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Lead Generation for Manufacturers: 5 Effective Techniques That Work

Bhagyashri Kambale | January 04, 2022 | 597 views
LEAD GENERATION FOR MANUFACTURERS
Lead generation for manufacturers has always been tough due to a lack of knowledge about new technology and trends that can help them generate more business leads. There are still a lot of small and mid-sized manufacturing companies that rely on antiquated manufacturer lead generation methods.

In this article, we'll discuss some proven methods for generating leads that can help you increase your company's sales and improve your overall return on investment.

"Don’t think of your lead as "LEADS." Instead, think of them as people who are frustrated because understanding and buying your product is too hard. Your job is to make it easy for them to learn about your product and get started. "

—Andy Pitre, VP of Product, HubSpot

So let's get started.

Factors That Must Be Aligned to Drive New Business Leads


Landing Pages

Landing pages are mini-websites embedded into your site. To deliver an experience that speaks directly to the user's intent, marketers use landing pages. Create unique landing pages for every industrial lead generation campaign.

Calls-To-Action

To generate quality leads, you need to have a strong call to action (CTA). CTAs are usually buttons that allow users to submit information, visit a landing page, or download an e-book or white paper.
Your CTA must be compelling. Give your prospects a reason to click and remove any barriers to the click. CTAs should be bold, high-contrast, and easily identifiable.

Forms

Without forms, it is impossible to collect leads. Therefore, visitors will be asked to fill out forms that collect their contact information in exchange for an offer.

Offers

Every lead contains a transaction. A company provides a valuable service in exchange for a prospect's contact information. You won't get many leads unless you provide value to your potential customers.
This offer comes in the form of an e-book, consultation, coupon code, or whitepaper. To generate more leads, make compelling offers.

Website

The above components can't exist if you don't have a website. If you want to emphasize your business, you need to generate quality leads. Why? Because most of today's B2B buyers are millennials, who are highly tech-savvy and increasingly conduct their supplier research online.

How to Generate Manufacturing Leads: 5 Effective Techniques


Create a Website That Converts

"The lead generation process starts by finding out where our target market ‘lives’ on the web."

– Wayne Davis

Your website should be a trusted source of quality leads. Unfortunately, many companies lose sight of this and develop websites that are cumbersome and difficult to browse, causing a rift between you and your potential customers.

Don't expect people to behave if your site doesn't encourage them to act. Your website should have clear "call to action" buttons and lead capture options that allow visitors to contact you in a simple and pleasant way.

Additionally, there are website optimization tools available, including PageSpeed Insights, Hotjar, Google Optimize, and WAVE. All of the above-mentioned website optimization tools provide complimentary services. So, this is the most accessible and most reliable approach to generating web leads.

Make Descriptive Infographics

Infographics are a great way to provide prospects with helpful information while motivating them to contact you. Most importantly, infographics establish your company as a thought leader and unconsciously identify you with industry authority.
According to recent surveys,
  • Nearly 41% of respondents indicated that infographics and illustrations are the most effective solutions for achieving their business objectives.
  • On social media, infographics receive three times the number of shares as other types of content.
  • Articles that included infographics received 72% more views than standard articles.

A great infographic has a great design. If your organization lacks an in-house graphics team, you can simply locate a freelance designer to create a stunning infographic for you.

Your infographics are ageless pieces of material that can be reused for smart marketing and lead generation manufacturing.

Here's an example of an infographic from Digital Marketing Philippines from 2019 that received over 1,600 shares and is jam-packed with data and text. In this way, you can see how the company may have gotten its leads from these 1600 shares, each of which is a potential customer.

Host an Event

According to Bizzabo,
  • 86% of senior management (Senior Managers, Executives, and Board Members) believe that in-person events are critical to the success of their company.
  • The majority of B2B marketers (97%) believe in-person events have a significant impact on achieving business goals.

According to Marketing Charts,
  • 68% of B2B marketers agree that in-person events aid in lead generation for manufacturers, while case studies help with lead conversion and acceleration.

