2018工业品营销计划工具包（英文版）_18页_2mb

报告摘要

2018 Industrial Marketing Planning Kit Summary

Core Content

This document provides a comprehensive guide for industrial marketers to develop and refine their marketing strategies in the context of a rapidly evolving digital landscape. It emphasizes the shift from traditional single-channel marketing to a multichannel, integrated approach, which is essential for engaging engineering and technical professionals who now have access to a wide range of information and tools.

The key focus is on multichannel marketing, content marketing, and measuring marketing effectiveness. It outlines a six-point checklist for success, includes a media matrix to evaluate current and future marketing investments, and highlights the importance of cross-media multiplier effect to increase ROI.

Main Points

1. The Need for Multichannel Marketing

Technical professionals now use a variety of digital and traditional channels to find products and services.
Increased competition and customer choice necessitate a broader marketing presence.
The cross-media multiplier effect suggests that integrated campaigns across multiple channels yield better results than single-channel efforts.

2. Six-Point Checklist for Success

Build marketing plans and justify expenditures proactively.
Prioritize integrated marketing programs that reach prospects at all stages of the buying cycle.
Explore new markets using targeted tactics like e-newsletters, webinars, and industry-specific websites.
Update marketing materials and messaging to reflect current product offerings and audience needs.
Be mindful of measurement to focus on high-performing channels and reduce waste.
Work with experienced media partners to design and execute effective multichannel strategies.

3. The Role of Content Marketing

Content is crucial in the industrial buying process, with 70% of buyers reviewing four or more pieces of content for purchases over $10,000.
85% of industrial marketers use content marketing, with 36% planning to increase their investment.
Content marketing challenges include lack of internal resources, inconsistent production, difficulty in creating engaging content, targeted distribution, and integration with other marketing efforts.

4. Measuring Return on Marketing Investment (ROMI)

Industrial marketers must demonstrate return on marketing investment, but it's difficult to directly correlate campaigns with sales due to the long and complex buy cycle.
Focus should be on engagement metrics and brand awareness rather than just immediate sales.
Use tools like marketing automation and content analytics to improve lead quality and tracking.

Key Information

Current Trends

Digital media is dominating the attention of technical professionals, with nearly 90% using the internet for product searches.
Engineers often research independently and wait to contact vendors until after the needs analysis stage.
Online channels like search engines, online catalogs, and supplier websites are most commonly used by engineers.

Media Matrix Overview

Media Channel	Reach/Frequency	Timing	Advantages	Disadvantages	ROI Metrics	Contacts & Inquiries	Brand Exposure
Company Websites	Low/Continuous	Active searchers	Exposure, branding, good for existing customers	Requires external marketing, high cost	Low for new, high for existing	Low-Med	High
Direct Mail (house & rented lists)	Low/Varies	Passive browsers	Personalized messaging	High cost, low coverage, low response rates	Low for rented lists, Med for house lists	Low-Med	Low-Med
Email (house & rented lists)	Med/Varies	Passive browsers	Immediacy, personalized messaging	Risk of spam, low quality of rented lists	Low for rented lists, Med for house lists	Low-Med	Low
Online Catalogs	High/Continuous	Active searchers	Exposure, branding, demand generation	Online only	High	High	High
Online Directories	Low-Med/Continuous	Active searchers	Drives traffic	Limited audience, variable lead quality	Low	Med	Med
General Search Engines	High/Continuous	Active searchers	Drives traffic	Poor contact quality, high costs, keyword expertise	Low-Med	Low	Med
E-Newsletters	Med/Varies	Passive/Active	Branding, personalized messaging, exposure	Reaches active and non-active readers	High	High	Med-High
Print Catalogs	Med/Varies	Active searchers	Branding, contacts and inquiries	Quickly outdated, high production and mail costs	Low	Med-High	High
Trade Shows	Low/Yearly	Passive browsers	Face-to-face communication, branding, quality contacts	High cost, low frequency, declining attendance	Low	Med	High
Webinars	Med/Varies	Active searchers	Branding, thought leadership, product showcase	Limited audience	High	Med-High	High

Marketing Mix and Budget Allocation

Marketers are shifting more budget to online channels due to increased digital usage.
However, print magazines still hold value for accessing cutting-edge content.
Marketers should use the Media Matrix worksheet to compare 2017 and 2018 budget allocations and assess their effectiveness.

Ideal Customer Profile

Define and focus on the Ideal Customer Profile to improve lead quality.
Match lead data with this profile to assess interest and engagement.
Use marketing automation and content distribution to nurture leads and increase activity.

Conclusion

To succeed in 2018, industrial marketers must adopt a multichannel, integrated strategy that includes both creative and directional advertising, and valuable content that builds trust and awareness. They should also be proactive in budget allocation, lead quality assessment, and working with media partners who can provide expertise and visibility across the channels engineers use. The cross-media multiplier effect is a key driver of marketing success, and understanding the buy cycle is essential for evaluating and improving marketing ROI.

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