Marketing to Engineers is a Big Challenge

Many industrial companies find it challenging to market to engineers. The biggest complaint that I hear is that engineers just don’t respond to marketing like others do. These companies are at a loss and need to figure out a better way to market since their target audience is primarily engineers from various disciplines. You’ve probably…

How Unqualified Leads Bog Down Sales Pipelines for Industrial Companies

I have yet to come across a manufacturer, a distributor or an engineering firm that didn’t ask for more leads. No surprise there! The more I probe, the clearer it becomes what they really want are more requests for quotes or proposals. This is understandable since the sales pipeline needs to be full and active at…

Industrial Content Marketing for Accelerating Sales Pipelines

Manufacturers and industrial companies that believe in content marketing are seeing good results from their efforts. However, most of the success is at the beginning of the sales pipeline or top of the sales funnel if you prefer the funnel metaphor. Where many of these companies are struggling are in the middle and end of…

Industrial Marketing, Lead Generation and Sales: It’s Complicated

Remember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure. Sometimes I feel the same way about industrial marketing for lead generation and its relationship to sales – It’s Complicated! Every industrial company I talk to wants more leads at a…