Industrial marketing, learn its strategies here!

La industry marketinghe is a form of business and communication which directly involves two companies, in this article we will show you how it works.

industry marketing

The market between companies at an industrial level consists of a procedure in which two companies establish communication and business through certain strategies designed especially for that purpose. It represents immediate solutions that seek to establish a commercial relationship between two companies, where the union between both organizations is consolidated.

These companies do not focus on the final consumer but simply on other companies that carry out commercialization, promotion and marketing tasks. In the same way, relationships are formed where one of the companies dedicates a high percentage of its production to offering products and services to another company.

To learn more about this type of strategy, we invite you to read the article Content Marketing Examples where related contents are explained in detail.

How to make such a strategy?

In European countries and the United States this type of procedure is called B2B (Business to business). Which is carried out looking for potential clients who can acquire certain equipment, products and machinery; The process consists of identifying the companies that are linked to the products that are manufactured.

Application of marketing strategies

A market study is then carried out where the potential companies that can count on the acquisition of products offered by another company are located by segments. Subsequently, the buyers are identified by relating them to the product that they wish to offer.

Various clients appear to whom the merchandise will be offered by applying marketing strategies. The industrial marketing process begins, where the campaign is prepared to promote and establish the business, in this part the digital marketing specialists come into play.

Tools such as Google AdWords are then used to seek increased organic web traffic, which is a very common and consistent audience, which is obtained without the need to pay for SEM positioning. In the industrial marketing strategy, resources and personnel are invested to draw the attention of potential customers found on the network.

The clients

With the application of a tool called inbound marketing, it is possible to obtain value in the products to present it in a very striking way to a group of specific clients who need equipment and industrial merchandise. The campaign is carried out in a similar way as it is done for the positioning of commercial products.

The first clients arrive with visits to the page and the respective platforms, where the consultants who promote the product come into play and the first sales are consolidated. Subsequently, the relationship between both companies is generated to seek the consolidation of the industrial marketing process.

Post sale

The businesses related to this type of procedures are totally different from the commercial relations between producer and consumer. In this case, it is a negotiation and communication between two companies, one producer of input machinery and even distribution of raw materials, and the other which is responsible for using them for the sale of its services and final products.

The process is carried out thanks to the marketing strategy which is vital to develop and plan the business very carefully, seeking to establish bonds that last for a long time. They are also part of one of the digital marketing tools.

Services

This type of strategy is more than a business, it is considered a corporate way of establishing a relationship for sales, in such a way that it is used to carry out large-scale strategic plans, consolidating projects where large companies and industries are involved.

The project is aimed at companies and not at people, so managerial and organizational procedures must be applied, aspects related to the organization of methods and application of procedures for selling in large quantities are also considered. Another relevant aspect of industrial marketing that helps to get potential clients and consolidate a unique audience, which is looking for an industrial-type brand that allows them to carry out their long-term plans and projects.

In this way, they look for specific approaches and with certain characteristics, which leads to establishing the consumption of the product, which has been projected for an operating plan. It also values ​​the benefits that the other company will have after acquiring the product, marking the differences between a before and an after, the strategy allows locating a specific audience, where future clients, which are determined as companies or firms, really understand why serve the product offered.

In order to expand the information provided in this article, we invite you to click on the following link Influence marketing  where you can supplement this information.

Why is it important to do it?

Today the presence on the internet is essential for large companies that are responsible for manufacturing products for the industry, it is also believed that it is a way to achieve and adapt to new negotiation strategies. But industrial marketing is a broader form that seeks non-traditional customers on the web.

This strategy is also called industrial marketing, and as we know it is applied only when a company looks for another to offer its products, then it seeks to maintain its service and production levels, as the case may be.

The importance of industry marketing is that it adapts to a totally different approach to the one implemented for B2C-type businesses (Business to the consumer), from the digital point of view using web platforms. So each sales process at this level is long and different.

The negotiated products receive a different treatment from traditional products, the criteria are more objective and the brands dedicate time and resources in the elaboration of very specific materials and machinery. Another important aspect is that business and communications are carried out only through professionals in various areas.

Both companies negotiate the contracts, after conducting thorough investigations of each company involved. In the case of the production company, it verifies the profile and status of the purchasing company through marketing strategies.

