2015 Control System Integrators Digital Marketing Benchmark Report

With my background in industrial controls and leadership positions in the International Society of Automation (ISA), control system integrators are near and dear to my heart. I have lots of friends and colleagues who work in that industry. Over the past few years, I’ve conducted dozens of digital marketing assessments for control system integrators and other automation companies. I thought it would be interesting to conduct an industry-wide assessment and see how the industry as a whole is adapting to digital marketing trends.

We randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate criteria. These criteria are divided into 5 categories:

  • Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
  • Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
  • Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
  • Social Media: Does the website connect with multiple, active and engaged social media channels?
  • Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?

For more details, read the original post 2015 Control System Integrators Digital Marketing Benchmark Report.

21st-Century Automation Marketing

This story accompanies Control Magazine’s December 2012 Cover Story that talks about the Top 50 Automation Companies on the United States and the World for 2011.

How are is the industrial automation market doing with inbound marketing? Well, let’s put it this way: The good news is that the bar is low. The first company to grasp, embrace and execute the new approach is going to find great success. No company has quite done this yet. This article takes a look the five major components of inbound marketing and evaluate the current landscape.

Read the article on ControlGlobal.com

Marketing & Sales Social Media Round Table

I was one of six panelinsts on a social media round table at the 4th Annual ISA Marketing & Sales Summit in Boston on 9/11/09.  In addition to participating in the panel, I set up several webcasts of various presentations at the summit and also created the Posterous page that was used for delivering much of the content from the event to various social media channels.

The audio from the round table is availble here (you can also read the chat transcript):

Social Media Presentation at WWAC

On August 6, 2009 I presented “Social Media and Its Effect on Water and Wastwater Industries” at the ISA’s 4th Annual Water and Wastewater Automatic Controls symposium.
Social media is changing the world; this is not hyperbole. If you doubt this, just ask the Iranian government about Twitter or the Boston Globe about eBay and Craigslist. As the tools and technologies that facilitate communicating, sharing, and coordinating become increasingly boring and (by and large) free, they are empowering groups to organize themselves and challenging the value propositions of long standing institutions. And if you think this doesn’t or won’t affect you as a municipality, private operations company, equipment supplier, trade organization, engineering firm, software developer, or government regulator you are wrong.

Internet Technologies for ISA Sections and Nonprofits

How local ISA Sections (or Divisions, Departments, etc…) can leverage the latest Internet technologies for (mostly) free and (relatively) easy solutions to web site management, collaboration, and outreach. Presented at 2009 Spring Leaders Meeting.

Please download the handout (PDF) for additional details. You can also download the presentation from Slideshare using the widget below:

View more documents from Jon Dipietro.

Resources and Links

Web Content Management Systems:
These open source Content Management Systems (CMS) provide powerful features for building sophisticated web sites at no cost.
DotNetNuke
WordPress
Drupal
Joomla!
Google Sites

Collaboration:
Google Applications allow you to utilize several shared applications like email, calendar, contacts, sites, and documents at no cost.
Google Applications

Newsletters:
Vertical Response is an electronic newsletter service that provides free emails for non-profits.
Vertical Response

Networking:
These services provide different forms of social networking. LinkedIn has become the de facto site for professional networking. There are already several ISA Groups active on LinkedIn. Facebook is a more personal experience, but recent changes to the site and terms of service make it easy to create “Fan Pages” to connect with a wider audience (think college students). Finally, Twitter is called a “micro blogging” service and is not all that easy to explain. It is essentially an open ended conversation among people who “follow” one another. If you’re interested, check out “How Nonprofits Can Use Social Media.”
LinkedIn
Facebook
Twitter

Blogging:
Blogs are emerging as one of the most important marketing and communication tools in the world today. To learn more about this topic, you can check out “How to Combine SEO, Blogging, and Social Media For Results” from HubSpot.
WordPress
TypePad
Blogger

Sharing and Publishing:
These miscellaneous social media sites provide various means for publishing and sharing different types of content.
YouTube
Slide Share
Delicious
Flickr
FriendFeed

Examples and Tips
Boston Section web site (DotNetNuke)
Jon DiPietro’s Domesticating IT blog (WordPress)
ISA Group on LinkedIn
ControlGlobal’s Facebook group
Delta V‘s YouTube channel

Labs Expand Services to Gain Market Share

This article was published in Water & Wastewater World’s April, 2006 Lab, Sampling & Analytical Equipment Roundup.  The following are excerpts from the article:

The laboratory analytical services market has changed little over the last twenty years. With stagnant prices and rising costs, constant improvement is required simply to stay competitive. Laboratories are looking for ways to provide their clients with expanded services in order to gain market share and create new revenue streams. By understanding the changing needs of their clients and offering affordable solutions, laboratories are learning that they can do more than “measure, record, and report.”

Conclusion
Water and waste water utilities around the globe are looking for tools to manage information and reduce risks at the lowest possible cost. Analytical laboratories can expand the traditional business model and offer outsourced services that benefit both the provider and consumer.

Risk Governance for Water Utilities

This presentation discusses how and why to implement risk-based decision making for water utilities. It was presented on November 30, 2005 at a seminar sponsored by the New Hampshire Water Works Association and the New Hampshire Department of Environmental Services.