Industrial sales

How Industrial Content Marketing Increases Awareness and Creates True Differentiation

Industrial content marketing can be very effective in solving two common problems that many manufacturers and distributors face. They are: Lack of awareness about them among engineers and industrial buyers Inability to differentiate themselves from the competition Given the fact that today’s industrial buyers prefer to do their own research and rely more on a …

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Industrial Content Marketing Boosts Sales for Distributors

My conversations with distributors about industrial content marketing almost always start with them needing help in growing their sales. That should come as no surprise. The real problem however lies in the definition of the problem itself. Most distributors define their problem as “lack of sales.” The solution therefore must be this new-fangled thing called …

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Sabotaging Industrial Marketing Hurts Sales

What is the real purpose of industrial marketing? One can come up with a list of at least half a dozen or more excellent goals. IMO, the single most important function is that it must help drive sales and grow revenues. I agree the journey is not straightforward from point A to point to B, …

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Industrial Marketing, Lead Generation and Sales: It’s Complicated

Remember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure. Sometimes I feel the same way about industrial marketing for lead generation and its relationship to sales – It’s Complicated! Every industrial company I talk to wants more leads at a …

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Content Marketing Must Go Beyond Inbound Marketing in Industrial Sales

There is quite a bit of confusion among my industrial clients about the terms Inbound Marketing and Content Marketing. For many, the two are synonymous and it is just a matter of semantics. IMO, Content Marketing goes well beyond Inbound Marketing. The classic definition of Inbound Marketing focuses on the top of the sales funnel …

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Inbound Marketing won’t Boost Short-term Sales for Industrial Companies

Inbound marketing is a frequent topic of discussion in my daily conversations with Owners, CEOs and Business Development professionals from manufacturing and industrial companies. Irrespective of the size of the company, they all have one thing in common – they want to boost sales as quickly as possible. These industrial professionals have heard about inbound marketing …

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E-commerce: An Important Channel for Industrial Sales

I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast. According to a survey conducted in 2011 by BtoB and Rainmarker Systems, while only 35% of …

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Inbound Marketing Must Set the Table for Industrial Sales

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect. I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing. They agree it …

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Have Digital Marketing and Social Media Killed the Industrial Sales Job?

Remember the very first music video ever played on MTV? It was called “Video Killed the Radio Star” by the British band The Buggles and was aired at 0001 hours on August 1, 1981, the day the cable station was launched in the U.S. Every disruptive technology is known to cause major upheavals in any …

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