Latest Articles on Industrial and Manufacturing Marketing
Boost Marketing Results with Integrated Campaigns
February 6, 2009
By: Achinta Mitra
Integrated campaigns could be the answer to improving your marketing results in this tough economy. It was one of the recommendations made by a panel of marketers and analysts at B-to-B Outlook 2009. I am big fan of Integrated Marketing. …
White Papers Prove Their Worth Once Again
January 22, 2009
By: Achinta Mitra
Technical and b-to-b marketers usually include white papers in their marketing mix. Now, there’s even more evidence that they are indeed valuable in influencing the buying decision. Eccolo Media, a content strategy services company did an online survey of 155 …
Yesterday’s Nerdy White Paper Becomes Today’s Top Marketing Weapon
January 14, 2009
By: Achinta Mitra
The white paper – what began as a wordy, complicated, techie document has become the cool, neat catalyst for generating insatiable demand, and freelance writers are cashing in with corporate content in 2009. And when a Google search for “white papers” …
Invest in Content Marketing During a Recession
January 12, 2009
By: Achinta Mitra
In a recent survey (December 2008) done by Junta42, 56% of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009 (31% increase significantly, 25% increase slightly). According to the same survey, the top six content tactics …
Making a Statement with White Papers
December 29, 2008
By: Achinta Mitra
In a recent forum, someone asked the question, what are white papers? This was my response. White papers are a form of marketing communication that fill a gap that most other formats cannot. They are unique because they provide valuable information …
7 Key Components of a Successful Lead Generation System
November 18, 2008
By: Achinta Mitra
After evaluating lead automation solutions from several vendors, I have developed my own list of seven key components that make up a successful lead generation system. A strategic lead automation system will lower your cost per lead; boost ROI and …
Automating Lead Generation and Management
November 11, 2008
By: Achinta Mitra
Why is it important to automate lead or demand generation efforts in B2B marketing? Because proving ROI is critical. Marketers everywhere are under tremendous pressure to prove marketing ROI. You have to do more with less and have little to no …
Should You Set Your Content Free?
September 30, 2008
By: Achinta Mitra
I’m wrestling with this question on a site redesign project that we are working on. The client has co-authored a highly technical but a solution driven white paper. It is definitely a great resource for generating high-quality leads from their …
Is the New Alphabet Soup of Marketing “M’m! M’m! Good?”
September 23, 2008
By: Achinta Mitra
First, a little history: The 4 Ps describing the strategic position of a product in the marketplace were first used in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. …