B2B marketing in the packaging industry has yet to fully appreciate the tremendous potential of Digital Marketing. However, it is an undeniable lever for growth in turnover and market share that makes it possible to organize and optimize the quality of your customer relationship.

While the internal processes of packaging companies have integrated digital tools rather well, the same is not true of their external processes, namely the promotion, the sales and the marketing of their packaging solutions.

B2B marketing in the packaging industry is depriving itself of a growth lever by neglecting Digital marketing

An international survey conducted in April 2020 among marketing and sales managers working in the packaging industry shows that the Digital Marketing vector is very largely underused and often misunderstood.

• 94% of respondents are convinced that digital marketing would be a powerful lever for growth for their business,
• 60% admit that this growth lever is absent from their B2B marketing strategy.
• 77% recognize their shortcomings in digital marketing, while because of their functions, they should be the first to be affected.

This survey shows that players in the packaging market are convinced that they are on the cusp of a major project to digitize their B2B marketing.

Let's see how digital marketing will allow them to successfully promote their packaging 2020 trend and their packaging strategy and thus generate more growth and gain market share quicker.

 >>> DOWNLOAD THE STUDY: The use of Digital Marketing in the packaging sector <<<

What you can expect from a B2B Digital Marketing strategy? 

The integration of digital marketing tools and processes into your B2B marketing strategy allows:

• the increase in your number of prospects (and therefore opportunities)
• the generation of new types of prospects
• the automation of your prospects nurturing in your sales funnel
• the optimization of your customer experience
• a greater profitability of your marketing and sales expenses
• an increase in your commercial productivity
• a higher customer conversion rate
• an increased loyalty of your customer base
• a stronger brand image in your markets
• a total control of data quality throughout the customer journey
• a reduction in internal silos due to increased collaboration between marketing and sales

... and the result will be market share gains from your competitors who have not seen the power of digital marketing.

The benefits of Digital Marketing listed here, in combination with a B2B marketing plan results in a highly customer focused strategy specific to each organization.

So why go without? >>> DOWNLOAD THE STUDY: The use of Digital Marketing in the packaging sector <<<

Traditional Marketing penalizes the packaging sector:

The purpose of marketing is to showcase a product or a brand. Its purpose is to arouse the interest of market players and generate increased sales.

In the industrial packaging sector, this often comes down to communicating its packaging strategy, attending trade shows, purchasing advertising inserts, press points and brochures accompanying product samples.

This marketing approach, now called "Outbound Marketing" consists of pushing commercial advertising actions towards its market.

However, the blessed days are long gone when it was enough to promote your product to create or fill a customer need.

However, in the absence of an innovative customer-oriented marketing strategy, it was often the race for the lowest cost prices that prevailed. And it is therefore through mergers and relocations that margins have been preserved, often to the detriment of customers who have seen their deadlines increase dramatically.

Customers legitimately expect better.

As professionals in the sector, they are also in the private sector of online consumers permeable to the power of digital marketing and above all aware of its weight in the value chain.

Let's see how digital marketing could increase your B2B marketing efficiency tenfold:

In B2B, the client is an organization made up of several stakeholders, each with specific responsibility in the process of selecting a supplier or a product.

Whether you are a producer of industrial packaging, primary packaging, secondary packaging or even tertiary packaging, the problem is often the same: to be visible and present at the right time to influence all the key people responsible for a purchase decision. It is a complex and often overlooked task. Indeed, salespeople often limit themselves, due to lack of time, to their relationship with buyers and, incidentally, with packaging engineers.

What is perceived as a constraint in a traditional sales and marketing approach becomes an opportunity with digital.

Indeed, digital marketing will allow you to touch and strengthen your brand image at all levels of your customers' organizations and not just at the purchasing department level.

By coupling the relevant use of digital communication levers with a well-configured CRM customer relationship management tool, you will be able to optimize the support of prospects / customers, save management time and finally create a special relationship with your customers and with the key people in each department.

Incorporating Digital Marketing into B2B Marketing is a matter of survival for the packaging industry

The packaging industry must incorporate digital marketing because it is the only tool capable of managing the amount of data needed to be as close as possible to its direct customers but also to the expectations and perceptions of consumers and users.

The packaging is the element that structures the image and presentation of a finished product. It often triggers the first impression or emotion that will generate the act of purchase.

Digital marketing makes it possible to capture the impressions of customers, users and consumers.

The aggregation of this collected data makes it possible to orient the marketing briefs given to R&D.

Data is at the centre of this whole new value chain. Those who master the collection and use of this data will be the big winners. Now is the time to take the step of digital B2B marketing because no one will hold back the acceleration of the digitalization of the economy.

Data well managed by an effective digital marketing strategy makes all the difference in terms of service, listening, personalization of the customer relationship.

This is the key to boosting your sales and staying on high alert when the risk of changing the operating model of the market.

Finally, from a macroeconomic point of view, we can only see that the old economy is at risk. Traditional business models are shaken up, weakened or even destroyed by disruptive value propositions made possible by digital technology.

Incorporating Digital Marketing means being in direct contact with its market, perceiving new expectations and anticipating trends and changes in the market.