INDUSTRIAL MARKETING: DEFINITION, CHARACTERISTICS,

STRATEGY, AND EXAMPLES

A GUIDE TO MODERN BUSINESS MARKETING

Industrial marketing, referred to as Business-to-Business (B2B) marketing, focuses on

marketing products or services to businesses rather than individual consumers (B2C).

There are some noteworthy differences compared to consumer-centric marketing. It is

about bigger purchase volumes and longer sales cycles. You need a deep
understanding of the industry and the ability to build long-term relationships and trust.
Communication in B2B marketing gets technical and is tailored to specific audience
needs. To reach potential customers effectively, you’ve got to approach business
marketing strategies differently from traditional consumer marketing. A personalized,
industry specific strategy is crucial.

This leads to industrial marketing management facing challenges like specialized

teams, strategic planning, regulatory compliance, and effective stakeholder
communication.

Industrial marketing covers both online and offline activities. Offline marketing
examples include brochures, print ads, and branded marketing materials. Online
examples are social media ads, newsletters, search engine ads, video ads, and ads in
online magazines. Effective marketing channels include social media platforms,
industry magazines/blogs, exhibitions/conferences, newsletters, websites, podcasts,
and short video platforms.

Sounds about the topic you have been looking for? Then, let us go ahead and start the
deep dive.

3 Highlights of this Article:

 What Is Industrial Marketing, and Why Is It Important

 Industrial Marketing Characteristics
 How to Create a Marketing Strategy and Real-Life Marketing Examples
 No time? [TL;DR] Read Summary

By Stephan WengerCategories: Definition30 min readLast Updated: September 2nd,

2023
TABLE OF CONTENTS

 Why Is Industrial Marketing Important?

 What is Industrial Marketing
 Industrial Marketing Characteristics
 Industrial Marketing Strategy (6 Steps Guide)
 Industrial Marketing Examples
 What You Can Learn From B2C Marketing
 Industrial Marketing pdf Book


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Chapter 1
WHY IS INDUSTRIAL MARKETING IMPORTANT?
Understand the Importance of this Marketing Type
Marketing refers to all your company’s actions to attract a target group to your
products or services. The aim is to generate demand, create new customers, and
positively influence sales. Marketing also aims to develop unique selling points and
demonstrate the value of your product. This fulfills customer needs, leads to customer
satisfaction, and helps establish a long-term sales increase.

All these things are essential for every company, independent of market and industry.

The distinct aspect of industrial marketing is that customers are other companies, not
individual consumers. This difference to consumer marketing (B2C or Business-to-
Consumer marketing) implies different marketing strategies, tactics, and actions.

Therefore, having a unique approach to industrial marketing is essential.

Statistics prove that since 2020, there will be a 69% increase in industrial advertising
spending in B2B markets. Further, there will be a 79% increase in spending on
marketing technology in industrial B2B markets.

This indicates that industrial marketing (=B2B marketing) is increasingly important.

A clearly defined B2B marketing strategy differentiates your business from
competitors and triggers growth.
B2B ad spending and B2B marketing technology spending © B2B Marketing World,
based on Statista Data (1) (2)

Chapter 2
WHAT IS INDUSTRIAL MARKETING
A Definition and Explanation
Industrial marketing is all actions and processes to market a product or service
to another company.
In other words, it is marketing directed at other businesses instead of directed at
consumers. The latter is called consumer marketing.

Industrial marketing is also called Business-to-Business marketing, or short B2B

marketing. B2B industry marketing is another synonym for this marketing discipline.

To fully understand marketing for industrial goods, we need to look closely at B2B
industries, B2B markets, and the nature of industrial goods.
Chapter Overview
 Industrial B2B
 Comprehensive Industrial Marketing Definition

INDUSTRIAL B2B
The terms industry or industrial and B2B are often used synonymously. However, this
must be corrected, as the terms have different meanings. Let us have a closer look to
comprehend the terms fully. This chapter also explains the features of a B2B market
and showcases industrial good examples.

TERMINOLOGY

 Industry and Industrial

These terms describe the companies and activities involved in creating goods and
services. The noun industry often describes different types of markets, such as the
steel, electricity, and food industries, but also segments like the tourist, marketing, or
leisure industries. This shows that “industry” is not only used for industrial products
but also refers to consumer markets. However, using industry without further detail,
we usually mean the manufacturing, B2B related companies.

The International Labour Organization defines 22 industries and sectors. Have a

glance at them to further digest what industry means.

That is why “Industrial” typically refers to factories, B2B markets, and businesses
producing goods.

