3 Business-to-Business Manufacturing Lead Generation Strategies That Work

Are you a manufacturer seeking to connect with prospects, increase brand awareness, and generate qualified leads that ultimately convert into customers? Keep reading to learn 3 B2B manufacturing marketing strategies that can help you do that!

1.Utilize Influencer Marketing to Grow Your Brand’s Following

Manufacturing decision-makers more often than not will make purchasing decisions based upon recommendations from industry experts and their peers. Many of our manufacturing clients have seen success by utilizing influencer marketing strategies. 

To start, meet with your marketing and sales teams to make a running list of industry influencers. Industry influencers are not necessarily individuals with gigantic social media followings; rather they are people who are considered ‘thought leaders’. 

We suggest ‘micro-influencers’, meaning industry leaders with under 10,000 followers on their social media channels, but with high engagement from their audience (which aligns with YOUR target audience or “persona”.) 

Contact your target list of influencers to discuss collaborating via guest blogging, co-presented webinars/events, and social media post strategy. When reaching out to influencers, it is important to have a clear understanding of what marketing tactics would be mutually beneficial. 

2. Develop an Event Marketing Strategy

Events are tried and true ways to generate leads and close sales. However, it is important to have a clear strategy behind your events. When considering participating or hosting events, start with your goal in mind. For example, if your goal is to build stronger relationships with prospects and shorten the sales cycle, self-hosted events like webinars, small-group plant tours, or live video demos could be a great option. If your marketing goal is growth, large events like trade shows or conferences can generate a large number of leads. 

At the forefront of any successful event is the promotion strategy. Pay-per-click ads or social media advertising (especially on LinkedIn), could be a great way to generate new leads from your events, while email marketing is the best way to get existing prospects in your database to register for your event. 

Once you’ve started your event, encourage your audience to post about it on social media, further impacting registrations and getting the buzz started. 

3. Enhance Lead Capture and Email Automation

It is essential to have a strong lead capture strategy to identify who is on your website and then, have a solid email automation strategy prepared to nurture those leads and turn them into customers. For more, read our blog The Power of an Automated Marketing, Sales, and Service Platform. 

Our clients utilize HubSpot to automate their sales process. HubSpot is a powerful tool that captures leads in one easy-to-use platform, and tracks all contact interactions back to their first visit to your website.  Valuable information for your sales team, such as the contact’s website page views, content read or downloaded, and email read is automatically logged. 

When a prospect fills out a form on your websites, that prospect will automatically be enrolled into a workflow (automated email campaign) based upon the product, service, or topic that prospect is interested in. Thus nurturing the prospect and building a relationship, all the while providing interesting, relevant and informative content. 

At the core of what we do, we believe that each prospect should have a personalized experience with your brand. By utilizing the lead generation strategies in this blog, your manufacturing company will build brand awareness, generate better leads, and close them as customers quicker and more efficiently. 

Check out these helpful related blogs to learn for great B2B manufacturing marketing tips!

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