The landscape for building material manufacturers isn’t getting any less competitive.
You might have a lot of sales and marketing optimization to do if you want to get ahead and claim more market share. That means deploying your messaging in an organized, consistent way — without internal bottlenecks, silos between your sales and marketing teams, or slow response times to interested channel partners and prospective customers.
Is this even possible? It is when you implement good marketing asset management (MAM). A solid MAM practice will help you run more efficient operations, strengthen your business partnerships, and communicate with customers more effectively.
Also, using a dedicated MAM software tool can help transform your building materials brand for the 21st century, and enable you to maintain an edge and scale beyond current limits.
Here, we’ll explore 4 important things that MAM does for building materials manufacturers who leverage it well:
1. It Provides a Central Point of Collaboration for Sales and Marketing Staff
When sales and marketing silos exist, it hurts your growth prospects as a business.
In research by Aberdeen quoted by SuperOffice, sales and marketing alignment was found to yield a 32% increase in revenue, a 36% increase in customer retention, and 38% higher sales win rates. Best-in-class enterprises have both teams working together comfortably and consistently.
Each side has knowledge the other can benefit from, and this is particularly true when it comes to the sharing of content assets. Building materials sales people need content they can share with prospects, and content created by marketing personnel should be informed by insights only sales people can offer from their 1:1 interactions with prospects.
Marketing asset management can be the linchpin that brings sales and marketing together to streamline content. With a smart MAM process providing the spark, sales and marketing can meet to agree on messaging and key selling points, and then sales staff can digitally access the content resources whenever needed to nurture a prospect.
For example, if you’re a roofing manufacturer, your marketing team might be putting out great online ads that show off a newer, more durable type of roof tile. Your sales reps, meanwhile, may not have relevant articles and sell sheets readily at hand. A MAM software solution provides good cause for teams to get together, decide on finalized assets, and make them accessible as needed for sharing with interested prospects.
A best-in-class software solution you should consider for its potential to help in sales and marketing alignment, as well as many other operational areas, is RevBase.
RevBase is a first-rate tool that can power the management of your sales and marketing content. It lets you organize, track, share, and measure the performance of every single asset, no matter if it’s in digital format or a print-on-demand piece, and no matter the device an end user has on hand.
With a first-class MAM platform like RevBase in your corner, your teams will have a much easier time strategizing on content, making it both more effective and more immediately accessible.
The outcome: better customer engagement and more closed sales.
2. It Solidifies a Consistent Building Materials Brand
When your marketing collateral is all in one place, it’s much easier to supervise, approve, and edit assets to meet the brand’s tone of voice and overall goals. This is so important, having a great MAM solution on board is worth it for this function alone.
According to research from Lucidpress, consistent branding across all channels can increase revenue anywhere from 10% to 20%. Aside from higher revenues, it pays to keep all your marketing assets congruent and feeling like a seamless whole for even more reasons:
- You’ll earn and keep the trust of your customers. A top MAM solution like RevBase will help you keep all marketing and sales messages organized and in line with each other, yielding more cohesive communications. As a result, customers will feel comfortable interacting with your brand…and they’ll trust you more as they move through your sales funnels.
- You’ll fend off the competition. The more your customers feel aligned with your distinct brand — all through the organized, cohesive content you’re putting out — the less they’ll feel inclined to see what else is out there.
- You’ll eliminate confusion. Clear, harmonious messaging leaves no doubt about how your products work and how to buy. Plus, with a great marketing asset management solution like RevBase, you can publish key content for consumers either directly through your website, or give your salespeople access to it so it can be shared at the right time…all leading to less confusion and an easier glide path to the sale.
- You’ll promote a sense of transparency. Consumers like buying from brands they can trust. Consistent messaging helps your brand feel more honest, which gives your prospects more comfort throughout the buying cycle.
Don’t overlook the powerful impact your content can have on the perception of your brand. By using a top tool like RevBase to organize and maintain supervision over it all, you’re much more able to ensure consistency in your messaging — and build a brand that buyers identify with.
