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How Industrial Marketing Influences Buyers

Industrial marketing precedes industrial sales. That is the reality today.

I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish. Marketing has always provided sales support and not expected to play an active role.

Today’s industrial buyers have flipped that sales and marketing paradigm upside down. Even though the industrial buy cycle has not changed, buyers go through their buying journey very differently now. They prefer to operate in a self-serve and self-select mode by using a variety of digital sources of information.

If you are in industrial sales, hold off on your “salespeople are not dead” comments until you’ve read through to the end of my post.

I’m sure you’ve heard this digital marketing mantra ad nauseam. As an owner or a business development professional at one of these industrial companies, you are probably skeptical about that message, especially when it comes from industrial marketing consultants with vested interests.

Let me reassure you with some key research findings from unbiased, independent third parties.

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Webinar: Digital Marketing Road Map for Manufacturers and Industrial Companies

Success with Digital Marketing - a Road Map for Manufacturers

I will be co-hosting a webinar with John Hayes of ENGINEERING.com on August 5 at 10am PST / 1pm EST. The webinar is called Success with Digital Marketing – a Road Map for Manufacturers.

We plan on covering a lot of ground on digital marketing as it relates to manufacturers and other industrial companies. You’ll walk away with key takeaways for creating your own digital marketing road map.

In case you are not familiar with John (@JackHayes), he is the CEO of ENGINEERING.com and the author of Digital Marketing for Engineers. He and his team publish a lot of helpful content on their Digital Marketing for Engineers blog.

Our presentation will include:

  • What is digital marketing and why is it right for an engineering and industrial audience
  • Defining the road map to digital marketing
  • Steps to create a road map and measuring ROI
  • Why marketing to engineers is a big challenge
  • How to make a business case for digital marketing with content
  • How to win the engineer’s mindshare and working with SMEs

This webinar will be held on August 5, 2015 at 10am PST/1pm EST. Of course it is free to attend.

I hope to see you there.

Register Now

 

Understanding the Age Gap is Important in Digital Marketing for Industrial Companies

If you are using digital marketing (You are, aren’t you?) to market your industrial company, its products and services, then you need to understand the importance of the age gap and its impact on digital media usage.

I’m sure you have read many of the dire headlines about the critical skills gap in the industrial sector and how it could threaten the competitiveness of manufacturing in the U.S. If you read between the lines, the underlying cause of this problem is the age gap. Here are a few recent headlines and direct quotes to drive home my point:

  • New talent needed as baby boomers age and jobs continue growing in the industry. (U.S. News & World Report)
  • “The senior geologists will soon retire and there is no one to take over except much more junior geologists. The age demographics among geologists has resulted in a skills, mentorship and leadership gap, which is becoming a concern.” (Deloitte)
  • The demographic age gap is expanding at an alarming rate because the aging workforce will be retiring within the next 5 – 10 years and not enough young people are finding the industry attractive enough to join. (World Petroleum Council)
  • Oil field workers are retiring in huge numbers, leaving a workforce that’s younger and — more importantly — less experienced. (NPR)
  • “When the Deepwater Horizon exploded, no one in the BP engineering team had been on the job for more than six months.” (John Konrad, author, ‘Fire on the Horizon: The Untold Story of the Gulf Oil Disaster’)
  • Put simply, we are experiencing a growing age gap in engineering-focused fields. (Boston.com)
  • The reasons for the dearth of qualified job candidates are varied. Both Mercer and Manpower cited age, disruptive technology like hydraulic fracturing and education as key drivers of the problem. (NBC News)

I don’t want to get into a debate about all this being just a ploy for companies to ship jobs overseas for cheaper labor. The fact is we have a problem. Enough said!

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Can Digital Marketing Make the Phone Ring for Industrial Companies?

Generating leads is always the central theme in my daily conversations with manufacturing, engineering and industrial companies. However, a qualified lead means different things to different people and it is rare for me to find too many of these companies to have a clear definition of what a lead means to them.

Truth be told, lead generation is a catchall for “We want our phones to ring.”

I wish it were that easy. Then again, I had better be careful about what I wish for because if it were that easy, my clients wouldn’t need my help solving their industrial lead generation problems.

Let me make it clear from the outset, this post is not about sales vs. marketing. I firmly believe that complex industrial sales require both sales and marketing to work together. I advise my clients to embrace that philosophy and not to think of industrial marketing as mere sales support.

How can digital marketing help create more qualified opportunities for industrial sales?

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Do You Know the Cost of Maintaining Your Industrial Digital Marketing Status Quo?

For the past six years, more than two thirds of manufacturers and industrial companies have said that lead generation or customer acquisition is their top marketing priority according to the latest industrial marketing survey released by GlobalSpec.

The same survey also found that 42 percent of these companies have increased their budgets for digital marketing in 2012 and 47 percent of the respondents spend more than a third of their overall marketing budgets online.

Despite all the encouraging findings about the use of digital marketing within the industrial sector, it is common to find websites that are several years old. I have talked to owners and marketers from manufacturing and industrial companies of various sizes that sounded enthusiastic about launching an industrial blog and moving forward with inbound marketing with content but it seems easier for them to do nothing and maintain their digital marketing status quo. They are hoping that their lead generation problem will somehow solve itself if they continue to do business as usual.

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