Why is industrial marketing important?

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Data shows that industrial buyers typically have completed 70% of their purchasing decision process before contacting a supplier . Traditional analog sales, which are closed over meals and face-to-face visits, are becoming fewer and fewer. The pandemic has reduced social interactions and, increasingly, today's B2B buyers are mostly millennials . These are digital natives who, before starting a purchasing process, first anonymously carry out all their research online (websites and social networks ).

A good industrial marketing strategy begins with researching target audiences and potential buyers to understand how to meet their needs, what types of content to offer them, and where.

Nowadays, industrial marketing has a chief of vp and training email lists huge digital component, although the offline part (fairs, catalogues, showrooms...) can never be neglected in competitive environments.

A digital marketing strategy is developed with sophisticated tactics and involves many complex components. That's why having a 'random' website and a LinkedIn profile that is updated from time to time is not digital marketing.

Professional buyers want to see detailed information about the product they want to buy, the history of the company selling it, where and with whom it does business, and reviews and testimonials to support the seller. They also expect the content they are looking for to be available on demand, optimized for any device, interactive, and highly visual.

If your company's online presence offers a complete view of who you are, great. You're ahead. If not, if you've ever thought "my website doesn't represent me", "our social media presence isn't right" or if you simply haven't updated your content for more than two or three months, it's time to improve.