Marketing is a tricky thing. Like business itself, it differs depending on the audience and their needs. Once understanding those differences, you’ll be able to grow your business.
Marketing doesn’t work.
Probably not the introduction you expected for an industrial marketing article. However, it’s a statement we hear from industrial companies on a regular basis. Many small to medium sized industrial businesses are hesitant to invest in marketing efforts simply because they fail to see any measurable return on investment. In many cases, though, industrial companies view marketing through a more traditional B2C lens, which is a problem, since industrial marketing and consumer marketing are two very different animals. Confusing one with the other results in wasted resources, so it’s easy to understand why some industrial businesses distrust marketing altogether.