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Industrial Marketing 101

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Matt Johnson
Matt Johnson

In this presentation, Matt Johnson, Chief Creative Officer at Safety Marketing Services, shares about how the industrial buyer journey has changed. How can the industrial B2B sector adapt to meet the needs of millennial buyers? What's a proven strategy for reaching industrial end users? Learn more.

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INDUSTRIAL MARKETING 101 Understanding the NEW Buyer’s Journey
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Matt Johnson Chief Creative Officer / General Manager Safety Marketing Services @growwithsms
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Industrial Marketing 101 Our Agenda PART 1 Understanding the Buyer’s Journey and Developing Marketing Personas PART 2 Three Things Every Supplier and Distributor Needs to Do PART 3 Creating a Marketing Strategy that Reaches End-Users ☑ ☑ ☑
Part 1
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey The Way We Live Has Changed 1990’s 2000’s 2010’s Hours Worked 9-5 8-6+ Whenever Office 4 Walls Open Cubicles iPhone Internet None Email and Web Research Everything in the Cloud Learn About Products Trade shows, Ads, Catalogs, Sales reps Trade shows, Ads, Catalogs, Sales reps, and Google Trade shows, Ads, Catalogs, Sales reps, Google, and Social Media
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey The Old Marketing Playbook is Permanently Broken 86% skip TV ads 91% unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey How Does a Stranger Become a Customer TODAY? ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Developing Marketing Personas Who Is Your Ideal Customer and Where Are They? Office Alice Safety Sam Big Box Ben Electrical Erin Government Guy Petroleum Pete HR Erica Purchasing Paula Contractor Carl Factory Francis
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Background: Dan is an Independent industrial distributor. He sells industrial supplies to end-users through personalized service and supply chain consolidation. Challenges: Dan’s clients need a comprehensive product selection, special pricing, personalized service, education, and easy ordering process. History: Over the past 10 years, the industrial market has diversified, commoditizing equipment and supplies with the emergence of larger MRO and online competitors. Problem: Dan has limited sales and marketing resources, and he needs to effectively communicate the value proposition of the local supply chain specialist i.e., education, superior customer service, and personalized service. Solution: NetPlus Alliance helps Dan establish trusted relationships with industry sup- pliers and educate his sales staff with detailed training. SMS helps Dan get his message out to the right end-users (attract and convert) and maximize sales (close and delight). Distribution Dan Developing Marketing Personas Every Persona Has a Story
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Question How has the Industrial Buyer’s Journey changed over the past 10 years? Question Are cold calls, cold emails, and trade shows still effective mediums for creating qualified leads? Question Why is developing Marketing Personas an important discipline to implement in your marketing strategy? Understanding the Buyer’s Journey and Developing Marketing Personas Reflect...
Part 2
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Pillars of Delight Communication EducationInnovation
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 1. Consistently Innovate ▷ Establish New Product Strategy Around Personas ▷ Suppliers: Create distributor tools that make it easy to sell your products and place orders ▷ Utilize emerging technology to make processes faster and less confusing ▷ Distributors: Launch new services that reduce end-user costs and solve problems
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 2. Communicate a Consistent Value Proposition ▷ Have a thoughtful mission and vision. Success is a by-product of purpose, not a mission. ▷ Ensure your current brand (logo and collateral) visually communicates that mission. ▷ Consistently communicate across ALL mediums: website, email, social, and print. ▷ Get sales and marketing talking to each other.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 3. Educate in Every Stage of the Buyer’s Journey ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear?
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear? AHHHH!
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear? ▷ Not spiders! It’s Crickets! ▷ AKA Silence ▷ Awkward Pauses ▷ Boring Presentations ▷ Lack of Engagement
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do If You Don’t Have Anything Nice to Say... Nobody listens to me. ▷ What you say: “We offer the best prices.” ▷ What they hear: “Our quality sucks.” ▷ What you say: “Our products are the best!” ▷ What they hear: “I want ALL your money!”
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Marketer Max (AKA Mad Max) This is Marketer Max. Max is obnoxious. Don’t be like Max.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Marketer Mike (AKA Mr. Trustworthy) Comprehensive Guide to Electrical Maintenance This is Marketer Mike. Mike is cool. He educates his customers. Be like Mike.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do The Pillars of Delight Build Trust Communication EducationInnovation ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring ▷ Build trust ▷ Always have something to tell your customers ▷ Become the expert in your industry or category ▷ Build amazing relationships with your customers that last!
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Question What are some ways that your company is being innovative? Question How is your brand and value proposition presented? What are some ways to get more consistent? Reach new platforms? Question Why is educating your customers along every stage of the buyer’s journey so important? What are you doing now to educate? Three Things Every Company Needs to Do Reflect...
Part 3
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users Market to Every Stage of the Buyer’s Journey ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey “The Silent Salesperson” “The Mothership” A Marketing Strategy that Reaches End-Users MARKETING 101: Websites and Catalogs
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users ATTRACT: Tradeshows and SEOs ▷ Build a list of keywords around personas ▷ Think long-tail, not short-tail ▷ What, you don’t blog? Not social? ▷ Write content around your keywords. ▷ Measure, track, tweak, repeat. ▷ Crappy, messy booths with people sitting around don’t get traffic.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CONVERT: Blogs, CTAs, Landing Pages, and Forms
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CONVERT: Creating Content that Educates! ▷ Center your Blog Articles, Social Posts, and Emails around Educational Content - not specific products! ▷ Attract visitors by creating content that SOLVES PROBLEMS. What questions are they asking Google? ▷ Landing Pages and CTAs only work when the content is unique, relevant, and helpful.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Now that you have a lead, what next? “SELL, SELL, SELL!”
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Now that you have a lead, what next? No, No, No!
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Nurture your lead with email workflows ▷ “If” they did “this”, then they get “this” ▷ Turn a MQL into a SQL ▷ How do you know when they’re ready? ▷ When they intiate the buying decision!
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users DELIGHT: Surveys, Smart Content, Social Monitoring ▷ Ask customers to participate in surveys to better understand your personas ▷ Create “smart content” that changes based on “who’s” viewing your pages ▷ Keep track of customers on social media and engage them.
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users Reflect... Question How is your company doing with SEO? Is there an intentional strategy to identify keywords and move up in the rankings? Question What is your email marketing strategy? Product-driven or focused on nurturing your lead towards a buying decision? Question What is a good Content Offer that your marketing team could center an Inbound campaign around? White paper? Report? Video?
Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Matt Johnson Chief Creative Officer / General Manager Safety Marketing Services Questions? email matt.johnson@growwithsms.com | call 352.593.2145

