Have you ever had a “withdrawal-only account”? It’s not a thing; it’s a person. They only ever call when they need to borrow money, beg for a ride, or ask for a favor. Otherwise, they’re as quiet as a mouse. Their communication is self-serving, sporadic, and, frankly, alienating.
There’s a similar faux pas in industrial B2B marketing even the most well-meaning among us commit: virtual silence between buying cycles. Dead quiet followed by a slew of “Would you like to give us your money?”
The reason behind this communication gap might be benign or even positive, such as your product engineers extending the lifespan of your industrial products — a huge win for your customers. But longer product lifecycles also make it harder to stay connected to customers between purchases.
Add to those struggles the plain truth we all already know:
95% of buyers aren’t in the market for your product at any given time, and 90% already have a vendor in mind before starting research.
How do you close that gap with communication at the right cadence that keeps your brand top of mind? How do you keep potential customers engaged without overwhelming or annoying them with promotional content? The same as any other healthy relationship: by making regular, meaningful investments. Offering help without any strings attached.
Case in point: We’ll cover what you should be talking about with customers (regardless of what you sell), when to tackle those topics in the buying cycle, which content types are most effective for each, how to balance promotional vs. nonpromotional content, and the benefits you’ll gain by switching from a withdrawal-only account approach to a generous, unignorable approach. Feel free to skip to the part that interests you the most.
What Should You Be Talking to Your Customers About?
B2B manufacturing companies have a lot more to offer in their marketing content than they think. If you’re struggling to either come up with ideas or balance promotional and nonpromotional messaging while staying relevant to customers, here are nine content “wells” we recommend drawing from:
1. Maintenance and Safety
Help customers get the most out of their purchases with content focused on proper use and care. This could include:
- Safety guidelines and best practices
- Maintenance tips and troubleshooting advice
- Features in your app that assist with product upkeep
- Recall announcements and customer support options
2. Instructional and How-To Content
Beyond maintenance, help customers maximize efficiency and productivity with:
- Guides on how to use key product features
- Customization tips based on user needs
- Seasonal or industry-specific usage recommendations
- Compliance information for relevant regulations
3. New Features and Product Enhancements
For software and products that evolve over time, keep customers informed about:
- Feature updates and patches
- App and website improvements
- Infrastructure upgrades that impact customer experience
4. Educational and Industry Insights
Customers need more than product knowledge; they need to stay ahead in their industry. Provide content like:
- Industry news and expert commentary
- Trend analysis and best practices
- Interviews with thought leaders
5. Community and Customer Success Stories
Give your customers a voice and foster engagement through:
- Product reviews, testimonials, and surveys
- Case studies and success stories
6. Brand Updates
While customer-focused content is key, sharing brand milestones can also strengthen connections. Consider:
- Industry awards and company news
- Customer growth achievements
- Announcements of strategic partnerships
7. Event Highlights
Live and virtual events provide valuable content opportunities, such as:
- Recaps of key sessions and industry trends
- Behind-the-scenes moments and audience reactions
- Event photos and attendee insights
8. Replacement, Repurchase, and Upsell Campaigns
Encourage repeat purchases and upgrades by targeting engaged customers with:
- Product feature comparisons
- Competitive differentiators
9. Cross-Sell Opportunities
Identify customers open to exploring related products or services, such as:
- Accessories and add-ons for existing products
- Complementary solutions for their industry
- New product categories (though this requires a strong sales approach)
When to Say What
Awareness Stage
Context: Buyers aren’t in the market yet. They may not even realize they have a future need yet, or they’re just casually observing.
Content focuses: education, industry trends, thought leadership
Formats: blog posts, analyst reports, social insights, explainer videos
Purpose: Keep your brand in their orbit without a hard sell.
Consideration Stage
Context: Buyers are researching (investigating solutions and narrowing options) but not yet ready to buy.
Content focuses: product tips, best practices, how-to guides
Formats: product demos, regulatory guides, webinars
Purpose: Position your product as a helpful, expert-driven solution.
Decision Stage
Context: Buyer is evaluating specific offerings and ready to engage with a vendor.
Content focuses: competitive comparisons, ROI tools, success stories
Formats: case studies, sales-assisted emails
Purpose: Support their decision-making with trust- and credibility-building assets.
Post-Purchase Stage
Context: Buyer has purchased but may be months/years from needing to buy again, so it’s time to focus on customer engagement and retention.
Content focuses: maintenance, usage optimization, new features
Formats: lifecycle emails, product update blogs, customer support toolkits
Purpose: Keep them engaged and satisfied while priming them for renewals or referrals.
Finding the Right Balance Between Promotional vs. Nonpromotional Content
We’re obviously not trying to demonize sales content as a whole; that’s silly and short-sighted. Promotional content plays an important role, especially when combined with personalization, segmentation, and automation. If you’re trying to make sure messaging aligns with customers’ needs at every stage of the buying cycle, then selling should happen as a direct way to serve their need to buy.
There’s nuance to this, so we’ll offer a simple guide instead of prepackaged presumptuousness:
1. Give more often than you try to get.
2. If you wouldn’t want a friend to treat or contact you in a certain way, don’t do it to your audience.
3. Trust the fundamentals and the process.
The Right Words at the Right Time Can Make All the Difference
A consistent between-cycle content strategy does more than avoid being a “withdrawal-only account” — it builds trust, equips your customers, and sets your brand apart. The benefits stack up exponentially over time: credibility, loyalty, smoother sales conversations, even fewer support calls.
For your customers, communicating regularly in helpful ways when they’re not prepared to buy is the least you can do. (It’s also the best you can do.)
