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7 Strategies for Using Content to Market Industrial Products

I am a big fan of Content Marketing or as some people like to refer to it as Inbound Marketing. It is heartening to see that content is at the center of most discussions about the state of B2B marketing today.

However, industrial marketers face a challenge when it comes to producing a steady stream of fresh content to keep their target audience engaged. What do you do when the bulk of your marketing content, with the exception of case studies is product focused? How do you shift the focus from you or your company to your prospects and customers?

Here are seven content marketing strategies that you can use to engage your prospects and move them forward in their buying cycle. Read more

The Role of B2B Marketing is Shifting from Lead Generation to Revenue Generation

For as long as I can remember, B2B marketers have considered lead generation as their primary focus. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics.

However, the role of B2B marketers is changing and evolving more into revenue generation. The recently released B2B Marketing Skills Survey jointly done by Genius and BtoB Magazine reveals some new trends and contradicts certain popular beliefs.

Here are some of the key findings from the study:

Emerging Trends:

  • 61% of the respondents (500 total) cited Driving Revenue as the most important success metric as compared to Sales Accepted Opportunities (40%), Qualified Leads (39%) with website visits and click-through rates trailing way at the back at 12% each.
  • In order to meet new revenue and ROI goals, marketers need to improve their strategic skills (50%) and sales skills (40%). Read more

Using Content to Move Prospects Forward in the Sales Cycle

We often think of online content as the text on a web or blog page. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t take a desired action to move forward in the sales cycle.

Ardath Albee, CEO of Marketing Interactions, Inc. said it best when she wrote, “Passive reading of your content is not going to help online marketing initiatives shorten buying cycles or increase customer acquisition and revenues.”

Your online content needs to play a much more active role in moving site visitors along in his/her buy decision. According to Bob Carrigan, CEO of International Data Group, “It [content] fulfills the promise of the Web, which is relationship marketing.”

Using content or Inbound Marketing, you are able to make that key connection with your prospects by delivering specific content needed in order to make an informed decision. Read more

The Distribution Trap – How Innovations Become Commodities

I read an eye-opening article by Andrew R. Thomas, PhD Assistant Professor of International Business, University of Akron and the Editor-in-Chief, Journal of Transportation Security. He has outlined what is wrong with the theory of mass marketing.

For decades, business and management gurus have preached that manufacturers should focus on core competencies and innovate to remain competitive in a global market. Non-core functions such as sales and distribution should be outsourced.

That business model works for a while but in the long-term, it fails badly. Why? Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. Dr. Thomas calls this “The Distribution Trap.” Read more

The launch of Industrial MarCom Blog

I launched Industrial MarCom Blog to share my thoughts and opinions on industrial and B2B marketing communications. I also hope to help other marketing professionals, especially those who are responsible for generating high-quality leads for industrial products and engineering services. Here you will find not only my views but also access to third-party case studies, white papers and best practices for lead generation, qualifying and nurturing those leads until they are sales-ready. I encourage you to share your thoughts and be a part of this exciting community of marcom professionals.