For component manufacturers, selling to Original Equipment Manufacturers (OEMs) can be challenging. Why? Because OEMs have complex organisational structures, and decision-making on your products involve multiple layers of approval from various stakeholders, each with their own unique concerns. This applies throughout the entire supply chain. Whether you’re a Tier 1 supplier selling major systems directly to OEMs, a Tier 2 supplier providing key components, and those in Tier 3 and 4 offering sub-components or raw materials – understanding how to communicate with each decision-maker in the buying process leads to better sales opportunities.
To effectively talk to these decision-makers, you need to create buyer personas for each stakeholder. See these previous articles in our Understanding Manufacturing Buying Personas series:
- Persona Mapping: Understanding Your Manufacturing Audience
- The Key Personas for Tier Suppliers in Manufacturing
Each person in the Decision-Making Unit (DMU) plays a unique role and has distinct priorities at different stages of the buying cycle. Engineers are focused on technical specs, procurement managers need reliable pricing, production managers demand operational efficiency, and quality control teams require assurance that your components meet their high standards. With your buyer personas ready to go, makes knowing how to craft and deliver targeted communications for each decision-maker easier and more effective.
Throughout my article, we’ll map out how to communicate with the key decision-makers (we identified in our previous articles) at every stage of the buying cycle and review the specific marketing activities that will help you engage each one effectively. From the initial awareness phase to long-term advocacy, we’ll show you how to cut through the noise and tailor your messaging to ensure you’re reaching the right people with the right content at the right time.
About the Author: I’m Steve Bishop (FCIM) – the MD at Beach Marketing, and I understand the challenges with selling to OEMs intimately. Our experience working with Tier 1 through to Tier 4 suppliers has shown us that the key to success lies in creating targeted, persona-driven marketing strategies that guide OEM decision-makers to buy your products and services.
Targeted Persona Marketing Activities for Each Stage of The Buying Cycle
To help you overcome the challenges of communicating with OEM decision-makers, we’ve developed a strategic marketing framework that ensures you’re speaking the right language to the right people at the right time. Here’s how you can align your marketing activities with each persona at each stage of the buying cycle.
Before we get into the persona-based marketing activity plan, it’s important to understand what we mean by the buying cycle and the stages involved:
Overview of Key Buying Cycle Stages:
Unaware
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Unaware
The potential customer is not yet aware of your brand or the specific solutions your components provide. Marketing efforts here are focused on building awareness.
Contemplation
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Contemplation
The customer is aware of their need and is considering potential solutions. Marketing at this stage should inform and build trust through educational content.
Research & Planning
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Research & Planning
The customer is actively researching potential suppliers and comparing options. Content here needs to be valuable and technical, showing why your components are the best fit.
Action
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Action
The customer is ready to make a decision. The focus should be on presenting compelling offers, product trials, and clear pricing information to seal the deal.
Signed & Sealed
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Signed & Sealed
Post-purchase engagement is crucial to keep the customer committed. Onboarding, aftercare, and support programmes are essential to maintaining the relationship.
Advocacy
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Advocacy
A happy customer can become a brand advocate. Encourage referrals and loyalty by highlighting the long-term benefits of your partnership and offering rewards for client referrals.
Understanding each stage of the buying cycle and what that means to each persona is key to delivering effective marketing activity.
You can clearly see in the table below that the messaging is completely different for each persona at each stage of the cycle. This list isn’t exhaustive but represents typical activity that will overcome the pain points and motivators for each persona we explored in our article The Key Personas for Tier Suppliers in Manufacturing.
