[Podcast] David Meerman Scott: New Rules of Industrial Marketing

David Meerman Scott: Let the best selling author and a premier thought-leader shake up your industrial marketing strategy & create a competitive edge

david-meerman_scott.jpgI had the fortunate opportunity to speak with David Meerman Scott when he was in Kalamazoo a while back.  David is the best-selling author of The New Rules of Marketing & PR and also The New Rules of Sales & Service. David is also a keynote speaker for dozens of events…focused on the changing dynamics of marketing.  More specifically, the changing behavior of your industrial buyer.

While in Kalamazoo, David was kind enough to endorse my e-book ,  The Essential Guide to Industrial Marketing…The Inbound Way.

I then introduced David to my friend, Bruce McDuffee from Manufacturing Marketing Institute. David was kind enough to be interviewed by Bruce for his popular podcasts.

(Who said networking does not work?)

Anyway…if you want to create a competitive advantage in your industrial niche using industrial content marketing, please listen to Bruce and David discuss the New Rules of Sales & Marketing in Manufacturing….plus, find out how NewsJacking works for the B2B manufacturing market.

[Book Review] Vanquish Your Competitors Using Industrial Content Marketing

Need to pump up your industrial content marketing strategy? Want to vanquish your competitors? Pick up Bruce McDuffee’s book, The New Way to Market for Manufacturing.

New-Way-Cover-paperback_200-hiresI recently meet with my friend Bruce McDuffee, a fellow industrial marketing consultant for breakfast at the Content Marketing Institute conference in Cleveland. Bruce and I have talked numerous times on the phone and have produced a couple podcasts together at www.mmmatters.com. Since the first time I stumbled on Bruce’s Manufacturer’s Growth Manifesto , I knew we were fighting the same, rust-belted, demons that hold back dramatic growth in the industrial sector.

Bruce and I are “brothers” when it comes to industrial marketing. Bruce and I read off the same page.  In this case, we read off the same book. Bruce, recently released his book, The New Way to Market for Manufacturing, Innovation That Grows Your Business.

If you want to gain competitive advantage and improve your company’s growth rates, learn how to leverage industrial content marketing to pump up your industrial marketing strategy.

As Bruce says, “This is a gigantic opportunity”.  Put another way, “Your manufacturing company is sitting on a gold mine”, says McDuffee.

I could not agree more. Continue reading “[Book Review] Vanquish Your Competitors Using Industrial Content Marketing”

Industrial Content Marketing is Void…If Not Found

How NOT to do industrial content marketing.

industrial_content_marketing-be_found.jpgThis is a teachable moment.

We recently worked with a $60 million dollar B2B industrial manufacturer. They decided they needed to pump up their brand and their web site and get involved with industrial content marketing to do so.

Without in-house expertise, they assembled the necessary vendors to accomplish their rebranding and lead generation efforts.

The Repp Group offered a complete end-to-end industrial content marketing strategy, including fresh branding, an SEO-friendly website built around a brand theme (Not focused on product, but helpful solutions to the engineering crowd), a steady & consistent stream of content built on a mainstream marketing automation platform.  The pricing and execution were almost identical to a similar industrial customer we currently work with…successfully driving top-of-mind awareness and lead generation.

However, the marketing manager had other ideas.

Continue reading “Industrial Content Marketing is Void…If Not Found”

Industrial Content Marketing is Tough…But Worth It

Industrial content marketing provides a competitive advantage,if done properly. Read Achinta Mitra’s blog post for a dose of reality.

industrial_content_marketing_is_a_struggle.jpgI have done industrial content marketing for 5 years. I know what works and what does not work. I maintain the industrial marketers that start a quality content marketing strategy now, will build a digital moat around their businesses with competitive advantages. Most will need outside help to get there.

However, I believe the rewards will be significant for forward thinking industrial marketers.

But…it is tough. I always want to give my clients’ a dose of reality.

  • Is the owner or C-suite on board with content marketing?
  • If industrial content marketing does work, can they handle the RFQs and leads?
  • Do they really have the resources to mount a content marketing strategy that resonates with buyers?
  • Will they need outside help to get started with a quality effort?
  • Etc, etc….

I know most of the “players” in the industrial content marketing “space” and monitor all their blogs. I noticed this one from Achinta Mitra, a terrific industrial marketing professional in the Houston area.

Continue reading “Industrial Content Marketing is Tough…But Worth It”

Your Industrial Brand Should Be Your “Publisher”

If you are on the road to content marketing for industrial, then allow your brand theme to lead your publishing efforts

for_industrial_branding-pitch_the_dream.jpgThat’s right, your industrial brand should be your “publisher”.

Let me give you an example of what I mean. Maybe the concept will help a few industrial marketers pick up the mantel of content marketing for industrial & run with it for competitive advantage.

