Industrial and Manufacturing Marketing Articles

Yesterday’s Nerdy White Paper Becomes Today’s Top Marketing Weapon

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The white paper – what began as a wordy, complicated, techie document has become the cool, neat catalyst for generating insatiable demand, and freelance writers are cashing in with corporate content in 2009. And when a Google search for “white papers” returns millions of results… that means somebody’s got to write them. Now more than ever,…
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Invest in Content Marketing During a Recession

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In a recent survey (December 2008) done by Junta42, 56% of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009 (31% increase significantly, 25% increase slightly). According to the same survey, the top six content tactics are: Social media (other than blogs) – 68% E-newsletters/email – 60% Case studies – 55%…
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Making a Statement with White Papers

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In a recent forum, someone asked the question, what are white papers? This was my response. White papers are a form of marketing communication that fill a gap that most other formats cannot. They are unique because they provide valuable information that is more solution oriented, rather than branding-driven as in an ad or a brochure….
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7 Key Components of a Successful Lead Generation System

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After evaluating lead automation solutions from several vendors, I have developed my own list of seven key components that make up a successful lead generation system. A strategic lead automation system will lower your cost per lead; boost ROI and closely align sales and marketing. A unified lead definition leads to objective scoring and qualifying,…
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Automating Lead Generation and Management

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Why is it important to automate lead or demand generation efforts in B2B marketing? Because proving ROI is critical. Marketers everywhere are under tremendous pressure to prove marketing ROI. You have to do more with less and have little to no room for errors. An automated lead generation and management system that is sophisticated, yet easy…
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The Gender Gap in Social Networking

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It is no secret that the whole social networking phenomenon got started with the younger generation. However, there is a distinct gender gap as its acceptance has grown to become more mainstream.  Rapleaf has done a study of 13.2 million people to see how they were using social media. While the trends indicate both sexes are using social media in huge…
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