A more digital strategy for B2B marketing
Posted: Thu Jan 23, 2025 8:30 am
In marketing aimed at the final consumer, the decision and purchase cycle is usually fast. In contrast, in industrial marketing, the purchasing process is very long : there is time for reflection before the purchase, since this usually involves a large investment, making decision-making very complex.
You've probably read hundreds of times how finance directors email list important it is to have a company website, and that it should also be dynamic and active. Why? Very simple, so that it generates traffic and can become a powerful commercial support mechanism .
However, a 'normal' website, created without conversion points, is only a small part of the journey. It is essential to go one step further. An effective inbound marketing tool that can help you get to the next level is a landing page.
What is a landing page? It is a web page created with the sole purpose of capturing a user's contact information through a form to convert it into a lead. What information? The information we establish as a priority when it comes to qualifying whether a lead is of higher or lower quality for the sales department. In short, converting web traffic into a contact opportunity, first, and business, second.
Although it is not the only one, it is precisely this difference that makes industrial marketing need a different strategy , adapted to the product but also to the people who make the decisions.
And it is precisely to these people, those who make the purchasing decision, that you must direct your strategy. Having a close, trusting relationship with your potential clients is essential. These are highly specialized professionals, engineers, technicians or buyers with very good training and who move with ease in digital environments .
You've probably read hundreds of times how finance directors email list important it is to have a company website, and that it should also be dynamic and active. Why? Very simple, so that it generates traffic and can become a powerful commercial support mechanism .
However, a 'normal' website, created without conversion points, is only a small part of the journey. It is essential to go one step further. An effective inbound marketing tool that can help you get to the next level is a landing page.
What is a landing page? It is a web page created with the sole purpose of capturing a user's contact information through a form to convert it into a lead. What information? The information we establish as a priority when it comes to qualifying whether a lead is of higher or lower quality for the sales department. In short, converting web traffic into a contact opportunity, first, and business, second.
Although it is not the only one, it is precisely this difference that makes industrial marketing need a different strategy , adapted to the product but also to the people who make the decisions.
And it is precisely to these people, those who make the purchasing decision, that you must direct your strategy. Having a close, trusting relationship with your potential clients is essential. These are highly specialized professionals, engineers, technicians or buyers with very good training and who move with ease in digital environments .