Industrial Marketing Today

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Digital Marketing for Manufacturers: Making a Business Case

Industrial Marketing Today

The directive comes from the top – add more sales people, start working the phones and drop those prices just to book orders. Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company.

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How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers

Industrial Marketing Today

They are in a much better position to offer value engineering and DFMA (Design for Manufacturing and Assembly) services to help become preferred manufacturing partners instead of being a supplier that is constantly competing on price. Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel.

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

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For example, a site visitor with a very high level of activity (several pages visited including pricing information, downloaded white papers, and viewed online demos) would score high on engagement. A lead is a lead, right? Depends – are you in marketing or in sales?

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

Manufacturers and industrial companies need to be mindful of differences such as: Ability to show different pricing levels depending on the type of visitor. Using their online Build & Price application, I got an instant price for their MT2000 milling equipment that costs $726,075 along with financing and leasing options and a monthly payment calculator. I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth.

Do You Believe in Industrial Websites?

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This is who should be talking to web development companies about their capabilities and prices. Don’t task an admin assistant to call around for prices and fill out a spreadsheet. You’ll truly be able to do an apples-to-apples comparison instead of looking at the price alone. Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites.

Align Industrial Websites with Sales Process

Industrial Marketing Today

Now it boils down to price and delivery time. You can talk value until you’re blue in the face but your customers and prospects will push back on price. If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), make sure the site is aligned with your sales process. Without this critical link, your newly redesigned industrial website may be nothing more than eye candy that does very little for your sales.

You’ve Got Traffic. Now What?

Industrial Marketing Today

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. 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.

Manufacturers Need Lead Management to Close the RFQ Gap

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Step 2: Show them why it is a bad idea to treat all leads the same and jump right into creating a detailed price quote or RFQ. 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.

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Industrial Marketing Today

After the initial sign up and/or a free needs assessment analysis, qualified leads buy an evaluation kit at a low, introductory price or are given free engineering kits. Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results.

Translate Features into Benefits if You Want Your Marketing.

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Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

I am sure not too many of these customers will go price shopping every time they need new valves or spare parts. 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.

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

The owners of these small manufacturing companies have to think outside the box and understand the principles of lean manufacturing in order to deliver complex machined parts to OEMs quicker and at a competitive price in order to keep manufacturing here in the U.S. These are very important considerations in differentiating one shop from another in an industry that is highly fragmented and extremely competitive with constant price pressures from offshore suppliers.

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

Industrial Marketing Today

You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). It becomes even more complicated if you sell through channel partners and there are different pricing structures in place.

Digital Marketing for Control Engineers, Machine Builders and Designers

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Most important things these professionals want to see on a supplier’s Website – pricing information, even if it is only ballpark estimates, detailed product information (datasheets, manuals, etc.) 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.

Deconstructing the Four Stages of the Industrial Buy Cycle

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7 Strategies for Using Content to Market Industrial Products

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How an Industrial Distributor Uses Content Marketing Effectively

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The implied C2A is “interrupt your online activity and call us for a price quote.”. Websites of most industrial distributors follow the same basic format – the focus is on their product line card. You will find little evidence of best practices in content marketing – relevant, valuable and compelling content for customers. In other words, the online content is very product-centric. It is rare to find explicit calls to action (C2A) on these sites.

Content Auditing and Mapping it to the Industrial Buy Cycle

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Engaging Content that Solves and Sells

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The WEBENCH Tools help engineers strike the right balance between price and performance, find parts that are in stock and order components from an authorized distributor. As all good content marketers know, engaging marketing content moves the needle.

Variety of Content is the Key in the Early Stages of the.

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Can Industrial and B2B Marketers Learn Creative Problem Solving.

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Home Marketing Matters About Contact B2B Marketing Store Company Website Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders?

5 Things Industrial Marketers Must Do to Attract Engineers and.

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If possible, add basic pricing information on your site to offer complete information without leaving your site.

Using Content to Move Prospects Forward in the Sales Cycle

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Hand over sales-ready leads to sales – your sales team may provide them with additional content such as data and price sheets, set up an online or a face-to-face demo and ultimately move them to the RFP/RFQ stage.

Marketing Automation vs. Inbound Marketing

Industrial Marketing Today

SaaS (software as a service) systems are greasing the skids: Subscription pricing eliminates the need for big upfront costs and allows marketers to prove ROI quicker. 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. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana.

High-Performance Email Marketing for Attracting and Engaging.

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Have Digital Marketing and Social Media Killed the Industrial.

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Home Marketing Matters About Contact B2B Marketing Store Company Website Have Digital Marketing and Social Media Killed the Industrial Sales Job?

Optimizing Your WordPress Business Blog

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It seems the secrets of SEO are known only to a few high-priced consultants.

The Twofold Benefit of Optimizing Marketing Content

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Is Your Industrial Website Still Just a Business Card?

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Home Marketing Matters About Contact B2B Marketing Store Company Website Is Your Industrial Website Still Just a Business Card?

Industrial and B2B Customer Engagement Simplified

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What Not To Do For Better B2B Customer Relationships

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Even though B2B customers consider product features and price very important, what they are really looking for is a remarkable sales experience. Sales experience far outweighs other factors such as company brand impact, produce/service delivery and value to price ratio.

How Relevant Marketing Content Helps B2B Branding

Industrial Marketing Today

One of the key findings from the study was that B2B marketers are realizing that developing brand awareness among their customers’ customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors.

Successful Industrial Websites Require Part DiY and Part.

Industrial Marketing Today

Please share with your friends and followers: Related posts that may interest you: B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers Is Your Industrial Website Still Just a Business Card?

The Disconnect Between B2B Content Marketing and Customer Engagement

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Shortening the Industrial Buy Cycle in 5 Simple Steps

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5 Rules of Website Redesign for Engaging Engineers and Industrial.

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Is Content Curation an Easy Way for Content Marketers to Do More.

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Home Marketing Matters About Contact B2B Marketing Store Company Website Is Content Curation an Easy Way for Content Marketers to Do More With Less?