Industrial marketers are embracing Account Based Marketing (ABM) to supplement other demand generation strategies. With ABM, marketing and sales teams work together to target best-fit accounts, personalize the buying experience, and turn those prospects into customers. ABM can be as simple as one-to-one marketing and selling or as sophisticated as one-to-many with multiple prospects being... Continue Reading →
The vast majority of web content is short: listicles of a few hundred words, Snapchats that disappear, tweets with character limits, web pages with more images than the copy. And yet, long-form content—typically 1,000 words or more—is extremely important to both industrial marketers and their audience of engineers and technical professionals. You might be able... Continue Reading →
Demonstrating Return on Investment (ROI) is challenging for many marketers. Executives are demanding more accountability from marketing: What, exactly, are we getting for all this money we spend on marketing? At the same time, marketing is complex, the buying cycle is long, and prospects typically interact with your company and content multiple times through multiple... Continue Reading →
Earning a click-thru on a marketing email is a badge of honor. It ranks higher than an email open and is a measure of an engineer’s engagement with your content and your skills as a marketer. With upcoming changes Apple will be implementing to protect user privacy (see companion article), clicks will take on even... Continue Reading →
Source: primestockphotograpy - stock.adobe.com Apple’s recent announcement about protecting users’ privacy has marketers wondering about the implications for their email marketing efforts. Some pundits are declaring the end of email marketing, while others are mostly shrugging off Apple’s maneuvers. Nothing is scheduled to take effect until September when a new version of the Apple operating... Continue Reading →
The rise of the digital era has in many ways increased competition in the industrial sector and leveled the playing field between small and large companies. Smaller companies with a robust online presence have more opportunities than ever to attract an engineering audience, while larger companies can defend their brand and market positions. But one... Continue Reading →
Few of the leads you generate are sales-ready at the first contact with your company. Prospects might be anywhere in their buying cycle when contact is made and they typically have questions and concerns they need to be answered before they are ready to place an order. They might want to know more about your... Continue Reading →
You might have noticed that a lot more manufacturers are talking about sustainability: both their own sustainability initiatives and how their products and services help customers pursue sustainability efforts.
A recent GlobalSpec research report, “Industrial Marketing in 2021,” found that 57 percent of marketers are not planning to attend in-person tradeshows in 2021, despite the fact tradeshows were once one of a marketer’s top strategies.