Industry
Technical sale, long cycle and few buyers in the entire market. Generic advertising burns budget talking to people who will never buy; what works is being found for the exact technical term at quoting time.
What changes in the pipeline
- Qualification by application, volume and recurrence before sales is engaged
- Technical quotation as a stage separate from the order, with its own deadline
- Loss reason logged as price, lead time or specification
How we measure results here
Cost per qualified technical quotation and quote-to-order rate.
The objection that always comes up
My product is too technical for online advertising.
It is too technical for generic advertising. Industrial buyers search terms, standards and specifications before quoting — whoever shows up there gets into the quote. That is technical catalog SEO, not a reach campaign.