I hear too many manufacturers and industrial companies talking about creating campaigns because they want to pump up their lead generation. That mode of thinking is outdated and simply doesn’t work today where you are dealing with mostly invisible and self-directed industrial buyers.
Buyers are looking for information online and interacting with sales people on their own terms. Your industrial lead generation needs to evolve to meet their needs. Otherwise you are going to struggle generating qualified leads that turn into sales opportunities. That is a virtual certainty.
Evolution of industrial lead generation
The old ways of industrial lead generation have changed. Engineers and technical buyers do most of their research, evaluation and finally selecting a vendor very differently today than in the past. Complicating the process is the fact that the buyers do not usually go on a linear buying journey. There are many stakeholders involved in the buying decision, some of whom may never visit your website and/or meet your sales people.
Now I know you’ve read/heard all this before so what exactly is different about lead generation today? Here’s a handy chart from Marketo that explains the differences between then and now.