1. STEPSTHATYOUCANTAKETOENSURE
YOURCOMPANY’SNOTONTHE‘OUTSIDE
LOOKINGIN’
THECHANGINGSTATEOFINDUSTRIAL
SALESANDMARKETING
DECISION
CRITICAL

2. CONTENTS
TABLEOF
1.THECHANGINGSELLINGPROCESS
2.MANUFACTURESANDTHEIRDISTRIBUTORS
3.YOUANDYOURWEBTRAFFIC
4.CRITICALPOINTININDUSTRIALMARKETING
5.WHATYOUNEEDTODO!
CHAPTERS

3. SELLINGPROCESS
THECHANGINGCHAPTER1

4. Customersarechoosingtodelay
commercialconversationwithsuppliers
N=1500
Source:CEBMLCCustomer
PurchaseResearchSurvey2011
PurchaseCustomersFirst
SeriousEngagement
withSales
CustomersDue
DiligenceBegins
57%Complete
CustomerAverage
DegreeofProgressThroughthePurchaseProcess
BeforeEngagingSales
PostSaleCloseProposalOpportunity
Qualification
Opportunity
Identification
www.industrialshift.com
ShareThisEbook!
Traditionallong-termrelationshipsellingis
beingreplacedbyadifferentprocess,gone
arethedaysofhavingasalesteamgoout
andmakecallsattemptingtogenerate
demandandsellsomething.Thatprocess
hassometimesbeenreferredtoas‘selling
byuseofabluntinstrument’… Hittingbyuseofabluntinstrument’… Hitting
prospectsovertheheadwithsales
messagesandcallsuntilyougettheir
attentionandtheyagreetobuy.
is
SELLINGPROCESS
LONG-TAIL
THE
4

5. Onceuponatimeitwasasalesmanthatdrove
thesale… Theydispensedproductinformation,
educatedthecustomerandultimatelyclosed
thesale…
HoweverIntoday'sworld,thebuyerisnearly
60%throughthesalescyclebeforetheyeven
contactthesalesdepartmentofthecompaniescontactthesalesdepartmentofthecompanies
they'reevaluatingthattheywilleventually
buyfrom.60%throughtheprocess?
Thingssurehavechanged.
ASHIFTWHERECUSTOMERSAREOVER
HALFWAYTHROUGHTHESALESPROCESS
BEFOREENGAGINGASALESREP...
THESHIFTININDUSTRIALMARKETING
SALESPROCESS
THROUGHTHE
60%
5

6. HOWISITPOSSIBLEYOUASK,THATTHEPROSPECTIS
60%OFTHEWAYTOMAKINGUPTHEIRMINDBEFORE
THEYCONTACTASALESPERSON?
HOWCANTHISPOSSIBLYBEHAPPENING?
THAT?
ACCOMPLISHING
HOW ARETHEY
6

7. Studiesindicatethatequipmentpurchasers
donolessthan3to5hoursofonlineresearch
and‘doingtheirhomework’priortomaking
apurchasingdecision.
THESENEWAGEPROSPECTSAREREADING,
LISTENINGANDWATCHINGFREEDIGITAL
CONTENTTHAT’SAVAILABLEATTHECLICKOF
THEIRMOUSE...
WATCHING...
orLISTENING
READING
7

8. Theirspecificneeds,thepotentialsolutions
availableandthequalifiedcompaniesthat
canprovidethemasolution.Theyare
seekinganswerstotheproblemstheyface
anywaytheycan… Areyouequippedto
convincethemthatyoucanhelp?Thatyou
cansolvetheirproblems?Thatyourcompanycansolvetheirproblems?Thatyourcompany
istheone?
THESENEXTGENERATIONCUSTOMERS
THATWESPEAKOFAREENGAGINGPEERS
INSOCIALMEDIATOLEARNMOREABOUT...
BUYINGARE
NEW CUSTOMERS
HOW THE
8

9. CHAPTER2
DISTRIBUTORS
ANDTHEIR
MANUFACTURERS

10. Fordecadesmanufacturershavehopedtheirdistributorsandtheir
distributor/repnetworkswouldspendmoretimesellingtheir
products.Theyputoncontests,createdincentiveprogramstocajole
themintosellingmoreandbasicallywoulddoanythingtoentice
themtosellmoreoftheirproducts.Butchangingaprocessthathas
beenaroundnearlyforeverisdifficult,ifnotimpossibletoaccomplish.
However… nowtheprocesshaschangedonitsownandmanufact-However… nowtheprocesshaschangedonitsownandmanufact-
urershavetorespondtothesechanges.Therulesaredifferentand
distributorscannotbereliedontomakeallthesalesthatacompany
needstomeetandexceedtheirsalesobjectives.
Endusersareplayingalargerroleindecidingwhotheybuyfrom,
thedistributorsnolongerowntherelationshipstheyoncethought
theydid… Nowmanufacturerscantakecontrolofthesalescycle
likeneverbefore.likeneverbefore.
THINGSARECHANGING...
DISTRIBUTORS
ANDTHEIR
MANUFACTURERS
10

