lead nurturing

Are Industrial Companies Wasting Their Leads?

No matter the size of the company or the industry they are in, my conversations always boil down to them wanting more leads from their industrial marketing. Yet I see very few of these companies with a lead nurturing strategy in place to convert leads into sales opportunities. As a result, online leads sit untouched …

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Not All Industrial White Papers Merit Registration

White papers are used most frequently for lead generation and nurturing in industrial marketing. Many of these white papers are very technical and require engineers and other domain experts to spend quite a bit of their time in producing these content marketing assets. A freelance copywriter cannot create them with an hour or two of …

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Manufacturers Need Lead Management to Close the RFQ Gap

Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. For a real-life …

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Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their …

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Use Content Marketing to Manage Industrial Sales Funnels

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower …

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Subscribers to Free Content are NOT Leads

I’ve heard some of my manufacturing clients call their subscribers to free content leads. I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new …

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Industrial Blogs for Lead Generation Using Inbound Marketing

If you are an industrial or a manufacturing marketer, you know all about the constant pressure of generating high-quality sales leads. Upper management asking you to fill the pipeline with ever-shrinking budgets is a given these days. There are three key ideas in the headline of my post – 1) Industrial blogs, 2) Lead generation …

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Most Industrial and Manufacturing Websites are Still Stuck in Web 1.0

Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities. That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their …

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Lead Nurturing Is Not A Marketing Option, It’s A Sales Necessity

Plenty has been written about the importance of lead nurturing in B2B and industrial marketing. If you need a quick primer, read my earlier post, “B2B Lead Generation without Lead Nurturing is Doomed to Fail.” Most of the lead nurturing best practices guides and articles that I’ve read are from a marketing perspective. Let’s switch …

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