Companies sense that there is an opportunity to do business on the Internet, but they do not fully understand how to achieve it, since 78% have invested in a new website in the last 3 years but this is not bringing them commercial results.
These are the conclusions reached at the meeting 'The state of marketing in Industry 4.0' , organised by the Inbound Marketing agency Connext and the innovative group Valmetal . The event, supported by FEMEVAL, was attended by Marcel Cerveró, head of management and quality at Valmetal, and Marcos García, co-founder and strategy director of Connext.
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García has announced the results of the study ' State of Industrial canada cell phone number Marketing 2017-2018 ' prepared by his team of industrial marketing experts and with a qualitative sample of Valencian companies.
"If we take into account that 54% of purchasing processes originate from an informal enquiry on the Internet , digital transformation allows us to connect these searches with the digital department to make the sales process of industrial companies more efficient"
The report's conclusions include the fact that the main objectives of industrial marketing are to support and boost sales and improve its presence in its market. "However, it is contradictory that neither retaining current customers nor attracting new ones is considered essential to this end," says García.
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In fact, 65% of the origin of commercial contacts is obtained through commercial prospecting, a traditional technique that wastes the resources of the Internet . The same occurs with loyalty actions, which 92% of companies still carry out through commercial contact, ignoring the new digitalized consumers and the new trends of the online market.
Marketing teams are also concerned about effectiveness, as they cannot invest in more resources or equipment. However, they do not know how to be more effective, as they do not have a CRM system that helps them “save effort in their customer management” and establish synergies with sales, which does have “significant weight within the company.”