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

Google Analytics or HubSpot for Industrial Marketers?

google analytics versus hubspot analytics

I was asked several weeks ago to do a presentation for a well-known industrial supplier in western Michigan. At Market Pipeline, we had built an SEO-optimized website several years ago. The third-generation industrial supplier had received a generous amount of quality leads from their first online marketing effort.  Our customer was happy with the ROI from their web marketing efforts. The website had paid for itself several times over.

When I received the call from our customer, he told me the leads had dried up and he wanted to know why. I said, I would be glad to come in and explain how Google has changed the way they ranked their company's website. Given our position of trust with this customer, it was easy for him to say, "Sure".

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

[Book Review] David Meerman Scott Delivers a Blow to the Status Quo for Industrial Marketers

industrial marketing strategy, david meerman scott

Not news to anybody, but I recently became so fed up with Comcast's service (It truly is unbelievable how bad it is) I switched to another provider. 

Comcast is the classic antithesis of David Meerman Scott's The New Rules of Sales & Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business. It appears to me Comcast is still defending the sales & service status quo and they are paying the price. Because I recently read Scott's book, I could not help but think about my recent, blood-pressure raising, Comcast experience.

For those of you that regularly read my blog you know I disdain the status quo and I am always looking for ways to shake up the status quo in industrial marketing. Many industrial marketers love to defend the status quo, much like Comcast. 

Well...maybe not that bad.

When meeting with my customers I often get questions such as, "How in the heck can I keep up with all the changes in the web?"; "It seems like Google changes their algorithm daily. How can I keep up my PageRank?"  Or..."How can I, confidently, adjust my marketing strategy to combat all the disruption?"

Currently your biggest enemy for success in industrial marketing is your attitude towards your own status quo. 

Tags: Content Marketing, David Meerman Scott, industrial marketing strategy

What Does Adrian College Bass Fishing Have to Do with Industrial Marketing?

industrial marketing strategy

It is not normal for me to be impressed with educators' marketing skills.  However, when I first met Jeff Docking in 2006 at an alumni fundraiser, I was instantly impressed.  Instantly, I knew that my alma mater was in good hands when I heard President Docking's vision for Adrian College.  President Docking was not just an educator, but also a marketer.

At a gathering in a fraternity brother's home near Toledo, President Docking spoke of an idea that shocked the trustees and faculty at this small, Methodist-affiliated, liberal arts college in southeast Michigan. 

In the face of 35 small college closings (out of 600 small colleges in the U.S.) and declining enrollments, Docking pursued a strategy of leveraging co-curricular sports programs to attract high quality students to increase enrollment and revenues.

Docking's first target market: Passionate hockey players not quite good enough to play at MSU, Michigan, WMU or Notre Dame.  Or, possibly student athletes wanting a small college experience.  


Tags: Content Marketing, industrial marketing strategy

How Industrial Marketers Can Avoid Google’s Death Star

industrial marketing strategy

My last blog post highlighted the disruptive challenges Google has placed on industrial marketers.  

I continue with that theme.

Although not a fanatical Star Wars aficionado, I did love the first Star Wars movie when my children were little and all the cool toys that came with raising kids.  We still have Derek's  X-Wing Fighter and Millennium Falcon.

I often think of Google as the Death Star in Lucas's Star Wars franchise.  Just as the Death Star was capable of destroying an entire planet, so it is with Google's amazing technologies. You just get comfortable with one of Google's shining objects and "WHAM" get shoot down by the powerful superlaser from the Death Star.

In my last post, I recounted my recent, distasteful, experience with Google's Authorship program. Worse, we almost had a direct hit by the superlaser when Google changed the search engine rules.  Much like the Death Star, Google, in my mind, was committing technological terror. 

Tags: Content Marketing, Inbound Marketing, industrial marketing strategy

How Can Your Industrial Marketing Strategy Keep Up with Google?

industrial marketing strategy

I often get the question from my customers and prospects I work with, "How in the hell can my web marketing strategy keep up with all the disruptive things that Google is doing?"

My typical answer is, "Focus on your brand and content marketing...and don't worry about Google".

The typical response is a baffled facial expression.

Allow me to explain. Stay with me on this.

