Insights
The International Manufacturing Technology Show (IMTS) was the place to be for movers and shakers in the manufacturing space this year. From family-run machine shops to multi-national enterprises, manufacturers and partners of all kinds showed up for an amazing show.
As manufacturers, you know the challenges of supply chain disruptions, labor shortages, and changing regulations, among other things. But this show presented a unique chance for a wide variety of stakeholders to come together to learn about and collaborate on potential solutions. From new technologies to new strategies, there was no shortage of opportunity at IMTS 2024.
Luckily, Br8kthru was there, live and in person, and we’re bringing back what we learned to apply it to our Clients. Whether you’re curious about the role of community in manufacturing today or you want to learn more about how to create omnichannel experiences, we’re here to help. Keep reading to learn more about our key takeaways and how we’re using that information to help our Clients succeed.
Like most industries, manufacturing has seen major shifts in recent years.
For starters, we’d be remiss if we didn’t mention the rise of automation and robotics in the field. Computerized systems and other advanced technologies have helped to optimize manufacturing beyond what any previous generation would have thought possible. Meanwhile, AI and machine learning are disrupting processes from routine maintenance to demand forecasting.
We’d also like to point out that, while not gone completely, traditional sales methods have taken a backseat to newer, more digital methods. Gone are the days of word-of-mouth referrals, direct sales, and relying exclusively on trade shows to get the word out about your business. Instead, the digital age demands a more dynamic approach.
Despite all this change, we heard from more than one manufacturer at IMTS 2024 that their business had not changed significantly. Yes, they’re adopting new technologies, but investments like those take time. While they wait on the next big piece of technology, what are savvy manufacturers to do to address the changing times?
Digital marketing represents a significant opportunity to embrace change while staying true to the roots of the business. For those who are ready to embrace change, manufacturing marketing combines innovative marketing techniques with practical applications for legacy systems and processes.
Key Insights from IMTS 2024
IMTS 2024 is “the only place with industry experts and solutions in one place.”
This week-long show, hosted in Chicago, embraces the opportunity to bring together “innovators, sellers, and drivers of manufacturing technology to connect, be inspired, and find new solutions.” And we were certainly inspired. As the show elapsed, we noticed some key trends, which we’d like to share here.
The Power of Omnichannel Marketing
First, we noticed the unique value of omnichannel marketing in this environment.
Typically, omnichannel marketing represents a unique blend of digital and analog approaches to marketing that can drive growth, increase sales, and engage customers, no matter where they are — literally or in the marketing landscape.
This is especially true in the manufacturing technology space, where the technologies we saw at IMTS 2024 require a six- or seven-figure capital expenditure investment. As technology continues to change, it’s increasingly important for buyers to have the chance to see new technology and “kick the tires,” so to speak, in person.
As an added bonus, the omnichannel approach to marketing presents unique opportunities to inform, educate, engage, and nurture Clients and prospects. We heard from more than one person at IMTS 2024 that their buyers want more education at their fingertips, while also wanting the chance to see this technology in person and explore it firsthand.
Omnichannel approaches can do just that.
Harness Data-Driven Decision-Making for Better Outcomes
Another trend we noticed was the importance of data-driven decision-making.
Between Internet of Things (IoT) enabled machinery and production floor data, there are no longer any black boxes when it comes to manufacturing. Instead, manufacturers have the opportunity to leverage the numerous data sources available to them to make improvements to their processes and systems.
Much like the data-driven approach Br8kthru takes to digital marketing, manufacturers are turning to the cold, hard facts to make decisions that move their businesses forward
Build Vibrant Communities
Next, we clearly saw the value and power of communities in this space.
Niche online forums, industry-specific social media groups, and even podcasts are becoming key factors in the decision-making process. We’ve seen this among our own Clients, but it was validated at IMTS 2024.
For example, one of our Clients, Qorvo, a global leader in core radio frequency (RF) and power technologies and solutions, recently launched a forum that quickly became a hub for industry discussions and relationship-building
As the world becomes more saturated with content, industry leaders are turning to one another to inform their decision-making, leaving community spaces at the forefront of innovation
Navigate Extended Sales Cycles
Finally, we also learned more about the long, complex nature of the sales cycle in this industry.
