Here is a brilliant summary of the strategy industrial marketers must use to stay competitive in the online world.
On January 6th I posted an example of a brilliant marketing strategy targeted at CEOs of industrial manufacturing companies. I promised to follow up with an interview with Bruce McDuffee the author of The Manufacturer’s Growth Manifesto on SlideShare.Bruce is also the author of the blog, Modern Marketing for Industry.
Want real life examples that content marketing works for industrial marketers? Read my recent interview with Bruce McDuffee. Continue reading “A Brilliant Industrial Marketing Strategy from Bruce McDuffee [Interview]”
You know your industrial web strategy/web site needs some new life. Here is a great place to start: “The Manufacturer’s Growth Manifesto”
I have been involved in web development and web marketing since 1998. I guess that makes me an expert if you use Malcolm Gladwell’s “10,000 hours of practice” rule.
When I started a web development company in 2006 with my partner. I was an early adaptor of the web in general. I was, clearly, an early adaptor for SEO (search engine optimization) for the industrial market when we started. We have helped many mid-size industrial companies with lead generation by building web sites with solid SEO practices. While these practices are still effective, there is more that we can do.
Boy… have things changed in the last couple of years. Mostly your buyer has changed due to the proliferation of quality content that rushes him through the buyer’s journey at a pace unimaginable just 3-4 years ago.
WAKE UP FOLKS. Your go-to-market strategy must change NOW! Continue reading ““The Manufacturer’s Growth Manifesto”: The Ultimate Lead Generation Strategy for B2B Industrial Manufacturers”
4 New Skills Required…The Sales Shift for Industrial Sales & Marketing
While spending Christmas at my Son’s home near Ft. Hood, Texas, I finished reading Frank Belzer’s groundbreaking book Sales Shift. Having to do “work” gave me a reason for an occasional respite from the Christmas hoopla (Jack, 3 years old and Paul, 4 months old). Of course, I also had to post on my blog while “working” and I felt the concepts outlined in Belzer’ s book were worth some “ink” for our industrial sales & marketing friends.
Because of the effectiveness of content marketing/inbound marketing as a lead generation tactic, industrial sales groups must make dramatic shifts in the way they approach their prospects and customers.
I speak with good authority concerning Belzer’s book. Personally I have made the “Shift” Belzer outlines in his book. For me, the “Shift” has been gradual over the last 3 years. The “Shift” has been required by new technologies and market realities. The “Shift” has been easy for me because I love change and I enjoy the challenge of learning new ideas. Most importantly, the “Shift” has been mandated by our customers. Continue reading “4 New Skills Required…The Sales Shift for Industrial Sales & Marketing”
Do Industrial Sales Reps Still Need Business Cards?
Well…maybe a few. Let me explain
We all know your customers and buyers are more informed than ever. It is now said by several trusted resources, such as Gartner, Forrester etc., that your buyer is 70% through the buying’s journey before the sales group has a chance of getting their hooks into them.
I recently was in my office at home when my 15 year old Denon receiver took a dump. I quickly went to the web and researched receivers that fit my specifications. In less than a half hour I had made a decision on which receiver was best for my application. Normally I would have ordered on Amazon, where I read many reviews as part of my research. Instead, I needed the receiver quickly so I jumped in the car and drove off to Best Buy.
I walked briskly in the door at Best Buy, proceeded directly to the home entertainment area and picked up my new Yamaha RX-575 Receiver.
Done. No interaction with a salesperson. Continue reading “Industrial Sales Reps Don’t Need Business Cards Anymore”
If you want comprehensive resources for industrial marketing automation and industrial content marketing…you found the right link.
Few deny that marketing automation can provide measurable benefits for all types of businesses. Marketing automation still has a low adaptation rate among industrial marketers. Industrial marketers are still hesitant to stick their toe in the water. My experience and research tells me the ones that have adapted marketing automation have, almost universally, underutilized the software and resulting benefits.
I would like to briefly examine why that is and identify real business reasons why marketing automation just makes sense for industrial marketers. Continue reading “Is Marketing Automation Worth It? …9 Business Reasons Why Industrial Marketers Must Embrace It”
Want to read a real live case study of a very boring industrial company that has mastered business blogging with spectacular results…Indium Corporation in Utica, NY
As industrial marketers we have all heard it. We all know someone that expands on the virtues of blogging for business. I know industrial marketers reading this are wondering, “How and the heck am I going to find time to blog about my business”
As my old basketball coaches used to say, “It’s not what happens between the base lines, it what happens between your ears”
I suggest you change your attitude about the web in general.
View the web as the OPPORTUNITY that you have been looking for to improve your company’s brand and improve lead generation. If you embrace that attitude you can exploit the web to foster the dramatic changes you envision.
Sorry! The first place to start is a blog. Continue reading “Best Practices for Business Blogging (Case Study)…& Major Benefits Industrial Marketers are Missing”
Industrial Marketing Wisdom from the Salty Dog Café. What to do, right now, to get started with a successful industrial marketing strategy.
I was recently on vacation and could not help but notice this tired, yet sage advice from the Salty Dog Cafe in South Beach Village on Hilton Head Island.
One of my goals during my vacation was to re-read David Meerman Scott’s, The New Rules of Marketing and PR (fourth edition, just released). I did get through most of Scott’s fourth edition and came away more convince than ever that industrial marketers are sitting on a powder keg of opportunity. Yet, many industrial marketers are not aware of this global phenomenon that is right under their posteriors. Continue reading “Industrial Marketing Wisdom from the Salty Dog Café”
Study from Harvard Business Review (HBR) comparing the ROI of direct mail versus e-mail.
I have often wondered if there were quantitative differences between direct mail ROI (return on investment) and email ROI?
I recently found a study done this past January (2013) from Harvard Business Review. It is very instructive and appears to answer some pretty basic questions and dilemmas we all face while marketing to your industrial customers. Continue reading “Direct Mail vs. Email for Industrial Marketers. What Works Best?”
Blog post from Tom Repp about content marketing for industrial marketers and the opportunties they are missing by not engaging their audience earlier in the sales funnel
In the highly acclaimed book about content marketing titled Content Rules (www.contentrulesbook.com) Handley and Chapman identify HubSpot as the “poster child” of content marketing. If you have spent time browsing the web about industrial marketing or marketing in general you have run across some of HubSpot’s content. The content…whether a white paper, a blog post or video is designed to engage more customers at the top of the sales funnel. Continue reading “Can Your Industrial Product Become a Poster Child?”
Is Your Industrial Website a Billboard on I-94?
I travel often between Kalamazoo and Detroit on Michigan’s International Speedway better known as Interstate 94.
If you have driven that busy highway before you know there are a ton of unsightly billboards.
The other day I took a survey with myself. About half of the billboards I could not read at 70-80 mph and the other half did not connect in terms of the company’s brand message. Yet the majority were produced by an agency or communication company that is supposed to be an expert at this stuff. Continue reading “Is Your Web Site a Billboard on I-94?”