The Repp Group Blog- web-based strategies to increase sales leads for industrial companies
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Google’s RankBrain: Another Gift for Industrial Marketers

01/05/16 - Tom Repp

Most industrial marketers do not embrace SEO as they should (I know...I have been helping them for 14 years), let alone Google’s new algorithm called RankBrain.

RankBrain…sounds intimidating doesn’t it?

RankBrain is just another algorithm update from Google that improves the search experience for its users.  RankBrain is “machine-learning artificial intelligence technology” that will continue to deliver improved search results, satisfying your industrial customer’s need for answers to their questions. The “machine-learning” part of the algorithm is the new technology Google is promoting.

Google tells us that RankBrain is the “third-most” important signal contributing to page rank. Amazingly Google will not tell us the first two.  Silly Google.  

My guess is, links (i.e. “votes” for your webpages) remain the most important signal and the actual words you use in your content (i.e. webpages, white papers, e-books) are the second most important signal for Google.

What does all this mean for the industrial internet marketing?

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing

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Marketing Automation for Industrial: Holy Grail or Fail?

01/04/16 - Tom Repp

Inbound marketing on a marketing automation platform has become a hot topic within industrial marketing departments. Inquisitive & perceptive industrial marketers want to know the real story behind marketing automation. Is it the holy grail of marketing, as some say? On the other hand, is it a marketing boondoggle?

While taking a break from my grandkids over the Holidays I noticed this report from my favorite marketing automation provider, HubSpot, in the Business 2 Community blog. This report sheds some light on the nagging questions.

There is tons of marketing automation platforms out there. Knock yourself out if you want to research them.  In a recent video, Marcus Sheridan, marketing automation evangelist, provides a  holstic view of marketing automation, Is HubSpot and Marketing Automation Right for Your Business?  I believe Marcus’ assignments are just as valid for industrial as any sector.

In my mind, HubSpot provides the best experience and results for the small to mid-size industrial market, where my practice focuses. The State of Inbound reports in the past have been spot-on in terms of my experience on the ground.

Tags: industrial marketing strategy, Inbound Marketing, marketing automation

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6 Reasons Industrial Sales Should Beg for Inbound Marketing

12/17/15 - Tom Repp

Your best salespeople have mastered the art of overcoming rejection. Still…there is nothing worse than meeting a potential customer that is lethargic and aloof towards you and your product.  Your best attempts at “features & benefits” and summoning your most charming quips fail to break the ice.

…Just plain uncomfortable and gets very old after hundreds of sales calls.

Now, let me turn the tables with a personal story that highlights the benefits of inbound/content marketing for your sales group.

Almost three years ago, the President of a manufacturing company in Michigan who I knew me personally introduced me to his marketing team. Like a good sales rep, I was ready with the obligatory business card.  As we exchanged greetings and biz cards, two out of three chimed in with, “Oh, we don’t need that (the business card) we read your blog and your LinkedIn profile.

WHAM!  Paradigm shift.

That is one big reason your industrial marketing team should be producing content. I was introduced as a trusted consultant, instead just another charming salesperson.

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation, Inbound Marketing

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Why I Love…BORING…Industrial Marketing

12/07/15 - Tom Repp

Let’s face it, custom hydraulic manifolds, industrial chillers, asynchronous electric motors, vendor managed inventories and cnc prototypes are boring.

In the age of search, mobile and social, it is damn hard to compete with Donald Trump, pop culture, the latest hit TV show or the latest version of the Snuggie. 

As an industrial marketer…that is the point.

You do not have to compete with the constant barrage of unwanted ads, current events or freak shows that parade across our digital tethers. Your industrial marketing strategy can be really boring. 

See…the industrial buyer is different. The industrial buyer is craving…BORING…information that can make his life easier. The, engineer-type, industrial buyer is annoyed as hell with all the unsolicited media that disrupts his day.

Marketing disrupts us constantly…and we are sick of it. Especially, since we can find anything we want on an as-needed basis.

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation

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[Podcast] HUGE B2B Lead Generation Opportunity for Mfgs

11/19/15 - Tom Repp

Bruce McDuffee and I did our first podcast at Manufacturing Marketing Institute. Our topic was content saturation and how the lack of good content from your industrial competitors creates a huge opportunity for B2B lead generation for savvy industrial marketers.

Key takeaways from this podcast:

  • A fresh way to look at your industrial marketing strategy
  • Content marketing or inbound marketing works, but it is hard and it is worth getting some outside help.
  • Take advantage of the huge opportunity by embracing modern marketing strategy & tactics, SEO, content marketing and marketing automation.
  • A particular focus on the concept of content saturation and how to use Google’s commands to research your competitors’

CLICK HERE to enjoy The Huge Opportunity for Manufacturing Companies

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation, Inbound Marketing, content saturation

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8 Clues Your Industrial Marketing Strategy is Obsolete

11/18/15 - Tom Repp
  1. There is no buy-in from the boss.

