A good fit
- A customer or quoting list of 200 or more
- Repeat orders or long relationships
- An engineer or sales lead who can approve in 30 minutes a week
- One decision maker
Most industrial suppliers still run on word of mouth and cold calling between orders. The buyers, distributors and quoting contacts already on file go quiet in every gap between tenders, and nothing brings them back to mind before the next one opens.
Your customers buy from you three times a year. Stay in front of them the other 49 weeks.
A weekly or monthly newsletter, written and sent in your name, to the buyers, distributors and quoting contacts you already have.
Why it works for industrial B2B
Four reasons this fits a long sales cycle.
- Long RFQ cycles mean the supplier a buyer remembers when the tender opens is the one that gets asked to quote.
- Distributor and quoting relationships decay quietly between orders, with nothing keeping the account warm in the gap.
- Technical readers open email that teaches them something, and manufacturing newsletters open at roughly twice the rate of general B2B.
- The newsletter is the follow-up for every lead collected at a show, including Electra Mining Africa at Nasrec each September.
What an issue looks like
Five sections, every issue.
Read a sample edition built for a fictional engineering supplier.
- One technical explainer from your own engineers.
- One supply or pricing note your buyers need this month.
- One case note with a real part or job.
- One industry signal from the trade press, verified.
- One clear reply-to line for quotes.
Who it fits
Who it fits, and who it does not
Not for
- Bulk sends to bought lists
- Nobody able to approve
Before your next show