Assembling the Industrial Marketing Process
Hopefully, you have your 2021 industrial marketing process up and running. If not, it’s not too late. In fact, it’s never a bad time to begin a marketing process. Now in my blog, The Financial Marketing Definition, I make the case that marketing is part of the new business development process, but for the sake of brevity, I’ll refer to it as the industrial marketing process rather than the industrial new business development process. To engage the process, you first need to understand the components that make up each part of the program: marketing, lead generation, and sales.
Marketing components in the industrial marketing process
Marketing is the strategic portion of the program. In it you determine your best potential customers and profitable sales area. Next, you develop your lead generation campaign based on potential return and budget. Then, you create your company brand and messages. Finally, you assemble the team to produce, implement, and manage your industrial marketing process.
Lead generation tactics in the industrial marketing process
The lead generation part of the process involves reaching out to potential customers through various channels. Overall, the channels build brand awareness and generate leads in the markets selected to target. This component of the industrial marketing process needs to be ongoing to be effective; once is not enough to produce meaningful results. It is important to remember that the lead gen part ends when the lead comes in and is turned over to sales.
Sales process in the industrial marketing process
The sales portion engages when you get a lead. During this phase, the sales team follows up with the prospect, nurtures the relationship, develops and presents your proposal, and closes the sale. Consequently, you need to have a library of sales tools that your team can use throughout the industrial marketing process.
When you view the industrial marketing process as a way to grow new business through these three parts, you’ve assembled an integrated and proactive program. Because of this approach, your team can support each other and your bid wins will increase.
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.
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 financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.For more information, visit conachmarketing.com or contact us or call 989.401.3202.