Article | March 30, 2021
The past 12 months have been especially challenging for the manufacturing industry. The pandemic affected in-person manufacturing jobs as well as supply and demand, causing many manufacturing companies to shut their doors or lay off valuable employees. Recognizing the vulnerable state of manufacturing companies, cybercriminals saw manufacturing as an easy target. In fact, the manufacturing industry saw an 11 percent increase in cyberattacks in 2020.
And even more concerning, our recent State of Software Security v11 (SOSS) report found that, when compared to other industries, the manufacturing industry ranks last for fix-rate and median time to remediate security flaws. That means that the manufacturing industry has security flaws in applications that aren???t getting resolved in a timely manner. And more lingering flaws mean more opportunity for a cyberattack.
Article | April 6, 2021
As the pandemic upended plans for marketing and sales in 2020, it forced marketers in the manufacturing industry to adopt the tactics of the remote world. Many of them are still wondering how they can focus on driving business growth in 2021. Intent data has undoubtedly added some spice to the season of online marketing.
Research conducted by B2BecNews on 110 businesses found that 59.5% of business buyers research two to three websites before buying while 29.7% research up to seven websites.
The “How” of Intent Data
Intent data allows businesses to channel their expenditure to the leads that matter the most. It boosts sales and encourages marketers to be smarter by doing more in less time.
Moreover, b2b buyers now tend to look for an immersive digital experience and are likely to conduct more and more searches before engaging with a brand. Such digital activity will tell you what a visitor’s intentions are called the intent data.
To drive your business, here are some tried-and-true and unexpectedly productive ways to scale up your marketing and sales game using intent data.
Improve your Sales Pitches/Pipelines
When you are expanding or redefining your business because you want to target a new market or audience, third-party intent data is a decent place to start. Through intent data, your sales team can build a year’s pipeline by reaching target audiences.
To get the value of your sales, you can use intent data categorizing with a professional group, seniority, functional area, business size, and more for targeted prospects. And if your data provides contact information, your sales team will have an even deeper understanding of the dynamics of prospects’ buying activities.
Moreover, learning about the fact if a CEO or a random visitor visits your website creates a difference between a quality lead and a generic one. There are times when organizations don’t vigorously look for a product. But with the right content force, you can direct them towards a purchase decision. This way, you can get a chance to pitch and improve sales.
So, how can content pitch sales?
The next point explains the importance of nurturing content on your website.
Nurture with Personalized Content
Once you target new prospects, you can nurture them with excellent and informational marketing content. These can be in various forms like articles, blogs, advertisements, social media, infographics, and more.
Personalization results better in the sea of marketing (digitally or manually). Since the pandemic has pushed the digital world extensively, personalization is on a hike. Companies that personalize their marketing strategies to communicate are improved by 86% in customer relations, have higher conversation rates, and observed improvement in businesses.
To personalize your content, you have to look at intent data and search for the prospect’s interests. After your research, you can create content for them. Paying attention to contextual information will improve the prospect’s experience, causing them to turn into your client.
After you create personalized content, what will happen next? Find out ahead.
Generate High-Quality Leads
Intent data tells you how far each prospect has progressed. A combination of intent and context data helps with lead scoring, which shows you the quality of leads.
A visit to your website by an intern is somewhat different from a CEO’s visit.
Consuming content on general industry information differs in value from product-specific content that provides information on websites.
When a visitor compares prices, it intends to buy, opposite to a visitor who bookmarks pages.
Besides, intent data for manufacturers also tells:
Channels to target your prospects actively.
Content to encourage
Offers to serve
The timing of each lead nurturing action
Improve Account-Based Marketing Campaigns
Account-based marketing and intent data go hand-in-hand. So, it would be best if you worked through every possible path to collect more information about your prospects. This way, it will help you take a focused approach. Once you identify the interested prospects, you can focus your time and energy on those accounts and expand your reach.
Intent data helps you to find more in-market customers. They can score leads with better precision and re-shape your marketing campaigns by showing up with the right message at the right time.
Include Marketing Automation Operations
Implementing marketing automation technologies with intent data will save your team's time. As they usually spent analyzing data entry by automatically setting alerts when buyers intend to show their interest.
Why is Intent Data for Manufacturing Becoming Crucial for Future?
With marketers, or say, manufacturing marketers, it's always vital to drive revenue for business and get ahead with trending marketing paths. For this, knowing intent of prospects is a must to gain success.
