GITNUXREPORT 2025

Marketing In The Secondary Industry Statistics

Secondary industry marketing thrives through digital channels, personalized content, and analytics.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

52% of secondary industry marketers plan to increase their investment in content marketing in 2024

Statistic 2

54% of manufacturing firms report a need for better content marketing resources

Statistic 3

49% of manufacturing marketers prioritize customer education content

Statistic 4

51% of industrial marketers see content marketing as their primary lead generation tactic

Statistic 5

65% of secondary industry companies use analytics tools to measure marketing performance

Statistic 6

29% of secondary industry companies plan to adopt AI-driven marketing tools by 2024

Statistic 7

39% of manufacturing companies utilize chatbot technology for customer service

Statistic 8

49% of secondary industry firms plan to increase investment in data-driven marketing in 2024

Statistic 9

28% of manufacturing companies invest in virtual trade shows

Statistic 10

58% of manufacturing companies utilize customer data platforms for targeted marketing

Statistic 11

68% of secondary industry companies rely heavily on digital marketing to generate leads

Statistic 12

45% of manufacturing firms use social media platforms for brand awareness

Statistic 13

65% of secondary industry marketers utilize email marketing as a primary communication channel

Statistic 14

60% of manufacturing companies have dedicated marketing teams

Statistic 15

42% of secondary industry firms reported increased ROI after adopting inbound marketing strategies

Statistic 16

58% of industrial companies attend at least 3 marketing trade events per year

Statistic 17

37% of manufacturers use video marketing to showcase products

Statistic 18

48% of industrial marketers believe personalized content significantly improves customer engagement

Statistic 19

55% of secondary industry companies utilize PPC advertising

Statistic 20

70% of B2B buyers in secondary industries prefer to interact with brands via digital channels

Statistic 21

43% of manufacturing firms see an increase in lead generation through SEO efforts

Statistic 22

54% of industrial firms connect marketing campaigns directly to sales revenue

Statistic 23

40% of manufacturing companies added new digital marketing channels in 2023

Statistic 24

62% of secondary industry marketers consider customer retention the top priority

Statistic 25

46% of industrial companies leverage influencer marketing to reach niche audiences

Statistic 26

33% of manufacturing companies use AR/VR technologies for marketing purposes

Statistic 27

72% of industrial companies believe marketing collaboration with sales increases revenue

Statistic 28

63% of manufacturing firms utilize customer testimonials in their marketing strategies

Statistic 29

46% of industrial companies experience increased engagement from personalized email campaigns

Statistic 30

67% of secondary industry companies use LinkedIn for B2B marketing efforts

Statistic 31

44% of manufacturing firms see improved customer loyalty from targeted loyalty programs

Statistic 32

35% of secondary industry marketers focus on mobile-friendly marketing strategies

Statistic 33

65% of manufacturing companies find trade publications effective for reaching decision makers

Statistic 34

43% of industrial companies use event marketing as part of their strategy

Statistic 35

60% of manufacturing firms track competitor marketing activities

Statistic 36

51% of secondary industry marketers see influencer partnerships as a growing trend

Statistic 37

57% of industrial firms believe digital marketing helps accelerate sales cycles

Statistic 38

22% of secondary industry companies have implemented AI chatbots for marketing automation

Statistic 39

34% of secondary industry companies use programmatic advertising

Statistic 40

41% of industrial firms generate leads through webinars

Statistic 41

69% of secondary industry companies use video testimonials to enhance credibility

Statistic 42

31% of secondary industry firms use native advertising to reach target audiences

Statistic 43

57% of manufacturing firms believe innovative marketing techniques give them a competitive edge

Statistic 44

74% of industrial buyers conduct online research before making purchasing decisions

Statistic 45

50% of secondary industry marketers report challenges in measuring marketing effectiveness

Statistic 46

38% of manufacturing companies actively participate in online forums and communities

Statistic 47

53% of industrial marketers integrate sustainability messaging into their campaigns

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Key Highlights

68% of secondary industry companies rely heavily on digital marketing to generate leads
45% of manufacturing firms use social media platforms for brand awareness
52% of secondary industry marketers plan to increase their investment in content marketing in 2024
74% of industrial buyers conduct online research before making purchasing decisions
65% of secondary industry marketers utilize email marketing as a primary communication channel
60% of manufacturing companies have dedicated marketing teams
42% of secondary industry firms reported increased ROI after adopting inbound marketing strategies
58% of industrial companies attend at least 3 marketing trade events per year
37% of manufacturers use video marketing to showcase products
48% of industrial marketers believe personalized content significantly improves customer engagement
55% of secondary industry companies utilize PPC advertising
70% of B2B buyers in secondary industries prefer to interact with brands via digital channels
43% of manufacturing firms see an increase in lead generation through SEO efforts

In an industry where 74% of industrial buyers research online before purchasing, secondary industry companies are increasingly turning to innovative digital marketing strategies—spanning social media, content marketing, and data-driven tools—to generate leads, enhance brand presence, and stay ahead in a competitive marketplace.

