Why B2B manufacturers must adopt digitalization to succeed today

As a B2B manufacturer leader, have you noticed that even traditional sales and marketing methods after the pandemic are no longer able to achieve the kind of growth they used to? You're not alone in seeing this situation. According to ThomasNet research, the biggest challenge for B2B manufacturers is digital transformation of sales and marketing. Simply put, customers are changing, and they need to adapt to the digital age if they want to continue to thrive.

After all, according to Forrester reports, 67% of B2B buyer journeys are completed digitally before contacting sales. This statistic highlights the importance of increasing your online presence and providing customers with all the resources they need to buy. The trend is evident even in the most traditional industries, and companies that fail to adapt risk losing out to digitally savvy competitors.

The manufacturing industry has been slow to adopt digital marketing, but now is the time for change. Changes in purchasing behavior are undeniable. If you want your business to thrive, you need to recognize the opportunities that digital marketing presents. By focusing on building a comprehensive online buyer journey, you can not only meet customer needs, but stay one step ahead of the competition.

In this blog post, we'll delve into the changing marketing landscape in manufacturing and explore how adopting digital transformation can help drive growth, maintain competitiveness, and meet the evolving needs of customers. I will explain changes in purchasing behavior, the power of digital marketing in the manufacturing industry, and implementation results when nothing is done. By the time you've finished reading this article, you'll have a better understanding of the importance of adapting to the digital age and the actionable steps you should take to help your company succeed in this new frontier. So let's start transforming your marketing strategy and building your business for long-term success.

The tectonic shift in buyer behavior is affecting B2B manufacturers

Buyers have moved online. They research, compare, and make decisions without having to answer the phone or attend a trade show. Manufacturers who can't provide a comprehensive online experience are in a tight spot. Imagine a B2B manufacturer of industrial coatings focusing on marketing strategies that are still out of date. Competitors share valuable content on the types of coatings available, corrosion resistance, and environmentally friendly solutions. By attracting buyers throughout the buying process, competitors can build more trust and win more business. Meanwhile, outdated manufacturers are wondering why sales are stagnating.

Stories like this are all too common today. That's why now is the time to pivot. Manufacturers must meet the needs of modern buyers and build a strong online presence that sets them apart from the competition. This requires a deep understanding of the customer's buyer journey, from the initial awareness stage to the final decision-making process. By creating content and marketing materials tailored to each stage, manufacturers can guide the research of prospects, keep them in mind, and ultimately turn them into loyal customers.

In addition to providing valuable information, growing your online presence also helps build trust and trust from potential customers. Manufacturers can establish themselves as industry opinion leaders by showcasing their expertise through high-quality content and showcasing their solutions. This is an essential differentiator in a highly competitive market.

The power of digital marketing in manufacturing

Inbound marketing is the future of manufacturing. By creating and sharing valuable content that addresses the specific challenges of target audiences, manufacturers can attract more prospects and convert them into customers. Digital marketing offers powerful tools to enhance lead generation and customer acquisition, such as SEO, PPC advertising, and email marketing.

Imagine a B2B manufacturer of industrial fasteners adopting an inbound marketing strategy. Maybe you're creating insightful blog posts about the latest fastening technology, engaging videos showcasing the strengths and reliability of your products, or targeted email campaigns that address specific fastening challenges faced by customers. This content will be helpful to specific buyers throughout the research process.

But lead generation isn't the only benefit of digital marketing. By using social media, manufacturers can interact with their audience, answer questions, and provide support, thereby strengthening the sense of community around the brand. This level of interaction helps build loyalty and support, and encourages satisfied customers to spread the word about the manufacturer's products and services.

Additionally, digital marketing allows manufacturers to measure and analyze campaign performance, providing valuable insights to guide future marketing decisions. By tracking key metrics such as website traffic, conversion rates, and customer engagement, manufacturers can continuously improve their strategies, optimize implementation performance, and maximize return on investment.

Staying one step ahead of the competition: A proven track record of doing nothing

In today's competitive marketplace, doing nothing is a death sentence. Manufacturers that don't incorporate digital marketing risk losing market share, sales opportunities, and brand reputation. The risk is high, and implementation results are disastrous when nothing is done. Manufacturers struggling to evolve, or refusing to evolve, will struggle to keep up with competitors providing the end-to-end digital experiences buyers demand.

I experienced this scenario firsthand when I was leading digital marketing at a Fortune 500 company. One of our largest “global accounts,” accounting for approximately 7% of revenue and approximately $500 million in annual sales, was facing internal changes. We've been working from the same window for decades. But suddenly, he retired. In his place, millennials were re-evaluating our digital capabilities. He gave us 6 months to live up to expectations. Otherwise, he'll move his business to another location.

Fortunately, we were in the process of implementing the strategies outlined in this blog, so we continued our business. Are you prepared for this to happen to you?

Practical steps to adopt digital marketing transformation

For successful digital marketing, manufacturers must take a strategic and comprehensive approach. Here are a few key steps that will guide your digital transformation journey.

1. Identify the right digital marketing channels

Virtually no company can and should not do everything. Not every channel works equally well for every manufacturer. We often recommend thinking of marketing builds as “crawl walkruns.” Focus on learning how to “crawl” effectively. By understanding buyer personas, you can focus on the tactics and strategies that are most likely to have the most impact on your ideal customer.

2. Align sales and marketing teams

Coordination between sales and marketing is essential to deliver a consistent message and smoothly take over leads. Unfortunately, manufacturers often follow completely different drum beats between sales and marketing departments. Creating a sales and marketing service level agreement (SLA) is often the first critical step in achieving this.

3. Implement a data-driven approach by investing in CRM and marketing automation.

CRM and marketing tools are invaluable in managing prospects, nurturing prospects, and driving sales. We've partnered with HubSpot because HubSpot offers comprehensive CRM and marketing automation capabilities. In particular, it has a huge impact on B2B manufacturers in streamlining sales processes and improving customer engagement. HubSpot's powerful marketing analytics allow you to track campaign success, including revenue impact, and optimize your strategy accordingly.