Why Industrial Websites Shouldn’t be an Afterthought for Manufacturers

Why Industrial Websites Shouldn’t be an Afterthought for Manufacturers

Industrial websites and manufacturers’ expectations are not always in sync. I say that from my regular conversations with manufacturers from various industries and from around the world. They come in all shapes and sizes, but they have one thing in common–generate more leads by targeting industrial buyers in North America. Industrial website goals and usage…

How Industrial Marketing for Manufacturers Helps in Building New Relationships

How Industrial Marketing for Manufacturers Helps in Building New Relationships

Job #1 of industrial marketing for manufacturers is to generate leads. Is that assumption valid? To me, that’s like putting the cart before the horse. So, before I explain why I said what I just said, let’s look at the goals manufacturing marketers have achieved by using industrial content marketing over the past 12 months….

Industrial Marketing is Not Just for ToFU

Industrial Marketing is Not Just for ToFU

Industrial marketing has become more digital now than in the past. (See Marketing to Engineers—Why Digital is the Dominant Strategy). ToFU stands for Top of the Funnel in marketing and not the edible kind. 😊 Manufacturers and engineering companies realize digital industrial marketing or industrial content marketing is more effective for lead generation than traditional…

To Gate, or Not to Gate, That is the Question in Manufacturing Content Marketing

To Gate, or Not to Gate, That is the Question in Manufacturing Content Marketing

Gated content is the most common way for manufacturers to generate leads from industrial websites. If you are not familiar with the term gated content, it refers to content that needs the reader to fill out a form and submit it before either downloading or reading the full version. Obviously, you can’t gate all your…

Marketing to Engineers—Why Digital is the Dominant Strategy

Marketing to Engineers—Why Digital is the Dominant Strategy

Digital marketing to engineers works for several reasons. And you can’t argue against the results. I’ve been a big believer and a practitioner of digital marketing strategies and tactics for my industrial marketing and consultancy clients for several years now. Let’s look at the big picture first – B2B sales. After all, engineering services and…

How Manufacturing Content Marketers Can Reduce Stress on Engineers

How Manufacturing Content Marketers Can Reduce Stress on Engineers

Manufacturing content marketers can really help reduce the stress on engineers. I’m not being facetious or trying to be clever with my headline. Don’t believe me? Let me explain how. First, let me give credit where credit is due. I’ve used three resources for citations in this post. They are: 6 Digital Essentials for Selling…