| Persona | Unaware | Contemplation | Research & Planning | Action | Signed & Sealed | Advocacy |
| David, The Design Engineer (User & Influencer) | Introduce your brand via technical blog posts and thought leadership content that addresses common engineering challenges. | Share high-level case studies demonstrating how your components solved specific design problems. Engage with webinars about product innovation and design trends. | Provide detailed technical documentation, white papers, and product specifications that showcase the performance of your components. Offer personalised product demos or trials. | Offer in-depth product demos or trials that address specific technical needs and how your components will improve design performance. Answer technical questions via direct communication. | Share technical support guides, onboarding materials, and aftercare content to ensure seamless integration. Continue support through webinars focused on new product updates. | Offer exclusive access to early product innovations or beta programs. Encourage David to provide feedback and testimonials that can be used for case studies. Engage him through industry-specific events or thought leadership platforms. |
| Lisa, The Procurement Manager (Buyer) | Build awareness with introductory content about cost savings and reliability through social media posts, infographics, and general industry articles. | Provide email campaigns and landing pages with transparent pricing models and procurement case studies showcasing long-term value. | Offer detailed pricing breakdowns, value propositions, and ROI calculators. Share testimonials about reliability and long-term supplier relationships via email campaigns. | Share product comparison content, clear pricing structures, and delivery schedules. Offer tailored solutions that focus on long-term value and cost savings. | Deliver after-sales content such as supplier agreements, onboarding resources, and ongoing communication about delivery performance and consistency. | Engage Lisa by providing her with loyalty incentives, referral programs, and exclusive pricing for long-term contracts. Ask her for testimonials or participate in industry panels about procurement success stories with your company. |
| John, The Production Manager (User) | Publish thought leadership articles or blogs that highlight industry-wide production challenges and solutions for efficiency. | Host educational webinars on how to improve production efficiency using your components. Share case studies that show operational improvements in similar companies. | Provide in-depth case studies or examples of how your components improved production workflows. Offer live product demos to show ease of integration. | Offer product trials, operational efficiency studies, and detailed testimonials that showcase reduced downtime or improved production. Engage with direct follow-ups for any concerns. | Provide content that helps with post-purchase integration, including onboarding guides, video demos, and ongoing support via webinars or customer service follow-ups. | Keep John engaged by sharing updates on industry innovations that could enhance production efficiency. Encourage him to join webinars or user groups where he can provide feedback on your products. Reward advocacy through loyalty programs. |
| Emma, The Quality Control Manager (Influencer) | Build credibility with general content about your commitment to quality, including certifications, compliance with industry standards, and thought leadership on defect prevention. | Provide light testimonials and social proof from existing clients focusing on your quality standards and compliance with industry regulations. | Offer detailed guides on your quality assurance processes and compliance protocols. Share in-depth testimonials from OEMs or third-party audits. | Engage with Emma directly, providing samples of certifications, quality awards, and case studies that highlight your defect-free performance. Offer one-on-one discussions on quality assurance. | Continue to share your ongoing commitment to quality, offering after-sales support with updates on new certifications or process improvements. | Encourage Emma to participate in quality assurance discussions or forums where she can share her success stories with your company. Offer recognition for her expertise through case studies or participation in quality management events. |
| Brian, The R&D Director (Influencer & Decider) | Share thought leadership articles and blogs focused on industry innovations, cutting-edge technologies, and future trends via social media and industry reports. | Provide webinars or email campaigns on how your components support innovation and future-proofing. Offer high-level white papers on product advancements. | Offer personalised content such as in-depth white papers, product innovation case studies, and insights into long-term market trends. Engage with Brian through webinars or innovation-led discussions. | Engage with Brian through product trials or demos that highlight how your components support next-generation products and innovation. Provide technical documentation that aligns with long-term goals. | Offer exclusive webinars or content showcasing new product developments and how your components continue to lead innovation. Share R&D case studies that keep Brian informed about your future offerings. | Maintain Brian’s interest by inviting him to join exclusive innovation councils, beta testing programs, or industry think tanks. Leverage his success stories to build credibility and encourage him to speak at industry events on product innovation. |
How This Fits into a Strategic Marketing Plan
At Beach Marketing, we specialise in helping Tier 1 and Tier 2 suppliers build marketing strategies that speak directly to OEM decision-makers. By combining targeted persona-driven marketing with a clear understanding of the buying cycle, we ensure that you’re communicating the right message at the right time. Here’s how we can help you execute this strategy:
Unlock OEM Success with Persona-Driven Marketing
Communicating effectively with OEM decision-makers requires a deep understanding of who you’re talking to and where they are in their buying cycle. At Beach Marketing – B2B Marketing Agency, we provide the strategic insight and tactical execution needed to navigate this complex landscape. Our persona-driven marketing approach ensures that your brand is visible, valuable, and trusted from initial awareness to long-term advocacy.
Ready to engage OEMs effectively? Contact us today for a complimentary half-day persona mapping workshop and let us help you create a marketing strategy that drives OEM success. Fill out our contact form below to get started.
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