Industrial Marketing Blog

Using Digital Industrial Marketing for Reaching Younger Engineers

Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure you are aware of the fact that the industrial buy cycle is made up of four stages. Publishing generic content that is not tailored to each stage is not very effective. It …

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Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According to ENGINEERING.COM’s 2017 survey, 87% of engineering marketers use content marketing. The CMI survey also reported that that 80% of manufacturing marketers rated themselves as “Not At All Successful” to “Moderately Successful” with content marketing. Dissatisfaction …

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Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Industrial email marketing is alive and well in 2017 despite what you may have heard or read to the contrary. To quote Mark Twain with a slight modification, “The reports of my its death have been greatly exaggerated.” Here are some stats from the 2016 State of Marketing Report from Salesforce.com. 80 percent of marketers agree email is core to …

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Overcoming the Challenge of Marketing to Busy Engineers

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers. While engineers do use social media, they tend to be passive participants making it hard to engage with them using those channels. To …

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Technology is Not a Substitute for Good Industrial Content

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process. This mindset is not surprising since the top person at many …

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Manufacturing Content Marketing Trends and Challenges

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing Institute (CMI). I believe 2014 was the first year that CMI published its annual Benchmarks, Budgets, and Trends report specifically for B2B manufacturing content marketing. I’ve noticed some interesting trends emerge over the years. In this …

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Content Marketing to Engineers is Tough. And Getting Tougher

Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM. As you read through this article, pay close attention to the prediction and the recommendations for achieving success with industrial content marketing to engineers. This post is a departure from my usual …

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Top 10 Industrial Marketing Posts of 2016

Happy New Year! I thought I’ll start off 2017 with a quick look back at 2016. I’ve compiled the top 10 posts on industrial marketing. The ranking is based on various parameters from Google Analytics. I left out the home page even though it is the most visited page as expected. The interesting thing to note is that the top …

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Happy Holidays

I want to take this time to say a big THANK YOU to all our industrial marketing clients for making 2016 a successful year for my company, Tiecas. I’m also grateful for the support I’ve received throughout the year from our partners, you the readers of this blog and my extended family of social media friends and followers. Wishing all of you …

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Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing. Let’s say you are a provider of engineering services and you sell to the Medical Device industry. Typically, sales cycles are 12 to …

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