Showing a softer side of manufacturing is winning over executives, according to a new study conducted by the FORTUNE Knowledge Group and gyro. While conventional wisdom and the standard manufacturing marketing approach would indicate that hard elements are more compelling, this new research suggests that the opposite is true: A significant majority of business leaders are moving to a more innate approach to decision-making, trusting their gut and relying on “soft” factors, such as company culture, reputation and level of trust, to help them make decisions.
Today, the industrial marketer’s job security depends on a successful strategy that includes new methods to communicate the processes, materials, technology and approaches the company is undertaking. The spec sheets and technical facts that marketers once relied on won’t cut it anymore. Industrial companies need a fresh set of tactics to connect with their audience.
• See the “soft” factors that make all the difference to buyers.
• Hear what decision-makers rate you on first. (Hint: It's not your product.)
• Learn three key steps to relating to buyers on an emotional level.