For many years, specialty chemical companies did not need to invest in marketing. Relationships and reputation along with a steady flow of trade shows and conferences were largely enough to generate sales opportunities and maintain consistent production.
That model is no longer enough.
Demand in core industrial markets is uneven. “Near-specialty” products are being shopped like commodities. Customers still want performance, but they want it faster, cleaner, and “greener.” Meanwhile, the chemical professionals involved in the transaction — from formulators to buyers — are getting younger, and they utilize digital tools and channels to research (and source) solutions.
Specialty chemical marketing is evolving.
Based on my experience supporting manufacturers, suppliers, and distributors, three recurring trends are forcing executives to rethink their go-to-market strategy.
1 – Order Taking Mindset – enjoying a steady flow of repeat business is always welcome but can lull companies into a false sense of security. Over time, complacency can stifle application development, new-account prospecting, and proactive marketing campaigns. It is important to maintain a proactive marketing calendar to counter any potential dips in the sales pipeline.
2 – Education & Application – customer buying processes are volatile and the decision-making is fragmented, often requiring multiple departments to agree on the right supplier. From formulation and procurement to sustainability and operations, the need to educate key decision-makers is critical. Applications of the chemistry, use cases, and formulation guides can help validate performance beyond standard TDS and SDS documentation.
3 – CRM & Marketing Automation – Forecasting, lead scoring, digital content, and a shared view of accounts are no longer “IT projects.” Sophisticated CRM and marketing automation tools are replacing spreadsheets and disparate systems, enabling technical sales teams to cover more opportunities with less resources.
So how do you shift your company’s culture from order taking to lead generation?
The specialty chemical companies that implement a proactive marketing strategy will be well-positioned to protect margins, shorten the path to qualified opportunities, and create growth beyond their existing customer base.
The next article will focus on the marketing operating system needed, including how to sell the application instead of the grade, treat pipeline as a leadership metric, put technical content at the top of the funnel, and stop using your best chemists as a brochure.
