Mansfield Marketing Blog & News

It is important to recognize that industrial B2B companies, such as those in the oil, gas, energy, transportation, environmental, and construction sectors, have to look at marketing differently than those in the commercial B2C sectors. Rather than trying to snag an individual on a personal level, you need to convince the experts chosen by another company that your business can supply their needs.

If you find your marketing strategies do not effectively bring you new leads, we have identified some key common causes.

You try to mass market your product

In the B2C world, mass marketing is key. These businesses want to convince large groups of people that their product is the best.

Industrial marketing, however, recognizes that the needs of your buyers are very specific and precise. If you sell a cooling fan used in a particular type of vehicle, for example, you do not want to reach a large group of people. You want to connect specifically with the companies in the transportation sector with the cooling fan needs that you address.

With industrial marketing, therefore, you will design a strategy that recognizes and amplifies the particularities of your buyers and the needs your business satisfies.

You pay too much attention to emotions and not enough to research

In industrial sectors, you will also find that your marketing efforts fall short if you try to play too much to people’s emotions and do not attend to the research that your customers want to do before making a purchase. Many B2C companies will use strategies such as creating catchy ads and visuals, but the material on their website offers little depth about their product or what makes it unique.

Industrial marketing explains how you can better meet the needs of your customers. Those interested in making purchases from businesses like yours will have ample research as a part of their buying process. They often work in teams or committees and they are experts in their fields, not impulse buyers. They want to see numbers, ROI estimates, and pure facts about what makes your business stand out.

When you employ industrial marketing best practices, you recognize and respect the long buying process and you stop trying to appeal to emotions and impulses. You provide your buyers with what they need.

You do not emphasize your partnership enough

In the commercial B2C world, relationships between customers and companies are very shallow and nearly non-existent in many situations. The opposite is true in industrial B2B, so you want a marketing strategy that recognizes that.