How customer-centric marketing can drive manufacturing growth

B2B manufacturing has long relied on traditional sales and marketing approaches. These include networking, print ads, and trade shows. However, the market is rapidly changing. New buyers are taking on the role of decision makers and leaders. These buyers have completely different expectations because they grew up on the internet. And since the novel coronavirus pandemic hit conventional marketing, these changes continued to accelerate.

To succeed in this new environment, manufacturers must adjust their approach to marketing and customer acquisition. The core of this is adopting a customer-centric approach. By focusing on what marketers call the “buyer journey,” you can create resources that meet the needs of your audience. This will lead to enhanced networking and expanded sales opportunities.

Understanding your audience's needs and preferences is critical. Adapting to new technology and methods is also essential. In this blog post, we'll explore ways to adapt marketing strategies to customer needs and grow your manufacturing business.

By moving to a customer-centric marketing approach, manufacturers can better connect with their audiences. This leads to growth and success in today's marketplace. Read this article to find out why now is the time to invest in customer-centric marketing strategies that resonate with your target audience.

The importance of understanding the manufacturing buyer journey

The manufacturing buyer's journey is complex, involving multiple decision makers and stakeholders, including engineers, procurement personnel, and corporate executives. Understanding the different perspectives and needs of each stakeholder is essential for a successful marketing strategy.

Identifying key touchpoints in the buyer journey can lead to more accurate targeting and improved engagement. By focusing on these critical touchpoints, you can tailor your marketing efforts to address specific concerns, questions, and challenges prospects may face. This targeted approach not only increases engagement, but also fosters trust and trust with potential customers.

Understanding the buyer journey can also help you address specific challenges and create content that drives conversions. If you have a deep understanding of your target audience's buyer journey, you can develop resources to address the specific challenges and challenges of your target audience.

The B2B Institute found that 95% of customers don't think about making a purchase at any given time. However, many of these customers are researching solutions. And if you can gain trust early in this process, you can greatly increase the chances that customers will buy from you. By creating targeted content, you'll establish your company as an opinion leader and reliable resource, and increase the chances that prospects will choose your products and services.

Each stage of the manufacturing buyer's journey

The manufacturing buyer's journey can be divided into three main stages:

Awareness (top of funnel)

In the awareness phase, prospects realize they are facing a challenge or have specific needs. You may not yet know the exact nature of the issue. The purpose of marketing activities is to create educational content that helps potential customers understand their challenges and understand how their products and services can help them. For example, let's say an industrial pump manufacturer publishes blog articles, e-books, and videos about common issues related to pump operation, maintenance, and efficiency.

Additionally, you can share content that addresses a wide range of industry trends that may impact your target audience, such as regulatory changes or technological advancements. By providing valuable insights and information, you can position your company as a knowledgeable resource and build trust with prospects. For example, if you're an energy efficient lighting manufacturer, you can write an article discussing the benefits of upgrading to LED technology and the potential cost savings for your business.

Things to consider (middle of funnel)

During the review phase, prospects are identifying issues and needs and investigating possible solutions. Marketers need to demonstrate the value and benefits of their products and services while addressing potential objections and concerns. For example, companies that manufacture conveyor systems can create white papers and webinars that highlight their expertise and the benefits of their products.

In addition to showing the strengths of your products, it's essential to differentiate your brand from the competition. By sharing content that highlights your unique selling proposition (USP), you can make your products and services more appealing to potential customers. For example, custom metal fabrication companies can showcase their expertise in handling specialty materials and their commitment to fast delivery times.

Decision making (bottom of the funnel)

At the decision stage, prospects are ready to buy, but may still be evaluating various vendors and solutions. The marketing department must provide the necessary information and support so that prospects can make decisions with confidence. For example, safety equipment manufacturers can share customer testimonials, case studies, product demonstrations, and detailed product information that highlight the unique features and benefits of their products.

Also, it's important to address any concerns or questions prospects have at this stage. Providing thorough and transparent information and excellent customer support makes it easier for prospects to choose your company. For example, manufacturers of industrial automation solutions can provide comprehensive technical documentation and individual consulting to help customers better understand the functionality of their products.

Master multi-channel marketing for manufacturing

Leveraging a multi-channel marketing approach is essential to effectively reach target audiences and increase engagement throughout the buyer journey. This means combining traditional marketing channels with digital marketing channels to deliver a consistent message to prospects.

inbound marketing

Inbound marketing focuses on attracting prospects to websites and content by providing valuable, educational, and informative resources. This approach will help you establish your brand as an industry expert and build trust with your audience. Strategies to consider for inbound marketing include search engine optimization (SEO), content marketing, and social media marketing.

outbound marketing

Outbound marketing requires reaching out to potential customers through traditional channels such as trade shows, events, and print ads. While these methods are still effective, it's important to integrate them with digital marketing efforts to maximize their impact. For example, you can display lead magnets that can be downloaded on iPads at trade show booths, or include QR codes in print ads that direct prospects to landing pages where they can download valuable content.

For B2B manufacturers, outbound marketing methods such as trade magazines and events remain a valuable channel for manufacturers to connect with target audiences. But there are opportunities to extract more value from them. By collaborating with industry groups, you can reach more people and position your company as an opinion leader. Consider hosting webinars and contributing articles to these organizations to create content that resonates with your target market.

Account Based Marketing (ABM)

Account-based marketing is a targeted approach that focuses on specific high-value accounts. This allows you to personalize your marketing activities according to each account's unique needs and preferences. By combining ABM with inbound and outbound marketing strategies, you can build a more comprehensive marketing approach that drives faster ROI and revenue growth.