Many manufacturers and industrial companies are learning some hard lessons these days. Business as usual is not working – referrals are trickling in, if at all and the pipeline of leads is running dry. The old way of hiring away salespeople from the competition with their “ready book of business” is not producing the quick sales they had expected.
Next, they try a series of marketing tactics without a strategy or a plan, hoping something will produce results. When that doesn’t work, they turn to the Internet in search of information on how to do industrial marketing on a shoestring budget.
After being burned a few times by free tips from self-proclaimed experts online, they become frustrated and are suspicious of any more advice even if it is from a legitimate and proven industrial marketing consultant. In desperation, they start looking for a quick “Band-Aid” fix for their lead generation problems while spending as little as possible since budgets are tight or non-existent.
In short, they are now looking for Cheap Miracles or may be, Industrial Marketing Made in China.
Marketing for these industrial companies has always been a sales support function — put together a PowerPoint presentation for the next sales meeting, create a few posters for an upcoming tradeshow or make the product catalog look “pretty.” It is very difficult for them to change this mindset and think of an industrial marketing strategy before implementing tactics. Yes, there is a big difference between strategy and tactics. Google strategy vs. tactics and you’ll get 4,030,000 hits so there is no sense in me repeating all that here.
How can industrial marketing remove this disconnect?