Chemicals & Composites

Chemicals & Composites

Chemicals & Composites

Chemical and Composite Companies which Embrace Innovation in B2B Marketing will Stand Out in an Industry which is Resistant to Change

The average B2B chemical or composite manufacturing company spends only 8% of their revenues on marketing, according to The CMO Survey by Deloitte. What can it get in return for such a modest investment? With a clear understanding of effective tactics and channels and a solid marketing plan in place, quite a lot.

The chemical and composites industry is certainly not a one-size-fits-all sector. It comprises a vast network of interdependent companies and suppliers, making an integrated marketing strategy essential for success.

Marketing for the Digital Age

The biggest challenge in chemical and composites marketing is that it used to be a sub-function of sales and used “old school sales” techniques focused on building relationships. This helps explain why the chemical and composites industry ranks at the bottom in terms of the adoption of digital technology across its business practices, including marketing and marketing automation.

Chemical and composites manufacturing companies that have not re-invented their marketing approach for the digital age are losing ground to new competitors that are embracing content marketing activities and inbound-based marketing techniques. Led by these innovation-friendly first-movers, marketing has taken a more prominent role in lead generation and nurturing — and it couldn’t come soon enough!

Take a Look at What We’ve Created

Chemicals Computer 2

Account-based Marketing Combines Relationship-Building with Modern Tools

How do you identify and market chemical and composites products to a very specific and hard to reach audience? Product engineers, researchers and others participate in the sales cycle yet are rarely found in the same place using the same marketing channels. As well, the B2B sales cycle is a long one, anywhere from six months to five years. This is partially due to the long periods of consulting, product development and testing that need to take place before significant marketing efforts are even considered.

With so many people involved in such long cycles in companies that may be resistant to change, what is a marketer to do? Account-based marketing (ABM) has emerged as an effective technique in the space. It combines the best of old school relationship building with modern marketing tools such as SEO, PPC, PR and a website design focused on B2B customers’ unique needs.

The chemistry and composites industry does have one distinct marketing advantage: companies producing products that need a large amount of chemicals or composites are easy to identify. Targeting those companies can accelerate top line growth and get the biggest return on investment for your marketing dollars.

At Elevation Marketing, we see rewarding opportunities for chemical and composites companies that are ready to embrace the full potential of modern marketing. Our marketing agency offers:

  • Branding
  • Strategy
  • Content
  • Website Design
  • Digital (SEO/PPC/Social Media)
  • Product and Services Launches
  • Design
  • Market Research
  • Media
  • Advertising
  • Public Relations
  • Channel Marketing
  • Applicaiton Development
  • Events
  • Lead Generation
  • Case Studies

Who we work with

Resources to help you in your quest

Apache
Apache Graphic

Crisis plan helps protect brand

Case Study

Crisis communications plan enables the company to respond to situations rapidly, protect the brand and keep the business running smoothly.

https://www.elevationb2b.com/wp-content/uploads/2017/08/Elevation_CompositeResources_CaseStudy.pdf
Comp Res Graphic

Lead Gen campaign doubles qualified leads

Case Study

Integrated inbound/outbound marketing campaign delivers 8,000 prospects and paves the way for entry into desirable new vertical markets.

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Chemicals how digitalization is affecting

The shift to digital in the chemical industry

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Even B2B buyers in the chemical industry want an Amazon-like experience, with tailored recommendations, low prices on many options and no hassle.

Praxair
praxair graphic

PR strategy broadens awareness

Case Study

PR and media strategy centered on educating target audience results in brand awareness and generates 1.2M media impressions and reaches 200,000 customers.

See what services we can offer your chemical business.


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