Too many manufacturers feel stuck with the same old marketing technique of selling their product’s advantages and differentiators. That worked back when others were selling “features.” It stopped working once everybody started selling “product benefits.” Soon enough, a new tech-savvy generation of consumers started tuning out product benefits as pure marketing noise. Manufacturers that don’t appeal to today’s customer purchasing behaviors are positioning themselves to lose out to those who do.

For decades, B2B industrial marketing and B2B manufacturing marketing revolved around three simple elements: tradeshow lead generation, cold calling sales and networking/relationship selling. Those don’t work with younger, tech-savvy buyers. Their purchasing journey starts with internet research that builds immunity to the above-mentioned marketing tactics. Instead of sales-speak and networking clearly designed to sell them a product, these consumers want a transparent relationship based on a reason to authentically connect to your brand and everything for which it stands.

Show Me Why I Should Care About You

This mindset of “show me why I should care about you” runs contrary to the “all about product benefits” strategy of traditional B2B manufacturing marketers. Call it “human connection” marketing if you will. Without a compelling narrative about how your product impacts people, you are just another vendor talking about quality, benefits and great customer service.

Of course, you need a solid strategy to effectively communicate with this new type of buyer. It’s not just about picking a random “save the world” mission and stapling it to your product. Any effective strategy must be anchored by in-depth market research and an intimate understanding of your specific audience.

Elevation Marketing has extensive experience helping B2B manufacturing, aviation and industrial companies connect with new audiences. We understand the different players who contribute to the decision-making process and how to market to them. We can teach your brand to speak their language, connecting to them in the way to which they are receptive. This includes knowing which pathways and strategies to pursue in order to break through the noise and reach tech-savvy buyers and established decision-makers.

Our approach to B2B marketing for manufacturers sets us apart from the rest. We begin the process with an in-depth study of your market, your company and your competitors, before a single initiative is even suggested. The key to success: starting from a place of market knowledge and insight into what makes you stand out. This in-depth understanding of our clients, their markets and potential buyers has created some incredible business wins for our manufacturing, industrial and aviation clients.

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