Inbound Marketing for Manufacturers

Closing Industrial Sales—Better and Faster

With today’s technology in B2B marketing and sales, we can now close the loop between marketing and sales. There is no excuse for marketing and sales to work in silos. The end game for any company is business growth through increased sales. Management wants to close sales better and faster—and know what the ROI is on marketing efforts. This is increasingly important for manufacturing and industrial companies. See our article on What Industrial Companies Don’t Get About B2B Marketing

This sales process operates best with the use of a content relationship management (CRM) platform. The right CRM empowers sales people to properly manage the sales process with a plethora of contact intelligence and a means to track the entire sales progress—beginning with the marketing initiatives. Manufacturer sales reps and company sales teams live for quality leads, so it’s important that industrial b2b marketing efforts feed the CRM.

The Buyer’s Journey – How Engineers and Purchasing Agents Buy

Today, the buyer’s journey begins with crowded (and sometimes confusing) clicks through search engines—Google still the most prominent—in locating products and services, considering product and service options, and making decisions on purchases. The inbound marketing methodology is built on intercepting the buyer’s journey with relevant, quality information that helps the buyer find a solution on the seller’s website. The seller must then nurture that buyer down the sales funnel, so that the buyer becomes a qualified lead for the seller.

Selling Better through Inbound Marketing

CRMs have been around for years. They were pretty much stand-alone databases that helped sales keep track of leads, but they were pre-internet, and were not connected to marketing. Now, CRMs can directly integrate with marketing initiatives, especially inbound marketing methodologies.

By the time the buyer visits the seller’s website, reads helpful information on the seller’s blog, and downloads a piece of valuable data that helps the buyer make a decision about the seller, the salesperson has marketing data intelligence that will integrate with the CRM to give the salesperson important information—not only on this specific buyer, but also on the company the buyer works for. The salesperson can move the marketing lead through the sales funnel and life cycle changes from lead to marketing qualified lead, to sales qualified lead, to opportunity, and finally, to new customer.


Sales Outreach Made Easier

When a sales rep receives an inbound lead or decides to target a specific company or decision maker, they don’t have to go into the initial outreach blind. Today, there’s a deep mine of buyer information at the sales rep’s fingertips. Before picking up the phone or writing a cold email, reps can research their buyers on:

  • Search engines
  • LinkedIn
  • Facebook
  • Twitter
  • Blogs
  • Company website
  • Industry-specific sites

As well, integrated CRMs are designed to gather all the inbound marketing strategy data related to blogs, social media, content offers, and email marketing, readily accessible to the salesperson. A CRM that integrates with your marketing automation system gives sales reps a comprehensive picture of the prospect’s recent interactions with your company.

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With marketing automation and a CRM, the sales rep can nurture the prospect along through automated emails until the prospect becomes a customer, or is deferred to a later time when his buying need is greater.

HubSpot CRM

While there are many excellent CRM software programs, the HubSpot CRM is outstanding—and it is FREE! The HubSpot CRM automatically saves and logs voicemails and emails, as well as any buyer interactions that have taken place in the interim. With the right context at hand, salespeople can tailor their follow-ups based on what the buyer’s done and what’s already been said.

The screenshot below shows how sales stages are visually defined in the HubSpot CRM, and how deals are moved between them.

Are you ready to sell better and faster with the help of a modern CRM platform? The Beginner’s Guide to CRM sheds light on why 75% of sales manager say that using a CRM helps drive and increase sales; as well, a CRM improves customer retention by 27%. Download it now to learn about the 4 benefits and 9 must-have features of a CRM.

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