Because LinkedIn is the world’s most popular B2B professional social networking platform, many go-to-market teams at manufacturing SaaS startups are curious about LinkedIn’s potential.
If your company provides software, hardware, infrastructure, or professional services to manufacturers -- within, for example, computer-aided manufacturing, ERP (enterprise resource planning), manufacturing intelligence, material requirements planning (MRP), manufacturing execution systems (MES), production scheduling software, or quality management software (QMS), LinkedIn should be on your radar screen.
However, if handled poorly, your team could potentially alienate a lot of manufacturing prospects and customers -- and do a lot of brand damage with a half-baked and badly executed LinkedIn strategy.
The following post is excerpted from a webinar: How to Market and Sell to Manufacturers
At a recent webinar, during the Q&A session, I was asked:
“As a startup with a relatively small marketing budget, I'd have to say that it's simply having a voice in the crowd, and a market full of large incumbents and dozens of new vendors, we have an incredible success rate once we sit down at the table and present our value and differentiators. Getting people to the table, though, is hard. And I can completely understand why, given that my own inbox is filled with unsolicited outreach.”
Q: Should LinkedIn be a primary outreach method for manufacturing SaaS startups?
Should you heavily rely on LinkedIn if you're part of a manufacturing SaaS startup or small business with limited marketing resources?
Attracting the right people can be challenging, especially with established competitors and numerous new vendors in the market. Prospective customers often receive unsolicited outreach, resulting in crowded inboxes.
One option to consider is utilizing LinkedIn as the primary method for reaching out to potential clients. However, finding a way to stand out from the competition is crucial.
You can explore resources such as Manufacturer Matthew, Go-to-Market Strategy Reboot Camp, and advisory services to address this. These services are tailored to leverage LinkedIn effectively and are well-suited for manufacturing technology providers.
The ultimate goal is to establish yourself and your team as trusted experts in manufacturing software and technology.
A: If you want LinkedIn as your primary demand generation method, you're in the right place.
You’ll also need a content strategy that ultimately fuels that.
But again, it starts with wanting to get out of the vendor box and having your most important prospects and customers see you and your team as the go-to experts in your space on manufacturing SaaS, software -- and, more broadly, manufacturing technology.
Other Related Blog Posts
- Digital Marketing for Manufacturers and Distributors -- Do you work at a manufacturing or distribution company? If so, how is your digital marketing adapting to stay relevant? Read this post and watch the video.
- Finding Manufacturing Software Decision Makers [Webinar Excerpt] --- Does your company market and sell manufacturing software? Learn how to find highly-qualified manufacturing software decision-makers.
- How to Market and Sell Manufacturing Software --- Do you provide manufacturing SaaS (software)? Learn how to market and sell manufacturing software.
- Identifying Manufacturing Technology Requirements [Webinar Excerpt] --- Does your company market and sell manufacturing technology? Learn how to identify manufacturing technology requirements.
- Old-School Manufacturing Marketing and Sales [Webinar Excerpt] --- Do you provide manufacturing technology? Are you considering using old-school manufacturing marketing and sales tactics?
- The State of Manufacturing Technology [Webinar Excerpt] --- Does your company provide manufacturing technology or software? Learn about the State of Manufacturing Technology.
Training Tools and Resources (Courses)