In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales. According to them, that has always been a job done by sales and not marketing.
As I’ve written before, just publishing content won’t move the needle. (See Content Marketing: Think Like a Publisher, Act Like an Investor). I am also convinced that these executives really want sales opportunities and not more of marketing qualified leads (MQLs). Read my post, “Manufacturers Need Lead Management to Close the RFQ Gap.”
Given this situation, how do you sell the value of content marketing to industrial companies? For the moment, I am going to set aside analytics and ROI measurements and focus on the real value of content marketing as it relates to industrial sales. Let’s look at three scenarios that are very common in the industrial sales process.