What is the real purpose of industrial marketing? One can come up with a list of at least half a dozen or more excellent goals. IMO, the single most important function is that it must help drive sales and grow revenues.
I agree the journey is not straightforward from point A to point to B, especially in industrial sales where the sales cycles are typically 4 to 12 months long and there are several decision makers involved, some of whom may never interact with your marketing content.
Within manufacturing and industrial companies, I am seeing some real issues where industrial marketing is hampered and as a result, there is a negative impact on sales and revenues. These problems go beyond the typical marketing cutbacks in a difficult economy.