How to Remedy the Biggest Marketing Mistake Made by Manufacturers

By Adam Hallbeck | January 15, 2020

How to remedy the biggest marketing mistake made by manufacturers

A strong marketing strategy for manufacturing companies is integral for manufacturing companies if you want to continue to grow your business and optimize operations and production. Through targeted and strategic marketing efforts, manufacturers can attract potential customers that align with their ongoing goals and initiatives. This can be achieved through traditional B2B marketing efforts, such as trade shows and industry events, or through inbound marketing channels such as blogs, webinars, videos, and the like.

While marketing professionals are used to juggling different strategies and tactics in order to increase lead counts and sales opportunities, many are missing the mark when it comes to the most important strategy to reach goals – campaign automation.

The sales cycle for large manufacturing clients can take months from the time a new lead enters your system to when that company agrees to work with you. Marketing campaign automation ensures that all leads are continuously nurtured and delivered targeted marketing content until they are ready to transition to an opportunity for your sales department. Campaign automation not only provides your leads with ongoing messaging but typically speeds up the time that leads are in the pipeline before converting.

Marketing campaign automation for manufacturers can be achieved through a Customer Relationship Management system like Dynamics 365 that collects data through integrated lead forms. Once a lead enters the system, lead fields are auto-populated, which triggers a number of different pre-planned actions based on that data.

For example, if you have a basic lead form that collects name, contact information, company name, and industry, you can set triggers within Dynamics 365 that automatically place that lead on appropriate marketing lists for emails and ongoing campaign touchpoints. Based on the data entered and the flow you have enabled, you can direct different actions that have been previously determined.

Once in the automation flow, the actions your leads take can trigger them to receive appropriate messaging or leave the campaign automation. In this simple example, you’ll see how a lead path can stem off or vary, depending on which actions the leader takes.

Example of a lead automation flow in marketing for manufacturers
With Dynamics 365, a marketing nurture campaign can be customized to include any number of steps, triggers, time delays, and actions that you need. You can also track all email opens, interactions, web page views, event registrations, and more within Dynamics 365, giving your marketing and sales departments a complete picture of the interest level of each lead.
By strategically placing your leads into a nurture campaign, you’re able to continue touchpoints with those contacts with information specific to their needs based on the data you have. The more granular the data, the more specific your marketing message can be.

Continue to follow the Stoneridge Software blog to learn more about how manufacturing companies can benefit from Dynamics 365.

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