Inbound marketing with content has been getting all the attention lately. Consultants and practitioners of “pull” marketing want marketers to abandon “push” marketing because they say it is old school and no longer effective.
I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. They provide examples of how the target audience behaves in their personal lives where they TiVo through commercials, use caller ID to ignore telemarketing calls, direct mail pieces go straight to trash and of course, nobody ever reads a newspaper or a trade magazine anymore.
Ergo, these people are too busy at work and couldn’t be bothered with anything that is deemed as interruption marketing.
I agree that there is a lot of truth to all those findings. After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle.
However, it has been my experience that the realty on the ground is very different for many manufacturers and industrial companies. Their pipeline of leads would dry up quickly and sales would come to a grinding halt if they depended entirely on inbound marketing for prospects to come to them.
There are many real-world situations in the industrial sector where things begin to unravel if you are only doing inbound marketing.
In my opinion, completely ignoring outbound marketing can be a costly mistake. I suggest that manufacturers and industrial companies think more along the lines of an integrated marketing approach that has a good mix of both inbound and outbound tactics.
The old days of batch and blast email marketing and one-size-fits-all content are over but that does not mean outbound marketing is dead. Those marketing tactics need to be updated to make them effective in today’s context.
Here are some suggestions:
Those are some of my suggestions for outbound marketing to complement inbound marketing. It doesn’t have to be a choice of one or the other. I am interested in hearing your views. Are you using a mix of outbound and inbound tactics in your industrial marketing?
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.