Industrial Sales & Marketing Insights Report of 2019

Do you ever wonder if there was a way to benchmark your digital marketing against that of your peers in the manufacturing industry? Where are they seeing benefits to certain tactics, and what’s standing in their way?

Well, today is a great day for you.

WE SURVEYED OVER 150 MANUFACTURERS.

From sales to social media; emails to analytics; trade shows to tracked conversions…we had a lot of questions

This is what we learned.

TRADE SHOWS ARE STILL CONSIDERED THEIR #1 MARKETING TACTIC…

…but 53% have seen a decline in trade show leads over the past few years.

This tells us two things. One is that, if the main source of lead generation for manufacturers is on the decline, they will need to increasingly look to digital tactics to supplement those losses.

Secondly, this also means that companies who have started implementing digital tactics are still new to the process. They’re still learning how to measure their analytics, and they’re still learning the techniques that they’ll need for digital to eventually overtake trade shows.

65% CONSIDER THEMSELVES BEHIND THEIR COMPETITORS’ DIGITAL MARKETING.

That’s good news! It means that you and your peers aren’t blind to the fact that you might be behind…but it also means that some of you who feel behind may not be as lacking in digital success as you might think. So just keep at it!

43% GENERATE SALES LEADS FROM ORGANIC SEARCH.

…but 45% don’t know their site’s lead-to-customer conversion rate.

This means that even though a lot of manufacturers know their website is a source of leads, they’re not measuring its success rate!!

As it turns out, measurement seems to be a key, recurring point of weakness for industrial marketers.

68% HAVE A DEFINED MARKETING STRATEGY.

…but 65% don’t have specific monthly goals for generating digital leads!

It’s nearly impossible to reach a goal if you’re not tracking it, let alone creating a goal! Your organization needs to create a Specific, Measurable, Attainable, Realistic, Timely goal for generating leads.

”Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

Our survey asked dozens of questions and collected numerous fascinating (even shocking) responses, of which these are a mere few. Want more? Sign up to download the full Insights Report today!

 

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