2D Sales Drawings
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In 1973 Peter Drucker wrote: “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
Since then the buying process has changed dramatically and buyers are firmly in control! They decide what to search for, what to click on and what to read or watch! If anything, the role of marketing has become even more important because B2B buyers are often 60% or more through their product research and selection before they even talk to a supplier! To be in consideration they must find and interact with you online during their research. The analogy above lays out the implications: NO marketing, No car; No website, No marketing engine; No content, No Fuel; Result: No GO! And by extension: no new fuel, no keeping going! Of course ‘finding you’ isn’t sufficient to get selected and purchased, your online content needs to prove you are trustworthy, reliable, dependable, fair priced, etc. before even speaking to them. As Rebecca Geier put it “Content is the currency of marketing today” and that’s why content marketing is vital for creating trust in your brand, top-of-mind awareness of your business and sales leads. This blog post shares the latest research on the subject and our next post, ‘Online Industrial Marketing – You No Longer Have a Choice…” shares our resulting recommendations for industrial suppliers.
New Manufacturing Marketing Research
Recently 4 different research studies on ‘marketing to engineers’ have been released. We’ve reviewed these excellent pieces of work and recommend you do too – links to them are below. But, in case you don’t have time to read them all here are the top 3 or 4 insights from each that struck us as most interesting and revealing.
1. 2018 Manufacturing Content Marketing
The Content Marketing Institute (CMI) manufacturing report is a US manufacturing industry cut of the data from their generic multi-industry study. This ‘cut’ consists of 155 respondents who work for US manufacturing companies. It’s useful for comparing content marketing progress in this sample and for comparing manufacturing to other industries.
The insights that struck us as most interesting are:
2. 2017 Smart Marketing for Engineers® Research Report
IEEE Globalspec and Trew Marketing produced this report based on a survey of 811 engineering and technical professionals who make or influence buying decisions The analogy at the top of this post, If your marketing is a car, then your website is the engine & your content is the fuel was coined by Rebecca Geier of TREW Marketing. Their research is available here.
The insights that stuck us most are:
3. Engineering Marketers Budget Plans 2017
Engineering.com produced this report based on a survey of 85 engineering marketers and 95% work in US companies.
4. Where Engineers get their Information
Engineering.com and Business Advantage Group (BA) presented this joint webinar on their respective worldwide surveys of 1187 Engineers (60% in N..America) and 314 Manufacturing CAD users (38% in N.America). The full BA Manufacturing report is purchasable here but the extract of CAD users information source preferences is available in the recorded webinar.
Lastly, we can say that online digital marketing for industrial suppliers is all we, our software products and services do. It’s our specialist expertise developed over more than a decade so we read new research avidly and are continuously thinking about the implication for ourselves and our customers. Our next post, Online Industrial Marketing – You No Longer Have a Choice…” shares our general recommendations for industrial suppliers based on this research but if you’d like our opinion on your particular situation please call or click either button below: