However, as far as marketing is concerned, it has always been a very static sector but with great potential to be exploited. This is because it is a sector in which the client analyzes and searches for a lot of information before purchasing a product or service, due to the complexity of these. In this sense, Inbound Marketing is ideal for generating leads in the industrial sector.
For reasons like these, one of the main objectives of the industrial sector has to be to generate leads through quality content so that users identify the brand as a partner that will help them not only to make the purchase decision, but also in any need.
Below we explain in detail how to generate leads in the industrial sector.
How to generate leads in the industrial sector
Detect business opportunities
Before starting any strategy or campaign, it is important to detect business opportunities. Find potential clients and design strategies exclusively designed for them to generate interest and capture their attention .
These business opportunities in the industrial sector can be obtained in different ways:
With telemarketing
Through professional networks such as Linkedin
Advertisements
Etc.
It is about introducing yourself to the different contexts and situations of the market to gain visibility and attract users.
Alignment of marketing and sales departments
It may seem obvious, but in many companies these two departments do not work together, causing information and business opportunities to be lost.
Marketing and sales working together is a way to gmx email list maximize resources, carrying out aligned campaigns that help close a greater number of sales.
For example, if a customer is about to make a sale, but backs out at the last minute, the sales department can communicate this to the marketing department, who can prepare an exclusive campaign for that customer to secure the sale.
Manage generated leads well
Once you have obtained leads, that is, user data, they cannot simply remain in a database, but must be used to their advantage. To do this, segmenting the database and personalizing campaigns and messages is of utmost importance to capture the user's attention and guide them through the entire purchasing process.
Strategies to generate leads in the industrial sector
Now that we have the groundwork prepared, it is time to create the strategies to generate these leads.
Segmentation of your database
When we talk about database segmentation, we are referring to dividing it according to criteria. For example, depending on the phase of the funnel, sector, type of company, etc.
Segmenting the database allows us to carry out marketing campaigns and strategies that adapt to the needs of each of them. It is a way of ensuring that they receive valuable and interesting information.
Social selling
One of the best ways to sell in the industrial sector is to use LinkedIn. This social network allows you to create relationships with other professionals in the same sector or other sectors who may be interested in your services or products to promote collaborations or find clients.
Cold calling has always worked very well in this sector and is a resource that cannot be ignored even today.
Account Based Marketing (ABM)
As we have mentioned in previous paragraphs, ABM is based on the unification of the marketing and sales departments. These two departments work together to define accounts, identify contacts, nurture them through personalized actions and boost conversion.
ABM strategies revolve not so much around obtaining leads, but rather around making the most of the leads obtained by nurturing them and guiding them throughout the sales process by carrying out different actions that will provide us with relevant information about the user and we will be able to further personalize the strategies to be carried out.
Content Marketing
Content marketing is one of the strategies that works best today. Content helps to position through the use of keywords related to the sector. In addition, your company's blog can be a space where you can provide valuable content for users and answer all their questions, thus positioning yourself as a specialist or expert within your sector.
Powerful website
A well-optimized website is the key to getting traffic and making your company visible. A company's website is its showcase . It's where you can explain what you do, how you do it, why you do it, and where users can identify with you.
Web positioning
A well-optimized website helps improve your web positioning in search engines. Appearing in the first search results is a way to gain visibility, brand reputation, web traffic… and, consequently, more sales opportunities.
Video Marketing
More than 60% of companies use video as a marketing resource to present their products, services or brand. Using videos within your Inbound Marketing strategies will help you achieve greater visibility and reach many more users since they are easier to share.
In addition, with Google's new algorithm , videos in search engines prevail over text, and are better positioned. You should keep in mind that we remember 80% of what we see, only 20% of what we hear and 10% of what we read.
Events
Attending events such as trade shows, conferences, symposiums, etc. is a good way to network. Meeting other professionals in the sector will help you exchange ideas, opinions and grow as an expert within your sector. It's a bit like doing what you would do on LinkedIn, but face to face.
And you, how do you sell in the industrial sector? At Ipanema, as marketing specialists for the B2B sector, we can help you. Contact us and have a coffee.
