Common Industrial Marketing Challenges
by Emma Jones, guest blogger From populating email lists to leveraging automation, discover the most common industrial marketing challenges and how to overcome them. As the pandemic slowly recedes and the marketing world takes a breath of relief, the manufacturing industry remains cautious. Perhaps rightly so; B2B salespeople have not been performing according to expectations, all things considered. In fact, just two days before this article was written, Deloitte released its 2022 manufacturing industry outlook corroborating this. It outlined surprising growth but found "optimism around revenue growth is held in check by caution from ongoing risks." For this reason, risk mitigation and "business agility” will substantially inform the industry’s future, one could safely argue. So, to help you do so, let us explore the most common industrial marketing challenges that may lie ahead. #1 Populating email lists Starting with the lead generation phase, email lists remain notoriously hard to populate. It's increasingly hard to populate them with meaningful, engaged leads. There are ample reasons for this, including diminishing audience trust, fragmented customer journeys, outdated business websites, etc. Simultaneously, the gradual eclipse of third-party cookies weighs on marketers of all industries, hampering audience data acquisition further. The manufacturing industry is no exception to this, and in many ways, it may have it worse. As some manufacturers remain resistant to digitization and the Industry 4.0 movement calls for its own attention from those who embrace it, the lead acquisition may suffer in turn. Solutions As a mainstay among industrial marketing challenges, there are a few different measures against this issue. Here, let us outline the three most substantive ones for text economy: Avoid purchased lists at all costs. Such lists rarely perform or pay off at all, as your email recipients have not opted into them. In addition, using such lists carries…read more >