Latest Articles on Industrial and Manufacturing Marketing
B2B Lead Generation Using a Business Blog
September 20, 2010
By: Achinta Mitra
In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. In order to satisfy the demands of the C-suite, the marketing department usually provides easy-to-measure metrics like traffic, page views, time spent and number …
Content Auditing and Mapping it to the Industrial Buy Cycle
September 3, 2010
By: Achinta Mitra
These days it is popular to say “Content is marketing currency.” What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to …
Is Your Industrial Website Still Just a Business Card?
August 24, 2010
By: Achinta Mitra
Unless you’ve been on a very long sabbatical from industrial and manufacturing marketing, you very well know that your website should be the hub of your online marketing. Why should you care about your company’s website? Probably the best reason …
5 Things Industrial Marketers Must Do to Attract Engineers and Turn Them into Loyal Customers
August 20, 2010
By: Achinta Mitra
Contrary to popular beliefs that engineers are consumers too and therefore one must market to them as people first, I believe marketing to engineers is different. Sure, they are human beings like the rest of us but they have very …
The Twofold Benefit of Optimizing Marketing Content
August 17, 2010
By: Achinta Mitra
Online optimization is usually associated with natural or organic search engine optimization (SEO). Optimizing your marketing content around keywords or phrases is the first step in your content marketing strategy. After all, that’s how your prospects and customers will find …
Optimizing Your WordPress Business Blog
August 10, 2010
By: Achinta Mitra
Probably the biggest benefit of creating a business blog is to engage with your readers, build deeper relationships and convert most of them into paying customers. However, none of that can happen until you drive lots of interested traffic to …
The Disconnect Between B2B Content Marketing and Customer Engagement
July 29, 2010
By: Achinta Mitra
While B2B content marketing has many purposes, its primary goal is to engage with prospects and customers in order to build trust so that they will want to contact you in order to do business with your company. The majority …
5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers
July 23, 2010
By: Achinta Mitra
If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers. Today, technical buyers and engineers expect suppliers to have a substantial online presence with …
Can Industrial and B2B Marketers Learn Creative Problem Solving from Fifth Graders?
July 20, 2010
By: Achinta Mitra
To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. Consultative selling is one of the recommended ways and that requires us to sharpen our listening and creative problem solving …
Is Content Curation an Easy Way for Content Marketers to Do More With Less?
July 14, 2010
By: Achinta Mitra
Even though “content curation” is not a common phrase, there’s plenty of discussion to be found on the Internet. Heck, even MS Word kept flagging curation as a misspelled word. Google News, aggregating content via RSS feeds and social bookmarking …