11. Nolongerdoestheprospecthavetocontactsalesto
learnmore,nolongerdoestheprospecthavetowait
forasalesperson(insideorout)togetbacktothem
withaprice… Timehaspassed,thingshavechanged…
theroleofasalespersoncanbeverydifferentfrom
whatitoncewas.
THESOLESOURCEORGATEKEEPEROFPRODUCT
ANDSERVICEINFORMATION...
SALESFORCE...
NOLONGERISTHE
11

12. Gettingcomfortablewiththisnewbuying
process(versusthesellingprocess)must
happenquickly.Inmanycasesthetrad-
itionalsalescycle/processisproving
obsoleteandsalesdepartmentshaveto
transitionfrombeingproductpushers
toinformationandinsightproviderswhotoinformationandinsightproviderswho
addvaluetothebuyer'sbusiness.Individ-
ualsdonotwanttobesoldsomething,
theywanttohavetheabilitytomake
educatedbuyingdecisionsbasedonthe
informationandresearchtheyhaveun-
covered.Areyoudoingwhatyoucanto
ensuretheychooseyou?Areyouaproductensuretheychooseyou?Areyouaproduct
pusheroraninsightprovider?Theanswer
tothisquestioniscriticaltoyoursuccess.
GOFROM BEINGAPRODUCTPUSHER
TOANINSIGHTPROVIDER
VERSUSTHE
SALESPROCESS
BUYERPROCESS
THE
12

13. Theonlinemarketplacehasreplacedthe
traditionalmanufacturertodistributorto
end-userbusinessandsalesmodel.Many
manufacturersareseizingthecontrolthey
wantandsometimesdesperatelyneed.No
longeraremanufacturerswaitingfortheir
distributorstocontroltheirsalescycle.distributorstocontroltheirsalescycle.
WHYSOMEARETAKINGITBACK!
CONTROL
AND
MANUFACTURERS
13

14. WEBTRAFFIC
YOUANDYOURCHAPTER3

15. Doyouhaveanyideahowmanypotential
customersarelookingtopurchaseorlearn
moreabouttheproductsandservicesthat
yourcompanyprovides?Doyouknowhow
manypermonthareinthebuyingorlearning
morepool?
ThisisaveryimportantnumberforcompaniesThisisaveryimportantnumberforcompanies
toknow… Therearethousands,maybetens
ofthousands(orevenhundredsofthousands)
ofpotentialcustomerslooking,learningmore
andpurchasingtheproductsandservicesyou
selleachmonth…
Doyouknowwhothesepeopleare?Areyou
gettingyourfairshareofattentionfromthem?gettingyourfairshareofattentionfromthem?
TENSOFTHOUSANDS
MAYBE
THOUSANDS
15

16. Willyourcompanybefoundwhenyourproducts
andservicesaresearchedfor?Isyourcompany's
websiteequippedtoattractenoughpotential
customersforyoutobecompetitiveormeetyour
salesgoals?Haveyoudonetheupfrontwork
necessarytogiveyourwebsiteafightingchance
toproducenewbusinessopportunities?It'sGoogle'stoproducenewbusinessopportunities?It'sGoogle's
jobtoserve-uptherightcompanieswhensome-
bodysearchesforaparticulartermorsearchstring.
Googlethenserves-upsitesthatprovidetheright
contentandbackgroundinformationtosatisfythe
webvisitorsneed.
Doesyourcompanywebsiteput
youatthetopofthatlist?youatthetopofthatlist?
ISYOURCOMPANYEQUIPPEDTOATTRACT?
BEFOUND?
COMPANY
WILLYOUR
16

17. USEREXPERIENCE
Thelook,feelandintuitivenessofyourwebsitehave
neverplayedalargerroleinkeepingvisitorsengaged
andinterestedinyourcompany’sproductsand
services.Today’swebvisitorisseekinganswersand
solutionstotheproblemstheyface,theyarelooking
atwebsitestolearnmoreandgainconfidencethatatwebsitestolearnmoreandgainconfidencethat
yourorganizationcansolvetheirproblems.
Userexperienceisthenewbranding.Haveyouhad
yourwebpropertiesanalyzedfromauserexperience
professional?
Iftheyfindyourcompanyandproducts
whilesearching....
Willtheybecompelledtoengageyou.
Chooseyou?Orwilltheymoveon?
BOUNCERATE...DOYOUKNOWWHATYOURSIS?
WILLTHEYSTAY?
IFTHEYFINDYOU
AND
17

