Trends Report

It’s Time To Wake Up Or Shake Up B2B Marketing In Manufacturing

August 11th, 2020

Summary

CEOs and senior staff at manufacturing firms must prepare a seat at the executive table for the leader of an amped-up marketing organization. This research tells you why and shares best practice insights about marketing in high-performing manufacturing firms. Business buyers are migrating their buying journey to digital channels and decreasing their reliance on salespeople. Increasing ubiquity of online information, preferences of Millennials, and consumers’ search and browse behaviors are fueling this trend. The coronavirus pandemic will inculcate it. Manufacturing firms must accelerate their digital transformation and establish or refresh their digital engagement strategies to deepen their connections with self-directed, digitally enabled, and increasingly remote buyers. B2B marketing leaders must transition their organization from being the brand steward, lead-generation machine, and sales supporter to being the architect of engagement across the entire customer lifecycle. Marketing leaders in manufacturing firms — and the CEOs to whom they report — must take into account the best practices of vanguard marketing leaders in all industries. Read Forrester’s “ Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer” report or request an inquiry to learn more.

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