Latest Articles on Industrial and Manufacturing Marketing
How to Use a B2B Blog to Win Customers and Influence Prospects
May 21, 2010
By: Achinta Mitra
I admit my headline is a play on Dale Carnegie’s bestseller, “How to Win Friends and Influence People.” This timeless classic, one of the first bestselling self-help books published in 1937 and sold over 15 million copies globally is still …
Top 10 Clichés to Avoid in B2B Marketing Content
May 18, 2010
By: Achinta Mitra
You can find plenty of clichés used (overused?) in B2B marketing content. Do they really communicate better with our audience or are we as copywriters/content creators just being lazy? I know I have been guilty on more than one occasion …
7 Strategies for Using Content to Market Industrial Products
May 14, 2010
By: Achinta Mitra
I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. It is heartening to see that content is at the center of most discussions about the state of B2B marketing …
Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead Generation
May 11, 2010
By: Achinta Mitra
I recently read a news release put out by Infogroup on their SalesPulse Survey of B2B sales professionals conducted jointly with OneSource, an Infogroup company. Some of the findings match what I am hearing from my industrial clients and one …
The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation
May 7, 2010
By: Achinta Mitra
For as long as I can remember, B2B marketers have considered lead generation as their primary focus. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics. However, the role of B2B marketers is …
Using Content to Move Prospects Forward in the Sales Cycle
May 5, 2010
By: Achinta Mitra
We often think of online content as the text on a web or blog page. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is …
How to Make Your Business Blog Be All It Can Be
May 3, 2010
By: Achinta Mitra
Remember the U.S. army’s “Be All You Can Be” campaign? An incredibly successful and popular recruiting slogan was used for over 20 years until it was retired in 2006. How about your business blog, is it all it can be …
7 “Rs” for B2B Marketing Content Planning
April 30, 2010
By: Achinta Mitra
[This is a guest post by Ardath Albee and is a great follow up to my earlier post, Focus on Content in B2B Marketing and my own 5Rs for creating content] Content is the fuel for eMarketing. With a majority …
The Distribution Trap – How Innovations Become Commodities
April 22, 2010
By: Achinta Mitra
I read an eye-opening article by Andrew R. Thomas, PhD Assistant Professor of International Business, University of Akron and the Editor-in-Chief, Journal of Transportation Security. He has outlined what is wrong with the theory of mass marketing. For decades, business …
Generating More “Educated Leads” on a Small Budget
April 21, 2010
By: Achinta Mitra
Doing more with less is pretty much the mantra du jour in industrial and B2B marketing these days. How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of …