B2B Marketing World

Industrial Marketing: Definition, Characteristics, Strategy, and Examples

A Guide to Modern Business Marketing

Industrial marketing, referred to as Business-to-Business (B2B) marketing, focuses on marketing products or services to businesses rather than individual consumers (B2C).

There are some noteworthy differences compared to consumer-centric marketing. It is about bigger purchase volumes and longer sales cycles. You need a deep understanding of the industry and the ability to build long-term relationships and trust. Communication in B2B marketing gets technical and is tailored to specific audience needs. To reach potential customers effectively, you’ve got to approach business marketing strategies differently from traditional consumer marketing. A personalized, industry specific strategy is crucial.

This leads to industrial marketing management facing challenges like specialized teams, strategic planning, regulatory compliance, and effective stakeholder communication.

Industrial marketing covers both online and offline activities. Offline marketing examples include brochures, print ads, and branded marketing materials. Online examples are social media ads, newsletters, search engine ads, video ads, and ads in online magazines. Effective marketing channels include social media platforms, industry magazines/blogs, exhibitions/conferences, newsletters, websites, podcasts, and short video platforms.

Sounds about the topic you have been looking for? Then, let us go ahead and start the deep dive.

By Categories: Definition30 min readLast Updated: January 7th, 2024
Post: Industrial Marketing

3 Article Highlights

  • What Is Industrial Marketing, and Why Is It Important
  • Industrial Marketing Characteristics
  • How to Create a Marketing Strategy and Real-Life Marketing Examples
  • No time? [TL;DR] Read Summary

Chapter 1

Why Is Industrial Marketing Important?

Understand the Importance of this Marketing Type

Marketing refers to all your company’s actions to attract a target group to your products or services.

The aim is to generate demand, create new customers, and positively influence sales. Marketing also aims to develop unique selling points and demonstrate the value of your product. This fulfills customer needs, leads to customer satisfaction, and helps establish a long-term sales increase.

All these things are essential for every company, independent of market and industry.

The distinct aspect of industrial marketing is that customers are other companies, not individual consumers.

This difference to consumer marketing (B2C or Business-to-Consumer marketing) implies different marketing strategies, tactics, and actions.

Therefore, having a unique approach to industrial marketing is essential.

Statistics prove that since 2020, there will be a 69% increase in industrial advertising spending in B2B markets. Further, there will be a 79% increase in spending on marketing technology in industrial B2B markets.

This indicates that industrial marketing (=B2B marketing) is increasingly important. A clearly defined B2B marketing strategy differentiates your business from competitors and triggers growth.

B2B Spendings US 2020-2024

B2B ad spending and B2B marketing technology spending © B2B Marketing World, based on Statista Data (1) (2)

Chapter 2

What is Industrial Marketing

A Definition and Explanation

Industrial Marketing

Industrial marketing is all actions and processes to market a product or service to another company.

In other words, it is marketing directed at other businesses instead of directed at consumers. The latter is called consumer marketing.

Industrial marketing is also called Business-to-Business marketing, or short B2B marketing. B2B industry marketing is another synonym for this marketing discipline.

To fully understand marketing for industrial goods, we need to look closely at B2B industries, B2B markets, and the nature of industrial goods.

Industrial B2B

The terms industry or industrial and B2B are often used synonymously. However, this must be corrected, as the terms have different meanings. Let us have a closer look to comprehend the terms fully. This chapter also explains the features of a B2B market and showcases industrial good examples.

Terminology

  • Industry and Industrial

These terms describe the companies and activities involved in creating goods and services. The noun industry often describes different types of markets, such as the steel, electricity, and food industries, but also segments like the tourist, marketing, or leisure industries. This shows that “industry” is not only used for industrial products but also refers to consumer markets. However, using industry without further detail, we usually mean the manufacturing, B2B related companies.

The International Labour Organization defines 22 industries and sectors. Have a glance at them to further digest what industry means.

That is why “Industrial” typically refers to factories, B2B markets, and businesses producing goods.

  • Business-to-Business or B2B

There are two markets: business selling to other businesses (B2B) or selling to consumers (B2C). This is an easy-to-understand concept that is still valid nowadays.

B2B only describes to whom the company sells, but not in which industry the company is active. Further, a company can also sell to both customer groups: B2B and B2C. Many companies have a whole-selling segment that qualifies as a B2B market while they sell to consumers simultaneously.

In other words, a company is active in a specific industry and sells to companies (B2B), consumers (B2C), or both customer groups.

This leads us to the definition of a B2B market, also called an industrial market.

B2B Market

From our previous approach, it is already clear that a B2B market is where two companies meet to exchange goods and services. The industrial market involves no consumers, hence no individuals purchasing the goods for themselves.

While people are involved in selling and purchasing in many cases, the demand always originates from the purchasing company.

This image shows this principle in a nutshell:

B2B vs B2C in a Nutshell

Business-to-Business and Business-to-Consumer Market in a Nutshell © B2B Marketing World

For further reading, we comprehensively describe B2B and Business-to-Business markets in our article about B2B Marketing.

What are Industrial Goods Example

There are thousands of examples of industrial goods. Whenever a company buys a product from another company, this product can be described as an industrial good. However, this is too vague. Therefore, we show examples with the help of the value-added chain.

The value-added chain is all process steps from raw material to the final product. Each step adds a specific value to the previous one.

Let us use the example of the raw material “iron ore” to the final product “laptop” and list examples of industrial goods: iron ore is transformed into steel, of which thick wire is made. The wire is used to manufacture tiny screws that are part of a graphic card in a laptop. All these intermediate products are industrial good examples. The manufacturer sells the final product (e.g., HP) to a retailer (still a B2B market) and ultimately to the consumer.

B2B Value Added Chain Example

B2B Value Added Chain Example © B2B Marketing World

In a nutshell, all intermediate products, including raw materials, are examples of industrial or B2B goods. The workforce included in this manufacturing process is industrial services.

Here is another industrial good example: from cotton to a t-shirt. This example includes the B2B market part and the consumer market aspect. Please note that the level of differentiation is increasing with every step of the value-added chain.

Value Added Chain B2B vs B2C

Value Added Chain B2B vs B2C © B2B Marketing World

Comprehensive Industrial Marketing Definition

The basic definition is: Industrial marketing is all actions and processes to market a product or service to another company.

However, this definition only covers some aspects of modern industry marketing. Let’s break it down. A great starting point is the well-known “4P” concept of Philip Kotler – marketing author, consultant, and considered by many as the founder of modern marketing.

The History of Industrial Marketing

Industrial marketing originates from when Philip Kotler created today’s marketing discipline. He linked marketing to products and distribution with his popular concept of the marketing mix and the “4Ps of Marketing”.

By considering the product when defining marketing, the nature of the product and to whom it is sold gained importance. This is also relevant because the buyer, the seller, and the sold good define a market. Hence, the definition of a market is inseparably linked to the definition of marketing itself.

This is a vital aspect to remember for all further discussions on industrial b2b marketing and leads to a simple truth:

An industrial good sold to another company is defined as industrial marketing. Industrial marketing happens in an industrial market.

Philip Kotler - Industrial Marketing Origin

P. Kotler  (c) Jack11 Poland, CC BY-SA 3.0 , via Wikimedia Commons

On the contrary, a consumer good sold to an end customer defines consumer marketing in a consumer market.

With globalization and marketing internationalization, industrial marketing terminology was replaced by business-to-business marketing. At the same time, consumer marketing started to be known as business-to-consumer marketing.

Industrial Marketing Definition

Industrial marketing, also known as business-to-business marketing or B2B marketing, aims to market an industrial good or service to another company by applying the marketing mix.

With a glance at the classic 4Ps of Marketing, the core aspects of industrial b2b marketing are:

  • Product: Industrial product or industrial service. In many cases, products require services and are sold as a package. Example: process industry equipment needs to be installed at the site.
  • Place: Distribution, often globally, of the product from one business to another company.
  • Price: Purchasing departments, global agreements, and individual prices are common in industrial markets.
  • Promotion: Marketing communication of one company targeting other businesses.

Modern marketing disciplines such as online marketing, search engine marketing (SEM), social media marketing (SMM), eCommerce, and content marketing are also B2B marketing disciplines.

These articles further outline B2B Marketing and the differences between B2B Marketing and B2C Marketing.

Download this free E-Book!

I agree to my data being stored for processing this download and sending this newsletter if opt-in. I am able to opt-out at any time. Read Privacy Policy

Chapter 2

Industrial Marketing Characteristics

6 Aspects Defining Industrial Marketing

Industrial marketing differs from other marketing industries, e.g., consumer-centric markets like travel, leisure, or food. This is obvious at first glance, as the products, services, and customers differ.

Overview of Industrial Marketing Characteristics

So, what precisely sets industrial marketing apart? And what strategies can you employ to ensure success? To answer these questions, we will explore business marketing’s core characteristics. From long-term relationships and high-value transactions to complex decision-making processes and highly targeted promotions – we will unravel the threads that weave the fabric of industrial marketing. Let us start with an overview of these industrial marketing features and characteristics:

  • Industrial Product Complexity
  • High Purchase Volumes
  • Complex Purchase Process
  • Longer Sales Cycle Time
  • High Explanatory Effort
  • Strong Buyer-Seller-Relationships

Industrial Product Complexity

The complexity of an industrial good typically increases with every manufacturing step. For example, the chassis of a vehicle is more complex than mining iron ore, which is the raw material for steel production.

This technical complexity of products requires a deep understanding of the industry to promote them effectively. Working principles and/or physical properties are often essential for the buyer. This is a distinction to a consumer good mainly sold because of its uses for the buyer. For example, the working principle of a mobile phone is less important than battery time, size, and camera resolution. The camera module’s mechanical, electro-optical, and electronic details are of utmost interest when Foxconn works with Apple on the iPhone camera specifications.

High Purchase Volumes

The purchase volumes in the B2B market are significantly larger than in the B2C market. This is due to the nature of industrial requirements, where items like screws, even though priced low per piece, are bought in large quantities to meet the demand. As a result, the number of clients in the B2B market may be fewer, but the overall volume of industrial purchases remains high. This emphasis on bulk purchasing highlights the unique dynamics of the B2B sector and the importance of catering to the specific needs of industrial customers.

Complex Purchase Process

The higher cost of each purchase increases the buyer’s risk. A more complex decision-making process focuses on objectifying the decision. To reason the decision, multiple people take different roles. A buying center consists of the Decision maker, the buyer, the consultant, the user, and the information gatekeeper. Each role fulfills a specific task to objectify the complex purchase decision.

Longer Sales Cycle Time

Regarding the purchasing process, B2B companies often require more time due to the complex decision-making process. Larger companies with complex demand tend to have longer purchasing decision timelines. This is primarily because evaluating various factors, such as budget, requirements, and internal processes, significantly impacts the sales cycle time. As a rule of thumb – the bigger the company and the more complex the product, the longer the purchasing decisions.

High Explanatory Effort

Due to their complexity, industrial goods have a higher explanatory effort towards the end of the value-added chain. For example, the endurance of your garden table against UV radiation. Details about how synthetic plastic withstands influences are harder to understand and explain than the crude oil quality from which the plastic originates. In the consumer market, the customer only wants to know if the table looks the same after years.

Strong Buyer-Seller-Relationships

Due to their complexity, industrial goods have a higher explanatory effort towards the end of the value-added chain. For example, the endurance of your garden table against UV radiation. Details about how synthetic plastic withstands influences are harder to understand and explain than the crude oil quality from which the plastic originates. In the consumer market, the customer only wants to know if the table looks the same after years.

Industrial Marketing vs Consumer Marketing

Marketing is an essential element in the growth and success of any business. The difference between these two marketing disciplines is to whom you market. As mentioned above, in industrial marketing, your target group is another company. In consumer marketing, you target consumers.

Based on the specifics of industrial markets, business marketing, and consumer marketing have the following differences:

Marketing Aim: Relationship and Trust Building

Industrial marketing usually involves a longer sales process than consumer marketing. It is because the products or services sold in the industrial market are of high value, complex, and require more time for evaluation. Therefore, the industrial marketer must establish a long-term relationship with the target clients to build trust. In contrast, consumer marketing emphasizes impulse buying, and the sales process happens instantaneously. Establishing a relationship with the consumer is not necessarily a priority; instead, the focus is on creating an emotional connection with the brand.

Storytelling and Product Complexity

In industrial marketing, the products and services offered are usually more technical, sophisticated, and complex. The target audience needs to understand the technical and working principles of the products. Further, they need to know their functioning before making a purchase decision. Industrial marketing involves lengthy negotiations and consultations and requires marketers with industry-specific knowledge. Industrial marketers need to support potential consumers throughout the whole buying journey. The stories you have to tell sometimes last a year or longer. Conversely, consumer marketing involves less technical products and services that only require basic knowledge to operate. Storytelling can focus on emotions and short-term results. Main USPs are easier to catch and, hence, to communicate.

Communication

As a result, industrial communication is often highly technical, with complex language and jargon to meet the target audiences’ specific needs. Industrial marketing communication is more personalized than consumer marketing, which can use various mass communication tools such as TV, radio, billboards, newspapers, Facebook, and Instagram. It may include on-site visits, seminars, and customer conferences to close deals and build long-lasting relationships. Social media and online communications are equally important in industrial marketing. The communication style must be adapted, and content quality is most important.

These three aspects are only the tip of the iceberg when comparing industrial marketing vs consumer marketing. This whole article on B2B vs. B2C outlines all relevant details.

Industrial Marketing Management

You already know that B2B marketing strongly differs from consumer marketing. This fact also impacts managing a marketing team of industrial companies.

While there are several challenges, industrial marketing managers can leverage existing consumer marketing principles.

