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

How Many Industrial Marketers Use YouTube in Their Strategy?

10/05/15 - Tom Repp

Fact: 67% of millennials agree that they can find a YouTube video on anything they want to learn- Google Consumer Survey, April 2015, U.S. online population aged 18-34.

Not really a shocker, because I’m quite sure anybody reading this has gone to YouTube to find out how to stain your deck, how to install a sprinkler system, how to write a blog, how to preform CPR…and the list goes on.

Although I have no statistics, I would also wager that industrial marketers (especially industrial suppliers) probably have more sales content tucked away on those lateral files than just about any industry in the country.

Are you getting my drift?

Tags: industrial marketing strategy, Inbound Marketing, Industrial branding


2 Guys & a Blog-An Example of Progressive Industrial Marketing

10/02/15 - Tom Repp

Through my industrial blogging efforts, I meet Jason Zenger from Zenger’s Industrial Supply. Jason apparently noticed one of my blog posts via one of the LinkedIn Groups I participate in, mostly related to industrial internet marketing. Jason called me unexpectedly and wanted to meet at his business in the Chicago area.

Note…the power of an industrial marketing blog.

Long story, short; Jason collaborated with a good customer, Jim Carr, owner of CARR Machine & Tool and started a blog and podcast titled Making Chips 

I became reacquainted with Jason when I listened to his podcast episode about industrial marketing, Marketing tactics you should STOP right now!

Tags: industrial marketing strategy, industrial marketing blog


A Modest Proposal: Fire Your Salesman & Hire an Inbound Marketer

10/01/15 - Tom Repp

That’s right.  Stay with me on this.

Your typical, quality, industrial sales professional makes around $100,000 per year. Round numbers. I am sure you have factored in vacation time, sick time, training expenses, golf outings, technology equipment, etc.  Right? 

At the same time, you are watching your sales expenses go up. You are also a little queasy about what you hear on the street & read on the web; “Cold calling is dead”,  “Nobody likes interruptive marketing”,  “The trade shows don’t seem to pull in the leads they used to”, “Your buyer is 70% through the buying process before they even talk to a salesperson”.  Reading data from surveys like GlobalSpec’s 2014 Trends in Industrial Marketing confirms your gut feelings.

The disruption continues.

Tags: industrial marketing strategy, inbound marketing for industrial


Is Your Industrial Marketing Missing Double Digit Growth?

09/30/15 - Tom Repp

Back in the old days, January 2014, I promoted a SlideShare by Bruce McDuffee and said in that blog post, a “top-level strategy and critical changes CEO’s need to make right now.”

I believe the changes Bruce recommends are more urgent than ever. 

This past August, Bruce updated his brilliant presentation.  

Whether you call it knowledge marketing, content marketing or inbound markeing....I would recommend every industrial marketer, manufacturer or industrial supplier take Bruce’s, sage, advice. Industrial marketing needs to change. 

As 'ol Albert used to say, “Insanity is defined as doing the same thing over and over again and expecting different results.”

Tags: Content Marketing, industrial marketing strategy, Inbound Marketing


Using HubSpot [Marketing Automation] vs.Traditional Industrial Marketing?

09/28/15 - Tom Repp

Now…here is the big question for owners and marketers of industrial products.

In the last 3 years, in your personal and professional life, have you ever purchased anything without first checking in with Google? The answer is probably, “Of course, I always check with Google before I make a purchase.”

Then, why doesn’t your sales and marketing content (blogs, emails, spec sheets, how-to’s, ebooks, etc.) greet your prospects and customers when they look for your company's products in Google & other search engines? 

I know the answer. 

Tags: industrial marketing strategy, Inbound Marketing, marketing automation


The Costs of SEO & Content Marketing for the Industrial Marketer

09/24/15 - Tom Repp

Nobody knows better than me the cost of a website and good search engine optimization (SEO)  I founded Market Pipeline with my partner to address a critical need in the marketing departments of mid-size B2B manufacturers and industrial suppliers.

