Latest Articles on Industrial and Manufacturing Marketing
Why are Manufacturers Still Struggling with Content Marketing?
March 6, 2015
By: Achinta Mitra
Last week, I received an advance copy of the research study, 2015 B2B Manufacturing Content Marketing Trends—North America thanks to Amanda Subler of the Content Marketing Institute (CMI). There may be slight differences between my draft copy and the final …
Marketing to Engineers is a Big Challenge
February 16, 2015
By: Achinta Mitra
Many industrial companies find it challenging to market to engineers. The biggest complaint that I hear is that engineers just don’t respond to marketing like others do. These companies are at a loss and need to figure out a better …
Content Marketing for Manufacturers Must Go Deeper than ToFu
January 26, 2015
By: Achinta Mitra
Many manufacturers are using content marketing but few consider it effective in generating leads that turn into sales opportunities. According to the 2014 study done by Content Marketing Institute and MarketingProfs, 86% of manufacturing marketers use content marketing but only …
Content Marketing for Manufacturers Isn’t Just Publishing More Content
January 9, 2015
By: Achinta Mitra
Content marketing for manufacturers has become a staple of industrial marketing with 61 percent using it as a marketing tactic and 54 percent planning to increase their spending on content creation (Source: IHS GlobalSpec Research Report). However, the same study …
Top 12 Industrial Marketing Posts of 2014
December 16, 2014
By: Achinta Mitra
It’s time to look back at the most read industrial marketing posts that I published in 2014. I’ve culled the list down to 12 based on the data from my Google Analytics. These industrial marketing posts are listed in the …
Planning Your Industrial Marketing Strategy for 2015
December 3, 2014
By: Achinta Mitra
I hope you have already started planning your industrial marketing strategy for 2015. You may be wondering why you need to spend the time and effort in creating an industrial marketing strategy when you already know the problem – not enough …
The Cardinal Rule of Industrial Content Marketing: Know Thy Buyers
November 20, 2014
By: Achinta Mitra
It may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients. …
Industrial Website Redesign: Content Before Design
November 3, 2014
By: Achinta Mitra
Around this time of the year, I get more calls and emails about redesigning industrial websites. This of course is very good news for my industrial marketing business but there is usually something missing that makes me cautious. My “Spidey …
Content Marketing for Industrial Companies – Authenticity is Mission Critical
October 17, 2014
By: Achinta Mitra
Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long …
How Industrial Content Marketing Builds Stronger Relationships Based on Trust
October 1, 2014
By: Achinta Mitra
Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. How we start and build new business relationships have changed in today’s digital age. Ask any successful salesperson and …
How Unqualified Leads Bog Down Sales Pipelines for Industrial Companies
September 15, 2014
By: Achinta Mitra
I have yet to come across a manufacturer, a distributor or an engineering firm that didn’t ask for more leads. No surprise there! The more I probe, the clearer it becomes what they really want are more requests for quotes or …
3 Online Content Tips for Industrial Distributors to Differentiate Themselves
August 18, 2014
By: Achinta Mitra
Almost every industrial distributor that I talk to, both clients and new prospects struggle with one key problem – differentiating themselves. This is particularly challenging for distributors because the competition in their niche carries the same products. Visit any distributor’s …