Using Critical Metrics & KPIs For Decision-Making

Learn how to leverage manufacturing marketing analytics to make data-driven decisions that drive business growth.

In recent years, the manufacturing industry has witnessed a rapid transformation in the way businesses approach marketing. With the increasing availability of data, manufacturers are now able to make informed decisions and create data-driven marketing strategies that are more effective than ever before. As a result, marketing analytics for manufacturers has become an integral part of the marketing process, providing companies with valuable insights into customer behavior, preferences, and trends.

The growing importance of data-driven marketing strategies in the manufacturing industry cannot be overstated. By analyzing customer data and behavior, manufacturers can better understand their target audience and develop marketing campaigns that resonate with them. Thus, marketing analytics for manufacturers, in turn, allows companies to optimize their marketing spend and achieve better returns on investment.

The benefits of using marketing analytics for manufacturing companies are numerous. For example, marketing analytics can help manufacturers identify new market opportunities and improve customer retention. It can also help manufacturers optimize their marketing efforts by identifying which channels and campaigns are most effective in driving conversions.

Overall, the use of marketing analytics has become increasingly essential for manufacturers looking to stay ahead of the competition. By leveraging data to drive their marketing strategies, manufacturers can gain a competitive edge and achieve long-term success in today’s data-driven business landscape.

An Assessment of the Current State of Manufacturing Marketing Analytics

The manufacturing industry has come a long way in terms of adopting data-driven marketing strategies. According to Forbes, 88% of manufacturing marketers have adopted data-driven marketing strategies to optimize their campaigns.

This is a significant increase from just a few years ago, when many manufacturers were still relying on traditional marketing tactics that were less effective in today’s digital landscape.

Despite the growing adoption of data-driven marketing strategies, the average marketing budget of manufacturing companies remains relatively low compared to other industries.

Additionally, Gartner has found that the average manufacturing company spends 8% of its total revenue on marketing. This suggests that while manufacturers recognize the importance of marketing analytics, they may still be hesitant to invest heavily in marketing efforts.

One reason for this hesitancy may be the perceived effectiveness of marketing analytics tools among manufacturing marketers. Only 41% of manufacturing marketers consider their marketing analytics tools effective at measuring performance.

This suggests that while manufacturers may be investing in marketing analytics, they may not be fully confident in the effectiveness of these tools. As a result, there may be a need for more education and training to help manufacturers better leverage the power of marketing analytics to achieve their business objectives.

How Best to Leverage Marketing Analytics in Manufacturing

While many manufacturing companies are now leveraging marketing analytics to drive their strategies, there are still several key areas of improvement that can help them achieve greater success.

  • One of these areas is enhancing lead generation. Content Marketing Institute notes that 70% of B2B manufacturing marketers cite generating high-quality leads as their top priority.
  • Optimizing content marketing efforts is another key area to include in marketing analytics for manufacturers. 62% of manufacturing marketers consider email marketing their most effective channel for generating leads according MarketingProfs.

stat: 92% of manufacturing marketers use email to distribute content

  • Strengthening search engine optimization (SEO) efforts is also important for manufacturing marketers. The effectiveness of SEO in driving website traffic has been well-documented. 75% of manufacturing marketers use content marketing to engage prospects and generate leads (Content Marketing Institute).

By optimizing their websites for search engines, manufacturers can increase their visibility and attract more traffic to their sites.

  • Finally, leveraging social media and video marketing can also help manufacturing marketers achieve their goals. Manufacturers with a documented content marketing strategy are 56% more likely to be effective than those without one (Content Marketing Institute). 47% of manufacturing marketers rate search engine optimization (SEO) as the most effective tactic for driving website traffic (MarketingProfs).

By incorporating these tactics into their marketing strategies, manufacturing companies can improve their overall effectiveness and achieve greater success in their marketing efforts.

The Practice of Utilizing Analytics to Monitor Retention Rates

Many manufacturers provide software solutions that require user adoption for their success. The manufacturers understand that their customers will only continue using their products and services if they find them valuable and easy to use.

To support adoption, many manufacturers also provide software that helps track usage analytics, including retention metrics. By using analytics to track retention, manufacturers can understand how users are engaging with their software and identify areas for improvement.

There are numerous benefits to tracking analytics for retention. For example, manufacturers can track the frequency of the last time their users logged into the software, which can help them identify users who may be at risk of churning. User-based triggers can also be used to understand how users are engaging with their software and what areas they are not spending time on.

