Posts Tagged: industrial buying cycle

4 Keys to Successful B2B Lead Scoring

Use these tips to align sales and marketing and connect with prospects at the right time.

B2B lead scoring models are primarily based on two types of attributes — explicit and implicit. Each can play a key role in industrial marketing and the successful handoff of leads from marketing to the sales team.  Explicit B2B lead scoring is based on demographics and firmographics, such as job titles, industry, company size and… Read more »

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 »

A Working Definition of Industrial Marketing Illustrated through 5 Examples

Industrial marketing — it's like you know it when you see it. Here are 5 examples that illustrate the point.

The narrow segments and complicated, elongated buying cycles can make lead generation especially challenging for industrial marketing, but these difficulties are also what help us trace the contours of a definition of industrial marketing. It’s unlike any other B2B sector. But the dynamic means it is even more important to be genuinely “industrial” in your… Read more »

Marketing to Manufacturers Depends on Relationships

So how do you establish rapport digitally — with people you don't even know?

Technology continues to drive innovations, and expectations, in manufacturing. Customers are demanding higher-quality, longer lasting parts, and they want them turned around more quickly and for less money. Better, faster, cheaper. The dynamic is similar in many ways in marketing to manufacturers. Despite the fragmented, impersonal nature of digital marketing, manufacturers must know their buyers… Read more »

5 Reasons Industrial Buyers Seek New Suppliers

Will they stay or will they go? Use these reasons to get in their heads and win new business.

Have you ever wondered why industrial buyers seek out new suppliers to work with? Understanding the most common reasons this happens can help you to grow your customer base through simple changes to the way you market your products and services and approach and develop sales opportunities. Understanding an industrial buyer’s particular situation at their… Read more »

Multichannel Marketing for Engineers and Technical Professionals

A conversation with Patrick D. Mahoney of IEEE GlobalSpec about how to reach industrial buyers.

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 »

B2B Marketing Automation Basics

So what exactly is marketing automation and why is it a game changer for B2Bs? Let's find out.

Last year, we wrote about the importance of lead nurturing for industrials. As a premise, it makes perfect sense. The industrial buying cycle takes time — often months — and it can be extremely effective to touch base with customers at key moments in the lengthy buying cycle, helping them complete their customer journey by… Read more »

For B2B Sales and Marketing, Defense Does Not Win Championships

In B2B sales and marketing, a good sales team isn’t good enough. You need good marketing to win.

It’s almost football season and there’s an adage any pigskin fan is guaranteed to hear at least once this fall: defense wins championships. It might be true in sports, but when the legendary head coach Paul “Bear” Bryant uttered this phrase some 40-odd years ago, he surely didn’t have B2B sales and marketing in mind…. Read more »