It is a no-brainer that marketing automation software can provide benefits to a range of businesses across industries. Following are six of the obvious B2B industries that offer a clear opportunity to get better ROI out of air separation plant for marketing automation.
The industries that can hugely benefit from digital marketing software are: Non-for-profits, Financial services, Manufacturing, Business services, Recruitment, and Communications.
Let’s dive in to know more:
For not-for-profit organizations, optimizing time, spend, and effort is pinnacle; especially when grants and donations are major drivers of marketing investment.
A software for marketing automation can aid in driving key business initiatives like volunteer recruitment, fundraising, and event marketing.
Across these objectives, marketers cannot only put more efficient marketing, but they can report seamlessly on it too.
Here are two use cases:
Triggered donation requests For Air Separation Plant
Many not-for-profit organizations send pre-scheduled fundraising emails as component of pre-planned campaigns. While this might prove to be effective, it falls short of reacting to the behavior of existing or new donors who might be considering donating at other times.
Marketing automation software must be integrated with a website. Because when a potential donor visits the website, this will shoot an email, based upon the content they saw, prompting them to donate in their purpose of interest.
Unleash volunteers within your database
Discovering and retaining volunteers is a tough task, and this is where marketing automation comes into play. Using features such as scoring and grading, these organizations can uncover potential volunteers who already have high engagement with content or who already donate.
Unleash top fans of your NFP and automate a volunteer invitation.
2. Manufacturing And Air Separation Plant
B2B manufacturers go through a unique sales cycle that sometimes involve selling via resellers and distributors. For example, an air separation plant supplier will always find a distributor to expand its business.
The industrial sector is known for using offline channels, such as fairs, exhibitions, and trade shows. Many a time, you will see cryogenic air separation manufacturers will attend fairs for their business growth.
However, due to this, you may get misled by thinking “marketing automation is less relevant”.
Marketing automation, in reality, is a perfect solution for manufacturers, as it enables them to create a marketing strategy focused on accounts for ‘ideal’ resellers or distributors, target existing partners for upselling, automate the transmission of a brand’s unique selling propositions (USPs) and core items, and report offline performances by integrating with online activity.
Suppose a manufacturing company has a sales person who travels across the country to attend trade shows. While at these trade shows, they converse with prospects while simultaneously scanning their business cards into their central marketing automation system.
With a nurture process already in place, the prospect is immediately enrolled in a series of follow-up communications.
3. Financial services
We are living in a digital era where the best way to stand out among competitors is to do relevant and highly personalized marketing.
It’s all about winning the loyalty and trust of your target audience. However, in the world of financial services, inefficient processes, confusing systems, and internally stretched teams can prevent you from snatching the desired loyalty. This is point where marketing automation software can save you.
With a robust marketing strategy alongside an effective system to automate this, FinServ organizations can ensure the best targeted communications, segmentation, and personalized service. Also, they can measure it in the way you want and attribute marketing efforts directly to ROI.
For the businesses that cater to both investors and borrowers, as an example, sending an apt communication signals at the right time to construct and maintain relationships is the difference between losing and winning a major deal.
Marketing automation can aid to reduce the manual aspects of this. It ensures that you only send tailored content that resonates with decision makers at the critical time when the potential is looking for such information.
Juggling clients and candidates with chasing targets at the all the time is not easy. Many recruiters use an Applicant Tracking System (ATS) for their process management. However, marketing automation software can be perfectly integrated with an ATS, to simplify things.
It can help to, discover recruitment opportunities without hours spent scouring job boards, bring out nurture communications and follow ups on the basis of employer engagement, write and send timely emails to employers and candidates, and know candidates better. Know what they are skilled at based upon the resources they download or the searches they do on your website.
There are more opportunities for recruiters using marketing automation as well; these are just a selection for starters!
5. Business services
For organizations offering business services, it’s usual to see a long sales cycle. This means it’s necessary to stay front of mind, maintain contact, and make every interaction as customized as possible to win the deal ultimately.
Therefore, lead nurture and lead generation are massively crucial while these are the objectives of marketing automation platforms.
Alongside sophisticated email approaches and content marketing strategy, companies involved in the business services industry can use marketing automation to deliver personalized, dynamic, real-time content to different decision-makers, convincing them to your brand over others.
Lead scoring is a huge benefit in this situation, as it helps sales teams know when a lead is ready to sell and when to strike while the iron is hot.
The communications industry requires to practice what it preaches. They need to provide streamlined and swift communication as and when the customers need. A useful automation software and CRM is the only way to do this as seamless integration between the two is vital.
By interactions and data on your service platform or website, it is quite possible to automate customized messaging that maintains business and ensures a positive CSAT score.
It’s not just about gaining new customers. In a competitive industry, marketing automation platforms can assist in identifying those who are likely to switch to another provider. For example, using signals such as the number of customer portal logins, the most recent invoice, monthly usage, and satisfaction ratings. This enables you to activate retention programs and recoup that potential loss.
The examples and industries shared here are ideas to help those working within these industries to understand and get excited about marketing automation within their organization.
There is so much potential. An independent article can be written for each industry. However, for now, getting the point is essential. If you are in the manufacturing, non-for-profit, recruitment, financial services, business services, or communications market -marketing automation software is a must.