Winning engineer's mindshare with industrial bloggingEngineers love a challenge and solving problems. They are always on the lookout for gaining knowledge from their peers. They trust and have more confidence in reading or hearing something from other engineers. One engineer to another is a far more powerful tool than sales messaging when it comes to building trust and establishing thought leadership.

However, engineers and technical buyers don’t easily change processes that are working well unless you can convince them they may have a problem that they are not aware of and/or you have a better, more efficient way of doing something that they have been doing for many years.

There is a two-fold challenge here. First, you have to bring attention to real-world technical problems and not something that you’ve cooked up to sell your solution. Second, engineers are trained to be skeptical and demand proof of concept before they’ll buy your solution.

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Sales funnel for industrial marketingIn case you aren’t familiar with the content marketing acronym TOFU, let me define it for you. TOFU stands for top of the funnel and relates to content that attracts qualified visitors to your industrial website or blog.

Creating effective marketing content for TOFU is proving to be a challenge for many manufacturers. That’s because these industrial companies have plenty of product datasheets, user guides and other product-centric marketing collateral but very little content that is customer-centric. Why is this important?

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Purpose Driven Industrial Blogging

March 9, 2014

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 [...]

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Industrial Website Redesign Should Fit Your Sales Process

February 24, 2014

I have had many conversations with manufacturers and industrial companies where our discussions began with the statement, “We need to  redesign our industrial website.” Great news, right? Not exactly and [...]

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Two Controversies That May Disrupt Industrial Digital Marketing Plans

January 23, 2014

In the past week, I have read several blog posts about two content marketing controversies that have set the blog world on fire. Mind you, these bold predictions are not [...]

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What’s Hot and What’s Not in Digital Marketing for Engineers in 2014

January 14, 2014

I just downloaded my copy of the 2014 Digital Marketing for Engineers survey published by John Hayes and his team at There are some interesting and encouraging findings. I’ll [...]

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What Content Marketing Functions Do Industrial Companies Outsource?

January 4, 2014

I hope your Holidays were wonderful and that you are off to a good start in 2014. The views I have expressed in this post are based on my daily [...]

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Blogging Still Lagging in Industrial Marketing

December 23, 2013

Compared to most B2B marketers, blogging still plays a minor role for most manufacturing and industrial companies. Look at these charts from two different surveys to illustrate my point. The [...]

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Industrial Marketers Face ROI Challenges

December 10, 2013

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 [...]

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Industrial Marketing in the Age of the Customer

November 14, 2013

Let me give credit where credit is due, I first heard the phrase “The Age of the Customer” from Forrester Research. It has a nice ring to it and IMO, [...]

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