It’s easy to make the argument that manufacturing knows the importance of automation better than just about any other industry. After all, this is an industry that has evolved from labor-heavy factories to ultra-efficient operations that utilize the most cutting-edge machines and technology.
It goes to figure, then, that manufacturers would be keen on automating as many of their marketing processes as possible. In many ways, it’s common sense. Marketing efforts that rely on spreadsheets to monitor leads and staffers sending out emails and reminders are both impossible to scale and comparatively ineffective. Plus, marketing technology has been advancing at such a rapid pace that a time-intensive and inefficient approach to marketing is completely unnecessary. Indeed, a sophisticated CRM for manufacturers can make it possible to embrace the many benefits of marketing automation.
But what does that actually mean to a manufacturer on a day-to-day basis? A lot actually. That’s because marketing automation can touch and improve everything from email marketing to website monitoring and management, lead filtering, digital advertising and social media marketing.
What marketing automation looks like in practice
Marketing automation allows manufacturers to monitor exactly how leads are engaging with their company. Tracking this activity automatically can provide insights that can be used to engage effectively with prospects. For instance, a contact that opens and interacts with most of your emails is fundamentally different from someone who only opens an occasional message from you.
Depending on the workflows you want to set up, it’s possible to have alerts sent to your sales team when a prospect takes a particular action that warrants a personal follow-up. It’s also possible to use marketing automation to generate automatic and personalized emails that invite prospects to engage more directly with your company.
Just as marketing automation tools can provide a tip for sales teams to personally follow up on promising leads, they can also be used to make sure that manufacturers are taking good care of their best customers. One way marketing automation makes that possible is by generating automatic reminders for sales when an important customer has been silent for a defined set of time. This should lead to a follow-up contact—again, either automatic or personal—to check in on the customer and make sure you aren’t missing any new opportunities.
The list of possibilities of what can be done with marketing automation is long and growing by the day.
Ultimately, though, the reason why all manufacturers should embrace marketing automation tools is similar to the rationale for automating your factory: it makes you and your staff more productive. When employees aren’t spending their time doing all the manual and mundane tasks that can be part of marketing, they can devote their time and efforts to more valuable activities like making phone calls to check in with good customers or exploring trends that prospects will want to know about.
In other words, marketing automation gives you the freedom and flexibility to spend your time growing your business.
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