Marketing to industries differs significantly from marketing to consumers. Here's why:
- Your market is relatively small. Your customer base may range from a few dozen companies to a few thousand—but it won’t be the tens-of-thousands or even millions found in the consumer market. This makes every one of your prospects extremely important and the competition for their business tougher.
"I was pleased with the way you worked with me on my new product introduction. In addition to writing and designing quality promotional materials, you made helpful suggestions on how to market my product in the most cost-effective ways. Working with Malvern Communications is a real pleasure. You have a genuine interest in your clients and are enthusiastic about applying your marketing and creative expertise to help them succeed. I look forward to continuing our relationship in the future."
Kevin Leahy, Inventor and Developer of The SpoutOff
- The purchasing process is longer and usually involves a group of people. In many cases, a decision to buy your products or services will be based on input from a number of individuals. Often these key decision makers and influencers operate behind the scenes. A variety of marketing channels may be required to successfully reach and communicate with those who have the authority to say yes.
- It costs more to make a sale. Industrial and business-to-business products are usually more expensive than consumer goods, and the buying process is almost always multi-step. So it is necessary to build a relationship with prospective customers—a process that takes time and effort. This translates into higher costs per sale.
- Prospects need to be educated about what you are selling. Purchasing agents, plant engineers, and other business decision makers are usually less susceptible to emotional appeals than consumers. They buy more on logic and an in-depth evaluation of your product’s features and benefits. They need to be assured that their decisions make business sense and that the products they purchase represent a good value to their company.
- It all begins with a lead. Your buyers rarely walk into showrooms or retail outlets. Instead, the purchasing process begins when prospects request information about something they’ve seen or read in a trade journal advertisement, direct mail package, email message, news releases, or on your website. So the key to marketing success is generating quality leads and responding to them effectively.
Malvern Communications has a proven track record of success in the field of industrial and business-to-business marketing. We hope you will give us an opportunity to put this special expertise to work for you.