INDUSTRY BRIEF · 04 OF 04
Industrial & B2B.
Capital equipment, industrial automation, and B2B services where the buying cycle is long, the reference is everything, and the press list is the analyst list.
SUB-SECTORS
Where we work.
Capital Equipment
Brand-defensible to the engineer, the procurement lead, the operations VP. The reference list is the work, the brand is the equity.
Industrial Automation
Brand-defensible to the control engineer, the plant manager, the OT security lead. The integration story is the work, the brand is the equity.
Industrial Software
Brand-defensible to the plant manager, the CIO, the OT lead. The runtime is the proof, the brand is the equity.
B2B Services
Brand-defensible to the buyer, the user, the procurement. The reference list is the proof, the brand is the equity.
Logistics & Supply Chain
Brand-defensible to the supply chain VP, the operations VP, the procurement lead. The on-time rate is the proof, the brand is the equity.
Aerospace & Defense
Brand-defensible to the program manager, the procurement lead, the regulator. The cleared personnel list is the proof, the brand is the equity.
WHAT MAKES INDUSTRIAL & B2B DIFFERENT
Four principles we work by.
The reference list is the work
In industrial and B2B, the reference list is the work. The buyer is buying the reference — the customer who can validate the product, the deployment, the support. The reference list is the work, the reference cadence is the work, and the reference is the equity.
The buying cycle is long
Industrial and B2B buying cycles are long — six months to two years for a category leader, two to five years for a strategic purchase. The work is the cycle, the work is the navigation through the cycle, and the work is the consistency of the message across the cycle.
The press list is the analyst list
In industrial and B2B, the press list is the analyst list. The trade press is the analyst press, the analyst press is the trade press, and the buying committee reads both. The work is the press list, the work is the analyst list, and the work is the cadence.
The brand is the relationship
In industrial and B2B, the brand is the relationship. The buyer is buying the relationship, not the product. The relationship is the proof, the brand is the relationship, the work is the relationship, and the cadence is the long arc.