Industrial and Manufacturing Marketing Articles

Industrial marketing coaching

Industrial Marketing—You Want Coaching With That?

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Reading Time: 4 minutes
Industrial marketing coaching is something I’m asked about often, especially in the past 6 to 8 months. The headline of this post is my tongue in cheek attempt at the famous McDonald’s® age-old question, “You Want Fries With That?” It was a simple marketing strategy that worked brilliantly for upselling and continues to make millions…
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Unique challenges in manufacturing content marketing

Unique Challenges in Manufacturing Content Marketing

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Reading Time: 6 minutes
Manufacturing content marketing has its own challenges and frustrations as many industrial marketers have experienced. I touched on some of them in my last post about writing technical blog posts. While the age-old problem of “What should we write about?” still exists, new research findings show a myriad of other challenges. Some of these may…
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Writing technical blog posts

Writing Technical Blog Posts for Engineers and Industrial Professionals

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Reading Time: 6 minutes
Writing technical blog posts is not the most popular topic of discussion for many manufacturers and engineering companies. In my experience, industrial blogging is an underused content marketing tactic for many of these companies. The two most common objections that I hear are: Writing fresh and relevant content regularly for industrial blogging is too consuming…
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Industrial marketing strategy

How Industrial Marketing Strategy Must Change to Fill Pipelines Again

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Reading Time: 3 minutes
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….
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Industrial marketing plans - IMT

Why Industrial Marketing Plans and Strategy Must Go Together

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Reading Time: 3 minutes
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…
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industrial website for post-pandemic business

Is Your Industrial Website Ready for Business After the Coronavirus Pandemic?

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Reading Time: 4 minutes
Will your industrial website still meet the needs of engineers and industrial buyers when the coronavirus pandemic is over, whenever that is? In my last post, I talked about adapting your industrial content marketing strategy for COVID-19. In this post, I want to focus on the changes that you may need to make to your…
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