How the b2b marketing function has evolved for industrial brands

Industrial B2B marketing success for 2022

As the B2B marketing function takes on more responsibility and ownership of CX (Customer Experience); understanding the influence it has on company growth is critical to success.

The role of the B2B marketing function has undergone a huge transformation over the last ten years. Once the leading function of brand communications and lead generation campaigns, many of today’s industrial marketers are responsible for every aspect of CX, supporting technologies, customer data, strategic account growth, and ultimately, impact on the bottom line.

Today, thought must be given to customer segmentation, the behavioural characteristics of buyers, and market sentiment. Over the last few years, industrial brands have become much more customer-centric — and a lot of that gets directed back to the key elements that operate under the banner of CX.

Leading the charge in CX

The B2B marketing function is required to lead the charge or at least play a major role in CX, and that’s driving industrial marketers to develop a much deeper understanding of key purchasing drivers, such as:

• product availability,
• customer service,
• reliable supply,
• consistent quality,
• traceability, and
• technical support.

There’s no longer an option to operate without a powerful insight engine. You can’t be customer-centric if you don’t understand your customers and the holistic reality of the markets they serve.

Our team works hard to understand the industrial companies we deal with, their customers, markets, products, and service offerings. We help you dig deep and ask key questions. We use a proven B2B marketing research process that will help industrials measure and improve CX, gauge customer satisfaction, launch new products, target new markets, acquire new customers, retain existing customers, and much more.

Tailored Marketing Research for Industrial Brands

Industrial marketers are re-embracing a more intelligent approach to research and strategy, based on deeper insights – designed to be dynamic and adaptable. The last few years have made it clear markets can change very quickly. Industrial brands that won’t modify their marketing strategies will continue to struggle.

The increased costs to acquire new customers can be high, so identifying and keeping the right-fit customers has become much more important for industrial brands. Your customers and prospects are looking for useful and relevant information to help solve their business challenges. And the quicker your brand can connect what you offer back to these challenges the more business you will win, not to mention long-term loyalty.

To achieve this, tailored marketing research followed by winning marketing strategies will be critical. At Industrial Ideas, we specialise in designing B2B industrial marketing research studies for industrial brands. We will help you better understand your customers and the markets they serve to then deliver your brand promise in a compelling way. It all starts with digging deep, asking the right questions, and generating winning marketing strategies. And that’s what we call “impacting the bottom line”.

If you’d like some help with your approach to industrial marketing, let’s chat.

Download: Industrial Marketing Research Guide

Other Reading: In market research, use numbers with caution

INDUSTRIAL MARKETING
RESEARCH GUIDE

Learn how to uncover key insights to assist with your marketing strategy, planning, and campaign execution. We’ll help you lay the foundation to develop an effective research strategy by selecting the appropriate approach.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.