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The Ultimate Guide to Industrial Manufacturing Marketing

person checking marketing results for an industrial manufacturing company
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Did you know that a majority of B2B marketers use newsletters as content marketing? If you’re in charge of marketing for an industrial manufacturer, you know that it’s a whole different game than consumer marketing. The rules have changed, and the challenges are many.

It’s essential that your marketing efforts are aligned with those of your sales department if you want to be successful. In this guide, we’ll explore all aspects of industrial manufacturing marketing and discuss how you can overcome the challenges.

The type of marketing can vary depending on the type of business. Consumer marketing typically sells products to individuals. On the other hand, industrial marketing sells products or services to other businesses, also called B2B.

There are a few key differences between these two types of marketing. First, consumer marketing generally focuses on creating an emotional connection with the customer. Industrial marketing tends to be more factual and focused on the needs of the business.

Secondly, consumer marketing also needs to create a demand for the product. Industrial marketing meets a specific demand that already exists.

Finally, consumer marketing usually involves mass media campaigns. However, industrial marketing is more likely to use direct methods such as face-to-face meetings or targeted emails. 

The field of marketing changed dramatically in recent years. As a result, industrial manufacturers have had to adapt their strategies to keep up.

In the past, industrial marketing was all about developing relationships with buyers. Additionally, marketers were selling products based on quality and reputation. However, today’s buyers are more aware of the products available and are more likely to base their decisions on price.

As a result, industrial manufacturers now need to focus on developing a pricing strategy that meets the needs of their customers. In addition, they need to use marketing tools like:

  • Social media
  • Search engine optimization 
  • Google ads

By understanding the changes in the marketing landscape, industrial manufacturers can stay ahead of the competition and continue to grow their businesses.

To succeed in industrial manufacturing marketing, businesses need to overcome several significant challenges.

First among these is the need to reach out to potential customers in a highly competitive market. With so many businesses competing for attention, it can be difficult to make your voice heard above the din. It can also be challenging to create compelling marketing materials that make complex products and processes accessible to a lay audience.

Finally, industrial manufacturers must often contend with long sales cycles. This can test the patience of even the most dogged marketers. However, by surmounting these challenges, industrial manufacturers can position themselves for success in an ever-changing marketplace.

It is important to remember that no two businesses are alike. While some companies may require a steady supply of raw materials, others may need specialised equipment or services. As a result, it is essential to take the time to understand the specific needs of each customer before developing a plan to meet those needs.

In some cases, this may involve working with other businesses in the supply chain to create a custom solution. However, by taking the time to understand the unique needs of each customer, it is possible to develop a plan that exceeds the client’s expectations.

Brand awareness is the extent to which a potential customer is able to recall or recognise a brand. It is often used as a metric to measure the success of a marketing campaign or product launch. Businesses need to be visible to their target market and be top-of-mind when a potential customer is looking for a product or service that they offer. There are various ways to create brand awareness, such as:

  • Advertising
  • Press releases
  • Thought leadership content
  • Events
  • Social media
  • By investing in brand awareness activities, businesses can:
  • Increase their visibility
  • Build trust and credibility

Ultimately drive your sales.

Industrial companies face unique challenges when it comes to generating leads. Because the products and services they offer are often complex and expensive, industrial buyers tend to be more cautious and risk-averse than other types of buyers. They also tend to have longer decision-making timelines, which can make it difficult to close deals. As a result, industrial companies need to be especially strategic when it comes to generating leads.

One effective approach is to focus on building relationships with decision-makers at target companies. This can be done through

  • Networking
  • Trade shows
  • Targeted marketing campaigns

By establishing a rapport with key decision-makers, industrial companies can increase the likelihood of winning business. Another effective strategy for generating leads in the industrial market is to offer:

  • Free trials
  • Demonstration models
  • Other incentives

This allows potential buyers to test out the product or service before making a purchase. It can help to overcome hesitations and build confidence in the company’s offerings.

By taking a tailored approach to lead generation, industrial companies can increase their chances of success in this challenging market.

In order for an industrial company’s marketing and sales teams to work together effectively, it is essential that they are aligned with one another. This means having a clear understanding of each other’s goals and objectives, as well as how they can best support one another.

Furthermore, effective communication is critical in ensuring that the two teams are working towards the same goal. By establishing regular communication channels and sharing relevant information, the marketing and sales teams can ensure that they are always on the same page.

When both teams are working together seamlessly, it significantly increases the chances of success for the company as a whole.

Developing a successful marketing strategy requires an in-depth understanding of:

  • The target customer
  • Their needs
  • The challenges they face

Take a look below at some practical steps your business can take.

Creating a comprehensive website for your business is the foundation of any modern marketing strategy. It should provide all the information necessary to demonstrate credibility and trustworthiness.

That way, potential customers can easily find out more about your business.

Given the complex nature of industrial products and services, it’s especially important to focus on relationship-building in your marketing efforts. Establishing a rapport with potential customers can go a long way towards winning business. This can be done by creating personalised content for each client.

However, as stated before, there are likely several decision-makers in your client’s company. In that case, it is a good idea to create content that appeals to more people.

In addition, it is important to regularly engage with your clients through targeted events and activities such as:

  • Webinars
  • Trade shows
  • Conferences
  • Other types of networking opportunities

When creating these events, create content specific to the client’s need and provide added value in the form of educational material or thought leadership.

Social media is just one of the innovative technologies that B2B companies can use to leverage their marketing strategy. Other effective strategies include:

  • SEO
  • PPC
  • Email campaigns
  • Blog writing
  • Embracing Innovation

The market is constantly shifting and evolving, so it’s essential to stay ahead of the curve by embracing new technologies and trends. For example, AI can create more personalised content for your customers based on their interests or preferences. Likewise, virtual reality can demonstrate complex products and services in a more interactive way.

Finally, industrial businesses can use advanced analytics to gain insights into customer behaviour. This can help them design more effective marketing strategies.

Creating a unique selling proposition (USP) is essential for differentiating your business from the competition. It should emphasize the benefits of what you offer and how it can help solve customer problems or make their lives easier in some way.

As you can see, not just any plan will work for industrial manufacturing marketing. However, with the right tools and strategies, you can create an effective plan for your B2B business. 

If you’re looking for assistance developing an industrial manufacturing marketing strategy, our team at Sales Focus Advisory can assist. We have years of experience working with businesses in this industry to create successful marketing plans that drive sales.

Contact us today for a free consultation, and let us show you how we can assist your business to grow.

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About the Author: Adele Crane

A leader in Implementation Consulting.
CEOs and Managing Directors have relied on Adele Crane to solve challenges with the performance of their sales and marketing since 1990. Her consulting experience in delivering results in 90-120 days is unprecedented by any other known sales and marketing consulting professional in the world. As an author of 3 acclaimed books, appearances on major media, and publications in USA, NZ and Australia, Adele’s experience brings fresh thinking and contemporary practices to business.