I recently received two emails from two different manufacturers. They both inquired about using manufacturing content marketing to help their sales efforts. Both these companies had used telemarketing and other conventional marketing tactics with very little success in generating sales qualified leads.
You may be experiencing the same or similar problems as these two manufacturers. Here are excerpts from those emails.
- “Using a lead generation company right now that charges too much and delivers too little. They do not understand industrial sales, and although they are talented and penetrating accounts, many of the set appointments do not answer the phone.”
- “I have been doing the conventional style of marketing i.e. making cold calls, face-time with clients. After all such interactions, I was simply told to mail the information regarding our product, company credentials etc. I have met 100+ people and so far only a few have responded.”
These two manufacturers are experiencing firsthand the realities of industrial buyer behavior these days. Buyers are in self-serve self-select mode and remain mainly invisible for a large portion of the buy cycle. These industrial buyers will engage with your sales team only when they are ready. Hounding them with cold calls or unwanted emails is not going to help them make a more informed decision of selecting your company as the preferred manufacturer.