Hey, lighting industry! Stop thinking innovation is all about product.

The commercial lighting industry is super innovative. Sometimes. After nearly a decade in the lighting industry as a senior marketer, I have to ask myself how such an innovative industry can stand still when it comes to sales & marketing?

The industry revolves around the sales team knocking on doors and marketing teams producing weighty brochures. The rest of the B2B world has moved on, so why is the lighting industry stuck in the past?

To get to the bottom of this let’s take a look at the external market factors on the industry over the last 10 years or so.

1. LED and IoT technologies have revolutionised the industry
2. Global players and new start ups have disrupted the market supply
3. Legislation and the sustainability agenda have re-written the rules
4. So everyone’s business model has to change... but have they?

It’s that last point that hits the mark. The lighting companies have been so busy in the last few years trying to differentiate on product they forgot to innovate elsewhere in their businesses.

Why don’t lighting companies use inbound lead generation strategies, sales conversion activities, digital outreach, sales & marketing alignment strategies or brand performance plans?

Why do they expect more from doing the same?

Have the lighting industry lost sight of their customers? We are told time and again that people don't want to be sold to. The buyer has the power now and 60% of their decision making is done before they even contact the manufacturer!

Why do sales and marketing teams continue to work in isolation, fighting to achieve the same goals? Why do they carry on with the same marketing plans even if they can’t prove ROI?

Now is the time for the brighter lighting companies to innovate commercially. B2B marketers need to do things differently to grow in this competitive market.

Here’s my advice - listen up lighting industry!

• Stop talking - listen first, then join the conversation
• Bring your sales & marketing teams together in a lead and conversion based strategy
• Accept the customer has the power - give them the service they deserve
• Use that amazing knowledge to educate and help your customers
• Stop selling and start growing!

If you want to talk about marketing that leads to proven growth then talk to us at Yellowstep.

Or to learn more for yourself take a look at our blog.

And above all start thinking differently to achieve that growth!