Posts Tagged: marketing automation

4 Trending B2B Marketing Tactics

What happens when you further mingle content and technology? We're about to find out.
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B2B marketing tactics have constantly evolved to better reflect market behavior. In the past year, businesses have had to reconsider popular marketing practices to keep up with massive changes in the global economy caused by the pandemic. The pandemic has forced businesses to innovate swiftly and persistently to manage the devastating effects the health crisis… Read more »

The ROI of Industrial Marketing

Faced with long buying cycles that make ROI difficult to track? Start with these suggestions.
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The ROI of industrial marketing begins with understanding the difference between data and analytics. It’s great that your company collected 50 leads in the past month, but are they good leads? Where did they come from? The next month, when you have 35 leads, is that a bad thing? The essentials for determining your ROI… Read more »

Busting Common Manufacturer Marketing Myths

As manufacturers take their marketing digital, misconceptions abound. Time to set them right.
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According to a recent survey of over 150 manufacturers by IndustrialSage, the majority of manufacturer marketing dollars are spent on trade shows, in spite of a recent drop in trade show leads by over 50 percent. But while trade shows and word-of-mouth are still highly regarded by manufacturers for marketing their capabilities and services, it… 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 »

Why Marketers Need to Start Thinking About Technical Debt

Remember when you decided to do that project quick and dirty? It might come back to haunt you.
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You might be wondering: Just what is technical debt? Well, ever hear of a “bush fix” or “jury rig”?  These are makeshift repairs or temporary procedures made with materials on hand. Think of using duct tape as a quick fix until you can get a more permanent solution. When applied to web or software development,… Read more »

Why Lead Scoring Is Important for B2Bs (and How You Can Implement It for Your Company)

Do you know a lead's chance of converting? You could if you made it a numbers game.
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“Knowing is not enough; we must apply.” —Leonardo da Vinci What’s it like to work in sales and marketing for a company that doesn’t use lead scoring? Well, imagine watching the World Series with your friends, but with one small change: This year the MLB has decided not to keep score. Each time one team… 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.
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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 »

Web Metrics to Align Industrial Sales and Marketing

For your website to generate quality leads, marketing and sales must be on the same page.
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About ten years ago, we (Industrial Strength Marketing) launched a website for a company that manufactures tube sheets used in balance-of-plant heat exchangers. At the time, we didn’t realize that the company’s URL was just one keystroke away from that of a popular adult-entertainment website. (No, we’re not going to say which one.) Within days,… Read more »