Ariadna Campos is the voice we needed in this Nal3Talks to talk about the advances and pending issues in the industrial and B2B sector in terms of communication. She is Marketing Communication Manager at COMSAN, a B2B family company that produces toilet bowls among other solutions for toilets, but she has been coordinating communication strategies in the industrial sector for more than 10 years. With her we have carried out the renovation of the COMSAN website and the development of a renewed catalog. These are actions that in a sentence do not occupy almost nothing, but in reality have involved several months of research, ideation, coordination and design. Together with Ariadna we have renewed COMSAN’s image, achieving a self-discovery in the company. We know that this word does not exist, but it condenses what usually happens in many industrial companies when they start an efficient communication strategy: it is not only useful, but necessary.
Ariadna herself marks this lack of knowledge or value in the need for strategic communication as one of the main challenges of industrial marketing, as most of the references or examples are in the B2C sector. Although there is still some resistance, fortunately this trend is being reversed. More and more industrial companies are jumping on the bandwagon of specialized agencies, such as Nal3, to reach their ideal audience through strategies that they had never considered or had not been able to execute effectively.
Putting a face and eyes to the brand
Ariadna believes that image is one of the keys to differentiation in the industrial sector. “In the end, an image is always worth a thousand words,” she remarks. A modern and attractive appearance in coherent communication channels can be a competitive advantage in a sector where little is noticed. Once again, consistency appears in another Nal3Talks as one of the keys to success. We agree with Ariadna that if the products have excellent value and quality, the way they are communicated must be at the same level. There is enormous potential to achieve this in the industrial sector.
However, there is still a long way to go in this market, a lot of room to imitate and adapt B2C strategies to the demands and longer timescales of B2B. We know firsthand that decision making is slower, as is getting results, which can be discouraging in an industry obsessed with return on investment. As marketing and communications agencies specializing in the industrial and B2B sectors, our goal is to turn this reluctance into confidence and this confidence into results.
Don’t miss this Nal3Talks with Ariadna to learn about the current potential of the B2B sector thanks to industrial communication and marketing.
