Consumer Marketing is often seen as the main form of marketing, it’s what is taught to marketing graduates and is often seen as the sexy side of marketing as its products are mainstream and often well known.
However the more niche area of Industrial marketing is often overlooked in the overall marketing industry. Brands aren’t as well known and the target customers for these companies are more defined and are not end user consumers.
So what are some of the differences between consumer marketing and industrial marketing and what are some of the marketing tools that can be more effective in Industrial marketing?
The key to industrial marketing is understanding that you are selling a very complex product. Industrial products are very complicated and require a lot of technical knowledge to sell – but as technical marketers, it’s our job to take the complicated, the complex and jargon heavy industry terms and make them easier to understand and communicate.
All technical salespeople must learn all technical aspects of the product to be able to sell it – however marketing people need to not only understand the technical but be able to translate it for less technical people who are potential customers.