Latest Articles on Industrial and Manufacturing Marketing
What Does a Content Marketing Strategy Mean for Industrial Companies?
October 1, 2012
By: Achinta Mitra
I’m sure every time you’ve talked with an industrial marketing consultant about content marketing, you’ve been told that you need to start with a “content marketing strategy.” That’s very good advice but what does it really mean if you are …
Can Digital Marketing Make the Phone Ring for Industrial Companies?
September 24, 2012
By: Achinta Mitra
Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. However, a qualified lead means different things to different people and it is rare for me to find too many of these companies …
Do You Know the Cost of Maintaining Your Industrial Digital Marketing Status Quo?
September 17, 2012
By: Achinta Mitra
For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec. The same survey …
Why a Content BOM is Crucial to a Successful Industrial Web Design
September 2, 2012
By: Achinta Mitra
Content BOM is not a typo in my headline. Read on… I am amazed how often I find that creating content is an afterthought for people who are considering an industrial web design (more commonly a site redesign). Somehow, they …
Digital Marketing Can Increase Industrial Sales
August 27, 2012
By: Achinta Mitra
Call it digital marketing or inbound marketing with content, the fact is marketing is now playing a much more active role in complex industrial sales. For the sake of simplicity, I’ll refer to it as digital marketing in this post …
Industrial Content Marketing is Not Just for SEO
August 20, 2012
By: Achinta Mitra
Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. The not so good news is that they …
The More Industrial Marketing Changes, the More it Stays the Same
August 10, 2012
By: Achinta Mitra
I’m not trying to be clever or facetious with my headline. 67 percent of manufacturers, industrial and engineering companies stated that customer acquisition or lead generation is their primary industrial marketing goal in 2012, the same top two marketing goals …
Industrial Marketing is not Disconnected Tactics
August 1, 2012
By: Achinta Mitra
Many manufacturers and industrial companies are learning some hard lessons these days. Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople …
Lead Generation: What’s Working – Tactics, Budgets and Preferences
July 24, 2012
By: Achinta Mitra
Summer is a good time to look back at what has worked for lead generation and compare yourself with your peers as you plan for the second half of the year. You could use some of these findings to validate …
The Real Value of Content Marketing for Industrial Companies
July 16, 2012
By: Achinta Mitra
In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. …
Is Your Industrial Website Leaking Leads?
July 8, 2012
By: Achinta Mitra
One persistent problem for many manufacturers and industrial companies is the small number of leads generated from their Websites. By default, they assume that the issue is the lack of traffic because of poor SEO. It is quite likely, that …
How Manufacturers Use 3D CAD Models and 2D CAD Drawings as Sales Enablers
July 2, 2012
By: Achinta Mitra
Manufacturers usually want their industrial marketing to generate leads that result in RFQs as quickly as possible. Inbound marketing tactics such as SEO and other content marketing strategies do fill the top of their sales funnel but converting leads to …