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

Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and explore why marketing automation for industrial can provide a competitive edge.

marketing_automaton_for_industrial.jpgWondering 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

5 Reasons Marketing Automation for Industrial Must be Deployed

Industrial marketers using marketing automation is still rare. Here are 5 reasons to take another look at marketing automation for industrial.

sherlock_holmes.jpgI 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.

Continue reading “5 Reasons Marketing Automation for Industrial Must be Deployed”

For B2B Lead Generation…It Is ALL SYSTEMS GO

HECO Industrial Services Group takes advantage of the gifts that Google has given them and deploys an inbound marketing strategy with a fresh brand theme…All Systems Go

HECO-All_Systems_Go.jpgEvery now and then, I need to participate in a shameless plug and demonstrate some of the work we are doing on behalf of our customers. We are changing the face of industrial marketing by creating a web-based, growth-driven, lead generating machines.

At The Repp Group, we recently launched a new website for HECO Industrial Services at www.hecoinc.com.  Allow me to toot HECO’s horn…and ours.

First, with help from Maxwell and Miller, we pumped up the HECO brand theme.

After exhaustive interviews with the owners, engineers and the sales group, we knew we had to distance HECO from the typical industrial supplier.  HECO sells much more than electric motors. They provide piece of mind on the plant floor by optimizing the performance of the entire electric motor-driven powertrain.

As I have written in several blog posts, industrial suppliers have a wealth of content stuck in their file cabinets and banker boxes.  It was no different at HECO. Continuing our interviews, we found plenty of content in their file cabinets to build a strong brand case…and years’ worth of blog posts. We also found plenty of great content in HECO’s mental “file cabinets”.

Continue reading “For B2B Lead Generation…It Is ALL SYSTEMS GO”

Marketing Automation for Industrial: Holy Grail or Fail?

Marketing automation for industrial marketing can be a huge competitive advantage, IF you can find the right talent

industrial_marketing_failure_or_success.jpgInbound 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  holistic 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.

Continue reading “Marketing Automation for Industrial: Holy Grail or Fail?”

Can Marketing Automation Provide ROI for Industrial Marketers?

Industrial marketers have a greater opportunity for ROI than most businesses using marketing automation

marketing_automaton_for_industrialStay with me on this short blog post. There is big payoff at the end for your industrial marketing strategy.

Marketing automation for industrial comes with a healthy dose of skepticism. John Wanamaker, considered the “pioneer in marketing”, long ago said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” It is not surprising industrial marketers’ are skeptical of marketing automation and its benefits. They want sales.  They want ROI. They want it now.

Continue reading “Can Marketing Automation Provide ROI for Industrial Marketers?”

Using HubSpot [Marketing Automation] vs.Traditional Industrial Marketing?

Industrial marketing strategy:The most important question an industrial marketer can ask himself.

marketing_automaton_for_industrialNow…here is the big question for owners and marketers of industrial products.

In the last 3 years, in your personal and professional life, have you ever purchased anything without first checking in with Google? The answer is probably, “Of course, I always check with Google before I make a purchase.”

Then, why doesn’t your sales and marketing content (blogs, emails, spec sheets, how-to’s, ebooks, etc.) greet your prospects and customers when they look for your company’s products in Google & other search engines?

I know the answer.

Continue reading “Using HubSpot [Marketing Automation] vs.Traditional Industrial Marketing?”

Which Marketing Automation Platform is Best for Industrial Marketing

Is marketing automation right for the industrial marketer. Here are a couple views of marketing automation and benefits industrial marketers will find

marketing_automaton_for_industrialMarketing automation is a topic of conversation in almost every marketing brain dump in conference rooms around the world. Industrial marketers have been slow to the trough of marketing automation and lead generation.

Content Marketing Institute’s research tells us things are changing in last March’s report, Manufacturing: B2B Manufacturing Content Marketing   CMI’s research tells us there is rapid adoption, but success is still elusive for industrial marketers.

Continue reading “Which Marketing Automation Platform is Best for Industrial Marketing”

Can Wix, Foursquare, etc. Satisfy Your Online Industrial Marketing Needs?

Online content management systems such as Wix.com make building a web site easier than ever. Are they right for the industrial marketer?

content management systemsI recently was ask by a prospect, “Why can’t I just use Wix.com to create my own web site?”.

I thought and replied, “Good question”. If this prospect has that question, then it is safe to say that others are thinking the same. I also thought, “That would make a great blog post”.

First, let us look under the hood of Wix.com and see what you get with a, “free”, online content management system or web-builder.

With the help from my friend and E-business marketing major at the Haworth School of Business at WMU, Joe Williams, we address the subject of inexpensive content management systems as they apply to industrial marketing. Continue reading “Can Wix, Foursquare, etc. Satisfy Your Online Industrial Marketing Needs?”

6 Screw-ups Industrial Marketers Make Using Marketing Automation

Many industrial marketers are testing the waters of marketing automation & content marketing. Do not make these mistakes.

marketing automaton for industrial# 1-NO PASSION:

As in any endeavor, it certainly helps to have passion if you are to succeed. So it is with marketing automation for industrial marketers.

Marketing automation is one those new shiny objects that attracts so many. Just the phrase, “marketing automation” sounds euphoric to a busy industrial marketer.

Almost without exception, most industrial business owners struggle with marketing in general. They all tell me so. So…when a new strategy includes “marketing automation”, their entrepreneurial brain shifts into overdrive.

The panacea they think it could be…it is not. Continue reading “6 Screw-ups Industrial Marketers Make Using Marketing Automation”

Why Not Give Your Web Site a Raise & Fire Your Sales Person?: 6 Disruptive Dynamics for Industrial & B2B Lead Generation

Inbound/content marketing are changing the way industrial marketers generate leads. Maybe it is time you give your web site a raise and fire your least productive sales person.

blogging equals more leadsWould you expect results from a $25K per year sales person?  Of course not.  Don’t expect miracles from a low budget web strategy either.

Google has given the industrial marketer the opportunity to hire a lead generation machine…a real sales   professional and you don’t even need to pay him benefits.

But you have to go through the same pain, due diligence, process, failure and euphoria you experienced when you hired your most valuable sales professional.

Sorry!  Google disrupts again. Continue reading “Why Not Give Your Web Site a Raise & Fire Your Sales Person?: 6 Disruptive Dynamics for Industrial & B2B Lead Generation”