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How to define the marketing plan of a company in the industrial sector?


How to define the marketing plan of a company in the industrial sector?

“Marketing does not sell”, “What is marketing really good for?” or “What do marketers do?” Unfortunately, these types of negative opinions, false statements and prejudices are frequent among those responsible for industrial companies. Why is this happening?list_altIndex of contents
The historical problems of industrial marketing
Inbound marketing for the industrial sector
Account Based Marketing (ABM): the alternative solution to traditional marketing
The transformation of industrial marketing is a fact
Basically because, especially in the industrial sector, there is a lot of misinformation about the possibilities of industrial marketing and the optimization of its different actions and work processes.The industrial sector is very uk phone number online , since it encompasses all companies that are dedicated to transforming raw materials into manufactured products through their manipulation and modification.One of the main characteristics of the industrial sector is long, excessive and complex sales processes. The question is … how can processes be improved to generate more business opportunities? Throughout this article I am going to give you the keys to achieve it. Come with me!


Do you have questions about the ROI of inbound marketing? Access the complete PDF to solve themThe historical problems of industrial marketing
Despite its cutting-edge, innovative and technological nature, with regard to the adoption of new marketing techniques and trends, the industrial sector has nevertheless been immobile and conservative .The traditional organizational forms of industrial marketing have hindered its development . These have been characterized by is home introduction of the digital world , as most marketing activities are often offline; generally very poor marketing strategies , often limited to the presentation of quality certificates and little else; and a general tendency for the sales team itself to carry out the tasks that would correspond to the marketing department .Despite this, in recent years we are seeing how some companies in the industrial sector have begun to bet on the new era of marketing . This change in attitude has been influenced by the loss of effectiveness of traditional channels and changes in the behavior and purchasing habits of its customers. Betting Email List marketing is complex because, as we have commented, sales usually require long and thoughtful processes until they are finalized. It is necessary to give the information in the appropriate way to a diverse type of client : engineers and other technical positions, managers, purchasing managers, etc. This is a significant effort that is undoubtedly worth it. But to achieve our objectives it is necessary to design a marketing plan . Go get him!Do you like what you are reading? Subscribe to the blog!
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The marketing plan: what it is, how many parts it is divided into and what it is for
As we explained in the post Marketing plan: what it is and how to do it , a marketing plan is basically a document that contains the marketing objectives that the company intends to achieve, and the specific strategies and actions to achieve them. It should also include market analysis and studies and a subsequent review of the work done and the results obtained.Ultimately, your marketing plan should contain the following 4 sections :Market analysis . It is a vision, as objective and quantitative as possible, of the situation of your company in relation to the competition, taking into account multiple factors such as: strengths, weaknesses, threats and opportunities (SWOT analysis), customer profile, political context and economic, macroeconomic predictions, etc.
Objectives . Goals to be achieved that are realistic, objective and measurable.
Planning the strategy to follow and actions to be taken . We must establish concrete actions, with a calendar and budget for each of the previously defined objectives.
Analysis of results . It is about checking whether or not these are aligned with the objectives and, if necessary, making the relevant corrections.
Do you want to create a digital marketing plan? Click here and download our customizable digital marketing plan template.
What do we want with an industrial marketing plan and how can we achieve it?
Although each business is different and objectives must be customized, an industrial marketing plan generally pursues the following goals :

Increase the visibility and reputation of the company or brand.
Improve sales .
Optimize communication with partners, suppliers, potential and actual customers, and even with employees themselves.
Increase the volume of business thanks to marketing automation .
¿ How to reach our goals of industrial marketing?
To achieve all of the above and other objectives that we define based on the specific needs of our company, an industrial marketing plan has various tools, strategies or techniques . These should have the following objectives and key points. Take note!Effectively define a brand image
First of all, we have to promote the brand or branding , and for this we must follow a strategy based on a series of basic points:The first thing you have to do is identify what differentiates your company, product or service from the competition. This will help you analyze or define a series of characteristics associated with the brand: identity, culture, ethical values, what the brand represents, what type of partners or partners interest you …
Next, you must enhance those attributes to ensure that your brand can really reach the audience you are targeting.
In addition to the inherent values ​​of your brand, you should also analyze the current market situation and its trends.
All this information will allow you to formulate a strategy to define your brand , which allows you to enhance it and make it grow in the direction you want.Optimize the use of social networks
This is still a pending issue for most industrial companies, as currently few use social media to communicate effectively with their customers.It is important not to just be there and open an identical profile on all social networks without further ado. A good social media strategy must be based on:Discover in which specific social networks our ideal client profile or buyer persona is , and invest our efforts and resources in them.
Create attractive , personalized profiles that add value to the audience.
Free Download Pack of Social Media Templates
Take advantage of the advantages of CRM systems
A CRM (Customer Relationship Management) is an automated customer management system that, among many other advantages, facilitates the relationship between marketing and sales.To gain efficiency and achieve the planned objectives, it is important to optimize these systems with proposals such as smarketing , which we develop in this article .The objective of smarketing is to improve collaboration between the marketing and sales departments to achieve objectives such as knowing our target better, and personalizing the content and avoiding providing the same information to different clients and with very specific interests or knowledge of our products or services. different.Use email marketing based on a well-planned strategy
Despite being one of the oldest channels on the Internet, email marketing continues to be one of the most powerful communication tools with customers .

