6 BIM-Focused Lead Generation Strategies for Manufacturing Companies.

Generating leads is one of the most critical aspects of marketing — and growing your business. In the upcoming 8 minutes, this article will be your guide to the power of lead generation, explicitly tailored for BIM and the manufacturing landscape. 

The Importance of Lead Generation in Manufacturing Companies 

We are undergoing an era where manufacturing companies have to acquire leads with strategies beyond the traditional playbook. Imagine a scenario where your outreach isn't a shot in the dark but a precisely targeted effort that resonates with potential clients. Lead generation allows you to connect with those genuinely interested transforming it from a distant possibility to a tangible achievement. 

Lead generation is essentially building a pipeline of prospective customers who can be engaged, educated, and ultimately converted into clients who fit the ideal profile within a specific industry or market.

By effectively generating and qualifying leads, manufacturers can consolidate their sales process, target the right audience, and increase their chances of growing their business. Building product manufacturers must be ready to serve their clients, respond to the construction industry’s new demands, and view product data as a critical asset changing how the market meets customer expectations. 

By reaching out to the right audience, manufacturing companies can increase their chances of being included in project specifications and securing valuable deals. Understanding the needs and preferences of potential customers is crucial for tailoring marketing efforts and nurturing B2B relationships. In today's digital era, B2B interactions often start online, and having a solid lead generation strategy is the key to standing out. 


1. The BIM Advantage and BIMobject’s role:  

BIM (Building Information Modeling) is a powerful lead generation asset. Manufacturing companies often deal with complex products and services that require detailed communication. BIM facilitates this by creating a comprehensive digital representation of products, enabling one to visualize the result before committing. 

BIM anticipates potential errors and design problems early on, aiding informed decisions and minimizing costly changes later. This proactive approach not only boosts client understanding but also builds trust, and speeds up decision-making.

BIMobject's platform is the cohesive link between manufacturers and specifiers. Architects, engineers, and designers rely in online BIM libraries to find objects that meet their project requirements. Manufacturers, on the other hand, can collect strategic data to act on trends, promote products, and understand user preferences. 

Want to know if BIM is a requirement in your market? Get your hands on our full guide to BIM mandates now.

In 2022, nearly 70% of specifiers said that they go online to explore new products, and of AEC organizations 73% say having a highly collaborative relationship with building product manufacturers is crucial or very important to the success of their projects. This resonates with the simplified access offered by exchanging and providing information online. 

When architects and designers access and integrate BIM models into their projects, they express interest in those products. This allows manufacturers to capture warm leads—those who are already exploring products within the context of a project—and tailor their follow-up efforts accordingly. With BIM’s data-driven nature, tracking engagement patterns over time can reveal trends and opportunities for refining strategies later on.

BIMobject also operates globally, connecting manufacturers with professionals across different countries and regions. This global reach expands opportunities for manufacturers to tap into new markets and establish themselves as international players. 

2. Digitization of B2B: 

In the age of digitization, B2B interactions have transformed into digital customer experiences. The shift towards inbound marketing has become pivotal as a new generation of professionals takes charge of their own research and expects access to information around the clock. Specifiers have drastically reduced their dependence contacting distributors. Instead, they turn to BIM marketplaces or platforms (like bimobject.com) that serve as centralized storage for BIM objects. 

The transition from conventional practices to digital workflows in construction has led to the rising demand for online BIM object libraries. These platforms are vital for architects, engineers, and designers seeking pre-made objects that align with their project needs, accelerating the design phase. Manufacturers offering BIM product collections through these channels increase their chances of being found as these digital hubs attract numerous industry influencers regularly. 

BIM can foster a collaborative atmosphere between manufacturers and other stakeholders in the construction process. Ethical considerations and sustainability are also becoming crucial factors in B2B decision-making. Manufacturers who embrace sustainability in their BIM objects and provide clear insights into their environmental impact are effectively aligning themselves with market demands.