 Business-to-Business or B2B

There are two markets: business selling to other businesses (B2B) or selling to
consumers (B2C). This is an easy-to-understand concept that is still valid nowadays.

B2B only describes to whom the company sells, but not in which industry the
company is active. Further, a company can also sell to both customer groups: B2B and
B2C. Many companies have a whole-selling segment that qualifies as a B2B market
while they sell to consumers simultaneously.

In other words, a company is active in a specific industry and sells to companies

(B2B), consumers (B2C), or both customer groups.

This leads us to the definition of a B2B market, also called an industrial market.

B2B MARKET
From our previous approach, it is already clear that a B2B market is where two
companies meet to exchange goods and services. The industrial market involves no
consumers, hence no individuals purchasing the goods for themselves.

While people are involved in selling and purchasing in many cases, the demand
always originates from the purchasing company.

This image shows this principle in a nutshell:

Business-to-Business and Business-to-Consumer Market in a Nutshell © B2B

Marketing World
For further reading, we comprehensively describe B2B and Business-to-Business
markets in our article about B2B Marketing.

WHAT ARE INDUSTRIAL GOODS EXAMPLE

There are thousands of examples of industrial goods. Whenever a company buys a
product from another company, this product can be described as an industrial good.
However, this is too vague. Therefore, we show examples with the help of the value-
added chain.

The value-added chain is all process steps from raw material to the final product. Each
step adds a specific value to the previous one.
Let us use the example of the raw material “iron ore” to the final product “laptop” and
list examples of industrial goods: iron ore is transformed into steel, of which thick
wire is made. The wire is used to manufacture tiny screws that are part of a graphic
card in a laptop. All these intermediate products are industrial good examples. The
manufacturer sells the final product (e.g., HP) to a retailer (still a B2B market) and
ultimately to the consumer.

B2B Value Added Chain Example © B2B Marketing World

In a nutshell, all intermediate products, including raw materials, are examples of
industrial or B2B goods. The workforce included in this manufacturing process is
industrial services.

Here is another industrial good example: from cotton to a t-shirt. This example
includes the B2B market part and the consumer market aspect. Please note that the
level of differentiation is increasing with every step of the value-added chain.
Value Added Chain B2B vs B2C © B2B Marketing World
COMPREHENSIVE INDUSTRIAL MARKETING DEFINITION
The basic definition is: Industrial marketing is all actions and processes to market
a product or service to another company.

However, this definition only covers some aspects of modern industry marketing.
Let’s break it down. A great starting point is the well-known “4P” concept of Philip
Kotler – marketing author, consultant, and considered by many as the founder of
modern marketing.

THE HISTORY OF INDUSTRIAL MARKETING

Industrial marketing originates from when Philip Kotler created today’s marketing
discipline. He linked marketing to products and distribution with his popular concept
of the marketing mix and the “4Ps of Marketing”.

By considering the product when defining marketing, the nature of the product and to
whom it is sold gained importance. This is also relevant because the buyer, the seller,
and the sold good define a market. Hence, the definition of a market is inseparably
linked to the definition of marketing itself.

This is a vital aspect to remember for all further discussions on industrial b2b
marketing and leads to a simple truth:
 An industrial good sold to another company is defined as industrial marketing.
Industrial marketing happens in an industrial market.

P. Kotler (c) Jack11 Poland, CC BY-SA 3.0 , via Wikimedia Commons

On the contrary, a consumer good sold to an end customer defines consumer

marketing in a consumer market.

With globalization and marketing internationalization, industrial marketing

terminology was replaced by business-to-business marketing. At the same time,
consumer marketing started to be known as business-to-consumer marketing.

INDUSTRIAL MARKETING DEFINITION

Industrial marketing, also known as business-to-business marketing or B2B
marketing, aims to market an industrial good or service to another company by
applying the marketing mix.
With a glance at the classic 4Ps of Marketing, the core aspects of industrial b2b
marketing are:

 Product: Industrial product or industrial service. In many cases, products require

services and are sold as a package. Example: process industry equipment needs to be
installed at the site.
 Place: Distribution, often globally, of the product from one business to another
company.
 Price: Purchasing departments, global agreements, and individual prices are
common in industrial markets.
 Promotion: Marketing communication of one company targeting other businesses.
Modern marketing disciplines such as online marketing, search engine marketing
(SEM), social media marketing (SMM), eCommerce, and content marketing are also
B2B marketing disciplines.

These articles further outline B2B Marketing and the differences between B2B
Marketing and B2C Marketing.
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Chapter 2
INDUSTRIAL MARKETING CHARACTERISTICS
6 Aspects Defining Industrial Marketing
Chapter Overview

 Overview of Industrial Marketing Characteristics

 Industrial Marketing vs Consumer Marketing
 Industrial Marketing Management

Industrial marketing differs from other marketing industries, e.g., consumer-centric

markets like travel, leisure, or food. This is obvious at first glance, as the products,
services, and customers differ.

OVERVIEW OF INDUSTRIAL MARKETING CHARACTERISTICS

So, what precisely sets industrial marketing apart? And what strategies can you
employ to ensure success? To answer these questions, we will explore business
marketing’s core characteristics. From long-term relationships and high-value
transactions to complex decision-making processes and highly targeted promotions –
we will unravel the threads that weave the fabric of industrial marketing. Let us start
with an overview of these industrial marketing features and characteristics:

 Industrial Product Complexity

 High Purchase Volumes
 Complex Purchase Process
 Longer Sales Cycle Time
 High Explanatory Effort
 Strong Buyer-Seller-Relationships

INDUSTRIAL PRODUCT COMPLEXITY

The complexity of an industrial good typically increases with every manufacturing
step. For example, the chassis of a vehicle is more complex than mining iron ore,
which is the raw material for steel production.
This technical complexity of products requires a deep understanding of the industry to
promote them effectively. Working principles and/or physical properties are often
essential for the buyer. This is a distinction to a consumer good mainly sold because
of its uses for the buyer. For example, the working principle of a mobile phone is less
important than battery time, size, and camera resolution. The camera module’s
mechanical, electro-optical, and electronic details are of utmost interest when
Foxconn works with Apple on the iPhone camera specifications.

HIGH PURCHASE VOLUMES

The purchase volumes in the B2B market are significantly larger than in the B2C
market. This is due to the nature of industrial requirements, where items like screws,
even though priced low per piece, are bought in large quantities to meet the demand.
As a result, the number of clients in the B2B market may be fewer, but the overall
volume of industrial purchases remains high. This emphasis on bulk purchasing
highlights the unique dynamics of the B2B sector and the importance of catering to
the specific needs of industrial customers.

COMPLEX PURCHASE PROCESS

The higher cost of each purchase increases the buyer’s risk. A more complex
decision-making process focuses on objectifying the decision. To reason the decision,
multiple people take different roles. A buying center consists of the Decision maker,
the buyer, the consultant, the user, and the information gatekeeper. Each role fulfills a
specific task to objectify the complex purchase decision.

LONGER SALES CYCLE TIME

Regarding the purchasing process, B2B companies often require more time due to the
complex decision-making process. Larger companies with complex demand tend to
have longer purchasing decision timelines. This is primarily because evaluating
various factors, such as budget, requirements, and internal processes, significantly
impacts the sales cycle time. As a rule of thumb – the bigger the company and the
more complex the product, the longer the purchasing decisions.

HIGH EXPLANATORY EFFORT

Due to their complexity, industrial goods have a higher explanatory effort towards the
end of the value-added chain. For example, the endurance of your garden table against
UV radiation. Details about how synthetic plastic withstands influences are harder to
understand and explain than the crude oil quality from which the plastic originates. In
the consumer market, the customer only wants to know if the table looks the same
after years.

STRONG BUYER-SELLER-RELATIONSHIPS
Due to their complexity, industrial goods have a higher explanatory effort towards the
end of the value-added chain. For example, the endurance of your garden table against
UV radiation. Details about how synthetic plastic withstands influences are harder to
understand and explain than the crude oil quality from which the plastic originates. In
the consumer market, the customer only wants to know if the table looks the same
after years.

INDUSTRIAL MARKETING VS CONSUMER MARKETING

Marketing is an essential element in the growth and success of any business. The
difference between these two marketing disciplines is to whom you market. As
mentioned above, in industrial marketing, your target group is another company. In
consumer marketing, you target consumers.

Based on the specifics of industrial markets, business marketing, and consumer

marketing have the following differences:

MARKETING AIM: RELATIONSHIP AND TRUST BUILDING

Industrial marketing usually involves a longer sales process than consumer marketing.
It is because the products or services sold in the industrial market are of high value,
complex, and require more time for evaluation. Therefore, the industrial marketer
must establish a long-term relationship with the target clients to build trust. In
contrast, consumer marketing emphasizes impulse buying, and the sales process
happens instantaneously. Establishing a relationship with the consumer is not
necessarily a priority; instead, the focus is on creating an emotional connection with
the brand.

