Industrial suppliers and B2B SaaS (Software as a Service) companies may seem worlds apart, but they share one big similarity: both are in the business of solving problems for their customers.
The difference? SaaS companies have mastered the art of communicating their value, often through innovative and customer-centric marketing strategies.
If industrial suppliers want to stand out, there’s a lot they can learn from how SaaS companies approach their audience.
The truth is, manufacturing decision-makers aren’t just buying materials—they’re looking for partners who understand their challenges and can deliver solutions. That’s where the SaaS playbook comes in. By adopting some of the principles that make SaaS marketing so effective, you can position yourself as a trusted resource and not just another vendor.
Make Education a Core Part of Your Strategy
One of the hallmarks of SaaS marketing is its focus on education.
SaaS companies don’t just sell their software—they teach their customers how to use it, why it’s valuable, and how it solves specific problems. Industrial suppliers can take a page from this playbook by investing in content that educates manufacturers.
Think about your audience. They’re not just searching for materials; they’re searching for answers. When you create resources like blogs, videos, or guides that address their questions, you’re doing more than promoting your product—you’re building trust. For example, a guide on “How to Reduce Downtime with High-Performance Coatings” isn’t just informative; it positions your company as an expert in the field.
SaaS companies thrive on making their customers smarter. Industrial suppliers should aim to do the same.
Focus on Solving Problems, Not Selling Products
SaaS marketing is almost always centered on solving customer pain points. Instead of leading with features, SaaS companies lead with outcomes: saving time, cutting costs, increasing efficiency.
Industrial suppliers can benefit from this approach by shifting their messaging to focus on what manufacturers truly care about.
Take the time to understand your audience’s challenges. Are they struggling with high maintenance costs? Show how your materials can increase the lifespan of their equipment. Are they under pressure to meet sustainability goals? Highlight how your solutions align with green initiatives. It’s not about what you sell—it’s about what they gain.
Simplify the Complex
SaaS products are often highly technical, but the best companies know how to communicate their value in a way that’s easy to understand. They use clear language, engaging visuals, and relatable examples to break down complex ideas. Industrial suppliers, whose products and processes are often equally technical, can adopt this approach to make their offerings more accessible.
Your product specs might be impressive, but they can be overwhelming if not presented thoughtfully. Instead of bombarding your audience with jargon, focus on the practical benefits. Show them how your product works in their environment. Use videos or animations to demonstrate real-world applications. When you simplify the complex, you make it easier for manufacturers to see how you fit into their operations.
Build Relationships with Consistent Communication
SaaS companies don’t just market—they nurture. Through regular email updates, webinars, and follow-ups, they keep their customers engaged and informed. Industrial suppliers can borrow this approach by staying connected with manufacturers throughout the long sales cycle.
Think about how often you reach out to your prospects.
Are you only contacting them when you want to close a deal? If so, you’re missing an opportunity to build a relationship. Consider sharing updates about your products, insights into industry trends, or success stories from other clients. When you communicate consistently, you show manufacturers that you’re invested in their success—not just their purchase order.
Leverage the Power of Data
SaaS companies live and breathe data.
They track everything from website visits to customer behavior, using that information to refine their marketing strategies and personalize their outreach. Industrial suppliers can do the same by investing in tools to monitor how prospects interact with their website, emails, and content.
For example, if you notice that a prospect is spending a lot of time on a particular product page, it might be a signal to follow up with more information about that offering. Or, if a case study is getting high engagement, you could create more content around similar success stories. Data doesn’t just show you what’s working—it shows you what your audience cares about.
Adopt a Customer-Centric Mindset
At its core, SaaS marketing is about putting the customer first. It’s about understanding their needs, solving their problems, and making their lives easier. For industrial suppliers, adopting this mindset can be transformative.
Instead of thinking of manufacturers as buyers, think of them as partners. Instead of pushing products, focus on adding value. By shifting your perspective, you can create marketing strategies that resonate on a deeper level and build relationships that last.
It’s Time to Evolve
The industrial sector may be different from SaaS, but the principles of good marketing are universal.
When you focus on education, problem-solving, and building relationships, you create a foundation for long-term success. Manufacturers aren’t just looking for materials—they’re looking for partners who understand their needs and can help them achieve their goals. By taking cues from SaaS marketing, you can show them that you’re exactly what they’re looking for.
Ready to take your marketing strategy to the next level?
Contact us today and let’s start building solutions that connect with your audience.