ABM and Your Industry


For B2B manufacturing marketers who typically rely on traditional marketing strategies, acquiring and retaining new customers pose a challenge in a finite and competitive market. Those in the manufacturing industry sell to a variety of stakeholders — from end customers to dealers to distributors. Faced with lean marketing teams, tight budgets, lack of automation and scale, legacy systems, and in-person marketing models, manufacturing marketers need to make the most of their resources. An ABM strategy is arguably one of the most efficient and effective ways manufacturing marketers can create more high-quality opportunities.

Introducing ABM to the Manufacturing Industry

Align teams. ABM benefits more than marketing teams—through it, sales and service teams can also view buying intent and evolve their own strategies to win more business. But this requires tight alignment between marketing, sales, and service. Together, all teams can work together to identify target accounts, while connecting with accounts on every part of their journey for a cohesive, efficient approach. As more organizations in the manufacturing industry consolidate into mergers and acquisitions, this tight alignment becomes more essential. ABM can helps marketing, sales, and service teams to more quickly realign and support each other when redistributing customer accounts.

Target key stakeholders. Manufacturing marketers require campaigns that shorten sales cycles, reduce marketing costs, and deepen customer relationships. With ABM, both marketing and sales work together in order to identify and target key manufacturing stakeholders with personalized content. Marketing sends stakeholders on personalized journeys, while sales and service can ensure they get meaningful, white-glove experiences. Strategically focusing on specific customers and engaging several stakeholders from individual accounts will help increase close rates, deal sizes, and contract value.

Take advantage of automation. When it comes to production, manufacturers rely on cutting edge technology to get the job done. However, when it comes to marketing, sales, and service, the shift to digital has lagged. At the center of ABM is the use of automation to help marketing, sales, and service teams pass along leads, share first party data, and deliver personalized experiences. This entails expanding marketing in real time beyond trade shows, in-person events, and on-site meetings. With the use of modern ABM, manufacturing marketers can do much more with automation. They can deliver relevant, personalized content, address service issues and requests, and deliver suggested products and offers, all while fostering long-term customer relationships — even when not in the room.

B2B buying habits in the manufacturing industry have evolved, and manufacturing marketers must evolve with it. ABM strategies can help manufacturing marketers strengthen relationships at scale by identifying high value segments, delivering automated, targeted content and messaging, and personalizing offers and products to all customers, dealers, and distributors.

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