Industrial Marketing Today

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Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial Marketing Today

Often, their stated […] The post Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work by Achinta Mitra appeared first on Industrial Marketing Today.

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Marketing Today

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers.

BANT May Not Work in Qualifying Leads for Industrial Sales

Industrial Marketing Today

It made a lot of sense from salesperson’s point of view because they want to know up front if the prospect has the money or can […] The post BANT May Not Work in Qualifying Leads for Industrial Sales by Achinta Mitra appeared first on Industrial Marketing Today.

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Lead Generation for Industrial Companies is a Process not a Campaign

Industrial Marketing Today

That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers. I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation.

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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What Does a Content Marketing Strategy Mean for Industrial Companies?

Industrial Marketing Today

In my experience, option number 3 works the best. I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” That’s very good advice but what does it really mean if you are on the other side of the table and are responsible for marketing your industrial company?

Industrial Companies shouldn’t Replace Email Marketing with Social Media

Industrial Marketing Today

To make email marketing and social media work together where the whole is greater than the sum of its parts, requires a lot more planning and careful implementation than just adding social media buttons to your email campaigns.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I am working right now on creating a new blog site for a manufacturing client that is scheduled to launch in mid Q1 2012. These videos may lack the slick, studio quality but the informal approach seems to work well with the target audience.

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

Industrial Marketing Today

These work best for middle of the sales funnel (MoFU). Project galleries with photos that have informative captions describing the work done, size and the location of each project. 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.

Why Industrial News Releases Make Good Blog Posts

Industrial Marketing Today

They work because the content is mainly about features that help engineers specify these industrial products. [.]. Press or news releases about industrial products have been and still are very popular. 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 for Engineers

Industrial Marketing Today

Yes, I do get it that the lines between work and personal lives have blurred thanks to today’s hyper-connected world where everybody is always “On.” It is not just about facts and figures, engineers want content marketing to talk about challenges and issues that they face in their work life on a daily basis. I’ll go out on a limb and state that content marketing for engineers is different.

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

Industrial Marketing Today

Best practices of lead scoring and management require at least the following: Sales and marketing must work together in defining what constitutes a qualified lead for their particular business. 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

How will different digital marketing tactics work together as an effective digital marketing strategy for you? For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec.

Industrial Marketing Company Celebrates 25 Years in Business

Industrial Marketing Today

I learned my business in the early years by doing production work for other ad agencies and printers around town. By the grace of God, things have worked out very well for us and we have successfully weathered the ups and downs of running a marketing company and the vagaries of the economy.

Manufacturing Infographics for Content Marketing

Industrial Marketing Today

Viral content is extremely popular in consumer marketing and it can work just as well in industrial marketing with some tweaking. Infographics, short for information graphics are hot right now. It seems everyone is creating one these days.

Blogs and Social Marketing in the Upstream Oil & Gas Industry

Industrial Marketing Today

I am sure you have your own list of blogs and social media marketing on hydraulic fracturing if you work in the upstream Oil & Gas industry.

Don’t Underestimate Industrial Marketing’s Contribution to Sales

Industrial Marketing Today

But how a buyer got your name in the first place is through the work of earlier exposures to your online marketing presence.”. Based on my experience of working with industrial companies, I can guarantee you that none of this will work unless there is close cooperation between sales and marketing, and success requires complete buy in from the leadership of the company.

Digital Marketing Can Increase Industrial Sales

Industrial Marketing Today

This has worked great in the past but the Internet and digital marketing have changed how that process works today. 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.

When the Going Gets Tough, B2B Marketers…

Industrial Marketing Today

These regional manufacturing expos are billed as “serious working shows” because OEMS attending one of these shoes often find multiple sources to take a project from concept or prototype to finished product quickly and at competitive prices.

Can Digital Marketing Make the Phone Ring for Industrial Companies?

Industrial Marketing Today

I firmly believe that complex industrial sales require both sales and marketing to work together. Read Inbound Marketing Must Set the Table for Industrial Sales for ideas on how to get sales and marketing to work together. Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies.

Do You Believe in Industrial Websites?

Industrial Marketing Today

If you are not convinced, take a look at these two findings from two different research studies done by GlobalSpec: 48% of industrial professionals spend six or more hours per week on the Internet for work-related purposes and 28% say their time on the Web for work is more than nine hours a week. Have an open and honest discussion with 2 or 3 companies on your short list to get a good feel for how they work, their grasp of your industrial customers and their industry experience.

