Understanding the Unique Approach to Industrial Marketing

Industrial marketing, or B2B marketing, is very different from consumer marketing. It deals with factor markets for highly specialized products, while consumer marketing deals with product markets for finished goods. Industrial marketing requires a strategy that accounts for these specialized products and markets, and for the typically protracted buying process, as well as the need to establish beneficial relationships with buyers and partners.

5 Key Brand Strategy Components for Manufacturers 

Coca-Cola’s signature red. Flo from Progressive Insurance. Apple’s glowing apple. Iconic colors, memorable characters, and compelling images are the “special sauce” behind some of the most successful and recognizable companies’ brands. These elements are so well established, you don’t even need to see the company’s name to tell you what product is being marketed! Branding is more than a logo, color or icon. It is a necessary—and valuable—component of your business strategy.

How to Know If You Need a Website Facelift

These days, your audience’s first impression of your manufacturing business is based almost exclusively on your website. Your website now is your 24/7 online salesperson, driving leads and conversions and serving as an integral part of marketing to prospects. If it’s not serving its functions, you are missing out on leads and revenue.

Rethinking Business Models for Manufacturers

The current pandemic is a massive disruptor for the world economy, as we all know. For the manufacturing industry, it looks something like this: factory closures, supply chain disruptions, reduced production capacities, and remote work, among many other things are significantly impacting businesses in manufacturing. Let alone companies struggling with illness—and even death—among their workforce. (Of which, we offer our warmest thoughts.) While the world will eventually return to face-to-face interactions and normal shipping and production schedules, the habits that are being formed now will set a new baseline for our behaviors and expectations as consumers and professionals.

Navigating Transparently in the New Normal

How are you holding up? We certainly hope all is well with you and your family. Clearly COVID-19 is causing disruption for everyone everywhere. 

If you’re reading this, we’re guessing that it has likely disrupted your normal business operations, as well. Are you trying to figure out your new normal: employee well-being; facility cleanliness and work station distance, vendor resources, production timelines … ? It goes on, we know. Perhaps you’re able to continue manufacturing, but customers can’t receive. And how is your supply chain doing as a whole? That’s another monumental concern. Good for now, but will parts and components run out soon? Are you discovering a lack of redundancies in your supply chain? That’s its own list.   

We understand that you, your company, and your customers are going through a period of unpredictability during this crisis. Here’s one vital thing you do have control over: communication. Doing so with clarity and regularity will promote stability, calm, and dependability during this period of uncertainty. Maintain open communication and keep your employees, customers, and suppliers aware of how you will support them.

What Is ABM and Is It Right for You?

Account-based marketing (ABM) has vastly grown in popularity among B2B sales and marketing teams over the years. According to a 2019 ABM Market Research Report by Engagio, 93% of respondents are either using ABM today, or are planning to soon. If you have not yet implemented ABM at your organization, learn about the six indicators that ABM is right for your manufacturing company.

Last Updated on April 9th, 2020

Bootstrap Your Inbound Marketing with HubSpot’s Free Tools

You’ve read a lot about inbound marketing and have determined that it’s the best marketing strategy for your industrial manufacturing business. Having done the research on how to start an industrial inbound marketing plan and realizing the importance of marketing software to aid in the process, now you might be wondering what software will get you started in a most cost-effective way.

Explaining Inbound Methodology for B2B Strategies

Inbound marketing has become an essential term for many companies in the last decade, enabling them grow revenues by providing buyers with valuable content and actively engaging them throughout the buying process. This transformative shift in the way people consume information and make purchasing decisions continues to evolve into a larger overall inbound movement.

4 Ways an Effective Industrial Marketing Strategy Helps Boost Sales

Creating a sales strategy starts with one extremely important component: the assumption that you will have a steady flow of leads working their way through your sales funnel. From awareness to purchase, each stage of the buying journey is impacted by inbound marketing tactics. This can be particularly challenging in more traditional businesses such as industrial manufacturers, where the majority of your business in the past may have come through cold calling. People are increasingly wary of answering the phone if they don’t recognize the number, making it more difficult than ever to break through the clutter and get attention.

Top 5 Benefits of Marketing Automation for Manufacturers

Marketing software certainly isn’t a new technology, but many industrial businesses are still pondering whether or not they should make the switch to an automation platform. According to EmailMonday, “On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) planning to adopt the technology in 2019.” So, perhaps it’s time to consider the upside of marketing automation for your manufacturing company?