5 Things You Can Do to Prepare for Account Based Marketing

Do feel like you're annoying prospects with lead gen? ABM might be right for you — and your customers.

Is account based marketing a way out of how uncomfortable lead generation has become? Let’s face it: We all know when we are being marked as a lead. It starts with a scenario where we are asked to provide our name, email, and perhaps another piece of information in order to read a white paper,… Read more »

What Makes SEO a Primary Source of B2B Leads?

Try as they might, other channels just can't seem to unseat SEO as the best source for leads.

SEO, or search engine optimization, is critical for any business that wishes to increase organic website traffic and drive B2B leads. The better visibility of your pages in search results, the more likely you are to attract future and existing customers. This holds particularly true for organic B2B searches where the potential customer is looking… Read more »

7 Types of Sales Collateral All Industrials Need

Your sales team probably uses some of these materials. But do they have them all?

One way to think of content marketing is equipping your prospects with the right information about your products during the right time in their buying journey. You can think of sales collateral in a parallel universe — equipping your sales team with sales content and materials they can use to enrich a prospect’s experience with your… Read more »

4 Ways to Make B2B Customer Service Better

Customers may come to you for your solutions. But customer service will keep them coming back.

Great customer service is important whether you’re running a B2C or a B2B company. However, just like there is a difference between industrial marketing and consumer marketing, how you deliver customer service significantly varies when you are talking about B2B customer service vs. B2C customer service. B2C companies offer products and services directly to consumers,… Read more »

Marketing Metrics That Matter for Manufacturers

You may have lots of data flowing, but does it cohere? Connect the dots to get at what matters.

The growing segmentation of digital media consumption makes it more important for manufacturers to be able to define marketing metrics that matter by cross-tracking data points in order to gain actionable insights into their marketing initiatives. Data can be overwhelming, and marketing technology is collecting more data than ever. In the latest episode of the… Read more »

The Power of Ethical Marketing for Manufacturers

Buyers care about environmental and social issues. Meet them on this level with ethical marketing.

Manufacturing is a competitive industry. There are more than 500,000 manufacturing businesses in the U.S. alone, which means an ocean of potential competitors. As it becomes increasingly challenging to stand out, manufacturing marketing has become essential. Online advertising provides plenty of opportunities to distinguish yourself from competitors, as its lower cost of marketing enables more… Read more »

How Industrial Distributors Can Set Themselves Apart

Talking about product selection, availability, speed and service? So is everyone else. Time to be different.

Many industrial distributors are dealing with the reality that digital is becoming the dominant sales channel. So while the core distribution functions of product selection, availability and delivery have not changed, how customers vet their distributors has.  In the latest episode of the Industrial Marketer podcast, co-hosts Joey and Nels discuss how an industrial distributor… Read more »

Content That Converts: How to Turn Readers into Buyers

Content marketing works. So why isn't yours? Use these tips to improve your chances of success.

Why is it that more B2B companies don’t publish content that converts readers into buyers? According to Marketing Charts, content is one of the most important things in the B2B marketers arsenal — per their analysis, 52% of B2B customers claim that they are “definitely” more likely to buy from a brand after reading their… Read more »