Every manufacturing or industrial company that I talk to wants more leads. However, there is a serious disconnect between sales and marketing when it comes to defining a qualified lead.
This is not a new problem. Google sales and marketing disconnect and you will find thousands of articles written on this topic. I am here to tell you that it is very real and thriving within manufacturing companies.
Recently, a manufacturing client retained me to help them improve their industrial lead generation campaign. This company had spent thousands of dollars in Pay-Per-Click (PPC) and banner ads in niche industry eNewsletters. They had received a fair amount of traffic from those efforts but had little to no conversions. In short, very poor ROI from their lead generation efforts.