Table of Contents
How to implement an Inbound Marketing strategy to sell Machinery online?
Define your buyer persona
Create a Buyer Journey – conversion funnel
Define offers and content for your sales opportunities
Mature and qualify sales opportunities
Measure and analyze
What is Inbound Marketing ? Inbound marketing is an online marketing methodology that combines many techniques to transform users who are unfamiliar with your product into customers and even evangelists for your brand.
This is where many companies within Industry 4.0 are making the leap to industrial digital transformation. Inbound marketing is a winning strategy for marketing clinics email list machinery online, as it works very well under certain scenarios, where the sale of industrial or other types of machinery fits perfectly:
When a product needs to be explained : if the use and understanding of the machinery requires training or a certain level of technical knowledge, for example, or if it offers unknown functions, Inbound marketing allows this barrier to be eliminated through informative and educational content and to accompany the customer in this process without the need for additional resources.
B2B environments : companies that sell products to other companies have a great opportunity to enhance their strategy in Inbound marketing, strengthening communication with opportunities and clients through CRM solutions tailored to their needs and a well-defined sales process that streamlines and facilitates its execution. You can read more about how Inbound marketing is the best B2B strategy.
When the sale requires a certain maturation time : in these cases, the Inbound Marketing methodology is very strong, accompanying the maturation process of the opportunity until it becomes a potential client, at which point the sales team can intervene knowing that the opportunity is ready to receive an offer. This process is carried out through Lead Nurturing and Lead Scoring.
“ Inbound Marketing is ideal in B2B environments, for products that require explanation and when the client's maturation time is medium-high ”
In addition, this methodology allows you to automate marketing processes, avoiding unnecessary human intervention until the opportunity is ready to move from the marketing department to the sales department.
How to implement an Inbound Marketing strategy to sell Machinery online?
Define your buyer persona
You've probably heard of the concept of a Buyer Persona. We could sum it up as: an x-ray of your ideal client with their preferences, motivations, needs, lifestyle, as well as what they search for online and how they search for it. Knowing how to build your Buyer Persona will help you enormously to optimize based on their interests, needs and, of course, the type of machinery and sales processes of your company.
There are multiple templates to create your buyer personas. At GO2JUMP we especially recommend the free generator offered by Hubspot, the world leader in software applied to inbound marketing :
buyer-persona-sell-machinery-online
Create a Buyer Journey – conversion funnel
The industrial purchasing process is made up of phases with very specific objectives that range from the moment the buyer recognizes that he has a need, to the stage in which he is already a client of our company. In terms of Inbound Marketing, this process is defined as the Buyer Journey. Throughout this “journey”, the buyer carries out active search processes that respond to specific needs and in specific channels. If we are able to anticipate his search and have published in the appropriate media the precise content that he will be looking for, we will get the client to advance in the purchasing process, that is, through the conversion funnel.
In the following diagram, we show you the key marketing factors for each phase of the buyer journey and the most optimal content strategy for each one.
