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Industrial marketers understand their buyer’s behavior has changed dramatically in the last few years.  Old sales & marketing methods no longer work as they used to.  This blog is devoted to what does work for industrial marketers on the web.
 - Enjoy, Tom

Is Digital Disruption Facing Your Industrial Marketing Efforts?

08/28/15 - Tom Repp

I recently met with an amazing industrial supplier. This guy was the true Renaissance Man.  He was not only a skilled engineer, but also blessed with many other talents. He not only had technical skills, he had passion for an old-line industry bundled around good people skills…often times, rare for an engineer.

He has used his Renaissance gift to develop game-changing methodologies in an industry that has been doing things the same way for almost 100 years. I saw plenty of evidence of his game-changing products, services and patents on this plant floor and documents from the US Patent Office in his office.

He was also smart enough to know his marketing needed to be disruptive and unique to get this story told.

Tags: inbound marketing for industrial, Industrial Internet Marketing

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For Industrial Content/Inbound Marketing…Forget ROI

08/26/15 - Tom Repp

We recently went to work for several B2B manufacturers using content marketing…or inbound marketing, as some call it. We set realistic expectations and advised our customers not to expect much, in terms of lead generation, from content deployment (e-mail, premium e-books and regular blog posts) for six months.

In each instance, we started with a newly refined brand message that positioned our industrial manufacturers’ “above the fold” from the same ol’, same ol’ “superior service”, “great prices”, “best quality”. Traditional brand statements will never elevate our clients above their competitors in the age of search, social and mobile. As my branding expert friend, Greg Miller at Maxwell+Miller, reminds me, “Those are not points of differentiation, they are points of entry”.

With shiny new brand themes, we deploy some terrific content designed to create top-of-mind awareness and fill the top of the funnel with prospects on their sourcing journey.

Tags: industrial marketing strategy, content marketing for industrial

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Which Marketing Automation Platform is Best for Industrial Marketing

08/03/15 - Tom Repp

Marketing automation is a topic of conversation in almost every marketing brain dump in conference rooms around the world. Industrial marketers have been slow to the trough of marketing automation and lead generation.

Content Marketing Institute’s research tells us things are changing in last March’s report, Manufacturing: B2B Manufacturing Content Marketing   CMI’s research tells us there is rapid adoption, but success is still elusive for industrial marketers.

 

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Want to Revolutionize Your Industrial Marketing? Get Out of Your Building

07/30/15 - Tom Repp

If you know me and read this blog, you know I am big fan of Seth Godin, the “Godfather of modern marketing”. Seth’s principles of permission marketing, (His 3rd and breakthrough book was Permission Marketing) helps, thick-skulled, industrial marketers understand that our marketing should be anticipated and NOT interruptive. This basic theme resonates in almost every marketing brain dump today. And…it should resonate in every B2B industrial marketing department. Not because Seth says so. Not because I say so. Because your prospect says so.

Google has retrained your prospect when it comes to sourcing industrial products. Now you need to retrain your industrial marketing strategy.

What’s the best way to do that?

Tags: industrial marketing strategy

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The 4 Missing Ingredients for Industrial Content Marketing

07/28/15 - Tom Repp

Market statistics tell us more & more industrial marketers are starting to implement content marketing, or inbound marketing, as some call it. According to IHS GlobalSpec Research Report, 61 percent of B2B manufacturers are now using this relatively new marketing tactic. At least, new to many industrial marketers.

However, the same research tells us that only 9% can demonstrate how content marketing contributes to sales ROI.

I believe the following 4 critical elements are missing from industrial marketers’ content marketing strategy and the reason only 9% find an ROI benefit.

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing, industrial content marketing

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Why Understanding Content Saturation is a Bonanza for Industrial Marketers

07/17/15 - Tom Repp

Content saturation is an important digital concept to grasp, especially for industrial marketers. 

First, let’s define “content”…from an industrial marketing standpoint.

Content is any information deployed on the web that explains your industrial products or services and is primarily designed to attract visitors to your website. From my point of view, your industrial content should be 80% helpful & 20% promotional. In the age of search and social media, your content must be helpful or it “sucks”, as the Millennials say. That is what the Millennisals say.  To me, it just makes for good marketing.

