Industrial Buyers – Their Preferences and How to Market to Them

Understanding the mindset of industrial buyers is important if you market to engineers and technical professionals. There are plenty of research reports published on buyer personas and the buying habits of consumers, but they focus mainly on B2C marketing. You can find data on general B2B marketing, but it is somewhat limited when it comes to industrial marketing.

There are four annual surveys/reports that are done specifically about industrial buyers and manufacturing or engineering marketing. I read them regularly and I’m honored to be quoted in some of them.

Sources and tools used by industrial buyers

It shouldn’t surprise you that the majority of industrial buyers prefer digital or online sources and tools for gathering information when making their buying decisions. That was clear from the findings from all the reports that I am about to cite here. It is okay if you are somewhat skeptical about the findings considering the sources of the data, but it shouldn’t take anything away from you gaining a better understanding of the behavior and habits of industrial buyers.

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How Industrial Marketing Influences Buyers

Industrial marketing precedes industrial sales. That is the reality today.

I understand manufacturers, distributors and engineering service providers may find it hard to accept that fact. That’s because these industrial companies have traditionally depended on sales teams to drive their lead generation efforts from start to finish. Marketing has always provided sales support and not expected to play an active role.

Today’s industrial buyers have flipped that sales and marketing paradigm upside down. Even though the industrial buy cycle has not changed, buyers go through their buying journey very differently now. They prefer to operate in a self-serve and self-select mode by using a variety of digital sources of information.

If you are in industrial sales, hold off on your “salespeople are not dead” comments until you’ve read through to the end of my post.

I’m sure you’ve heard this digital marketing mantra ad nauseam. As an owner or a business development professional at one of these industrial companies, you are probably skeptical about that message, especially when it comes from industrial marketing consultants with vested interests.

Let me reassure you with some key research findings from unbiased, independent third parties.

Read moreHow Industrial Marketing Influences Buyers

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