You learn a thing or two about your clients when you’ve been in business for nearly fifty years. For instance, we can’t help but notice that the manufacturing sector is decidedly risk-averse and even more trend-averse. But growth means embracing change, however reluctantly, which is why we’ve scoured the industrial marketing landscape to identify a series of current marketing trends that experience tells us will have particular staying power.
Account-based marketing, or ABM, isn’t new by any means. But we’re already seeing growth in this tried-and-true technique, and we expect that to accelerate as more manufacturers diversify their digital marketing plans.
ABM, if you’re unfamiliar, leans heavily on business metrics and analytics; rather than a relentless focus on cultivating new business, it allows you to combine the strengths of your sales and marketing teams to find even more opportunities among your highest-value accounts. Better still: it’s a natural fit for the longer sales cycles to which industrial and manufacturing businesses are accustomed.
One side effect of the COVID-19 pandemic is the blurring of what we once thought were bright, bold lines. We’ve all seen it in the erosion of the boundary between the business and personal time, but it’s taking other interesting forms as well.
B2B and B2C marketing, once thought to be as compatible as oil and water or toothpaste and orange juice, are beginning to bleed together. B2B and B2C customer journeys are beginning to look more and more similar, manifested by B2Bs’ implementation of eCommerce websites, changing approaches to content, and much more.
Some of the changes wrought by COVID are proving surprisingly durable. Case in point: the foothold of “virtual” spaces. Communications have moved from in-person to online for intra-office comms and outreach alike. But we haven’t quite traded high touch for a stream of zeroes and ones; in fact, B2B is embracing H2H, or human-to-human, approaches:
What do you get for your work with our digital marketing company in Rockford? Pivoting to a high-touch approach that emphasizes customer experience, a human-focused brand can spend its time on relationship building that leads to conversions rather than simply chasing leads.
When you’re trying to adjust your marketing mix to meet new challenges and cultivate new opportunities, it can often feel like setting off into uncharted territory. As the old proverb reminds us, when you want to go far, go together; Cain & Company can be a valued guide and partner as you chart a way forward. Get in touch today for help meeting your digital marketing needs while exceeding your expectations.
Theresa CarlsonMarketing Manager
685 Featherstone Road
Rockford, IL 61107