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Survive and thrive in a sea of industrial marketing data | Manufacturing Marketing

Survive and thrive in a sea of industrial marketing data

sea of data industrial marketing

Marketing automation is the wave of the future for successful industrial marketing strategies.

Industrial manufacturers are swimming in an ever-expanding sea of data. You now have the ability to collect more data than ever before on prospects and clients – data collected from websites, blogs, social media, email newsletters and more.

How can you effectively manage and leverage all of this information? 

Marketing automation may be the answer. Marketing automation leverages your customer database (CRM) by managing and tracking interactions with, and responses to, each of your marketing efforts. From your website and mobile site to email newsletters and social media, every interaction an individual has with any of your marketing efforts will feed into a central “hub”. Timely, targeted responses can then be delivered for each interaction based on that individual’s specific interest.

Time-consuming days of piecing together data in a spreadsheet, and manual follow-through are going away. Marketing automation will seamlessly manage each of your marketing campaigns, capture your prospects’ behavior, provide personalized lead-nurturing responses as well as measure the ROI of your marketing efforts. Results are displayed on an easy to understand dashboard showing overall and specific results for all efforts.

ROI becomes much easier to calculate as you are able to track specific interactions and their result. It is also possible to move backwards from a sale to the original “touch” which began the process. Marketing and sales will work more closely as the process becomes transparent from start to finish.

An effective automation system requires effort. You still need creative, compelling content to attract visitors and encourage additional interaction. Responses to anticipated interactions must be planned and programmed. Each action taken by a prospective customer is assigned a score and a threshold is established to determine when Sales should become directly involved. The payoffs can be great and smart industrial manufacturing business owners are taking note. According to Sirius Decisions, use of marketing automation is expected to increase 50% by the end of 2015.

Automation is the wave of the future for industrial marketing. Expect to hear a lot more about it in the coming months.

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