Many of my industrial clients are starting to plan and budget for 2014. High on their list of priorities is redesigning their industrial websites. A welcome change in these discussions is that redesigns are now driven by the needs of inbound marketing with content rather than just a cosmetic facelift to the site.
Manufacturers and industrial companies are more willing to accept the fact that their customers and prospects are interacting with them differently and this change in buyer behavior is permanent. They’ve seen how expensive traditional outbound marketing tactics are and how difficult it is to track results from those efforts.
Don’t get me wrong, I’m not suggesting that one should abandon outbound marketing. However, the balance has definitely shifted more towards online digital marketing for industrial companies.