Navigating The Path Through The Manufacturing Customer Buying Cycle

Brought to You By: FATHOM Specific Product Your prospective customer knows the specific product and/or supplier they are looking for. Starts with a specific search term MANUFACTURING NAVIGATING THE PATH THROUGH Educational cycle is shorter THE MANUFACTURING CUSTOMER BUYING CYCLE Application Your prospective customer knows the solution they are looking for. Typically looking for newer products or new ways to use existing producfs Educational process is longer 46% 86% of industrial of industrial professionals visit 10 or more work-related website professionals utilize search engines to find components, equipment, services and suppliers. averaging 6-8 hours weekly BE FOUND: Create Brand Awareness & Visibility • Search engine optimization • Pay-per-click • Content marketing BUILD CREDIBILITY: Validate Your Value Proposition • Management Team Bios • Comparison Charts > Facility Tour Video & Images PROMOTE INNOVATION: Share Your Successes Press Releases Awards and Recognition Page Events and Tradeshow Page Content Marketing/Videos/Webinars DIFFERENTIATE: Showcase Your Expertise Case Studies and Success Stories • Tutorial/Educational Videos Interviews With Your Experts 57% of the CUSTOMER CONTACTS SUPPLIERS buying cycle is done BEFORE a customer contacts a supplier PROVIDE A QUOTE COMMUNICATE: Stay Top-Of-Mind • Marketing Automation • Provide Whitepapers BUILD RELATIONSHIPS • Social Media Engagement eNewsletters MAKE THE SALE Your Prospect Becomes Your Customer