New way to Market for Manufacturing
Written By: Bruce McDuffee-Founder and Executive Director of Manufacturing Marketing Institute (MMI)
Chapter 20 Overview
‘New Way” Tools and Technology
At this point, you have chosen your best chance tactic for your pilot program, created the content, and you are ready to execute. Your goal is to engage with your target audience in a meaningful way by helping them be better, thereby creating TOMA, credibility and reciprocity. When the day comes around and the people in your target audience (who have benefited from your helpful content) are ready to buy the type of product you manufacture, you are very likely to get the business over your laggard competitor who is still pitching product features and benefits.
As discussed in Chapter 12, there are some essential tools you will need in order to execute the pilot program and measure and report in the results.
Database: If you have not already installed a customer relationship management (CRM) tool, now is the time to get that tool in place. If the state of your contact database is such that customers are in one system, marketing prospects are in spreadsheet files, and the sales team keeps their prospective customers in a secret spreadsheet only accessible to them, you have a big problem. If you are not able to aggregate all customer, prospective customer, and marketing contacts into one database such as a CRM, you will have a very, very difficult time demonstrating success with your pilot program.
Distribution: At the risk of stating the obvious, you will need a tool that allows you to communicate digitally with the people in your target audience about your content. The people in your target audience cannot realize the value if your education content or engage with it and your manufacturing firm’s brand unless they are informed. If you choose the webinar as your content choice, you will need a webinar platform or a marketing automation platform. Most webinar platforms include all tools you need webinar distribution. In this case, I mean distribution as in the entire stream of interactions from the email invitation to the final post-webinar measurement.
Measurement: As mentioned, some of the distribution tools will have built-in measurement tools. Marketing automation and most CRMs include robust measurement tools. As you laugh your pilot program, measurement of the key performance indicators will be critical to prove the effectiveness of the new way strategy. Whatever tools you choose, you must be able to offer comprehensive measurement of the results so you can discuss and present the numbers, as mentioned above and in Chapter 19, for the best chance tactics.