Let us have a closer look at both aspects:

Challenges of Industrial Marketing Management

As a direct result of business marketing specifics, these are the main challenges for marketing management:

  • Need for specialized teams: The complexity of decision-making and the necessity for technical product knowledge requires specialized marketing teams with a deep understanding of industry specifics and technical nuances.
  • Strategic long-term planning: Given the length of sales cycles in industrial marketing, strategic long-term planning becomes crucial, focusing on nurturing relationships and building trust over time.
  • Navigating regulatory landscapes: Marketing managers must navigate the regulatory landscapes of their industry. Including global requirements and understanding how these laws impact marketing efforts.
  • Price positioning: In highly competitive markets with price pressures, marketing managers must carefully strategize their product’s price positioning, balancing profitability with market competitiveness.
  • Effective stakeholder communication with a focus on top management: Given the involvement of multiple stakeholders in decision-making, effective, clear, and timely communication becomes crucial. This ensures meeting all parties’ needs and expectations.
  • Global challenges: As many industrial companies act globally, marketing teams must handle multiple languages and cultures. Local specifics demand local marketing teams. This increases the management duties of a centrally organized marketing approach. Culture affects marketing messages, which results in localized content of global campaigns.
  • Small budgets and limited resources: industrial companies are not built on marketing. The focus lies on R&D, product management, and sales. Marketing is often a supporting function with subsequent limited budgets and resources. This requires smart management and long-term thinking.

How to Leverage Learnings From Consumer Marketing

This aspect is often overlooked. Marketing trends arise from changing consumer behavior. This impacts consumer marketing, hence B2C marketing, much earlier than industrial markets. Therefore, industrial marketing management needs to closely monitor B2C marketing and learn from it.

The easiest way to be a trendsetter in industrial marketing is to adopt what is established in consumer markets early.

A simple but effective way to stay ahead of your competition. However, be careful not to chase the latest marketing trends just for the sake of it. Always match B2C trends with industrial requirements.

See an example below.

Chapter 3

Industrial Marketing Strategy (6 Steps Guide)

Learn How to Creat Your Own Marketing Strategy

As an industrial marketer, you understand that traditional marketing approaches used in the consumer market are only sometimes applicable or successful in industrial products. It takes a different approach and strategy to reach potential customers who need heavy machinery, factory equipment, construction tools, and other large-scale tools for their businesses.

Let us look at an industrial marketing strategy and 6 steps to create your tailored strategy paper.

What is an Industrial Marketing Strategy

An industrial marketing strategy defines how to achieve your targets and connects your vision with marketing actions. It is the essential management task to define all aspects of your marketing.

There are different marketing strategy types:

  • Marketing Strategy Business Types: They are derived from the business goals, like differentiation, focus on niche markets, or cost leadership.
  • Marketing Strategy Frameworks: These universal valid concepts work for all market types. This includes 6 steps to create a strategy (see below)
  • Marketing Strategy Disciplines: You need to create a marketing strategy derived from the company strategy. Consequently, all other marketing discipline strategies have to follow. Examples are Social Media Marketing Strategy, Search Engine Marketing Strategy, Digital Marketing Strategy, Content Marketing Strategy, Account-based Marketing Strategy, etc.

For now, we do not go into more details here. The necessity of a proper industrial marketing strategy is obvious.

6 Steps to Create an Industrial Marketing Strategy

The following steps are a universal valid framework to create marketing strategies. This blueprint applies to industrial marketing strategies as well as to consumer marketing strategies. In essence, these aspects are of use for all strategy types:

  • Step #1 – Define marketing aims
  • Step #2 – Analyze the status quo
  • Step #3 – Define your target group
  • Step #4 – Describe the customer journey. Your Marketing Tactic.
  • Step #5 – Create your marketing plan
  • Step #6 – Make your results measurable

For further reading, have a look at this B2B Marketing strategy article.

Chapter 3

Industrial Marketing Examples

Examples of Product Marketing, Advertisement and Marketing Channels

Industrial marketing has an intimidating reputation. But it doesn’t have to be hard! B2B marketers understand their customers and can tailor strategies and campaigns to meet the needs of a niche industry. Let us look at some successful business marketing examples that demonstrate common industrial marketing aspects. Including product marketing, industrial advertisement, and marketing channels in action.

Industrial Product Marketing Example

Here are 3 examples of how to market industrial products:

  • Insights Hub by Siemens
  • Caterpillar CAT® S62 Smartphone
  • Bosch Rexroth

Example Number 1: Insights Hub by Siemens

Siemens recognized the need for digital transformation to improve operational efficiency. Insights Hub is a cloud-based Industrial Internet of Things (IIoT) operating system. It enables businesses to use data and digitalization to optimize manufacturing processes. Examples of how Siemens market their solution.

Focus on Solution instead of Features:

Efficient marketing focuses on how to help the customer, not how nice the product is. Siemens outlines 6 areas they can help their target group. These areas are backed with download material in a resource hub.

