Marketing Automation Represents a Major Competitive Opportunity
Brass tacks: within the next five years, nearly all of your competitors will be using some form of marketing automation platform — and the ones who don’t won’t matter because there’s a good chance they won’t be around anymore. Presently, though, a solid portion of your competitors haven’t hopped on the automation train just yet. This obviously presents a golden opportunity for you to seize a serious chunk of market share by getting your messaging in front of the right audience at the right time to increase lead quantity and quality — and to pass those qualified leads to sales.
Further, once you’ve used your marketing automation platform to gather and nurture leads, pass them to sales, and lock them in as paying clients, your new marketing solution will help you retain these clients ad infinitum through well-developed, well-oiled customer retention campaigns. By now, you’ve collected the data and understand your clients’ needs, which, when coupled with your marketing automation platform’s outbound campaign functionality, allows you to continue to grow and expand those existing relationships over time.
Align and Consolidate Strategies and Tactics Through Marketing Automation
One of the main problems with using an email service provider (ESP) or, worse yet, no marketing software at all, to facilitate your manufacturing marketing efforts is the degree of difficulty involved in aligning and consolidating disparate marketing initiatives into one holistic, actionable, and trackable strategy. In these outdated marketing models, all marketing channels and team members (including content, demand generation, public relations, and social media marketing efforts — among others) are siloed with no viable, means of coordination and documented communication across channels. As a result, opportunities fall through the cracks, quality leads aren’t developed and/or passed to sales, and the data collected is skewed and difficult to understand (much less, leverage).
According to the Content Marketing Institute, one of the leading challenges manufacturing content marketers face is “overcoming traditional marketing and sales mindset.” But marketing automation combined with CRM allows marketers and sales teams to plan and connect through one easy-to-use platform to create campaigns that are synced for success and then follow-up with qualified leads through automated programs, social sharing, etc. And when everyone better understands the ideal buyer persona(s), it allows your team to segment campaigns that complement and support one another across various channels and at various points in the buyer’s journey.