This is another big win for marketing automation. Using it to segment your emails is one of the most powerful tools of modern marketing. Segmenting your email list by products, buyer types, sales cycle stages, or previous online activity (web page visits, email clicks, etc.) allows you to deliver the most relevant messages to your audiences. When prospects come to expect solid, consistently meaningful messaging from a manufacturer, they begin to trust the sender, and that can lead to a sale. Personalized emails also translate into higher open rates and click-through rates, which are directly related to higher attributable revenue for your marketing programs. 

3. Capture & Convert Leads with Customized Landing Pages

Customized landing pages help marketers in the manufacturing industry reach and engage more customers with a lot less effort. Using marketing automation to create landing pages to streamline your inbound and outbound marketing efforts is a huge win that requires less work on your part. In order to reach the highest percentages of your target audience, make sure that your landing pages are fully mobile responsive in order to ensure a positive experience across all devices – desktop, tablet, and mobile. Lots of people start and action on one device and finish it on another, so you need consistency across these channels.

When you send an email with a single focus or offer, make sure you have a landing page tailored to give your prospect a way to take the next step. Once your prospects land on your customized landing page and see more juicy details, give them the option to convert by filling out a form using ready-made form templates within your marketing automation system. Capturing these leads will help you to generate interest in your products, give you more data you can use to tailor more relevant offers or information, and will give you the capability to nurture these leads until they’re ready to purchase.

All in all, we know that marketers in the manufacturing industry are sweating for a lot of reasons – reaching your prospects reliably shouldn’t be one of them. Marketing automation provides an all-in-one way for marketers to easily attract, capture, and engage their prospects and customers. Leave the heavy lifting to those building your product – use marketing automation to generate your decision-making data, build brand awareness, convert more leads, and ultimately increase company revenue – and get the credit for it.