Knowing a prospector’s behavior can help your marketing team target a specific profile and create personalized content on demand to increase their purchase decision. After all the information is collected, prospects become more knowledgeable and informed of the decision they make. More information attracts more potential buyers when they are informed conveniently at the right time and manner. In this entire process, you gain an increased ROI.
These aspects are incomplete without intent data for manufacturers, which targets numerous data and creates an easy baseline so that marketers can learn precisely about potential prospects’ behaviors. Intent data can be used for the future through a particular pattern. Generic marketing campaigns delivered to a random audience will simply shut down your business. Because now, the users expect to see content that’s valuable to them.
Therefore, intent data for manufacturers is the key to providing better answers and solutions and allowing better marketing budgets. Both of these lead to more conversions which results in more revenue.
Frequently Asked Questions
How is intent data collected?
The collection of intent data is not new to marketers. It has gained prominence only after the pandemic. The data is gathered through the website. Its analysis is done by tracking visitors to the website, clicks, chatbots, duration of stay, and information search.
How can manufacturers leverage intent data?
The steps to leverage are:
1. identify the prospect and what it wants to search or trying to search. It could be keywords, trending words or phrases, and more.
2. Create quality yet informational content following the prospects’ interest.
3. Now, it’s time to promote content with the right on different channels to attract prospects.
What are the intent data tools for manufacturers?
Some good intent data tools manufacturers can use are:
What is buyer intent data for manufacturers?
Through buyer intent data, your sales team easily reaches out and gets engaged with the right prospect at the right time. Manufacturing marketers use it to plan can create effective campaigns to target potential ones and convince them to buy.
"name": "HOW IS INTENT DATA COLLECTED?",
"text": "The collection of intent data is not new to marketers. It has gained prominence only after the pandemic. The data is gathered through the website. Its analysis is done by tracking visitors to the website, clicks, chatbots, duration of stay, and information search."
"name": "HOW CAN MANUFACTURERS LEVERAGE INTENT DATA?",
"text": "The steps to leverage are:
1. identify the prospect and what it wants to search or trying to search. It could be keywords, trending words or phrases, and more.
2. Create quality yet informational content following the prospects’ interest.
3. Now, it’s time to promote content with the right on different channels to attract prospects."
"name": "WHAT ARE THE INTENT DATA TOOLS FOR MANUFACTURERS?",
"text": "Some good intent data tools manufacturers can use are:
"name": "WHAT IS BUYER INTENT DATA FOR MANUFACTURERS?",
"text": "Through buyer intent data, your sales team easily reaches out and gets engaged with the right prospect at the right time. Manufacturing marketers use it to plan can create effective campaigns to target potential ones and convince them to buy."
Article | December 8, 2021
The manufacturing production schedule is a critical aspect that enables the manufacturing business to complete each production activity precisely and on time. Allocating different raw materials, resources, or processes to distinct project phases is called a production schedule. Its goal is to make your manufacturing process as efficient and cost-effective as possible in terms of resources and labor — all while delivering products on schedule.
As technology takes over and enhances many of the processes we used to handle with manual labor, we are freed up to use our minds creatively, which leads to bigger and better leaps in innovation and productivity."
– Matt Mong, VP Market Innovation and Project Business Evangelist at Adeaca
So, how is the overall production schedule managed?
According to businesswire, the global APS (Advanced Production Planning and Scheduling) software market was valued at $1,491.22 million in 2020 and is anticipated to raise $2,941.27 million by 2028 expanding at an 8.86 percent CAGR from 2020 to 2028.
Some software and tools are available to assist manufacturing organizations in properly scheduling production planning, including MaxScheduler, TACTIC, MRPeasy, and Gantt charts. Though there are numerous software programs available on the market for production scheduling, the most crucial aspect is determining which elements to consider when planning production.
This blog will look at the five most important factors to consider while planning the production schedule.
Five Elements to Consider When Scheduling Production
As we saw in the introduction, production scheduling is used in the manufacturing process to assign plant and machinery resources, schedule human resources, plan production processes, and purchase materials.
So, what are the primary components or stages of this production scheduling process? Let's take a quick look at each of them.
Planning to Make the Best Use of the Company's Resources
The role of planning in production scheduling is to use the company's resources to maintain a regular production flow. As a result, downtime is decreased, and bottlenecks are minimized, allowing production to be optimized. For production scheduling, two forms of planning can be used:
Dynamic Planning: Dynamic planning is carried out under the idea that process stages will alter. So, materials must be ready, but production cannot begin until demand is decided.
