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.