Inbound Marketing Persona Targeting for Manufacturing Companies

Who are your target customers? Seems like a really simple question.

You know the answer right off the top of your head. You probably know the industries that you want more business from too. Want this to start getting harder?

How does your current marketing strategy target each job type you interact with in the buying process and provide specific info just for that person at each stage?

Sorry, it’s my job to ask the tough questions. Not to worry, most folks have the same look on their face you do after they think about that question. Now what to do to solve the issue? Let’s take a look at the 3 most common industrial personas targeted by manufacturing businesses:

persona-overview-rpm.jpgPersona Overview:
A persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

design-engineer-rpm.jpgDesign Engineers:
CAD software is perpetually open on their desktop so they can create new components and assemblies. They care about form, fit and function. They are problem solvers of the highest order.

procurement-managers-rpm.jpgProcurement Managers/Buyers:
These folks are the Holy Grail. They hold the purse strings and have a high level of input into the final supplier for projects. Their main concerns are cost, lead time, and ongoing deliverability.

mro-managers-rpm.jpgPlant/MRO Managers:
Their life is divided into planned shut downs and the pure anarchy of emergency repairs. Theirs is a life of stress. You need to help them stock what they need for both possible good and bad days.

You never thought this deeply about what your targeted customer personas need did you? This is just scratching the surface. Ready to learn more about each of these potential customers, their job requirements, and their habits? Download the Definitive Guide to Industrial Persona Targeting below.

Free eBook
Persona Targeting for Manufacturing Companies


Learn more about the top three individuals that influence the industrial buying process. This includes detailed information on their:

  • Job Focus
  • Buying Behavior
  • Job Function
  • Background & Personality
  • And more...

You have a 0.8% chance of getting a $1,000,000 contract from a first-time buyer.

In an effort to bring transparency to what buyers really look at when vetting suppliers, we surveyed 121 industrial buyers. Download the full survey results.

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