Don’t forget the significant advantages marketing automation can provide your industrial brand strategy
Obviously many industries are going through digital disruption. Are your industrial marketing efforts being disrupted at the same time?
Do your industrial content/inbound marketing efforts lack closed deals and ROI? In the age of search, mobile & social, you need to look at the ROI equation differently
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.
Continue reading “For Industrial Content/Inbound Marketing…Forget ROI”
Is marketing automation right for the industrial marketer. Here are a couple views of marketing automation and benefits industrial marketers will find