Emma Orton

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Five Strategies for Manufacturers to Power Their Leads Pipeline

October 18, 2018 / By Emma Orton

This is a guest post. We welcome guest posts about helping manufacturers increase sales and/or advance their marketing function. Send in your idea and you too could be a guest blogger on MMG.

Guest blogger - Emma Orton is a Digital Marketing Specialist at Matter Solutions


Lead generation is critical in keeping manufacturers’ sales and marketing pipeline alive and thriving. Among the many strategies to acquire leads, some are essential to manufacturers’ sales success. Companies in the manufacturing sector should give some thought to the five powerful ways of keeping leads flowing and generating high-quality prospects.

1. Content Marketing

Content marketing costs money (although far lesser than events) and involves sweat equity (if content creation occurs in-house). It is a process that, over time, earns manufacturers trust or reinforces their authority.

Engaging technical buyers, procurement officers, and engineers through quality content are essential. It builds early relationships that can sustain and be leveraged over the long term. Given that many industrial sales cycles are 8 to 12 months or longer, the seeds of trust sown by articles, blogs, ebooks, white papers, webinars, videos, infographics, and podcasts, can grow qualified leads, convert leads to customers, and earn their loyalty and referrals.

  • Manufacturers own the data (at least most of it)
  • Engagement occurs continually, and relationships are sustained
  • Cost per lead decreases over time 

Manufacturers have numerous opportunities to share, influence and sell by choosing the most useful content formats, creating valuable content and disseminating content on the right online channels.

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