The Repp Group Blog- web-based strategies to increase sales leads for industrial companies
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[Podcast] HUGE B2B Lead Generation Opportunity for Mfgs

11/19/15 - Tom Repp

Bruce McDuffee and I did our first podcast at Manufacturing Marketing Institute. Our topic was content saturation and how the lack of good content from your industrial competitors creates a huge opportunity for B2B lead generation for savvy industrial marketers.

Key takeaways from this podcast:

  • A fresh way to look at your industrial marketing strategy
  • Content marketing or inbound marketing works, but it is hard and it is worth getting some outside help.
  • Take advantage of the huge opportunity by embracing modern marketing strategy & tactics, SEO, content marketing and marketing automation.
  • A particular focus on the concept of content saturation and how to use Google’s commands to research your competitors’

CLICK HERE to enjoy The Huge Opportunity for Manufacturing Companies

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation, Inbound Marketing, content saturation


8 Clues Your Industrial Marketing Strategy is Obsolete

11/18/15 - Tom Repp
  1. There is no buy-in from the boss.

Clearly, inbound marketing is becoming mainstream for industrial marketers.

In the last couple of years, I have started two inbound marketing projects from major industrial companies that initially bought into the idea of content marketing or inbound marketing.  I could sense a natural reluctance from these two baby-boomers.  One owner even told me he did not expect this marketing effort to work.  I then ask him why he was moving forward, his response was, “I hear this is thing to do”. 

I learned my lesson.  I should have stopped him from writing the check right there.

In both cases, the projects were going well.  That is, the web sites received a fresh look, the web traffic was up by over 300%, in both cases the web forms were gathering leads and product quotes. I was thrilled at the progress.

Then the owners lost interest and went on to the next shining object. After only 6 months. Sound familiar? Need I say more?

Contrast those cases with a committed, long-term vision, of extending their industrial brand theme using inbound marketing for top-of-mind awareness and lead generation.

Night and day.  Failure and success.

I prefer success.

Tags: Content Marketing, B2B Lead Generation, Inbound Marketing, industrial marketing stratey


[Infographic] For Industrial Marketers & Bloggers: How Do You Compare?

11/12/15 - Tom Repp

If I have said it once, I have said it a hundred times.  Hands down, creating a helpful industry blog is the best way to drive traffic to your web site, extend your industrial brand and create top-of-mind awareness.  And...a first step in your content marketing strategy. 

I write often about examples of industrial marketers using blogs for lead generation and brand extension.

Anyway…I thought it would interesting for my industrial blogging friends to see how your blogging efforts compare to other business bloggers.  You are blogging aren’t you for B2B lead generation?

Hats off to our friends at copyblogger.  Take a look at some great research on business blogging. Click the read more button below. 

Tags: industrial marketing strategy, B2B Lead Generation, industrial blogging


[Infographic] Four Steps to Online Dominance for Industrial Marketers

11/11/15 - Tom Repp

It takes four steps to get a home run in baseball; first base, second, third & home plate. 

Imagine hitting a home run for your industrial marketing strategy.

Imagine only four steps to creating an online presence that dominants your industrial niche. Imagine...every time a prospect types in your businesses’ critical keywords they land on your blog, a white paper, or a very cool premium e-book.  Or…maybe they land on a recent interview you did with an industry expert explaining how your engineers solved an age-old industry challenge. Imagine the B2B lead generation for your business.

Tags: Content Marketing, industrial marketing strategy, B2B Lead Generation, content saturation


Use Content Saturation to Own Your Industrial Niche

11/04/15 - Tom Repp

Just imagine owning your online industrial niche.

I wrote a blog post this past July, briefly, expounding on content saturation and what a bonanza it is for industrial marketers. The blog post was well received, particularly by other industrial marketers.

I still believe it is an unbelievable opportunity for most industrial marketers. Allow me to expound a little more about content saturation. Maybe…I will convince a few more, perceptive, B2B industrial marketers.

First, let me define content saturation for all the late comers. Go to the first couple of paragraphs of July’s blog post to understand content saturation.

