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…

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…

Industrial Marketing: What Manufacturers Need to Know

Industrial Marketing: What Manufacturers Need to Know

Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’ve found differences with other B2B marketing even though industrial is a subset of B2B. (Source: CADENAS PARTsolutions. See the full infographic below) Industrial marketing frustrations faced by manufacturers…

Industrial Blogging Requires Commitment and Perseverance

Industrial Blogging Requires Commitment and Perseverance

Industrial blogging is an important and integral part of manufacturing content marketing. Yet, I’ve found that many manufacturers and engineering companies are not willing to invest the time and resources for industrial blogging. I once had the VP of Business Development at a manufacturing company tell me, “This s**t doesn’t work.” The problem is not…