Industrial Content Reengineering for Improving WIIFM Relevance
The challenge for many industrial marketers is making their content relevant to their prospects and customers. Industrial sales cycles are usually several months long and involve numerous people in...
View ArticleDon’t Let Lack of Content Stop You from Blogging
The mantra for effective business blogging is to regularly pump out fresh content that is reader-centric and not focused too much on you, your products or your company. I agree. [...]
View ArticleMost Industrial and Manufacturing Websites are Still Stuck in Web 1.0
Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating [...]
View ArticleManufacturers Use CAD and 3D Parts Catalogs to Generate Leads
For a while now, manufacturers have been using online searchable product catalogs to generate new leads and sales. Downloadable CAD files have played a major role in components and parts [...]
View ArticleHow to Coax Content Out of Engineers
Keeping a steady flow of content coming out of engineers and in-house technical experts is a challenge. You know your work is cut out for you if you are a [...]
View ArticleHow Manufacturers can Resurrect Product Content from the Dead Zone
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 [...]
View ArticleIndustrial Blogs for Lead Generation Using Inbound Marketing
If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Upper management asking you to fill the pipeline with [...]
View ArticleHow Blogs Help Manufacturers Enter New Markets
The current economy and a global supply chain have forced many manufacturers to reevaluate how they do business these days. Traditional sources of new business – word-of-mouth referrals and repeat [...]
View ArticleInbound Marketing Must Set the Table for Industrial Sales
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 [...]
View ArticleMaking Your Industrial Website Be All It Can Be
Remember the old US Army commercial – “Be All You Can Be?” It was one of the most popular and successful recruiting slogans and the army used it for over [...]
View ArticleUse Content Marketing to Manage Industrial Sales Funnels
B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads Maximize the middle of the funnel (MoFU) [...]
View ArticleContent Marketing Delivers Lead Insight to Sales
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 [...]
View ArticleCreate a Content Series for Industrial Marketing
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 [...]
View ArticleIndustrial Marketing Content that Helps Buyers
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 [...]
View ArticleManufacturers: Don’t Start a Lead Generation Campaign without Sales
Every manufacturing or industrial company that I talk to wants more leads. However, there is a serious disconnect between sales and marketing when it comes to defining a qualified lead. [...]
View ArticleManufacturers Need Lead Management to Close the RFQ Gap
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 [...]
View ArticleManufacturing Infographics for Content Marketing
Infographics, short for information graphics are hot right now. It seems everyone is creating one these days. Infographics have been around for a while and are used to communicate complex [...]
View ArticleYou’ve Got Traffic. Now What?
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 [...]
View ArticleIndustrial Content Marketing with Purpose
In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk [...]
View ArticleLead Generation for Manufacturers: Understanding the Alphabet Soup
[This post was originally published in December 2010. I have rewritten and updated it recently. Last Modified Date: 09/26/2022] Lead generation for manufacturers is not easy, and it takes time and...
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