Mastering the Marketing & Sales Funnel in Hydraulic Component Manufacturing
From Chasing Customers to Attracting Them
Success in hydraulic component manufacturing and distribution isn’t just about having the best products. It’s about getting in front of the right audience and earning their trust. In the March 2025 edition of Fluid Power Journal, Aggressive Hydraulics’ Sales Manager, Steve Thor, shares his perspective. He explains how manufacturers can create a structured marketing and sales funnel. That funnel guides potential customers through each stage of the buying process. The fluid power industry faces longer sales cycles and highly technical decisions. Companies need a strategy that builds credibility, engages decision-makers, and converts prospects into loyal buyers.
Building Awareness, Engaging Buyers, and Closing Sales
Thor’s article breaks down the funnel into key stages. It starts with brand awareness, leveraging targeted content, trade shows, and SEO to get noticed by the right audience. From there, the interest and consideration stages focus on providing valuable technical content. This includes product demonstrations, case studies, and performance comparisons to differentiate from competitors. When prospects reach the intent and purchase stages, it’s crucial to remove obstacles. Teams do this by offering tailored solutions, transparent pricing, and strong post-sale support.
Creating Long-Term Customer Relationships
The funnel doesn’t end at the sale. Thor emphasizes the importance of customer loyalty through proactive follow-ups, maintenance support, and exclusive insights into new technologies. By aligning marketing with business development, hydraulic manufacturers can transition from chasing customers to naturally attracting them. Want to refine your approach and drive sustainable growth? Read the full article in Fluid Power Journal.