Siemens Insights Hub Solution Overview

Solution focused communication © Siemens

Strategic Industry Collaborations:

To showcase the effectiveness of Insights Hub, Siemens collaborated with prominent manufacturers across various industries. From automotive to aerospace and electronics. These collaborations allow them to demonstrate how Insights Hub improved manufacturing processes, minimized downtime, and reduced costs. Siemens uses Success Stories to market these partnerships. Each story has its own website using a clear structure, including challenges, the key to success, and results. A statement of high-ranking officials builds trust and social proof.

Industrial Marketing Example - Siemens Success Story

Industrial Marketing Example – Siemens Success Story © B2B Marketing World based on screenshot Siemens

Thought Leadership Content in a Resource Hub:

To establish thought leadership, Siemens hosts webinars and produces thought-provoking content. The resource library currently features 132 contents, including reports, articles, success stories, e-books, fact sheets, infographics, and more. Their experts discussed the benefits of smart manufacturing, shared success stories, and provided insights on implementing Insights Hub to drive digital transformation. You can filter by asset type and product, which makes it easy to find the exact content you want.

Industrial Marketing Example - Siemens Resource Hub

Industrial Marketing Example – Siemens Resource Hub © B2B Marketing World based on screenshot Siemens

Example Number 2: Caterpillar CAT® S62 Smartphone

Caterpillar is a global leader in construction equipment manufacturing. You probably wonder why they market smartphones? The answer is to address the unique needs of professionals in rugged environments. They realized this need because they are deeply involved in the heavy-duty industry and saw the demand. The phone offers advanced durability, thermal imaging capabilities, and innovative features designed for the construction, mining, and engineering industries. In addition, the phones are drop tested, waterproof, and have a strong battery.

Caterpillar’s marketing circles around these unique smartphone features. Bold, clear pictures and descriptions make it easy to comprehend the features.

Industrial Marketing Example - Caterpillar Smartphone

Industrial Marketing Example – Caterpillar Smartphone © B2B Marketing World based on Screenshot Caterpillar

Example Number 3: Bosch Rexroth

Bosch Rexroth is a global B2B engineering and technology company. They specialize in providing innovative hydraulics solutions to manufacturing, construction, and industrial automation industries.

Digital Configurators and Tools:

Rexroth offers thousands of products and services that consist of multiple elements. Unique customer requirements result in countless different configurations. Various online tools and configurators support potential customers in finding their industrial solutions.

From an industrial marketing perspective, these tools educate the target group and result in qualified leads. Customers can configure their desired solution without the support of a sales representative. This not only saves time and resources but also decreases requests that cannot fulfilled by Bosch Rexroth.

Bosch Rexroth Online Tools and Configurators

Bosch Rexroth Online Tools and Configurators © B2B Marketing World based on screenshot Bosch Rexroth

Customer Support and Training:

Bosch Rexroth offers comprehensive customer support, technical assistance, and training programs for their B2B customers. These services ensure that clients can maximize the performance of their bought solutions. Although many companies have learning academies for employees, it is noteworthy to offer a learning platform for customers. This approach strengthens the thought leadership positioning.

Bosch Rexroth Academy for Costumers

Bosch Rexroth Academy for Costumers © B2B Marketing World based on screenshot Bosch Rexroth

Industrial Advertisement Example

Advertising is a paid form of marketing communication. Within the marketing mix, advertisement is part of “Promotion”. There are two main industrial advertisement types: online and offline. Industrial marketing has the reputation of being traditional and offline advertisement-focused. Fact is that online advertising spending is increasing year over year.

B2B digital advertising spending in the United States from 2015 to 2024

B2B digital advertising spending in the United States from 2015 to 2024 © B2B Marketing World, based on Data from Statista

In 2024 digital ads will make up 50% of all B2B ad spending.

Therefore, online and offline advertisements are vital for industrial marketing. Let us look at some examples of both types of industrial advertising.

Offline Industrial Advertisement

There’s no further definition necessary of what offline advertisement is. However, modern marketers aim to connect both worlds. For example, the usage of a QR code linking to a landing page on an advertisement in a printed magazine.

Some further examples:

  • Brochures and other branded print material.
  • Print adverts in B2B magazines.
  • Logo advertising in branch indexes is still part of the game for traditional supplier evaluation.
  • Advertorials, which is a paid article that has editorial character.
  • Seat drops at conferences.
  • Branded marketing material at exhibitions, including both design and marketing gifts.

Less relevant for industrial advertisement, but worth mentioning: TV commercials, radio adverts, and direct mailing.

Online Industrial Advertisement

Online advertisement has some significant advantages over offline ads. Targeting is way more effective, as behavioral data and personal information are used to reach a specific target group. Modern industrial marketing uses the sheer endless online sources to gain insights and use them for targeted campaigning. Further, online ads can be tracked, and it is easier to show an ROI. Optimization, like A/B testing, helps to make online ads highly efficient.

