Using Marketing Automation to Elevate Sales
Dekker Vacuum, located in Michigan City, IN, is one of the top manufacturers and distributors of vacuum pumps and systems in the industry. The company has operated since 1998 and supports its customers by delivering top-performing technologies, application knowledge and technical support.
Dekker wanted to give its demand-generation efforts a shot in the arm. After strategizing with Adventure, it was determined that marketing automation was a solution that could produce the kind of results they were hoping for. The effort has been ongoing since 2016 and has covered many of Dekker’s vertical markets including Woodworking, Plastics, Food & Beverage, Power Generation, Chemicals, Medical/Health Services, Medical Devices/Prosthetics and Pulp & Paper.
Adventure provides numerous services to build and execute the marketing automation programs:
- List procurement & cleansing
- Graphic design
- Email & landing page setup
- Reporting summary
- A/B testing for continual improvement
- Product literature warehousing & fulfillment
The workflows and programs incorporate both emails and landing pages and are designed to serve multiple purposes. In many cases, a program will consist of four emails to give non-responders ample opportunities to act. When possible, the email deployments are scheduled around tradeshows (pre-show and post-show touches) because engagement is typically higher when content is relevant to an event someone is interested in or attending.
Recipients are provided with general information about industry struggles and Dekker’s relevant solutions. The emails also give them the opportunity to earn a gift card if they go to a landing page and submit a short industry survey. Upon submitting the survey, they can reach out to Dekker directly via additional landing pages to request a vacuum assessment, request product literature or contact one of Dekker’s vacuum experts. The programs are built with triggers that alert Dekker representatives immediately after a landing page form is submitted in order to speed up response time. These submissions are Dekker’s primary goal because they provide valuable industry insight and indicate that a lead is farther down the sales funnel. However, any engagement with the emails signals an increase in brand awareness.
To date, there have been 100+ form submissions and thousands of link clicks that have built up Dekker’s lead list. During one meeting between Adventure and Dekker, one of Dekker’s employees even mentioned that their salespeople were having a tough time keeping up with all of the leads the marketing automation programs were generating. Through collaboration and fine-tuning of the marketing automation programs, we look forward to continuing to churn out good leads and keep Dekker’s sales staff busy.