STORYTELLING AND PRODUCT COMPLEXITY

In industrial marketing, the products and services offered are usually more technical,
sophisticated, and complex. The target audience needs to understand the technical and
working principles of the products. Further, they need to know their functioning
before making a purchase decision. Industrial marketing involves lengthy negotiations
and consultations and requires marketers with industry-specific knowledge. Industrial
marketers need to support potential consumers throughout the whole buying journey.
The stories you have to tell sometimes last a year or longer. Conversely, consumer
marketing involves less technical products and services that only require basic
knowledge to operate. Storytelling can focus on emotions and short-term results. Main
USPs are easier to catch and, hence, to communicate.

COMMUNICATION
As a result, industrial communication is often highly technical, with complex
language and jargon to meet the target audiences’ specific needs. Industrial marketing
 communication is more personalized than consumer marketing, which can use various
mass communication tools such as TV, radio, billboards, newspapers, Facebook, and
Instagram. It may include on-site visits, seminars, and customer conferences to close
deals and build long-lasting relationships. Social media and online communications
are equally important in industrial marketing. The communication style must be
adapted, and content quality is most important.

These three aspects are only the tip of the iceberg when comparing industrial
marketing vs consumer marketing. This whole article on B2B vs. B2C outlines all
relevant details.

INDUSTRIAL MARKETING MANAGEMENT

You already know that B2B marketing strongly differs from consumer marketing.
This fact also impacts managing a marketing team of industrial companies.

While there are several challenges, industrial marketing managers can leverage
existing consumer marketing principles.

Let us have a closer look at both aspects:

CHALLENGES OF INDUSTRIAL MARKETING MANAGEMENT

As a direct result of business marketing specifics, these are the main challenges for
marketing management:

 Need for specialized teams: The complexity of decision-making and the necessity
for technical product knowledge requires specialized marketing teams with a deep
understanding of industry specifics and technical nuances.

 Strategic long-term planning: Given the length of sales cycles in industrial

marketing, strategic long-term planning becomes crucial, focusing on nurturing
relationships and building trust over time.

 Navigating regulatory landscapes: Marketing managers must navigate the

regulatory landscapes of their industry. Including global requirements and
understanding how these laws impact marketing efforts.

 Price positioning: In highly competitive markets with price pressures, marketing

managers must carefully strategize their product’s price positioning, balancing
profitability with market competitiveness.

 Effective stakeholder communication with a focus on top management: Given

the involvement of multiple stakeholders in decision-making, effective, clear, and
 timely communication becomes crucial. This ensures meeting all parties’ needs and
expectations.

 Global challenges: As many industrial companies act globally, marketing teams

must handle multiple languages and cultures. Local specifics demand local
marketing teams. This increases the management duties of a centrally organized
marketing approach. Culture affects marketing messages, which results in localized
content of global campaigns.

 Small budgets and limited resources: industrial companies are not built on
marketing. The focus lies on R&D, product management, and sales. Marketing is
often a supporting function with subsequent limited budgets and resources. This
requires smart management and long-term thinking.

HOW TO LEVERAGE LEARNINGS FROM CONSUMER MARKETING

This aspect is often overlooked. Marketing trends arise from changing consumer
behavior. This impacts consumer marketing, hence B2C marketing, much earlier than
industrial markets. Therefore, industrial marketing management needs to closely
monitor B2C marketing and learn from it.

The easiest way to be a trendsetter in industrial marketing is to adopt what is

established in consumer markets early.

A simple but effective way to stay ahead of your competition. However, be careful not
to chase the latest marketing trends just for the sake of it. Always match B2C trends
with industrial requirements.

See an example below.

Chapter 3
INDUSTRIAL MARKETING STRATEGY (6 STEPS GUIDE)
Learn How to Creat Your Own Marketing Strategy
Chapter Overview

 What is an Industrial Marketing Strategy

 6 Steps to Create an Industrial Marketing Strategy

As an industrial marketer, you understand that traditional marketing approaches used

in the consumer market are only sometimes applicable or successful in industrial
products. It takes a different approach and strategy to reach potential customers who
need heavy machinery, factory equipment, construction tools, and other large-scale
tools for their businesses.
 Let us look at an industrial marketing strategy and 6 steps to create your tailored
strategy paper.

WHAT IS AN INDUSTRIAL MARKETING STRATEGY

An industrial marketing strategy defines how to achieve your targets and connects
your vision with marketing actions. It is the essential management task to define all
aspects of your marketing.

There are different marketing strategy types:

 Marketing Strategy Business Types: They are derived from the business goals, like
differentiation, focus on niche markets, or cost leadership.

