The first steps in industrial marketing

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Now that we have reviewed the idiosyncrasies of the industrial sales cycle , let's analyze the first steps that must be taken to create a solid and useful marketing strategy. Before we start creating new information and new channels of contact with the client, we must review what we have and locate points of improvement:

1. Analyze the current situation of your business
For years, your company has been founder email list answering customer questions: brochures, websites, product catalogues, information leaflets, webinars or video demonstrations.

What questions do these industrial marketing materials answer ? Do you think a potential customer would get useful answers from them to make a decision? Are there important questions left unanswered? How do they access these materials? It is useless to create a landing page if we do not analyze how many visitors it receives or how many people are converting into leads by completing a form.

Industrial marketing methods are quite different from those of B2C marketing . Convincing a child to buy a chocolate bar is not the same as trying to get a candy store to buy hundreds of boxes of chocolate bars over several months. With this simple example, you can imagine that a marketing plan will always be more complex and ambitious if applied to a company whose clients are other companies than if they are the final consumers.

2. Set inbound marketing goals and objectives
Objectives are not just for the sales department; the efforts made in the marketing department must be reflected in the form of goals. When it comes to industrial marketing , it is very easy to check that objectives are being met, thanks to the huge amount of data measurement tools that analyse the performance of digital channels.