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Industrial B2B Marketing Blog

New Gen B2B Marketing - What a business needs to know to market today.

Last Build Date: Mon, 02 Apr 2018 16:56:19 +0000


Why Do Energy Companies Need Digital Marketing?

Sun, 01 Apr 2018 16:00:44 +0000

The energy industry is known for adopting new technologies and constantly evolving to be more efficient and productive. In keeping with this theme, those in the energy industry have been actively adapting to the online world.

According to a recent study done by Bain and Company, “B2B buyers now perform more than two-thirds of their decision-making research online – without speaking to anyone in the sales department.” Your customers are doing 2/3 of their decision-making research about your company online before they reach out.

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What do energy companies need to do to be found online?

Be Mobile

As mobile devices become more and more powerful, more people are using them to do their decision making research. 20-60% of online searches in the industrial market are being done on mobile devices, including smartphones and tablets. Tablets are being used more and more, as it is more convenient for engineers and field staff when not in the office. Because

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Our Top 7 Tips on Making Trade Shows Work

Thu, 01 Mar 2018 20:28:43 +0000

If you’ve been to a trade show of any kind, you’ve seen those booths that always have a crowd in front, and everyone was talking about them. Yet the booth next door contained a lone salesperson sitting behind a table with no one to talk to. At the end of the show, which company do you think generated more business?

In order to make trade shows worth exhibiting at, you need more than a booth. You need a strategy, some savvy marketing, and a dynamic onsite presence. Here are our top tips on how to make this happen.

1. Develop a strategy for each trade show

In order to determine if you have a successful tradeshow, you need to have clearly defined goals for and expectations of the event. There are a variety of reasons a company might exhibit at a trade show – to gain brand awareness in a specific niche, to generate sales leads, to find new hires, or to use the show as a platform to build existing customer relationships through setting up meetings at shows throughout the country.

If you’re participating in several shows, you may have a different strategy for each show depending on each show’s audience. What you do before, at, and after each show will stem from the goals set. If you’re looking for new clients, look for avenues to promote your booth and

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The post Our Top 7 Tips on Making Trade Shows Work appeared first on Industrial B2B Marketing Blog.

Using LinkedIn for Sales Prospecting

Thu, 01 Feb 2018 15:30:34 +0000

“Are you on LinkedIn?” This is a question we often hear at trade shows, networking events, and even business meetings. But it’s more than just a networking tool – LinkedIn offers the potential to improve your sales prospecting process. As with any tool, though, the real question is not “what does it do” but “how do I make it work for me”. Let’s dig into that.

1. Connect and Engage

The first thing we recommend anyone starting to use LinkedIn for prospecting do is review your contacts – are they mostly friends from school, family, or business contacts?

When you connect to someone on LinkedIn you unlock second and third level connections to the people they’re connected to, exponentially expanding your reach. To scale up your efforts, make sure to connect with anyone you meet in person, at a trade show, or online while you’re still fresh in their mind.

2. Understand your prospects better

Before reaching out to your prospects, look their profiles up on LinkedIn. Read through their profile to get a feeling for what drives them. Look at what kind of language they use to describe themselves and their position, what kind of articles they read and engage with. Use this insight to help craft better sa

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The post Using LinkedIn for Sales Prospecting appeared first on Industrial B2B Marketing Blog.

7 Tips For Better Sales Follow Up Emails

Mon, 15 Jan 2018 18:01:29 +0000

We’ve all received annoying, repetitive and redundant sales emails about things we’re not even interested in. Our least favorite are the “I’m emailing you since you didn’t respond to my first email” emails, the “just following up” emails, and emails that are so generic they could be trying to sell almost anything.

But don’t lose hope – your sales emails don’t have to fall into that trap. They can be interesting, engaging, and get people to respond. One of the keys is to not give up after the first email.

Yesware reviewed over 500,000 sales emails and found that only 19% of salespeople send more than one email. But 70% of the time you need to send more than one email to get a response . That’s a lot of missed opportunity!

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What types of content marketing work best for B2B?

Mon, 01 Jan 2018 15:00:09 +0000

I’m sure you’ve already heard a lot of corroborating evidence – engineers and technical professionals today rely heavily on content to inform their purchasing decisions.

92% of engineers surveyed said they were more likely to do business with a company that regularly produces new and current content. (IEEE GlobalSpec, 2017)

Having a collection of content available on your website that can appeal and educate your prospects can be difficult to start. It’s hard to decide from the myriad of options. Should your content be educational? Informative? Guides? How-to articles? Discussions on the state of the industry today?

We’ve found that you don’t need a lot of content marketing to be successful in niche industrial markets, but you do need the right type of content. Today we’re digging into some thoughts around creating and distributing content for the industrial market.

Which Types of Content?

