Industrial Lead Generation
Industrial and commercial audiences are tough crowds.
Very knowledgeable and often working in teams, these buyers analyze purchases in terms of benefits measured in dollars or as a return on investment. The products and services they’re after usually have to meet many thorough specifications often solicited by formal Request for Information (RFI) and Request for Quote (RFQ).
And the more complex and higher priced the products and services are, the longer the sales cycles.
This means the advertising and selling strategies to convert industrial and commercial prospects to purchasers also become more complex and more specific to the situation. The strategies that worked to market standard door hinges bear no resemblance to the strategies used to market large custom machines.
This is because the longer the sales cycle, the more time “research” takes up in the industrial or commercial buyer’s purchasing process.
Longer sales cycles
When the sales cycle is long, staying top of mind, earning trust, and qualifying your business are all essential steps in the process. Successfully catering to these steps is critical. The industrial buyer needs to feel consistently well served in order to gain confidence in your brand.
Persuading your industrial prospects to purchase requires the partnership of your marketing and sales teams working together to deliver your prospects the right message, in the right place, at the right time – when and where your audience is expecting to find it. It’s a coordinated effort that takes industry experience and understanding of what each (sales and marketing) can do to support the other.
Our Approach
Brand Building & Lead Generation – Becoming a known and trusted brand takes consistent effort over time. Consistent brand messaging, both online and offline, builds recognition, familiarity and trust. Leads can be generated from wherever your brand’s message is being served including online display advertising, social media, video, email, industry tradeshows and trade publications & directories to drive quality prospect traffic to your website.
Lead Capture – Once a prospect shows an interest in your products or services, you need a way to convert that individual into a lead. We use landing pages to capture leads – to convert those clicks or website visitors into sales leads.
Lead Qualification & Nurturing - After a lead comes in is typically when lead qualification takes place and an outbound phone call is made by a sales team member to qualify the prospect and determine if the new lead is worthy of continued follow-up. Once qualified, sales and marketing work together to continue to engage with the prospect by phone, email, in-person and online by supplying relevant information to move the prospect further along the sales pipeline.
Lead Engagement - At some point in the sales process, your lead will reach a high-level interest in your offering. That lead might request a demo, a needs analysis, a formal presentation or any other expression of engagement. Again, by working together sales and marketing can ensure the appropriate materials are prepared to close the sale.
Talk to us for help with your industrial lead generation efforts
Convert industrial and commercial prospects to purchasers with more complex and specific advertising and selling strategies The Brand Pilots can help guide.