Why Inbound Marketing Is a Smart Investment for Industrial Companies

Posted on Aug 1, 2013 by Kerry O'Malley

Your company already has a tried and true marketing plan. Ads in industrial magazines, direct mail, attendance at a few key trade shows, a company brochure. So if the traditional works, why open a new can of worms?

Because “traditional” is often synonymous with “expensive.”

Now don’t get us wrong; traditional marketing does yield results, but usually only after you’ve handed over a massive lump of your budget.

What if your industrial company could successfully integrate an active B2B online marketing campaign at a fraction of the cost of traditional marketing, but still attract a wide variety of new businesses and create a more steady stream of leads?

You’d get on board with that, right? Right.

What Exactly is Inbound Marketing?

Let’s start with the basics. What makes up your inbound marketing campaign?

Sure you’ve got your website, you may have even started a blog. But you can’t forget about your social media marketing strategy, your email marketing campaign, plenty of consistent, quality content on your website including blogs, video, and webinars,on and off-site search engine optimization, and of course, metric analysis and reporting.

All of these aspects of inbound marketing are crucial and the proof is in the pudding. Just this year, 45% of B2B companies have increased marketing budgets due to past inbound success. That is to say, B2B is wizening up and going full throttle when it comes to wooing clients online.

And don’t you want to reap some of those rewards?

Why Online Marketing is Important for a B2B Company

So we’ve appealed to your fiscally conservative side and defined inbound marketing to a tee, but now you want the goods: why exactly is online marketing important for B2B companies in the industrial sector?

  1. It differentiates you from the competition. Think about it. The majority of your competitors are probably not online and if they are, they probably aren’t actively building their campaigns. This gives you the opportunity to establish your company as the best there is on the web – an arena that reaches countless of potential clients.
  2. It proves you know your stuff. Churning out high quality blog posts, creating informative webinars, even tweeting out a link to a must read industry article – this is the type of social currency potential clients appreciate because it shows that not only are you truly interested in assisting them, but you’re also knowledgeable and on top of your game.
  3. It starts a conversation with your target audience. Whenpotentialclients are combing the search engines, they’re looking for an answer to their problem. And if you write a blog post or website page that answers that question, you’re engaging them in conversation. Odds are, they’ll most likely want to finish that conversation by picking up the phone or setting up a meeting with
    you in person.

So what’s the best way to set yourself ahead of the pack? According to Global Spec,you need to create online engagement opportunities that build brand awareness – this being the foundation of your entire online marketing campaign.

So there you have it, engage online for a fraction of the price and watch prospective clients take notice.

It’s worth opening the new can, isn’t it? We think so, too.

Works Cited

Global Spec. “Trends in Industrial Marketing 2012: How Manufacturers are Marketing Today.” Industry Trends & Research Reports for Industrial Marketers (2012): 4. Globalspec.com. PDF file.

How would you rate your current inbound marketing campaign? In what ways has it reached your target market better than traditional methods of marketing? In what ways do you think your inbound marketing campaign could improve?

Author: Kerry O'Malley


Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

2 responses to “Why Inbound Marketing Is a Smart Investment for Industrial Companies”

  1. Tom Repp says:

    Great overview Kerry. I think your top-level analysis is correct. Also…this is a huge opportunity for industrial marketers. Very, very few are taking advantage of this unique marketing opportunity. This stuff takes guts.

    I also like citing Global Spec.. they have some great research and good analysis.

    I would add that we have the pleasure of working with some B2B manufacturers and some industrial suppliers developing a content/inbound marketing strategy. All of our customers are run by 50-70 year old owners and this is a significant cultural leap for these folks. I truly admire ther courage because in every case they are getting huge push back from other management (tied to the old ways of marketing) and employees. But they are staying the course and they will be richly rewarded…in my hubble opinion.

    “by Tom Repp”

    • Kerry O'Malley says:

      Thanks, Tom!

      Marketects is also managing complete Inbound Marketing programs for several manufacturers and industrial service companies, and interestingly enough, these companies are also owned/led by individuals in the age group you mentioned. I think perhaps they’re willing to take a leap of faith because they’ve been around longer and have the years of experience to actually see that the traditional marketing methods that served them well 20 years ago just aren’t producing the same results.

      Like you, I respect their willingness to challenge their old ways of thinking (and also go toe to toe with others in the company who don’t see the value in what they’re doing!)

      If we can get the client to agree to monthly or quarterly review meetings with key personnel and they actually see first hand what results have been achieved, we have a better chance of minimizing opposition.

      Thanks again for your comments!

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