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Industrial Marketing 101

  • 2. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Matt Johnson Chief Creative Officer / General Manager Safety Marketing Services @growwithsms
  • 3. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Industrial Marketing 101 Our Agenda PART 1 Understanding the Buyer’s Journey and Developing Marketing Personas PART 2 Three Things Every Supplier and Distributor Needs to Do PART 3 Creating a Marketing Strategy that Reaches End-Users ☑ ☑ ☑
  • 5. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey The Way We Live Has Changed 1990’s 2000’s 2010’s Hours Worked 9-5 8-6+ Whenever Office 4 Walls Open Cubicles iPhone Internet None Email and Web Research Everything in the Cloud Learn About Products Trade shows, Ads, Catalogs, Sales reps Trade shows, Ads, Catalogs, Sales reps, and Google Trade shows, Ads, Catalogs, Sales reps, Google, and Social Media
  • 6. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey The Old Marketing Playbook is Permanently Broken 86% skip TV ads 91% unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
  • 7. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Understanding the Buyer’s Journey How Does a Stranger Become a Customer TODAY? ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
  • 8. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Developing Marketing Personas Who Is Your Ideal Customer and Where Are They? Office Alice Safety Sam Big Box Ben Electrical Erin Government Guy Petroleum Pete HR Erica Purchasing Paula Contractor Carl Factory Francis
  • 9. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Background: Dan is an Independent industrial distributor. He sells industrial supplies to end-users through personalized service and supply chain consolidation. Challenges: Dan’s clients need a comprehensive product selection, special pricing, personalized service, education, and easy ordering process. History: Over the past 10 years, the industrial market has diversified, commoditizing equipment and supplies with the emergence of larger MRO and online competitors. Problem: Dan has limited sales and marketing resources, and he needs to effectively communicate the value proposition of the local supply chain specialist i.e., education, superior customer service, and personalized service. Solution: NetPlus Alliance helps Dan establish trusted relationships with industry sup- pliers and educate his sales staff with detailed training. SMS helps Dan get his message out to the right end-users (attract and convert) and maximize sales (close and delight). Distribution Dan Developing Marketing Personas Every Persona Has a Story
  • 10. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Question How has the Industrial Buyer’s Journey changed over the past 10 years? Question Are cold calls, cold emails, and trade shows still effective mediums for creating qualified leads? Question Why is developing Marketing Personas an important discipline to implement in your marketing strategy? Understanding the Buyer’s Journey and Developing Marketing Personas Reflect...
  • 12. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Pillars of Delight Communication EducationInnovation
  • 13. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 1. Consistently Innovate ▷ Establish New Product Strategy Around Personas ▷ Suppliers: Create distributor tools that make it easy to sell your products and place orders ▷ Utilize emerging technology to make processes faster and less confusing ▷ Distributors: Launch new services that reduce end-user costs and solve problems
  • 14. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 2. Communicate a Consistent Value Proposition ▷ Have a thoughtful mission and vision. Success is a by-product of purpose, not a mission. ▷ Ensure your current brand (logo and collateral) visually communicates that mission. ▷ Consistently communicate across ALL mediums: website, email, social, and print. ▷ Get sales and marketing talking to each other.
  • 15. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do 3. Educate in Every Stage of the Buyer’s Journey ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
  • 16. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear?
  • 17. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear? AHHHH!
  • 18. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey What’s Sales & Marketing’s Worst Fear? ▷ Not spiders! It’s Crickets! ▷ AKA Silence ▷ Awkward Pauses ▷ Boring Presentations ▷ Lack of Engagement