Improve manufacturing lead generation through events that can occur both online and offline. Organize any kind of event to attract your target market while collecting contact information. Use live events to interact with consumers in real-time, answering questions, addressing objections, learning about your audience, and guiding prospects through the sales funnel. Consider webinars, workshops, seminars, meetups, and conferences.

Create a Value-Packed Newsletter


"Content is the fuel for your lead generation efforts."

– Dayna Rothman

According to the Content Marketing Institute,
  • 31% of B2B marketers believe email newsletters are the most effective way to nurture leads.
  • 81% of B2B marketers report that email newsletters are their most frequently used form of content marketing.

Create a must-read newsletter that invites interested prospects to engage and remain connected with your company. This enables you to stay top-of-mind with consumers and promote your products and services to move prospects along the sales funnel.

The newsletter can have new blog entries, product or service updates, special deals, upcoming events, and recommended reading from other thought leaders.

Incorporate SEO into Your Marketing Plan

According to Intergrowth,
  • 61% of B2B marketers say SEO and organic traffic generate more leads than any other type of marketing.
  • Search engine leads convert at a rate of 14.6%, while outbound leads (cold calling, direct mail, etc.) convert at a rate of 1.7%.

Manufacturers are no exception when it comes to the importance of search engine optimization (SEO). As a result, you may generate many leads with the correct marketing approach and a profound grasp of SEO for manufacturers.

Final Words

When we consider the statistics explained earlier in this article, we can see the benefits of all of the techniques mentioned and how they can help you increase your lead generation and, as a result, your overall business ROI.
Thus, we can refer to the above-mentioned lead generation techniques as sales-driven strategies that will assist you at every lead generation and conversion stage. Improved lead generation for manufacturers enables businesses to reach a vast customer base and generate more high-quality leads.

FAQ


What is a high-quality lead in manufacturing?

Leads of high quality have an increased propensity to convert into paying consumers. The more qualified your leads are, the more likely they will buy your product or service.

What are the lead generation challenges?

Making accurate data, shaping conversations, and converting qualified leads into sales are some of the significant challenges in manufacturing lead generation.

Spotlight

Aro Metal Stamping

We MANUFACTURE… Bus bars, bus bar assemblies, lead frames, heatsinks, shields, covers, clips, springs, brackets, retainers, fences, insert molded components, terminals, lighting components, refrigeration components, corner braces, antennas, mounting plates, fuse clips, and solenoid components to name a few, but CUSTOM PARTS is what we do.

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Fortify Ships FLUX CORE 3D Printer to IERUS Technologies

Fortify | October 06, 2022

Fortify, provider of advanced composite-photopolymer printers, announced today that IERUS Technologies received a FLUX CORE 3D printer and Flux Developer materials onboarding software for design and engineering of Defense Systems. The 3D printer will be used to realize complex RF (radio frequency) applications. "Placing a printer at the IERUS Technologies headquarters provides a critical resource to support the growing need for additive manufacturing solutions in electromagnetics for Defense, Fortify's printers are uniquely positioned to print low-loss 3D printing materials, enabling performance advantages where traditional manufacturing falls short (due to machining, weight, and size)." -Eric Versluys, Director of Defense Programs at Fortify. IERUS Technologies, a provider of engineering and design solutions for Defense and commercial customers, such as sensors and strategic systems, is designing novel RF structures such as Graded Refractive Index (GRIN) lenses leveraging Fortify's FLUX CORE system. The Flux Core system enables companies like IERUS to take advantage of the design freedoms enabled by RadixTM, a 3D printable low-loss material developed by Rogers Corporation. "The Fortify 3D printer line will enable IERUS Technologies to develop complex RF structures that push the limits of traditional RF architectures with novel electromagnetic phenomenologies." -Jason Keen, CEO of IERUS Technologies This announcement comes a few months after Fortify's strategic investment from In-Q-Tel and the development of a portfolio of electronic 3D printing materials. IERUS will leverage the FLUX Developer toolkit, an open platform for the development of viscous and filled resins, to optimize printing of RF devices. Fortify will be showcasing 3D printed RF structures printed on the FLUX CORE 3D printer at Array 2022 October 11 - 14 in Waltham, MA. About Fortify: Fortify is transforming the 3D printing industry with its patented DCM (Digital Composite Manufacturing) platform. DCM delivers new levels of additively manufactured part performance by introducing functional additives to photopolymers. By combining a deep understanding of material science with high performance mixing, magnetics, and polymer physics, Fortify is able to produce custom microstructures in high-resolution 3D printed parts. The company is currently focused on applications ranging from injection mold tooling to high performance end-use parts with unique mechanical and electromagnetic properties. Founded in 2016 and based in Boston, Fortify4 technology enables material properties and components unattainable using other additive or traditional manufacturing processes.

