The digital transformation has revolutionized the B2B buyer's journey, significantly impacting the chemical industry's traditional purchasing models.
Today's 'digital buyers' in the specialty chemicals, the ones searching and approving the right products, prioritize a self-serve approach while valuing the availability of human support when needed. They expect seamless interactions with chemical brands across the channels of their choice, with services accessible 24/7.
To effectively engage the digital buyer, one must adopt new processes, develop specific skills, utilize diverse channels, implement adapted Software. This integration of resources demands considerable time and effort.
SpecialChem's platform and Digital Marketing Solutions help chemical suppliers capture the digital buyer effectively, in a unique way. Immediately and without all these investments
Here's how.
The 2 ways to capture the digital buyer
Capturing the digital buyer can be achieved through two generic strategies.
- Path 1: Position your products within the digital buyer's journey by leveraging digital assets on the right digital channels, to attract its attention, generate contact, and commence the sales engagement process.
- Path 2: Your products are already “top of mind”, meaning that the buyer is directly using your digital channels, such as your website or customer portal.
For Path 1, a multi-channel presence is a must to capture the flow of customers in search mode effectively. It is an "inbound" strategy.
For Path 2, employing educational and promotional marketing techniques and ensuring that your digital touchpoints meet customer's evolving expectations is essential to maintain “top of mind” brand presence. There is nothing more effective than digital marketing to do that in today’s world. It is largely an "outbound" strategy.
The digital buyers extensively use SpecialChem for their product search
With a database housing detailed profiles of over 350,000 products from more than 6,000 companies worldwide, and thousands of knowledge resources like online courses, guides and articles, it is the go-to channel for formulators, and chemical or material engineers.
In 2023 alone, 9 million of chemical professionals searched our platform. With more than 69% of them having an active project underway, we played a role in expediting the development of more than 6 million new product last year.
Truly unique Digital Marketing Solutions
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We design tailored Programs to your needs and goals
It all starts with a detailed in-depth diagnostic to understand our Client. We work with our Clients to identify their business objectives and strategies, understand their technologies and their market maturity, competitive landscape, strengths and weaknesses. As well as their level of digital maturity.
Our experts then craft a tailor-made Program that will pursue digitally the business goals we agreed upon. A good Program will find the right balance between Path 1 and Path 2 (inboud vs. outbound). Brands with established market presence may leverage more of Path 1, while those with a lower Popularity Index will benefit more from Path 2. As a result, each Client's program is unique.
We ensure that your Program not only confronts all challenges identified but also aligns with your company's level of digital maturity. If you haven't already assessed your company's digital maturity level, here is a simple quiz to help you gauge where you stand and identify areas for improvement.
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We enhance your branding to be “top of mind”
Path 2 is about building recognition and trust as a viable partner through your product offerings and company reputation. SpecialChem Digital Marketing Solutions offer tens of millions of opportunities to do that every year with its unique toolbox of campaigns that will enhance your company's visibility in the eyes of millions of potential buyers.
Regardless of the performance of your products, if your target audience is unaware of them, selling becomes a challenge. SpecialChem creates multiple touchpoints between your brand and potential customers, ultimately increasing your Popularity Index by up to 4x times!
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We connect you with AI-scored leads
Connecting you with the active digital buyers in your target, among the millions using our platform is at the core of every Program. We have several ways to do that, listing your products on our databases is only one of them.
We don’t just send a package of leads for you to untangle. We use artificial intelligence (AI) for our unique lead-scoring model. This system provides consistent, relevant, and actionable information on every lead, helping you better understand customer needs and prioritize follow-up activities to optimize conversions and save valuable sales resources.
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Dedicated Client Success Managers to support your teams
Working with us not only reduces the load on your teams but also helps to grow their digital expertise. By leveraging the digital and industry experience of our Client Success Managers (CSM), your teams can translate your business strategy into digital performance more effectively. The CSM's mission is to deliver the specific digital and business objectives of your Program.
Here are the 8 benefits of your SpecialChem Client Success Manager
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Support services: Content creation, leads qualification, trainings…
Selling in the digital world requires specific skills, new processes, and a wealth of content that not every company has at their disposal. To address this challenge, we enrich our Programs with content creation services and digital training through our SpecialChem Academy.
However, there is one crucial step that is critical to capturing the digital buyer: the leads-to-business process.
Generating large numbers of leads is one thing, extracting all the value they contain – both short-term and long-term – is far more complex. Especially if you want to avoid diluting precious resources and overburdening customers with too many inquisitive interactions.
This step of the digital sales process is very different compared to analog ones, carried out by field sales representatives.
At SpecialChem, we take this challenge head-on. On top of our AI-scoring system, we offer human qualification services, automation processes and specific trainings to make sure you maximize the conversion rate and the conversion time of your digital leads.
As a result, our conversion can be significantly shorter than the average observed in the industry.
Read more about specialty chemicals sales in 1 year.
With SpecialChem, you are not just investing in a platform, but partnering with an expert that is committed to your digital and business success.
