The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long. You may want to read my earlier post on the industrial customer journey. The industrial…

Content Marketing for Manufacturers is filling the Trade Show Void

Content Marketing for Manufacturers is filling the Trade Show Void

Trade shows have always been a big part of manufacturing marketing for generating new leads that convert into sales opportunities. Of course, the COVID-19 pandemic has made in-person trade shows almost non-existent. It is not surprising then that manufacturing marketers have turned to content marketing strategies and tactics in a big way. Hard data tell…

How Industrial Marketing Strategy Must Change to Fill Pipelines Again

How Industrial Marketing Strategy Must Change to Fill Pipelines Again

Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. There is no getting around that fact. Some of these changes may be permanent, while others have become necessities at least for the foreseeable future….

Why Industrial Marketing Plans and Strategy Must Go Together

Why Industrial Marketing Plans and Strategy Must Go Together

I’ve had many conversations about creating industrial marketing plans that start something like this, “Can you create an industrial marketing plan for us?” My answer: “Of course I can.” However, I find there is a disconnect in many of these conversations with manufacturers and engineering companies. Their assumption is that I should be able to…

Industrial Website Redesign and Content Marketing Strategy are Connected

Industrial Website Redesign and Content Marketing Strategy are Connected

An industrial website redesign is a major undertaking. It is not something that you should do on a whim or expect to launch a new site in a few weeks. According to a survey done by IEEE GlobalSpec, 60% of industrial companies will increase spending on their company website and 52% on content creation and…