Content Marketing and Multimedia Usage

52% of secondary industry marketers plan to increase their investment in content marketing in 2024
54% of manufacturing firms report a need for better content marketing resources
49% of manufacturing marketers prioritize customer education content
51% of industrial marketers see content marketing as their primary lead generation tactic

Content Marketing and Multimedia Usage Interpretation

With over half of secondary industry marketers planning to ramp up content investments and nearly as many prioritizing customer education, it's clear that in 2024, manufacturing firms are recognizing content marketing not just as an auxiliary tool but as the engine driving their lead generation and customer engagement strategies.

Industry Digital Transformation and Technology Adoption

65% of secondary industry companies use analytics tools to measure marketing performance
29% of secondary industry companies plan to adopt AI-driven marketing tools by 2024
39% of manufacturing companies utilize chatbot technology for customer service
49% of secondary industry firms plan to increase investment in data-driven marketing in 2024
28% of manufacturing companies invest in virtual trade shows
58% of manufacturing companies utilize customer data platforms for targeted marketing

Industry Digital Transformation and Technology Adoption Interpretation

While secondary industry companies are increasingly harnessing analytics, AI, and chatbot technology to sharpen their marketing edge—and nearly half aim to ramp up data-driven initiatives—the rising investment in virtual trade shows underscores a strategic shift towards digital engagement in an era where customer insight and innovation are the keys to staying competitive.

Marketing Strategies and Customer Engagement

68% of secondary industry companies rely heavily on digital marketing to generate leads
45% of manufacturing firms use social media platforms for brand awareness
65% of secondary industry marketers utilize email marketing as a primary communication channel
60% of manufacturing companies have dedicated marketing teams
42% of secondary industry firms reported increased ROI after adopting inbound marketing strategies
58% of industrial companies attend at least 3 marketing trade events per year
37% of manufacturers use video marketing to showcase products
48% of industrial marketers believe personalized content significantly improves customer engagement
55% of secondary industry companies utilize PPC advertising
70% of B2B buyers in secondary industries prefer to interact with brands via digital channels
43% of manufacturing firms see an increase in lead generation through SEO efforts
54% of industrial firms connect marketing campaigns directly to sales revenue
40% of manufacturing companies added new digital marketing channels in 2023
62% of secondary industry marketers consider customer retention the top priority
46% of industrial companies leverage influencer marketing to reach niche audiences
33% of manufacturing companies use AR/VR technologies for marketing purposes
72% of industrial companies believe marketing collaboration with sales increases revenue
63% of manufacturing firms utilize customer testimonials in their marketing strategies
46% of industrial companies experience increased engagement from personalized email campaigns
67% of secondary industry companies use LinkedIn for B2B marketing efforts
44% of manufacturing firms see improved customer loyalty from targeted loyalty programs
35% of secondary industry marketers focus on mobile-friendly marketing strategies
65% of manufacturing companies find trade publications effective for reaching decision makers
43% of industrial companies use event marketing as part of their strategy
60% of manufacturing firms track competitor marketing activities
51% of secondary industry marketers see influencer partnerships as a growing trend
57% of industrial firms believe digital marketing helps accelerate sales cycles
22% of secondary industry companies have implemented AI chatbots for marketing automation
34% of secondary industry companies use programmatic advertising
41% of industrial firms generate leads through webinars
69% of secondary industry companies use video testimonials to enhance credibility
31% of secondary industry firms use native advertising to reach target audiences
57% of manufacturing firms believe innovative marketing techniques give them a competitive edge

Marketing Strategies and Customer Engagement Interpretation

In an industry where traditional manufacturing once reigned supreme, today's secondary sector is investing heavily in digital tactics—from LinkedIn and personalized email campaigns to trade shows and even AR—proving that in the factory of tomorrow, a savvy online presence is no longer optional but essential for revenue and relevance.

Online Research and Data Utilization

74% of industrial buyers conduct online research before making purchasing decisions
50% of secondary industry marketers report challenges in measuring marketing effectiveness
38% of manufacturing companies actively participate in online forums and communities

Online Research and Data Utilization Interpretation

With 74% of industrial buyers researching online and half of marketers struggling to prove their impact, the secondary industry is increasingly navigating a digital battleground where participation in online forums (38%) is crucial, yet measuring success remains a perplexing puzzle.

Sustainability, Innovation, and Market Trends

53% of industrial marketers integrate sustainability messaging into their campaigns

Sustainability, Innovation, and Market Trends Interpretation

Over half of industrial marketers are weaving sustainability into their campaigns, signaling that eco-conscious messaging has become as essential to their branding as the machinery they promote—proof that green business isn't just a trend, but a strategic necessity.