This data can be used to improve the user experience and create more personalized marketing campaigns that target specific user segments. Additionally, manufacturers can use marketing automation to drip market to users who are neglecting certain functionality in their software, which can help re-engage them and improve retention rates.

Finally, manufacturers can also implement slippage campaigns to re-introduce current users to sign back into the SaaS platform, which can help increase engagement and ultimately drive retention.

Leveraging Automation

The adoption of marketing automation software like HubSpot has revolutionized the way businesses approach marketing analytics. Marketing automation software allows businesses to streamline their marketing efforts and gain valuable insights into customer behavior and campaign performance. One of the key benefits of using marketing automation software for analytics is the ability to track and analyze data across multiple channels, including email, social media, and website traffic.

This allows businesses to gain a holistic view of their marketing efforts and identify areas for improvement. 52% of B2B manufacturing marketers use marketing automation software, such as HubSpot, to manage their campaigns (Content Marketing Institute).

Additionally, marketing automation software can help businesses automate tasks like lead nurturing, scoring, and segmentation, which can save time and resources while improving conversion rates. By leveraging marketing automation software for better analytics, businesses can make data-driven decisions that improve ROI and drive growth.

Building a Dedicated Analytics Team

As the importance of marketing analytics continues to grow, many manufacturers are building dedicated marketing analytics teams to support their marketing efforts. 39% of manufacturing companies have a dedicated marketing analytics team in place to analyze data and optimize campaigns (eMarketer).

These teams typically consist of data analysts, marketing strategists, and other professionals with expertise in data analytics and marketing.

The role of a marketing analytics team is to leverage data and analytics to optimize campaigns and improve ROI. This involves analyzing data from various sources, such as website traffic, social media engagement, email campaigns, and sales data, to gain insights into customer behavior and campaign performance. The team then uses these insights to identify areas for improvement and create data-driven marketing strategies that target specific segments of their customer base.

By building a dedicated marketing analytics team, manufacturers can ensure that they have the expertise and resources necessary to stay competitive in today’s data-driven marketing landscape.

Additionally, having a dedicated team can help manufacturers stay on top of the latest trends and best practices in marketing analytics, enabling them to continually improve their marketing strategies and drive growth.

An Analysis of Marketing Analytics in the Future

The future of marketing analytics for manufacturers looks bright. By 2022, 40% of manufacturing companies had increased their spending on marketing analytics. This investment in marketing analytics is driven by the growing recognition of the importance of data-driven decision-making in the manufacturing industry.

By leveraging advanced analytics tools and technologies, manufacturers can gain valuable insights into customer behavior, market trends, and campaign performance, enabling them to optimize their marketing efforts and drive growth.

To stay competitive in the future, manufacturers will need to improve their data analysis capabilities. This involves not only investing in advanced analytics technologies but also developing the skills and expertise necessary to effectively analyze and interpret data.

65% of manufacturing marketers believe that improving their data analysis capabilities is critical for staying competitive (Ascend2)

This may require building dedicated marketing analytics teams, partnering with data analytics firms, or investing in training programs for existing staff. Additionally, manufacturers will need to stay on top of the latest trends and best practices in marketing analytics to remain competitive.

This may involve adopting new analytics technologies, experimenting with new data sources, and exploring new approaches to data visualization and reporting. Ultimately, the future of marketing analytics for manufacturers is bright, but success will require a commitment to continuous learning, experimentation, and innovation.

Farotech as a Partner for Marketing Analytics

Marketing analytics has become increasingly important for manufacturing companies looking to stay competitive in today’s data-driven marketing landscape. Manufacturing companies that use marketing analytics see a 15-20% increase in their return on marketing investment according to McKinsey. Investing in marketing analytics has the potential to generate significant ROI by enabling manufacturers to optimize their marketing efforts and drive growth.

By leveraging advanced analytics tools and technologies, manufacturers can gain valuable insights into customer behavior, market trends, and campaign performance, enabling them to make data-driven decisions that improve ROI and drive success.

The impact of using analytics on the success of manufacturing marketers is significant, as it enables them to gain a deeper understanding of their customers and the effectiveness of their marketing strategies.

Overall, the importance of marketing analytics for manufacturers cannot be overstated. As competition continues to intensify, manufacturers who invest in marketing analytics and build dedicated marketing analytics teams will be better positioned to succeed in the long run. By leveraging data and analytics to optimize their marketing efforts, manufacturers can improve customer engagement, drive growth, and stay ahead of the curve in an increasingly competitive marketplace.

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