Despite all the buzz about digital marketing and proof of results, manufacturers, engineering and industrial companies continue to use traditional marketing tactics such as trade shows, print ads and telemarketing. According to the 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs report, 67% of the 1,416 B2B Marketers surveyed, continue to rate in-person events as the…
Press or news releases about industrial products have been and still are very popular. They work because the content is mainly about features that help engineers specify these industrial products. In the past, manufacturers used them primarily in traditional print media like an industry-specific tabloid. People sent back a completed reader service or bingo card…
In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. These B2B marketers seem to have a bottomless well of content to tap into. I’m sure that’s not by accident but the result of forward thinking and a lot of hard work on the…
I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves…
To be successful in industrial and B2B marketing, one has to engage with prospects and customers in a meaningful manner. Consultative selling is one of the recommended ways and that requires us to sharpen our listening and creative problem solving skills. That’s great, if you are a natural born consultant but for the rest of…
Even though “content curation” is not a common phrase, there’s plenty of discussion to be found on the Internet. Heck, even MS Word kept flagging curation as a misspelled word. Google News, aggregating content via RSS feeds and social bookmarking sites have been around for a while. Bloggers of all stripes have counted on the…
