Marketing ROI in the industrial sector: Which efforts to prioritize

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When companies in the manufacturing industry think about industrial marketing , there’s a tendency to overcomplicate things. It’s not intentional, but because the industry is incredibly complex (with distributors, OEMs, and others), it can be easy to get into the weeds and lose sight of the priorities that will help produce the best return on marketing investment.

It can help if we think of our marketing efforts like the estonia email list menu at our favorite restaurant. If you're not very hungry, you can order just the main course and decide to skip the appetizer. Or if you're very hungry and have plenty of time, you can decide to start with a salad, move on to the main course, and finish with your favorite dessert.

Priorities change, and that’s okay. The same can be said for a manufacturing company’s industrial marketing efforts, so it’s important to think critically about your options and prioritize based on your goals.

Let’s look at several areas to prioritize for your industrial marketing plan, all of which focus on ROI.



Manufacturing system integrations
As a manufacturing company, you likely have multiple systems in place, such as an ERP, a CRM , a marketing automation software , an email marketing system, and an eCommerce engine. All of these systems serve a critical purpose for the business, but if they don’t share data, they can create serious inefficiencies and require a ton of extra, unnecessary effort to move information back and forth and perform analysis. With a system integration, skilled developers or software engineers develop methods that allow data to easily move from one system to another. Depending on the type of integration and the setup, it could be a one-way sync or a two-way sync.

There are also fantastic tools that fall into the integration-as-a-service (IaaS) category. You're probably familiar with Zapier or PieSync (from HubSpot), as both are big players in this territory. These tools offer excellent user interfaces that allow you to easily move data (Zapier) or sync data in a bi-directional setup (PieSync).