success with digital marketing - a roadmap for manufacturers and industrial marketers
TRANSCRIPT
Success with Digital Marketing - a Road Map for Manufacturers
ENGINEERING.com & Tiecas Inc. present a special webinar
John HayesCEO, ENGINEERING.com
Achinta MitraPresident, Tiecas, Inc.
Agenda
In this webinar, you will learn:1. What other manufacturing marketers are doing2. Why digital marketing3. A roadmap for going digital4. Why marketing to engineers is a big challenge5. How to make a business case for industrial digital
marketing6. How to win the engineer’s mindshare
Manufacturer’s marketing goals in 2015
Generating Sales Pipeline
Generating Marketing Qualified Leads
Adding prospects to the top of the funnel
Branding / awareness
0% 10% 20% 30% 40%
What are your top marketing goals of 2015?
ManufacturersOther B2B engineering marketers
Manufacturer’s marketing budgets • Manufacturing marketing campaigns are still rooted heavily in
trade shows and print
Engineers and other industrial professionals are moving online
Trade shows
Technical conferences
Print publications
Online resources (e.g., websites, search engines, video, etc.)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
How valuable are the following sources when seek-ing information on the latest engineering techno-
logies, industry trends, and products?
Valuable
Less valuable
I'm not sure
A roadmap to digital marketing
Another way to look at it
Step one – your web site• Descriptive, search engine friendly
• Has the technical details
• Has a way to convert – not just “call us for a quote”
– There is an assumption that when leads come on your site, they are
ready to make a purchase or learn about product details
• Transparent so that engineers can engage
Website
Step two – Conversion content on your site
• Case studies
• Comparisons of your product to competitors
• Specification tools
• Catalog with pricing
Website Conversion content
Step Three – Search marketing
• Keywords, SEO your site
• Google adsense – introduction to lead gen
• Consider directory sites if the price is right
Website Conversion content
Search marketing
Step four – capturing engineers at earlier stages of their decision process • Capturing users who are still in consideration/awareness phase
in their buying journey
– Blog in text or video
– Social media
– White papers and lead gen campaigns
– Emails
– Banners from industry publications
– WebinarsWebsite Conversion
contentSearch
marketingBranding
and awareness
Measuring the ROI of your digital marketing spending
Awareness to visits to conversionsCalculate lifetime value of a customer $20,000Lead to customer ratio 10%Value of a lead $ 2,000Contacts to lead ratio 10%Value of a contact $ 200
Cost to acquire contact throughContent $100Emails $150Social $250
Test and improve
• Test everything, including banner ads, email subject lines, etc.
How to reach me:
John HayesPresident, ENGINEERING.comTwitter: @Jackhayes www.engineering.com Blog: Digital Marketing for Engineers
Summary of My Presentation
Achinta Mitra@Achintamitra
www.tiecas.comBlog: Industrial
Marketing Today
• Marketing to Engineers is a Big Challenge• Making a Business Case for Industrial Digital Marketing• Post and Pray is not an effective digital marketing strategy• Technology Alone Won’t Solve ALL Your Lead Gen Problems• Build Your Industrial Marketing Roadmap First• Winning the Engineer’s Mindshare• Working with Technical SMEs• Discovery Optimization vs. Conversion Optimization
Marketing to Engineersis a Big Challenge
Age Differences Will Influence Your Digital Marketing Strategy
Engineers are Time Challenged.
Trade Shows vs Online Events
Making a Business Case forIndustrial Digital Marketing
It’s Time to Shift Gears
• Mainly invisible customers• Save time and money• Build equity vs. pay rent
• Create strong relationships based on trust
• Control over the sales process has shifted
Today’s industrial buyers are in self-serve and self-select mode. They don’t need or want to talk to your sales people to get product information.
The Invisible Buyer
Digital Marketing Costs Money
Digital Marketing Builds Equity
Industrial Content Marketing Builds Stronger Relationships Based on Trust
The Blended Approach
“Buyer Beware” has been turned on its head to “Seller Beware.”
“Treat your website as if you were hiring a six-figure salesperson.”
Linda Rigano,Director of Strategic Alliances at ThomasNet
Cost per Lead fromContent Marketing
Source: Kapost & Eloqua Research Study
Post and Pray is Not an Effective Digital Marketing Strategy
Strategy Before Content
Technology Alone Won’t Solve ALL Your Lead Gen
Problems
Build Your Industrial Marketing Road Map First
• Strategy• Audience• Content• Website• MQL vs. SQL• Analytics• Integration
Build Your Industrial Marketing Road Map First
• MQL vs. SQL
Build Your Industrial Marketing Road Map First
• Analytics• Integration
Winning the Engineer’s Mindsharewith Industrial Blogging
What’s on the Mind of the Engineer
• Solving problems that haven’t been solved before – this solution orientation pervades everything an engineer thinks or does
• The #1 concern among all engineers regardless of their experience is keeping their skills current and their technology knowledge up
to date• Engineers are eager consumers of information regardless of level
of experience because of this need to stay current• Engineers communicate with and trust other engineers. Marketing
must leverage this collaborative ethos without wasting the engineer’s valuable time with content noise
Success Story of Industrial Blogging
Jim CahillEmerson Process Experts Blog
Connecting with the People behind the Technologies and Expertise
www.emersonprocessxperts.comBlogging since 2006 mainly about
Process AutomationNamed BtoB magazine’s Best
Corporate Blog for 2010.
My Experiences Workingwith Client SMEs
• Identify a core group of SMEs
• Editorial calendar• SME Interviews• Ruthless editor• Become an SEO
expert• Add a touch of
humor
My Experiences Workingwith Client SMEs
• Ruthless editor• Become an SEO expert• Add a touch of humor
Humor in Industrial Content
Discovery Optimization vs.Conversion Optimization
My Contact InfoAchinta Mitra,
Founder/President of Tiecas, Inc.@Achintamitra
https://www.linkedin.com/in/achintamitrawww.tiecas.com
Blog: industrialmarketingtoday.com