Marketing Strategies for B2B Manufacturing Industry

Globally B2B manufacturers are lagging behind to build their digital marketing strategies. Though the complexities in B2B buying is rising, as the B2B buyers are spending more time in Learning and buying Online. (Learn about Digital Marketing Training programs for the CXO’s).

Marketing champions at B2B manufacturing firms should focus their attention to attract more visitors and then bring them to the nearest Point of sale. Also, the buyers, on the other hand, should also encourage and reward the brands who have helped them in very effectively through the whole buying process.

Therefore most of the B2B manufacturers struggle to build Digital Portfolios, which can, in turn, help their buyers to take them an informed decision.

As the pressure to advance up the digital curve increases, B2B marketers at manufacturing companies must advance their digital competencies; mainly in the areas of SEO, also invest in website usability from user engagement point and Guided selling approach (using the most suitable Call to action buttons and texts).

Key Question which needs to be addressed for the B2B Manufacturing business.

1. How B2B marketers can increase their digital marketing proficiency and also can evolve themselves in reaching to customer expectations.
2. What are the key elements of success in B2B Digital Marketing and what all impact can it bring on the overall digital performance of their organization?
3. How Leading B2B business is enabling their buyers to take the better-informed decision during their complex purchase Process

The most suitable recommendation could be;

1. Try to shift the customers buying behavior and associated threats from existing distribution & business models to Digital Platforms, which will also work efficiently at distribution houses, involve less manual intervention. It will also provide the customer with more reliable data from the digital channels.
2. The company should shift their focus from company to CUSTOMER. Although major leading brands in B2B are deploying digital marketing strategies based on deep understanding of their customers Digital journey and accordingly driving consumer engagements and conversions.
3. Go for the Best in the technology adoption; rather than taking the minimalist approach with the basic approach. Leading brands leverage the best in class functionality to create a unique and differentiated experience for B2B buyers
4. Look at the Integrated Marketing approach; Brands should also look at total 360-degree marketing approach, leverage the Omnichannel digital marketing platforms and then bring the USP from different marketing platforms.

As per the Gartner’s Research Only 2, Companies appeared Genius in implementing Digital Marketing initiatives

• John Deere
• Caterpillar

On what parameters they scored;

1. Site & e-commerce
   1. Branded Search (Desktop)
   2. Unbranded Search (Desktop)
   3. Site Performance
2. Digital Marketing
   1. Navigation
   2. Site Search (Internal)
   3. Merchandising
3. Guided Selling & Content Marketing(Very Important)
   1. Buyer enablement
   2. Branded research and Insights
   3. Desktop Display Advertising
4. Social Media
   1. Linkedin
   2. Instagram
   3. Facebook