When we talk about marketing, our first thought usually goes to mass consumer marketing: transmitting a message that reaches as many people as possible, without stopping at different market segments.
But there is another market that we may not notice if we do not belong to that sector: industrial marketing .
In a globalis economy, marketing focus on industrial products , with an increasingly specialis and segment environment, is of crucial importance. It is a very complex sector, in which marketing seeks to meet the demands of a market highly influenc by technological advances and digital transformation . And this situation will be even more pronounc in 2021, influenc by the health context we are experiencing due to COVID-19.
A more digital strategy for B2B marketing
In marketing aim at the final consumer, the decision and purchase cycle is usually fast. In contrast, in industrial marketing, the purchasing process is very long : there is time for reflection before the purchase, since this usually involves a large investment, making decision-making very complex.
Although it is not the only one, it is precisely this difference that makes industrial marketing ne a different strategy , adapt to the product but also to the people who make the decisions.
And it is precisely to these people, those who make the purchasing decision, that you must direct your strategy. Having a close, trusting relationship with your potential clients is essential. These are highly specializ professionals, list of peru consumer email engineers, technicians or buyers with very good training and who move with ease in digital environments .
And as a seller, to reach out to these potential buyers, you must know the challenges you face and know how to overcome them :
Improve your technology to find customers beyond trade shows
Digitalisation is the key word. Your potential customers are increasingly digitalis. They are no exception in a world where we are all connect to the internet , all the time, to do everything. And even more so now, when the COVID-19 crisis has transform our lives and our way of relating to others.
Continuing to think of a sales strategy bas on trade fairs or how to create a buyer persona in 5 steps personal contacts is becoming obsolete: your buyers are hyper-connect and demand a large amount of information during the pre-purchase process.
If they do not want to be left behind, industrial companies must have includ agb directory inbound marketing strategies in their marketing plans in 2021. Only in this way will they approach that new customer and generate more leads and therefore more sales .
2. Improve sales cycle efficiency
We have already seen that the sales cycle in the industrial sector is complex and long . Your potential customers take a long time to make a purchase decision. Why? Among other reasons, because they look for a lot of information, they do not make compulsive purchases, they get inform, they investigate, they compare. If you want to attract them, you have to earn their trust. This means accompanying them throughout the entire purchasing process to advise and ucate them while they are searching for that product or service they ne.
To do this, one of your best options is to offer technical content that ucates engineers and helps them advance their professional skills . If your content becomes a resource for them to learn and improve, you will build a stable base of loyal customers in the long term.