I have always considered Harley Davidson to be one the best companies in the world at branding.  Harley sells “The Dream” better than anyone. Just read some the copy on Harley-Davidson’s current website, each associated with one of their fine machines:

Continue reading “Your Industrial Brand Should Be Your “Publisher””

[PODCAST] Marketing Automation for Industrial: Grab a Competitive Edge

Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and explore why marketing automation for industrial can provide a competitive edge.

marketing_automaton_for_industrial.jpgWondering about marketing automation for your industrial company?  Wondering if your industrial marketing strategy needs a shot of adrenalin?

Here are some answers.

Join Tom Repp and Bruce McDuffee from Manufacturing Marketing Institute and hear about the risks and rewards of using marketing automation for industrial.

Key takeaways from this informative podcast:

  • What is marketing automation?
  • Why is it different from Constant Contact?
  • How marketing automation gives industrial marketers’ a competitive advantage?
  • Why understanding content saturation is critical for online dominance
  • Why your buyer’s new behavior demands great content?
  • Who should not use marketing automation?

CLICK HERE for Tom & Bruce’s podcast, An Opportunity for Manufacturers to Gain a Competitive Edge With Marketing Automation

Industrial Content Marketing: Best Way to Improve Industrial Brand

Over the long term…the best way to improve your industrial brand is by using industrial content marketing.

Brand_strategy_on_black_board.jpgWhen I first meet a customer, one of the most common complaints is, “Tom, we just need more awareness. We have a great product/service, but more people need to be aware of what we do”.

Without hesitation, I say, “Industrial content marketing”

Then the classic, “deer in the headlights” look.

After a brief introduction to content or inbound marketing, I share the following example:

We are doing an industrial content marketing project for a large industrial supplier.  After polishing up their brand theme to communicate their unique capabilities, we deployed a new website and a lot of new content such as, blog posts, premium e-books, etc.  More content, such as webinars, podcasts and videos are to come.

Continue reading “Industrial Content Marketing: Best Way to Improve Industrial Brand”

5 Reasons Marketing Automation for Industrial Must be Deployed

Industrial marketers using marketing automation is still rare. Here are 5 reasons to take another look at marketing automation for industrial.

sherlock_holmes.jpgI guess by Malcolm Gladwell’s “10,000 hours of deliberate practice” rule I am a “world-class” industrial internet marketer. Not sure, “world-class” is accurate, but I am confident that I offer more experience than most concerning the best way to leverage the web for industrial branding and lead generation.

Given my knowledge and experience I believe the advent of marketing automation for industrial offers our rust-belted friends a unique opportunity.

The folks that write the checks often ask me, “Tom, name the top business reasons why I should go down the marketing automation road.”

So…after much deliberation and consulting with others knowledgeable about marketing automation for industrial…here you go.

Continue reading “5 Reasons Marketing Automation for Industrial Must be Deployed”

Inbound Marketing for Industrial is Not a One-Trick Pony

Inbound marketing for industrial can be tempting. Do not think it can work in a vacuum. It has to work with traditional channels to be successful

inbound_marketing_is_not_a_one_trick_pony.jpgMany times my business peers accuse me of just promoting content or inbound marketing for an industrial marketing strategy.

I guess that is the hazard of passion.

You bet…I am excited about inbound marketing for industrial, but I have never advocated JUST inbound marketing as the only channel to market.

I am excited about the early adaptors of inbound marketing for my industrial marketing friends. Long term, a coherent inbound marketing strategy can build a significant competitive advantage…or, as I call it, a “digital moat”.

However, inbound marketing alone will not provide sustainable marketing success.

No way…

Continue reading “Inbound Marketing for Industrial is Not a One-Trick Pony”

Industrial Marketers: Time to Outsource Your Content Marketing?

Content marketing for industrial is now common. However, success is allusive for a fresh industrial marketing strategy. Try outside help for relief.

digital_moat_for_industrial_marketing_strategy.jpgYou felt like a real visionary. You remember several stocks in emerging industries and you, almost, bought them at a reasonable price. You quickly calculate what your earnings would be today if you pulled the trigger on that 100-bagger. You think, “I could retire”

“Oh well.”

Again, the creative juices are flowing.  You feel on top of the marketing world because you have put in the due diligence to stay on top of industrial marketing trends. Again, you feel like a visionary. You feel like you are ahead of the crowd. After many late nights “off the clock”, you decide on a marketing automation platform and cobble together a content marketing strategy…in your mind.

You then put together a plan and get a budget approved by your owners. You spruce up your industrial brand, you re-design your website to trumpet your new brand message.  You purchase your marketing automation license and start producing content to deploy on your shining new software platform.

“Boy o boy, is this marketing dashboard cool!”

Continue reading “Industrial Marketers: Time to Outsource Your Content Marketing?”