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Marketing Automation 101 for Manufacturers

12/27/17, 9:02 AM

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Marketing automation can change your manufacturing business. It can bring in new leads, simplify your workflow, and even help you plan for the years ahead.

Marketing automation is no longer a nice-to-have, it’s a must.
Yes, even for manufacturers.
Especially for manufacturers, actually.

At Sync, we’re experts in automating the marketing process for manufacturing companies. We’ve worked with dozens of brands, both storied and startup, to create strategies that drive highly-qualified leads. So, let’s dig in.

What is Marketing Automation?

Marketing automation is the idea of using software to streamline the marketing process. Automation software can be used to simplify emails, social media, web content, and so much more. Hubspot is a great example of a well-respected marketing automation platform.


How Do Manufacturers Fit In?

Opportunities abound within the manufacturing sector for marketing automation implementation. When done well, automation drives qualified leads. It converts prospects into customers and keeps them happy throughout the purchasing funnel. Manufacturers face long purchase cycles, so the automation process is all the more important for keeping customers engaged before they buy. Additionally, small- to medium-sized manufacturing businesses rarely have the resources for full-time marketing staff in-house.


How Do Manufacturers Benefit from Automation?

Great question. In the old days, it was enough to print 1,000 brochures and hit up six trade shows a year. Today, globalization has made competing for clients in the manufacturing space tougher than ever; even local, specialized manufacturing businesses need to have a brand strategy and a digital presence to drive the kind of continuous sales they’ll need to survive. Automation takes away a lot of the logistical pain of doing so.


How Does Marketing Automation Work for Manufacturers?

It’s a multi, multi-level process. It all starts with choosing an automation software; cost, training, and scope should be top considerations. Because software is often so far outside the purview of manufacturers, many choose to work directly with a digital marketing company who can implement an automation strategy on their behalf using vetted enterprise software. Remember, automation isn’t “set it and forget it.” It won’t work unless someone is managing it on the backend.

After selecting software, a content plan needs to be put in place. It should be based around the intended audience (which is why Buyer Personas are so critical) and aim to reach customers at the top, in the middle, and the bottom of the funnel.

From there, leads must be managed; great automation software takes a lot of the guesswork out of this process by “scoring” leads and even assigning them to the right salesperson. Converting leads driven by an automation strategy ultimately depends on the sales team, particularly in an industry as technically-dense as manufacturing.

Marketing automation can save your business. It’s not a Band-Aid…it’s an investment of both time and money that pays dividends when done right. But don’t let the prospect scare you – let it invigorate you! We’ve seen some pretty simple strategies work wonders for manufacturing businesses stuck in a rut.

Ready to put automation technology to work for your manufacturing company? We are, too. Give Synchronicity a call today to talk details and get a comprehensive quote.



Topics: Marketing Automation, Digital Marketing, Manufacturers