Most of my clients are from B2B industrial manufacturing. I have many challenges with this industry because my clients’ products and services are very specific, niche websites.
I have developed new B2B SEO and PPC strategies in my everyday hands-on experience by managing multiple projects. In addition, there is another challenge that the industry is facing, the adaption to digital transformation.
I decided to talk about B2B with Tony Uphoff, the CEO of Thomas. Thomas is a leading resource for product sourcing and supplier selection. Tony is the video host of the popular, “Thomas Index Report” on industrial sourcing trends, and he is a regular Forbes.com contributor who writes about the industrial marketplace.
I was curious to know what Tony thinks about the challenges that B2B manufacturing companies are facing when adapting to digital transformation and data-driven culture. I know that my fellow B2B marketers who are dealing with the same challenges will find a lot of value for themselves as well as B2B manufacturer business owners. We also spoke about SEO, KPIs, and lead generation in B2B. Here is my interview with Tony.
Karina: How do manufacturing and B2B advertising differ from wholesale and B2C advertising?
Tony: There are some key differences, but also some similarities that many people overlook. One difference is that B2B purchasing often involves a longer sales cycle. Buying a piece of capital equipment or choosing a new supplier is not something to be taken lightly. A lot of research and vetting goes into the process as there is a material risk for the buyer, both, personally and professionally.
Another key difference is that B2B buyers aren’t typically completing a one-off purchase. They’re looking to find a supplier