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? Of course, that depends on having a solid marketing plan based on a clear understanding of which channels work best in this industry, and which don’t.

As one of the largest industry segments in the world, the chemical industry is certainly not a one-size-fits-all sector. It is comprised of a vast network of interdependent companies and suppliers, making an integrated marketing strategy even more important for success than with other industries.

The biggest challenge in chemical and composite company marketing is that it used to be a sub-function of sales, using “old school sales” techniques and with relationship building being the focus. This helps explain why the chemical and composite industry ranks at the bottom in terms of the adoption of digital technology across its business practices, which, of course, includes marketing and marketing automation.

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

The problem is: how do you identify and market chemical industry products to a very specific and hard to reach audience? Product engineers, researchers and other relevant personas all participate in the sales cycle, yet are rarely found in the same place and using the same marketing channels.

And the B2B sales cycle is a long one, anywhere from 6 months to as long as 5 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 different 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, while allowing enough time and trust to implement novel marketing tools, including SEO, PPC, PR and chemical B2B website design that focuses on what leads expect.

In addition, the chemistry and composites industry has a marketing advantage: companies who are producing products that need a large amount of chemicals or composites are easy to identify. Focusing on them can accelerate top line growth and get the biggest return on the money and work hours invested into marketing.

While many of your competitors are stuck using old school sales and marketing techniques, you can implement a combination of the following services to jump over the competition in the chemicals and composite sector:


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

At Elevation Marketing, as an experienced chemical marketing agency, we see obvious and rewarding opportunities for chemicals and composite companies who are ready to embrace modern chemical company marketing in its full force.

Some of our clients within this industry: