Industrial marketing plan: 6 key points to consider

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This is why marketing must contribute to making the offer easily accessible to these decision-makers, but also to making this information personalized and attractive to the individual interests of each one of them. In certain markets, with long sales processes and high-value transactions, it is advisable to activate new marketing strategies based on specific accounts (see Account Based Marketing by Sangram Vajre ).

Communicating the value proposition
Traditionally, in B2B environments, communication has focused on the product, on making known its specifications, functionalities and benefits, leaving aside how this product satisfies the client's needs. thailand whatsapp number data In B2B environments, it is necessary to talk about solutions, about how these solve the clients' real problems. For this reason, an in-depth study of the client's profile will give us the necessary communication information to connect their problems with the solution offered through the product being marketed.

Consultative selling
If the above has put the focus on placing the customer and their needs at the centre of the business strategy, and therefore, in the marketing action, it is necessary to review the role of sales managers. We must stop having the sales force revolve around the product and its characteristics, it is necessary for the sale to be a consultative sale. To do this, it is necessary to study, listen to and understand the customer's needs and only after this work will we be in a position to know if the product being sold is truly a solution to their problems. The marketing action must be aligned with the needs of the salespeople, providing the appropriate materials for the sales process, but also facilitating access to all the information about the customer's needs and their interaction with the company.

Resources and means
B2B marketing departments have traditionally lacked the means, resources and skills necessary to carry out marketing in capital letters.

At this point, the figure of the " orchestrator " becomes important, a T-shape profile within the company who is knowledgeable about the product and the market, with a certain track record in the company and with soft skills that allow him to be a catalyst for actions between the sales departments, product managers and the marketing department itself.

These are the keys that we at the Aeroplano team address when we begin a collaboration with our clients. They are the 6 key aspects on which we work to deploy the best marketing plan,