Thursday, January 22, 2015

How Emerson generated top of funnel demand online for a typical long B2B sales cycle.

Emerson Process Management is a leader in helping businesses automate their production, processing and distribution facilities across diverse industries. Running a process operation means constant pressure to cut costs, increase output, reduce energy use and emissions, and improve safety all while managing increasingly complex operations. With more than 7,500 industry experts around the world, Emerson helps solve the complex problems their customers face everyday. I, Anand had the opportunity to do a quick Q&A chat with Jim Cahill, Emersons chief blogger and head of social media based in Austin,TX,USA.

1. Why did you decide on a B2B Content strategy? Our B2B content strategy reflects the overwhelming use of digital communications by our customers. Our objective is to be easily found and connectable in order to help them solve problems. Our content tries to reflect how our technologies and expertise can assist in solving the issues they face.

2. What were the initial challenges you faced? and how did you overcome the same? Some of the challenges we faced were to overcome the status quo of classic market communications--events, sales collateral, PR, etc. A digital approach requires different thinking and tactics make sure we are at the intersection of immediate problems and how we can help solve them.

Sunday, January 4, 2015

Score group a leader in the Valve industry, built a pipeline of online leads with B2B Content.

Score Group plc operates globally in over 30 countries employing over 1700 people. They provide engineering services across five continents, within a range of sectors which include oil & gas, nuclear and marine. The Score Group of companies primarily provide services related to valves and industrial gas turbines, however, they also provide a range of specialist services including training, specialist coatings and cell disruptors. Score was founded in 1982 by Charles Buchan Ritchie in Peterhead, North-East Scotland, providing valve repair and supply services for the UK oil & gas industry. Since the 1980’s Score has been expanding internationally and now the group of companies have a turn over of almost £200 Million per annum.

Earlier last month I, Anand Radhakrishnan had the opportunity to chat with Mr.David Anderson, Director-Sales & Marketing of The Score group of companies. While Score group is a leader in the Valve industry, they have truly emerged as early adopters and a role model for other Engineering companies to build a B2B Content marketing strategy as part of their Sales & Marketing efforts. David was kind enough to share his experiences with me as narrated below.

Thursday, December 18, 2014

How B2B Content can move your customer from awareness to action.

While many years have gone by and times have changed, little did we realise that the big industrial revolution is now replaced by the information revolution. Most people have very quickly adopted to this digital age flashing their smartphones and tablets all over the place. If you dont believe me lets do a quick check, When was the last time you used email to get in touch with your friend? Whatsapp, Facebook, Twitter, Linkedin they are all there right! all you need is to tap your phone and bingo the job is done.

"90% of all the digital data in the world has come out in the last few years", if that is not a burst of information then what is. So if your a B2B business and is not putting information out there, you will cease to exist over a few years. Thanks to social media, mobiles and tablets that has got us feeding frenzy trying to suck up all the information in the world all on our devices. Coming to the business end of all of this, information is now available to your buyers, end users, customers all at the click of a mouse. Thanks to Google, you could now find information about everything you need "just google it".

Monday, November 24, 2014

How Toshiba acquired global customers online with B2B Content marketing.


Socialselling is the new order of B2B marketing in a social, mobile, digital world. So what exactly is Socialselling? It is estimated that by 2020 over 50% of B2B sales will be channeled through social media.

Toshiba an engineering giant set out to do just this in 2011. They realised the power of social media and how the word of mouth marketing was being amplified many times. Toshiba introduced a concept called "Smart Community", to increase awareness and promote their renewable energies business, they decided to adopt a digital strategy. Selling Electricity, Water, Traffic lights & Healthcare was by no imaginable standards a sexy business to appeal to onliners as perceived by most unsexy B2B business even today. As per a recent reserach finding by Forrester "75% of the B2B buying cycle happens online even before the sales team is involved". Toshiba did a keyword search for "Smart Community" as most B2B buyers would do and found that their competitors had showed up. They set up social media channels and started sharing posts in an attempt to increase traffic to their websites, SEO and search engine rankings but none of this brought in quality leads and increased sales. They were following the B2C model of digital marketing, SEO, and were quick to figure out "B2B buyers are researching your success not your products"