Industrial Marketing: Advanced Automation in a CRM [Summary of Live Class]

While nearly every industrial marketing team has a CRM system, many of them have significant gaps in their strategy and execution of automation workflows.

Kyle Milan led a recent live class, where he shared a top to bottom game plan for building a full-circle industrial marketing automation system that generates more leads and sales for your company. This industrial marketing system is designed to seamlessly capitalize on your existing traffic, instantly generating new opportunities for your business.

Here, you can read a summary of that live video training.

But this is must-see-video for manufacturers and industrial marketing teams.

Watch the full video here

Kyle starts at the top and works all the way down the sales funnel process of digital marketing for manufacturers, revealing money-making secrets as he goes. Read the edited transcript below and watch the complete video by clicking the link.

Industrial Marketing: The First Step – Choosing a CRM

Kyle begins by emphasizing the critical importance of choosing the right CRM system for industrial marketing automation. Whether it’s HubSpot, Salesforce, Marketo, or others, the key lies in selecting a system that aligns with the unique needs of your business. Kyle shares his experiences with different systems, highlighting the strengths and weaknesses of each.

For instance, Kyle points out that Marketo is one of the most expensive solutions on the market and he doesn’t think it’s one of the better CRM solutions for industrial marketing teams. He also recommends Salesforce as an enterprise solution for teams that have 100 or more sales personnel. Microsoft Dynamics 365 and Zoho were not recommended highly for industrial marketing automation. Kyle prefers Hubspot as an all-in-one industrial marketing automation CRM solution.

Industrial Marketing: Outreach Strategies

Moving on to the next step, Kyle introduces the concept of outreach in industrial marketing automation. He breaks down the process into various buckets, emphasizing the need for a well thought out plan to engage cold and warm leads effectively. He dug deep into the importance of tailoring automation campaigns, considering the frequency of the campaigns, and the significance of differentiating industrial marketing outreach strategies for various audiences.

He posed some questions that industrial marketing teams should consider when developing an outreach strategy, that include:

  • How are you going to get people into your CRM system?
  • What are you going to do with new leads that come into your system?
  • What should the automated email campaigns look like?
  • What frequency of emails should you use (i.e. one email every other week, once a month, etc.)?

A way to design your email automation campaigns is after your ideal phone outreach schedule. In other words, if your most successful industrial salespeople have been successful with following up, say, once a month, your industrial marketing team can follow this same frequency when constructing email automation campaigns.

Industrial marketing teams must also plan out two different automation tracks for cold leads and warm leads. Once a person downloads a white paper, attends a webinar, watches a video, or takes some other action like this, they go from being “cold” to “warm”. If they attend an hour-long live show with you then they’re probably a “hot” lead that should be called within the next couple of days following this interaction.

If you plan to attend an industry trade show or conference of some sort, your industrial marketing team should design email automations for this too. As a rule of thumb, a 3 part email following campaign that invites trade show prospects to schedule a call with you is a good idea.

Industrial Marketing: Automation and Tracking

Next up, Kyle transitions into the realm of automation and tracking for industrial marketing teams. It’s important to measure the engagement of your email automation campaigns and track performance. When you see low performing email subject lines, a low clickthrough rate, or other low performing data points, your industrial marketing team can make tweaks to better position your automation assets for success.

In the framework of Kyle’s preferred tool, he discusses the intricacies of systems like HubSpot, where tracking clicks, visits, and form submissions are crucial. Automation plays a pivotal role in ensuring that every interaction triggers a predefined response, ensuring a seamless and efficient workflow.

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Industrial Marketing: Integrations for Efficiency

The discussion moves the next key area industrial marketing teams should consider, which is integrations. Kyle underscores the importance of exploring integrations that enhance efficiency, streamline notifications, and facilitate seamless communication within the organization. Whether it’s integration with chat systems or ERPs, understanding how these integrations can complement your industrial marketing efforts is vital.

Zapier is the top integration tool used today for connecting software that do not integrate with one another otherwise. LinkedIn is a tool that’s great for b2b lead generation for industrial marketing teams, but they don’t offer great integration solutions.

Industrial Marketing: Filling the Funnel and Long-term Nurture

With a visual representation of the sales funnel, Kyle explains the significance of consistently filling the top of the funnel with new contacts. He stresses the need for a robust strategy, utilizing platforms like ZoomInfo and LinkedIn. Additionally, he introduces the concept of long-term nurture campaigns, ensuring that leads, even if not immediately converted, are not lost but nurtured for future opportunities.

Long-term nurture campaigns are especially important for industrial marketing teams and other b2b companies that offer solutions that have longer sales cycles.

Industrial Marketing: Handling Unqualified Leads

Lastly, Kyle provides insights into handling unqualified leads. He emphasizes the importance of labeling and categorizing leads appropriately to avoid redundant marketing efforts. Kyle concludes the discussion by underlining the need for a comprehensive industrial marketing strategy that encompasses CRM selection, strategic outreach, effective automation, and continuous optimization based on tracking insights.

In summary, this discussion serves as a valuable guide for manufacturers and industrial marketing teams looking to optimize their processes through advanced CRM automation. Industrial marketing teams can save a significant amount of otherwise lost leads and sales by implementing a robust automation game plan for cold and warm leads.

Don’t stop your learning here. Watch the full video to gain a deeper understanding of these industrial marketing strategies and unlock the potential for growth in your business.

Enroll into Industrial Sales University to Build Your Industrial Marketing Machine Today