Marketing in manufacturing
industrial/B2B marketing: long buying cycles and technical selling, distribution and channel, servitization, and account-based marketing.
Manufacturing marketing operates in a B2B, long-cycle, multi-stakeholder environment where buying committees, technical specifications, and distributor networks shape demand far more than mass advertising. This block adapts core marketing discipline to that reality: building pipeline through trade shows, technical content and channel partners, measuring what actually predicts revenue in long sales cycles, and navigating regulation around industrial advertising claims, safety representations, and B2B fair-trading rules. You will learn how demand generation, account-based marketing and channel enablement function when customers are engineers and procurement teams rather than consumers, and how compliance checks must validate technical claims before launch to avoid liability and channel conflict.
Ce que vous allez maîtriser
- Adapt core marketing frameworks (segmentation, positioning, funnel design) to industrial B2B buying committees and long sales cycles
- Calculate and benchmark sector-relevant metrics like CAC by channel, MQL-to-SQL conversion, distributor-driven pipeline, and account-based marketing ROI
- Design and audit pre-launch compliance checks for technical claims, safety statements, and channel/distributor marketing agreements
- Identify regulatory and fair-trading risks specific to industrial advertising, co-op marketing funds, and cross-border trade compliance