The main feature in Industrial Marketing is that a company sells to another company (Business to Business or B2B) and not the final customer directly (Business to Customer or B2C).
However, it sells to a client, a person or a group of people who decide to buy your product or to consider you as the best supplier.
This is why Marketing is so important. Industrial marketing is more than communicating your product’s benefits. You have to communicate how you do it and the type of service you offer before, during and after the buying. In the end, the difference is made by people.
So, you have to satisfy clients' needs and do it better than your competitors.
Although industrial company’s clients are other companies, the purchase decision is up to people… like you and like me, who use the Internet, investigate through our smartphones and post on social networks.