industrial lead generation

Measuring ROI of Industrial Content Marketing is Difficult

Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. (Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec). While the number of leads generated …

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Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial content marketing success for most manufacturers and other industrial companies is usually measured  by an increase in the number of RFQs/RFPs. Arguments about quality vs. quantity tend to fall on deaf ears because these companies with long sales cycles need a certain volume of quotes to keep their pipelines full and active. Often, their stated …

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No Digital Marketing for Manufacturers = Marketing in the Past

Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing. The need for a robust online presence (Website and customer-centric content marketing) is driven by …

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How Industrial Companies are Stuck on SEO for Content Marketing Strategy

I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO). “What’s wrong with that?” you ask. After all, your content is useless unless people can find your website when …

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Planning Your Industrial Marketing Strategy for 2015

I hope you have already started planning your industrial marketing strategy for 2015. You may be wondering why you need to spend the time and effort in creating an industrial marketing strategy when you already know the problem – not enough quality leads generated from your current website. It would be easy to dive right into …

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How Industrial Content Marketing Builds Stronger Relationships Based on Trust

Strong relationships have always been the cornerstone in complex industrial sales. That hasn’t changed and won’t change in the foreseeable future. How we start and build new business relationships have changed in today’s digital age. Ask any successful salesperson and s/he will tell you that trust is the key to building strong and sustainable relationships. …

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Content Marketing for Industrial Distributors

Content marketing is proving to be a big challenge for industrial distributors that I have talked to. The problem stems from the fact that distributors have relied heavily in the past on their principal manufacturers to provide them with marketing content and collateral. Weaning themselves from that reliance and becoming publishers of original content is …

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Purpose Driven Industrial Blogging

When I talk to manufacturers and industrial companies about blogging, which is practically every day, I can’t help but notice that these people do understand that blogging is a key component of good industrial content marketing. What I find lacking most often is a clear understanding of purpose driven benefits from blogging. This gap prevents …

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Industrial Marketers Face ROI Challenges

Developing a good digital marketing strategy and then executing it is complex enough but measuring ROI is proving to be a bigger challenge for marketers within manufacturing and industrial companies. Thirty-one percent of industrial marketing professionals stated that measuring ROI is the biggest challenge in their profession. That is one of the findings from IHS/GlobalSpec’s 2013 …

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Industrial Marketing Can’t Succeed Without Sales

I can assure you this is not another post about sales and marketing alignment. Plenty has been written on that topic already. I am sure you’ve read many articles about today’s industrial buyers completing most of their decision making long before they ever contact anyone in sales. Various statistics show how Sales is not involved …

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