Industrial Marketing Blog

Industrial Email Marketing for Engaging Engineers and Technical Professionals

Do 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 …

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Industrial Content Marketing for Engineers to Make a Buy Decision

Manufacturers 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 …

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Industrial Marketing – Budgets, Challenges and Performance

Curious 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: 32% Manufacturers …

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Use industrial content marketing to enable sales

Industrial 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 …

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Why Industrial Content Must Be More Customer-Centric

Industrial 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 …

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Proving ROI of Industrial Content Marketing is Still a Big Challenge

Congratulations 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 …

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Happy Holidays

As 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 …

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How do Engineers Use Content in Their Buying Decision?

Of 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 …

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Stop Your Industrial Website Redesign from Derailment

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22, 1895. The action of a train leaving its tracks accidentally can have catastrophic consequences. Similarly, obstructions that prevent a redesigned website from meeting its goals and objectives can …

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Industrial Content Marketing: Product Centric vs. Customer Centric Content

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and make engineered systems used in the Metalworking and the Pulp & Paper industries. Our conversation happened in the early stages (Thank God!) of developing a content marketing strategy. This company has been in business for over …

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