Sabotaging Industrial Marketing Hurts Sales

Industrial marketing must drive salesWhat is the real purpose of industrial marketing? One can come up with a list of at least half a dozen or more excellent goals. IMO, the single most important function is that it must help drive sales and grow revenues.

I agree the journey is not straightforward from point A to point to B, especially in industrial sales where the sales cycles are typically 4 to 12 months long and there are several decision makers involved, some of whom may never interact with your marketing content.

Within manufacturing and industrial companies, I am seeing some real issues where industrial marketing is hampered and as a result, there is a negative impact on sales and revenues. These problems go beyond the typical marketing cutbacks in a difficult economy.

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Industrial Marketing, Lead Generation and Sales: It’s Complicated

Industrial marketing is complicatedRemember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure.

Sometimes I feel the same way about industrial marketing for lead generation and its relationship to sales – It’s Complicated!

Every industrial company I talk to wants more leads at a lower cost per lead. Yet, very few have a formal process in place to measure marketing’s contribution to sales and revenue.

It is easy to measure data points such as Visitors, Pageviews, Pages/Visits etc. and downloads but it is not easy to tie them back to actual sales. Measuring ROI or ROMI sounds good in theory but difficult to accurately measure in the real world. According to some marketing pundits, these may be too simplistic to understand marketing’s full impact on sales.

Here are two sobering findings from a 2013 survey done by the B2B Technology Marketing Community on LinkedIn and managed by Holger Schulze (@HolgerSchulze).

Read moreIndustrial Marketing, Lead Generation and Sales: It’s Complicated

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