The most important online advertisement examples are:

  • Social media advertisement, with a focus on LinkedIn. Multiple advertisement forms are available. Website visitors can be tracked across platforms. Retargeting campaigns are standard.
  • Newsletter advertisement in both owned newsletters and paid 3rd party newsletters.
  • Search Engine Advertisements, short SEA, including Google Ads and Google Display Network. This aspect goes hand in hand with Search Engine Optimization (SEO).
  • Video advertisement is on the rise. Social video platforms like YouTube or TikTok over multiple options to advertise videos and animations.
  • Advertisements in online magazines, platforms, blogs, and industrial platforms.

Industrial Marketing Channel Example

A marketing channel provides information to reach your target audience. The holy grail is the combination of the right content, at the right time, for the right target audience, provided in the right channel.

Industrial marketing channels are similar to consumer marketing channels. The differences between these two marketing types are less pronounced from this perspective. It is the content and the used content formats that make an impact.

However, some channels suit industrial markets better than others. Examples are:

  • Social Media, Professional Business Networks, LinkedIn
  • Industry Magazines and Blogs
  • Exhibitions and Conferences

Social Media, Professional Business Networks: LinkedIn

With over 745 million users globally, LinkedIn is one of the most effective tools for strategic networking in the B2B landscape. Leveraged correctly, it can be a substantial driver of lead generation and business growth. Many different organic and paid content forms are available. LinkedIn has personal profiles and company profiles. This powerful platform helps you make meaningful connections and network 24/7.

Industry Magazines and Blogs

Magazines, blogs, and platforms dedicated to specific industries remain vital information sources. Whether in online or offline formats, these publications provide trustworthy content as editorial teams secure quality. Content types include technical publications, whitepapers, and long-form articles. Moreover, these channels offer opportunities for paid content, such as advertisements and advertorials, which can significantly increase your reach and engagement with the target audience. These channels allow you to position your business with the latest industry trends, insights, and innovation.

Exhibitions and Conferences

Exhibitions and conferences, whether in-person, online, or hybrid, play a crucial role in industrial marketing. These events are not only limited to the industrial sector. But still hold significant importance in the overall marketing mix. While face-to-face events were on hold during the COVID-19 pandemic, the value of personal networking and meet-and-greet interactions has become more pronounced than ever before.

Industrial events come in various forms, offering unique opportunities for businesses and professionals:

  • Large exhibitions serve as platforms to showcase the latest product and software innovations. They allow attendees to see, touch, and try out cutting-edge solutions. These exhibitions are where industry leaders, experts, students, and future employees gather to explore new technologies and trends.
  • Conferences focus on thought leadership, knowledge transfer, and networking prospects. They bring together industry professionals and subject matter experts to discuss and share insights on emerging trends, challenges, and best practices. Attendees can benefit from thought-provoking presentations, interactive panel discussions, and networking opportunities.

By participating in these events, businesses can gain exposure, establish strategic partnerships, and position themselves as a thought leader in their respective industries.

Other marketing channels are universally valuable for consumer and industrial markets. For example:. Examples are:

  • Newsletter
  • Company Website
  • Podcast
  • Short Video Platforms

Newsletter

Newsletters offer a powerful way to establish your business as a leading authority. However, resisting the temptation of bombarding readers with sales pitches and product information is essential. Instead, focus on delivering value. Engage your audience with captivating stories and share valuable insights about the market, including the latest trends, news, and educational content.

Adopting this approach increases the chances of achieving higher open rates and building a loyal readership. Say no to spammy emails and yes to meaningful connections through well-crafted newsletters.

Company Website

Your company’s website is the cornerstone of your online campaigns, serving as a gateway for users to explore and access content throughout their customer journey. It’s not just a website—it’s a virtual business card representing your brand online.

Curate the homepage content carefully and showcase your portfolio effectively. Visitors should grasp your company’s offerings and how you can help them within seconds. Strategic calls-to-action (CTAs) placed throughout the site enhance the user journey, guiding them towards desired actions.

Remember to address different target groups. Alongside business-related content, including news updates, job listings, press releases, and legal information.

Your business website is a primary communication channel and a valuable asset. Investing into content marketing and SEO establishes a user-friendly and informative site. Which will establish trust, engage your audience, and drive conversions.

Podcast

Podcasts are a powerful industrial marketing channel that gives your brand a voice and humanizes it even further through video podcasts. The growing popularity of podcasting is changing content consumption for good. People increasingly prefer seeing and listening over reading. One of the greatest advantages of podcasts is that they can be consumed passively during a commute or workout. From a brand perspective, a podcast is essential for storytelling, brand building, and educating your audience.

You have two options: host your own podcast show and feature leading industry experts as guests or strive to be a guest on established shows. Both approaches can significantly enhance your brand’s reach and impact.

