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How Industrial Marketing Influences Buyers

Industrial marketing precedes industrial sales. That is the reality today.

I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish. Marketing has always provided sales support and not expected to play an active role.

Today’s industrial buyers have flipped that sales and marketing paradigm upside down. Even though the industrial buy cycle has not changed, buyers go through their buying journey very differently now. They prefer to operate in a self-serve and self-select mode by using a variety of digital sources of information.

If you are in industrial sales, hold off on your “salespeople are not dead” comments until you’ve read through to the end of my post.

I’m sure you’ve heard this digital marketing mantra ad nauseam. As an owner or a business development professional at one of these industrial companies, you are probably skeptical about that message, especially when it comes from industrial marketing consultants with vested interests.

Let me reassure you with some key research findings from unbiased, independent third parties.

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No Digital Marketing for Manufacturers = Marketing in the Past

Are you marketing in the past without digital marketing for manufacturers?Most manufacturers including precision CNC machine shops and fabricators have difficulty understanding the true value of digital marketing for manufacturers. Some that have implemented it, struggle to produce tangible results, meaning a boost in sales that they can attribute to marketing.

The need for a robust online presence (Website and customer-centric content marketing) is driven by your customer’s behavior and not because marketing consultants are telling you to do so. Today’s industrial buyers are in self-serve and self-select mode, making them virtually invisible and hard to reach. They don’t need or want to talk to your sales people to get product information. Your buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted spammy emails is not going to make them choose you over the competition.

The lack of buy-in for digital marketing is a two-fold problem as I see it with my industrial clients. The first issue is a mindset at the top and the second part is one of incorrect attribution.

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Webinar: Digital Marketing Road Map for Manufacturers and Industrial Companies

Success with Digital Marketing - a Road Map for Manufacturers

I will be co-hosting a webinar with John Hayes of ENGINEERING.com on August 5 at 10am PST / 1pm EST. The webinar is called Success with Digital Marketing – a Road Map for Manufacturers.

We plan on covering a lot of ground on digital marketing as it relates to manufacturers and other industrial companies. You’ll walk away with key takeaways for creating your own digital marketing road map.

In case you are not familiar with John (@JackHayes), he is the CEO of ENGINEERING.com and the author of Digital Marketing for Engineers. He and his team publish a lot of helpful content on their Digital Marketing for Engineers blog.

Our presentation will include:

  • What is digital marketing and why is it right for an engineering and industrial audience
  • Defining the road map to digital marketing
  • Steps to create a road map and measuring ROI
  • Why marketing to engineers is a big challenge
  • How to make a business case for digital marketing with content
  • How to win the engineer’s mindshare and working with SMEs

This webinar will be held on August 5, 2015 at 10am PST/1pm EST. Of course it is free to attend.

I hope to see you there.

Register Now