Want to know more about B2B manufacturing marketing strategies? You’ve come to the right place.
Companies outsource their manufacturing to other businesses for various reasons, including operational efficiency, scalability, cost savings, and quality assurance.
In the U.S. alone, the manufacturing industry’s market size is estimated to reach $6.42 trillion and grow by 3.16% in 2024. Also, a report by Orient shows that up to 70% of manufactured products are outsourced. These statistics reveal that B2B manufacturing businesses have opportunities to attract new clients and accelerate revenue.
However, because this business model is quite different from the everyday business-to-customer (B2C) model, marketing can be complex, with new challenges that are rare with the B2C model.
Common challenges of B2B manufacturing marketing include limited brand awareness, long sales cycles, and multiple decision-makers.
In this blog post, we will explain the unique challenges of B2B manufacturing marketing and how to overcome them. Ultimately, you’ll be equipped with all the knowledge you need to reach your marketing goals and make more profit as a B2B manufacturer.
Let’s dive into it.
Table of Contents
Understanding the B2B Manufacturing Market
Worldwide, businesses are increasingly choosing a business model that outsources their production to other companies. This business model offers several benefits for the outsourcing companies, including:
- Operational efficiency: Setting up and running a manufacturing plant requires a large capital investment and time. B2B manufacturing companies already have the infrastructure for production and supply, so outsourcing production to them will save money and time.
- Reduced cost: The B2B manufacturing model saves companies lots of money that should have been used to set up production plants, transportation infrastructure, and routine operational expenses. Also, with the problem of production solved, companies can invest more money and effort into revenue generation.
- Scalability: Outsourcing production makes it easy for businesses to increase efficiency, collect real-time data on production processes, and improve process optimization; thus, they are a good choice for companies that do not want to manufacture.
Key Differences Between B2B and B2C Marketing Strategies
Marketing in B2B manufacturing takes a distinct approach compared to the consumer-focused world of B2C. Understanding these key differences is crucial for crafting an effective B2B marketing strategy that resonates with your target audience.
Firstly, the buyer’s journey itself takes a distinct shape. B2B purchases typically involve complex considerations, longer sales cycles, and multiple organizational decision-makers.
Building trust and demonstrating a strong return on investment (ROI) becomes paramount. Marketing tactics shift from emotional appeals to data-driven content, white papers, and case studies highlighting how your products or services solve specific business challenges.
Secondly, the target audience demands a different tone and communication style.
The B2B target audience is professionals with specific technical knowledge and logical decision-making processes. Catering to their needs requires specialized expertise, industry-specific language, and content that showcases your understanding of their complex operations.
Building relationships with stakeholders and key influencers within companies is vital to B2B marketing.
Finally, the marketing channels and platforms differ significantly.
While B2C relies heavily on social media and consumer-oriented platforms, B2B marketers navigate through professional networks like LinkedIn, industry-specific publications, and trade shows. Content marketing reigns supreme, with webinars, blogs, and white papers as valuable tools to educate and nurture leads throughout the extended sales cycle.
In these ways, B2B marketing differs from B2C marketing. So, tailoring your marketing strategy to the specific needs and behaviors of the B2B manufacturing market is key to achieving success.
Read also: The Tricks of Trade Marketing: 7 Strategies That Work
Proven B2B Manufacturing Marketing Strategies to Implement in 2024
Having discussed how B2B marketing differs from B2C, let’s look at the B2B manufacturing marketing strategies you must implement in 2024.
1. Develop a robust B2B manufacturing marketing
To develop a robust B2B manufacturing marketing strategy, one must start by understanding the essential components of a successful B2B manufacturing marketing strategy. The very first place to begin is by understanding your target market.
Typically, B2B audiences are organizations with unique needs that differ significantly from those of individual customers. They frequently stress value over cost, demand personalized solutions, and go through a drawn-out purchasing process with six to ten decision-makers.
They base their purchasing decisions on the demands of their company, which necessitates a thorough comprehension of the operational requirements, business issues, and industry. B2B transactions typically involve more significant order volumes and longer-term contracts, contributing to their greater scale.
While B2B target audiences have a general profile, specific attributes may change based on your target production niche. Therefore, it is crucial to have a detailed understanding of the audience within the niche you are marketing to. The best way to go about this is by creating a buyer persona.
What is a B2B manufacturing buyer persona? What are the steps to create one?
B2B buyer personas aim to understand the specific company and decision-makers within that company. When creating a B2B buyer persona, you must first analyze your target companies.
Consider the company’s niche, size and type, location, budget, and purchasing power. This information helps you understand your target market and lets you know how to position your business better to meet their needs.