 Marketing Strategy Frameworks: These universal valid concepts work for all market
types. This includes 6 steps to create a strategy (see below)

 Marketing Strategy Disciplines: You need to create a marketing strategy derived

from the company strategy. Consequently, all other marketing discipline strategies
have to follow. Examples are Social Media Marketing Strategy, Search Engine
Marketing Strategy, Digital Marketing Strategy, Content Marketing Strategy,
Account-based Marketing Strategy, etc.

For now, we do not go into more details here. The necessity of a proper industrial
marketing strategy is obvious.

6 STEPS TO CREATE AN INDUSTRIAL MARKETING STRATEGY

The following steps are a universal valid framework to create marketing strategies.
This blueprint applies to industrial marketing strategies as well as to consumer
marketing strategies. In essence, these aspects are of use for all strategy types:

 Step #1 – Define marketing aims

 Step #2 – Analyze the status quo
 Step #3 – Define your target group
 Step #4 – Describe the customer journey. Your Marketing Tactic.
 Step #5 – Create your marketing plan
 Step #6 – Make your results measurable

For further reading, have a look at this B2B Marketing strategy article.

Chapter 3
INDUSTRIAL MARKETING EXAMPLES
Examples of Product Marketing, Advertisement and Marketing Channels
 Chapter Overview

 Industrial Product Marketing Example

 Industrial Advertisement Example
 Industrial Marketing Channel Example

Industrial marketing has an intimidating reputation. But it doesn’t have to be hard!

B2B marketers understand their customers and can tailor strategies and campaigns to
meet the needs of a niche industry. Let us look at some successful business marketing
examples that demonstrate common industrial marketing aspects. Including product
marketing, industrial advertisement, and marketing channels in action.

INDUSTRIAL PRODUCT MARKETING EXAMPLE

Here are 3 examples of how to market industrial products:

 Insights Hub by Siemens

 Caterpillar CAT® S62 Smartphone
 Bosch Rexroth

EXAMPLE NUMBER 1: INSIGHTS HUB BY SIEMENS

Siemens recognized the need for digital transformation to improve operational
efficiency. Insights Hub is a cloud-based Industrial Internet of Things (IIoT) operating
system. It enables businesses to use data and digitalization to optimize manufacturing
processes. Examples of how Siemens market their solution.

Focus on Solution instead of Features:

Efficient marketing focuses on how to help the customer, not how nice the product is.
Siemens outlines 6 areas they can help their target group. These areas are backed with
download material in a resource hub.
Solution focused communication © Siemens

Strategic Industry Collaborations:

To showcase the effectiveness of Insights Hub, Siemens collaborated with prominent

manufacturers across various industries. From automotive to aerospace and
electronics. These collaborations allow them to demonstrate how Insights Hub
improved manufacturing processes, minimized downtime, and reduced costs. Siemens
uses Success Stories to market these partnerships. Each story has its own website
using a clear structure, including challenges, the key to success, and results. A
statement of high-ranking officials builds trust and social proof.

Industrial Marketing Example – Siemens Success Story © B2B Marketing World

based on screenshot Siemens
Thought Leadership Content in a Resource Hub:

To establish thought leadership, Siemens hosts webinars and produces thought-

provoking content. The resource library currently features 132 contents, including
reports, articles, success stories, e-books, fact sheets, infographics, and more. Their
experts discussed the benefits of smart manufacturing, shared success stories, and
provided insights on implementing Insights Hub to drive digital transformation. You
can filter by asset type and product, which makes it easy to find the exact content you
want.
Industrial Marketing Example – Siemens Resource Hub © B2B Marketing World
based on screenshot Siemens
EXAMPLE NUMBER 2: CATERPILLAR CAT® S62 SMARTPHONE
Caterpillar is a global leader in construction equipment manufacturing. You probably
wonder why they market smartphones? The answer is to address the unique needs of
professionals in rugged environments. They realized this need because they are deeply
involved in the heavy-duty industry and saw the demand. The phone offers advanced
durability, thermal imaging capabilities, and innovative features designed for the
construction, mining, and engineering industries. In addition, the phones are drop
tested, waterproof, and have a strong battery.

Caterpillar’s marketing circles around these unique smartphone features. Bold, clear
pictures and descriptions make it easy to comprehend the features.
Industrial Marketing Example – Caterpillar Smartphone © B2B Marketing World
based on Screenshot Caterpillar

EXAMPLE NUMBER 3: BOSCH REXROTH

Bosch Rexroth is a global B2B engineering and technology company. They specialize
in providing innovative hydraulics solutions to manufacturing, construction, and
industrial automation industries.