3. It Facilitates Stronger Bonds With Dealers, Builders, and Installers
As a building materials manufacturer, some of the most important relationships within your business ecosystem are those with your partners on the ground: the local dealers and contractors that are listed on your locator page.
Sharing your sales and marketing materials with them (such as your brochures, sell sheets, and product catalogs) and encouraging them to share the info with customers will not only help sell more of your product. It will make those local partners more money, too.
In turn, they’ll be more inclined to repeat the practice, which strengthens the overall business relationship.
Marketing asset management, and in particular a platform like RevBase, is indispensable for this. You’ll be able to distribute more assets to local partners with ease, and you’ll be fulfilling one of the cornerstones of strong channel partner communication: sharing effective assets that are mutually beneficial to your brand and the local business.
When customers show up at the cash register at a local dealer and ask the salesperson about the difference between your product and a competitor’s, the sales rep should be equipped with brochures, sell sheets, and anything else needed to make a compelling, persuasive case for your brand.
With RevBase, you can make your most effective sales tools instantly downloadable, so that dealer reps and contractors can share them on any mobile device. You can also allow dealers to request bulk copies of printed collateral.
By doing so, you’ll boost your local partners’ effectiveness as ambassadors of your brand. Enable them to be apt communicators, bring them more sales, and you’ll earn their loyalty for months and years to come.
4. It Leads to Increased ROI From Marketing Assets Over Time
Ultimately, there’s one metric that determines the usefulness and value of your marketing and sales content: how well it performs in terms of producing sales.
Joint research from Demand Metric and Seismic found that only 25% of B2B marketers were able to precisely determine the ROI of sales assets, and often couldn’t tell whether those content pieces were good or if they were even being utilized. This doesn’t have to be the case — and shouldn’t, if you care about plugging holes in your revenue generation.
Smart MAM processes backed up by the right tech will help you create valuable content from the get-go, and then help you track it over time to ensure its success in producing sales. After all, this kind of measurement is the only way to truly know whether the content is meaningful to your business’s growth.
As discussed above, RevBase is a second-to-none tool for getting the most out of your content, and particularly for raising the business income you’ll get in return for producing and distributing it.
As a side effect of sharing higher-ROI content at a higher clip…
- You’ll get a clearer, more accurate picture of what customers respond to. You’ll know exactly what messages should be brought into future iterations of sales content, and which ones to leave behind.
- You’ll get a higher ROI out of your channel partnerships. Your dealers and contractors will understand the selling points that are most effective and will use them more often in customer communications…because that will result in a win for them as well.
- You’ll get better returns on your sales staff’s time and effort. When your reps can share better content, they’ll have smoother sales conversations, answer questions more fully, and close deals faster than before. That makes for a happier, more productive sales force.
It might not seem like software that organizes your sales collateral can produce greater financial returns. However, a MAM platform like RevBase is much more than just a content repository. It’s a one-stop shop for collaboration, refinement, and quick distribution of the best sales material your company produces.
By using all of its powerful features, you can close the loop between content utilization and sales, revamp your whole approach to producing and refining sales collateral…and watch as the numbers prove the value of your efforts.
Marketing Asset Management Offers Key Advantages that Building Materials Manufacturers Shouldn’t Ignore
It’s one thing to have well-written marketing and sales assets that describe your products and promote your brand. It’s another thing entirely to make sure they’re actually working for you.
For any building materials manufacturer looking to get savvy about sales in the digital era, marketing asset management backed up by first-rate tech is the solution.
It’s the one way you can be sure you’re collecting, sharing, and efficiently utilizing the best sales-driving collateral at all times, no matter how large your brand’s footprint, or how many customer conversations your staff has to handle every day. To achieve this, look no further than RevBase.
Using RevBase to manage your content can lead to fewer headaches and greater efficiency, as well as some larger organizational benefits that you won’t want to go without: stronger internal cooperation, reinforced local business partnerships, a more cohesive brand, and a greater return on investment on every single piece of collateral.
If you want to take your sales process to the next level, schedule a demo of RevBase and see what’s possible for your business!