More than a year ago, I started to focus on Google's Authorship program. This program allows content to be ranked by the authority of the author.  As a regular blogger, I felt it was important to understand how Google's Authorship program worked for me, as well as my clients.

Then in September Google pulled the plug on all the hard work, study and research I did to comply with Google's "wishes". Google cancelled their Authorship program.

Talk about an 800 lb. gorilla. Talk about pissed off. 

Tags: Content Marketing, Inbound Marketing, industrial marketing strategy

Is HubSpot Right for Your Industrial Marketing Strategy?

Dharmesh Shah and Brian Halligan from HubSpot

For those of you who read my blog on a regular basis you know that I am a huge believer in content marketing or as HubSpot calls it, inbound marketing.

Unfortunately, I could not go to HubSpot's annual gathering of "HubSpoters" in Boston last week due to prior responsibilities.

I believe these four factors alone have created a unique opportunity for industrial marketers to build their brands and corner top-of-mind awareness in their respective markets:

  • Google's disruption of your buyers' behavior
  • Social media, specifically Linkedin, for the industrial market
  • Emergence of the need for content to establish thought-leadership in your specific industry (i.e. Google's new algorithms)

Emergence of affordable, powerful marketing automation that is easier to deploy than ever. (HubSpot, Eloqua, Marketo, etc)

Tags: hubspot, Inbound Marketing, industrial marketing strategy

Can Wix, Foursquare, etc. Satisfy Your Online Industrial Marketing Needs?

web development for industrial marketing using

I recently was ask by a prospect, "Why can't I just use to create my own web site?".

I thought and replied, "Good question".  If this prospect has that question, then it is safe to say that others are thinking the same. I also thought, "That would make a great blog post". 

First, let us look under the hood of and see what you get with a, "free", online content management system or web-builder.

With the help from my friend and E-business marketing major at the Haworth School of Business at WMU, Joe Williams, we address the subject of inexpensive content management systems as they apply to industrial marketing.

Tags: industrial marketing strategy, web development for industrial

Industrial Marketers…Learn Linkedin From the Experts for FREE

linkedin for industrial marketers

I have been encouraging our industrial customers for more than two years to build a corporate Linkedin  "Profile". I have encouraged them to embrace Linkedin as an efficient channel to industrial buyers...especially the younger ones.

The primary reason to use Linkedin is to "publish" your company's blog posts. You do have a corporate blog, don't you? As someone said recently, "A blog post is the fire, social media is the gasoline."  David Meerman Scott in his best-selling book, The New Rules of Marketing & PR, says, "Social media sure beats traditional advertising to get the word out."

In an effort to get more marketers to leverage the industrial lead-generation-machine the web has given them, we are releasing Learning Linkedin from the Experts with help from our friends at HubSpot.

DOWNLOAD now, Learning Linkedin from the Experts 

Tags: industrial lead generation, industrial marketing strategy

6 Screw-ups Industrial Marketers Make Using Marketing Automation

industrial marketing strategy, marketing automation for industrial


As in any endeavor, it certainly helps to have passion if you are to succeed. So it is with marketing automation for industrial marketers.  

Marketing automation is one those new shiny objects that attracts so many.  Just the phrase, "marketing automation" sounds euphoric to a busy industrial marketer.

Almost without exception, most industrial business owners struggle with marketing in general. They all tell me so. So...when a new strategy includes "marketing automation", their entrepreneurial brain shifts into overdrive.

The panacea they think it could is not. 

Tags: Content Marketing, industrial marketing strategy, market automation

10 Useless Things to Cut from Your (Industrial) Marketing

industrial marketing strategy

I guess according to Malcolm Gladwell's popular "10,000-hours rule" I am an expert at web-based industrial marketing.  I have easily logged 10,000 hours of experience dating back to 1998...the early days of the web.

I have meet with hundreds of industrial business owners and marketers.  At almost every turn, I felt like a burial lot salesman. In most cases, I was dealing with a skeptical crowd.

Industrial marketers continue to be skeptical of all the new marketing opportunities: SEO, responsive web site design, link baiting, digital press releases, content marketing, inbound marketing, micro sites, blogging, analytics, paid search, mobile apps, social media....whheeeww.

They are confused. I don't blame them.  

Tags: Content Marketing, industrial marketing strategy

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