Digital Configurators and Tools:

Rexroth offers thousands of products and services that consist of multiple elements.
Unique customer requirements result in countless different configurations. Various
online tools and configurators support potential customers in finding their industrial
solutions.

From an industrial marketing perspective, these tools educate the target group and
result in qualified leads. Customers can configure their desired solution without the
support of a sales representative. This not only saves time and resources but also
decreases requests that cannot fulfilled by Bosch Rexroth.

Bosch Rexroth Online Tools and Configurators © B2B Marketing World based on
screenshot Bosch Rexroth
Customer Support and Training:

Bosch Rexroth offers comprehensive customer support, technical assistance, and

training programs for their B2B customers. These services ensure that clients can
maximize the performance of their bought solutions. Although many companies have
learning academies for employees, it is noteworthy to offer a learning platform for
customers. This approach strengthens the thought leadership positioning.
Bosch Rexroth Academy for Costumers © B2B Marketing World based on
screenshot Bosch Rexroth
INDUSTRIAL ADVERTISEMENT EXAMPLE
Advertising is a paid form of marketing communication. Within the marketing mix,
advertisement is part of “Promotion”. There are two main industrial advertisement
types: online and offline. Industrial marketing has the reputation of being traditional
 and offline advertisement-focused. Fact is that online advertising spending is
increasing year over year.

B2B digital advertising spending in the United States from 2015 to 2024 © B2B
Marketing World, based on Data from Statista
In 2024 digital ads will make up 50% of all B2B ad spending.

Therefore, online and offline advertisements are vital for industrial marketing. Let us
look at some examples of both types of industrial advertising.

OFFLINE INDUSTRIAL ADVERTISEMENT

There’s no further definition necessary of what offline advertisement is. However,
modern marketers aim to connect both worlds. For example, the usage of a QR code
linking to a landing page on an advertisement in a printed magazine.

Some further examples:

 Brochures and other branded print material.

 Print adverts in B2B magazines.
 Logo advertising in branch indexes is still part of the game for traditional supplier
evaluation.
 Advertorials, which is a paid article that has editorial character.
 Seat drops at conferences.
 Branded marketing material at exhibitions, including both design and marketing
gifts.

Less relevant for industrial advertisement, but worth mentioning: TV commercials,

radio adverts, and direct mailing.

ONLINE INDUSTRIAL ADVERTISEMENT

Online advertisement has some significant advantages over offline ads. Targeting is
way more effective, as behavioral data and personal information are used to reach a
specific target group. Modern industrial marketing uses the sheer endless online
sources to gain insights and use them for targeted campaigning. Further, online ads
can be tracked, and it is easier to show an ROI. Optimization, like A/B testing, helps
to make online ads highly efficient.

The most important online advertisement examples are:

 Social media advertisement, with a focus on LinkedIn. Multiple advertisement forms

are available. Website visitors can be tracked across platforms. Retargeting
campaigns are standard.
 Newsletter advertisement in both owned newsletters and paid 3 rd party newsletters.
 Search Engine Advertisements, short SEA, including Google Ads and Google
Display Network. This aspect goes hand in hand with Search Engine Optimization
(SEO).
 Video advertisement is on the rise. Social video platforms like YouTube or TikTok
over multiple options to advertise videos and animations.
 Advertisements in online magazines, platforms, blogs, and industrial platforms.

INDUSTRIAL MARKETING CHANNEL EXAMPLE

A marketing channel provides information to reach your target audience. The holy
grail is the combination of the right content, at the right time, for the right target
audience, provided in the right channel.

Industrial marketing channels are similar to consumer marketing channels. The

differences between these two marketing types are less pronounced from this
perspective. It is the content and the used content formats that make an impact.

However, some channels suit industrial markets better than others. Examples are:
 Social Media, Professional Business Networks, LinkedIn
 Industry Magazines and Blogs
 Exhibitions and Conferences

SOCIAL MEDIA, PROFESSIONAL BUSINESS NETWORKS: LINKEDIN

With over 745 million users globally, LinkedIn is one of the most effective tools for
strategic networking in the B2B landscape. Leveraged correctly, it can be a substantial
driver of lead generation and business growth. Many different organic and paid
content forms are available. LinkedIn has personal profiles and company profiles.
This powerful platform helps you make meaningful connections and network 24/7.

INDUSTRY MAGAZINES AND BLOGS

Magazines, blogs, and platforms dedicated to specific industries remain vital
information sources. Whether in online or offline formats, these publications provide
trustworthy content as editorial teams secure quality. Content types include technical
publications, whitepapers, and long-form articles. Moreover, these channels offer
opportunities for paid content, such as advertisements and advertorials, which can
significantly increase your reach and engagement with the target audience. These
channels allow you to position your business with the latest industry trends, insights,
and innovation.