Manufacturers Need Lead Management to Close the RFQ Gap

Industrial Marketing Today

Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. Here are the steps I go through to change their minds and have worked well for me: Step 1: Give them an overview of what inbound marketing is all about and how it differs from traditional outbound marketing. BTW, did you realize that the above plan of action wouldn’t work unless I had a blog that is devoted to industrial marketing?

You’ve Got Traffic. Now What?

Industrial Marketing Today

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. I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people.

Industrial Companies Underuse the One Social Media Tactic with Proven ROI

Industrial Marketing Today

on a scale of 1 to 7 for “Value” as a resource for researching work-related purchases. 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. When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget. The advice I’m about to share here is based on my 25 years of hands-on experience working with manufacturers and industrial companies. Encourage marketing and sales to work together as a team.

Create a Content Series for Industrial Marketing

Industrial Marketing Today

Also, works well for demonstrating equipment capabilities. That is exactly how inbound marketing with content is supposed to work! Happy New Year! This is my first post in 2012 and I want to start the New Year by answering a perennial question about content marketing for manufacturers and industrial companies. The question – what do we write about? The answer – create a content series.

Why Industrial Companies and Manufacturers Struggle with Content Marketing

Industrial Marketing Today

Make a business case for content marketing being a sales enabler and that sales and marketing can work together as a team. Many industrial companies and manufacturers struggle with content marketing. It is not because marketers and decision-makers in these organizations don’t understand the value of inbound marketing but implementing an effective content marketing strategy is proving to be quite a challenge for them.

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

Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing. 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

Architectural, Engineering and Construction (AEC) industry professionals have found innovative uses of QR (Quick Reference) codes in their daily work. Citizens can instantly get details such as the approved scope of work, identity of the property owner, other approved projects associated with the permit, any violations related to the location and they can initiate a phone call to 311 to make a complaint.

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

According to Professor Marks, it is quite simple to use his Product Analysis Worksheet and this is how it works: There are four basic layers – features, advantages, motives and benefits.

Inbound Marketing Must Set the Table for Industrial Sales

Industrial Marketing Today

I know how strange that might sound, but for most companies, leads mean more work and very little to show for it. Let’s look at some specifics on how the two need to work together for inbound marketing to succeed: Marketing can only create relevant content by having a clear understanding of the different stakeholders, their pain points and the decision-making process.

Content is the Foundation of Good Relationship Marketing

Industrial Marketing Today

Ready to use reports for planning preventive maintenance work without costly shutdowns. 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. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers.

URGENT!

Industrial Marketing Today

Our technical department is working on the issue and we’ll be back online soon. Please note that our company website tiecas.com is temporarily down. Please call 281.969.7514 and/or email us at sales(a)tiecas.com. Thanks for your patience. The post URGENT! by Achinta Mitra appeared first on Industrial Marketing Today. 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.].

Small Manufacturers Use Social Media Effectively

Industrial Marketing Today

Many engineers, specifiers, users and buyers of industrial products regularly use social media in their personal lives but work-related usage is limited among this audience. Social media still remains a mystery to many manufacturers and industrial companies even though there is an abundance of evidence of its success in general B2B marketing.

Website Content Must Address What’s Keeping Engineers up at Night

Industrial Marketing Today

As a result, they are not as involved in the hands-on design work of their earlier years. Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk. Security. Compliance. Does your website content address those issues? The content on your industrial site may be missing the mark completely if it doesn’t speak directly to engineers’ pain points.

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Subscribers to Free Content are NOT Leads

Industrial Marketing Today

Developing an effective scoring system requires marketing to work closely with sales. I’ve heard some of my manufacturing clients call their subscribers free content leads. I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new subscribers as leads.

Industrial Blogs for Lead Generation Using Inbound Marketing

Industrial Marketing Today

In this post I’ll talk about how the three work together nicely in industrial and manufacturing marketing. If so, how well is it working for you? If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads.

Relevant Content Converts More Industrial Site Visitors into Sales Leads and Customers

Industrial Marketing Today

Size; Valve Flow Coefficient (Cv); Working Pressure and Temperature; Media Handled: Valve Body Materials; Wetted Parts; Valve Actuation and Standards (ANSI, ASTM etc.). A manufacturer of industrial automation parts gains new customers from custom design work by offering an online and downloadable version of their CAD Configurator. More how-to, less copy – Engineers and technical professionals prefer to see how things work instead of reading long descriptive prose about it.

Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

Even though work-related usage of social media is low among industrial professionals, it is here to stay. 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. However, that doesn’t necessarily mean that industrial marketers are very happy with the results.

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