Unlocking the Full Potential of Industrial Content Marketing

Industrial marketing is today more digital than ever before. In marketing, ToFU stands for Top of the Funnel, not the edible variety. Manufacturers and engineering firms have realised that digital industrial marketing, also known as industrial content marketing, is more effective than traditional marketing tactics for generating leads. Many people, though, are underutilizing it. That is something I have learned from my regular interactions with industrial firms.

Misconceptions Regarding Content Marketing

Although many manufacturers use content marketing, only a small percentage of them believe it is helpful in generating leads that turn into sales prospects. According to the Content Marketing Institute, 75% of manufacturing organisations are somewhat to not at all successful with content marketing.

The problem of ineffective industrial marketing is divided into two sections. First and foremost, the majority of talks with manufacturers begin with some type of need for more website leads. There is, however, a significant disconnect here.

The purpose of their entire industrial marketing strategy is to get found on Google and other search engines. These industrial firms’ decision-makers expect that their target audience will find them on Google, visit their websites, and then call their top salespeople following the first visit. As a result, its industrial marketing strategy focuses entirely on top-of-funnel (ToFU) objectives. Needless to say, this isn’t yielding the desired effects.

The Gap Between SEO & CRO

Assuming your marketing team does a fantastic job with organic SEO, which isn’t a simple process to begin with, you’ll notice an increase in visitors. Great! There is, however, a significant distinction between search engine optimization (SEO) and conversion optimization (CRO). That brings us to the second half of the equation: converting visitors into leads. This phase is just as difficult as, if not more difficult than, SEO. More on this in my article Industrial Content Marketing – Misunderstood and Misaligned Goals.

The second issue is the current conduct of industrial customers in comparison to just a few years ago. Most industrial professionals are now in self-serve and self-select mode, which allows them to complete a substantial chunk of their purchasing trip while staying anonymous. When they’re ready, they’ll call your salespeople. As a result, your sales team may find it difficult to get in front of decision-makers or have dialogues with them early in the process.

No Immediate Results

Business buyers may now access an abundance of digital information to investigate and shop for solutions on their own terms, according to an article I read a while back. It is more important today than it has ever been.

Manufacturers are finding it difficult to embrace this reality. They anticipate that industrial content marketing will yield immediate results, similar to previous initiatives. If that fails, try cold calling and/or sending out email blasts. You don’t need me to tell you that those are ineffective as well.


Generating Marketing Qualified Leads (MQLs), or new connections resulting from the download of a digital item, is only one aspect of an industrial marketer’s job. They must take an active role in converting MQLs into Sales Qualified Leads (SQLs). Another issue in industrial marketing is this.

To develop lead scoring and qualification rules, Sales and Marketing must collaborate. Marketing can then use these preset rules to qualify MQLs. MQLs can pass leads to Sales after they achieve a particular threshold for becoming SQLs. SAL is the term used to describe this type of transfer. The term “Sales Accepted Lead” refers to a lead that has been accepted by a salesperson This is a crucial step in bringing Sales and Marketing together.

Once Sales accepts a lead, they must follow up to assess whether the lead is a genuine sales opportunity. They must give marketing with feedback so that these definitions can be refined as needed over time. That’s how you make a lead generation system that works.

Fixing the Problem

It’s not easy to come up with appropriate industrial marketing material for different stages of the buyer’s journey. It is a problem that many manufacturers face.

The top three content marketing problems, according to manufacturers who answered to a recent CMI study, are developing quality content rather than sales-oriented material, overcoming the typical marketing and sales attitude, and getting subject matter experts to create content.

Let me summarise by suggesting that industrial marketing for manufacturers and engineering firms cannot be limited to ToFu alone. You must use content marketing to its maximum potential at all stages of the buyer’s journey in order to meet the needs of the numerous stakeholders involved in the purchasing decision. When and where the target audience is looking for solutions to their problems, your material must be found.

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