Marketing Automation Strategies for Manufacturing Companies

Marketing AutomationStrategies for Manufacturing Companies

www.foremostmedia.com

Evan FacingerVP Online Marketing

Foremost Media

[email protected]


What We’ll Cover• Marketing Automation Methodology• Strategy Development• Actionable Steps• Q & A


What is Marketing Automation• Software that exists to

automate repetitive tasks such as emails, social media, and other website actions.


The Value of Marketing Automation• Insight into how your

audience interacts with your organization at every stage of the buying process.


But How Does Insight Help?• Eliminates the Sales Cliff!


Let The Tools Work Together• Break your marketing efforts out

of their silos and let the data build a complete profile of your audience.


Market to the Entire FunnelHigh 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.


Make Useful Content• Create Buyer Personas• Include customer demographics, behavior

patterns, motivations and goals


Understand Their Decision Making Process• Know their journey and the

different stages of decision making.


Improve Your Email Marketing• Right Message• Right Person• Right Time.


Improve Your Email Marketing• Don’t just rely on best practices - A/B test!


Use Landing Pages• Every piece of

content, every ad, every call-to-action should have its own landing page.


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%*


Don’t Forget to A/B Test

VS


Score Your Leads• Not all leads are created

equal. Use lead scoring to identify the lead’s current stage in the buying process.


Have the Complete History• Track every online

interaction with your organization.


Lead Scores and Your Funnel

Lead Score 0 - 10

Lead Score 11 - 29

Lead Score 30 - 39


Lead Nurturing• Turn prospects into

buyers with automated lead nurturing

• Critical for manufacturing companies considering the long sales cycle


Putting it All TogetherTools + Strategy = SUCCESS


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


How That Looks


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.


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


More Workflows• Top-Of-Mind Drip• After Quote/Proposal Drip• Lost Customer Drip• Onboarding/New Customer Drip• Sales Enablement• New Employee Drip• Advocate Engagement


Campaign Performance• Know Actual Results


Results?• 2013: 15,246 Total Marketing Reach• 2014: 27,382 Total Marketing Reach

• Jan 2017: Almost 40,000 Total Marketing Research

Questions?Email me: [email protected]

Marketing Automation Strategies for Manufacturing Companies

Marketing

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