The manufacturing sector provides ample opportunity for technology providers, yet there are also many challenges. For startups looking to provide technological solutions within the manufacturing world, it’s important to have a viable go-to-market (GTM) strategy that accounts for these unique dynamics.
Usually, this means developing a structured approach that accounts for the ways in which manufacturers source and implement new technologies. Here are a few specific considerations to keep in mind.
Market Research and Segmentation
First and foremost, it’s critical for manufacturing technology providers to understand their audience. A good starting point is to zero in on specific manufacturing sectors to serve, whether that means aerospace, automotive, food processing, or some combination. Be aware that each of these manufacturing sectors has unique pain points, along with their own curve for adopting new technology.
Once the specific manufacturing sector has been identified, the next step is to create a detailed buyer persona, outlining key demographic information about stakeholders and decision-makers. Take note that, in manufacturing, decision cycles are usually quite long, and authority may be spread between multiple decision-makers (plant engineers, production managers, CFOs, etc.).
From there, it’s important to outline major pain points. Research the key operational challenges manufacturers face, whether that’s unplanned downtime or cybersecurity threats, then be ready to articulate how your technology can provide solutions.
Messaging and Market Position
Next, technology providers must articulate their central message, developing a plan to position themselves in a way that’s truly competitive.
This means coming up with a basic value proposition, promoting your product as a solution to a specific challenge in your target sector. This could be anything from improving productivity to reducing costs to being more environmentally sustainable. Real-world case studies and statistics can be especially helpful here.
Note that your messaging should be tailored to address different decision-makers. Simply put, the CFO may have an entirely different set of business concerns than the project manager or operating engineer, and your bespoke messaging should reflect that.
Channel Strategy
In the manufacturing world, any go-to-market strategy must account for multiple sales channels. In particular, note these three channels:
- Direct Sales: Manufacturers often prefer to buy directly from technology providers due to the complexity of the product and their need for a tailored solution. Having a well-trained direct sales team is essential.
- Resellers: Manufacturing technology adoption can benefit from working with established resellers, assuming they align with your value proposition. This alignment is essential for avoiding an extended “dark funnel.”
- Referral Programs: Manufacturers tend to invest a lot of trust in peer recommendations. A referral program can be a great way to build credibility, and to leverage endorsements from early adopters.
Demand Generation
There are a number of avenues available to manufacturing technology providers who wish to market their products effectively and generate a higher level of product demand. Some options to consider within any go-to-market strategy include:
- Content Marketing: Blog posts, white papers, and case studies can demonstrate subject-matter expertise and potentially drive leads.
- Trade Shows and Industry Events: Participation in manufacturing trade shows and conferences is an important way to get facetime with decision-makers, potentially establishing meaningful long-term relationships.
- Digital Marketing: Keep in mind that most decision-makers will use an array of digital avenues to do product research, meaning there is much value in SEO, LinkedIn marketing, and other such tools.
- Webinars and Demonstrations: Host webinars that showcase your technology’s real-world applications, which can be an essential way to build confidence in your product and to coax decision-makers off the fence.
Sales Enablement
If marketing is crucial to any viable GTM strategy, sales is another key component.
Start with outbound sales. Cold outreach can be effective in manufacturing, but only when it’s tailored to your buyer personas. Personalization matters, and it’s important to speak to specific pain points in any cold call, email, or LinkedIn message.
Your sales team should also be prepared to offer proof of concept. Again, product demonstrations can go a long way toward building trust, instilling confidence that the product works as advertised.
Industry partnerships should also be part of the broader sales strategy. Manufacturing technology providers might benefit from collaborating with professional associations and organizations to enhance their own credibility, and to gain access to broader networks.
Pricing Strategy
Pricing is another critical component of any GTM approach. There are a few different ways to approach it:
- Pilot Programs: A limited-time pilot program can be especially helpful for startups, providing manufacturers with a low-risk, low-investment way to get on board.
- Subscription Models: Manufacturing technology providers often benefit from subscription-based pricing models, which allow for scalability and lower up-front costs.
- Value-Based Pricing: Pricing should ultimately be aligned with the value your technology delivers, whether that means cost savings, increased production capacity, or reduced downtime.
Customer Retention
For manufacturing technology providers, it’s important not just to attract clients, but to position them for ongoing success. That’s ultimately what creates brand loyalty.
One way to focus on customer success is to provide onboarding and training resources, ensuring your buyers actually know how to leverage the technology to its full potential. After-sales support is also meaningful, whether that means regular check-ins or a back-end support line.
One more thing: After implementation, collect feedback and turn successful projects into case studies or testimonials. These resources can be leveraged in future marketing efforts, providing you with still another way to demonstrate social proof.
The bottom line: By focusing on a structured, data-driven approach, along with building strong industry partnerships, you can effectively penetrate the manufacturing market and grow your startup.
Clarity Digital Agency specializes in creating tailored go-to-market strategies for manufacturing technology startups and established businesses looking to revitalize their marketing efforts. Contact Clarity Digital Agency at any time to discuss your strategy.
