Research shows the top three marketing challenges for industrial businesses are: - creating enough high-quality content - targeting the right audience - measuring success and return on investment. All three of these prevent manufacturers from being able to generate leads and ROI quick enough! This means you're likely struggling with long sales cycles, low speed to lead and pressure to deliver leads to your sales team. So, how can we fix this? We want to show you how to overcome these common marketing challenges with: - strong sales messaging and buyer personas - a structure for content creation - a killer marketing strategy - an enhanced marketing tech stack. On top of this, we'll discuss the solution to slow lead generation and how you can make a difference to your pipeline fast.

1. Manufacturing Marketing
Challenges & Solutions
Paul Moss

2. Agenda
• Significant manufacturing marketing challenges
• Standing out from the competition
• Creating enough high-quality content
• Lack of strategy
• Measuring success/not knowing what works
• Generating leads quickly enough and producing ROI

3. Most Significant Manufacturing Marketing Challenges
The Marketing In Manufacturing Report
1. Targeting the right audience & standing out
from the competition
2. Creating enough high-quality
content/resource
3. Measuring success/not knowing what works
4. Lack of strategy

4. All of these mean you can’t generate leads
quickly enough or produce ROI!

5. 1. Standing out from the competition

6. 1. Challenge - Standing out from the competition
• You’re up against business that offer very
similar products to you
• Finite marketplace
• Buying decisions are often cost driven
• The threat of overseas manufacturers puts
more pressure on pricing

7. 1. Solution - Standing out from the competition
Sales Messaging + Personas
The more ‘human’ elements of marketing.
You can have the best product on the market, but
if you don’t understand your audience, it will
count for nothing.
Think about the challenges you help your
audience solve, the pain you can take away, the
benefit you can bring them.

8. 1. Solution - Standing out from the competition
You need to think about…
• Core problems
• Trigger events
• Likely searches
• Alternatives
• Gaps in the market
• Value statement
• First value experience
• Risky assumptions

9. 2. Creating enough high-quality content

10. 2. Challenge - Creating enough high-quality content
• Content is king
• Answer common user questions
• Nurture prospects through the buying journey
• Position you as an industry thought leader
• Increase search engine positions
• Position 1 – 43%
• Position 2 – 37%
• Position 3 – 30%
• Position 4 – 19%
• Position 5 – 11%
• Position 10 – 3%
(Ignite Visibility)

11. 2. Solution - Creating enough high-quality content
• Commit to a content plan
• Use every brain in the business
• Repurpose content. A blog article could be
made into an infographic, a video
• Curate content
• Outsource
• Create content hubs

12. 2. Solution - Creating enough high-quality content
What is a content hub?
A content hub is made up of a pillar page, cluster
content and hyperlinks. The pillar page is a high-
level overview on a core topic. This is linked to
individual pieces of cluster content which focus
on different subtopics in more detail.

13. 2. Solution - Creating enough high-quality content
• Ensure you are creating content for each stage
of the buyers’ journey.
• Create content for each of your personas. They
will have different questions, concerns and
ideas!

14. 3. Lack of strategy

15. 3. Challenge - Lack of strategy
• Industrial marketers are increasingly affected by
a lack of strategy.
• Lack of focus
• Inability to meet goals
• Almost impossible to measure success
• Difficult to generate leads quickly

16. 3. Solution - Lack of strategy
• Have defined, measurable business goals
• Use the information found in sales messaging
workshops to guide your strategy
• Create a strategy document and share this with
your team
• Revisit strategy on a quarterly basis
• Tweak and refine

17. 4. Measuring success/not knowing what
works

18. 4. Challenge – Measuring Success
The buying process is complicated
• Long sales cycles
• Complex buying teams
• Multiple touch points throughout the journey
• Not knowing what works
• Wasted marketing budget
• Unqualified leads

19. 4. Solution – Measuring Success
Enhance your tech stack
• Integrate your website and CRM system
• Bring as many platforms as possible into one to
have a single source of truth
• Clear indication on which channels drive traffic
• Spend less time moving data between systems
• Have a clear engagement path from blog
articles right through to sales quotations

20. 4. Solution – Measuring Success
HubSpot
• Brings your website and CRM together with
minimal technical effort
• Allows you to track where leads are coming
from and which pages they are viewing on your
website
• It’s FREE
• Additional automation and sales management
hubs available for a fee

21. 5. Generating leads quick enough and
producing ROI

22. Lead Generation
73% of manufacturers use new sales leads
generated as a measurement for marketing
success (The Marketing In Manufacturing Report,
2022).

23. Your Challenges
What You’re Used To
• Traditionally long sales cycles
• Low speed to lead
• Pressure to deliver leads to your sales team
What You Need
• Leads, now
• Confidence that you will see results and achieve
ROI
• Minimal time to first lead

24. Traditional Marketing Campaign
• Takes weeks (if not months) to get going
• Big up-front costs before seeing any results
• Doesn’t help with lead generation RIGHT NOW

25. The Solution
Golden bucket of data
• New data investigation using your ICP
• Lost and lapsed customer data
• Your top 20 ideal prospects
• A tried and tested marketing framework
• Fast-paced marketing resource

26. Rapid Marketing Campaign
• 3-month rapid campaign
• High speed to lead
• Fast learning
• Achieved short-term needs
• Set foundation for long-term growth

27. Most Significant Manufacturing Marketing Challenges
The Marketing In Manufacturing Report
1. Targeting the right audience & standing out
from the competition
2. Creating enough high-quality
content/resource
3. Lack of strategy
4. Measuring success

28. Where to start?
Free 1-Hour Strategy Session
https://tinyurl.com/1hr-strat
You’ve seen what it takes to make lead
generation successful in manufacturing. Now let’s
talk about your business specifically.
We’ll cover:
• What your marketing and business goals are
• What marketing results you’re currently
generating (if any)
• Where your focus points should be for the next
6-12 months

29. Thank you