Achinta Mitra

Industrial Email Marketing for Engaging Engineers and Technical Professionals

Do you think industrial email marketing is dead? It would be easy to jump to that conclusion given the declining click rates and the difficulties in getting past the sophisticated email spam-filtering methods. Engineers and technical professionals know...

Industrial Content Marketing for Engineers to Make a Buy Decision

Manufacturers want their industrial content marketing for engineers to generate Sales Qualified Leads (SQLs) and not just Marketing Qualified Leads (MQLs) from content downloads. There is a big challenge faced by manufacturers of components targeting D...

Industrial Marketing – Budgets, Challenges and Performance

Curious about how your peers and the competition are spending their industrial marketing dollars? You are in the right place at the right time. I just finished reading the research report, 2018 Budget Trends in Industrial & Technology Marketing pub...

Use industrial content marketing to enable sales

Industrial content marketing plays an important role in driving sales for manufacturers and engineering companies. Of course, going from publishing content to growing sales is not as easy as going from point A to point B. If you are a manufacturer of c...

Why Industrial Content Must Be More Customer-Centric

Industrial content on websites of most manufacturers and industrial companies tends to be heavy on product specifications. Of course, it is important to have technically accurate and up-to-date product information because that’s the first step in an en...

Proving ROI of Industrial Content Marketing is Still a Big Challenge

Congratulations if your 2018 industrial content marketing budget increased or at least didn’t get cut. You are in good company. 38% of respondents from the 2018 Manufacturing Content Marketing Trends—North America survey expect their manufacturing cont...

How do Engineers Use Content in Their Buying Decision?

Of course, you know that engineers use content in making work-related decisions, i.e. buying decisions. Datasheets, case studies and how-to videos have always been...

Stop Your Industrial Website Redesign from Derailment

What does industrial website redesign have to do with a train derailment? I’m not trying to be funny here by using this image of...

Industrial Content Marketing: Product Centric vs. Customer Centric Content

Recently, I had an interesting conversation about industrial content marketing with the President and the Marketing Manager of a manufacturing company. They design and...

Using Digital Industrial Marketing for Reaching Younger Engineers

Digital industrial marketing is the norm these days, not because it is fashionable but because that’s how industrial buyers now prefer to interact with...

Industrial Content Marketing — Goals are Misunderstood and Misaligned

Industrial content marketing is used by an overwhelming majority of manufacturers. It stands at 85% according to the Content Marketing Institute’s 2017 survey. According...

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Industrial email marketing is alive and well in 2017 despite what you may heard or read to the contrary. To quote Mark Twain with...

Overcoming the Challenge of Marketing to Busy Engineers

Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company....

Technology is Not a Substitute for Good Industrial Content

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead...

Manufacturing Content Marketing Trends and Challenges

For the past four years, I have downloaded and read research reports on Manufacturing Content Marketing in North America published by the Content Marketing...

Industrial Email Marketing for Targeting Engineers in Long and Complex Sales Cycles

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks...

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a...

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to...

Content Marketing Strategy Must Drive Your Industrial Website Redesign

An industrial website redesign shouldn’t be a quick decision because your site is the very foundation of your online presence. Why is it such...

Industrial Content Marketing: Awareness to Conversion Takes Time and Hard Work

Industrial content marketing success for most manufacturers and other industrial companies is usually measured  by an increase in the number of RFQs/RFPs. Arguments about quality...

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