Industrial Marketing Today

Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

Buyers are looking for information online and interacting with sales people on […] The post Lead Generation for Industrial Companies is a Process not a Campaign by Achinta Mitra appeared first on Industrial Marketing Today.

Is Your Industrial Content Marketing Reaching a Dead End?

Industrial Marketing Today

In my daily interactions with manufacturing, engineering and industrial companies, inbound marketing or content marketing is a popular topic of discussion.

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Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

Blog posts to highlight knowledge of the subject matter(s), create thought leadership and provide direct interaction between readers and in-house experts such as engineers. A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

Online interactive and real-time design tools. It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. Buyers can easily find information about your products and that of your competition from their online research.

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

Industrial Marketing Today

Human intervention and interactions are the oils that grease the wheels of B2B lead generation. A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

What You Should Know Before Developing Industrial Blog Sites

Industrial Marketing Today

Industrial Blogs Industrial Websites Website Design & Development Blog Sites Content Management System (CMS) industrial ecommerce interactive design tools parametric search applicationsAt this time of the year, many industrial companies are getting ready for their annual budget planning meetings. If you are one of them, a redesign of your industrial website [.]. [[ This is a content summary only. Visit my website for full links, other content, and more! ]].

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Thought Leadership: Marketing Engineering Services with Technical Articles

Industrial Marketing Today

Add video and audio to PowerPoint slides and create a more interactive content for the web. Are you an in-house marketer or a consultant tasked with promoting engineering services? Then you know very well that it is fundamentally different from marketing industrial and/or manufactured products. For one thing, you don’t have a ready-library of product data sheets, engineering and performance information to use as relevant content.

You’ve Got Traffic. Now What?

Industrial Marketing Today

Even though this behavior is contrary to how they themselves interact online, they expect their target audience to behave differently. 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. The other half is all about converting that traffic into leads and customers.

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

By mixing this content with comparative, company-specific and interactive content—and regularly sharing it via email or e-newsletters—marketers can build relationships designed to nurture prospects throughout the sales funnel,” she continued.

Are Community Forums Good for Manufacturers and Industrial Companies?

Industrial Marketing Today

Similar studies have shown that engineers and industrial professionals prefer more peer-to-peer interactions for work-related purposes. Blogging and mainstream social media sites like LinkedIn, Facebook, Twitter and YouTube get all the attention these days.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

These relationships are built over time and require a more personal face-to-face interaction. 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. I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior.

Innovative Uses of QR Codes by the AEC Industry

Industrial Marketing Today

The codes link to Web pages or blog posts where concerned citizens can read details about the proposed project, traffic control issues, planned street and sidewalk improvements, interactive 3D renditions of the project once completed and even post their concerns and complaints. Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

The first tool is the Product Analysis Worksheet from the book Personal Selling: An Interactive Approach by Ronald Marks, Ph.D.,

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

Marketing can assign scores to incoming leads based on demographics and site interactions. In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing.

Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Industrial Marketing Today

After lead nurturing: Salespeople only call those prospects that have sent a clear signal of their readiness to buy with their online interactions with your marketing content. Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “ B2B Lead Generation without Lead Nurturing is Doomed to Fail. ”.

Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Lead scoring should be done using a combination of BANT (Budget, Authority, Need and Timeframe) and behavioral information (site interactions). It will give you the opportunity to interact with them at a more personal level than just passive reading of a white paper on their part. Add them to your monthly eNewsletter list and continue to monitor their interactions and adjust their scores accordingly.

Content Marketing Delivers Lead Insight to Sales

Industrial Marketing Today

Marketing is able to provide this lead insight to sales by tracking visitor interactions and by monitoring the kinds of content they read and/or download. It is true that industrial buyers are more in charge of the buying process today than ever before. 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.

B2B Lead Generation without Lead Nurturing is Doomed to Fail

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions, Inc. Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. Source: Marketing Sherpa/ KnowledgeStorm). B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? 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.

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

Industrial Marketing Today

Measuring post-click interactions are important to gathering lead generation intelligence, improving conversion rates and gaining a deeper understanding of Web site interactions.

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Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

You can refine your segmentation by demographics, website interactions, product lines, purchase history and length of time on the list to mention just a few ways to slice and dice your list for better relevance. 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.

