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The 4 Core Principles of B2B Industrial Internet Marketing Success

“Today 80% of B2B purchase cycles are completed before the buyer considers contacting the vendor and, even then, they are loath to do so.” ref: Forbes

Have you adapted yet or are you ‘loath to do so’ too? You simply can’t afford to wait for that first call. If you are going to influence buying decisions you must engage earlier with the potential customer. But how can you do that if the customer is, as Forbes puts it, ‘loath to do so’?

Forrester put the answer succinctly, “Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can’t save you. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.” Industrial customers, like the rest of us, now search online for what they need. So, for industrial manufacturers and distributors the best way is online with these 4 core principles of online marketing.

1. Your company and products need to be found (SEO and website search – see Good Content and Good Functionality)When a CAD model is downloaded, how often is the physical part purchased?

2. The right product needs to be selected (website catalog search leading to detailed and thorough product detail pages)

3. The sales lead needs to be identified (the best way is by supplying something of value that is worth registering an email address for – downloadable product CAD models do that by saving designers lots of time!)

4. Now you can break into the new buying process by contacting the customer early enough to qualify and influence them before they pick up the phone to anyone! Work with your sales team to develop a helpful approach that delivers guidance and insights on use of the product and builds your relationship with prospects.

That’s what we think, but please tell us what you think?Bonus Insight: a CAD download can also be a ‘trigger event’ that alerts you to the start of a new design that could be using one of their products. Astute and timely follow-up by the sales team can ensure and even expand that opportunity.

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