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PROCUREMENT & SUPPLY CHAIN

EVERSANA™ Announces Strategic Partnership with Compai Pharma to Expand Commercialisation Services Across the Asia Pacific Region

EVERSANA | July 18, 2022

EVERSANA™, a pioneer of next-generation commercial services to the global life sciences industry with its Asian regional headquarters in Singapore and offices across Japan, China and other countries in the area, and Compai Pharma, an enterprising pharmaceutical company offering full-service commercialisation with offices in Singapore and Malaysia, today announced a strategic partnership to expand service across the Asia Pacific region. Together, EVERSANA and Compai Pharma will provide medical and commercial resources to healthcare partners to support full market implementation and development for life science and pharmaceutical companies ready to expand into these markets. "As the needs of clients and their patients continue to grow, so too do our capabilities to scale delivery on a global level, The Asia Pacific region is one of the fastest-growing pharmaceutical markets in the world and requires regional expertise to increase patient access. Together with Compai Pharma, we're now able to drive greater value and services for our clients to support their evolving commercialisation needs." -Jim Lang, CEO, EVERSANA. Capabilities available through the partnership include consulting, market access, medical awareness, education and communication, pharmacovigilance, marketing & sales excellence, as well as distribution and additional services. "I am deeply honoured and excited to enter this partnership with such an esteemed company as EVERSANA, Our mission is to work closely with healthcare practitioners across APAC to ensure needed medications and devices are available for patients while also becoming a trusted partner to provide education and updates on the latest in clinical developments. This goal is highly synergistic with EVERSANA's global ambition." -Tim Cushway, Founder and Director at Compai Pharma. The partnership with Compai builds on EVERSANA's continued global growth, including recent expansion across the European Union and the United Kingdom. Additionally in June 2021, EVERSANA announced the growth of its medical communications and integrated compliance services across 18 European countries and in 10 local languages. About Compai Pharma- Compai Pharma was founded in 2017 with a headquarters in Singapore with a strong focus on healthcare business development focusing on medical, sales and marketing excellence. The company is governed by a lean and transparent management team, operating out of Singapore and Malaysia, that have experience and strong relationships across Australasia. The strategic imperative adopted by all members of the Compai team is to contribute in a dynamic, interactive and transparent manner building lasting partnerships. The initial focus has been with the introduction of a specialised high-dose IV iron, Monofer®, which has an important medical role across nearly all therapeutic areas – especially obstetrics and gynecology, surgery and anesthesia, cardiology, oncology, gastroenterology, and general practitioners – enabling strong networks and collaborations in both the private and public sectors. Compai is a Spanish word meaning 'friend' which characterizes our largely young, dynamic and passionate team that strives to bring first-class service to patients and our healthcare partners. About EVERSANA- EVERSANA™ is the leading independent provider of global services to the life sciences industry. The company's integrated solutions are rooted in the patient experience and span all stages of the product life cycle to deliver long-term, sustainable value for patients, prescribers, channel partners and payers. The company serves more than 500 organizations, including innovative start-ups and established pharmaceutical companies, to advance life sciences solutions for a healthier world.

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