Are industrial internet marketers stupid or ignorant about their go-to-market strategies?

In light of the success of content marketing for B2B lead generation, why are industrial marketers so ignorant? Here are two contrasting approaches.

content marketing seo vs technical seoJust yesterday I had lunch with an old marketing friend that had retired from a large B2B manufacturer in Michigan. To protect the innocent I will just say this manufacturer is a market leader in their respective niche. They do about 70 million is sales, and feature long sales cycles. Their products are typically large capital expenditures. If you are a regular reader of my blog, I know what you are thinking. “Hummm…sounds like an ideal candidate for content marketing”.

My friend went on to tell that they actually started some content marketing (some call this inbound marketing) by launching a blog. However the President took it down after a few months because it was eating up resources and he did not see any results.

“Are you kidding me”…I blurted. Continue reading “Are industrial internet marketers stupid or ignorant about their go-to-market strategies?”

Most Owners of Industrial Companies Hate Their Web Sites. Why?

Most industrial business owners & marketers are not very happy with their web sites & web strategies. Why?

As a former owner of a web development hubspot dashboard for market pipelineI probably have more experience than just about anybody with web-based industrial marketing. I have been in the industry since 1997 & founded a web development company in 2006 with my partner. When we started we realized there was a need in the industrial market for a quality web site that was search engine optimized. At the time most of our customers had not even heard the term “SEO”.

Looking back, I feel that many industrial marketers and owners were almost forced into developing a web site because everyone said they had to or their competitors had a shiny new web site. “OMG…I can’t have Joe have a nicer web site than mine!”

Almost without exception when we started a new web project I had the impression the owner felt he was in the dentist chair ready to get drilled without drugs.

Putting a new roof on my house also comes to mind. Expensive, necessary…but no real value. Continue reading “Most Owners of Industrial Companies Hate Their Web Sites. Why?”

3 Ways to Compare Traditional Industrial Marketing with Digital Content/Inbound Marketing

Industrial marketers truly risk irrelevance if they continue to stick their heads in the sand. Let’s compare old marketing with the new marketing

inbound marketing a magnet that attracts customersI was cruising down I-94 yesterday heading to Chicago to visit a customer and thinking about the overwhelming disruption our industrial internet marketing friends have had to deal with the last several years. Then it dawned on me, within a half generation or so the industrial buyer will have never known a market without access to your company’s information at any time via a mobile device.

I thought to myself that is a remarkable statement. Are industrial marketers really prepared for all this disruption?

Not even close!

Industrial marketers continue to cling to their old ways. That is just human nature. Continue reading “3 Ways to Compare Traditional Industrial Marketing with Digital Content/Inbound Marketing”