Industrial marketing has traditionally been done by technical focused people whose own attention to details and technical knowledge can work against them what it comes to marketing their product. While no one knows there product as intimately as them, when it comes to marketing, the real skill is in taking the very complex and technical and making it simple and easy to understand.
Marketing any industrial product or service is a simple process to work through
PRODUCT FOCUS - What are the features of the products?
PRODUCT MARKETING- What are the benefits to these features?
TRUE INDUSTRIAL MARKETING - What are the benefits to the benefits ?
What does that mean in context?
Say you’re selling a computer microchip that is the fastest in the market – that’s a feature.
A benefit of the feature is that your computer will process documents and programs quicker.
The benefit to the benefit for the user is that they can be working on multiple documents at the same time, increasing work productivity and not wasting time waiting to switch between programs and documents.
Once you understand that you’re selling benefits not features, and even further the benefits of the benefits, your industrial marketing campaigns will achieve so much more.