Latest Articles on Industrial and Manufacturing Marketing
Industrial Website Redesign Should Fit Your Sales Process
February 24, 2014
By: Achinta Mitra
I have had many conversations with manufacturers and industrial companies where our discussions began with the statement, “We need to redesign our industrial website.” Great news, right? Not exactly and here’s why. If you want your industrial website to generate …
Two Controversies That May Disrupt Industrial Digital Marketing Plans
January 23, 2014
By: Achinta Mitra
In the past week, I have read several blog posts about two content marketing controversies that have set the blog world on fire. Mind you, these bold predictions are not put forth by some obscure blogger looking for his/her 15 …
What’s Hot and What’s Not in Digital Marketing for Engineers in 2014
January 14, 2014
By: Achinta Mitra
I just downloaded my copy of the 2014 Digital Marketing for Engineers survey published by John Hayes and his team at ENGINEERING.com. There are some interesting and encouraging findings. I’ll use a few of the charts from the survey results …
What Content Marketing Functions Do Industrial Companies Outsource?
January 4, 2014
By: Achinta Mitra
I hope your Holidays were wonderful and that you are off to a good start in 2014. The views I have expressed in this post are based on my daily dealings with manufacturing and industrial companies that are looking to …
Blogging Still Lagging in Industrial Marketing
December 23, 2013
By: Achinta Mitra
Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point. The first chart is from the survey – Content Marketing Institute …
Industrial Marketers Face ROI Challenges
December 10, 2013
By: Achinta Mitra
Developing a good digital marketing strategy and then executing it is complex enough but measuring ROI is proving to be a bigger challenge for marketers within manufacturing and industrial companies. Thirty-one percent of industrial marketing professionals stated that measuring ROI is …
Industrial Marketing in the Age of the Customer
November 14, 2013
By: Achinta Mitra
Let me give credit where credit is due, I first heard the phrase “The Age of the Customer” from Forrester Research. It has a nice ring to it and IMO, it is a true reflection of buyer behavior today. I …
Industrial Marketing Can’t Succeed Without Sales
November 4, 2013
By: Achinta Mitra
I can assure you this is not another post about sales and marketing alignment. Plenty has been written on that topic already. I am sure you’ve read many articles about today’s industrial buyers completing most of their decision making long …
Take Industrial Lead Generation up a Notch with Marketing Automation
October 29, 2013
By: Achinta Mitra
Marketing automation technology is one of the areas where B2B marketers will increase spending in 2014 according to an article I read in the September 16 issue of BtoB Magazine. There are many more choices available today in Marketing Automation …
Make Industrial Email Marketing Mobile Responsive
October 22, 2013
By: Achinta Mitra
Email marketing continues to be a workhorse for manufacturers and industrial companies. The reason is simple – it produces results! Take a look at my earlier post, “Industrial Email Marketing is NOT Dead.” Over the years, I’ve seen the content …
Use Content to Uncover Tacit Know-how Inside the Minds of Engineers
October 14, 2013
By: Achinta Mitra
I recently read the survey, 2012 Mind of the Engineer that was released by UBM Electronics, the global leader in media and marketing solutions for design engineering and the electronics industry. The findings are very interesting and blew away some …
Industrial Content Marketing for Accelerating Sales Pipelines
October 7, 2013
By: Achinta Mitra
Manufacturers and industrial companies that believe in content marketing are seeing good results from their efforts. However, most of the success is at the beginning of the sales pipeline or top of the sales funnel if you prefer the funnel …