Posts Categorized: Strategy

How to Handle Web Form Spam

Bots clogging up your lead funnel? Use these tips to filter out bogus inquiries.
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So you have a shiny new or shiny old industrial B2B website that is poised for greatness. It is SEO friendly, fast loading, stuffed with great content, and has all the necessary features. Once a certain level of popularity has been reached or publish time has elapsed, the inevitable spam bots will find your site… Read more »

Multichannel Marketing for Engineers and Technical Professionals

A conversation with Patrick D. Mahoney of IEEE GlobalSpec about how to reach industrial buyers.
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Industrial Marketer recently sat down with Patrick D. Mahoney, CEO of IEEE GlobalSpec — an industrial-focused media company with millions of subscribers interested in technical content — to discuss the importance of various tactics and channels to any B2B multichannel marketing program focused on engineers and technical buyers, beginning with content marketing.   Industrial Marketer: IEEE GlobalSpec has… Read more »

Making Lost Leads Found Again

Most lost leads aren't lost; they're just forgotten. Here's how to capitalize on these non-starters.
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Many marketers are great at generating leads, but they also excel at losing them. Let’s face it: Lost leads are a huge blind spot in many marketing programs. So what exactly is a “lost lead” or a “dead lead?” Basically, a lost lead is a lead that did not convert into a sale and that… Read more »

What Is B2B Brand Strategy?

Think beyond a logo to get clear on who you are, who you serve, and where you're going.
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B2B brand strategy is arguably the most critical component in laying a proper foundation for downstream sales and marketing initiatives — especially for industrials who compete in crowded spaces and sell commodity products. But despite its importance, brand strategy is a concept that’s widely misunderstood and rarely implemented. Some might believe that it’s all about… Read more »

How Small Online Stores Can Compete With the Big Players

Size isn't all that matters for eCommerce. Use these ideas to redefine small store success.
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In a crowded marketplace where big players dominate, it’s easy for small online stores to feel like the odds are stacked against them. When big companies like Amazon and eBay seem to offer everything customers could possibly want, why start a store at all? Evidence suggests that despite their wide range of products, there are… Read more »

Why You’re Spending More on Online Advertising Than You Think

No one likes to waste money. Use these tips to avoid search engine marketing "media management debt."
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“Rule No. 1: Never lose money. Rule No. 2: Never forget Rule No. 1.” —Warren Buffett With statistics showing that 8% of Internet users account for 85% of display ad clicks and with conflicting reports on the effectiveness of PPC ads, it’s not surprising that many businesses are taking a hard look at their online… Read more »

7 Reasons Your Site May Get Hit with a Google Penalty

Search engines have a few rules they expect you to play by if you want to appear in their results.
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Why do some sites suffer a Google penalty, or a fall in search rankings? Well, Google’s primary goal is to provide the most useful, relevant content to its users. Since 2000, Google has been tweaking its algorithm to streamline the ranking process to get users the best answer to their queries. It does this by mixing… Read more »

Marketing Goals Make for Better Marketing

Don't be afraid to get specific with what, when, and where. Make your needs known!
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Why set marketing goals? Well, let’s start by making this personal. What’s the last goal you set in your life? Maybe it was to lose five pounds before summer so you could fit into last year’s bathing suit. Or maybe it was to start calling your mom every Sunday so she stops cranking about how you… Read more »