If you want your industrial website to generate qualified leads and drive sales (Who doesn’t?), make sure the site is aligned with your sales process. Without this critical link, your newly redesigned industrial website may be nothing more than eye candy that does very little for your sales.
In my daily conversations with manufacturing and industrial companies, I find the mindset is still very much centered on marketing the old way. They want their site visitors to call and their crack sales team will take care of everything to close the deal.
Even though these people have read all the industry studies, they have a very difficult time accepting the fact that their buyers are no longer willing to engage with their salespeople until they need a quote. Now it boils down to price and delivery time.
It is too late by then. You can talk value until you’re blue in the face but your customers...
