As an industry filled with highly-complex businesses, manufacturing marketers have often relied on their dealer relationships to help sell their products and keep their customers happy. But now, manufacturing marketers are more enabled than ever to build meaningful relationships directly with their customers; better align their sales, marketing, and operations; and take their channel marketing efforts for dealers and retailers to the next level. The opportunities are endless for manufacturing marketers to maximize their customer lifecycle, and we’ve helped marketers in the following areas do just that:
A well-known manufacturer of consumer appliances was beginning to manufacture “smart” products as a way to enhance the experience with their product, capture first-party data, and engage directly with their customers.
By leveraging IoT (Internet of Things), the manufacturer was able to provide real-time insights into product status to their customers—including important and time-sensitive information—like whether or not the product needs servicing or attention from the customer.
As they continued to generate more and more first-party data, they integrated their IoT technology with Salesforce, which then sent their data into Marketing Cloud to generate personalized, 1:1 emails to both customers and dealers to alert of potential hazards, provide product updates, and more.
They leveraged Marketing Cloud for improved segmentation, personalized journeys, and cross-channel communication (email, SMS, and push), to engage with prospective customers, provide product updates to existing customers and create upsell opportunities, and engage with dealers to drive them to convert prospects.