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Introduction to Industrial Marketing

  • Yashoda Gandhi
  • Nov 13, 2021
  • Updated on: Jun 03, 2022
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What is Industrial Marketing?


Industrial marketing is now known as business-to-business (B2B) marketing. Industrial marketing is the sale of goods and services from one company to another. In its most basic form, industrial marketing is B2B and involves the promotion of goods and services from one firm to another. 


Online marketing methods are frequently used in industrial marketing. Business organizations purchase items and services to achieve goals such as maximizing revenues, lowering costs, and utilizing reducing technology. 


Industrial marketing frequently entails huge orders and long-term relationships between the manufacturer and client; the procedure from initial pitch to final sale is tougher than that of business and private clients.


There is no "people" audience in industrial marketing; that is, it does not aim to focus on individuals but instead goes to other organizations that may have demanded that the first one would satisfy. 


Also Read | B2B Marketing Strategies


Consider two companies: one a manufacturer of building machinery and the other a construction firm. The second company is all about building a house, but it requires machinery, which the first company will provide.


Between 2011 and 2012, industry marketing in the United States invested significantly more time and money in information-based marketing tactics. During that time, keyword-rich blogging climbed by up to 13%.


Characteristics of Industrial Marketing


  1. Few but larger markets: Purchasers in industrial marketing are extremely limited in comparison to consumer buyers. However, these buyers frequently purchase in quantity.

  2. Better interactions: the buyer-seller relationship is significantly stronger than the consumer-buyer one.This is due to the fact that changing sellers requires a significant amount of time, money, and effort once a relationship has been established.

  3. Complicated process: The entire purchasing and selling process is a difficult one. It is necessary to obtain consent from a number of different officials.

  4. Derived demand: The demand for industrial items is derived from the demand for finished commodities marketed to consumers. If the demand for consumer goods rises, so will the demand for industrial goods, and vice versa.

  5. Demand is inelastic: Changes in the price of a product or service have little effect on demand for industrial goods and services. This is referred to as inelastic demand. It is especially useful in the short run.

  6. Demand fluctuation: Industrial goods and services demand is more volatile than consumer goods and services demand.

  7. Professional purchasers: Industrial items are frequently purchased by professionally trained agents who have a solid understanding of the products they are attempting to acquire. Customer marketing does not always have to take into account the customer being an informed bargainer. This is a distinguishing feature of the industrial markets.


Also Read | 5 Factors Affecting the Price Elasticity of Demand (PED)


Features of Industrial marketing


It's impossible to give a concise, condensed definition of industrial marketing without completely underestimating its relevance. We like to define industrial marketing as the sale of goods and services to clients. 


Nonetheless, this definition falls short of the mark. In fact, emphasising the most distinguishing elements of industrial marketing is the greatest method to describe what it genuinely is all about.


  1. Complex process


Industrial marketing necessitates massive orders and long-term connections, making the first pitch and sale more difficult. 


This is due to the fact that businesses are made up of a number of people, which means you must impress a number of people with a variety of information.The latter is clearly more enticing, but it is also a little more difficult.


  1. Longer scale cycle


Industrial marketing has a longer scale cycle that is more sophisticated. The business is built around the pitch, such as how you calculate decisions, review, and assess the process. It may appear to be time-consuming, but the end result is well worth the effort.


  1. Variety in marketing


Industrial marketing entails offering a diverse selection of products. Every product requires its unique set of marketing methods. 


To put this into perspective, selling a typical motor to a well-known company is very different from selling capital equipment to a variety of enterprises. 


The tactics you employ for motors will not work for selling huge bespoke equipment. Finally, the possibilities for marketing are limitless.


Also Read | A Guide to B2C Marketing


  1. Low market information


Consumer products have access to a wealth of database information, including client demographics. In comparison, information about industrial market niches is difficult to come by. 


Gathering valuable market knowledge, on the other hand, necessitates a significant amount of industry expertise. Consumer products have access to a wealth of database information, including client demographics. 


In comparison, information about industrial market niches is difficult to come by. Gathering valuable market knowledge, on the other hand, necessitates a significant amount of industry expertise.


  1. Advertising generally does not follow trends


In terms of industrial marketing, advertising and promotion are slightly different. It is normally quite simple to create newspaper advertisements, billboards, and films for impulsive buyers. Because of the long scale cycles, it is difficult to follow advertising trends.


Also Read | What is digital marketing?


  1. Buyers behavior


As previously noted in industrial marketing, the aim is a team as a whole, not an individual. As a result, each individual has a distinct behaviour that must be researched and emulated in order to impress the large audience. 


Communication with potential buyers is critical; email, phone, and one-on-one talks all contribute to the establishment of a commercial connection. 


With all of the effort that has been put into creating this relationship, it will be long lasting and not just for a short period of time.


  1. Bidding is compulsory


Individual consumers will either buy or not buy. Bidding is not something that the ordinary customer encounters on a regular basis. Industrial marketing, on the other hand, almost always revolves around quotes and bids.


Quotations and specifications can be hundreds of pages lengthy, describing the goods and costs down to the smallest detail. This will eventually aid in the closing of a contract.


  1. Geographical and demographics region


Industrial marketing necessitates ongoing market research into various segments, and the material must be precise. That is why typical consumer research does not work in this case. 


The most significant aspect of industrial market research is gathering information on market shares and market sizes. These can be discovered utilising qualitative methodologies, unstructured interviewing techniques, and field research. (source)


Also Read | Social Media Marketing: Working and Advantages


7 core Elements of Industrial Marketing Strategies


  1. Brand positioning


The most significant factor is your company's image in the minds of its clients. Effective positioning begins with identifying and recording your ideal-fit consumer – both at the corporate and individual human levels. 


It is then followed by the development of Positioning language that clearly articulates how you generate value for these people.


  1. Website foundation


A website is mentioned in practically every online marketing conversation. Since the website is the foundation and the face of the firm, a website is a single online location where businesses can manage all of their messaging and other information. 


With the website serving as the foundation, the firm must first set in place the necessary parts before spending on growing visitors. 


To enhance traffic CMS, Learning Center, Lead Generation Infrastructure, Lead Management Software Integration, On-Page SEO Essentials, Responsive Design are helpful.


Also Read | List of Digital Marketing Channels for Businesses


  1. Technology stack


There are dozens of marketing and sales software solutions available, covering everything from search engine optimization and website optimization to email marketing and cold prospecting. 


3rd core element technology stack There are also a number of nice ones. But, given we're talking about the foundation of your marketing plan, we feel there are three critical pieces of software you must have in place. They are as follows:



  1. Content Strategy


“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” - Joe Pulizzi


Unless your firm offers widgets or mostly commoditized items (which isn't the case for the majority of manufacturing organisations we counsel), your prospective consumers will most likely go through a lengthy purchasing process that might span days, weeks, months, or even years.


  1. Lead Generation


All of the aspects discussed above have led us to where we are today and how we will raise awareness and involvement among those individuals. There are three approaches to Core Element number five – Lead Generation:



  1. Pipeline management


What occurs after the lead is generated is referred to as pipeline management. This sixth Core Element has two sides:



  1. Data Analysis


In today's environment, where we have access to so much wonderful data. The trick is to figure out how to use it. 


Data Analytics entails evaluating and interpreting data to find significant insights, sharing the most relevant information to our sales teams, and using it to steer the continual improvement of our business development plans in collaboration with Sales.


To conclude our discussion, we have reviewed in depth the aspects, characteristics, and essential parts of industrial marketing, allowing us to conclude how industrial marketing has influenced people all over the world. And the significance of it.

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