How Industrial Marketing Strategy Must Change to Fill Pipelines Again

Industrial marketing strategy

Your industrial marketing strategy may have changed recently because of the coronavirus. I don’t think manufacturers have much of a choice because the pandemic has negatively impacted their sales pipelines. There is no getting around that fact. Some of these changes may be permanent, while others have become necessities at least for the foreseeable future. … Read more

Adapting Your Industrial Content Marketing Strategy for COVID-19

Industrial content marketing strategy for COVID-19

Industrial content marketing strategy needs adjusting and fine-tuning to adapt to changes during this unprecedented time of COVID-19. Life and business as we know them have changed significantly. Some of these changes are highly likely to be permanent even after the crisis is over (Whenever that will be). Not surprisingly, some companies will cut back … Read more

Content Marketing for Manufacturers: Are You Using its Full Power?

Content marketing for manufacturers

My initial conversations with industrial companies about content marketing for manufacturers usually start something like this, “We can’t be found in Google or other search engines. We want to rank high. We’ve read that content marketing is the way to go. Can you help us?” There is absolutely nothing wrong with that stated goal for … Read more

Technical Content Creation for Manufacturing Marketing

technical content creation

Technical content creation is a big challenge for manufacturing marketers of all sizes. Is it any wonder that content creation is the most commonly outsourced content marketing activity by manufacturing marketers? “64% of manufacturing marketers outsource at least one content marketing activity; content creation is the activity they’re most likely to outsource (87%).” (Source: Manufacturing … Read more

The State of Manufacturing Content Marketing 2020

Manufacturing Content Marketing

Manufacturing content marketing has come a long way since it is early years. There are many positive trends as seen in the latest research report, Manufacturing Content Marketing 2020, Benchmarks, Budgets, and Trends published by the Content Marketing Institute. Yet, challenges remain as the survey shows and the reality that I see with my manufacturing … Read more

Webinar: Prove ROI and Make the Business Case for Industrial Content Marketing

Industrial content marketing for engaging with engineers and technical professionals can be challenging. I’ve written about these problems in the past. Why not join me for a free webinar to learn first-hand about these challenges, tips on how to prove ROI which is necessary to make a strong business case for getting buy-in from management. … Read more

Manufacturing Content Marketing Can Be Confusing and Difficult

I regularly receive email inquiries from industrial companies needing help with their manufacturing content marketing. These people are on the right track for wanting to use manufacturing content marketing for generating better quality leads that turn into sales opportunities. 64% of manufacturing content marketers say their organization’s content marketing is much/somewhat more successful compared with … Read more

Industrial Lead Generation for Sales – It’s Complicated!

Industrial lead generation and sales, it's complicatedIndustrial lead generation is the lifeline for manufacturers, distributors and engineering companies when it comes to accelerating their pipelines and growing sales. However, turning new leads into sales is not straightforward or simple. Just like the hit movie, it’s complicated!

There are many reasons for the failure of industrial lead generation to convert into wins in long and complex sales cycles. Before I go into those, let me give you three real-life examples of conversations that I have had with industrial companies.

Example #1: The Head of Business Development for a manufacturer of compressed air dehydrators said to me, “My sales team can tell if a lead is qualified or not within five minutes of talking to someone.”

The problem was that his sales team wasn’t receiving enough of those calls and they were having a hard time getting in front of the right decisionmakers to make that qualifying decision. Sales were down as a result and they needed to fill their pipeline with more leads.

Example #2: The North American Sales Manager of an engineering company that designed custom-engineered skid-mounted modular process systems for the upstream Oil & Gas industry said, “We don’t talk to leads until we receive an RFQ/RFP.”

He didn’t want to sell on price because the company’s strength was in providing engineered solutions. Unfortunately, it was too late for his team to start talking about their expertise because the buyer had already reached the final stage of his/her buying decision. S/he wanted all vendors to conform to a given set of specifications so it was easier to do an apples to apples comparison of bids based on price and lead-time.

Example #3: The President/Owner of a Leak Detection and Repair (LDAR) services company that primarily targeted refineries and petrochemical companies, emailed me to say, “I want to meet the right people and if necessary, jump on a plane to go anywhere, but I don’t know who to meet.”

This client had tried email blasts to rented lists and telemarketing companies to set appointments. Neither of those tactics produced results for him. He was desperate for new leads.

Read moreIndustrial Lead Generation for Sales – It’s Complicated!

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).

Measuring ROI of industrial content marketing

While the number of leads generated by industrial content marketing is still a very important measure, it is not enough. Marketing is now held accountable for a wider range of metrics compared to previous years. Here’s a chart from the 2018 Budget Trends in Industrial & Technology Marketing report published by engineering.com.

Read moreMeasuring ROI of Industrial Content Marketing is Difficult

Item added to cart.
0 items - $0.00

This website uses cookies to ensure you get the best experience on our website.

Marketing Matters Newsletters

Marketing Matters is our monthly newsletter which is usually emailed during the last week of the month.

Wait, before you leave!

Get the latest articles on industrial marketing delivered to your inbox every month. Join thousands of your peers from around the globe and stay informed.