Latest Articles on Industrial and Manufacturing Marketing
Industrial Content Marketing Boosts Sales for Distributors
June 1, 2016
By: Achinta Mitra
My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise. The real problem however lies in the definition of the problem itself. Most distributors define …
How Industrial Marketing Influences Buyers
May 13, 2016
By: Achinta Mitra
Industrial marketing precedes industrial sales. That is the reality today. I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. That’s because these industrial companies have traditionally depended on sales teams to drive their …
Marketing to Engineers Requires Accurate and Truthful Content Presented Logically
April 21, 2016
By: Achinta Mitra
Marketing to engineers is challenging, but manufacturers, distributors and engineering services companies cannot shy away from it because engineers make up the bulk of their target audience. Engineers regardless of their experience are concerned with keeping their skills current and …
Why Manufacturers Need a Multichannel Industrial Marketing Strategy
April 4, 2016
By: Achinta Mitra
Multichannel industrial marketing strategy doesn’t get that much attention or buzz. It should, because it is a closer reflection of how manufacturing and engineering companies are marketing these days. It’s a fact that in 2016, manufacturers and industrial companies are …
Industrial Content Marketing’s Role in Sales
March 11, 2016
By: Achinta Mitra
You’ve probably read all the buzz surrounding industrial content marketing. You are in good company if you are already doing it. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were …
How Manufacturing Content Marketing Sets the Table for Sales
February 19, 2016
By: Achinta Mitra
I recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales …
Marketing Engineering Services with Content
February 8, 2016
By: Achinta Mitra
Marketing engineering services is very different from marketing industrial products. The biggest difference is that you are selling an intangible concept as versus a physical product. The final deliverable in engineering services may be a written report but it is …
In Industrial Lead Generation, a Lead is a Lead, Right?
January 14, 2016
By: Achinta Mitra
Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. I have …
Content Marketing for Manufacturers: What’s real and what’s hype?
January 5, 2016
By: Achinta Mitra
If you are a manufacturing marketer, I’m sure you’ve heard all the buzz and the hype surrounding content marketing for manufacturers. It is a fact that today more manufacturers are using content marketing for increasing awareness (branding), lead generation and …
No Digital Marketing for Manufacturers = Marketing in the Past
December 4, 2015
By: Achinta Mitra
Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to …
How Industrial Companies are Stuck on SEO for Content Marketing Strategy
November 17, 2015
By: Achinta Mitra
I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO). “What’s wrong with that?” …
Content Industrial Buyers Want from Supplier Websites
November 2, 2015
By: Achinta Mitra
Manufacturers and industrial companies have shifted more of their marketing dollars to digital marketing channels for a very good reason. Their target audience—engineers and industrial buyers are using digital media to find components, equipment, services and suppliers (77%); obtain product …