Static Planning: Static planning is done keeping in mind that all process steps will be completed on schedule and without adjustments.
Routing to Determine the Order of Actions
A “bill of materials” is used in discrete manufacturing to specify what things are needed and in what quantities.
Routing determines the path and sequence of required phases of the process. It may involve in-house operations, but it may also comprise sub-contracted components that must be returned to the production flow for final assembly.
Scheduling to Make Use of Predetermined Planning Levels
To manufacture products from components or raw materials, scheduling makes use of the previously set planning level. As a result, it is time-dependent and must meet the demand outlined at the planning level.
Each department, product, and procedure can have their own unique set of timetables. Sub-schedules for sub-assemblies or mixes and blends may be defined by department-specific master production schedules, utilized at the highest level to define product timeframes.
Dispatching to Decide on Immediate Actions
Dispatching assigns the following jobs to be done from a subset of the production queue. Dispatching is utilized to make quick decisions. This is in contrast to planning, which involves the planning of future actions. Dispatching is utilized in both pull and push production systems.
Execution to Ensure that all Processes are Carried out Correctly
Production scheduling must rely on proper execution to ensure that all processes are completed appropriately and in the sequence planned.
It requires everyone to know what they are expected to do and when they are expected to do it. Execution requires knowledgeable management decisions, well-trained employees, correct data in the manufacturing plan and schedule, and consistent sales statistics and forecast numbers. All must be present for the organization to carry out its production plan and fulfill orders.
How MRPeasy – A Production Scheduling Software Assist Manufacturing Companies in Scheduling Their Production?
MRPeasy is a cloud-based material requirements planning (MRP) application explicitly designed for small manufacturing units. Its primary functions are purchase order management, forecasting, and inventory management.
This software simplifies the process of scheduling production. It enables you to evaluate all of your anticipated manufacturing orders (MO). The bill of materials (BOM), purchasing, and stocking are all maintained in one location, allowing you to quickly book inventory and increase purchase orders (PO) for acquired parts.
MRPeasy enables you to:
Obtain all of the detailed information on all of your MOs
Consider MOs as a single block or as distinct operations.
Drag-and-drop operations and operations to reschedule
Calendar or Gantt chart views are available for monitoring scheduled orders.
Additionally, you can manage MOs smoothly. With the production planning component, you may create, amend, and update MOs. This app compiles an exhaustive list of all your MOs. You can track their progress based on the status of an order or a part's availability. Additionally, you can search for, filter, and export your MOs.
How to schedule production for your organization requires extensive research, planning, and analysis of overall product demand as well as a grasp of the time required to meet the demand. Production scheduling techniques such as job-based planning, batch method, flow method, and others help develop a productive manufacturing production schedule. Include the elements mentioned above in your manufacturing scheduling to get the best possible benefits, such as better production efficiency, lower production costs, and on-time product delivery for your manufacturing in 2022.
How production planning differ from production scheduler?
Production planning and scheduling are often mixed. But there is a difference. Planning decides what and how much work must be done, whereas scheduling specifies who and when the work will be done.
What is real-time manufacturing scheduling?
Real-Time Scheduling is a production planning, scheduling, and tracking tool that enables manufacturing organizations to improve customer satisfaction and achieve optimal operational performance cost-effectively.
How can scheduling be improved?
Communication with staff is a great way to improve scheduling. This is true for all businesses, software or otherwise. However, management should not burden employees with ambiguous or unclear communication, and vice versa.
"name": "How production planning differ from production scheduler?",
"text": "Production planning and scheduling are often mixed. But there is a difference. Planning decides what and how much work must be done, whereas scheduling specifies who and when the work will be done."
"name": "What is real-time manufacturing scheduling?",
"text": "Real-Time Scheduling is a production planning, scheduling, and tracking tool that enables manufacturing organizations to improve customer satisfaction and achieve optimal operational performance cost-effectively."
"name": "How can scheduling be improved?",
"text": "Communication with staff is a great way to improve scheduling. This is true for all businesses, software or otherwise. However, management should not burden employees with ambiguous or unclear communication, and vice versa."
Article | April 6, 2021
Inbound marketing has become a vital part of the manufacturing industry, especially after the pandemic. Marketers want to get more business, more high-quality leads, increase revenue, and expand it into new markets. A lot of opportunities are arising for manufacturers to embrace its effectiveness—especially online.
Unlike other industries, the manufacturing industry is not safe from the continual pendulum swing of updates, new platform creation, and changing buyer preferences. Manufacturing marketing has its own blend of deliverables and initiatives that can spell the success of your business.
Until now, you must have realized that your traditional marketing tactics are obsolete and would have planned to get the inbound marketing program off the ground.
Here comes the critical part—understanding how to implement inbound marketing for your business to generate high revenue. With the help of these five steps, you can stay ahead of your competition.
Before you approach the steps, first you need to:
Identify your Customers’ Pain Points
Understanding what frustrates your buyers gives an insight into how to answer the queries they look for. To determine what queries your buyers may have, you can:
Interview your customers: Your customers are your leading source of information. Ask them what solutions they are searching for. What content did they read to solve their solutions? What information, insights, FAQs, or product details can help them? This way, create content that answers all of these questions.
Talk to your sales representative: Your sales team is on the front line with your buyers/customers. They very well know what content gaps can be filled. Identify the gaps and work accordingly.
These considerations will help you to stay updated in the competitive landscape of manufacturing marketing.
Now, start your inbound marketing program by following these steps.
When planning inbound marketing, your website becomes the center of the universe. It’s where all your marketing efforts, like great content for your prospective buyers come in. After all, this is how you’re going to start ranking on search engines and driving in leads.
Before you get to this part, you’ll need to do a basic audit to ensure your website is in tandem with your targeted audiences’ expectations.
The website interface is the focal point that helps buyers to interact. This will help them to interact with your business. And if their experience is negative, they’ll probably never bother to read further. To avoid such circumstances, here are a few critical web design tips you should know and implement:
A Clean Look
Keep your website simple and embrace spaces to make it more appealing to the eyes. Too many visuals and color combinations will make it hard to find the information they’re searching for. Creating a simple yet appealing website neither costs your pockets nor makes it hard for your audiences to contact you.
Tablets and smartphones have overtaken desktop computers. So, creating a mobile-friendly design will ensure your website looks impressive on any screen size. Your audience does not feel lost, and it helps to scroll information from your website.
Move from HTTP to HTTPS
With massive data breaches becoming common in the internet world, your audience will be more concerned with security and privacy than ever. Converting your website from HTTP to HTTPS will protect their information. Also, it will help you get ranked on the Google search engine.
Create Informative Content
Content is the backbone of inbound marketing efforts. It’s how you can build a strong audience base for your business and convert them into leads.
To market your business effectively, you need to provide informative yet relevant content at every stage. Think of creating a blog to inform rather than a sales tool. With this notion, your content will rank and stay on top of the mind throughout your customers’ buyer journey. This means your industry-related content has to be interesting and attract visitors to become your leads.
To understand how your content needs to work, list these funnels of content ideas and try implementing them.
Content Ideas: Top Funnel
Include content in these ways:
Social media posts
Videos on factory products tour
Content Ideas: Middle Funnel
While the top of the content funnel is the widest, the middle of the funnel is often the deepest. It includes content type such as:
‘How to’ guides
Content Ideas: Bottom Funnel
The bottom funnel creates chances to close the deal and convert visitors/buyers into leads. This includes content ideas such as:
Call to action
So, in the marketing competition landscape, many manufacturers are busy updating their inbound marketing strategies like you. Many others have overhauled their business. While you have a lot on your end, inspire yourself to create that excellent piece of content now!
Invest in Marketing Technologies and Automation
One way to grow your business through inbound marketing is automating your marketing efforts. This way, you can devote more time focusing on the bigger picture. There are tons of tools online to help organize strategies, create content, schedule emails, campaigns and publish to your website. Use them!
Marketing technology usage can help your business to operate faster and more accurately. Here are some automation tools to use:
G Suite: Google’s products are becoming just ubiquitous with a bonus—everything is in the cloud today. You can find your work easily and access it from any device. Also, manage all marketing efforts from one place and collaborate globally in no time with clients.
Sales and Marketing CRM: Customer Relationship Management (CRM) software, like HubSpot CRM, gives you a quick view of your marketing funnel and sales channel. Not only does it enable transparency all across, but it gives you hours back in the day by starting different events and marketing flows automatically.
Email Marketing: Emails are the most effective marketing channels in terms of ROI. Email usage endures growing around 4% year-over-year. And has no signs of slowing down anytime soon. In this case, many emailing tools are available. Like HubSpot is well known for its CRM and inbound marketing software. It boasts exceptional deliverability for emails. With about 2,000 email sends/month, contact lists, a drag-and-drop email builder, and ready-made templates, you can start right away.
