Over the past few years I've helped several manufacturing companies implement marketing automation solutions to improve their business and their marketing.
To date, 20% of larger companies (500+ employees) are using marketing automation, while firms with 20+ employees have a 4% adoption rate.
Following are 10 benefits manufacturing companies can realize by using marketing automation:
- Save time. You can create marketing campaigns and posts for different products and target audiences ahead of time and schedule to run once the customer or prospect takes an action in the future.
For example, if you're attending a tradeshow and having people visit your booth, you can have an automated message go out each evening when the show closes thanking them for coming by the booth and inviting them to reconnect if they need more information on a particular product.
- Ability to provide personalized, targeted relevant information to clients and prospects when and where they need it.
If a channel partner needed a case study for an end-user customer, you are able to provide it instanteously.
- Marketing staffs are able to get more done in less time. One employee can execute complex and ongoing campaigns that can connect with many more customers and prospects than is possible to do manually.
Marketing automation is very scalable and allows you to grow your business without the commensurate growth in your marketing department.
- Ensures consistent messaging across time and channels. You're able to ensure that all of your graphic standards are met as well as delivering consistent, relevant messages to the right target audience. Consistency builds trust. Inconsistency breeds confusion and distrust.
This capability is particuarly important if the company is going through a brand identity change as one company I worked with was doing.
- You receive detailed reports on the performance of each campaign by channel so you know what's working and where improvements can be made.
- You are able to A/B test different elements of a campaign like who an email is coming from, the subject line, the offer, the layout, the call-to-action, the landing page and the images.
One marketing automation platform even enables you do do A/B/C/D testing.
- A tremendous benefit for manufacturing firms with sales forces or channel partners is the ability to score leads.
Marketing and sales must sit down and agree upon what constitutes a marketing qualified lead (MQLs) versus a sales qualified lead (SQLs) and how the MQL is best nurtured into an SQL.
This must be constantly monitored so the scoring and nuturing process can be refined over time.
- You are able to learn more about your customers and profiles through progressive profiling.
By integrating your CRM and your marketing automation software, you are able to prepopulate forms for website visitors. This lets visitors know you know them and keep track of their valuable information. It also enables you to ask more relevant questions so you can better qualify them over time.
- You build a repository of marketing elements, supported by data, so your marketing team is not "reinventing the wheel" every time a campaign is needed.
You also know what has worked in the past when a new campaign is needed.
- According to Aberdeen, firms that use marketing automation improve lead conversion 107%, have a greater average deal size of 40%, have a 20% higher attainment of quota and 17% beter forecast accuracy.
Is your manufacturing firm using marketing automation to increase productivity and sales?
If not, let me know if I can help you identify the right marketing automation platform for your firm.