Industrial Marketing Blog

Happy Holidays

Achinta Mitra December 18, 2017

As 2017 draws to a close, I’d like to thank all of you for being regular readers of this blog. Some of you have become new clients. I truly appreciate…

How do Engineers Use Content in Their Buying Decision?

Achinta Mitra November 27, 2017

Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target audience. However,…

Stop Your Industrial Website Redesign from Derailment

Achinta Mitra October 12, 2017

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on…

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Achinta Mitra August 26, 2017

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the…

Using Digital Industrial Marketing for Reaching Younger Engineers

Achinta Mitra July 27, 2017

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…

Industrial Content Marketing — Goals are Misunderstood and Misaligned

Achinta Mitra June 28, 2017

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…

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Achinta Mitra May 22, 2017

Industrial email marketing is alive and well in 2017 despite what you may have heard or read to the contrary. To quote Mark Twain with a slight modification, “The reports…

Overcoming the Challenge of Marketing to Busy Engineers

Achinta Mitra April 24, 2017

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…

Technology is Not a Substitute for Good Industrial Content

Achinta Mitra March 21, 2017

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…

Happy Holidays

How do Engineers Use Content in Their Buying Decision?

Stop Your Industrial Website Redesign from Derailment

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Using Digital Industrial Marketing for Reaching Younger Engineers

Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Overcoming the Challenge of Marketing to Busy Engineers

Technology is Not a Substitute for Good Industrial Content

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