Industrial Marketers Face ROI Challenges

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 percent of industrial marketing professionals stated that measuring ROI is the biggest challenge in their profession. That is one of the findings from IHS/GlobalSpec’s 2013 Trends in Industrial Marketing report.

Measuring ROI of industrial marketing is a challenge

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Industrial Marketing in the Age of the Customer

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, it is a true reflection of buyer behavior today.

I have also heard/read the same phenomenon referred to as the Digital Disruption. Whatever you want to call it is fine with me, but the fact is that there has been a permanent shift in how customers interact with sellers now.

This means that sellers must change and adapt to new ways of acquiring new customers and keeping the current ones. If not, a more nimble and more relevant competitor who isn’t carrying the baggage of “old ways” of marketing will win over your customers and eat into your market share quickly. That’s the fact, Jack!

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Industrial Marketing Can’t Succeed Without Sales

Industrial marketing and sales - mythbustersI 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 until the final procurement stage, thus making a strong case for using content in inbound industrial marketing to bridge the gap.

I read an article where recent Forrester research found that 75% of the buying cycle is completed before sales is engaged.

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Industrial Content Marketing’s Impact on Customer Experience

Imrpoving customer experience with content marketingCustomer experience — the Holy Grail of customer loyalty and repeat business. Every company wants it, many talk about it but only a few get it right.

Customer experience is critical to manufacturers and industrial companies because it takes a long time and lots of hard work to find new customers from a limited pool of qualified prospects where their competitors are fishing too. You may be missing a huge opportunity if you are counting on your sales team and/or sales support people to provide “exceptional customer experience” from start to finish.

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Industrial Content Marketing is NOT New

Everything old is new again in industrial content marketingManufacturers and industrial companies have been using content marketing for a long time whether they know it or not. What do I mean?

Product Releases have been a staple of industrial marketing long before inbound marketing with content became so popular.

Case studies, application notes, calculators, how-to articles, white papers and frequently asked questions (FAQs) have always been a part of industrial marketing.

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Industrial Blogging Lessons Learned from Working with Technical SMEs

IndustrMy clients often ask me to write posts for their industrial blogs. This requires me to work very closely with engineers and technical SMEs (Subject Matter Experts) on a daily basis for creating content. I have learned some important lessons about blogging that are specific to this technical and industrial audience.

  • Editorial calendar: This may sound like content marketing 101 but let me tell you why it is so important for industrial blogs. At a recent discovery meeting, I received little to no response when I asked a group of engineers about their customers’ challenges that we could blog about. I was expected to do the industry research and come back with a list of topics. Read more

How Mobile Technology Helps Component Manufacturers Make Their Printed Catalogs More Productive

Component manufacturers are keenly aware of the fact that design engineers must first specify their components or parts before purchasing can place an order. These manufacturers have relied on their printed catalogs in the past to get their parts “designed in.”

However, there is an inherent drawback to these static printed catalogs. An engineer must first leaf through the pages, find the right part number and then call the components manufacturer for details, CAD drawings and pricing information. This manual process can lead to delays, errors and lost opportunities.

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9 Must-Have Content Assets for Successful Industrial Websites

Compiling any kind of list is always risky because we all have our own preferences and there is no way someone else’s list can satisfy everyone. This is my list of “must-have” content assets that I advise my clients to add to their industrial Websites. It is definitely a two-way street; my industrial clients also often request many of these same content assets.

The usual content marketing assets such as product data sheets, application notes, case studies, whitepapers and blog posts are a given and expected if you want your website to be found in search engines (SEO) and engage your target audience of engineers and industrial buyers. Take a look at my post, “Content Auditing and Mapping it to the Industrial Buy Cycle” for more on how and when to use these content assets.

Must-have content assets that persuade industrial buyers to take action

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Content Creation vs. Content Marketing – There’s a Big Difference

Unless you’ve been living under a rock somewhere for the past couple of years, you’ve surely heard or read about the power and the popularity of content marketing by now.

91% of B2B marketers are using content marketing as shown in this chart from the survey done by CMI and MarketingProfs (2013 B2B Content Marketing Benchmarks – North America).

Percentage of B2B Respondents Using Content Marketing

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Guest Blogging: An Important Strategy of Industrial Marketing

I’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t get much attention is guest blogging. There are unique benefits of guest blog posts that deliver powerful marketing ROI.

In the past, many SEO experts pushed publishing guest articles and blog posts for the sole purpose of generating inbound links with keyword-rich anchor texts. This SEO or content marketing strategy relied heavily on quantity over quality of links. Google’s war on content farms has pretty much rendered this tactic useless. Don’t get me wrong, quality inbound links still matter in SEO.

IMO, there are three bigger benefits of guest blogging. They are:

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