18. INDUSTRIALMARKETING
inCRITICALPOINTCHAPTER4

19. Companyprincipalsfindthemselvesinapositionthatin
somecasesiscriticaltotheircompany'sfuture,aspot
whereorganizationsarecompetingforthesamepieceof
businesslikeneverbefore.Ascenarioexistswheresmaller
companieswhoareaggressivelymarketingcanusurptheir
largeronceuntouchablecompetitiononavailableprojects
andsalesopportunitiesinthemarketplace.andsalesopportunitiesinthemarketplace.
Thedecisionsthatyourcompanymakesonhowtheywill
market,towhomtheymarketto,andhowexactlythey
intendtoattractnewbusinesswillbecritical.Thedecision
thatyoumakewillimpactdramaticallywhereyour
organizationisheaded… Andwhereitwillbein
18,36,60monthsout… andforsomecompanies,
willtheybethereatall?willtheybethereatall?
ORGANIZATIONSLARGEANDSMALLFIND
THEMSELVESATACRITICALPOINTREGARDING
THEIRBUSINESSFUTURE...
NOW!
SOMECOMPANIESARETHERE
CRITICALPOINT...
19

20. Progressivecompaniesthatunderstandthe
changesthatarewellunderwayinthenew
marketplacearetakingactionandleveraging
thedigitalopportunitiesthatarehelping
companiesgrow...dramatically.Attractingnew
leads,nurturingsalesprospectsandsecuring
newcustomersdigitallyisthekeytogrowthnewcustomersdigitallyisthekeytogrowth
throughincreasedrevenue.
Thiscanbeagreatopportunityforsmall,smart
andinsightfulcompanieswhoareresponsive
andmakethedecisiontomaximizetheseexcit-
ingnewtechnologiesorthiscouldbecomea
nightmarescenarioforcompanieswhoignore
thisshiftandinsistondoingthingsthe’waythisshiftandinsistondoingthingsthe’way
we’vealwaysdonethem’.
Whichoneofthesetwoexampleswill
describeyourorganization?
SMALLER,LESSCAPABLECOMPANIESNOW
HAVETHEOPPORTUNITYTOOUTMARKET
ANDOUTSELLTHEIRONCEUNTOUCHABLE
LARGERCOMPETITORS...
COMPANIES...
LESSCAPABLE
SMALLER
20

21. Themaingoalofbusinessesistocompete,sellmoreandgrowtheorganization…
Gettingaheadandstayingaheadofyourcompetitionisattherootofthese
corebusinessobjectives.
Out-marketing,out-communicatingandultimatelybeatingyourcompetition
tonewbusinessopportunitieshasneverbecomemoreattainable.Thedigital
tools,e-marketingstrategiesandexcitingnewwaystoattractbusiness
opportunitiesarehereforthetaking…opportunitiesarehereforthetaking…
Areyougoingtoout-marketyourcompetitors… orareyougoingtobethe
onebeingout-marketed?
COMPETITIONYOUR
OUTMARKET
THEULTIMATEGOAL:
21

22. NEEDTODO
WHATYOUCHAPTER5

23. KeywordResearch,Identificationand
Optimization/Analysis
MetaTags/RobotTextOptimization
Navigation,LinkandImage
TagOptimization
There’snomagic… Theon-goingidentification
andimplementationofkeywordsearchsuccess
strategiesandactivitiescanmeanthedifference
betweenacompanythat’sgoingplacesand
onethat’sgoingnowhere.Weliketosay
there’snomagictoincreasingthetotalof
indexedkeywordsfoundonyourwebsite,theyindexedkeywordsfoundonyourwebsite,they
comeasaresultofknowledge,experience,
andperformingthefinedetailsnecessaryto
bringyoursitetothetop.
ALWAYSWORKONIMPROVING
YOURCOMPANY’SORGANICSEARCH
PERFORMANCE...
OPTIMIZATION
SEARCHENGINE
23
WHATYOUNEEDTODO

24. Doesyourcompany’swebsitesaytherightthings
aboutyourorganization?
Doesitcontainrelevantandimportantcontent
thatusersarelookingfor?
Doyouhavedeepsiteanalyticsandtraffic
trackingtools?
Thelook,feelandintuitivenessofyourwebsitehave
neverplayedalargerroleinkeepingvisitorsengaged
andinterestedinyourcompany’sproductsand
services.Today’swebvisitorisseekinganswersand
solutionstotheproblemstheyface,theyarelooking
atwebsitestolearnmoreandgainconfidencethat
yourorganizationcansolvetheirproblems.Askyourorganizationcansolvetheirproblems.Ask
yourselfthesequestions...
DOESYOURCOMPANY’SWEBSITEPOSITION
YOUASALEADERINYOURMARKETPLACE?
USEREXPERIENCE
DESIGNAND
WHATYOUNEEDTODO
24

