industrial buy cycle

How Industrial Marketing Influences Buyers

Industrial marketing precedes industrial sales. That is the reality today. I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish. Marketing has always provided sales support and not …

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Content Marketing for Industrial Companies – Authenticity is Mission Critical

Marketing sometimes gets a bad rap of being deceptive. There is a fine line between persuasion and deception. Stretching the truth, exaggerating the positives and putting a positive spin on the negatives have been staples of marketing for a long time. Today’s industrial buyers are far better informed and using deceptive marketing practices won’t get …

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Variety of Content is the Key in the Early Stages of the Industrial Buy Cycle

In the early stages of the industrial buy cycle, you as the marketer have very little information about the visitor to help you tailor your marketing content to their needs. In Needs Awareness and Research phases, the first two stages of the industrial buy cycle (see my earlier post Deconstructing the Four Stages of the …

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Content Auditing and Mapping it to the Industrial Buy Cycle

These days it is popular to say “Content is marketing currency.” What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. You don’t have that kind of a marketing …

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Shortening the Industrial Buy Cycle in 5 Simple Steps

The other day I read an interesting article titled “5 Steps To Shorten The B2B Buying Cycle” by Kerry Spellman, Client Relationship Manager at iProspect. Even though her article is about the B2B buy cycle in general, it is a perfect follow up to my earlier post “Deconstructing the Four Stages of the Industrial Buy …

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Deconstructing the Four Stages of the Industrial Buy Cycle

B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. Typically, that means understanding the prospect’s pain and then offering a solution for relief. Sounds simple, right? But not easy to execute because there usually is a disconnect between what your prospect wants to hear …

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