Short Video Platforms

Video content is not a new phenomenon. With over 2 billion monthly active users and over 30 billion daily views, YouTube has firmly established itself as a leading platform (Source: Sprout Social). However, the emergence of short video platforms like TikTok and YouTube’s own Shorts format has brought a fresh wave of innovation to the world of video content.

Since its release in 2016, TikTok has had an impressive 3.5 billion downloads. This unique platform has revolutionized content creation and consumption, offering a new form and style of short videos. Even industrial companies can now leverage this platform to effortlessly create video content without the need for expensive equipment or production companies.

Short videos present many opportunities, including branding, employer branding, education, and entertainment. The possibilities are truly limitless.

Chapter 5

What You Can Learn From B2C Marketing

Learn How to Use Consumer Marketing in B2B

Are you wondering what to learn from consumer marketing? It is a crucial aspect that often gets overlooked. It is vital, as many marketing courses focus on consumer markets instead of industrial markets.

Marketing trends are influenced by evolving consumer behavior. This impact is felt much earlier in consumer marketing than in industrial markets. That is why it is important for industrial marketing management to closely monitor B2C marketing and learn from it.

So, how can you become a trendsetter in industrial marketing? Like in consumer markets, one simple yet effective way is to be an early adopter. It is a great strategy to stay ahead of the competition. Industrial marketing must not be boring. It can be as catchy and emotional as consumer marketing.

This example from Vattenfall is a prime example of modern industrial marketing:

“We’re not getting into the beauty industry. But we are in the business of producing fossil-free hydrogen. A fuel that emits water instead of carbon dioxide. To prove how clean those emissions are, we’ve teamed up with model and climate advocate Cara Delevingne to showcase a limited-edition face mist. We call it Industrial Emissions Face Mist. It’s a 50ml bottle of systemic change, refreshing everyone’s view on.”

YouTube

By loading the video, you agree to YouTube's privacy policy.
Learn more

Load video

Vattenfall is one of Europe’s largest producers and retailers of electricity and heat. Their target is to produce fossil-free hydrogen. They partnered with the model and climate advocate Cara Delevingne, for an outstanding campaign to create a face mist from hydrogen emissions. Instead of CO2 emissions, fossil-free hydrogen emits water. This water is used to produce the “Industrial Emissions Face Mist” limited beauty product.

The campaign claim is “Industrial emissions – clean enough to put on your face.”

This is a powerful claim to prove how clean these emissions are. Would you put anything but the highest quality product on your face?

The heart of this industrial marketing campaign is a video, a landing page, and the face mist itself.

The beauty product “Industrial Emissions Face Mist” is produced in batches, and people can secure their mist for free. Vattenfall shows a countdown till the next drop, and the CTA “Claim your bottle” converts visitors. Everything is on a clever, designed landing page.

Industrial Marketing Example - Vattenfall

Industrial Marketing Example – Vattenfall © B2B Marketing World, Screenshot from Vattenfall

The landing page uses great type, is easy to understand, and uses powerful images. In addition, Vattenfall educates visitors with basic educational content on how fossil-free hydrogen is created.

Vattenfall - Landinpage Educational Content

Vattenfall – Landinpage Educational Content © B2B Marketing World, Screenshot from Vattenfall

This is an excellent example of how to use B2C mechanisms and styles and adapt them for industrial marketing.

Chapter 6

Industrial Marketing pdf Book

Download for Free!

This informative article offers a comprehensive and in-depth overview of modern industrial marketing.

It delves into the core concepts, defining industrial marketing and its significance in today’s business landscape. The article explores various industrial marketing strategies and channels, providing valuable insights. Additionally, it showcases real-life examples of successful industrial advertising campaigns and illustrates these strategies’ practical application.

All this valuable information is now conveniently accessible in a comprehensive PDF book on industrial marketing, enabling readers to dive even deeper into this fascinating topic.

Download this free E-Book!

I agree to my data being stored for processing this download and sending this newsletter if opt-in. I am able to opt-out at any time. Read Privacy Policy

FAQ

Frequently Asked Questions

Find Answers to the Most Important Questions

What Is Industrial Marketing Also Known As?2023-10-17T15:33:05+02:00

Industrial marketing is also known as Business-to-Business Marketing, B2B Marketing, Industry Marketing and Business Marketing.

What Is Industrial Marketing With Example?2023-10-17T15:38:18+02:00

Industrial marketing, referred to as Business-to-Business (B2B) marketing, focuses on marketing products or services to businesses rather than individual consumers (B2C). Examples are marketing by NVIDIA to market graphic cards to Dell computer. Another example is marketing efforts of industrial companies selling iron ore to steal manufacturers.

