Lead management in the manufacturing industry comes with its own unique challenges. If you’re a marketing or sales executive in this space, you understand how difficult it is to ensure your dealers are following-up with the leads you provide and nurturing them to a sale. Unfortunately, statistics show that 44% of salespeople give up on a prospect after the first follow-up, while 80% of new sales require at least five follow-up calls before making a decision. These common lead management/follow-up issues can be solved through education and sales training programs, but it’s not the only tactic you should rely on. If you implement these simple lead management strategies at the brand level, you will start to see immediate improvement in your sales process.
By now, you have probably read countless articles about the importance of content marketing and the role it should play in your marketing strategy. And if you’re like a lot of brands, you may not have a formal content marketing strategy in place or know where to start. In fact, according to research from the Content Marketing Institute, only 30% of marketers think their organizations are effective at content marketing and only 18% had a formal document outlining their content marketing plan.
In today’s digital world, your customers are researching and making purchase decisions without stepping foot into a dealer’s location or talking to a salesperson. It’s projected that by 2020, 85% of customers will manage their entire relationship with a brand without talking to a human (Gartner Research). This shift in the customer journey should not only have you evaluating your content marketing strategy, but it also calls for an evaluation of your most valuable salesperson – your website.
Really, the key to any successful relationship in life is trust. In business, trust is what guides the decision making process and is ultimately what builds the foundation of a positive working relationship. From a manufacturer’s perspective, building trust with your dealer network should be an important initiative for your brand, as it’s the key to a solid sales partnership that benefits both parties.
If you are a marketer responsible for driving sales through a national dealer network, you know how difficult it is to keep your prospects engaged in the pre-purchase phase of the customer lifecycle. That’s why email marketing and lead nurturing plays such a crucial role in whether or not your prospects will actually buy your product at the end of the day. But in order to implement an effective email marketing and lead nurturing strategy that converts sales, you can’t fly by the seat of your pants.
With 2015 behind us, it’s time to ramp-up your brand’s digital marketing efforts. If you haven’t already started this process, there’s no need to worry, but now is a good time to start defining your strategy. Whether you’re planning a sales event or a year-long campaign strategy, we’ve put together a few key points that every OEM marketing department should consider when developing a digital marketing plan.