25. Online
Marketing
LeadGenerationandProspectContactCapture
Campaigns
E-BookCreationandLeadGeneration
DistributionPrograms
eCRMIntegrationandOngoingProgramExecution
Ongoingleadgenerationanddistributionofgatedcontent
willhelpyoubuildthepoolofprospectsthatareinterested
and/orlookingforyourproductsandservices.These
individualswhohaveinquired,downloadedorotherwise
raisedtheirhandscanthenbetargetedthroughinformative,
creativeandsalesdrivencampaignsande-marketing
strategiesandprograms.strategiesandprograms.
THEFUTURESUCCESSOFCOMPANIESWILLRESIDE
INTHEIRSALESANDMARKETINGDATABASES...
LEADGENERATION
25
WHATYOUNEEDTODO

26. Display/retargetingadvertisingcampaigns
Search-orientedbanneradprograms
Campaignconcept,designandexecution
Bidmonitoring,budgetmanagementand
campaignoptimization
Companiesaretakingcontroloftheirsalesandleveraging
digitalmediatoconceive,createandlaunchdisplay
advertisingandretargetingcampaignsaimedatgenerat-
ingtrafficandcreatingdemandfortheirproductsand
services.Byplacingcreativeadvertisingonsitesviewed
bypotentialcustomersandtargetingsearchdrivenmedia,
companiesaresuccessfulincapturingtheattentionofcompaniesaresuccessfulincapturingtheattentionof
prospectivenewcustomerswhoarein-marketNOW.
BEMOREAGGRESSIVETHROUGHBOLDAND
EXCITINGE-MARKETINGCAMPAIGNS...TAKECONTROL
OFYOURSALES!
CAMPAIGNS
E-MARKETING
26
WHATYOUNEEDTODO

27. Contenteditorialstrategyconcept
throughproduction
E-bookconcept,copywritingand
production
Contentcreation,production
andexecution
Theproductionoforiginal,newandfresh
contentwillplayanimportantroleinhow
wellyourwebsiteperformswhensearched
foraswellashowlongvisitorswillstayif
theydofindyoursite.Searchenginesare
nowmonitoringcompany’swebsitesand
scoringthembasedontheircontentquantity,scoringthembasedontheircontentquantity,
quality,thenumberofupdatesandadditional
newcopy/contentadded.You’veheardthe
term‘ContentisKing’… nowisthetimeto
understandwhatthatisandthenharnessits
powertoperform.
ONGOINGCREATIONANDPUBLICATION
OFRELEVANTANDVALUABLEPRODUCT/
SERVICECONTENTWILLBEKEY...
STRATEGY
CONTENT
27
WHATYOUNEEDTODO

28. YoureCRM
System
Loyalty
Programs
Reportingon
theCustomer
Experience
Marketing
&Customer
Insight
Customer
Communications
Customer
Sales
Social
Media
Integration
Content
Management
Ifyourwebsiteisnotequippedtoleadgenerateandcapture
vitalprospectdatainaproactive/systematicfashion,you
aremissingout.eCRMistheelectronicversionofyour
customerandprospectrelationshipmanagementprogram
andisfedfromonlineinquiriesande-prospectsrequesting
moreinformation.Thisvitaltoolwilldramaticallyseparate
thecompanieswhoareleveragingthistechnologyandthecompanieswhoareleveragingthistechnologyand
strategysuccessfullyfromthecompanieswhocontinueto
ignorethispowerful,excitingnewwayofdoingbusiness.
SALESPIPELINE
YOURELECTRONIC
eCRM...
28
WHATYOUNEEDTODO

29. Competitororganickeywordidentify
andanalyze
Competitorpay-per-clickkeyword
identifyandanalyze
Competitorbanneradvertising
campaignresearch
Youwouldbesurprisedtoseewhatyour
competitorsarespendingtoattracttraffic
andnewbusinessopportunitiesinthedigital
marketplace.Wehelpourclientsgeta
betterunderstandingofthecompetitive
environmentbyresearchingandanalyzing
theexactkeywordsbeingpurchased,thetheexactkeywordsbeingpurchased,the
topicsandcontentofadsbeingplacedand
theindexedkeywordsthatexistontheir
competitor’swebsites.Wefeelit’sbetter
toknowwhat’sgoingonEXACTLY…
beforewecanproperlyhelpourclients.
DOYOUKNOWWHATYOURCOMPETITORS
ARESPENDINGONDIGITALMARKETING...
SPECIFICALLY?
LANDSCAPE
COMPETITIVE
29
WHATYOUNEEDTODO

30. 800-969-7033
DigitalMarketingSolutions
forProgressiveThinking
IndustrialandManufacturing
Companies!
CONTACTUS
30