Despite all the buzz about digital marketing and proof of results, manufacturers, engineering and industrial companies continue to use traditional marketing tactics such as trade shows, print ads and telemarketing.
According to the 2013 B2B Content Marketing Benchmarks–North America: CMI/MarketingProfs report, 67% of the 1,416 B2B Marketers surveyed, continue to rate in-person events as the most effective marketing tactic they use.
It would be easy to dismiss the continued use of traditional marketing by saying decision makers at industrial companies are resistant to change and they just don’t want to hear anything about current best practices in online marketing. While true to some extent, it doesn’t tell the complete story in my experience.
I have found owners and executives at industrial companies to be sharp business people who wouldn’t continue to spend good money on marketing tactics if they weren’t producing the desired results.