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Up until 2020, trade shows played a significant role for manufacturing and industrial businesses in generating new leads to drive sales. Although some companies are moving to virtual trade shows, either as delegates, participants, or sponsors, they are finding that the ROI isn’t all that it’s cracked up to be.
The rules have changed dramatically - it’s no longer acceptable to walk into prospective businesses to introduce yourself. B2B and industry-specific networking events are either put on hold or feel forced and awkward over video calls. Phone systems are a mess of misdirected calls and unanswered messages.
How does a manufacturing or industrial business generate new leads in 2021?
With some creativity and ingenuity, you can replace your past reliance on trade shows to generate leads. 
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Leverage Referrals
Look inward to your existing customer success. Don’t wait for them to tell you you’re doing a great job. Instead, reach out to them and ask how you are doing; then package that in a Case Study, Social Media clip for your reps to use, use them on your website and email campaigns. -
Create Content
Use blogs, eBooks, podcasts, demo videos, and webinars to draw people to your website. Looking for subject ideas for your content creation? Take some time to understand who your target audience is and what problems your company solves for them. What do they search online when they are looking to solve their problem? Start there. If it’s good quality content that gives them value, it will draw them into your site and begin to earn their trust. -
Get serious about SEO
Your website is no longer a digital brochure, instead, think of it as a resource for your current and future customers. Prospective customers do more than 70% of their research online before even picking up the phone. That means that your website needs to have the right keywords and content so that your company shows up in their search results. Investment in making sure that your website is ranking will attract more visitors. -
Turn Visitors into Leads
A visitor on your website is just that, a nameless individual cruising for information. To turn that visitor into a bonafide lead, you need a way to collect their personal information; a name, email address, phone number, etc. One of the best ways to do this is by creating high-value content offers that they can download. Potential buyers are willing to register and share information about themselves in exchange for valuable information. Leverage this so that your sales team will have warm leads to follow up with. -
Use Automation
As an industrial business, you understand the power of automation when it comes to your processes - imagine if you were to unlock that for your marketing efforts. One of the best ways to nurture leads so that they become customers is through marketing automation. Create templates, snippets, and workflows to engage leads and to keep your company top of mind.
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Use a CRM
Simply put, a CRM is a database where you can track the relationships you have with your leads, prospects, and customers. It is a single source of information where email messages, phone calls, and activities are tracked. When it comes to sales, your CRM can help you identify upsell and cross-sell opportunities and not lose sight of following up with your leads and prospects. It’s a powerful tool to help you generate leads from your existing relationships. -
Tune in to LinkedIn
As an industry sales professional, there is no excuse for not being on LinkedIn. It’s a critical platform to help you research prospects, make connections and understand how people are connected to the companies you work with. However, as a company, you should also have a page. Use this page to share information and updates about the work you are doing. Post customer testimonials and some of your blog content. Encourage your team to share and interact with that page. All of this helps both your sales team and your company gain visibility and attract new visitors to your website.
With the absence of trade shows, it’s apparent that they do play a valuable role in generating new industrial B2B leads. However, it is possible to continue to make new connections with prospective buyers through content creation, leveraging online networks, and creating a website that will help convert visitors into leads.
