Industrial marketing, or as some refer to it as manufacturing marketing, is very different from B2C marketing. In my experience working with manufacturers and engineering companies, I’ve found differences with other B2B marketing even though industrial is a subset of B2B.
(Source: CADENAS PARTsolutions. See the full infographic below)
I work with in-house marketers and management in manufacturing companies, so I hear some of their frustrations firsthand. Probably the most common complaint I hear is, “We’ve been working with a B2B marketing agency for a while now, but they seem to force-fit their strategies into our industrial business. That just isn’t producing the results.”
Marketing to engineers and technical buyers is a challenge. Yes, I understand and acknowledge the fact that you are still marketing to people, and of course, engineers are people too. However, they make work-related buying decisions differently from their personal lives even though the lines have blurred somewhat.
Let me also put to rest a myth that engineers hate marketing. No, they don’t. I should know because I’m a Mechanical Engineer and have been in industrial marketing for 30+ years. However, engineers can easily see through marketing fluff, and they don’t react well to that.
By now, I’m sure you know that the industrial sales process is long and complex, and usually, a committee of stakeholders makes buying decisions instead of an individual. There are other challenges too. Let me zero in on two unique differences in industrial marketing
These two major differences in industrial marketing were key talking points in my presentation at the Industrial Marketing Summit as part of Content Marketing World.
I could continue and write hundreds of words explaining more about what is industrial marketing. However, if you are a visual person, you will benefit a lot more by referring to this comprehensive and well-researched infographic by the team at CADENAS PARTsolutions. I’m honored to be quoted in it along with other industrial marketing experts.
Infographic by CADENAS PARTsolutions
This post and the infographic should give manufacturers an in-depth understanding of industrial marketing and its differences from B2C and general B2B marketing.
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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.