EXHIBITIONS AND CONFERENCES

Exhibitions and conferences, whether in-person, online, or hybrid, play a crucial role
in industrial marketing. These events are not only limited to the industrial sector. But
still hold significant importance in the overall marketing mix. While face-to-face
events were on hold during the COVID-19 pandemic, the value of personal
networking and meet-and-greet interactions has become more pronounced than ever
before.

Industrial events come in various forms, offering unique opportunities for businesses
and professionals:

 Large exhibitions serve as platforms to showcase the latest product and software
innovations. They allow attendees to see, touch, and try out cutting-edge solutions.
These exhibitions are where industry leaders, experts, students, and future
employees gather to explore new technologies and trends.
 Conferences focus on thought leadership, knowledge transfer, and networking
prospects. They bring together industry professionals and subject matter experts to
discuss and share insights on emerging trends, challenges, and best practices.
Attendees can benefit from thought-provoking presentations, interactive panel
discussions, and networking opportunities.
 By participating in these events, businesses can gain exposure, establish strategic
partnerships, and position themselves as a thought leader in their respective industries.

Other marketing channels are universally valuable for consumer and industrial
markets. For example:. Examples are:

 Newsletter
 Company Website
 Podcast
 Short Video Platforms

NEWSLETTER
Newsletters offer a powerful way to establish your business as a leading authority.
However, resisting the temptation of bombarding readers with sales pitches and
product information is essential. Instead, focus on delivering value. Engage your
audience with captivating stories and share valuable insights about the market,
including the latest trends, news, and educational content.

Adopting this approach increases the chances of achieving higher open rates and
building a loyal readership. Say no to spammy emails and yes to meaningful
connections through well-crafted newsletters.

COMPANY WEBSITE
Your company’s website is the cornerstone of your online campaigns, serving as a
gateway for users to explore and access content throughout their customer journey.
It’s not just a website—it’s a virtual business card representing your brand online.

Curate the homepage content carefully and showcase your portfolio effectively.
Visitors should grasp your company’s offerings and how you can help them within
seconds. Strategic calls-to-action (CTAs) placed throughout the site enhance the user
journey, guiding them towards desired actions.

Remember to address different target groups. Alongside business-related content,

including news updates, job listings, press releases, and legal information.

Your business website is a primary communication channel and a valuable asset.

Investing into content marketing and SEO establishes a user-friendly and informative
site. Which will establish trust, engage your audience, and drive conversions.

PODCAST
Podcasts are a powerful industrial marketing channel that gives your brand a voice
and humanizes it even further through video podcasts. The growing popularity of
podcasting is changing content consumption for good. People increasingly prefer
seeing and listening over reading. One of the greatest advantages of podcasts is that
they can be consumed passively during a commute or workout. From a brand
perspective, a podcast is essential for storytelling, brand building, and educating your
audience.

You have two options: host your own podcast show and feature leading industry
experts as guests or strive to be a guest on established shows. Both approaches can
significantly enhance your brand’s reach and impact.

SHORT VIDEO PLATFORMS

Video content is not a new phenomenon. With over 2 billion monthly active users and
over 30 billion daily views, YouTube has firmly established itself as a leading
platform (Source: Sprout Social). However, the emergence of short video platforms
like TikTok and YouTube’s own Shorts format has brought a fresh wave of
innovation to the world of video content.

Since its release in 2016, TikTok has had an impressive 3.5 billion downloads. This
unique platform has revolutionized content creation and consumption, offering a new
form and style of short videos. Even industrial companies can now leverage this
platform to effortlessly create video content without the need for expensive equipment
or production companies.

Short videos present many opportunities, including branding, employer branding,

education, and entertainment. The possibilities are truly limitless.

Chapter 5
WHAT YOU CAN LEARN FROM B2C MARKETING
Learn How to Use Consumer Marketing in B2B
Are you wondering what to learn from consumer marketing? It is a crucial aspect that
often gets overlooked. It is vital, as many marketing courses focus on consumer
markets instead of industrial markets.

Marketing trends are influenced by evolving consumer behavior. This impact is felt
much earlier in consumer marketing than in industrial markets. That is why it is
important for industrial marketing management to closely monitor B2C marketing and
learn from it.

So, how can you become a trendsetter in industrial marketing? Like in consumer
markets, one simple yet effective way is to be an early adopter. It is a great strategy to
stay ahead of the competition. Industrial marketing must not be boring. It can be as
catchy and emotional as consumer marketing.

