Industrial marketing is facing new challenges in an increasingly digital world. Other kinds of marketing are less complex and the time from product introduction to purchase is fairly brief. For instance, 94% of B2B buyers have done their research online and 70% have specifically identified their needs before contacting a sales rep.
On the other hand, the complex nature of products in industrial marketing bring entirely different challenges, and the time between product introduction to product purchase can be a matter of years. Industrial product marketing requires a special set of skills and expertise, coupled with easy accessibility to product data, as well as modern digital tools for engineers involved in the purchasing process.
In the industrial marketing world, product data should equal marketing content. Purchasing engineers need access to information through videos, product pages, articles, white papers, webinars, and 3D CAD models. All of this in conjunction with a streamlined customer experience can keep your industrial marketing efforts in line with modern purchasing expectations.
Infographic by: partsolutions