So…helpful content could be in the form of:

• A webpage
• A blog post
• An e-mail blast to opt-in subscribers only
• A downloadable product specification sheet
• A downloadable e-book that explains your company’s unique capabilities
• A company LinkedIn page
• A blog post promoted via your LinkedIn industry groups Sometimes with a market reach of a million plus…and, its FREE.
• A tweet from your corporate Twitter page.
• Corporate or product demonstration videos on YouTube
• Online webinars
• Video
• Etc.
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The “Perfect Storm” is Forming for the Industrial Marketer

07/08/15 - Tom Repp

Violent storms that do considerable damage to our property and ourselves force us to think differently about many things. Our lives, our family, our possessions.

So it is with the modern industrial marketer. A “Perfect Storm” has been forming for several years when it comes to industrial marketing. This is nothing new if you read this blog, but possibly a different perspective.

  • First, your buyers have changed their behavior dramatically in just a matter of months. They source without you or your sales group. Your fantastic content must great them at Google’s door with the content they need to move through industrial buyers’ journey; awareness, consideration & decision stage.

  • Second, Google has changed the rules of the road. No need to get technical here, but Google now says you must publish content that demonstrates you company’s expertise. Do not try to throw out crap. If your industrial audience does not find your content engaging and helpful, Google will ignore or penalize you. No BS here. 

Tags: Content Marketing for Industrial Marketers

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Google Analytics or HubSpot for Industrial Marketers?

01/06/15 - Tom Repp

I was asked several weeks ago to do a presentation for a well-known industrial supplier in western Michigan. At Market Pipeline, we had built an SEO-optimized website several years ago. The third-generation industrial supplier had received a generous amount of quality leads from their first online marketing effort. Our customer was happy with the ROI from their web marketing efforts. The website had paid for itself several times over.

When I received the call from our customer, he told me the leads had dried up and he wanted to know why. I said, I would be glad to come in and explain how Google has changed the way they ranked their company's website. Given our position of trust with this customer, it was easy for him to say, "Sure".

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing, hubspot

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[Book Review] David Meerman Scott Delivers a Blow to the Status Quo for Industrial Marketers

12/01/14 - Tom Repp

Not news to anybody, but I recently became so fed up with Comcast's service (It truly is unbelievable how bad it is) I switched to another provider.

Comcast is the classic antithesis of David Meerman Scott's The New Rules of Sales & Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business. It appears to me Comcast is still defending the sales & service status quo and they are paying the price. Because I recently read Scott's book, I could not help but think about my recent, blood-pressure raising, Comcast experience.

For those of you that regularly read my blog you know I disdain the status quo and I am always looking for ways to shake up the status quo in industrial marketing. Many industrial marketers love to defend the status quo, much like Comcast.

Well...maybe not that bad.

When meeting with my customers I often get questions such as, "How in the heck can I keep up with all the changes in the web?"; "It seems like Google changes their algorithm daily. How can I keep up my PageRank?" Or..."How can I, confidently, adjust my marketing strategy to combat all the disruption?"

Currently your biggest enemy for success in industrial marketing is your attitude towards your own status quo.

Tags: Content Marketing, industrial marketing strategy, David Meerman Scott

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How Can Your Industrial Marketing Strategy Keep Up with Google?

10/21/14 - Tom Repp

I often get the question from my customers and prospects I work with, "How in the hell can my web marketing strategy keep up with all the disruptive things that Google is doing?"

My typical answer is, "Focus on your brand and content marketing...and don't worry about Google".

The typical response is a baffled facial expression.

Allow me to explain. Stay with me on this.

More than a year ago, I started to focus on Google's Authorship program. This program allows content to be ranked by the authority of the author. As a regular blogger, I felt it was important to understand how Google's Authorship program worked for me, as well as my clients.

Then in September Google pulled the plug on all the hard work, study and research I did to comply with Google's "wishes". Google cancelled their Authorship program.

Talk about an 800 lb. gorilla. Talk about pissed off.

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing

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My Favorite Books with Reviews