Is Industrial Marketing the Same as B2B Marketing?2023-10-17T15:39:52+02:00

Yes, Industrial Marketing is the same as B2B (Business-to-Business) Marketing. It refers to marketing happening in an industrial = B2B market.

What Is the Difference Between Industrial Marketing and Consumer Marketing?2023-10-17T15:42:30+02:00

Industrial marketing is marketing products or services by one company to other companies instead of consumers. Industrial marketing is also called B2B (Business-to-Business) Marketing, whereas Consumer Marketing is also called B2C (Business-to-Consumer) marketing.

Chapter 7

Summary [TL;DR]

Industrial Marketing in a Nutshell

Also known as Business-to-Business (B2B) marketing, industrial marketing involves promoting products or services to other businesses rather than consumers. It covers exchanging goods or services between two companies, with no involvement of end consumers.

Industrial goods are categorized based on the Value Added Chain. It is based on the 4Ps of Marketing (Product, Place, Price, and Promotion), modern digital marketing strategies, and various marketing channels.

Industrial marketing distinguishes itself from consumer-centric marketing due to higher purchase volumes and longer sales cycles. It requires a deep understanding of the industry and establishing long-term relationships and trust.

Communication in industrial marketing is technical and tailored to specific audience needs, while consumer communication tends to be simpler. Industrial marketing management faces challenges such as specialized teams, strategic planning, regulatory compliance, and effective stakeholder communication. Marketers can draw insights from consumer marketing to adapt to industrial requirements. This is an effective strategy for marketing management to stay ahead of the competition.

To effectively reach potential customers, industrial marketing strategies necessitate a different approach than traditional consumer marketing. A tailored strategy is crucial, involving defining marketing objectives, analyzing the current situation, identifying the target audience, mapping out the customer journey, creating a marketing plan, and measuring results. A well-crafted industrial marketing strategy is paramount for success in this field.

Industrial advertising encompasses both online and offline activities. By 2024, digital ads will account for 50% of all B2B ad spending. Offline marketing examples include brochures, print ads, and branded marketing materials. Online examples are social media ads, newsletters, search engine ads, video ads, and ads in online magazines.

Effective industrial marketing channels include social media, industry magazines/blogs, exhibitions/conferences, newsletters, websites, podcasts, and short video platforms.

Stephan Wenger

B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.

By Categories: Definition30 min readLast Updated: January 7th, 2024

5 Comments

  1. Milly 31. March 2024 at 23:14 - Reply

    Great website to answer discussion questions.

  2. Catalog Favorites 5. January 2022 at 21:04 - Reply

    Great content! Keep up the good work!

    • Stephan Wenger 8. January 2022 at 16:55

      Thank you for your kind feedback. Happy you like the content. Keep checking back for more.

  3. Auren K. 23. December 2021 at 23:08 - Reply

    We really like this article on industrial marketing. We found a lot of value on this page, and we really think that when you have marketing for a manufacturing company, results are sure to follow. We wish you a happy holidays, and have a great start to the new year!

    • Stephan Wenger 27. December 2021 at 17:56

      Happy you like the article and it provides some value to you Auren K.! Happy Holidays and happy new year 2022.

Leave A Comment

You May Like the Following Articles

  • B2B vs B2C

    B2B vs B2C

    B2B, or “Business-to-Business,” and B2C, or “Business-to-Consumer,” refer to different market types. The difference lies in the customer you sell to. This article defines both market types and shows the differences between B2B and B2C markets, customers, marketing, eCommerce, and product management. Including examples of B2B and B2C companies.

    By |Categories: Definition|16 min read|Last Updated: January 19th, 2024|
  • Demand Generation Marketing

    Demand Generation Marketing

    In this article, we’ll cover everything you need to know about demand generation marketing - from its definition and benefits to the top 7 demand generation strategies you can implement to help your business make more sales.

    By |Categories: Definition|7 min read|Last Updated: December 27th, 2023|
  • B2B Marketing in a Nutshell

    B2B Marketing in a Nutshell

    Marketing is essential. But it's hard to create a marketing plan from scratch. This article outlines the very basics to clearly lay out working principles. All marketing efforts can be categorized into three phases. You will read about prospects, leads, and customers and the ingredients of a blueprint B2B Marketing plan.

    By |Categories: Definition|5 min read|Last Updated: December 27th, 2023|
  • What is B2B Marketing? A Definition

    What is B2B Marketing? A Definition

    Welcome to B2B Marketing, where businesses sell to other companies rather than individual consumers (B2C). But what exactly is B2B Marketing? How does it differ from its counterpart, B2C marketing? This article covers a 7-step approach to creating your B2B marketing strategy, including the marketing mix and different marketing channels. We also show examples of existing, real-world business marketing strategies and tactics.

    By |Categories: Definition|25 min read|Last Updated: January 14th, 2024|