Latest Articles on Industrial and Manufacturing Marketing
Priming Industrial Websites for Content Marketing
September 29, 2013
By: Achinta Mitra
Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of …
Marketing Automation Alone Can’t Deliver ROI for Industrial Companies
September 12, 2013
By: Achinta Mitra
Let me start by saying that I’m a big believer of Marketing Automation (MA) and have seen it produce incredible marketing ROI for some manufacturers and industrial companies. Then why does the headline of this post make me sound like …
Why Many Industrial Websites Underperform
September 3, 2013
By: Achinta Mitra
There are many reasons for an industrial website’s failure to deliver anticipated results. The list is long – poor search engine optimization, bad user experience, content that doesn’t match visitors’ needs and/or lack of calls to action to name just a …
Storytelling in Industrial Content Marketing
August 26, 2013
By: Achinta Mitra
If storytelling sounds too “Kumbaya” to you for hardcore industrial marketing and sales, then I suggest you read on for a fresh perspective. There is a very good reason centuries old Aesop’s Fables and others of that genre continue to …
Industrial Email Marketing is NOT Dead
August 16, 2013
By: Achinta Mitra
One would think new marketing tactics such as social media and blogging would have killed good ol’ email marketing. That is simply not true. I am seeing manufacturers continue to use industrial email marketing with great success. Sure, the old …
Sabotaging Industrial Marketing Hurts Sales
August 7, 2013
By: Achinta Mitra
What is the real purpose of industrial marketing? One can come up with a list of at least half a dozen or more excellent goals. IMO, the single most important function is that it must help drive sales and grow …
Industrial Marketing, Lead Generation and Sales: It’s Complicated
July 23, 2013
By: Achinta Mitra
Remember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure. Sometimes I feel the same way about industrial marketing for lead generation and its relationship to …
Industrial Content Marketing is NOT New
July 5, 2013
By: Achinta Mitra
Manufacturers and industrial companies have been using content marketing for a long time whether they know it or not. What do I mean? Product Releases have been a staple of industrial marketing long before inbound marketing with content became so …
Industrial Blogging Lessons Learned from Working with Technical SMEs
June 25, 2013
By: Achinta Mitra
My clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons …
Creating Thought Leadership for Manufacturing and Industrial Companies
June 17, 2013
By: Achinta Mitra
Thought leader is a term first coined in 1994 by Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine, Strategy & Business and used to designate interview subjects for that magazine who had business ideas, which merited attention. It has …
How Mobile Technology Helps Component Manufacturers Make Their Printed Catalogs More Productive
June 5, 2013
By: Achinta Mitra
Component manufacturers are keenly aware of the fact that design engineers must first specify their components or parts before purchasing can place an order. These manufacturers have relied on their printed catalogs in the past to get their parts “designed …