Thanks to the Internet, any company, no matter its size, has access to the public arena. Small organizations and global corporations compete head-to-head. The match for winning new business reaches a new level, where borders are blurry (if any) and the “best in breed” will succeed – no matter where in the world buyer and seller are.
No one can doubt that the sales environment has changed over the last few years and any search for a technology solution starts online. Buyers get as far as ⅔ through the buyer’s journey before they connect with a vendor – as long as that vendor passed the initial qualification made by the buyer.
Companies in the fields of industrial engineering, technology and science confront another challenge they cannot ignore. Technical audiences are sophisticated, well-educated, and truly skeptical about marketing. They don’t pick up calls from sales and they avoid any type of human connection with a business until they decide it’s time.
How do you contact and connect with such a challenging audience?
A B2B niche marketing strategy to reach a B2B niche market
Overall, technical companies own tons of information that they need to process and market.
This knowledge and the extent of products and services these companies carry cannot reach their niche target audiences by adjusting the strategies and techniques used in the business-to-consumer (B2C) sector. Use B2C marketing techniques and the plan is set for failure. You think “failure” is a strong word? I can say then that your company won’t achieve its full potential. Not very appealing anyways.
Technical business-to-business (B2B) niche markets call for B2B niche marketing strategies. With the same dedication your company defines its production process and looks for specialist that can understand or learn particular applications, your company also needs processes and specialists to help you get in touch with the leads that are hidden within your B2B global, still niche markets.
What do skeptical audiences want to hear about?
Engineers, scientists, technicians… they are trained to think critically, be rational and analytical. They are well-informed about marketing “tricks” and avoid commercial messages, especially when they buy on behalf of the organization they represent.
Rather than the old approach of “sales”, offer your audience education. If they have a business challenge they need to solve and they go online to look for a solution, share your expertise and offer them the opportunity to learn. Educate, educate, educate… the sales will come later.
Defining the path to find a skeptical but qualified B2B lead
No matter the size or level of maturity, I talk every day with companies whose sales are not where they want the sales to be. Companies try hard to connect with their very precise, qualified leads. These companies try email, trade shows, brochures, videos and phone calls. And then they say “we did all these but they don’t work”. I understand why they don’t work.
I see everyday companies struggling right at the foundation level: they either don’t produce materials to connect with their clients and potential clients, or they produce tons of materials but without a clear strategy and organized plan focused on lead generation. This results in a lack of focus, waste of resources, and incapacity to fully analyze results of their investments.
As good as your tactics may be, a series of tactics doesn’t guarantee quality results. I call quality results to qualified B2B leads within the specific market segment you need to penetrate. In my experience, technical companies interested in generating new leads experience most benefits when a well-defined B2B niche marketing strategy oriented to lead generation gets in place.
A B2B niche marketing strategy connects:
- your business goals,
- your lead generation goals,
- the resources available,
- timeline, and
- metrics to evaluate performance (key performance indicators).
Starting with the smart segmentation of your target market, define who your ideal customer is, and how s/he could use your product. Match your solution with the exact B2B niche market that has that application and needs your solution. Positioning your company as an expert in your field will support your efforts to build a strong international corporate image.
Rather than developing individual tools such as a brochure, placing an article, attending a trade show or publishing a monthly e-newsletter, develop a strategy oriented to identify and reach leads in your niche markets, one plan at the time.
That’s because, from the very beginning until the end, each element in your marketing plan should move your company closer to the goal: positioning as the expert, educate your niche market and connect with the best quality leads that are out there, waiting to hear from you.
If you read up to this point in the article and would like to learn more about lead generation in B2B niche markets for companies in industrial manufacturing, technology and science, download the strategic guide that NicheMktg prepared to help companies take the first steps in the right direction: Identify and Reach your B2B Niche Market: 10 questions to Help you Draft a Successful Strategy.
