Rules 60

Rules Paid Search Agency Companies Content Marketing 60

Industrial Marketing Today

FEBRUARY 7, 2011

Every company claims that their success is built on building lasting relationships with their customers yet the sites emphasize their people, their expertise and their engineering capabilities. That’s how their prospects and customers identify themselves in a very familiar way. What’s yours?

Paid Search Agency 60

Paid Search Agency Companies Content Buying Cycle 60

Industrial Marketing Today

AUGUST 16, 2011

I’ve read a few articles and blog posts about how some manufacturers are using Twitter, LinkedIn and Facebook to listen, engage and market to their customers. On YouTube, I found a video from CARR Machine & Tool Company that takes a refreshingly different approach to differentiate the company by putting the focus squarely on the customer.

Social Media 60

Social Media Effectiveness Media Work Management 60

Industrial Marketing Today

JULY 18, 2011

Nearly 9 out of 10 “Outperformers” credited their websites for helping them increase revenues, open new sources of business, compete more aggressively in core markets and serve customers better or more efficiently.

Marketing Websites 60

Marketing Websites Buyer Personas Customer Surveys Advertising Mediums 60

Industrial Marketing Today

NOVEMBER 5, 2010

The reason for not using content marketing that I hear most often from my industrial clients is “we don’t have and/or can’t produce enough content that our customers (engineering, technical and manufacturing professionals) will find valuable.”. Saxena answered, “Customers and our marketing strategies are the two biggest drivers.

Peer-to-peer 60

Peer-to-peer Social Marketing Paid Search Agency Content 60

Industrial Marketing Today

OCTOBER 2, 2010

They are combining video, audio and sophisticated tracking tools to deliver email campaigns with highly customized messages that engage prospects in their preferred format and measure interactions beyond just open and click-thru rates and well into website behavior. Social Media with Email Marketing – is it the Super Combo?

Email Marketing 60

Email Marketing Planning Web 2.0 BtoB 60

Industrial Marketing Today

OCTOBER 25, 2011

According to the recent MarketingSherpa’s B2B Marketing Benchmark Survey (June 2011) of more than 1,700 B2B marketers: 52% of the companies reported, “Converting qualified leads into paying customers” (MoFU) as their biggest challenge. This was followed by Lead Generation (ToFU) at 48% and Lead Nurturing (MoFU) at 40% (See chart).

Top of Funnel 60

Top of Funnel Marketing Funnels Content Marketing High Quality Lead 60

Industrial Marketing Today

JULY 12, 2011

If you use a blog as part of your inbound marketing with content , focus more on real pain points of your customers. Instead of following a standard format of problem (challenge), solution and results, tell a more compelling story built around a problem that is costing the customer money or causing issues with productivity and compliance.

Marketing Management 60

Marketing Management Paid Search Agency Comparison Inbound Marketing 60

Industrial Marketing Today

SEPTEMBER 21, 2011

A wiki or a customer forum is another option. These content platforms can provide valuable feedback from customers and end users. Allow 24/7 online access to maintenance data on all installed equipment in order for customers to plan their own preventive maintenance program and follow their assets from cradle to grave.

Marketing Websites 60

Marketing Websites Wiki Content Buying Cycle 60

Industrial Marketing Today

JULY 16, 2012

Your customer is an OEM/Fabricator. He fabricates the system to his customer’s specifications. In other words, your customer has little to no influence on the selection of the preferred vendor. This is typically an EPC (Engineering, Procurement and Construction) company and is the technical buyer.

Lead Ranking 60

Lead Ranking Lead Scoring Marketing Management Paid Search Agency 60

Industrial Marketing Today

OCTOBER 1, 2012

This may seem obvious since you want to create content for your customers and prospects but it is somewhat of a tricky question. It should help you shift the focus from writing about your products and services to how you help your customers solve their challenges. You have the best solutions for your customers’ problems!

Paid Search Agency 60

Paid Search Agency Marketing Strategy Marketing & Strategy Work Management 60

Industrial Marketing Today

NOVEMBER 14, 2010

Before the design is even contemplated, you must know the target customer. When a potential customer can see this, they get the benefit of my expertise and I get paid for the value I bring. According to the study: 65% of CIOs and 50% of CMOs said that technology now underpins and shapes the entire customer experience.

Advertising Agencies 60

Advertising Agencies Paid Search Agency Work Management CMO 60

Industrial Marketing Today

NOVEMBER 22, 2011

Marlin Steel in Baltimore, MD manufactures Custom Wire Baskets, Mesh Baskets, Stainless Steel Products, Custom Wire Forming and Precision Sheet Metal Fabrication for the Automotive and the Ammunition industries and a range of other industrial applications.

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Youtube Video Marketing Trends Advertising Channels 60