Industrial Enterprises to Boost Marketing Through 2012

Industrial marketers face the same challenges as many of their BtoC counterparts. At the top of their list is the need to develop effective marketing campaigns to interest and influence their clients. The Industrial Marketing Trends Research Report from GlobalSpec shows how enterprises in this sector plan to use marketing to improve their business outcomes.

GlobalSpec research points to the following top marketing goals:

  • Customer acquisition/​lead generation 67%
  • Brand awareness 20%

To achieve these goals, about 35% of industrial firms will increase their marketing spending. And more of these enterprises understand the importance of online marketing. About 42% will add to their online budgets this year. This is particularly true of online demand generation formats such as websites, online directories, email marketing and search engine optimization. The top online marketing choice for industrial enterprises is webinars with 68% engaging in this activity.

Part of online marketing is all about understanding the information this effort generates. So far, about 68% of industrial marketers use Web analytics to help them determine what is working for online marketing. GlobalSpec analysts point out that this effort is increasingly important in the age of social media. Well over half, 57%, of industrial marketers use social media now. The top choices are:

  • LinkedIn 73%
  • Facebook 55%
  • Twitter 40%

Only 17% of survey respondents indicated that they were satisfied with their social media effort. But with many industrial sector businesses planning to increase their marketing staff, it is likely that some will focus the additional resources to social media and integrate this work with the rest of their marketing outreach.

[Source: 2012 Industrial Marketing: What You Need to Know. Marketingmaven​.globalspec​.com. 25 Jun. 2012. Web. 15 Jul. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.