If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), make sure the site is aligned with your sales process. Without this critical link, your newly redesigned industrial website may be nothing more than eye candy that does very little for your sales.
In my daily conversations with manufacturing and industrial companies, I find the mindset is still very much centered on marketing the old way. They want their site visitors to call and their crack sales team will take care of everything to close the deal.
Even though these people have read all the industry studies, they have a very difficult time accepting the fact that their buyers are no longer willing to engage with their salespeople until they need a quote. Now it boils down to price and delivery time.
It is too late by then. You can talk value until you’re blue in the face but your customers and prospects will push back on price. Your industrial website has missed a great opportunity to frame the discussion in their minds in the early stages. (Read my post, Inbound Marketing Must Set the Table for Industrial Sales).
Here are some of my thoughts to help you better align an industrial website with your sales process.
Even though the last bullet point is not directly related to your website, it is important for optimizing the processes of handoff between marketing and sales.
What steps did you take to align your industrial website with your sales process? If not, what do you plan to do for better sales alignment?
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.