How can Manufacturers use CRM and Automation to increase exposure to their target audience?

February 15, 2015

Sales and marketing are all about touchpoints – getting in front of, and staying in front of your target audience and ideal buyer. As sales-driven marketers, we know that B2B sales aren’t (usually) made on the first call and that the relationship shouldn’t be one-and-done. It’s about leveraging the relationship, building a deeper connection with your customer, and growing accounts. This means that campaigns should focus on touchpoints — engaging with current, past, and could-be customers over and over again.

Marketing automation enables you to stay in front of quality leads and increase your touch points while reducing overall load and strain on your marketing team.

First, what is marketing automation?

Marketing automation, in the simplest terms, is the practice of using software to automate the process of connecting with your prospects via e-marketing, like your website, email, and content/blog. There are a number of solutions for automation for manufacturers of any size.

Marketing automation is the bridge between the marketing/sales gap and enables your website to act as a business system rather than a marketing brochure that happens to live on the web. By tracking detailed metrics, or key performance indicators, manufacturers can make smarter marketing decisions based on quantifiable data, and ultimately provide more qualified leads for their business development teams. With automation, marketers can automate the process of sending targeted email messages to specified lists of prospects and customers based on their interests.

Assuming you’ve already defined your ideal buyer persona, automation enables marketers to create and implement targeted marketing campaigns, increasing engagement from your audience with less human-capital required.

Automation can be used in any type of company, but manufacturers especially can see an increase in engagement and output when using automation.

Why? Manufacturing content tends to be more technical in nature than consumer products – especially when taking into consideration details such as safety ratings, material specs and licensing – that may take more time to source and write unique content than other industries. By automating the process of content delivery to your list, manufacturing marketing teams create the content once and use an automation platform to distribute.

How can manufacturers get started with automation?

Not using marketing automation, CRM, or content marketing yet to market your business and don’t know where to start? We’re happy to help – sign up for a free marketing power hour and see what automation can do for you.



About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.

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