Best Practice Solution Set for Building Products Manufacturers

Automation Drives Channel Marketing Success

Building products is industry-driven primarily through channels – distribution, dealers, contractors, and builders.  Success emerges from maximizing awareness, preference, and loyalty in the go-to-market game.  With the diversity and fragmentation of the channel to market, it’s virtually impossible for sales teams to touch every point of contact; that makes effective use of marketing automation a key method to differentiate; it’s a force multiplier.

Value-Driven Engagement with Marketing Automation

Many building products manufacturers bombard their channels with generic messages, which makes them easy to ignore. Don’t settle for being white noise in the background. Use Salesforce Marketing Cloud to cut through the clutter, delivering tailored, timely messages that resonate. 

  • Build Loyalty:  With plenty of choice in the market for most product categories, you drive preference through delivery of value. And your audiences won’t recognize all the things you can do for them … if you don’t tell them.
  • Nurturing Existing Customers: Send monthly updates on generated leads or exclusive intel on regional projects—it’s about value.
  • Exclusive Programs: Make your top partners feel elite. Offer them deals that speak, “This is just for you.”
  • Stay Ahead: Keep partners in the loop. Highlight upcoming
Get Those Leads OUT and Make Every One Count

Picture this: A homeowner finds your product and is eager to purchase, but then…silence. That excitement turns to frustration as they wait for the contractor’s response, and you feel a potential sale slipping away. Lost leads hurt you more than your bottom line—they can damage your brand. Take action to make your lead process more engaging and efficient to close more deals. 

  • Direct Input: Using Salesforce and Pardot, instantly capture leads from any online form, streamlining them into one central system for real-time data collection. 
  • Immediate Response: When a homeowner makes a move, let them know they’re not just a drop in the ocean. Use Salesforce to send a tailored auto-response, reassuring them that you’re handling their inquiry. 
  • Smart Pairing: Salesforce isn’t just a tool; it’s your ally. Its algorithms analyze homeowner needs, contractor location, project specifics, and contractor expertise to find the best match. No guesswork, just precision.
  • Quick Connect: Time is of the essence. Once you have a match, auto-send an informative email to homeowners introducing them to their best contractor options. At the same time, ping those contractors so they can prepare to engage.
  • Securing Engagement: Before giving out all the juicy details to contractors, get a commitment. It ensures they have skin in the game and are primed to act.
  • Keep the Loop Closed: Communication shouldn’t be a one-time thing. Regularly ping contractors for updates on lead outcomes. This feedback isn’t just data; it’s the goldmine that lets you refine and perfect your distribution strategy.

Build a Solid Data Foundation

It’s a bit ironic, but marketing users of a CRM actually care more about data quality than sales does. That’s because to truly excel in channel marketing, you need really complete and accurate data at your fingertips—without it you can’t target the right people with the right messages at the right time. Make data hygiene a foundation of your programs:

  • Regular Audits: Keep your Salesforce database in check—identify inconsistencies and outdated entries, ensuring you’re always reaching out accurately.
  • Seamless Integration: Centralize. Automate. Repeat. Bring all data sources under one roof in Salesforce and let automation keep things clean.
  • Empower Your Team: With proper training, ensure everyone’s on the same page, maintaining clean, accurate data at all times.

Make Sure YOUR Trades Are Findable 

Nothing kills a sale faster than a customer not knowing where to purchase. With the Hunley Locator powered by Salesforce, erase this gap:

  • Guide customers to the nearest trusted dealers and contractors.

  • Regular updates ensure the information is always up-to-date, making it a reliable tool for customers.

Channel marketing success isn’t about reinventing the wheel; it’s about maximizing every touchpoint in the buyer’s journey. By prioritizing data, personalizing outreach, streamlining purchasing avenues, and optimizing lead engagement, building products manufacturers can realize their full market potential. With the right strategies and solutions in place, your products will find their way to the right people, every time.

Transformation starts here