Industrial Marketing Today
Practical insights and actionable marketing advice for manufacturers, distributors and engineering companies.
A blog by Achinta Mitra for Tiecas, Inc. – an industrial marketing consultancy.
Practical insights and actionable marketing advice for manufacturers, distributors and engineering companies.
A blog by Achinta Mitra for Tiecas, Inc. – an industrial marketing consultancy.
Need to accelerate your sales and revenues? My company, Tiecas is an industrial marketing consultancy that helps manufacturers, distributors and engineering companies generate more high quality leads at a lower cost per lead. Call 281.969.7514 or email us for a free 30-minute consultation.
Tiecas, Inc. is a Houston-based industrial marketing and consulting company. Since 1987, we have focused on providing results-driven marketing to meet the unique challenges of marketing industrial products and engineering services.
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6140 Hwy 6 S, Suite 175
Missouri City, Texas 77459
281.969.7514
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Making Email the Cornerstone of Industrial Content Marketing
/0 Comments/in B2B E-Mail Marketing, Content Marketing, Industrial Marketing /by Achinta MitraYou may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.
Engineers and industrial professionals do read emails, provided you’ve earned their trust with valuable content and can get through their spam filters. According to the research report “How Engineers Find Information 2018” published by engineering.com, 95% of engineers will consider an email in their inbox.
You can read about this in my earlier post, Industrial Email Marketing for Engaging Engineers and Technical Professionals.
Email should be an important component of industrial content marketing
Given the above findings, it makes a lot of sense in making email marketing a key component of your overall industrial content marketing strategy. My opinion is corroborated by independent research findings.
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Industrial Content Marketing that Engages Engineers
/1 Comment/in Content Marketing, Inbound Marketing /by Achinta MitraWhen it comes to effective industrial content marketing, you’ve probably heard the phrase, “One-size-fits-all content” just doesn’t cut it. How do you make your content more relevant to time-challenged engineers, deal with the age gap within your target audience, earn their trust and build stronger relationships? Those are some major challenges in industrial content marketing that can’t be overcome by just pumping out more content.
You are not alone if you are having difficulties with manufacturing content marketing meeting all your goals. According to the findings from the research report, 2018 Manufacturing Content Marketing Trends—North America published by Content Marketing Institute and MarketingProfs, 55% of manufacturers in North America reported that they were only moderately successful in achieving their organization’s desired/targeted results.
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Industrial Website Redesign for Marketing to Engineers
/0 Comments/in Industrial Websites /by Achinta MitraAn industrial website redesign for manufacturers, system integrators and distributors that market to engineers, requires a different approach because marketing to engineers is different. This becomes a challenge if the outside web development company or your in-house marketing department doesn’t have a clear understanding of marketing to engineers and industrial professionals.
A website redesign that doesn’t match your sales process is doomed to fail. Marketing shouldn’t attempt doing a site redevelopment all on their own. You must get Sales and other key stakeholders involved from the very beginning of the redesign. Get their input while planning the site map, the architecture, the content, calls to action and the overall strategy. In other words, thoroughly vet the What, Who and the Why before you start designing the site.
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Industrial Email Marketing for Engaging Engineers and Technical Professionals
/0 Comments/in B2B E-Mail Marketing, Industrial Marketing /by Achinta MitraDo you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know how to opt out and have much higher expectations from vendor emails.
Think twice though before you discard the tried-and-tested industrial email marketing strategies. Sure, the old way of “batch and blast” is no longer effective and email marketing is facing challenges, but it is not dead by any means. I can say that based on my own experience working with manufacturing and engineering companies on a daily basis.
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Industrial Content Marketing for Engineers to Make a Buy Decision
/1 Comment/in Content Marketing /by Achinta MitraManufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” by these engineers (Specifiers), the Purchasing Department (Functional Buyers) can’t or won’t issue a Purchase Order or contact you with an RFQ.
Search this blog for my earlier posts on MQL vs SQL and understanding the differences between a specifier and a functional buyer. In this post, I’ll focus on a specific industrial marketing strategy that is an effective sales enabler when targeting engineers.
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Industrial Marketing – Budgets, Challenges and Performance
/0 Comments/in Content Marketing, Industrial Marketing /by Achinta MitraCurious about how your peers and the competition are spending their industrial marketing dollars? You are in the right place at the right time.
I just finished reading the research report, 2018 Budget Trends in Industrial & Technology Marketing published by engineering.com. To put their findings in the right perspective, the top three segments of their demographics were:
See the chart on the right for a complete breakdown.
The average industrial marketing budget is under $100,000 for more than half (52%) of these companies. There are a few (7%) with a budget of more than a million. Raise your hand if you are one of them!
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Use industrial content marketing to enable sales
/1 Comment/in Content Marketing, Industrial Lead Generation /by Achinta MitraIndustrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B.
If you are a manufacturer of custom-engineered systems, you know that it is nearly impossible to generate Sales Qualified Leads (SQLs) without first having one or more conversations with the right people. To get to that point requires more than publishing a few blog posts and/or sending out emails.
Many of these industrial companies already know their limited pool of prospects who are qualified to buy their equipment and services. They don’t want to wait for these people to find them; they want to reach out to them proactively.
The fact is your target audience of engineers and technical professionals are in self-select and self-serve mode. They want to learn as much about you and your solutions before they’ll engage with your sales team. Industrial content marketing aligns perfectly with how today’s self-educating buyers want to interact with their suppliers.
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Why Industrial Content Must Be More Customer-Centric
/1 Comment/in Content Marketing, Inbound Marketing /by Achinta MitraIndustrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-date product information because that’s the first step in an engineer’s evaluation of your product or solution, especially if you manufacture a component that must be designed in.
However, product specifications alone are not enough to differentiate you from the competition. There are shortcomings to being overly reliant on product-centric content as an industrial content marketing strategy.
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