B2B Marketing for Industrial Automation Companies
Marketing to the industrial automation buying team
Referrals and trade shows are not typically the route these days to scale your business. Referrals are too slow and passive – you have to wait for them to come in. And trade shows, while effective, are the most costly way to find new customers.
Today, you need more effective and efficient ways to drive awareness and a create a robust pipeline of sales-ready opportunities. That’s where digital strategy comes in. At GGC, we expertly blend and apply the appropriate mix from the full arsenal of digital marketing channels to drive new customer revenue: websites, content search marketing, AI engine content, and ROI tech tracking tools. Consistently, we exceed your sales lead goals by building and filling pipelines.
We know your business
We understand that your competitors may at times also be your partners, and that systems integrators are just as much your customer as the end user. It’s an ecosystem.
Your buying team consists of engineers, plant managers, systems integrators and OEMs. All have a common goal: to improve throughput, quality and lower manufacturing costs. Marketing won’t be effective unless we speak to these personas with engaging marketing that addresses their needs.
We speak industrial automation
Your buying cycle is long, and your customers want to self-serve information to select their short list of vendors. That requires content at each stage of the buyer’s journey. Unlike most agencies, our technical writers know your customer’s world. An encoder has nothing to do with programming. Pneumatic systems have circuits. A kanban is nothing like a kaizen. Our team has spent years visiting manufacturing plants and talking to production VPs, just the type of people you’re trying to reach and persuade. As a result, we’re able to write content at the technical, engineer-to-engineer level—content you don’t have to rewrite.
People buy from trusted factory automation leaders
To get your products designed-in, you need strong specs plus a strong reputation. That’s where PR comes in. We have decades of experience getting our clients covered by industry journalists. It’s how your company gets perceived as a relevant player. If your competitors are being covered more than your company, then you may be missing an opportunity to position your experts as credible industry thought leaders.
Data-driven marketing strategies
We publish metrics for all of our programs and use those numbers to improve continuously. Then we use technology and processes to help clients draw a straight line from these marketing activities to sales ROI, so we know where to focus.
Mastering marketing technology
Marketing isn’t just digital; it’s increasingly technical. Our agency relentlessly identifies and masters new marketing technologies and strategies. We embed AI into every part of our company, so our clients get efficiencies and insights that used to be out of reach.
