Posts Categorized: Strategy

5 Marketing Automation Mistakes to Avoid

Minding the gap between best intentions and practical applications.

We’ve all seen the stats and heard the grandiose claims. Indeed, marketing automation is much more than a trend or buzzword; it’s a bonafide technology solution and business strategy that will continue to redefine the future of marketing. SiriusDecisions estimates that nearly 50 percent of B2B companies will have purchased and implemented marketing automation by… Read more »

Why Manufacturing Day Needed Responsive Design

Using a responsive website to connect with multiple audiences.

Last year, I worked on a marketing campaign to promote Manufacturing Day, which is an annual occasion in October when manufacturers across the United States open their doors and show people in their communities what modern manufacturing really looks like. This year (2014), Manufacturing Day falls on October 3. One of the key projects for… Read more »

Adaptive vs. Responsive Web Design for B2Bs

Most of the time, responsive is best for B2B. But sometimes adaptive wins.

There are two main strategies for making a website mobile-ready: adaptive design and responsive design. In most cases, a responsive website will the best fit for B2B businesses. But for those who want to create mobile experiences that are significantly different than those provided by standard desktop websites, or for those who have a client… Read more »

Budgeting for a Responsive Website

By spending a little more, you can reach a lot more customers.

Industrial clients often ask us, “Is a responsive website worth the extra development cost?” We remind them their website isn’t just for them, it’s for their customers — and customers often start the buying process on tablets or smartphones. Note: If you’re unfamiliar with responsive web design and how it works, please check out Don’t… Read more »

Lead Nurturing for Industrials: A Perfect Fit

Why lead nurturing and the industrial buying cycle were made for each other.

Recently, there has been a lot of discussion in the B2B marketing world about lead nurturing. The basic idea is to develop communications programs that issue content addressing customers’ informational needs at key moments during their journeys toward making purchases. Essentially, lead nurturing is an evolution of permission-based marketing that rigorously maps out personas and… Read more »

Online Industrial Marketing: Getting Started

Just the basics to get your digital marketing program up and running.

According to the IHS GlobalSpec “2013 Trends in Industrial Marketing” report, 54 percent of industrial marketers spent more on digital marketing in 2013 than they did in 2012. With online industrial marketing typically delivering rapid ROI, better-qualified sales leads, and numerous opportunities for brand exposure, there’s no reason to doubt that this trend will continue… Read more »

6 Reasons for Pro Industrial Content Marketing

Hiring professional content marketers more than pays for itself.

If you’re going to market, you need content. The industrial marketing space is no exception to this now-established rule of marketing, although industrial marketing content seems to be subject to a certain tendency: more often than not, non-marketers create marketing content. At first glance, this inclination is totally understandable. Information in the industrial world is often… Read more »

6 Powerful UX Tools for Industrial Marketers

Use these 6 tools to improve user experience and increase conversions.

We’ve all seen them — websites that cram too much information onto one page without providing a clear hierarchy or structure. When doing UX (user experience) design, you have to make it easy for your audience to find information or they’ll go elsewhere. Your job as an industrial marketer is to organize information in a way… Read more »