As an example of low saturation, allow me to give you a little “inside baseball” stuff. (Sorry…one of my favorite metaphors… since the Royals just beat up my Tigers this year and won the World Series this past Sunday)

Tags: Content Marketing, B2B Lead Generation, industrial marketing stratey


Digital Media for the Industrial Marketer: From IHSEngineering360

11/03/15 - Tom Repp

I had a meeting this morning with a very progressive industrial marketer.  We were developing a focused content marketing strategy built on the HubSpot marketing automation platform.  What a pleasure to work with such a forward thinking marketer.

Then I came back to my office and the latest report from IHSEngineering360 (formerly GlobalSpec) was in my inbox.  These guys do some of the best research in the industrial sector and I always read their content and save their reports for later reference.

Here are a few highlights:

  • You must connect with potential customers early in their buy cycle in order to be a contender later when they are ready to make a purchase decision.
  • You must be found in the early stages of the buy cycle to be on the buyer’s short list.
  • As in-person tradeshows continue to experience decline, webinars have filled the void for interaction between technical professionals and vendors.
  • Digital publications, which fit neatly with engineers’ online work behavior, trump printed trade magazines as an information resource across all age groups.
  • While you may not drive sales directly through social media, you can distribute your content, build brand awareness and help to establish a thought leadership position—as well as interact with a new generation of technical professionals.

Based on my own knowledge, my own instincts and data from HIS Engineering360, I predict our progressive marketer I met with this morning will own his online niche in a couple years…with resulting sales results.

Read IHSEngineering360’s most recent report, 2015 Digital Media Use in the Industrial Sector and then let me know what you think?

Does your industrial marketing strategy match what others are thinking in the market?

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Tags: industrial marketing strategy


How to Pump Up Your Industrial Brand

10/29/15 - Tom Repp


Have you ever really thought about your industrial brand? I have.

Just yesterday, I reviewed nine boring industrial websites. We are doing an inbound marketing project for a local industrial supplier.  A critical component of an effective inbound marketing initiative is monitoring the online competition. (Once we start these projects, it is so much fun to watch them squirm.)

Talk about boring. Even the websites that were graphically superior, were boring.  All of them said, “Here, we provide these products…you want to buy some?”

Tags: industrial marketing strategy, Industrial branding


Can Marketing Automation Provide ROI for Industrial Marketers?

10/22/15 - Tom Repp

Stay with me on this short blog post. There is big payoff at the end for your industrial marketing strategy.

Marketing automation for industrial comes with a healthy dose of skepticism. John Wanamaker, considered the “pioneer in marketing”, long ago said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” It is not surprising industrial marketers’ are skeptical of marketing automation and its benefits. They want sales.  They want ROI. They want it now.

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


[Infographic] 5 Steps to Industrial Marketing Success

10/14/15 - Tom Repp

Industrial marketers are always looking for a competitive advantage over their compeitors. 

These 5 STEPS take months for executive buy-in, execution and success. But I can assure you, given the pace of innovation and adaption of content marketing (some call it inbound marketing)  for the industrial market you will be way ahead of your competitors

As David Meerman Scott, best-selling author of The New Rules of Marketing & PR and also The New Rules of Sales & Service, says:

"I'm absolutely convinced that you will learn more by emulating successful ideas from outside your industry than by copying what your nearest competitor is doing. Remember, the best thing about new rules is that your competitors probably don't know about them yet". 

David is convinced and so am I, this will be the industrial marketing strategy of the near future. Here is an INFOGRAPHIC that breaks down the 5 STEPS for online success and beating your competitors to the best online prospects.  

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing


Is Growth Hacking Part of Your Industrial Marketing Strategy?

10/09/15 - Tom Repp

For most industrial marketers the term “growth hacking” is probably foreign. Let’s turn to Wikipedia for a quick definition of growth hacking.

“Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. It can be seen as part of the online marketing ecosystem, as in many cases growth hackers are using techniques such as search engine optimization, website analytics, content marketing and A/B testing. Growth hackers focus on low-cost and innovative alternatives to traditional marketing, e.g. utilizing social media and viral marketing instead of buying advertising through more traditional media.”

Tags: B2B Lead Generation, industrial marketing stratey



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