The Repp Group Blog- web-based strategies to increase sales leads for industrial companies
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Industrial Content Marketing is Tough…But Worth It

08/10/16 - Tom Repp

I have done industrial content marketing for 5 years. I know what works and what does not work. I maintain the industrial marketers that start a quality content marketing strategy now, will build a digital moat around their businesses with competitive advantages. Most will need outside help to get there.

However, I believe the rewards will be significant for forward thinking industrial marketers.

But…it is tough. I always want to give my clients’ a dose of reality.

  • Is the owner or C-suite on board with content marketing?
  • If industrial content marketing does work, can they handle the RFQs and leads?
  • Do they really have the resources to mount a content marketing strategy that resonates with buyers?
  • Will they need outside help to get started with a quality effort?
  • Etc, etc....

I know most of the “players” in the industrial content marketing “space” and monitor all their blogs. I noticed this one from Achinta Mitra, a terrific industrial marketing professional in the Houston area.

Tags: Content Marketing, industrial marketing strategy


Your Industrial Brand Should Be Your “Publisher”

08/01/16 - Tom Repp

That’s right, your industrial brand should be your “publisher”.

Let me give you an example of what I mean. Maybe the concept will help a few industrial marketers pick up the mantel of content marketing for industrial & run with it for competitive advantage.

I have always considered Harley Davidson to be one the best companies in the world at branding.  Harley sells “The Dream” better than anyone. Just read some the copy on Harley-Davidson’s current website, each associated with one of their fine machines:



Tags: Content Marketing, Industrial branding


[PODCAST] Marketing Automation for Industrial: Grab a Competitive Edge

07/26/16 - Tom Repp

Wondering about marketing automation for your industrial company?  Wondering if your industrial marketing strategy needs a shot of adrenalin? 

Here are some answers.

Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and hear about the risks and rewards of using marketing automation for industrial.

Key takeaways from this informative podcast:

  • What is marketing automation?
  • Why is it different from Constant Contact?
  • How marketing automation gives industrial marketers’ a competitive advantage?
  • Why understanding content saturation is critical for online dominance
  • Why your buyer’s new behavior demands great content?
  • Who should not use marketing automation?


CLICK HERE for Tom & Bruce's podcast, An Opportunity for Manufacturers to Gain a Competitive Edge With Marketing Automation




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Tags: industrial marketing strategy, marketing automation, content saturation


Industrial Content Marketing: Best Way to Improve Industrial Brand

07/20/16 - Tom Repp

When I first meet a customer, one of the most common complaints is, “Tom, we just need more awareness. We have a great product/service, but more people need to be aware of what we do”.

Without hesitation, I say, “Industrial content marketing”

Then the classic, “deer in the headlights” look.

After a brief introduction to content or inbound marketing, I share the following example:

We are doing an industrial content marketing project for a large industrial supplier.  After polishing up their brand theme to communicate their unique capabilities, we deployed a new website and a lot of new content such as, blog posts, premium e-books, etc.  More content, such as webinars, podcasts and videos are to come.


5 Reasons Marketing Automation for Industrial Must be Deployed

07/01/16 - Tom Repp

I guess by Malcolm Gladwell’s “10,000 hours of deliberate practice” rule I am a “world-class” industrial internet marketer. Not sure, “world-class” is accurate, but I am confident that I offer more experience than most concerning the best way to leverage the web for industrial branding and lead generation.

Given my knowledge and experience I believe the advent of marketing automation for industrial offers our rust-belted friends a unique opportunity.

The folks that write the checks often ask me, “Tom, name the top business reasons why I should go down the marketing automation road.”

So...after much deliberation and consulting with others knowledgeable about marketing automation for industrial…here you go.

Tags: Content Marketing, Industrial branding, marketing automation


Inbound Marketing for Industrial is Not a One-Trick Pony

06/27/16 - Tom Repp

Many times my business peers accuse me of just promoting content or inbound marketing for an industrial marketing strategy.

I guess that is the hazard of passion.

You bet…I am excited about inbound marketing for industrial, but I have never advocated JUST inbound marketing as the only channel to market.

I am excited about the early adaptors of inbound marketing for my industrial marketing friends. Long term, a coherent inbound marketing strategy can build a significant competitive advantage…or, as I call it, a “digital moat”.

However, inbound marketing alone will not provide sustainable marketing success.

No way…

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing


Industrial Marketers: Time to Outsource Your Content Marketing?

06/24/16 - Tom Repp

You felt like a real visionary. You remember several stocks in emerging industries and you, almost, bought them at a reasonable price. You quickly calculate what your earnings would be today if you pulled the trigger on that 100-bagger. You think, “I could retire”

“Oh well.”

Again, the creative juices are flowing.  You feel on top of the marketing world because you have put in the due diligence to stay on top of industrial marketing trends. Again, you feel like a visionary. You feel like you are ahead of the crowd. After many late nights “off the clock”, you decide on a marketing automation platform and cobble together a content marketing strategy…in your mind.

You then put together a plan and get a budget approved by your owners. You spruce up your industrial brand, you re-design your website to trumpet your new brand message.  You purchase your marketing automation license and start producing content to deploy on your shining new software platform.

“Boy o boy, is this marketing dashboard cool!”

Tags: Content Marketing, industrial marketing strategy


Inbound Marketing for Industrial. Could of, Would of, Should of

06/10/16 - Tom Repp

Remember, a few years ago, when you had the urge to purchase Google or Apple stock and simply did not have the money or the guts to pull the trigger?

Five years from now,  you will have a similar feeling.

You will watch as your industrial competitor fully embraces inbound or content marketing for industrial. You will, admirably, look at the digital moat he has built around his business by deploying quality, helpful, content that his prospects and customers love.

You watch, with anger, as his web pages rank much higher for the most critical keywords in your industry.

You watch, in envy, as he collects all the leads from the web by attracting more visitors to his website and turning them into customers using proven inbound marketing tactics.

Now…Imagine five years from now you took a critical look at your industrial marketing strategy today. You decided to pull the trigger and embrace inbound marketing for industrial.


How to Reach Your Millennial Industrial Buyer

06/06/16 - Tom Repp

If you have read any of my blog, you know I promote inbound marketing for industrial. I often begin my argument with something like, “Your industrial buyer’s behavior has changed”. 

Or…”Your industrial buyer starts the traditional buyer’s journey with search…you greet them with great content.”

Or…”One of the best ways to improve your industrial brand is by producing quality, helpful content that greets your online prospects.”

All valid arguments.

However, it just hit me today at I watched the CBS Morning News.   

Probably the best and most valid reason to engage inbound marketing for industrial is the fact that your baby-boomer buyer is now replaced by the largest working demographic…the millennials.

80 million of them, according to the US Census.

Tags: industrial marketing strategy, Inbound Marketing


Industrial Marketing Strategy Need Help? Watch Donald Trump

06/01/16 - Tom Repp

Allow me to start with one of my favorite quotes from Guy Kawasaki, former Apple marketer & venture capitalist:

  • "If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing."

Love him or hate him, it is fair to say that Donald has some good grey matter between his ears…or under his hair. It is also fair to say we are watching traditional marketing and communications disrupted in a massive way.

Tags: industrial marketing strategy, inbound marketing for industrial