B2B Manufacturing
Market intelligence to navigate the evolving manufacturing landscape
B2B manufacturing faces continued disruptions with companies navigating rapid technological transformations, shifting buyer behavior, market consolidation, competitors, regulatory and sustainability challenges, and geopolitical uncertainties.
With extensive experience in the manufacturing sector, our experts access your target market, no matter how niche — from technical experts in production and engineering to procurement and strategy leaders — to provide insights into their needs and priorities, ‘on-the-ground’ market dynamics, and buying behaviors. Hanover delivers the research you need to understand your core customers, market opportunities, and competitive landscape to set you up for success now and in the future.
How industry research helps B2B manufacturers
Validate market demand and outperform competitors
Overview
New and adjacent markets offer a path to growth, but can also present new and challenging questions. What and where do we try to penetrate? Is it worth the investment? How should we position ourselves in that market?
With a thorough analysis of potential markets, you can determine if an investment is worthwhile, develop a competitive GTM strategy, and successfully enter the market and win market share.
Understand and adapt to shifting buyer behavior
Overview
Your customers are changing, from how they want to buy to what features they demand. Are your products keeping up?
To adjust to evolving technologies, shifting customer preferences, and market consolidation, you need updated market and customer insights. Get actionable data to navigate buyer shifts and optimize your tactics for an evolving market.
Identify and target your best-fit customers
Overview
Are you targeting the right buyers with the right message? In a dynamic B2B manufacturing landscape, understanding your ideal buyer is fundamental to success.
Identify the characteristics, needs, and motivations of OEMs, dealers, and distributors to develop a marketing strategy that responds to shifting priorities among all segments of your customer base.
Optimize products and prices for capital expenditures
Overview
Struggling to align products with customer demand and competitive pricing? Market insights from Hanover help you optimize product offerings and set prices that maximize both value and profitability, ensuring you stay competitive while meeting buyer needs and driving growth.
How We Help
- Customer Needs Assessment
- Pricing Strategy
- Product Concept Testing
- Competitive Analysis
- Channel Strategy
Mueller Leverages Market Analysis for Long-Term Product Strategy
“We wanted to take a holistic approach to understand consumer behavior, perceptions, and what words resonate with consumers and the trade when it comes to sustainability. Hanover’s survey insights helped inform our sustainability strategy: we saw that consumers and contractors really care about sustainability and value a manufacturer that is prioritizing sustainability in their business decisions. Hanover brought out research techniques like MaxDiff to help create the best survey instrument for our needs.”
– Deron Austin, Sr.; Director of Marketing
Mermet Leverages Path-to-Purchase Insights to Help Expand Its Online Presence
“We were exploring a website redesign as part of our overall effort to increase our brand’s online presence. With this goal in mind, we felt it was important to understand the path that potential customers of solar screen fabrics take in their purchase journey to inform our planning. Hanover’s analysis provided in-depth insights that helped us identify online content and services that will resonate well with customers.”
– Colin Blackford, Director of Strategy & Innovation, Mermet
Manitou Group Innovates Its Compact Earthmoving Equipment Based on Customer Preferences
“In our mission to center our products around the customer, we strive to regularly incorporate customer feedback into product and service design. We needed to not only understand how customers feel about this equipment, but how they view Manitou and our competing brands as a whole. Hanover’s analysis provided detailed insights into customer preferences for this equipment and the competitive landscape, helping us stand out further in the market and meet our customers’ biggest needs.”
– Jeff Weido, Senior Director, Product Management & Marketing