To be more efficient, email marketing must be planned based on a strategy where nothing is left to chance: targeting segmentation, responsive design that allows them to be opened and read comfortably from any device, frequency and timing of shipments, personalization of content …

Use current clients as influencers
There is another strategy that, despite being very novel, is giving remarkable results. It is about using customers of industrial products as influencers , that is, taking advantage of their presence on the Internet, their experience and / or their prestige to expand the visibility and relevance of our company or brand on the Internet.

Another methodology that can be of great help for the industrial sector is inbound marketing, which we will develop below.

Inbound marketing for the industrial sector
What is inbound marketing? It is a methodology composed of various content marketing and online marketing techniques whose objective is to attract your potential clients or buyer persona in a non-intrusive way to a website or blog and, later, convert them into records or leads from our database on which to follow up.


To implement an inbound marketing strategy, the first thing you have to do is answer the following questions:

Have I adequately defined my buyer persona?
What companies do I usually associate with?
What are the concerns of the companies and clients I work with?
What kind of doubts do prospects have when they come to the sales department?
Inbound marketing is based on the generation of valuable content . That is why it is an ideal methodology for the industrial sector, since it is an area where purchases are normally made after a strong period of reflection, and the client needs a lot of data and information before making the decision.

Some data on industrial inbound marketing projects
It is not that we say so, it is that objective data corroborate it .

In the last study of inbound marketing 2018 we have analyzed the trend of results of industrial projects in which content focused on satisfying the needs and solving the problems and concerns of customers has been used.

These are some relevant figures related to industrial projects managed by our agency:

The average number of final visits for the first year is around 7,500 per month .
The capture of visits from semester 1 to 2 is multiplied by 2.73. These visits have made it possible to capture records and generate business opportunities.
I encourage you to download the complete study to learn more details about the evolution of this type of project when they bet on inbound marketing.

There are numerous success stories of companies of all kinds, some in the industrial sector, that have achieved great results with inbound marketing, gaining visibility and relevance on the internet, increasing their prestige and, what is more important, getting many more clients and sales.

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Account Based Marketing (ABM): the alternative solution to traditional marketing
The account-based marketing (ABM) is a tactical customer acquisition can be very effective when products or services are too specific and not get the results we seek with traditional marketing.

It is more accurate than traditional inbound marketing and has a number of additional benefits:

It allows efficient and immediate access to the accounts and profiles of the target customers of a business.
It is a more precise and immediate system because the clients captured can be transferred directly to a sales team to contact them.
Who is Account Based Marketing or ABM aimed at?
Basically to companies that, due to their special characteristics, have difficulty attracting the traffic that really interests them with traditional content strategies. This usually happens for two reasons:

Your potential customers are very small .
Your ideal client or buyer persona is not used to or does not have time to search the web .
Many of the organizations with one or both characteristics belong precisely to the industrial sector.

How does Account Based Marketing or ABM work?
Account Based Marketing implements highly personalized actions focused on the different profiles of an organization with decision-making power in the line of business that interests us.

In this way, it is possible to contact and capture the attention of key profiles in order to subsequently implement more typical inbound marketing actions such as scoring or lead nurturing. This is why ABM can be complemented so well in an inbound marketing strategy.

The transformation of industrial marketing is a fact
Despite the industry’s historic reluctance, the marketing era is rapidly transforming in the industrial sector . This change will revolutionize business relationships, that is, the way of selling, in the coming years.

This transformation will be especially evident in the techniques used , with a much greater role for digital strategies , such as inbound marketing, to the detriment of traditional offline actions.

Another important change will occur in the relationships between the sales and marketing departments , with greater specialization and a much more coordinated work that will allow more and better projects to be launched efficiently and quickly.

I hope that reading this article has helped you understand the great possibilities of marketing in the industry . But surely you have some doubts or want to make suggestions, so we continue in the comments section!

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