Marketing Automation Strategies for Manufacturing Companies
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Learn how your manufacturing company can use marketing automation to increase leads, close more deals and improve efficiencies by automating manual processes.
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Marketing Automation Strategies for Manufacturing Companies
- 1. Marketing Automation Strategies for Manufacturing Companies
- 2. www.foremostmedia.com Evan Facinger VP Online Marketing Foremost Media efacinger@foremostmedia.com
- 3. www.foremostmedia.com What We’ll Cover • Marketing Automation Methodology • Strategy Development • Actionable Steps • Q & A
- 4. www.foremostmedia.com What is Marketing Automation • Software that exists to automate repetitive tasks such as emails, social media, and other website actions.
- 5. www.foremostmedia.com The Value of Marketing Automation • Insight into how your audience interacts with your organization at every stage of the buying process.
- 6. www.foremostmedia.com But How Does Insight Help? • Eliminates the Sales Cliff!
- 7. www.foremostmedia.com Let The Tools Work Together • Break your marketing efforts out of their silos and let the data build a complete profile of your audience.
- 8. www.foremostmedia.com Market to the Entire Funnel High level industry related content that will convert anonymous visitors into known visitors. Educate your audience with white papers, eBooks, check lists, buyer guides, etc. Demos, trials, data sheets and a sales person to help answer questions.
- 9. www.foremostmedia.com Make Useful Content • Create Buyer Personas • Include customer demographics, behavior patterns, motivations and goals
- 10. www.foremostmedia.com Understand Their Decision Making Process • Know their journey and the different stages of decision making.
- 11. www.foremostmedia.com Improve Your Email Marketing • Right Message • Right Person • Right Time.
- 12. www.foremostmedia.com Improve Your Email Marketing • Don’t just rely on best practices - A/B test!
- 13. www.foremostmedia.com Use Landing Pages • Every piece of content, every ad, every call-to- action should have its own landing page.
- 14. www.foremostmedia.com Use Landing Pages • Every piece of content, every ad, every call-to- action should have its own landing page. Increasing the number landing pages from 10 to 15 can increase your leads by 55%*
- 15. www.foremostmedia.com Don’t Forget to A/B Test VS
- 16. www.foremostmedia.com Score Your Leads • Not all leads are created equal. Use lead scoring to identify the lead’s current stage in the buying process.
- 17. www.foremostmedia.com Have the Complete History • Track every online interaction with your organization.
- 18. www.foremostmedia.com Lead Scores and Your Funnel Lead Score 0 - 10 Lead Score 11 - 29 Lead Score 30 - 39
- 19. www.foremostmedia.com Lead Nurturing • Turn prospects into buyers with automated lead nurturing • Critical for manufacturing companies considering the long sales cycle
- 20. www.foremostmedia.com Putting it All Together Tools + Strategy = SUCCESS
- 21. www.foremostmedia.com Lead Generation Workflow • Determine and Create Content Based on Persona • Create Dedicated Landing Page with Form • Create Workflow Messaging • 8-10 emails, using both HTML and plain text • Create Workflow • Map out process
- 23. www.foremostmedia.com Reengagement Campaign • Turn cold leads into hot prospects • Short gaps in between first and follow up emails (2 -4 days). • Followed by longer pauses (3 – 6 weeks). • Any action from the lead should be followed up by sales.
- 24. www.foremostmedia.com Trade Show Drip Campaign • Create dedicated landing page to pre-schedule your appointments with incentives • Start with a pre-show email to attendees • Schedule Social Media posts with event hashtag • Create follow-up workflow for all attendees. • Initial follow-up • Industry related content • Plain text email from sales rep
- 25. www.foremostmedia.com More Workflows • Top-Of-Mind Drip • After Quote/Proposal Drip • Lost Customer Drip • Onboarding/New Customer Drip • Sales Enablement • New Employee Drip • Advocate Engagement
- 26. www.foremostmedia.com Campaign Performance • Know Actual Results
- 27. www.foremostmedia.com Results? • 2013: 15,246 Total Marketing Reach • 2014: 27,382 Total Marketing Reach • Jan 2017: Almost 40,000 Total Marketing Research