This, on the contrary, carries out exhaustive analyzes in the process of how the products that you want to buy are manufactured. So it becomes a procedure that takes a few months and days for approval, and although it seems somewhat suspicious, it turns out to be the opposite of what many think; After making the first negotiation and having passed the industrial marketing procedure, trust is generated between both companies.

Learn more about the strategies related to this tool by reading the article marketing objectives, where related aspects are described.

Difference with consumer marketing

Both strategies have very similar principles, however there are particularities that are characteristic of the industrial market. The relationship between clients is totally different, business is a little slower, relationships are more reliable, however we detail other specific differences:

• Buyers are not as bulky or as readily available.
• The number of buyers is concentrated in most cases, in the amount of purchases in the sector.
• The relationship between buyers and sellers lasts for years, unlike the relationship between commercial purchases, where it only lasts a few months and even hours.
• There is no uniform demand, it is variable but reliable, so that companies offer their products in industrial markets to have little impact on the final purchase of their products.
• Traders must use different strategies than those carried out in B2C-type markets.
• Prices vary very little, sales are always guaranteed and therefore the product does not vary in price as it happens with commercial products.
• During the relationship in the industrial marketing process, the purchasing processes are carried out by more than one person, which, as we said before, must be carried out by professionals in various areas.

Inbound Application

This procedure is a type of strategy that is part of digital marketing, which considers the interests and requirements. It is developed through the implementation of a pedagogical content to seek value contributions, in the case of industrial marketing, it is applied in order to seek the business union between two companies.

Inbound allows users and potential customers to find what they are looking for on the web. So it is very interesting for industrial companies to establish it as a good way to alternate with industrial marketing tools, allowing them to offer a variety of content that serves as vital information for those interested.

Among the advantages of applying inbound marketing are the increase in web traffic to the corporate portal, growth in sales and promotion opportunities, positioning of an industrial brand, balance in commercial and industrial units. However, strategy becomes vitally important when combined with positioning elements.

Service types

Industrial marketing focuses on the promotion of products, machinery and supplies according to customer needs. Its production and the development of productive activities in each of the areas is totally different from the processes that are carried out in service companies and massive products.

For this reason, it focuses its strategies on offering and highlighting the technical specifications of a product in relation to its sale, that is, it directs its campaign towards a group of business-type clients who need to market their brands through quality products where they can create in buyers security for their consumption.

In this sense, buyers are very demanding regarding quality, technical specifications, resistance of materials, among other options, and they also request information related to statistics, graphs, diagrams; in this way understand and know everything related to the product you want to purchase.

Industrial marketing is then understood as a process where it not only offers and positions a brand, but also maintains guidance, consulting, equipment and machinery maintenance services for its client; however, depending on the type of product, it can offer the following services:

• Offer spare parts and technical services.
• Post-sale advice.
• Availability of technicians and specialists.
• Instalation and maintenance.
• Guarantees and security.
• Brochures and operation manuals.
• Product magazines and catalogues.
• Placement of promotion in professional publications and magazines related to the field.
• Events and training days for the technical staff of the purchasing company.
• Corporate talks related to the product brand.

Examples

After knowing how industrial marketing works, you want to know how this type of business affects or benefits ordinary citizens. Several examples can be taken with the following: if an entrepreneur has several bakeries and has various suppliers that offer him, apart from the raw material (flour), various products such as soft drinks, juices, delicatessen, etc.

The business owner makes the decision to acquire the products that he considers to be of the highest quality and trust for his clients. Industrial marketing comes into play when the client decides to consider which product is the most suitable for his business, another example may be the following:

A person has a company that manufactures shelves for shops and industry, which is a type of heavy product and not very easy to move. Therefore, he must have some machinery that allows him to move it in the sheds or warehouses, for that he must contract or acquire lifting machines or mini cranes, then he establishes a leasing type contract with another company.

Summary

The purchasing relationship established between the parties when the industrial marketing strategy is specified allows direct communication without intermediaries to be considered. The contracts are made for the long term where trust is one of the ways they help promote and establish a lasting relationship.

When the negotiation and communication channels are shortened, more cohesive interactions can be established in order to seek rapprochement between the two organizations. Promotional strategies in industrial marketing involve very different promotions than digital marketing, such as exhibitions, trade fairs and participation in corporate events.

We see then that it is not aimed at a common public, but directly linked to the companies that manage and process other products. So it is a somewhat complex type of marketing, where the rules of promotion must be clear, they must not be confused or mixed with marketing strategies for mass consumption products or common marketing products.