By Susan Mitchell, Senior Consultant, Marketing 4 Manufacturers
As a product manufacturer, it’s critical that you face the facts about how buying decisions are made today:
FACT: You no longer control the flow of information about your product during the buyer’s journey from awareness to final purchase.
The Buyer’s Journey – Today’s easy access to information — primarily through the internet — allows buyers to direct themselves much further down the path to satisfying their product needs, without any direct contact with the manufacturer/seller.
Easy internet access changed everything — enabling buyers to not only easily research possible solutions and product information, but also to network with peers, access industry associations, and even attend virtual trade shows and events. In fact, depending on which study you read, as much as 60 – 70% of the buyer’s journey is complete before the buyer reaches out to your sales team. I would argue this may be even higher if you’re selling products to technical types like engineers who generally prefer to research on their own and dislike talking to sales people.
And if you are not “found” during these early Awareness and Consideration stages of the buyer’s journey, how will you even make the short list of vendors the buyer will reach out to?
Think about that a minute – this means marketing is now responsible for 60 to 70% of the buyer’s journey and sales is responsible for only 40 to 30%! But have your sales and marketing teams changed to respond to this new buyer’s journey?…..
…Read the Full Post with Resources at: Marketing 4 Manufacturers.
Indeed, taking full advantage of the changing roles in today’s marketing, especially for manufacturers who don’t have the resources in place, is a critical challenge that must be addressed.
I encourage you to contact me to discuss how we can tailor a marketing plan for you. We’re dedicated to helping small manufacturers with great products to be more successful through effective marketing strategies. This is why we don’t charge for an initial consultation and why we keep our fees very affordable.
— Susan Mitchell