Please indulge me if my headline made you go “Huh?” Read on…
Industrial and manufacturing marketers are trained to sell solutions. Nobody buys product features, they want solutions. That’s marketing 101, right?
I get that. However, if you are a manufacturer or an industrial services company, ask yourself this question, why would anyone buy your products or services if they don’t know they have a problem?
It seems to me that industrial marketers need to first focus on raising awareness of the problem before they can sell their solution. That’s what I’m calling problem-centric industrial marketing.
As radically different as that may sound, it is based on very sound advice from none other than Seth Godin. I consider him to be a pioneer in many ways and someone who is always on the leading edge of marketing.
Seth summarizes problem-centric marketing brilliantly in his post Sell the problem where he wrote, “When a prospect comes to the table and says, ‘we have a problem,’ then you’re both on the same side of the table when it comes time to solve it. On the other hand, if they’re at the table because you’re persistent or charming, the only problem they have is, ‘how do I get out of here.’”
Here’s how I would adapt his ideas to industrial and manufacturing marketing.
Those are some of the ways I would use problem-centric industrial marketing. Can you think of others?
Footnote: I first learned about Seth’s post from an email that I received from Kevin Goldstein, Sr. Account Manager at Pardot. He sent it to me as helpful content as part of his lead nurturing program. Thanks Kevin!
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