Cracked: Lead Generation Strategies for Manufacturing Industry

2. Table of Contents Introduction 01 Lead generation challenges for Manufacturing Industry 01 I. Lack of accurate knowledge about customer 01 II. Poor lead qualification processes 02 III. Lack of sales and marketing alignment 02 Lead generation strategies for Manufacturing Industry 03 I. Data fuels the business needs 03 1. Data Hygiene 03 2. Predictive analysis 03 3. Departmental alignment 04 II. Content that connects the best-fits 04 1. Content for the skim readers 04 2. Call to Actions 05 3. Visuals 06 4. Videos 06 III. Website design that delivers an exceptional user experience 07 IV. Search engine optimization (SEO) 07 1. Use the right keywords 07 2. Create the right content 08 3. Customer-centric approach 08 V. Best ways to do email marketing 07 1. Know the best-fits 08 2. Subject line 09 3. Interactive content 09 4. Manage subscribers 09 5. Test 10 VI Permission-based marketing 10 1. Facebook 11 2. Opt-in email subscriptions 11 3. Video-sharing sites 11 VII Conclusion 11 VIII About Blue Mail Media 12 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

3. Cracked: Lead generation strategies for Manufacturing Industry | P01 Introduction The era of technologies we breathe in is bringing massive changes in every sector. Being on the edge of a generation that is led by digitalization, even the professionals from Manufacturing Industry have also started adapting digitalized techniques for their lead generation strategies. They do, now, not only understand but also have begun believing that competition in manufacturing industry has gone to extreme heights. And thus, not actively participating in online marketing is something they can't afford. Introduction Lead generation challenges for Manufacturing Industry I. Lack of accurate knowledge about customer II. Poor lead qualification processes III. Lack of sales and marketing alignment Lead generation strategies for Manufacturing Industry I. Data fuels the business needs Lead generation challenges for Manufacturing Industry 1. Data Hygiene 2. Predictive analysis 3. Departmental alignment I. Lack of accurate knowledge about customer II. Content that connects the best-fits 1. Content for the skim readers 2. Call to Actions 3. Visuals For lead generation, the biggest challenge that many marketers from manufacturing face is the lack of proper and sufficient knowledge of their client. Client here refers to the contact, not just the company. Many manufacturers comprehend that knowing only the company does not open the door to lead generating. Instead, they should know and learn more about the contact that is capable of making decisions. This contact can also be called the buyer persona. 4. Videos industry III. Website design that delivers an exceptional user experience IV. Search engine optimization (SEO) 1. Use the right keywords 2. Create the right content 3. Customer-centric approach fail to V. Best ways to do email marketing 1. Know the best-fits 2. Subject line 3. Interactive content 4. Manage subscribers buying 5. Test VI Permission-based marketing 1. Facebook 2. Opt-in email subscriptions 3. Video-sharing sites ( Source: McKinsey Global Institute ) VII Conclusion VIII About Blue Mail Media 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

4. Cracked: Lead generation strategies for Manufacturing Industry | P02 II. Poor lead qualification processes Understanding the fine line between qualified and unqualified leads becomes an enigma for many marketers. Many marketers go heads over heels when connected by a client that seems very impressed and satisfied with your offerings. But many other factors need to be considered throughout the lead qualification process. However, many manufacturing marketers miss to see that: Does the client even have the sufficient budget? Does the client know about your offerings? Is the client the decision-maker in the company? III. Lack of sales and marketing alignment A gap in the goals, needs, and challenges of the sales and marketing teams is also one of the obstacles that many organizations face while generating leads. Both the teams need to have a departmental alignment for a successful and efficient lead generation strategy. 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

5. Cracked: Lead generation strategies for Manufacturing Industry | P03 Lead generation strategies for Manufacturing Industry 1. Data fuels the business needs i. Data hygiene Good data is the not only a significant requirement of organizations but also the basis of quality lead generation. However, investing in data that is good is imperative for the manufacturing industries. One of the problems that many manufacturing industrialists face is the unbalanced ratio of demand and productivity. And in such a case, targeted marketing becomes requisite for them which cannot be possible without data that is updated, accurate, and analytical. " B2B marketing database degrades at the rate of15%per month. " Thus, marketers should work more towards investing in quality data. ii. Predictive analysis " 89% of marketers have predictive analytics on their roadmaps. " ( Source : Forbes ) 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