Next, your B2B buyer persona must include profiles of the major decision-makers within the company. For each decision maker, you must consider their demographic and psychographic attributes, as well as their motivations and challenges.
After creating a detailed buyer persona, the next step is to group your target audience into different segments based on their specific attributes: company focus, size, purchasing power budget, etc. Grouping your target market into various segments will help you personalize your marketing strategy and message for a more successful marketing result.
2. Double down on your digital marketing efforts
One of the most significant advantages of using the internet for B2B manufacturers is that it exposes you to a larger audience you may not be able to reach using traditional marketing means.
But the advantages of using the internet for marketing go beyond exposure to a wider audience. By utilizing digital marketing, manufacturers can develop their brands and position themselves as leaders in the industry by producing original material and disseminating it on their websites and social media accounts.
Now that you know what benefits online marketing offers you as a B2B manufacturer, let us discuss specific digital marketing tactics that you can use to market your B2B manufacturing business effectively.
Forum marketing
When properly organized, online forums provide places where users can share their opinions and get authoritative answers to their questions from experts. For B2B manufacturers, online forums are often a great source of industry knowledge, and engaged audiences can be converted into customers.
The first step to using online forums for digital marketing is choosing the right platform. Choose platforms commonly used by your target audience within your specific industry or niche, with active discussions and a good mix of professionals. Platforms like LinkedIn, Quora, and Reddit can be valuable for B2B networking and engaging with decision-makers.
Once you have chosen the appropriate platform, the next step is to get acquainted with the forum’s rules and guidelines. Most forums do not support “spammy” or “salesy” comments.
Therefore, it is best to avoid these types of comments or posts. Sometimes, guidelines can become tedious and arbitrary. In these situations, as with every other time, the best strategy is to prioritize authentic engagement and sharing expert knowledge.
Promote your company’s content, such as blog posts, whitepapers, or webinars, that offer valuable information relevant to the forum discussions. As a rule of thumb, avoid being overt; devise new and subtle ways to promote them.
Finally, use tracking tools available on the forums to measure the reach and engagement of your forum participation. Based on your findings, adapt your strategy to focus on the most effective techniques and channels for reaching your target audience and building your brand’s trust and authority.
Content marketing
Content marketing is vital in B2B marketing strategy, serving as a potent tool to engage and educate business audiences. In the B2B market, where decisions are often complex and involve multiple stakeholders, educational and relevant content can establish credibility and build trust.
You show your expertise through targeted content, address industry pain points, and position yourself as a thought leader.
One key advantage of content marketing in B2B manufacturing is its ability to nurture leads throughout the different stages of the buyer’s journey. Quality content guides potential clients through the sales funnel from awareness to consideration and decision-making, providing them with necessary information at each stage.
This helps establish a brand as a reliable resource and contributes to lead generation and conversion.
In the image above, Honeywell, a renowned B2B manufacturing marketing company, uses content marketing to build thought leadership and position itself as a leading manufacturing company.
Social media marketing
Social media remains a powerful platform for B2B manufacturing marketing, offering unique opportunities to connect with businesses, showcase expertise, and drive engagement. One primary advantage is humanizing the brand by sharing behind-the-scenes content, company culture, and industry insights.
This transparency can foster trust, a crucial factor in B2B relationships where credibility plays a pivotal role.
Regarding social media, LinkedIn stands out as especially important for B2B marketing. Businesses can use the platform to interact directly with decision-makers, provide thought leadership content, and project a professional image. By disseminating relevant material, you establish yourself as a leader and build trusting connections with prospective customers.
Siemens, a leading automation machinery manufacturer, has leveraged LinkedIn to build a strong community and lead industry conversations, facilitating direct engagement with the B2B audience.
Companies can participate in industry conversations, respond to queries, and address concerns in real-time. This enhances customer satisfaction and helps build a community around the brand.
Additionally, paid advertising on social platforms enables precise targeting, allowing businesses to reach specific B2B audiences based on demographics, interests, and job titles. Finally, social media platforms offer useful insights into campaign performance through measurement and analytics tools, enabling you to make data-driven decisions and improve your strategy.
Simultaneously handling multiple social media platforms can be a hassle; with EngageBay’s social CRM suite, you can connect major social media platforms, managing them from a single platform.
Email marketing
Email marketing offers a direct and targeted means to engage decision-makers and influencers within a company. Successful campaigns focus on meticulous segmentation, allowing you to target specific segments based on industry, company size, or past interactions.
Personalization is key, and CRM software is a repository to store and manage client’s data for proper segmentation and email personalization.
