industrial marketing blend

The Industrial Marketing Customer Blend

Recently, Conach has been fortunate in acquiring several new clients, mainly in the industrial market. As part of our discovery phase, we help new clients develop a database of potential customers. When working on this list, we always consider the industrial marketing customer blend. Of course, the blend of potential customers is made up of different qualifications for each client, but there are common areas we review:

Markets in the industrial marketing blend 

First, we need to consider the markets our clients will target in the campaign. Initially, we start with the current customer base. Most clients haven’t captured the amount of market share with the customers they serve. By delving deeper into the markets you have experience in, suppliers can build sales more efficiently. Obviously, new markets are a target for any campaign. Expanding into other industries might not bring sales as quickly, but it will diversify your customer base. This approach to an industrial marketing blend can stabilize a sales rollercoaster and minimize dependency on gorilla customers.

Customer qualifications

In order to maximize efficiency and effectiveness in your sales and marketing program, it is essential that you qualify your industrial marketing blend. These qualifying factors help to develop a database of the best potential customers. These qualifiers include:

• Sales volume minimum and maximum               • Number of employees 

• Square footage of facility                                             • Decision maker title 

Your industrial marketing blend sales area

Expanding the territory you do business in opens the opportunity for new customers and sales. This expansion needs only to cover an area that you can work profitability. You have many options when developing a sales area. You can narrow it geographically by:

• Country                      • State

• County                       • Radius from your address

If you follow this qualification method for your industrial marketing blend, you have a database of potential customers who are more likely to want your services or products. This factor is critical to not wasting time and costs in your lead generation program.

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketingfinancial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information, visit or contact us or call 989.401.3202.

Leave a Comment