Clearly, inbound marketing is becoming mainstream for industrial marketers.

In the last couple of years, I have started two inbound marketing projects from major industrial companies that initially bought into the idea of content marketing or inbound marketing.  I could sense a natural reluctance from these two baby-boomers.  One owner even told me he did not expect this marketing effort to work.  I then ask him why he was moving forward, his response was, “I hear this is thing to do”. 

I learned my lesson.  I should have stopped him from writing the check right there.

In both cases, the projects were going well.  That is, the web sites received a fresh look, the web traffic was up by over 300%, in both cases the web forms were gathering leads and product quotes. I was thrilled at the progress.

Then the owners lost interest and went on to the next shining object. After only 6 months. Sound familiar? Need I say more?

Contrast those cases with a committed, long-term vision, of extending their industrial brand theme using inbound marketing for top-of-mind awareness and lead generation.

Night and day.  Failure and success.

I prefer success.

Tags: Content Marketing, B2B Lead Generation, Inbound Marketing, industrial marketing stratey

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[Infographic] For Industrial Marketers & Bloggers: How Do You Compare?

11/12/15 - Tom Repp

If I have said it once, I have said it a hundred times.  Hands down, creating a helpful industry blog is the best way to drive traffic to your web site, extend your industrial brand and create top-of-mind awareness.  And...a first step in your content marketing strategy. 

I write often about examples of industrial marketers using blogs for lead generation and brand extension.

Anyway…I thought it would interesting for my industrial blogging friends to see how your blogging efforts compare to other business bloggers.  You are blogging aren’t you for B2B lead generation?

Hats off to our friends at copyblogger.  Take a look at some great research on business blogging. Click the read more button below. 

Tags: industrial marketing strategy, B2B Lead Generation, industrial blogging

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[Infographic] Four Steps to Online Dominance for Industrial Marketers

11/11/15 - Tom Repp

It takes four steps to get a home run in baseball; first base, second, third & home plate. 

Imagine hitting a home run for your industrial marketing strategy.

Imagine only four steps to creating an online presence that dominants your industrial niche. Imagine...every time a prospect types in your businesses’ critical keywords they land on your blog, a white paper, or a very cool premium e-book.  Or…maybe they land on a recent interview you did with an industry expert explaining how your engineers solved an age-old industry challenge. Imagine the B2B lead generation for your business.

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation, content saturation

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Use Content Saturation to Own Your Industrial Niche

11/04/15 - Tom Repp

Just imagine owning your online industrial niche.

I wrote a blog post this past July, briefly, expounding on content saturation and what a bonanza it is for industrial marketers. The blog post was well received, particularly by other industrial marketers.

I still believe it is an unbelievable opportunity for most industrial marketers. Allow me to expound a little more about content saturation. Maybe…I will convince a few more, perceptive, B2B industrial marketers.

First, let me define content saturation for all the late comers. Go to the first couple of paragraphs of July’s blog post to understand content saturation.

As an example of low saturation, allow me to give you a little “inside baseball” stuff. (Sorry…one of my favorite metaphors… since the Royals just beat up my Tigers this year and won the World Series this past Sunday)

Tags: Content Marketing, B2B Lead Generation, industrial marketing stratey

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Digital Media for the Industrial Marketer: From IHSEngineering360

11/03/15 - Tom Repp


I had a meeting this morning with a very progressive industrial marketer.  We were developing a focused content marketing strategy built on the HubSpot marketing automation platform.  What a pleasure to work with such a forward thinking marketer.

Then I came back to my office and the latest report from IHSEngineering360 (formerly GlobalSpec) was in my inbox.  These guys do some of the best research in the industrial sector and I always read their content and save their reports for later reference.

Here are a few highlights:

  • You must connect with potential customers early in their buy cycle in order to be a contender later when they are ready to make a purchase decision.
  • You must be found in the early stages of the buy cycle to be on the buyer’s short list.
  • As in-person tradeshows continue to experience decline, webinars have filled the void for interaction between technical professionals and vendors.
  • Digital publications, which fit neatly with engineers’ online work behavior, trump printed trade magazines as an information resource across all age groups.
  • While you may not drive sales directly through social media, you can distribute your content, build brand awareness and help to establish a thought leadership position—as well as interact with a new generation of technical professionals.

Based on my own knowledge, my own instincts and data from HIS Engineering360, I predict our progressive marketer I met with this morning will own his online niche in a couple years…with resulting sales results.

Read IHSEngineering360’s most recent report, 2015 Digital Media Use in the Industrial Sector and then let me know what you think?

Does your industrial marketing strategy match what others are thinking in the market?

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Tags: industrial marketing strategy

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