Manufacturing web marketing, digital marketing consulting
When strengthening sales in the manufacturing industry and manufacturers, it is necessary to consider the development of new customers separately from those for existing customers. Total number of customers = new customers (customers leaving other companies) + existing customers-customers leaving (new customers to other companies), but the following indicators should be aimed at.
First, grasp the current situation, and in web marketing and digital marketing, set “increase in the number of new customers” as the target value and make a plan. We utilize ma tool BowNow to propose various ways of getting involved, from measures to attract potential customers other than “immediate customers” to customerization, consulting, and promotion as a project including execution support. I will do it. Please refer to ” BowNow First Year Textbook” for the detailed flow.
Leverage digital to increase the number of deals
Manufacturing (BtoB business) companies such as manufacturers and processing companies use websites and digital tools to provide consulting to “increase the number of business negotiations”. Focusing on the introduction of BowNow, a marketing automation tool, we will increase leads, develop prospects, build sales flows, and increase the number of negotiations. Please see here for “Web operation” that also includes Web production and SEO measures.
BowNow is a marketing automation tool (MA tool). To put it simply, the MA tool is a ” tool that efficiently creates business negotiations .” We will create business negotiations by enabling communication with “future customers” that sales could not follow.
Let’s take a look at the main features of BowNow along the flow of marketing automation and how it differs from other MA tools.
table of contents
Before marketing automation
Depending on the content of your leads and the access status of your website, there are “what to do before marketing automation”. The following is an approximate classification. If you have few leads, you will need to acquire leads. Even if you have enough leads, if you sell new products and “there are few prospects among the leads”, you still need to acquire new leads.
Marketing Automation Flow Three STEPs
Marketing automation has three main stages.
1. Attracting / aggregating customers and centrally managing them to prevent them from being left unattended
MA tools alone cannot increase the number of customers to your website. Therefore, if you have a problem in attracting customers, you need to take measures to attract customers before marketing automation.
Aggregation of past business cards
You can collect past business cards in the MA tool.
In the first phase of attracting and aggregating customers, past business cards collected in the past are registered in the MA tool, and new leads (customer information) obtained from the website are also included in the MA tool. Leads can be centrally managed , and by managing disparate information with MA, it is possible to carry out activities (lead development) that effectively raise the level of interest of leads.
Increased leads through intermediate CV measures
A conversion is a website goal, such as an “inquiry” or a “quote request”.
While these are the ” most desired goals on your website, ” they are not actionable for reviewing users. Therefore, we will prepare a menu that allows users who are a little closer to the examination level to take action. This is called an intermediate conversion . Specifically, there are document download, data sheet download, utilization handbook download, etc.
As an example, if you take a look at the Keyence website, you will find menus such as “Download” and “Demo Request” everywhere. The more of these intermediate CVs, the more leads you can get.
|Document request||Mail catalogs, pamphlets, etc.|
|Booklet request||Create a themed booklet and download or mail it|
|Data download||Download analysis data etc.|
|Simple diagnosis||Have them fill out the form and perform a simple diagnosis|
|Consultation meeting||Hold a conference|
|Demonstration request||Bring a demo machine and do a demo|
|Test machine rental||Mail the test machine and rent it out|
|Sample / Trial||Product samples will be mailed for a fee or free of charge|
|Quote request||Make a quote|
|Visit application||Apply for inspections such as factory tours|
|E-mail newsletter registration||Accept registration to e-mail newsletter|
BowNow's customer attraction / aggregation function
BowNow can create forms, view website activity history, and display company names by IP address as functions that support websites. Of course, you can register past business cards.
2. Lead development and increase interest in leads
Deliver emails to attracted / aggregated leads. By delivering an email, you can open the email, click a link, visit a website, view other pages, and take other actions. A history of this behavior remains in the MA tool. When the interest of the lead increases, we will conduct telephone sales or email sales to connect to business negotiations.
Broadcast and segment distribution
Broadcast emails deliver emails to all leads. E-mails for building relationships are delivered by mass e-mail for the purpose of gaining trust.
In segment delivery, only leads with specific attributes are extracted and delivered by email. It can be used to extract only “the person who clicked the link of product A in the email of ● month ● day” and send the video URL of product A.
BowNow hot lead definition
Leads with a high degree of consideration are called hot leads. BowNow’s hot lead definition, unlike other MA tools, is not a scoring method . Below, we will explain the difference between scoring and ABM. It’s a little long, but if you have any questions, please contact us.
ABM (Account Based Marketing) is to “identify customers who have high value for your company and take the best approach for them” to lead to business negotiations.
The concept of approaching “the widest possible customer base” is the opposite of the concept of “defining the attributes of a corporate group (account) that is valuable to the company in advance and concentrating on that to spend sales resources.” ..
At BowNow, this “corporate group of high value to the company” is defined by the behavior of the lead .
