Engineering companies are often unsure as to how online marketing is relevant for them. Frequently, they rely on the sales-force alone to clinch contracts and that can be challenging without online marketing support. Engineering companies that are in B2B markets need to think in B2B Buy Task format as they structure their Google AdWords campaigns.
B2B Buy task thinking starts with the question: What task is our engineering product used for? No matter what your engineering product , your B2B customer can be segmented into one of the following three categories:
- New Task Buy: Assume you are a food industry stainless steel valve maker and you are trying to find “New Task” buyers. The new-task buy involves a B2B purchase for the first time for the buying organization. They did not have a food manufacturing business and are building a new factory.The buying organization have hired some experienced food industry folks who may or may not know about some innovative solutions you have developed. As pointed out in earlier posts this is the biggest opportunity for innovative marketers because your competition is not in place- to keep you out. Here your mantra for the Google AdWords campaign is “Learn more.” Once the buying organization decides to engage with you, you need to educate them and help come up with specifications because they have never done this work before.
- Modified-Rebuy: Here the customer already is in the food business and is pretty much tired of say “leaky valves”. You have done your research and know exactly how your innovative new valve overcomes the leaky valve problem for food businesses. Your campaign mantra will be “Compare.” You have keywords like “leaky valves” and your Ad takes the searcher to your web landing page that describes how your product overcomes the leaky valve problem. (Disclaimer: The “leaky valve” is merely an example and we do not imply that valves leak in all food factories).
- Straight Re-buy: The existing valve brand has no real “perceived” problem including no leaky valves. Also suppliers are well entrenched with long term relationships in place that are difficult to break. This is the hardest market to crack unless you have an innovative solution that has some major benefit and you can articulate that benefit as either a modified-rebuy or as a new task.Unless your value proposition for this B2B customer segment is crystal clear there is no benefit in trying to do online advertising, offline advertising or even sales calls. But let us suppose because of your innovations, you are able to provide longer lasting,non-leaking, lower cost, always in stock valves- then you have a value proposition. And that value proposition is more valuable than your competitors and you can re-position your engineering brand vs. other competitors.Your campaign mantra needs to be around “value and re-positioning.” When your salesperson makes a sales call and your customer has googled your category, you are seen and perceived as credible, going in. About StratoServe Digital Marketing Services.