We all have only 24 hours daily, so emails should be concise, conveying the benefits of products or services while featuring a strong call to action, prompting recipients to take the next step. With many professionals accessing emails on mobile devices, optimizing for mobile is non-negotiable.
Responsive design and concise formatting enhance readability, ensuring the message resonates even on smaller screens.
Regularly tracking key performance indicators such as open, click-through, and conversion rates is crucial to optimize your email marketing efforts.
3. Build quality relationships with relevant stakeholders
The B2B market is constantly changing, and your clients need to adapt to these changes to stay relevant, so understanding your client is an ongoing process requiring you to go from guesses to regular communication.
Communicate with your clients often, not only when a need for sale or an issue arises but also to share useful information on industry insights, updates, and new offerings. Consistent communication helps build trust and positions your company as a reliable partner.
Encourage feedback from clients and actively seek ways to improve your offerings. Doing this demonstrates a commitment to continuous improvement based on client input. It also enhances the quality of your products and reinforces the idea that you value their opinion and partnership.
Account management software is also essential to make your sales process more efficient and support customers by tracking sales opportunities and integrating communication channels. You can also assign dedicated account managers who serve as clients’ direct point of contact.
These professionals should be well-versed in the client’s business and act as advocates within your organization.
Finally, strive to go above and beyond client expectations. Delivering exceptional service and exceeding agreed-upon benchmarks demonstrates your dedication to client success. This commitment fosters a positive perception and solidifies your position as a valuable partner.
Read also: 7 Powerful Moving Company Marketing Strategies in 2024
4. Leverage technology to scale B2B manufacturing marketing
Every marketer’s greatest desire is to read their target market’s mind. But since humans do not read minds, the next best thing is to collect as much data on the target market and analyze them more efficiently to provide the target market with their heart’s desire.
Therefore, most technological advancements in marketing are driven by collecting large amounts of accurate data on the specific target market and analyzing these data better to understand customers more in-depth and offer products that meet their needs.
For example, the advent of Big Data has revolutionized how manufacturers collect, analyze, and leverage vast amounts of data. In B2B manufacturing marketing, this data-driven approach enables you to gain deep insights into customer behaviors, preferences, and market trends.
Manufacturers can use analytics to optimize their marketing strategies, identify emerging opportunities, and make informed decisions.
Another example is using Artificial Intelligence to enhance the personalization of marketing efforts. AI algorithms help analyze customer data to predict buying behavior, enabling manufacturers to tailor marketing messages and offers to individual clients. AI-powered chatbots also facilitate real-time engagement, answering queries and providing personalized assistance, improving the customer experience.
Lastly, B2B manufacturers increasingly leverage AI algorithms, marketing automation, and Big Data analytics to enhance their eCommerce platforms. These technologies help provide personalized product recommendations, streamline the purchasing process, and improve the online buying experience for business customers.
5. Measure success and refine marketing strategy periodically
Routine evaluation of your marketing efforts helps you understand what strategies are effective and which are not. If done correctly, it will lead to a better marketing strategy that is both efficient and cost-efficient.
Below, you will find the steps to evaluate the success of your B2B manufacturing marketing efforts.
Establish your objectives
Before crunching data, you should know what you want to accomplish with your B2B marketing plan. Which goals are you pursuing—closing deals, nurturing prospects, generating leads, or raising brand awareness? How are you going to gauge your success and progress? Which key performance indicators (KPIs) best represent your customer journey and goals?
This way, you’ll be able to concentrate on the measurements that really matter and stay away from misleading or irrelevant data by clearly establishing your goals and KPIs.
Select appropriate metrics
Choosing the appropriate metrics based on your objectives and key performance indicators is crucial when monitoring and evaluating B2B marketing performance.
Website traffic, conversion rate, lead quality, cost per lead, customer acquisition cost, customer lifetime value, and return on investment are typical and helpful metrics for business-to-business (B2B) marketers. Metrics about website traffic can help you understand how many people visit your website, where they come from, how long they remain on it, and which pages they browse.
Monitor and collect data
After deciding on your KPIs, you must have a dependable system for monitoring and gathering information from your marketing platforms and channels. Google Analytics is a strong and free tool you can use to track website traffic, conversions, sources, activity, and other metrics.
Marketing automation can also optimize and automate lead generation, social media, email, and content campaigns. Keeping track of and managing interactions with leads and customers is another benefit of CRM software. Finally, employing graphs, charts, tables, and other visual features, dashboards, and reports help display data.
Analyze and interpret data
More than merely tracking and gathering data is required to refine your B2B manufacturing marketing strategy.
