Marketing 101 tells us, “Know your audience.” Pretty basic concept, right? In business-to-business (B2B) marketing, a key audience can vary from company to company and industry to industry. For example, marketing Capex equipment into a manufacturing operation may target teams of engineers, buyers and maintenance. Whereas marketing a software product might target IT professionals and even C-Suite-level decision makers.
So how do you get to know and reach these audiences? Meet them where they are – understand where they go for information and go there!
Regardless of your product or target demographic, here are some common places industry professionals go to seek out information.
Trade Publications
Trade publications are print or digital publications that provide industry-specific information, news coverage, analysis and best practices content to professionals in that given field. These publications can take the form of magazines, journals, blogs and more. Professionals rely on these publications for new industry developments, regulatory changes and other advancements in their field.
As with any form of media, there are typically advertising opportunities available, such as ad placements, sponsored content and e-newsletter content. On the editorial side, there are opportunities to submit press releases, case studies and technical papers for the publication to run in accordance with their editorial calendar.
So, how do you know if your target audience reads that publication? Most, if not all, publications publish and break down their audience demographic information as part of their annual media kit. Expect to see information such as:
- The total number of subscribers (whether print, digital, or both),
- What their title or role in their organization is,
- Annual revenues of the companies their readers work for,
- Vertical market breakdowns, if applicable.
Evaluating publications based on this information is a key indicator to whether you should engage them as part of your marketing program.
A few examples of trade publications are Food Engineering Magazine, Mining Magazine and Modern Machine Shop.
Trade Shows
Trade shows are multi-day, industry-specific events that professionals attend to hear professional seminars, attend workshops, and meet with companies that operate in their industry.
Companies that offer a product or service exhibit at these shows to find new customers and meet with existing clients. Exhibitors purchase a booth and typically bring relevant equipment to demonstrate and have knowledgeable sales staff available to answer questions.
Exhibitors appeal to attendees with relevant and targeted marketing messages in their booth displays. Attendees typically have a badge that contains their contact information. Exhibitors scan attendee badges and follow up with them after the show with specific sales and marketing information to continue the conversation and generate business.
Like trade publications, trade shows provide a breakdown of their attendee demographics. Expect to see information such as:
- The total number of attendees and where they are from,
- Job title or role in their organization,
- Annuals revenues of the companies their attendees work for.
Here’s an example of a typical attendee breakdown from Pack Expo, a packaging industry trade show:
Professional Organizations
Professional organizations and associations are membership-based organizations that cater to a specific profession or industry. A great example is our beloved Public Relations Society of America (PRSA)! Many professional organizations go hand-in-hand with the trade show industry by hosting their own conferences and exhibitions. For example, the Society for Mining, Metallurgy & Exploration hosts their SME MINEXCHANGE event each year for mining and metallurgical professionals to come together, network and learn about the latest innovations in their spaces.
Professional organizations also offer opportunities for companies to share their expertise via technical conferences, webinars, and other thought leadership opportunities. Participating in professional organizations builds credibility that your company is knowledgeable, relevant and worth considering partnering with in the future.
Final Thoughts
B2B marketing communications is unique in that typically, the emotional appeal that marketers can rely on in the B2C world is removed. B2B marketing is about educating targeted audiences on why they should work with your company, what your company brings to the table, and what makes your company unique from the competition.
Whether your company solves problems, creates innovative solutions or ultimately increases revenues for your customers, meeting these professionals where they seek out information is the key to success.
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Request More InformationMeet the Author
Mitchell Graham
Mitch is the Manager of Global Marketing Communications at Eriez, a global manufacturing company headquartered in Erie, Pa. Mitch has nearly 10 years’ experience and is nearing the completion of his M.S. in Integrated Marketing Communications (IMC) with an area of emphasis (AOE) in Management at WVU. He enjoys hiking, riding motorcycles and finding new adventures whenever possible.
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Marketing Communications Today is a collection of resources for marketing communications professionals filled with industry research, marketing trends, and career information about integrated marketing and data-driven communications. Learn industry insights through the Marketing Communications Today blog, podcast, as well as Integrate Online.
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