6 Reasons Industrial Sales Should Beg for Inbound Marketing

For industrial B2B lead generation, your sales group needs to bug the crap out of the marketing department to start inbound marketing.

industrial_salesman-begging.jpgYour best salespeople have mastered the art of overcoming rejection. Still…there is nothing worse than meeting a potential customer that is lethargic and aloof towards you and your product.  Your best attempts at “features & benefits” and summoning your most charming quips fail to break the ice.

…Just plain uncomfortable and gets very old after hundreds of sales calls.

Now, let me turn the tables with a personal story that highlights the benefits of inbound/content marketing for your sales group.

Almost three years ago, the President of a manufacturing company in Michigan who I knew me personally introduced me to his marketing team. Like a good sales rep, I was ready with the obligatory business card.  As we exchanged greetings and biz cards, two out of three chimed in with, “Oh, we don’t need that (the business card) we read your blog and your LinkedIn profile.

WHAM!  Paradigm shift.

That is one big reason your industrial marketing team should be producing content. I was introduced as a trusted consultant, instead just another charming salesperson.

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Why I Love…BORING…Industrial Marketing

Industrial marketers think of their gig as boring. Boring is a huge advantage and a great opportunity for the marketer skilled in inbound marketing.

boring_industrial_buyer.jpgLet’s face it, custom hydraulic manifolds, industrial chillers, asynchronous electric motors, vendor managed inventories and cnc prototypes are boring.

In the age of search, mobile and social, it is damn hard to compete with Donald Trump, pop culture, the latest hit TV show or the latest version of the Snuggie.

As an industrial marketer…that is the point.

You do not have to compete with the constant barrage of unwanted ads, current events or freak shows that parade across our digital tethers. Your industrial marketing strategy can be really boring.

See…the industrial buyer is different. The industrial buyer is craving…BORING…information that can make his life easier. The, engineer-type, industrial buyer is annoyed as hell with all the unsolicited media that disrupts his day.

Marketing disrupts us constantly…and we are sick of it. Especially, since we can find anything we want on an as-needed basis.

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