4 Signs You’re Not Ready for Strategic Marketing

For any business to realize marketing's true potential, it needs to do some prep work.

The everyday dialogue between an industrial marketing agency and most of its clients tends to emphasize campaign performance, lead quality, and ROI — rather than bigger-picture strategic marketing questions. Rarely do we get to ask, “What is the current and future role of marketing in your business?” Needless to say, when this question is actually asked, the… 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.

“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 »

Industrial University, Part 2

How will today's technology affect industry? Look for answers in the familiar dynamics of the past.

In our first installment of Industrial University (IU), Industrial Strength Marketing Founder and CEO James Soto took us back to the industrial world’s origins with the Industrial Revolution. For IU Part 2, he takes a closer look at a dynamic that feels a little more contemporary: the role of technology in industrial development. As the… Read more »

Don’t Go Chasing Waterfalls: Applying Scrum to B2B Web Development

To build a complex website, you need a flexible process. Ready to lock arms and do this together?

Say you have a particularly complex B2B web development project. How will you approach it? This is an important question to ask because any B2B website really needs to be done right. B2B websites consistently play pivotal roles in purchasing and decision-making processes. Current and potential customers are constantly being funneled to websites through channels such as social media,… Read more »

Why B2B Marketers Should Focus on Inbound Calls

Do you really want leads that convert? Try something a little old fashioned: the telephone.

In the brave new world of B2B digital marketing, the idea of focusing on inbound calls may seem antiquated. Not only do phone calls seem to make use of outdated technology (the phone sounds so twentieth century), but the idea of maintaining a call center to receive inbound calls seems like a relic of the… Read more »

There’s No Such Thing as a Microsite

That is, there is no “tiny website." The term "microsite" refers to a site's focus and function.

It’s a common misperception that the “micro” in microsite is related to the size of a site or the effort it took to build it. “Micro” actually refers to the focus of a website. A microsite, in other words, is about a very specific topic. Don’t let executives, clients, stakeholders, or dumb developers tell you… Read more »

Our Favorite PPC Tools

Feel like you aren't getting your money's worth with digital advertising? These tools can help.

Of all the marketing channels available to your business, pay-per-click advertising (PPC) can easily seem like the most technical and confusing, which is why it really helps to have some good PPC tools at your disposal for managing these sorts of campaigns. Without a good platform operated by staff trained in digital media, PPC can… Read more »

Proposal Software That Will Improve Your Sales Process

A comparison of the latest technology products to make your proposals a breeze (and better!).

In the industrial sales process, there are two critical components to writing a winning proposal: knowing how to structure it and then using the right proposal software. I hate to tell you, Microsoft lovers, but opening Word and creating a file on your desktop no longer cuts it. In the first post in this two-part… Read more »