Market Pipeline jumped in early to the search engine optimization (SEO) game. We built many websites and optimized them with customers’ critical keywords. We heard kudos from many customers saying things like, “You have done more to help our marketing than any other effort in the history of our company.”  Kudos to the web also.

Boy, did we think we were hot stuff. 

Tags: Content Marketing, industrial marketing strategy, Industrial branding


Content Marketing Requires Failure for the Industrial Marketer

09/22/15 - Tom Repp

While eating my traditional oatmeal and downing my 2nd cup of coffee, I noticed Fran Tarkenton speaking about his new book, The Power of Failure-Succeeding in the Age of Innovation on Fox News this morning. 

I still have fresh memories of Tarkenton scrabbling from would be tacklers.  Nobody has ever scrambled out of the pocket like Fran Tarkenton. As we watched the Sunday NFL game together, my Father use to say, "Son, if you can learn to scramble like that in business, you will never have a problem."

I'm still learning.

I also have wonderful memories of a presentation I attended where Fran spoke about the power of failure over 15 years ago. I still have notes from that presentation, as it was one of my favorites.

Yes, we all have failures. Fran has always believed, according to my notes, we need to be more open about our failures, particularly as the pace of innovation accelerates.

Most of us fear failure, disown it, deny it, or simply try to ignore it. What we should be doing is talking about it, exploring it, embracing it, and squeezing out of it every priceless insight it offers.”

Tags: Content Marketing, industrial marketing strategy


Is HubSpot the Gold Standard for Connecting Your Content Marketing Assets?

09/17/15 - Tom Repp

Content marketing will soon become the standard for your industrial marketing strategy.

Three huge hurdles await the bold & brave.

  • There must be buy-in from the owner/CEO. If the folks at the top do not understand content marketing and are not fully behind this effort, it will fail. Do not doubt me.  
  • Most mid-size industrial companies lack the creative copywriting skills. If you throw crappy content on the web…it will not resonate. It will not work. Google knows if your prospects and customers consume your content, so create high quality, helpful content.  
  • If you get the first two right, you need to manage your content assets with a marketing automation platform.  Go ahead and try to cobble together a marketing platform using all the free stuff on the web to manage your email marketing, your blog publishing, social media monitoring, etc., etc.  Knock yourself out. 

On the other hand, if you are a smart industrial marketer, and want to do content marketing well, you will invest in marketing automation. There are a lot out there and I have written extensively about them:

Which Marketing Automation Platform is Best for Industrial Marketing 

Google Analytics or HubSpot for Industrial Marketers? 

Is Marketing Automation Worth It?...9 Business Reasons Why Industrial Marketers Must Embrace It. 

Tags: industrial marketing strategy, marketing automation


3 Blogs Show You How to Extend Your Industrial Brand

09/14/15 - Tom Repp

Your industrial marketing strategy is replete with tons of new digital options and opportunities. It truly makes your head spin.

To extend your brand strategy, first start with your industrial blog. 

Way, way back in 2013 I wrote a blog post about Indium Corporation  and how they leverage their blog to promote their brand. At the time their primary brand theme was, “From One Engineer to Another”. What better way to connect with your prospects and truly deliver on the brand message than blogging and engaging with your engineering customer base. I personally talked to Anita Brown, Marketing Communications Manager, at Indium to validate the positive results I had heard and read.


FREE Download: The Essentials of Industrial Marketing, The Inbound Way

09/10/15 - Tom Repp

Of course, many traditional channels still work for industrial marketing. But new channels are emerging that traditional industrial marketers cannot afford to ignore

Human nature and common sense tells us if we are to make big changes, we should start small. We should also ensure we have some quick wins to validate our altered behavior.

Download: The Essential Guide to Industrial Marketing…The Inbound Way to get started on the right foot. Integrate many of your traditional marketing efforts with more effective digital channels.

The inbound channels.


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DOWNLOAD NOW:  The Essential Guide to Industrial Marketing...The Inbound Way



My Favorite Books with Reviews