These are some examples to decide what's best for your industrial inbound marketing efforts. Get started today!
Keep Tracking your Marketing Efforts
You’re spending your time, energy, efforts, and resources on marketing to grow your business. So, it’s essential to track your marketing initiatives and see if it’s functioning as expected or not.
Here are some crucial aspects with which you can keep track of your marketing program:
Get an ROI measuring tool:For measurable goals, you’ll want to select KPIs to measure ROI. Some common ones include the cost per sale, per lead, overall marketing program, and overall customer relationship length. You can also set points for channel performance with campaign-specific KPIs, including email open rate or social media impressions.
Google Analytics:This is a free tool. It will help monitor your website's health by tracking site metrics such as page views, visits, and clicks. With this, you can easily set up customized reports to monitor specific metrics of interest for your campaigns.
Lastly, get a lead generation tool that tracks who is in-market for your services. How they’re interacting with your online presence and where they are in their solution journey.
Inbound Marketing Case Study: Get Inspired!
If you ask your competitors what their main goals are for their company, the answer would most likely be related to increasing sales and leads. Even if they mentioned other purposes, such as improving website performance and SEO or redesigning a website, the main objective would be to get more traffic. And it will lead to more sales.
For Corrugated Metals, Inc., these were the goals. This manufacturing company deals in roll formation. It manufactures products for the equipment, construction, transportation, and defense industries.
The company used inbound marketing strategies during the pandemic and found success with it, resulting in:
Increased quality leads
Increased sales revenue
More opportunities from the manufacturing industry for long term sales potential
Redesigned their website to bring design and UX (user experience) up to date and increase engagement
Maintained and increased SEO
Through the implementation of inbound marketing, the company saw a 198% hike in website traffic and an implausible 285% increase in leads. But that wasn’t all. The quality of leads radically improved by 321%.
Since they were able to identify and target long-term sales prospects through persona-based targeting and lead nurturing, they lined up a potential million dollar per year customer. This created a possibility of 20 years of recurring sales.
In a nutshell, using these inbound marketing tactics can bring high revenues to your business.
1) PLAN! Do as much research as you can. Know your industrial customers. Find what’s trending. Analyze what worked, what didn't work, and why. And start with these ways to boost marketing for your business.
2) CREATE! Use the information as the backbone to create a stellar inbound marketing plan. Be patient, and do one project at a time.
3) OPTIMIZE! There are ways to improve. And if you’re testing correctly — no industrial marketing strategy will ever fail.
In a recent 2020 Thomas Industrial Survey, there has been a 12% surge in website usage by manufacturers using inbound marketing campaigns to connect with more buyers and customers since the outbreak of COVID-19. Therefore, adjusting your manufacturing inbound marketing strategies today will perhaps help you win more business down the road.
Frequently Asked Questions
What manufacturers should follow to do inbound marketing?
Manufacturers implementing inbound marketing should follow some crucial aspects before they start. These attract customers—don’t interrupt them, measure all activities, nurture leads, do SEO and social media activities precisely.
What are the four stages manufacturing marketers should know about inbound marketing?
There are a lot of relatable things to do inbound marketing. But along the top four things, manufacturers must know to drive business growth are attract, convert, sell and create leads.
Does inbound marketing for manufacturing works?
Absolutely. Inbound marketing for manufacturers has been fruitful. If you are willing to include it in your business, you will reap its benefits and see your business growing with time. Creating a proper strategy is foremost.
"name": "WHAT MANUFACTURERS SHOULD FOLLOW TO DO INBOUND MARKETING?",
"text": "Manufacturers implementing inbound marketing should follow some crucial aspects before they start. These attract customers—don’t interrupt them, measure all activities, nurture leads, do SEO and social media activities precisely."
"name": "WHAT ARE THE FOUR STAGES MANUFACTURING MARKETERS SHOULD KNOW ABOUT INBOUND MARKETING?",
"text": "There are a lot of relatable things to do inbound marketing. But along the top four things, manufacturers must know to drive business growth are attract, convert, sell and create leads."
"name": "DOES INBOUND MARKETING FOR MANUFACTURING WORKS?",
"text": "Absolutely. Inbound marketing for manufacturers has been fruitful. If you are willing to include it in your business, you will reap its benefits and see your business growing with time. Creating a proper strategy is foremost."