Revisiting the 5 Priorities for your Digital Manufacturing Marketing Plan

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Many forces are contributing to changes in the manufacturing buying process, especially the uncertainty of what is to come next for trade shows and in-person sales calls. But the most recent impact that should shape marketing strategies is that buyers require more business justification (i.e. why they should buy your product) than even 12-18 months ago, according to the State of Sales Enablement 2020 report. Manufacturing clients are demanding reduced cycle times, higher quality parts and products, and lower costs. So, while many small and medium-manufacturers (SMMs) may think they have a reach problem – they believe they simply need to generate more awareness to find more buyers – it’s often a messaging issue. Is their messaging customer focused? Does it address questions and describe solutions? How are they delivering value? Do they have the right mix of tactics to convert leads?

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