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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Industrial Content Marketing for Engineers to Make a Buy Decision
/0 Comments/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
/0 Comments/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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Proving ROI of Industrial Content Marketing is Still a Big Challenge
/3 Comments/in Content Marketing /by Achinta MitraCongratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content Marketing Trends—North America survey expect their manufacturing content marketing spending to increase this year and another 46% expect it to remain the same as last year.
I’ve read other research reports that have reported a similar trend in larger budgets for industrial content marketing.
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Happy Holidays
/0 Comments/in Industrial Marketing /by Achinta MitraAs 2017 draws to a close, I’d like to thank all of you for being regular readers of this blog. Some of you have become new clients. I truly appreciate your confidence and the loyalty of existing clients. Your support and patronage helped us make 2017 the most successful year in my industrial marketing company’s 30-year history.
I look forward to continuing our cherished relationships and building new ones in 2018. I wish all of you a prosperous and Happy New Year.
How do Engineers Use Content in Their Buying Decision?
/1 Comment/in Content Marketing /by Achinta MitraOf course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been popular with this target audience. However, have you ever asked yourself the question, “how do engineers use content?” The answer to that question is fundamental in developing an effective industrial content marketing strategy.
Recently, I read a research study published by ENGINEERING.COM. This report goes well beyond the general assumptions about how engineers use content and provides researched proof. You can download the “How Engineers Find Information” study from that link.
Why is content important for reaching engineers?
The old ways of cold calling and e-mail blasts are proving to be ineffective. This has nothing to do with the popularity of content marketing. This behavior is driven by how engineers want to interact with their suppliers. They are very much in self-select and self-serve mode.
The chart below shows that 75% of engineers prefer to engage with a vendor representative somewhere in the middle of their buying journey to just before making a final decision.
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Stop Your Industrial Website Redesign from Derailment
/0 Comments/in Industrial Marketing, Industrial Websites /by Achinta MitraSimilarly, obstructions that prevent a redesigned website from meeting its goals and objectives can be devastating for a company. I’m not exaggerating to scare you, but I’ve seen too many industrial website redesign projects get sidetracked and go completely off course.
Are industrial website redesigns worth the time and money?
Let’s face reality here, it takes a lot of time (4 months or more) and money (budgets of 15K or more) to complete a redesign that will turn an informational website into a lead generating system. And that’s just the start, you have to continue to invest in optimization, promotion and content marketing.
It is worth spending that kind of time and money, because your target audience of engineers and technical buyers is online for work related purposes. They are in self-select and self-serve mode for a large portion of their buying journey.
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