The role of PIM in Industrial Product Marketing

by | Mar 10, 2023 | Product Information

Effective marketing is crucial for any company selling products, whether it’s food, custom jewelry, or industrial equipment. The goal is always to increase brand visibility and generate sales. Industrial product marketing is no different from other types of product marketing in this regard. However, it requires careful planning and the right strategies to reach the targeted audience and achieve the desired results. 

When industrial companies switch to digital platforms, they often have to manage complex product information and much of the data. Managing the product data manually is time-consuming, and errors can occur too. That is where Product Information Management (PIM) can help businesses.

In this article, we will explore a number of strategies that industrial companies can use to excel in industrial product marketing and achieve their growth and revenue targets. And also how PIM plays a role while transforming to digital.

What is Industrial Marketing?

Industrial Marketing is related to promoting and selling goods and services from one company to another. Other names used for industrial marketing are B2B marketing or business-to-business marketing. 

Industrial marketing commonly includes building relations with different organizations, understanding their needs, and using marketing techniques to meet those needs.

Industrial Product Marketing Objectives

As you are now familiar with the concept of industrial marketing. Understanding the key objectives needed to succeed in this field is important.

The following are the objectives of industrial product marketing;

1. Increase the customer base

In the past, industrial companies and manufacturers used to rely on trade publications and exhibitions to reach their target audience.

However, industrial product sellers can now utilize their online presence. And leverage their targeted advertising campaigns to broaden and diversify their customer base, all because of increased online marketing and sales. 

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2. Build brand recognition

The majority of your potential customers are online in today’s digital age. An active online presence can benefit your company’s credibility and brand recognition.

You can build a strong brand image, establish trust with potential customers, and turn them into loyal ones. This can be done by engaging with followers through social media, creating valuable content, and maintaining a professional website.

3. Reduce your expenses

Industrial product sellers can effectively reduce their overhead and achieve better results. This can be done with even a smaller investment and switching from general marketing campaigns to targeted digital marketing.

Digital marketing, in contrast to other types of marketing, has a higher rate of return on investment (ROI). And it gives businesses the ability to target specific audiences. Thereby maximizing their impact and minimizing expenditures that are not even that necessary.

Industrial Product Marketing Strategies

Industrial product marketing might appear scary for newbies, but it isn’t generally as complicated as it might appear. Your company can now benefit from the industry’s best practices that have already been discovered through extensive research and trial. 

Here I’m highlighting the important strategies you can implement in your business to grow in the market.

1. Driving traffic through Content Marketing

Producing relevant content that addresses the requirements of your target audience is one effective strategy that can make your products more visible to potential customers.

Let’s consider you are in the business of selling industrial farming equipment. In that case, an informative article outlining the differences between various machines that perform the same task could help customers. They can easily determine the best equipment for their specific needs. This may lead to customers purchasing the equipment from your website.

2. Build a top-notch website

Promoting your brand and attracting potential customers require a top-notch website. Consider including the following elements on your website;

I. Easy to navigate user interface, so customers can easily access every detail.

II. Effective calls to action (CTAs) that use compelling content to encourage visitors to purchase your products, sign up for your mailing list, or learn more about your offerings. 

III. An ecommerce platform that simplifies the process of direct-to-consumer shopping. 

IV. Lead generation strategies include free consultations, email newsletters, and white papers.

3. Search Engine Optimization (SEO)

In today’s digital age, Google is the most popular search engine for finding information and solutions to a variety of issues. As a result, your potential customers are probably looking for solutions to problems that your company can solve.

Therefore, it’s crucial to have a robust Search Engine Optimization (SEO) strategy to ensure your business appears prominently in relevant search results. To achieve this, ranking highly on the first page of search engine results for important keywords related to your industry is essential.

Conversely, SEO is a gradual process that involves publishing consistently high-quality content to increase your domain authority and improve your search engine rankings. As a result, it requires constant effort and long-term commitment.

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4. E-mail Marketing

With a potential ROI of up to 4,400%, email marketing is a highly effective strategy for converting your target audience into sales. Integrate email sign-up forms into your website’s content, headers, footers, and pop-ups to get started.

You can start sending emails with newsletters, links to relevant content, deals and promotions, and other content that aligns with your marketing goals as your email list grows organically. You can engage with your audience, build relationships, and increase sales at a low cost by using email marketing.

5. Digital Marketing

Digital marketing allows for targeting specific demographics of people such as age, gender, interests, location, and behavior, which enables businesses to reach their ideal audience and increase the likelihood of converting them into customers. This targeted approach can help businesses optimize their advertising budget and maximize their campaigns’ return on investment (ROI).

Some of the digital marketing platforms to consider are;

I. Social Media ads

Advertising on social media platforms such as Facebook, Instagram, and Twitter allows businesses to reach a large audience while targeting their campaigns to specific demographics based on age, gender, location, interests, and more.

This allows for more effective advertising and can help businesses get the most out of their advertising budget. Additionally, social media ads can be tracked and analyzed to measure their effectiveness and make data-driven decisions for future campaigns.

II. Display ads

Display and banner ads are image-based advertisements placed on websites, often linking to a business’s website or online store. They can be created in various sizes and formats, such as static images or animated graphics, providing businesses with various options to fit their advertising needs.

Although they may be more expensive than text-based ads, they can effectively create a lasting impression on potential customers.

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Digital Transformation: How does PIM play a role?

The industrial products and manufacturing sectors have been slower to embrace digital transformation compared to other industries due to their hands-on nature. However, this presents an opportunity for companies to gain a competitive edge by implementing digital strategies.

As ecommerce sales continue to increase, marketing and selling across multiple channels, including social media and affiliate sites, is becoming the norm. This requires managing a large amount of product data, which can be achieved through Product Information Management (PIM) software. 

PIM can reduce the time spent updating online sales channels and help get products to market faster, resulting in increased sales. Embracing digital transformation in industrial product marketing may require significant changes, but the rewards can be substantial, including attracting new customers and driving even more sales.


A Product Information Management (PIM) system plays an important role in the success of industrial product marketing. Integrating PIM ensures your product data is optimized for digital marketing channels like your website, e-commerce platform, social media, and email marketing. 

Apimio PIM can help you with this. Apimio will centralize and manage your product data more efficiently, improving the quality and consistency of your product information across multiple channels. Stay ahead of the competition, leverage Apimio PIM today, and grow your sales seamlessly. 

What to do next?

  • If you want to integrate the best PIM into your business, Try Apimio. Sign up here.
  • Read more about our Product Information related Guides here.
  • Contact our support or Comment your thoughts under the blog section if you have any questions or issues.

Frequently Asked Questions

1. What are some best practices for industrial product marketing?

Best practices for industrial product marketing include understanding the target audience, investing in quality product data, using a mix of marketing channels, and regularly analyzing and refining marketing strategies.

2. What are the benefits of using PIM for industrial product marketing?

PIM for industrial product marketing offers benefits such as improving data quality, consistency, and productivity, enabling adaptation to changing market conditions, and providing real-time data insights.

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