Manufacturing is a crucial component of the global economy — recently, the industry represented nearly 16% of the global GDP. Today, manufacturing is more critical than ever but faces a host of new challenges.
Supply chains are continually being disrupted while skilled labor is becoming harder to find and keep. Consumers are becoming more challenging to reach and engage. Technology is changing, competitions are getting more fierce, and growing a manufacturing business is extremely difficult with the number of challenges locally and globally. Innovation to meet customer demands and needs are essential.
One way manufacturers are evolving is the shift toward virtual sales which can lower the cost per visit, extend your reach, and significantly improve sales effectiveness, and in the end delight customers who are likely to reward suppliers that do it well.
Manufacturers are faced with a number of challenges as mentioned above. More specifically, they are challenged with content creation and production, technology that is outdated, targeting leads based on buyer persona, and having limited skilled personnel for handling sales and marketing needs.
When we look closer at the content challenges facing manufacturers, we see they’re struggling to create content that connects to their buyers in human ways. Often times, manufacturers struggle to create all the product and technical documentation they need and struggle to ensure that the stakeholders in their ecosystem have the right information when they need it.
Outdated Technology Challenges
Outdated technologies are also a big challenge for manufacturers. They have historically been tech-light and now are scrambling to adopt cloud-based solutions. Until now, customer data and account information has been stored in disorganized files like spreadsheets, and sales and customer service have different views of customer account information.
Sales managers in manufacturing have struggled to assign territories based on geographic locations, and reps have struggled to prioritize sales leads and opportunities, while the marketing department struggles to create campaigns that truly target buyers based on their preferences.
Limited Resource Challenges
Limited resources is something hitting many industries. In manufacturing specifically, the average sales rep is 3-5 years from retirement and finding and hiring new sales reps is difficult. Marketing departments in manufacturing are often underfunded and most of their time is spent on product brochures and event prep. Like most industries, many staff members wear a number of hats as it is and struggle to accomplish their daily tasks, let alone take on any extra sales and marketing task overflows.
Digital Impact on Manufacturing
Let’s look at how digitization has impacted manufacturing: 70% of manufacturers are attending webinars to grow their business. It is important to note that the customers of manufacturers prefer to learn about products and installation via video, and 84% of customers use search engines like Google to find products. How can you use this information to grow and improve your business model?
Top Four Buyer Expectations
What are buyers’ expectations? They want current product information and technical specifications. They also want the content to be personalized and relevant to them. Equally important is transparency about product availability and delivery.
Manufacturing Companies Grow Better with HubSpot
Manufacturers utilizing HubSpot are seeing a 40% increase in website visitors, 163% increase in inbound leads, and 196% in deal closed-WON, and 65% improvement in deal close rates. Impressive.
Here’s another graph that clearly demonstrates the positive effects HubSpot can have on your manufacturing business.
HubSpot’s CRM platform has all the tools and integrations you need to solve for the many challenges we mentioned above. HubSpot was created so that never again do you have multiple databases that you are trying to force to work together, instead everyone is operating from one single source of truth. Likewise, each one is intuitive and easy to use for the ultimate customer experience. Each product in the platform is powerful alone, but the real magic happens when you use them together.
Hubspot’s CRM will help you to create a connected customer experience for individuals and companies seeking your services. It also allows you to automate and unify your sales, marketing, and service teams so everyone is on the same page. Likewise, you can create workflows that make communication more efficient while at the same time tracking them to ensure all leads are followed-through and buyer’s needs are met.
HubSpot’s Sales Hub is a time-saving tool that provides you with an in-depth 360 degree view of your prospects while minimizing your busy work and giving you time to close deals. The Sales Hub will also help you leverage documents, track bids and proposals, ensuring the right follow-up communications occur. The Sales Hub also helps you track revenue by deal stage across various pipelines as well. You can also create email onboarding sequences to automate deal stage communications and reduce manual follow-up for recurring communications. And, that is just the tip of the iceberg.
As we mentioned above, HubSpot deals provides a single location for sales cycle details which can help your teams’ performance numbers and revenue goals. Likewise, the document library will help you manage content, make it self-serve, and aggregate data about its usage so you can gauge content effectiveness.
HubSpot’s Marketing Hub is a CRM-powered marketing platform that allows you to create, manage, and track your campaigns. It provides you with everything you need to get found, engage new people, and nurture them. It also provides you with informative data to steer future marketing efforts and track your PPC ad campaigns all in one platform. You can also use the Marketing Hub to develop lead nurturing workflows to educate consumers and manage and automate your social messaging.
With HubSpot, you can create dynamic personalized emails at various stages of the buying process to connect with customers at all stages of the buyer’s journey. Triggers for various behaviors and different stages will help your customer get the right email at the right time, while you get notified when they are ready to commit.Also, with HubSpot’s workflow tool, you can publish and schedule to publish content to your social accounts at the recommended time for your target audience.
The Service Hub is another well-crafted HubSpot tool that allows you to provide superior customer service. You can create custom properties to track leads and customer’s preferences to enable a highly tailored and connected experience. The Service Hub also allows you to leverage tickets and a customer portal to track, manage, and resolve customer issues. You can also develop knowledge-based content that allows customers to self-solve. With Service Hub, you are able to monitor how quickly a customer’s questions are answered and problems are resolved as well as create surveys to measure customer satisfaction and your companies net promoter scores.
With a shared inbox, you can connect you teams. Email, live chat, Facebook Messenger, and more to one universal inbox to make everything visible to your teams and make it easy to manage. Video messaging is available right inside HubSpot as well. You can create and use them to build stronger relationships during your onboarding process or for customer relationships.
In your industry, where a majority of your customers are searching for you, it’s essential that they are greeted with a high quality website with all the information they might need to make a decision. With CMS Hub, you can create a secure, mobile-optimized website that is responsive, easy to understand, and optimized for quick, mobile, on-the-road inquiries. Also, you can compile a resource center to leverage forms and essential information consumers want and need while you gather information about potential buyers. The Hub will also help you to create a modern and attractive website with a chat option where customers can ask the questions that are on their minds in real time, 24/7. Likewise, HubSpot’s CMS Hub has the tools to manage your on-page SEO as well as monitor traffic sources.
HubSpot’s SEO tools make it easy to optimize your website for search engines and searches and even provides recommendations to improve your SEO performance. Likewise, with website tracking, you can track every visitor to your site in one place and use your CRM data to create personalized digital experiences.
The Operations Hub seamlessly integrates with all the other tools and allows you to connect data and automate processes for a friction-free experience between your teams. You are essentially aligning large amounts of data around a secure, single source of truth and presenting it in a clean, consistent, and easily accessible manner. Likewise, the Operations Hub helps you streamline processes that allow you to reduce manual work while at the same time personalizing your messaging and improving customer experience.
Once you decide that HubSpot is right for you, Lovable Marketing makes it easy for you to integrate, get up to speed, use it, and experience success quickly. With dedicated onboarding and one-to-one training, your teams will be up and running swiftly. You can also rely on HubSpot day or night with 24/7 phone support.