Much like with the community spaces, we knew this from our own Clients, but it was verified at IMTS 2024.
With major equipment purchases taking anywhere from three months to five years, nurturing relationships is crucial. Consistent touchpoints with brand decision-makers are key to staying front-of-mind, building relationships, and closing deals. Historically, these touchpoints have been manual, personal interactions, but a number of digital marketing strategies can support the arduous work of continued outreach.
Strategies for Success
To succeed in the ever-evolving landscape of manufacturing, teams must adopt a multi-faceted approach to marketing. By combining digital expertise with industry-specific knowledge, manufacturing marketers have an opportunity to shake up the landscape and position themselves as key players in the space.
Craft Email Marketing Messages That Resonate
One powerful tool for manufacturing marketing is email marketing. Email is an ideal platform for nurturing relationships over long sales cycles, and can meet customers where they are: their inboxes. By creating value-driven email campaigns, organizations can ensure they remain top-of-mind among key decision-makers over months or even years. An ideal email strategy will provide a mix of educational content, industry insights, and information on your company’s unique value proposition.
Use Content Marketing to Tell Your Story
Content marketing plays a significant role in demonstrating expertise and building trust, two core components of a manufacturing sales cycle. When the average order value is in the six figures, buyers need to feel confident in their decisions. By consistently producing high-quality, informative content — think whitepapers, case studies, and thought leadership content — manufacturing marketers can position themselves as trusted advisors, instead of just another vendor. In addition to educational content, an effective content marketing program can address key challenges faced by target audiences, and demonstrate how your solution will target those pain points.
Use Data-Driven Manufacturing Marketing to Fine-Tune Your Work
Using data to drive strategy change is no longer optional. Instead, it’s a key component of how to get — and stay — ahead of competitors and industry changes. By leveraging the immense amount of data available to you, manufacturing marketers can personalize their marketing efforts and demonstrate a clear return on investment (ROI) to leadership. In the world of AI, personalization can range from creating highly targeted campaigns for prospects to implementing AI-driven chatbots and virtual assistants to support the buying process.
Engage in Online Industry Communities to Reach Audiences
In an increasingly digital world, online communities are becoming more vital to building relationships and staying knowledgeable about customer needs. More than just posting on LinkedIn or attending events, you should be acting as a contributor to these spaces and conversations. Share your insights and learnings, provide updates on your solutions, and participate across the industry to build your reputation and address customer needs. By fostering connections, manufacturing marketers can gain valuable insights of their own, which can, in turn, influence future strategies and tactics.
Br8kthru is Your Partner in Manufacturing Marketing
At Br8kthru, we not only understand the unique challenges facing manufacturing marketers, we also understand the value of long-term relationships of trust.
As a business, one of our core promises to our Clients is results are table stakes, but our long-term relationships of trust are the true return on investment (ROI) of our work together. We prioritize relationships with our Clients, because we know we’ll achieve more — together — with a strong foundation. Much like the manufacturing industry, we put people first.
More than that, though, we understand the importance of crafting digital marketing strategies that complement existing processes and procedures while driving meaningful business results. Digital marketing should fit within your business and be additive, not another challenge or task on the to-do list. By working with a team of subject matter experts (SMEs), manufacturers can achieve their goals without sacrificing on what makes their business most successful.
Join the Manufacturing Marketing Revolution
This sector is poised for a manufacturing marketing revolution. By embracing digital strategies while honoring the industry’s relationship-driven nature, manufacturers can gain a competitive advantage among their peers.
If you’re ready to accelerate your momentum, explore our Quickfire Solutions. These tailored, agile sprints will sharpen your competitive edge in the digital landscape. By focusing on key components of a mature digital marketing strategy, Br8kthru can equip your team with the tools and information you need to make meaningful change for your business.
Contact Br8kthru today and let’s build a manufacturing marketing strategy that works as hard as you do.