5 Ways To Redefine Your B2B Manufacturing Marketing Strategy In 2020

With the start of 2020, now is the time to look ahead and start setting your industrial marketing plan for the rest of the year to come. But you can't just recycle the same old tools and tactics from 2019; you're going to need to redefine your approach if you want to succeed in 2020.

Here are five ways you can do just that.

b2b manufacturing strategy

1. Invest In Video Marketing For Your B2B Marketing Strategy

Stop us if you've heard this before, but video marketing is kind of a big deal. According to Cisco, by 2021 video will account for 80 percent of all internet traffic, making it by far the most dominant form of digital content. But in addition to being dominant, it's also really effective. Video marketers get 83% more qualified leads per year and 80% say that video marketing has helped increase sales.

If you aren't investing in video marketing yet, or if you've merely dipped your toes in the water, it's time to take the plunge. Fortunately, there are many tools and resources that make it easy to get started with video marketing.

Related Content: How To Get Started With Video Marketing

2. Put Your Buyers First

When setting their industrial marketing strategies, most manufacturing companies put lead generation front and center. That's certainly understandable; after all, generating qualified leads is the entire purpose of inbound marketing.

However, instead of focusing on meeting your goals, start focusing on meeting the goals of your buyers. Understanding B2B buyers  their challenges, habits, and processes  can help you better align all of that great content you are developing to meet their needs and drive new business. It's also essential to create accurate buyer personas to fuel your campaigns.

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3. Test Your B2B Manufacturing Website 

Industrial marketing is not a set-it-and-forget-it discipline; you need to constantly improve upon your efforts, lest you start going backwards. That may sound like a pretty big undertaking, but it's actually made possible by embracing the power of small tests.

Iterative testing, or A/B testing, is the process of creating two (or more) versions of digital marketing assets in order to determine which performs better. You can apply these tests throughout your digital marketing footprint on your manufacturing website, in your emails, within your PPC ads, etc. 

Test Your Form Position To Increase Conversions

Studies show people look at the left side of the screen first. To help draw more attention to the form and increase submissions, we tested form alignment. Variation A (our control) had the form on the right, while Variation B had the form moved to the left.

Test A


Test B


The conversion rate more than doubled with Variation B! While Variation B is the clear winner in this particular experiment, our testing and optimization efforts didn’t stop there; our team is continuing this test with another subtle change to ensure we’ve optimized the page to the fullest. 

Here at Thomas, we regularly utilize testing as part of our Thomas Marketing Services. Check out more examples of what tests you can run for your B2B manufacturing marketing strategy.

4. Take Your Manufacturing Brand Seriously

Your company is so much more than a provider of industrial goods or services. Maybe it's an unparalleled beacon of quality, a hub for innovation, a spark for essential causes, or something else entirely. Whatever your company is, you need to let B2B buyers know it through brand marketing.

Effective branding can help set you apart from your competitors in a crowded marketplace and make you more relatable and trustworthy to potential customers. Best of all, a strong manufacturing brand makes all the rest of your marketing efforts a lot easier, and a lot more effective.

5. Move Beyond Basic Analytics

Since the term digital marketing was first coined, marketers have been trying to determine the ROI of their efforts. But you know what? Most have been doing a pretty bad job of it.

That's because they and the tools that they use tend to focus on things that don't matter, such as views, clicks, impressions, etc. While those metrics do have their place, what really counts is your ability to generate leads.

In fact, we polled more than 600 manufacturers and industrial companies across the U.S. to learn what's going on in their marketing and sales and we found that almost 35% of manufacturers surveyed are not using an analytics tool like Google Analytics or Thomas WebTrax.

Digital Readiness Survey - Analytics Chart

Valuable Insight: Knowing how other companies are faring in your industry gives you an idea of where you stand and how you can improve.

To help you plan for this year’s marketing and sales strategy, check out the results of our 2020 Digital Marketing Readiness Survey.

Assess Your Current Marketing Strategy And Efforts

These five tips can help you jumpstart your results in the New Year. However, in order to ensure sustained success, you're going to need to understand all of the many tools, technologies, and terms inherent in a modern B2B manufacturing marketing strategy.

We're offering a Digital Health Check so you can learn from the experts what your business is doing right and where it can make improvements in your digital marketing efforts.

Digital Health Check

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