6. Cracked: Lead generation strategies for Manufacturing Industry | P04 Predictive analytics is using and analyzing marketing data to create a predictive model that tells which prospects are most significant to target and which actions have the high probability to target and turn those prospects into clients. Predictive models help business to business organizations to identify and leverage opportunities in their clients' data. Harnessing the power of data in predictive marketing can prove beneficial for the marketers from the manufacturing industries – be it related to automotive, technology, food and beverage, aerospace, etc. iii. Departmental alignment The gap of understanding between sales and marketing teams affect the lead generation process directly. Using the predictive analysis model, marketers should focus on working on aligning relationships between these teams of your organization. 2. Content that connects the best-fits i. Content for the skim readers " 43% of readers, don't read, skim your blog posts." ( Source : HubSpot ) The clients of manufacturing marketers are professionals from industries like aerospace, automotive, and more. More than often these clients run short on time and thus are more likely to skim the content. Creating content that provides relevant information and that is based on the requirements of such skim readers can help the manufacturing marketers in taking potential clients down to the sales funnel successfully. 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

7. Cracked: Lead generation strategies for Manufacturing Industry | P05 d 2014 B2B Manufacturing Content Marketing Trends-North America: Content Marketing Institute/MarketingProfs ( Source: Content Marketing Institute ) ii. Calls to Action Lead generation begins with enticing the right prospect at the right time. CTAs can help the marketers do it better. Compelling yet genuine calls-to-action appeal to the readers and take them to the ‘click' button. However, the CTAs like: “Ask an Engineer” or “Download a Catalogue” in exchange for the prospect's contact information can give the manufacturers a golden opportunity to connect with more qualified leads. 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

8. Cracked: Lead generation strategies for Manufacturing Industry | P06 iii. Visuals 90% of information that comes to the brain is visual. Manufacturers can apply this practice when addressing their existing or potential clients. For example, if the client is from the automotive industry, the manufacturing company can infographic to interact. It can also ask relevant questions regarding the needs, challenges, and goals of the client interactively through that infographic. This way, the manufacturer will not have to ask the client so many questions (which otherwise annoys many customers). And also will get a clear idea of what the client needs. create an interactive iv. Videos Video marketing is one of the biggest trends of the era. Manufacturers, too, can leverage the best out of it. The customers of manufacturing industry are typical in their buying journey. The only way to satisfy them is to prove them that what they need is exactly what you offer. Videos can be great for doing it. Manufacturers can use videos to explain their services, to give a demo of the products, or to provide informative content to the buyers. Explainer videos Product-demo videos Video testimonials Webinars 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

9. Cracked: Lead generation strategies for Manufacturing Industry | P07 3. Website design that delivers an excellent user experience Many manufacturers around the world are now adopting online marketing strategies like never before. To excel in online marketing, the need to understand the importance of a website that delivers great user experience is the must. Manufacturers should focus on the designs that grab the attention of the visitor. Appealing images, clear CTA, proper fonts, brilliant marketing content, success stories of clients, and stories of invention are some ideas that manufacturers can implement on their websites. To explain further, if a company manufactures products for the aviation industry, it can create content that can help the aviation industry marketers take some decisions. This content can be in the form of blogs, whitepapers, E-books, or videos. Such practices never fail to steal the attention of the buyers. 4. Search engine optimization (SEO) i. Use the right keywords Regardless of how better services and solutions a company provides, if it is not using the right keywords, it cannot target the right prospects. Manufacturers should use the right research tools to find the use the right keywords. Some examples of such tools are: Google Keyword Planner Google Trends SEMRush Moz 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

10. Cracked: Lead generation strategies for Manufacturing Industry | P08 ii. Create the right content Creating the right content is equally important as choosing the right keywords. However, only content creation doesn’t suffice the purpose when it comes to lead generation. Marketers need to use content in a way that it entices the readers well. Manufacturers should pay utmost attention not only on creating the right content but also on putting the right content in front of the right audience at the right time. iii. Customer-centric approach To let the SEO strategy turn visitors into clients, marketers need to move forward with a customer-centric approach. Treat the customers as the focal point of your business. For this, knowing what a customer wants comes as the first step. Marketers can do this by researching about the pain-points, needs, work-environment, and customer’s in-app or on-site behavior. The better knowledge they have about their prospects, the better are the chances of turning those prospects into long-termed clients. 5. Best ways to do email marketing i. Know the best-fits Knowing the best-fits refers to identifying the contact that holds the power of making buying decisions. Marketers should do it before they start their email marketing campaigns. The success of email marketing campaign relies on the fact that how targeted the campaign is. And to make it targeted, it's necessary to build a list of the most potential prospects – the decision makers of the company 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