This example from Vattenfall is a prime example of modern industrial marketing:

“We’re not getting into the beauty industry. But we are in the business of producing
fossil-free hydrogen. A fuel that emits water instead of carbon dioxide. To prove how
clean those emissions are, we’ve teamed up with model and climate advocate Cara
Delevingne to showcase a limited-edition face mist. We call it Industrial Emissions
Face Mist. It’s a 50ml bottle of systemic change, refreshing everyone’s view on.”
Vattenfall is one of Europe’s largest producers and retailers of electricity and heat.
Their target is to produce fossil-free hydrogen. They partnered with the model and
climate advocate Cara Delevingne, for an outstanding campaign to create a face mist
from hydrogen emissions. Instead of CO2 emissions, fossil-free hydrogen emits water.
This water is used to produce the “Industrial Emissions Face Mist” limited beauty
product.

The campaign claim is “Industrial emissions – clean enough to put on your face.”

This is a powerful claim to prove how clean these emissions are. Would you put
anything but the highest quality product on your face?

The heart of this industrial marketing campaign is a video, a landing page, and the
face mist itself.

The beauty product “Industrial Emissions Face Mist” is produced in batches, and
people can secure their mist for free. Vattenfall shows a countdown till the next drop,
and the CTA “Claim your bottle” converts visitors. Everything is on a clever,
designed landing page.
Industrial Marketing Example – Vattenfall © B2B Marketing World, Screenshot
from Vattenfall
The landing page uses great type, is easy to understand, and uses powerful images. In
addition, Vattenfall educates visitors with basic educational content on how fossil-free
hydrogen is created.
Vattenfall – Landinpage Educational Content © B2B Marketing World, Screenshot
from Vattenfall
This is an excellent example of how to use B2C mechanisms and styles and adapt
them for industrial marketing.

Chapter 6
INDUSTRIAL MARKETING PDF BOOK
Download for Free!
This informative article offers a comprehensive and in-depth overview of modern
industrial marketing.

It delves into the core concepts, defining industrial marketing and its significance in
today’s business landscape. The article explores various industrial marketing
strategies and channels, providing valuable insights. Additionally, it showcases real-
life examples of successful industrial advertising campaigns and illustrates these
strategies’ practical application.

All this valuable information is now conveniently accessible in a comprehensive PDF

book on industrial marketing, enabling readers to dive even deeper into this
fascinating topic.
 READ E-BOOK

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Chapter 7
SUMMARY [TL;DR]
Industrial Marketing in a Nutshell
Also known as Business-to-Business (B2B) marketing, industrial marketing involves
promoting products or services to other businesses rather than consumers. It covers
exchanging goods or services between two companies, with no involvement of end
consumers.

Industrial goods are categorized based on the Value Added Chain. It is based on the
4Ps of Marketing (Product, Place, Price, and Promotion), modern digital marketing
strategies, and various marketing channels.

Industrial marketing distinguishes itself from consumer-centric marketing due to

higher purchase volumes and longer sales cycles. It requires a deep understanding of
the industry and establishing long-term relationships and trust.

Communication in industrial marketing is technical and tailored to specific audience

needs, while consumer communication tends to be simpler. Industrial marketing
management faces challenges such as specialized teams, strategic planning, regulatory
compliance, and effective stakeholder communication. Marketers can draw insights
from consumer marketing to adapt to industrial requirements. This is an effective
strategy for marketing management to stay ahead of the competition.

To effectively reach potential customers, industrial marketing strategies necessitate a

different approach than traditional consumer marketing. A tailored strategy is crucial,
involving defining marketing objectives, analyzing the current situation, identifying
the target audience, mapping out the customer journey, creating a marketing plan, and
measuring results. A well-crafted industrial marketing strategy is paramount for
success in this field.

Industrial advertising encompasses both online and offline activities. By 2024, digital
ads will account for 50% of all B2B ad spending. Offline marketing examples include
 brochures, print ads, and branded marketing materials. Online examples are social
media ads, newsletters, search engine ads, video ads, and ads in online magazines.

Effective industrial marketing channels include social media, industry

magazines/blogs, exhibitions/conferences, newsletters, websites, podcasts, and short
video platforms.

READ FULL BIO

STEPHAN WENGER
B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of
experience in leading global companies. His extensive expertise lies in the realms of
B2B online marketing, content marketing, strategic marketing, and driving synergy
between sales and marketing, including effective lead management.

By Stephan WengerCategories: Definition30 min readLast Updated: September 2nd,

2023
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