Latest Articles on Industrial and Manufacturing Marketing
Using Digital Industrial Marketing for Reaching Younger Engineers
July 27, 2017
By: Achinta Mitra
Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure you are aware of the fact that the industrial buy cycle is …
Industrial Content Marketing — Goals are Misunderstood and Misaligned
June 28, 2017
By: Achinta Mitra
Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING.COM’s 2017 survey, 87% of engineering marketers use content marketing. The CMI survey also reported …
Overcoming the Challenge of Marketing to Busy Engineers
April 24, 2017
By: Achinta Mitra
Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers. While engineers do …
Technology is Not a Substitute for Good Industrial Content
March 21, 2017
By: Achinta Mitra
Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in …
Manufacturing Content Marketing Trends and Challenges
February 17, 2017
By: Achinta Mitra
For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 was the first year that CMI published its annual Benchmarks, Budgets, …
Content Marketing to Engineers is Tough. And Getting Tougher
January 26, 2017
By: Achinta Mitra
Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM. As you read through this article, pay close attention to the prediction …
Top 10 Industrial Marketing Posts of 2016
January 6, 2017
By: Achinta Mitra
Happy New Year! I thought I’ll start off 2017 with a quick look back at 2016. I’ve compiled the top 10 posts on industrial marketing. The ranking is based on various parameters from Google Analytics. I left out the home …
Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles
November 8, 2016
By: Achinta Mitra
Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing. Let’s say you …
Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers
October 24, 2016
By: Achinta Mitra
Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect …
Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)
September 19, 2016
By: Achinta Mitra
If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers. It is not too difficult to prove effectiveness with top …
Content Marketing Strategy Must Drive Your Industrial Website Redesign
August 19, 2016
By: Achinta Mitra
An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such an important decision? According to the Industrial Buy Cycle survey of engineers and technical professionals conducted …