Historically, marketing has not been a priority for manufacturers. But this has started to change.<\/p>\n\n\n\n
What we will cover:<\/p>\n\n\n\n
Manufacturing customers and buyers are more connected than ever \u2014 demanding new, engaging ways to interact. To remain competitive, manufacturers must adjust how they market.<\/p>\n\n\n\n
Customers\u2019 and buyers\u2019 expectations are evolving. Marketing is crucial for manufacturers to communicate that they are keeping up with change.<\/p>\n\n\n\n
There is a wide range of benefits of marketing for manufacturers, including:<\/p>\n\n\n\n
Marketing aims to increase the customer base and, therefore, revenue in any industry \u2014 and manufacturing is no exception.<\/p>\n\n\n\n
Previously, customers have actively sought out manufacturers. But the landscape has changed. It\u2019s now up to manufacturers to reach out to potential customers to win more business. Marketing is a crucial part of this.<\/p>\n\n\n\n
For more information on how manufacturers can adopt a customer-centric mindset, visit our blog on high-value customer experiences in the moments that matter.<\/p>\n\n\n\n
As other manufacturing companies move towards digital marketing, embracing it becomes critical to keep up with competitors.<\/p>\n\n\n\n
The industry\u2019s customers are becoming digital-first and want manufacturers to show that they are too. Those who fail to market themselves may lose customers to competitors who better communicate their values.<\/p>\n\n\n\n
Marketing allows companies to advertise new products and even gauge demand in new markets or landscapes.<\/p>\n\n\n\n
With marketing analytics, manufacturers can understand whether opportunities are worth exploring further.<\/p>\n\n\n\n
Pardot tracks all campaigns in Salesforce, and manufacturers can use its real-time insights on return on investment (ROI) and engagement to identify which campaigns are the most effective and the tactics that work best in specific markets.<\/p>\n\n\n\n
The exact tactics B2B manufacturers and B2C businesses use will vary, but marketing remains equally important for both.<\/p>\n\n\n\n
The B2B space is becoming increasingly digital and manufacturers who deal directly with businesses will still need to embrace new marketing strategies to thrive.<\/p>\n\n\n\n
Most manufacturers will be familiar with traditional tactics, such as print advertising and trade shows. But to truly benefit from marketing, manufacturers need to adopt digital tactics.<\/p>\n\n\n\n
Some of the things manufacturers can do include:<\/p>\n\n\n\n
Invest in a new website \u2014 A user-friendly, clean website design with clear navigation that works well on all devices (including smartphones) will be beneficial for marketing to customers online.<\/p>\n\n\n\n
Manufacturers are constantly seeking ways to improve automation and utilise technology to maximise efficiency. But the potential for automation in marketing is often overlooked.<\/p>\n\n\n\n
Manufacturers should view marketing similarly to other business processes and seek to streamline.<\/p>\n\n\n\n
Some of the ways that marketing can be automated include:<\/p>\n\n\n\n
An integral aspect to successfully automating your marketing strategy is a customer relationship management (CRM) platform. Customer 360 is the #1 CRM platform. With Customer 360, you can unite sales, service, marketing, commerce, IT, and analytics for every phase of your customer\u2019s journey, from lead to loyalty. Having a single view of every customer will help your data-driven marketing hit the mark every time.<\/p>\n\n\n\n
One of the reasons industrial manufacturers may have shied away from marketing is the false belief that it is not as necessary in B2B spaces. But although how you approach your direct to consumer marketing will differ from how you reach out to other businesses, marketing remains relevant to the B2B space.<\/p>\n\n\n\n
So even if you exclusively operate as a B2B manufacturer, there are still changes that can \u2014 and should \u2014 be made.<\/p>\n\n\n\n
For example, digital journeys are just as important for businesses as direct consumers. Consumers are used to buying online, and those people expect to do the same when they go to work and purchase as a business. Enabling your corporate customers to perform B2B commerce online and access order, status, and tracking information will help you keep up with the competition.<\/p>\n\n\n\n
When it comes to industrial B2B marketing, remember that many businesses will want a digital experience from start to finish. You need to think beyond giving a phone number at a trade show. Marketing in digital spaces and encouraging online interactions are essential in an increasingly virtual world.<\/p>\n\n\n\n
How can manufacturers use technology and automation for marketing?<\/strong>\u00a0Manufacturers can use email personalisation, brand monitoring tools, and social media scheduling software. Above all, it\u2019s crucial to have a CRM platform in place \u2014 like Customer 360.<\/p>\n\n\n\n What are the benefits of marketing for manufacturing companies?\u00a0<\/strong>There is a wide range of benefits, including increased customer base and revenue, keeping up with (and getting ahead of) the competition, and breaking into new markets.<\/p>\n\n\n\n Why do manufacturers need to carry out marketing?<\/strong>\u00a0The industry is evolving, and manufacturing buyers and customers (both B2B and B2C) expect more. To survive in this competitive space, manufacturers need to use marketing to communicate what they offer.<\/p>\n\n\n\n How can manufacturers start with digital marketing?<\/strong>\u00a0There are various digital tactics manufacturers can use. These include a user-friendly website, communicating a solutions-orientated strategy, using visuals in more powerful ways, producing relevant content, and utilising internal experts and brand ambassadors.<\/p>\n\n\n\nFrequently Asked Questions<\/h2>\n\n\n