Latest Articles on Industrial and Manufacturing Marketing
Don’t Count on Marketing Automation to Solve All Your Lead Generation Problems
July 9, 2010
By: Achinta Mitra
Some B2B marketers tend to think of Marketing Automation as the silver bullet that will solve their lead generation crisis. Of course, Marketing Automation alone cannot live up to those hyped up expectations and has to take the brunt of …
Translate Features into Benefits if You Want Your Marketing Content to Engage and Sell
July 6, 2010
By: Achinta Mitra
Marketing 101 teaches you “Customers buy benefits and not product features.” I’m not disputing that nor am I making a new revelation. What I do want to talk about here is the how and not the why of you should …
What Not To Do For Better B2B Customer Relationships
July 1, 2010
By: Achinta Mitra
Building a trusting relationship in complex industrial sales is hard enough without things being messed up even more because your sales reps fail to do the basics. It helps a great deal if you first learn what turns off your …
How Relevant Marketing Content Helps B2B Branding
June 29, 2010
By: Achinta Mitra
Branding is usually not a popular topic in B2B marketing, especially in the industrial sector. Most CEOs of manufacturing, engineering and technical companies do not believe in the value of brand building and consider it the domain of consumer marketing …
Successful Industrial Websites Require Part DiY and Part Professional Help
June 15, 2010
By: Achinta Mitra
One trend that I have noticed lately with my industrial and engineering clients is that they want to take more of the work in-house. I am referring to updating, maintaining and sometimes marketing their industrial websites. Is that a good …
B2B Websites: To Publish Prices, Or Not To Publish…That Is The Question
June 12, 2010
By: Achinta Mitra
Do you show prices on your B2B website? Have you struggled to answer that question? You are not alone, most business purchases, especially industrial products don’t lend themselves to a simple Manufacturer’s Suggested Retail Price (MSRP). It becomes even more …
Shortening the Industrial Buy Cycle in 5 Simple Steps
June 8, 2010
By: Achinta Mitra
The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman, Client Relationship Manager at iProspect. Even though her article is about the B2B buy cycle in general, it is a …
How Lack of Marketing Content Can Derail Your Website Redesign Project
June 3, 2010
By: Achinta Mitra
What comes first – site content or site design? In the words of Jeffrey Zeldman, the renowned web designer, blogger, independent publisher and the king of Web standards according to Business Week, “Content precedes design. Design in the absence of …
Do-it-Yourself Search Engine Optimization (SEO) for Your WordPress Blog
May 31, 2010
By: Achinta Mitra
Instead of an industrial marketing strategies post that I typically write, this is more of an implementation post. I have listed some easy, do-it-yourself (DiY) SEO tactics to optimize your WordPress blogs for search engines. Just building a business blog …
Deconstructing the Four Stages of the Industrial Buy Cycle
May 26, 2010
By: Achinta Mitra
B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy …