Industrial Firms Ramp Up Online Marketing

Like all businesses, industrial firms are looking for better ways to find new clients and to hang onto existing clients.  Companies in the industrial sector primarily engage in B2B marketing as they promote products  ranging from capital goods to construction equipment to aerospace technology. While it might seem that their product lines are associated with the old economy, it would be a mistake to assume that these companies are sticking with old media.

A recent survey by Global Spec reveals the top marketing goals and challenges for this sector in 2010 are as follows:

  • Primary marketing goals: Acquire more customers and generate leads
  • Primary marketing challenges: Lack resources, lack leads, and require improved ROI

The best new lead sources cited by industrial firms are  the  company website (70%), tradeshows (44%), and e‑mail marketing (33%).

And nearly half of these companies (47%) say that they’re spending up to 1/​3 of their marketing budget on online activities. Here’s a list of the most frequently used online marketing formats:

  • E‑mail marketing, in-​house list: 65%
  • Online directories, websites: 58%
  • SEO: 50%
  • Internet banner ads: 36%
  • Online newsletter sponsorship/​ads: 34%
  • Search engines/​paid traffic: 34%
  • Social media: 24%
  • E‑mail marketing, rented/​purchased list: 16%
  • Video: 15%
  • Webinars: 15%
  • Blogs: 13%
  • Internet banner ad networks: 13%
  • Podcasts: 3%

This year, over 2/3’s of industrial firms say they’ll increase their social media marketing efforts. Currently, the top 2 applications used in this sector are LinkedIn (59%) and Facebook (40%).

GlobalSpec analysts expect these firms will increase marketing as the economy improves. To reach customers and prospects, they’ll be using targeted online activities and looking for ways to measure the ROI as well.

[Source: Trends in Industrial Marketing. 2010. Globalspec, Inc. Web. 12 Jul. 2010] 
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.