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How Manufacturers can Resurrect Product Content from the Dead Zone

Industrial Marketing Today

Convert static “How to Order” to an interactive configurator: It is standard practice to add a “How to Order” schematic on the back of product data sheets. In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. These B2B marketers seem to have a bottomless well of content to tap into.

Digital Marketing for Control Engineers, Machine Builders and Designers

Industrial Marketing Today

As an industrial marketing consultant, I interact on a daily basis with engineers and technical professionals from the Automation and Process Control industry. I receive valuable firsthand feedback on what this audience wants and needs from their digital marketing initiatives. It was reassuring then when the findings from Machine Builder Research and Buying Study 2011 done by Control Design mirrored what I’ve been hearing from my industrial clients.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

Online color selector – build an interactive tool for your website for visitors to mix and match different colors and components in real-time.

Details Matter in Creating Content for Engineers

Industrial Marketing Today

Create an online product configurator that engineers can interact with in real-time to aid in rapid prototyping using different design parameters. Use online interactive product demos to demonstrate complex functionalities. Are you paying too much attention to content marketing strategies and not enough to the details? Strategic planning and analysis does sound a lot more glamorous than writing content filled with nitty-gritty product details.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

Ardath Albee of Marketing Interactions, Inc.

Why More Engineers Ought to be in Sales and Marketing

Industrial Marketing Today

According to a recent study done by the CMO Council and Accenture Interactive , marketing and IT executives do not get along either and don’t believe they are highly effective partners. 35% of marketers indicated that they were heavily committed and invested in interactive digital marketing strategies whereas only 20 percent of IT agreed with that statement.

Using Content to Move Prospects Forward in the Sales Cycle

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions, Inc.

Using E-mail Marketing for Lead Generation

Industrial Marketing Today

You need an easy way to monitor site interactions after you send out an email. Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. Here I am not referring to new subscribers to newsletters and free content.

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

Industrial Marketing Today

My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts. Measuring click-through rate is more accurate but still limited as it only tracks a specific URL and doesn’t show how the visitor interacted with your site after arriving at your landing page.

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Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

Ardath Albee, CEO of Marketing Interactions , wrote a very interesting post about the unified definition of a high quality lead. Tracking behavior and site interactions leads to serving up relevant content that engages visitors at each stage of the buying cycle. If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems.

Inbound Marketing Tactics to Get Bulk of B2B Marketing Budgets in 2011

Industrial Marketing Today

They are: Change in buyer behavior – the B2B buyer is now in control and will only interact with your salespeople on their preferred schedule, probably towards the tail end of their buying cycle.

Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

They are time-challenged and want to interact with salespeople based only on their needs and schedules. The first type uses a self-serve model and is typically completed in the very first sales interaction, be it in person or online.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

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.

Industrial and B2B Customer Engagement Simplified

Industrial Marketing Today

According to them , “customer engagement is the level of involvement, interaction, intimacy, and influence that an individual has with a brand over time.&# Interaction: You can measure this by tracking what visitors do after they get to a page.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Rule #3: Create interaction and shareability Nothing happens until your site visitor takes some sort of action. To improve engagement, build interaction into your site. See rule #4 for other ideas on creating interaction.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

Use social media selectively to engage with your target audience in a more personal way and humanize an otherwise impersonal interaction that is purely transactional.

What Not To Do For Better B2B Customer Relationships

Industrial Marketing Today

How to Use a B2B Blog to Win Customers and Influence Prospects

Industrial Marketing Today

Navigation and your calls to action play a major role in how your visitors interact with your blog.

7 “Rs” for B2B Marketing Content Planning

Industrial Marketing Today

Ardath Albee is a B2B Marketing Strategist and the CEO of her firm, Marketing Interactions, Inc.

Are You Creating Irresistible Offers with Your Email Marketing?

Industrial Marketing Today

Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates. Home Marketing Matters About Contact B2B Marketing Store Company Website Are You Creating Irresistible Offers with Your Email Marketing? by Achinta Mitra on November 16, 2009 in B2B E-Mail Marketing Do you know the key component of email marketing that generates more high-quality leads and drives sales?