Case studies are the number one resource to create to help reach your technical audience. IEEE GlobalSpec’s survey of 890 engineering professionals showed it as the highest r

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The post What types of content marketing work best for B2B? appeared first on Industrial B2B Marketing Blog.

5 Steps To Strategic Thinking For Marketing

Fri, 15 Dec 2017 20:34:10 +0000

“Be strategic, develop a strategy, think more strategically.” Marketing professionals are constantly being told to develop your strategy and to have all your marketing efforts cohesively follow this strategy.

However, in conversations we’ve had at tradeshows and panel discussions, we often hear people say that they don’t need to be reminded how important it is to have a strategy. Rather, they would like some tools and guidelines on how to actually develop a strategy and what that would look like, specifically for an industrial B2B company.

Because, let’s face it, continually hearing that you should eat healthily doesn’t teach you how to like vegetables. In the same way, knowing that you need a marketing strategy is not the same thing as having said strategy. But the good news is that we can help give you some tangible things to think about when developing a strategy so you can know what exactly you need to get started.

1. Focus on the Long Term

This is what separates strategy from regular marketing efforts. It can be hard to imagine stepping back and looking at the long-term when the short-term takes up all of your energy. But, as wi

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Will People Download My Files If I Put Them Behind A Form?

Fri, 01 Dec 2017 18:53:18 +0000

At every trade show and networking event, you hand out your business cards, including a link to your website. All of your print and digital advertising sends people to that same website.

You’re spending time and money marketing yourself and the company. Yet for every 100 visitors that actually visit your website, only 2-3 of them are picking up the phone, sending an email or reaching out in any form to talk business.

Which means you’re missing the other 97% who have shown interest in what you do. Wouldn’t you want to find out who they are?

What is content gating?

Technically, content gating is asking for contact information in exchange for access to content or data – usually by email/form capture.

By applying content gating to what’s already on your website, you’ll know who many of your website visitors are – a huge advantage for both the marketing team in knowing who is coming from your marketing efforts and your sales team, who will know which prospects are interested in specific products or services.

How many leads can content gating identify for industrial companies?

We wanted to know the

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The post Will People Download My Files If I Put Them Behind A Form? appeared first on Industrial B2B Marketing Blog.

How To Up Your Company’s LinkedIn Game (plus outstanding examples)

Wed, 01 Nov 2017 22:26:46 +0000

The business world has been buzzing for years about the role social media should play in effective marketing strategies. However, some industrial businesses are likely still scratching their heads trying to figure out what all the excitement is about.

While platforms such as Twitter, Facebook, and Instagram might be valuable for certain industrial companies, in many cases, the audiences they are looking to connect with simply aren’t active on them.

LinkedIn is a different story. As the professional network, many business folks are active on the platform. More importantly, use of the platform often crosses over with businesses needs, meaning professionals such as engineers, purchasers, and those in management positions regularly log in to LinkedIn during business hours.

This makes it a powerful platform for industrial marketing and it is important for industrial businesses to ensure they have an effective LinkedIn presence.

But what exactly does that look like for an industrial company?

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Email Deliverability: It’s Your Reputation At Stake

Sun, 15 Oct 2017 21:51:22 +0000

With most things in life, your reputation is important. When it comes to sending emails for industrial sales and marketing purposes, it’s no different.

A bad sender reputation can be the difference between your email messages appearing at the top of your intended recipient’s inbox, in the spam folder – or worse, not being delivered at all.

In order to prevent unsolicited spam emails from clogging our inboxes, email service providers, in accordance with email laws such as CAN-SPAM (United States) and CASL (Canada), pay close attention to the sending habits of businesses and organizations using email to promote their products and services.

Industrial companies need to be sure they are emailing responsibly, or risk damaging their reputation to the point where their emails are no longer delivered to their intended recipients. Or only received in the Spam folder.

So how can industrial businesses maintain a good sender reputation and avoid having their domain blacklisted (unable to send mass email)? We’ve put together some important advice to follow:



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How to Succeed at Modern Industrial Trade Shows

Tue, 08 Aug 2017 21:50:54 +0000

Are industrial trade shows still a worthwhile investment for manufacturers and service providers?

It’s an important question to ask. As buyers in the manufacturing, oil & gas, and distribution sectors continue to trust online channels for the products and services they need, what role do industrial trade shows play in the modern industrial sales cycle?

We kept this question in the back of our minds during our time at the annual Global Petroleum Show as we spoke to manufacturers and service providers in the energy sector to learn about the role of trade shows for their business and some of their keys to success.

So, our verdict, are trade shows still a worthwhile investment? Yes, if done correctly.

Correctly, in this case, means recognizing that trade shows have changed.

Buyers conduct research online prior to industrial trade shows and generally know which businesses they want to speak with before attending.

Showing up and expecting sales to be like shooting fis

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