Inbound Marketing

Is it Time for Your Industrial Website to Sing Auld Lang Syne?

As 2012 ends and we look forward to 2013, it is a good time to review your current industrial website. In keeping with the tradition of celebrating the start of the New Year by singing “Auld Lang Syne,” it may be time for you to say farewell to the old site and greet the New …

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Are Manufacturers Turning a Deaf Ear to Content Marketing?

Despite all the published reports about the great results that businesses are deriving from content marketing, it seems manufacturers and industrial companies are still stuck in their old ways of marketing. According to a recent commissioned study done by Forrester Consulting on behalf of Act-On Software, SMBs (small and medium-sized businesses) prefer the more personal …

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News Releases in Industrial Content Marketing — Part II

Think of this post as an extension of my previous article “Why Industrial News Releases Make Good Blog Posts.” Let me start with some findings and statistics from different B2B content marketing studies that I have downloaded and read in the past couple of weeks. First up is 2012 B2B Content Marketing Trends by Holger …

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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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Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. How do you rise …

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Can Digital Marketing Make the Phone Ring for Industrial Companies?

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. However, a qualified lead means different things to different people and it is rare for me to find too many of these companies to have a clear definition of what a lead means to them. Truth be told, …

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Do You Know the Cost of Maintaining Your Industrial Digital Marketing Status Quo?

For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec. The same survey also found that 42 percent of these companies have increased their budgets for digital marketing …

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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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Industrial Content Marketing is Not Just for SEO

Content marketing is a central topic in most of my recent conversations with industrial companies. The primary goal is to generate better quality leads from their websites. That is the good news. The not so good news is that they have a mistaken belief that content marketing is for search engine optimization (SEO). They’ve heard/read …

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