Industrial Marketing Agency UK

Stratique is an award-winning industrial marketing agency, based in the UK and has been developing and delivering industrial marketing and B2B lead generation strategies for over 20 years.

What Determines the Best Industrial Marketing Agency

At Stratique, we focus on delivering the rhythmic acquisition of new customers to our industrial sector clients and have a proven process called The Business Propeller to deliver 5-star enquiries from the budget holders with a regular need.

Stratique’s winning strategy is focused on winning new business, first and foremost.

Industrial Marketing Strategies

To deliver class leading results, we recommend a multi-pronged approach at the top, middle and bottom of the sales funnel.

To do this correctly you will need to find or attract the procurement professionals with a regular requirement.  At Stratique we integrate both inbound and outbound marketing strategies.

When you have located/attracted them you need to start a conversation with them.  To do this systematically, you will need a CRM system, people, and processes to deliver the right messages to them until they are ready to have a meaningful sales discussion.

At Stratique, we start the process by developing a unique marketing proposition for the client, which sets them apart and resonates with industrial purchasing professionals’ pain points.  We then market the solution which addresses these issues and combine it with rhythmic follow up activities.

This process is based on industrial marketing strategies learned by our senior team, from employment in the manufacturing and engineering sectors.

How to Determine Whether an Industrial Marketing Agency is What it Says it is.

Whilst many marketing companies will claim to have industrial marketing agency experience it’s important to understand the differences between a generic marketing agency that has built the odd industrial website/designed a brochure, and a focused industrial marketing agency who know the language of procurement, construction, manufacturing, and engineering.

Many marketing agencies will have a business-to-consumer (B2C) bias whilst also dabbling in the business-to-business (B2B) sector. Stratique has focused its activities exclusively on B2B, manufacturing and industrial marketing, and our philosophy is to do what we know best and do it better than everyone else.

To determine whether an industrial marketing agency is what it says it is, ask questions relevant to your products and services.  Ask them to describe in detail the B2B customer journey, the stakeholders and CAPEX procedures.  Don’t let them bamboozle you with marketing jargon about Google analytics and social media vanity metrics.   If they start talking about ‘Likes’, engagement and ‘Follows’, you know everything you need to and you should run a mile.

How to Choose the Right Industrial Marketing Agency for You

If you are looking for an industrial marketing agency to help you get more key accounts and 5-star customers, then there are a few things to consider.

If you want an industrial marketing company that can develop your whole marketing mix including collateral, brochures, website, LinkedIn, SEO, lead generation, blogs, email marketing, telemarketing, and social media, then it is advisable to choose one with deep-seated roots across a variety of industrial sectors.

You should delve deeper than their marketing agency pitch deck or graphic design portfolio and ask a few competency-based questions around industrial supply chains, their understanding of tendering processes, and what they know about B2B purchasing best practices.  Ask them about Kanban or Poke yoke or ask them about ISO 9001 or QA processes.  You will soon separate the wheat from the chaff.

What Types of Industrial Marketing Agencies are There?

This varies a lot.  Some will focus on graphics/branding and design, others on PR and LinkedIn social media, other agencies on digital and some on telemarketing.

Some may have niched in one area such as manufacturing and some will offer a full service across a few industrial sectors.

A big thing to consider when selecting a full-service marketing agency is that they may be a jack of all trades and masters of none. It’s important to see how the marketing company is structured and where their teams’ strengths and weaknesses lie as it is very difficult for a team of generalists to be sector-focused specialists.

What about Industrial Advertising Agencies?

Could an industrial advertising agency be a good fit?  It depends!

If you have the basics covered in-house and you need specialist help in media buying or ad creation, then possibly. Traditional advertising agencies will have experience in purchasing advertising space, and designing full-page advertisements for print, predominantly in industrial trade journals.

The problem with this approach is it can become expensive, and whilst this strategy is still popular with some, as an industrial marketing strategy it’s passive and requires 3 things to align to gain any traction:

(1) receive the journal

(2) have the time to read the journal cover to cover and

(3) remember the ad/offer after seeing it once and then moving on with their busy day.

An industrial advertising agency will try and sell you advertising, a Google Ads agency will try and sell you Google Ads

To be successful in the industrial sector, at Stratique, we have proven time and again that you need an integrated approach that aligns with the purchasing behaviours, of an industrial purchasing professional and key persons of influence in the organisation.

Industrial Marketing Agency Services

So, what industrial marketing services should you consider? At Stratique we test and measure everything and have done so for nearly 20 years.

Below is a list of some of our more popular industrial marketing services and how they might fit into an effective industrial marketing campaign; at the top, middle and bottom of the sales funnel/pipeline.

Top of the sales funnel industrial marketing services:

• Proposition development and sector differentiation
• Content creation: Specific to job roles in purchasing, engineering, manufacturing, construction.
• Social media posts to keep your brand in front of the right prospects and decision makers with the authority and a regular need.
• LinkedIn specific content creation and direct outreach using Sales Navigator to generate leads.
• Industrial search engine optimisation (Industrial SEO). To ensure that the prospects searching for your products/services find you instead of your competitors.
• Digital marketing including paid search, banner advertising and landing page design.
• Printed advertisements in industrial trade journals with a strong call to action.
• Trade shows, expos, and exhibitions: perfect for meeting new prospects face to face.
• Direct mail to new and established prospects: if done correctly, this is perfect for standing out from the crowd following a nurture campaign.
• Cold calling: a very effective way to find the right person to ask permission to send more information.
• Email marketing: arguably the most cost-effective way of keeping in touch.
• LinkedIn Advertising: again, can work if you know what you are doing but is considerably more expensive than Google advertising.

Middle of the sales funnel marketing activities:

• Direct messaging on LinkedIn to continue a conversation after connecting
• Drip feed email nurture campaigns: perfect to educate and nurture prospects until they know, like and trust your value proposition.
• Sales letters and follow-up: as part of a multiple touchpoint nurture campaign.

Bottom of the sales funnel industrial marketing services:

• Follow-up calls/telemarketing appointment setting
• Customer surveys
• Offer-based calls
• Direct messaging/emails

To give your industrial marketing campaign the best chance of success, focus on the buyer journey, and their pain points.  Then guide them down the sales funnel, with rhythmic follow up calls.

Industrial Digital Marketing

Over the years we have generated hundreds of millions of pounds of quotations for our industrial sector clients.

Around 40% come from internet marketing and around 60% from outbound market activities listed previously.

The industrial internet marketing strategies that generate the best results tend to include LinkedIn ads, Google Ads, and industrial SEO.

What Industrial Marketing Agency Services Should You Do?

The highest quality leads and largest order values have consistently come from outbound activities such as LinkedIn, telemarketing, and email marketing.

If you would like to understand more about the best approach to growing an industrial business, please click the button below to book a no-obligation industrial marketing discovery call.