Digital marketing

Use industrial content marketing to enable sales

Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B. If you are a manufacturer of custom-engineered systems, you know that it is nearly impossible to generate Sales Qualified …

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Digital Marketing for Manufacturers: Making a Business Case

Imagine this all too common scenario if you are a manufacturer, distributor or an engineering company. Sales are slow; you need to do something right now to make the phones ring. The directive comes from the top – add more sales people, start working the phones and drop those prices just to book orders. Uh …

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Understanding the Age Gap is Important in Digital Marketing for Industrial Companies

If you are using digital marketing (You are, aren’t you?) to market your industrial company, its products and services, then you need to understand the importance of the age gap and its impact on digital media usage. I’m sure you have read many of the dire headlines about the critical skills gap in the industrial …

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Two Controversies That May Disrupt Industrial Digital Marketing Plans

In the past week, I have read several blog posts about two content marketing controversies that have set the blog world on fire. Mind you, these bold predictions are not put forth by some obscure blogger looking for his/her 15 minutes of fame by publishing something controversial. First up is “Content Shock” by Mark Schaefer. …

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What’s Hot and What’s Not in Digital Marketing for Engineers in 2014

I just downloaded my copy of the 2014 Digital Marketing for Engineers survey published by John Hayes and his team at ENGINEERING.com. There are some interesting and encouraging findings. I’ll use a few of the charts from the survey results that show what they found and then add what I am seeing firsthand with my …

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Industrial Marketing in the Age of the Customer

Let me give credit where credit is due, I first heard the phrase “The Age of the Customer” from Forrester Research. It has a nice ring to it and IMO, it is a true reflection of buyer behavior today. I have also heard/read the same phenomenon referred to as the Digital Disruption. Whatever you want …

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Traditional Marketing is Alive and Well for Industrial Companies

Despite all the buzz about digital marketing and proof of results, manufacturers, engineering and industrial companies continue to use traditional marketing tactics such as trade shows, print ads and telemarketing. According to the 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs report, 67% of the 1,416 B2B Marketers surveyed, continue to rate in-person events as the …

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Is Blogging Right for Every Industrial Company?

The fact that you found this industrial marketing blog and are reading my post, tells me that you have asked yourself that very question and are curious about the answer. There are literally millions of articles written on why you should be blogging and they are easy to find in Google. I see no point …

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Digital Marketing Can Increase Industrial Sales

Call it digital marketing or inbound marketing with content, the fact is marketing is now playing a much more active role in complex industrial sales. For the sake of simplicity, I’ll refer to it as digital marketing in this post and state that content is what drives this engine for generating qualified leads and creating …

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What You Ought to Know About Inbound Marketing

Confused about Inbound Marketing? Never heard of it? View this hilarious and entertaining video from HubSpot and it will tell you everything you ought to know about inbound marketing. [youtube width=”480″ height=”360″]http://www.youtube.com/watch?v=4-lGe5MnBlY[/youtube] In the past I’ve written about manufacturers such as Indium Corporation and Miller Electric Manufacturing Co. and their success stories of inbound marketing with …

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