At ABM, we do not respond to each individual lead, but take measures in units of “groups that meet specific conditions”, so we can conduct sales efficiently.
Below is the BowNow dashboard. The vertical axis is “sales of leading companies” and the horizontal axis is “degree of consideration”. Leads that have taken a specific action are displayed together in a “face” (quadrant), so by deciding what approach to take on which side, MA operation is possible without creating a scenario.
Scoring, on the other hand, is defined as “hot lead” (increased interest) when a user’s behavior is scored and a certain number of points are earned. In this case, even if you take the same action more than once, the score will be added, so you do not necessarily know “whether you are a high-value customer for your company”.
The difference is that scoring is viewed as “total amount of activity”, whereas ABM defines hot leads by “clearing defined actions”.
In general, scoring allows you to design a more detailed approach to lead behavior, but which behavior to give and how many points to give to the customer’s behavior flow (customer journey). Advance preparation is required, such as sending an email.
ABM is primarily for B2B companies.
In the case of BtoB, “building relationships with customers” and “degree of consideration” are not always proportional. The “degree of consideration” of BtoB tends to be decided by a word from the president / boss or “suddenly” increased. In other words, is it “accumulation of activity = hot lead”? I have a question. It is necessary to approach without missing the timing of the sudden increase in consideration.
For example, if you define a hot lead as an action that “a lead who has downloaded the material once visits the website again and sees the” flow of product introduction “”, that action is missed regardless of the score. You can approach leads without any hassle.
When formulating an ABM strategy, it is desirable to clarify your company’s positioning. By clarifying your strategic position using frameworks such as 3C analysis, 5 force analysis, and STP, you can see the potential corporate image.
3. Efficiently sell only to people who have increased sales and interest
We will conduct telephone sales to customers who have been highly considered through 1 and 2 and turn them into business negotiations. There is always “sales” in the flow of marketing automation. If you do not actively sell to leads that have been highly considered, MA tools will become “expensive e-mail magazine tools”, so when introducing MA, “sales are necessary”. Let’s hold down.
When introducing the marketing automation tool BowNow, we will sort out the current situation and consider whether there are any effects that can be expected by introducing BowNow, or whether there is a “higher priority” than the introduction of BowNow.
Set target customers by performing PESTEL analysis, VRIO analysis, competitive analysis, analysis of past orders, and so on. Analyze existing content to see if there is any missing content in implementing marketing automation. We also design conversion points. Users who visit a website have a gradation of needs from the latent layer to the clear layer. By designing conversion points other than the “clear layer”, we will create a system that allows continuous follow-up by email.
Investigate the information gathering activities of prospective customers and clarify what the website should be. For example, if a prospective customer “collects information at an exhibition and collects information while participating in online webins,” it is necessary to link the exhibition with the website and set up a webinar on the website. Will be. It reveals what role a website should play in its “information gathering activity (customer journey)”.
Practice and improvement of marketing measures
We will drop the project goals (order amount, number of orders, etc.) into Web indicators, check the difference between the goals and reality, and connect them to improvement ideas. Get feedback in real life about the big picture of BtoB marketing you designed. If the flow of attracting customers → approach → training → mail delivery → business negotiation acquisition does not go smoothly, find out where the problem is and improve it.
The secret to successful use of the Web is that all marketing measures are properly aligned toward one goal . It is important to connect these tools and build a path to achieve your goals, rather than thinking about exhibitions, email distribution, websites, etc. individually.
BowNow manual production
After one year of support, if we can create a “type” of marketing activities, we will create a manual and prepare a system for in-house operation.
● Training on BowNow
● Training on website update
● Access analysis, basic SEO measures
We will carry out training such as.
Differences between BowNow and other MA tools
Features of MA Tool BowNow
Many MA tools use the funnel diagram (left) to help grow leads and increase their “interest”. However, many marketing measures are required to advance the funnel. (Therefore, marketing automation is needed.)
However, in the case of BtoB business, individual needs ≠ corporate needs, and even if individual motivation is increased, it may not lead to a contract. I have a question. The deeper the lead nurturing, the more laborious and cost-effective it is, which is the disadvantage of marketing automation.
Therefore, BowNow is designed to “do not put too much weight” on lead nurturing, do not spend man-hours, and follow up in sales. While “following the whole thing roughly”, we will implement sales measures according to the degree of interest of the lead. That is why it is suitable for SMEs as an MA tool.
Features of MA Tool SHANON
Features of MA Tool SATORI
Features of MA Tool Marketo
BowNow does not have integration with offline measures or pop-up functionality. Also, since it is not a scoring method based on scenarios, it is not suitable for companies aiming for “automation” in detail for each measure.
Summary: The MA tool BowNow is suitable for B2B companies that have not yet established marketing measures in-house to speedily “increase the number of opportunities”.
From 100,000 yen per month
We will make proposals according to your company’s issues.