Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process. This mindset is not surprising since the top person at many of these manufacturing and industrial companies is an engineer. That is not a dig at engineers, I’m an engineer myself!
Once while discussing an industrial website redesign project, the owner/founder of a manufacturer of valve actuators told me, “I can program anything.” I had to politely bring to his attention that “coding isn’t marketing.”
The rush to add marketing technology
It is not that technology is new to them. Many of these industrial companies already use sophisticated technology such as ERP and CRM systems to run their businesses. So, adding marketing technology is a natural solution for them when pipelines run dry and sales teams are screaming for more leads.