As a manufacturer, you build complex products requiring significant technical expertise and you traditionally used trade shows to meet buyers. Disruption of trade show-based selling during the COVID-19 crisis is making it hard to even maintain your market share against competitors who are market-savvy and have modern marketing organizations that completed their digital transformation.
Relying on sales reps is making you less competitive and puts other online-savvy vendors in front of buyers more often than you.
Now that you are looking to expand in the new market— how familiar are you with the industry landscape and the buyer journey in local target segments? Suppose you are making smart factory machines or quality assurance automation.
What market segment would you target? How would you attract top-funnel leads in the most cost effective ways and convert them into actual sales quickly?