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The More Industrial Marketing Changes, the More it Stays the Same

I’m not trying to be clever or facetious with my headline. 67 percent of manufacturers, industrial and engineering companies stated that customer acquisition or lead generation is their primary industrial marketing goal in 2012, the same top two marketing goals for the past six years.

That’s one of the findings from a survey done by GlobalSpec during the first quarter of 2012. The online survey addressed the marketing trends, challenges, and expenditures within the engineering, technical, manufacturing, and industrial communities.

The primary goal of industrial marketing has not changed even though marketing strategies and tactics have changed significantly in the past 5 years. Either that or we industrial marketers haven’t quite figured out the lead generation puzzle yet.

Here are some other key findings from their report:

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Industrial Companies shouldn’t Replace Email Marketing with Social Media

Right off the bat let me say that this post is not about email marketing versus social media. However, I’ve had conversations with manufacturers and industrial companies where I am asked if email marketing is still relevant and effective since all the talk these days is about social media. Yes, social media generates all the buzz but discarding email marketing, a tried and true workhorse would be a mistake and here is why.

In a March 2012 online survey of US marketing professionals, trade publication Chief Marketer found that the most popular tool in digital campaigns, according to 78% of the respondents was email marketing followed by Email newsletters (59%) and a close third was social media at 58%.

Here is a chart from emarketer.com showing the growing number of tools used by marketers to improve Website engagement.

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Industrial E-mail Marketing: Use Application Notes to Engage Engineers

E-mail marketing to in-house lists is the most popular marketing channel for reaching engineers and industrial professionals. This was one of the findings in a recent study published by GlobalSpec. The chart below shows the different online marketing tactics that manufacturers and industrial companies plan to use in 2011.

Marketing Channels Planned Usage by Industrial Companies in 2011

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Is Mobile Marketing Right for Industrial Companies?

The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies.

Consider these research findings:

  • International Data Corp (IDC) predicts that the global mobile workforce will increase to over 1 billion workers in 2011, totaling 30% of the workforce worldwide. In the United States, numbers are still higher. A total of 70% of the American workforce will be mobile by 2012.
  • Gartner predicts mobile phones will overtake PCs as the most common Web access device worldwide by 2013.
  • Forbes reports, 82% of executives have some kind of smartphone and nearly two-thirds indicated they’re comfortable making a business purchase on their mobile device.

As an industrial marketer, how do you know if mobile marketing is right for you or not? Read more

Boost Email Relevancy With Dynamic Content

Email marketing has been a staple of industrial marketing for a long time. However, many of these marketers are now experiencing declining open and click through rates.

With all the buzz about social media, blogs and RSS feeds, are email marketing and eNewsletters dead?

Not so fast!

IMO, they are and will continue to be very useful provided your content is relevant.

That’s the standard advice you are likely to get from most marketing consultants. It’s easier said than done as you’ve probably already discovered.

The solution – use dynamic content to boost relevancy of your emails and make them highly personalized in order to truly engage with your audience of engineering, technical and industrial professionals.

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Inbound Marketing Tactics to Get Bulk of B2B Marketing Budgets in 2011

As we head into November and the start of the Holiday Season, B2B marketers are getting into their budgeting mode. With the cloud of economic uncertainty still hanging over many industries, it is not surprising that B2B marketers are shifting their 2011 budgets more towards lower-cost inbound eMarketing tactics.

MarketingSherpa asked more than 900 B2B marketers how they expected their marketing budgets to change for 2011. The chart below shows the breakdown between different marketing tactics and the projected increase/decrease for the next year. Read more

Add Google Analytics to Emails and Gain B2B Lead Generation Intelligence

While working on an email campaign for a client who markets to manufacturers in the Process Controls and Automation industry, I was asked if there was an easy way to combine web analytics with email marketing.

He was already using Google Analytics (GA) to monitor his Web site. However, there really wasn’t a good way for him to track site activity after each email campaign went out.

My client wanted to gain a better understanding of Web site interactions that could be tied to a specific email and help him refine his landing pages to improve his lead generation efforts.

The problem with basic email metrics of open and click-through (CTR) rates is that they are very limited in their usefulness. Here’s why: Read more

Social Media with Email Marketing – is it the Super Combo?

Lately, social media seems to garner all the attention in the media and blog posts with very little mention about email marketing. This long time staple has become the Rodney “No Respect” Dangerfield of B2B and industrial marketing.

I’ve read several articles about the impending death of email marketing because of the steady decline in open and click-through rates (CTR). Are those predictions a little premature? Can we deliver a powerful 1-2 punch by combining  social media and email marketing? I came across two research studies that answer the last question with a big YES!

The first study done by AWeber (aff. Link), was a survey of small business owners and found that the two most common tactics used in 2009 were tweeting e-mail newsletters and sending out blog entries to e-mail lists. In 2010, almost 50% of small businesses will include “follow us” links in their e-mails, and about 44% will include share options in their messages. (See charts below). Read more

Are You Creating Irresistible Offers with Your Email Marketing?

Do you know the key component of email marketing that generates more high-quality leads and drives sales? Marketing gurus tend to talk about opt-in pages, sign up forms, calls to action and interactive squeeze pages to boost your click through and conversion rates.

However, for email marketing to be a true driver of sales, your need something even more valuable and every email that you send out should have it. What is it?

Creating an irresistible offer or incentive – one that is so strong, it compels your reader to part with his/her name and email address.

Just adding a sign up form in the sidebar of your site or blog stating “Sign up for our monthly e-newsletter for the latest news and handy tips” may be a direct call to action but is it really an irresistible offer or incentive? Read more