With years of hands-on industrial marketing experience, our innovative in-house team shortens the learning curve and equips clients with streamlined digital marketing strategies focused on shortening sales cycles and increasing revenue.
Traditionally, industrial companies have found success through investing in sales reps, tradeshows and cold calling potential customers. But cold calling is becoming dramatically less effective—most business people don’t answer their phones and, if they do, are not looking to buy in that moment.
It’s time to turn cold calls into warm calls through content marketing that establishes brands as thought leaders in the space and helps sales reps sell to decision-making committees. Marketing automation also helps sales reps reach prospects where they are online at the time they intend to purchase.
We’ve been longtime partners to many industrial organizations because of our level of expertise, ability to process data and, most importantly, our reputation for delivering results. See how our industrial marketing strategies are helping them innovate.
The simple answer is yes — industrial marketing is necessary. When industrial manufacturers make the decision to invest in marketing tactics like SEO, content creation and paid advertising, they not only increase the amount of traffic to their website and gain a leg up on the competition, but this type of digital presence also helps move prospects down the sales funnel faster.
Compared to other sectors, sales cycles in the industrial sector tend to take longer to complete. This can be attributed to the complex nature of the purchasing decision, from the high stakes of the transaction to the number of stakeholders involved in the conversation. With an integrated marketing strategy, manufacturers can provide businesses with the information they need to better understand and evaluate their products/services, and streamline the decision-making process.
Effective industrial marketing begins with a clear understanding of one’s niche customer base. Through a mix of research and interviews, industrial manufacturers can create semi-fictional representations of their target audience — otherwise known as buyer personas — and use this as a foundation to have meaningful conversations with prospects and customers alike.
From there, the next step is to weave these insights into a strategic, integrated marketing plan. Guided by key business initiatives, industrial manufacturers can use a combination of content marketing, demand generation and growth-driven design tactics to connect with their audience and support their overarching goal. With KPIs defined, businesses can measure the success of their industrial marketing campaigns and identify opportunities for further growth in the future.
We’ve been longtime partners to many healthcare organizations because of our level of expertise, ability to process data and, most importantly, our reputation for delivering results. See how we are helping them innovate.
This employee safety monitoring company needed to raise brand awareness and thought leadership while increasing website traffic and delivering more qualified leads to its sales team. By developing buyer personas, a strategic content and paid media strategy, Kuno distributed lead nurturing campaigns that appealed to each persona at every stage of the buyer’s journey.
Over six months, website traffic increased by 164%. Conversions increased 1,522% while cost per conversion decreased 2,047%.
High-volume sales require strategic paid media tactics to ensure market share in a competitive landscape. This power cord manufacturer invested in Facebook and Google advertising with the help of Kuno’s targeting and creative expertise.
By retargeting to website visitors and those who abandoned carts, as well as displaying ads in Google’s Shopping platform, return on ad spend was 2,013%.
Kuno helped this greenhouse grower create and establish a brand that has become a household name for plant lovers. Content marketing increased brand awareness and advocacy among consumers, and marketing automation strategies helped to align sales and marketing and close major deals with regional grocery stores and national big box retailers.
Annual website traffic reached 2.7 million visitors and continues to grow. The client received the Vendor of the Year Award, sparking further interest from the biggest brands in wholesale.
For a smaller custom cable manufacturer with major competitors, brand awareness was its biggest challenge. Kuno took niche content developed based on persona insights and keyword research, and amplified it through native advertising.
After three months, blog views increased by 1,065% year over year, and blog subscribers increased by 64%. Total website visits increased 119% year over year.