Sales Qualified Leads (SQLs)

Industrial Content Marketing for Engineers to Make a Buy Decision

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting Design Engineers. These Design Engineers often don’t have the final buying authority but unless the industrial parts are “designed in” …

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In Industrial Lead Generation, a Lead is a Lead, Right?

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. I have no issues with that but do these companies know what a qualified lead is? That …

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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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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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Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Lead scoring has become very important in today’s B2B marketing. Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with …

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