Industrial Marketer

Lead scoring for industrial marketers doesn’t need to be complex or mysterious for it to be effective. It needs to account for whatever in your typical buying journey triggers when a prospect transitions from interest to intent.

Account Based Marketing (ABM) is not based on nurturing leads, but on nurturing accounts. It’s about working through the many relationships in the complex industrial buying journey: the decision maker, the end user, the influencer, the CFO, the procurement department, etc. Joey and Nels explain in the latest episode of the Industrial Marketer podcast.

Joey and Nels delve into the seven types of sales collateral industrial marketers need to equip their sales team through a typical industrial sales cycle.

The Industrial Marketer podcast explains how the ability to “cross track” data points helps you harness marketing data and turn it into actionable insights. You might learn that one qualified lead actually was responsible for four unqualified leads and discover what was the original source of their interest.

Industrial distributors should market themselves based on what value they provide to customers and how they differentiate themselves from competitors, not what products they offer. This is essential as digital becomes the dominant sales channel. 

A successful industrial marketing strategy starts with goals and objectives and seeks to answer how those results can be achieved. Key components for executing against your strategy include content, channels and distribution, and tools to measure and analyze the outcomes.

The industrial sector of our economy is unlike any other. So it comes as no surprise that its well defined segments and elongated buying cycles make lead generation a challenge. In this episode, the Industrial Marketer Podcast looks at how to bring an “industrial” lens to a variety of marketing tactics.

In this episode, we talk about five things that every manufacturer can do to improve their lead generation. The costs are minimal but they will involve a commitment of time and, perhaps, education. But there is a lot of value in these activities.

No matter how scant your budget, here are 10 actionable items marketers on the frontliners can take to boost digital marketing for manufacturers.

The reference to the industrial buying cycle is here.

Trends come and go quickly in marketing, but one truism holds: Email is king in B2B marketing. No other tactic comes close to combining the power of distribution, engagement and prospect information gathering.

A couple of interesting stats about B2B email marketing:

• Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
• 86% of business professionals prefer to use email when communicating for business purposes.
• Click-through rates are 47% higher for B2B email campaigns than B2C email campaigns.
• 59% of B2B marketers say email is their most effective channel in terms of revenue generation.