Some equipment manufacturers have yet to accept digital as a significant part of their overall marketing strategy. But we know that smart manufacturing companies are implementing digital tactics because of the impressive results they are able to provide.

From generating qualified leads to attracting more organic and paid traffic, a well-designed and executed digital plan is the answer to many manufacturer's greatest sales and marketing challenges.

What are your company's goals? From our experience, equipment manufacturers want to accomplish some or all of the following:

1. Reach new customers, generate leads, and increase revenue
2. Better engage with existing and past customers and sell more to those audiences
3. Respond to shifting consumer behavior
4. Beat competitors and capture market share
5. Demonstrate expertise to potential customers
6. Sell products or parts online with fewer salespeople and other human resources involved to complete the sale
7. Offer customers a better user experience
8. Reach potential customers and educate them about products (especially in a time with limited trade shows)
9. Calculate the ROI of marketing efforts

Despite the reluctance of some companies to implement a digital marketing strategy, we know that digital can help you accomplish each of those goals. Research from the 2021 CMO Survey supports this. Here are some of their most significant findings about the digital landscape for equipment manufacturers: