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Industrial Marketing & Sales in a Digital Age

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The participation of sales, technical and marketing personnel in the development and implementation of an internet-based communications strategy that represents the company’s expertise in the format of education and information-sharing via various web-based tools will yield brand awareness, brand credibility and brand loyalty, while potentially shortening sales cycles. 

Product Number: 41212-672-SG
Author: Nicci Eisenhauer
Publication Date: 2012
Industry: Coatings
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The participation of sales, technical and marketing personnel in the development and implementation of an internet-based communications strategy that represents the company’s expertise in the format of education and information-sharing via various web-based tools will yield brand awareness, brand credibility and brand loyalty, while potentially shortening sales cycles. Using a balanced mix of traditional marketing tactics employed more effectively to drive traffic to informational venues such as blogs, forums and the corporate website for information in the spirit of furthering the industry will not only prove expertise, but also demonstrate customer focus — while ultimately converting prospects to digital media and reducing traditional marketing costs and developing permission-based relationships. Quantification of results is best measured in quality of new relationships versus quantity as well as number of conversions from communicator to purchaser. The new age of marketing communications is based on “thought leadership”, and technical and industrial industries are the perfect markets for this manner of promotion.

The participation of sales, technical and marketing personnel in the development and implementation of an internet-based communications strategy that represents the company’s expertise in the format of education and information-sharing via various web-based tools will yield brand awareness, brand credibility and brand loyalty, while potentially shortening sales cycles. Using a balanced mix of traditional marketing tactics employed more effectively to drive traffic to informational venues such as blogs, forums and the corporate website for information in the spirit of furthering the industry will not only prove expertise, but also demonstrate customer focus — while ultimately converting prospects to digital media and reducing traditional marketing costs and developing permission-based relationships. Quantification of results is best measured in quality of new relationships versus quantity as well as number of conversions from communicator to purchaser. The new age of marketing communications is based on “thought leadership”, and technical and industrial industries are the perfect markets for this manner of promotion.

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