Industrial automation has benefited manufacturing in many ways, including decreased waste, shorter production times, a higher degree of customization possible at lower costs, and, of course, an increase in efficiency. What if we told you that your business can see many of the same benefits by leveraging marketing automation for manufacturing? If this innovative approach isn’t already part of your B2B marketing strategy, it should be.
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In some ways, B2B marketing automation can seem like old methods in new clothes. There’s something to that, since marketers have always relied on market research, customer avatars, feedback, reviews, and the like. You could be forgiven for wondering whether marketing automation for manufacturing is simply more of the same.
The answer, in short, is no.
Here’s why: marketers have never really suffered a shortage of information. Now, with the internet, the rise of social media (and social media marketing), and general overshare on the part of individuals and businesses alike, we’re practically drowning in data. What marketing automation does, in effect, is throw us a lifeline. It ensures that we are A) separating the signal from the noise in existing data, and B) seeing where the existing data is insufficient, enabling us to find and leverage better data. This, in turn, brings some new benefits.
Automation brings several benefits to your marketing mix. Because it’s intensely data driven, what used to be a matter of guesswork or trial and error can now be based upon and cross-checked with different businesses and marketing key performance indicators (KPI).
Just as automation has its downsides for manufacturing, it can negatively impact your B2B marketing if it’s implemented carelessly.
If this sounds futuristic, you’re not far off the mark. However, Forbes asserts—and we agree—that in many ways, the future is already here; the forces that will shape marketing for industry and manufacturing are already changing the landscape, and the future will be more a matter of refining these trends.
While Forbes identifies ten key future marketing trends, these can be distilled to something even shorter and sharper. Thanks to automation, marketing is becoming:
Like automating your manufacturing or your supply chain, marketing automation can be done in, and by, degrees. You may not want to automate everything or do it all at once. With an understanding of your current processes, their shortcomings, and the message you’re communicating to prospects and your current client base alike, it’s much easier to chart a path forward. Cain & Company has helped clients throughout the Midwest meet these goals for decades. Call us today to see how we can help you.