  • 19. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do If You Don’t Have Anything Nice to Say... Nobody listens to me. ▷ What you say: “We offer the best prices.” ▷ What they hear: “Our quality sucks.” ▷ What you say: “Our products are the best!” ▷ What they hear: “I want ALL your money!”
  • 20. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Marketer Max (AKA Mad Max) This is Marketer Max. Max is obnoxious. Don’t be like Max.
  • 21. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do Marketer Mike (AKA Mr. Trustworthy) Comprehensive Guide to Electrical Maintenance This is Marketer Mike. Mike is cool. He educates his customers. Be like Mike.
  • 22. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Three Things Every Company Needs to Do The Pillars of Delight Build Trust Communication EducationInnovation ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring ▷ Build trust ▷ Always have something to tell your customers ▷ Become the expert in your industry or category ▷ Build amazing relationships with your customers that last!
  • 23. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Question What are some ways that your company is being innovative? Question How is your brand and value proposition presented? What are some ways to get more consistent? Reach new platforms? Question Why is educating your customers along every stage of the buyer’s journey so important? What are you doing now to educate? Three Things Every Company Needs to Do Reflect...
  • 25. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users Market to Every Stage of the Buyer’s Journey ATTRACT PRINTED CATALOGS ECOMMERCE WEBSITE Strangers Visitors Leads Customers Promoters CONVERT CLOSE DELIGHT SEO Blogging/Social Trade Shows Forms Calls-to-Action Landing Pages CRM Email Workflows Sales Calls Surveys Smart Content Social Monitoring
  • 26. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey “The Silent Salesperson” “The Mothership” A Marketing Strategy that Reaches End-Users MARKETING 101: Websites and Catalogs
  • 27. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users ATTRACT: Tradeshows and SEOs ▷ Build a list of keywords around personas ▷ Think long-tail, not short-tail ▷ What, you don’t blog? Not social? ▷ Write content around your keywords. ▷ Measure, track, tweak, repeat. ▷ Crappy, messy booths with people sitting around don’t get traffic.
  • 28. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CONVERT: Blogs, CTAs, Landing Pages, and Forms
  • 29. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CONVERT: Creating Content that Educates! ▷ Center your Blog Articles, Social Posts, and Emails around Educational Content - not specific products! ▷ Attract visitors by creating content that SOLVES PROBLEMS. What questions are they asking Google? ▷ Landing Pages and CTAs only work when the content is unique, relevant, and helpful.
  • 30. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Now that you have a lead, what next? “SELL, SELL, SELL!”
  • 31. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Now that you have a lead, what next? No, No, No!
  • 32. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users CLOSE: CRM, Email Workflows, and Sales ▷ Nurture your lead with email workflows ▷ “If” they did “this”, then they get “this” ▷ Turn a MQL into a SQL ▷ How do you know when they’re ready? ▷ When they intiate the buying decision!
  • 33. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users DELIGHT: Surveys, Smart Content, Social Monitoring ▷ Ask customers to participate in surveys to better understand your personas ▷ Create “smart content” that changes based on “who’s” viewing your pages ▷ Keep track of customers on social media and engage them.
  • 34. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey A Marketing Strategy that Reaches End-Users Reflect... Question How is your company doing with SEO? Is there an intentional strategy to identify keywords and move up in the rankings? Question What is your email marketing strategy? Product-driven or focused on nurturing your lead towards a buying decision? Question What is a good Content Offer that your marketing team could center an Inbound campaign around? White paper? Report? Video?
  • 35. Industrial Marketing 101  |  Understanding the NEW Buyer’s Journey Matt Johnson Chief Creative Officer / General Manager Safety Marketing Services Questions? email matt.johnson@growwithsms.com | call 352.593.2145