You must evaluate and understand insights using testing, attribution, segmentation, benchmarking, and segmentation methods to obtain insights and make decisions. Benchmarking analyzes data to find opportunities, threats, and weaknesses by comparing it to previous performance, industry standards, or rival outcomes.
To better understand your data, use segmentation to divide your data into smaller groups according to factors like behavior or demographics. Each touchpoint or channel contributing to a conversion or sale is given credit or value through attribution.
6. Adapt to changing market trends
As mentioned earlier, the B2B manufacturing market is fast-changing. To stay relevant in this market, you must adapt your marketing strategy to reflect the changes in the market. Here are some ways to stay current with B2B market changes:
Observe your competitors
Keeping an eye on what your competitors are doing is one of the best methods to stay up to date with changes in the B2B industry.
What messaging are they putting out there, how are they presenting themselves, what media are they using, and how are they setting themselves apart from you?
Find market gaps and opportunities by evaluating their advantages and disadvantages. You can also get knowledge from their triumphs and mistakes. To monitor your competitors’ internet presence, traffic, keywords, and content, utilize tools such as SEMrush, SimilarWeb, or Google Alerts.
Pay attention to your clients
Listening to your clients and potential clients is another crucial strategy for keeping up with B2B market developments.
What needs, wants, objectives, and preferences do they have? How are they utilizing your offerings, and what comments do they have? What impressions do they have of your company, value proposition, and clientele?
You may learn a great deal about your clients’ expectations, behavior, and level of satisfaction by interacting with them via surveys, interviews, reviews, testimonials, and social media.
Observe market trends
Following news and trends in the industry is another way to remain current on changes in the B2B market.
What are your industry’s most recent advancements, breakthroughs, and difficulties? Does it have any effects on partners, rival businesses, and customers? What are the guidelines, rules, and best practices you must follow?
By keeping up with current events and trends in the sector, you may spot fresh possibilities, project future developments, and establish yourself as an authority. You can select and consume pertinent industry content using technologies like Feedly and LinkedIn.
Try out some novel strategies
Trying out new strategies and channels is another approach to keep up with changes in the B2B industry.
What innovative methods can you use to connect with, captivate, and win over your target audience? How can you improve your marketing efficacy using new platforms, technology, and formats? How can the effectiveness of your marketing initiatives be tested, measured, and optimized?
Gain knowledge from professionals
Finally, learn from peers and professionals to stay updated on changes in the B2B industry.
Who are your field or specialty’s thought leaders, authority, and influencers? What do they suggest, say, and act upon? How can you interact, work together, and get knowledge from them?
Read also: Marketing Automation For Manufacturing: Beginner’s Guide
Real-World Examples of B2B Manufacturing Marketing and Case Studies
Forget dry brochures and cold calls. B2B manufacturing marketing can be captivating and generate real results.
Let’s dissect the strategies of two industry giants, ABB Robotics and Siemens, and learn some lessons from their secrets:
ABB Robotics
ABB Robotics is a leading robotics and machine automation supplier. It has a comprehensive and integrated portfolio covering robots, AMRs, and machine automation solutions, employing 11,000 people at over 100 locations in more than 50 countries
Challenge
ABB Robotics wanted to attract younger engineers and decision-makers, not factory managers.
Solution
They ditched traditional B2B tactics and embraced social media with a twist. ABB Robotics started a YouTube channel called ABB Ability, showcasing robots in action, not just assembly lines. Think robots doing parkour, painting masterpieces, and even playing basketball!
Examples
- “YuMi in Action” series: Features their collaborative robot, YuMi, performing tasks in real-world manufacturing settings, highlighting its ease of use and safety features.
- Customer testimonial videos: Showcases diverse companies from various industries using ABB robots to improve efficiency and productivity.
- Innovation talks series: Features experts discussing the latest trends and technologies in robotics and automation, positioning ABB as a thought leader in the field.
Results
Over 100,000 YouTube subscribers, millions of views, and a newfound reputation as a tech-savvy, innovative company. More importantly, they’ve engaged a younger audience and generated leads for future growth.
Key learnings
- Go beyond B2B marketing norms: Be bold, get creative, and experiment with unexpected channels.
- Storytelling is key: Show, don’t just tell. Use engaging content to showcase the versatility and value of your products, not just technical specs.
- Target the right audience: Understand where your ideal customers hang out online and tailor your content accordingly.
Siemens
Siemens AG is a leading multinational company specializing in automation processes, manufacturing, and systems supply for power, medical diagnosis, and industrial software.
Challenge
Siemens wanted to boost customer satisfaction and loyalty, moving beyond a transactional relationship.