11. Cracked: Lead generation strategies for Manufacturing Industry | P09 ii. Subject line An irrelevant or a boring subject line can lead the email to the spam folders of the receivers. Manufacturers can apply these practices while soliciting an email: Never include names of people in the subject line • It should be short, unique but genuine • days and time are the best fits for their subscribers Before sending the email, marketers should learn which • Don’t consider the inactive subscribers or users as dead leads Personalized email messages based on their previous customer-behavior can be a great way to turn them into active leads. iii. Interactive content Emails don’t have to be stuffed with plain text always. Interactive content acts as a psychological factor that creates curiosity in the viewers. Marketers can add interactive content like images, GIFs, or screenshots to win the attention of the buyers. iv. Manage subscribers Customers respond more to the offers that are similar to their shopping history. Thus, manufacturers should create emails with a personalized touch. Also, giving the subscribers an option to unsubscribe is a smart way of telling them that you respect their opinions. It will create a sense of trust in them which is of utmost importance when it comes to taking a prospect down through the various stages of the sales process. 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

12. Cracked: Lead generation strategies for Manufacturing Industry | P10 iv. Test Proof-reading is the must before hitting the send button. Language mistakes, typo errors, and wrong addresses can annoy the receivers. Second, Many people read emails on their mobile phones. Thus, emails should be optimized well for mobiles. Third, emails should be sent keeping in mind the time the intended audience is more likely to read the emails. Also, marketers need to test their emails before sending them. Testing emails on various platforms give them a better understanding of the required stages of an email marketing campaign. 6. Permission-based marketing What is Permission-based marketing? It is a form of advertising where relevant promotional messages are delivered to people only when their consent is given in advance. Permission-based marketing gives customers the power to indulge in or to ignore the marketing messages. Giving this power to the potential customers gives them a feeling that their choices are honored by the marketers. Using this practice, manufacturers can earn the trust of their customers which will eventually help them in getting better response rate from the potential clients.. “Permission marketing turns strangers into friends and friends into loyal customers. It's not just about entertainment - it's about education. Permission marketing is curriculum marketing.” -Seth Godin 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

13. Cracked: Lead generation strategies for Manufacturing Industry | P11 i. Facebook Facebook can be used to take interact with the potential or existing clients. Manufacturers can send friend requests to the significant prospects. These friend requests will work as permission requests. ii. Opt-in email subscriptions One best way marketers can seek permission from their prospects to send promotional messages is opt-in email subscription. They can ask the potential or existing buyers to register or subscribe to receive the emails from them. These emails can be regarding the updates about a product or promotional messages. Subscribe iii. Video-sharing sites One best way marketers can seek permission from their prospects to send promotional messages is opt-in email subscription. They can ask the potential or existing buyers to register or subscribe to receive the emails from them. These emails can be regarding the updates about a product or promotional messages. Conclusion Today, marketers from the manufacturing industry have started believing that relying on offline or a few online marketing practices won’t suffice their purpose of lead generation. To sustain and succeed in the era of extreme competition, leads lies in applying the methods that are most suitable for the brand. But how the marketers apply those methods is what comes at the core of lead generation success. 300 E Royal Ln #127, Irving, Texas 75039 1- 888 - 494 - 0588 | sales@bluemailmedia.com | www.bluemailmedia.com

14. Cracked: Lead generation strategies for Manufacturing Industry | P12 About Blue Mail Media Blue Mail Media provides customized B2B email and mailing lists configured as per industry, geographic regions, demographics, size of the prospective market and so on. With a motive to support your sales and marketing teams in the lead generation process, Blue Mail Media maintains a rich directory of decision makers across all industries and provides marketers with complete access to information to reach out to their prospects via emails, physical mails or telephone. For more information 1 - 888 - 494 - 0588 sales@bluemailmedia.com www.bluemailmedia.com 300 E Royal Ln # 127, Irving, Texas 75039 /Blue.Mail.Media/ /Blue.Mail.Media/ /+BluemailmediaInc /company/blue-mail-media