Posts Tagged: industrial buying cycle

10 Things to Consider in Your Consideration Phase

This stage of the industrial buying journey is critical. Use these tips to get it right.

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 »

Industrial Buying and the Rise of Buying Committees

Multiple people are behind every B2B buying decision. Your marketing should consider all of their needs.

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 »

Content Planning for Industrial Marketers

Unsure how to organize your content? Try basic questions: What? When? For whom?

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 »

CRM Implementation and Usage for Industrials

You may have tried a CRM but did you implement it the right way? Do it correctly to grow.

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 »

4 Keys to Successful B2B Lead Scoring

Use these tips to align sales and marketing and connect with prospects at the right time.

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 »

5 Things You Can Do to Prepare for Account Based Marketing

Do feel like you're annoying prospects with lead gen? ABM might be right for you — and your customers.

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 »

A Working Definition of Industrial Marketing Illustrated through 5 Examples

Industrial marketing — it's like you know it when you see it. Here are 5 examples that illustrate the point.

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 »

Marketing to Manufacturers Depends on Relationships

So how do you establish rapport digitally — with people you don't even know?

Technology continues to drive innovations, and expectations, in manufacturing. Customers are demanding higher-quality, longer lasting parts, and they want them turned around more quickly and for less money. Better, faster, cheaper. The dynamic is similar in many ways in marketing to manufacturers. Despite the fragmented, impersonal nature of industrial digital marketing, manufacturers must know their… Read more »