Read Ricardo Piazzai’s interview on BIM and sustainability and how manufacturing  companies could - and should adapt.

Manufacturers must strengthen their digital proficiencies to stay aligned with customer trends. This way, you can connect with their ever evolving demands. This collaborative effort not only positions manufacturers as valuable partners but also strengthens relationships that go beyond transactional interactions.

3. Digitized Product Data: A Marketing Asset 

The foundation of successful lead generation lies in high-quality product data presented in the right format and platforms wherever your audience seeks it. This approach becomes the pathway to specification, providing easily accessible high-quality BIM content is critical to offering an outstanding service to BIM-fluent architects and engineers.

Want to digitize your products? Develop you BIM content with us. 

The significance of multi-format digital content is crucial. Monitoring inbound marketing efforts through tracking downloads facilitates a better understanding of customer requirements. Improved customer satisfaction and brand competitiveness stem from being 'BIM ready'. Visibility at the early stages of a project increases opportunities, while actionable marketing data generates qualified leads earlier in the process. Investing in digitized product information not only drives revenue but establishes your company as digitally responsive.

Want to know more? Read 8 reasons why BIM should be in your next marketing plan. 

4. Omni-Channel Marketing: Expanding Your Reach

While your website remains a vital hub, providing a consistent and immersive product discovery experience across various web platforms is equally as important. Omni-channel marketing ensures that your products can be accessed and discovered on multiple avenues beyond your website, casting a wider net for potential leads. 

​​By integrating omni-channel strategies into your marketing approach, not only increases your brand's visibility but demonstrates your commitment to meeting your audience where they are. The seamless experience you provide across different platforms reinforces your brand's reliability and accessibility, further building credibility. As a result, you're not only expanding your reach but also laying a strong foundation for lasting customer relationships.

Discover how AkzoNobel Industrial Coatings through BIMobject has become an important part of an omni-channel strategy

5. Precise Targeting for Effective Outreach

Traditional lead generation strategies often involve a broad approach that may result in reaching out to individuals or companies that aren't genuinely interested in our products. With BIMobject, manufacturers can turn their product catalogue into digital assets and cater to specific industries or project types. For instance, a manufacturer of HVAC equipment can create distinct BIM objects for commercial and residential applications. This customization ensures that outreach efforts are well-aligned with the potential client’s needs, increasing the likelihood of generating qualified leads. 

6. The Risk of Inaction: Consequences of not Adapting

The influence of digitization and its effect on future business remains unevenly distributed among manufacturing firms. While certain companies have fully embraced digital processes, others are only partially aware of the need to take action eventually. 

The consequences of not embracing these strategies are significant. Failing to adapt means skipping early-spec opportunities. This can also lead to lost revenue in maintenance and facilities management. Additionally, your competitive advantage diminishes as competitors who have integrated BIM gain attention and secure deals. In a rapidly changing landscape, reluctance to evolve can result in missed opportunities and a weakened market position.

Find out what our marketplace for BIM objects and building product data can offer you

As manufacturers embrace BIM-driven strategies, they enhance their chances of capturing valuable projects and driving business growth. Partnerships between manufacturers and platforms like bimobject is propelling the manufacturing industry into a new era of lead generation, where innovation and technology converge to drive success. 

Remember… embracing BIM for lead generation is not just about utilizing technology; it's about adapting to a changing landscape, building meaningful relationships, and leveraging insights to connect with clients in a more impactful way. By blending innovation with industry demands, manufacturers can seize new opportunities to thrive in this era of technology and construction. 


Sounds interesting? Book a demo with our expert team to kickstart your BIM journey today! 

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The Architecture, Engineering, and Construction (AEC) industry is experiencing a monumental transformation driven by digital technologies. Indeed, the industry's new value proposition has shifted from aesthetics and pleasing buildings to performance and sustainability. Adopting a data-driven design approach becomes indispensable to navigating this new landscape, allowing for informed decision-making and optimal outcomes. 

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