Does the “awareness phase” in B2B marketing refer to making a prospect aware of your brand or when the eventual buyer becomes aware that they have a problem to solve and begin researching solutions? We’re going to take the easy way out and declare that the awareness phase of marketing for manufacturers is the intersection… Read more »
The industrial buying journey has changed significantly in recent years, shaking up the buyer’s awareness stage, the consideration phase, and the decision-making process. The pandemic was a black swan event that accelerated the evolution from trade shows and personal sales networks to a digital-based approach that involves buying committees and an elongated, non-linear process. Consider… Read more »
The industrial buying journey has never been easy to manage, given the challenges in closing the hefty deals needed to invest in manufacturing, packaging and distribution equipment — or the complexities and interdependencies of a supply chain, upstream or downstream. But in the good old days of trade shows and personal networks, the industrial buying journey… Read more »
As the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies, solid content planning has become an essential starting point for industrial marketing. And while there are more content channels and types of content than ever, putting together a content… Read more »
A successful CRM implementation will boost revenue per B2B sales person by 41 percent. Marketing teams who have access to a company-wide CRM deliver three times more revenue than marketing teams without real-time access to customer information. The elongated industrial buying process is challenging, but it offers numerous opportunities to check in with prospects, and… Read more »
B2B lead scoring models are primarily based on two types of attributes — explicit and implicit. Each can play a key role in industrial marketing and the successful handoff of leads from marketing to the sales team. Explicit B2B lead scoring is based on demographics and firmographics, such as job titles, industry, company size and… Read more »
Is account based marketing a way out of how uncomfortable lead generation has become? Let’s face it: We all know when we are being marked as a lead. It starts with a scenario where we are asked to provide our name, email, and perhaps another piece of information in order to read a white paper,… Read more »
The narrow segments and complicated, elongated buying cycles can make lead generation especially challenging for industrial marketing, but these difficulties are also what help us trace the contours of a definition of industrial marketing. It’s unlike any other B2B sector. But the dynamic means it is even more important to be genuinely “industrial” in your… Read more »