Solution
They decided to build an online community called MindSphere. This platform offers exclusive content, support resources, and networking opportunities for Siemens customers, fostering a sense of belonging and collaboration.
Results
Increased customer satisfaction and loyalty. MindSphere boasts over 50,000 active users and positive feedback, strengthening customer relationships and building a valuable platform for retention and acquisition.
Key learnings
- Prioritize customer success: Focus on building long-term value and relationships, not just short-term sales.
- Community is king: Foster a sense of belonging and engagement among your customers.
- Provide ongoing value: Offer resources, support, and opportunities for learning and growth beyond the initial product purchase.
B2B marketing is about more than just pushing products. It’s about telling stories, creating value, and building relationships. By following the steps from these case studies and injecting creativity and authenticity, you will surely accelerate business growth.
Read also: Top Retail Marketing Strategies To Grow Your Business
Best Practices and Common Pitfalls in B2B Manufacturing Marketing
B2B manufacturing marketing has challenges and common pitfalls that you’ll want to avoid. Additionally, there are best practices to implement to accelerate business growth. Let’s talk.
B2B manufacturing marketing best practices
Here’s a concise rundown of best practices to get the most out of your B2B marketing strategy
- Customer understanding: Conduct in-depth research to understand your target audience, including their pain points, preferences, and decision-making processes. This knowledge forms the foundation for effective marketing strategies tailored to your B2B customers.
- Clear value proposition: Clearly articulate your value proposition. Define what sets your manufacturing products or services apart from competitors. Highlighting unique features, quality, or cost-effectiveness helps attract and retain clients.
- Content marketing: Utilize content marketing to educate your B2B audience. Position your brand as an industry authority and a go-to resource for information.
- Data-driven decision-making: Embrace data analytics to inform marketing strategies. Monitor key performance indicators (KPIs), analyze customer behavior, and adapt your approach based on actionable insights. This iterative process enhances campaign effectiveness.
- Cross-channel consistency: Ensure consistency across marketing channels. Whether through your website, social media, or offline efforts, maintain a cohesive brand message and visual identity. Consistency builds trust and reinforces brand recognition.
- Continuous optimization: Regularly assess and optimize your marketing strategies. Keep abreast of industry trends, evaluate campaign performance, and adapt to evolving market dynamics. A dynamic and flexible approach ensures sustained relevance.
- Customer feedback integration: Actively seek and integrate customer feedback. Understand client perspectives, address concerns, and use feedback to enhance products, services, and customer experience. Customer-centricity is a cornerstone of successful B2B marketing.
By adhering to these best practices, B2B manufacturers can navigate the intricacies of the market, build strong relationships, and accelerate revenue growth.
B2B manufacturing marketing pitfalls
B2B manufacturing marketing can be a minefield. While your product might be a marvel of engineering, you need to pay attention to key considerations. Here are some common pitfalls to steer clear of:
- Product spotlight syndrome: Don’t get blinded by specs and features. Understand your buyer’s pain points and tailor your message to showcase how your product alleviates them. Highlight cost savings, increased efficiency, and improved quality, not just technical jargon.
- Poor online presence: Ignoring the online world is tantamount to closing your doors. Modern B2B buyers research extensively online. Build a dynamic website with SEO-rich content, embrace targeted social media, and explore thought leadership content like blogs and case studies.
- Self-service gap: B2B purchasing can be intricate and requires a lot of information for customers to decide. Without adequate information, customers may get frustrated and choose another supplier with more readily available information. Make it easier for potential customers to do business with you. Offer online quoting tools, provide detailed product comparisons, and create comprehensive case studies that showcase real-world success stories.
- Silos & misfires: When sales and marketing operate in separate silos, buyers get confused and frustrated. Align your teams, share data, and present a unified front. Remember, you’re working towards the same goal: converting leads into loyal customers.
- Static marketing strategies: You need to adapt to changing market dynamics and industry trends to ensure your marketing strategies are updated. A lack of flexibility and continuous optimization may reduce effectiveness over time.
Read also: 7 Secret Dealership Marketing Tactics By The Top Guys
Conclusion
B2B manufacturers cater to businesses that outsource production to cut costs and enhance efficiency. These businesses make purchasing decisions through logical and data-driven research.
Understand your target market and trends deeply before devising a marketing strategy.
This knowledge lets you personalize content and select appropriate marketing channels that align with your clients’ needs. It’s crucial to acknowledge that client needs and market trends in the B2B industry are dynamic, necessitating technology for real-time insights into the target market.
With EngageBay, you can streamline your sales, marketing, and client support on a single platform for increased efficiency and marketing team productivity. Additionally, its CRM solution enables you to store and manage clients’ data for more personalized marketing.
