Industrial Marketing Archives – Industrial Marketing Today

Marketing to Millennial Engineers

November 13, 2019October 22, 2019 by Achinta Mitra

Marketing to millennial engineers requires a deep understanding of the age differences among the engineering workforce. I have talked about this in the past and it was also a key talking point of my presentation at the Industrial Marketing Summit, Content Marketing World 2019. Yes there are many key differences in how you market to … Read more

How Industrial Distributors Can Use Content Marketing

November 13, 2019October 7, 2019 by Achinta Mitra

Content marketing for industrial distributors can be very challenging. The biggest problem I’ve seen is that there is very little differentiation between distributors serving the same niche. Their competitors show the same line cards and unless they sell online directly, site visitors can’t see prices, nor do they have any idea about the lead time. … Read more

Industrial Marketing Budgeting and Planning

November 13, 2019September 26, 2019 by Achinta Mitra

Industrial marketing budgeting and planning activities pick up at this time of the year. As they say, “ʼTis the Season.” Things begin to get very hectic as we go deeper into Q4 and it becomes harder to get people together as they start to take time off for the Holidays. Are you in the midst … Read more

Industrial Marketing for Manufacturers: New Research Findings

November 13, 2019August 20, 2019 by Achinta Mitra

Industrial marketing for manufacturers is a complex process that takes time, expertise and money to produce tangible and repeatable results (aka more quality sales leads). And I’m not talking about Search Engine Optimization (SEO) either. Marketing to engineers and technical professionals has always been a challenge. FYI, I’m one of the keynote speakers at the … Read more

Making Email the Cornerstone of Industrial Content Marketing

September 13, 2018 by Achinta Mitra

You may think email marketing is dead or passé with all the talk about social media. However, that is far from the reality that I see every day, working with manufacturers and engineering companies, especially when it comes to industrial content marketing.

Engineers and industrial professionals do read emails, provided you’ve earned their trust with valuable content and can get through their spam filters. According to the research report “How Engineers Find Information 2018” published by engineering.com, 95% of engineers will consider an email in their inbox.

You can read about this in my earlier post, Industrial Email Marketing for Engaging Engineers and Technical Professionals.

Email should be an important component of industrial content marketing

Given the above findings, it makes a lot of sense in making email marketing a key component of your overall industrial content marketing strategy. My opinion is corroborated by independent research findings.

Industrial Email Marketing for Engaging Engineers and Technical Professionals

June 19, 2018June 19, 2018 by Achinta Mitra

Do you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know how to opt out and have much higher expectations from vendor emails.

Think twice though before you discard the tried-and-tested industrial email marketing strategies. Sure, the old way of “batch and blast” is no longer effective and email marketing is facing challenges, but it is not dead by any means. I can say that based on my own experience working with manufacturing and engineering companies on a daily basis.

Industrial Marketing – Budgets, Challenges and Performance

April 20, 2018April 20, 2018 by Achinta Mitra

Curious about how your peers and the competition are spending their industrial marketing dollars? You are in the right place at the right time.

I just finished reading the research report, 2018 Budget Trends in Industrial & Technology Marketing published by engineering.com. To put their findings in the right perspective, the top three segments of their demographics were:

32% Manufacturers
20% Software companies
16% were companies that provide Consulting/Engineering services

See the chart on the right for a complete breakdown.

The average industrial marketing budget is under $100,000 for more than half (52%) of these companies. There are a few (7%) with a budget of more than a million. Raise your hand if you are one of them!

Happy Holidays

December 18, 2017December 18, 2017 by Achinta Mitra

As 2017 draws to a close, I’d like to thank all of you for being regular readers of this blog. Some of you have become new clients. I truly appreciate your confidence and the loyalty of existing clients. Your support and patronage helped us make 2017 the most successful year in my industrial marketing company’s … Read more

Stop Your Industrial Website Redesign from Derailment

October 12, 2017October 12, 2017 by Achinta Mitra

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of the Montparnasse derailment that happened on October 22, 1895. The action of a train leaving its tracks accidentally can have catastrophic consequences.

Similarly, obstructions that prevent a redesigned website from meeting its goals and objectives can be devastating for a company. I’m not exaggerating to scare you, but I’ve seen too many industrial website redesign projects get sidetracked and go completely off course.

Are industrial website redesigns worth the time and money?

Let’s face reality here, it takes a lot of time (4 months or more) and money (budgets of 15K or more) to complete a redesign that will turn an informational website into a lead generating system. And that’s just the start, you have to continue to invest in optimization, promotion and content marketing.

It is worth spending that kind of time and money, because your target audience of engineers and technical buyers is online for work related purposes. They are in self-select and self-serve mode for a large portion of their buying journey.

Using Digital Industrial Marketing for Reaching Younger Engineers

July 27, 2017July 27, 2017 by Achinta Mitra

Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with their suppliers. I’m sure you are aware of the fact that the industrial buy cycle is made up of four stages. Publishing generic content that is not tailored to each stage is not very effective.

It is virtually impossible to create relevant and engaging content unless you have a very good understanding of the roles engineers play at every stage of the buy cycle. Two more factors that you should be aware of to make your industrial digital/content marketing effective are:

Engineers are time challenged – 44% of engineers are working on more projects now than they were two years ago and 55% of engineers are being asked to do more with less. (Source: IEEE Engineering360 survey).
Understanding the age gap is important in digital marketing for industrial companies – 49% of engineers surveyed are less than 49 years old (Source: 2017 Digital Media Use in The Industrial Sector, IEEE GLOBALSPEC)

For more on point number 1, see my post “Overcoming the Challenge of Marketing to Busy Engineers.”

Role of the engineer in the buy decision

In this post, I’ll focus on understanding the age difference and how it affects your industrial digital marketing strategy and tactics. Before I dive deep into that, first let me give you some anecdotal evidence as to why this is important.

Industrial Marketing

Marketing to Millennial Engineers

How Industrial Distributors Can Use Content Marketing

Industrial Marketing Budgeting and Planning

Industrial Marketing for Manufacturers: New Research Findings

Making Email the Cornerstone of Industrial Content Marketing

Email should be an important component of industrial content marketing

Industrial Email Marketing for Engaging Engineers and Technical Professionals

Industrial Marketing – Budgets, Challenges and Performance

Happy Holidays

Stop Your Industrial Website Redesign from Derailment

Are industrial website redesigns worth the time and money?

Using Digital Industrial Marketing for Reaching Younger Engineers

Role of the engineer in the buy decision

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