Let’s imagine that you’re a Marketing Manager in a corporate office and are responsible for delivering timely, relevant and on-brand content to prospective buyers. You’d typically do that by creating, producing and distributing marketing materials that the sales team would then distribute as needed. Sounds reasonable. Now let’s imagine your corporation owns several different brands that each have a unique target audience, different messaging and, therefore, different collateral needs. Add in the fact that new communication channels seem to be added everyday and the job just became infinitely more complicated.
These days, situations like these are quite common. In the past, fulfilling this demand would require multiple resources and a large headcount. With sales enablement software, features like automated quote builders, campaign automation and digital catalogs, help to streamline sales execution and increase productivity.
In this post, we will explore use cases for different industries and highlight how sales enablement platforms help manage multiple brands.
The Manufacturing Industry
Manufacturing marketing still tends to operate more traditionally than other industries. Trade shows, printed catalogs and in-person sales calls are frequently used to build business. While it may not seem like an industry ripe for new marketing technology, with constant acquisitions and competitor buyouts, sales and marketing teams are finding themselves juggling multiple brands at once.
Sales enablement platforms are simplifying the process of managing more than one brand by allowing portals to be built for specific groups of users. If one brand uses specific materials, marketers can be sure that they will only have access to what they need. Instead of having to sift through potentially thousands of marketing materials, salespeople can go to their specific portals and quickly find what they need– which is a win-win for everyone.
The Franchise Industry
One of the biggest differences between franchise marketing and traditional marketing is that any material - whether it be a print ad, a radio script or an in-store collateral piece - needs to be instantly scalable and applicable to multiple markets. When multiple brands are added into the mix, it’s even more important to have the right technology in place to keep it manageable.
When handled manually, marketing for multiple brands in the franchise industry quickly becomes an all-consuming task and can limit the role of marketing to a more reactive function rather than a proactive and strategic one.
The Financial and Mortgage Industries
For a mortgage loan officer working under a larger corporation, not only are you operating under a corporate brand identity, but you are also building your own business and need to create your own identity. For the marketing teams trying to create those materials, it can quickly become overwhelming. Similar to other industries, acquisitions can bring in new brands to manage, but also highly common is the use of DBAs. Many loan officers choose to have their own name for their specific branch, which can mean an unlimited number of brands to manage.
If the branch is large enough and generates enough business, some DBAs are treated like their own company. A sales enablement platform can separate all of the materials specific to that particular business and only be viewed by the employees associated with that branch. That way, the marketings materials that are relevant to that part of the business are easily accessed by those who need them.
The Medical Device Industry
We know that the medical device industry is fast-moving, highly competitive and based strongly on personal relationships. Communications needs to be targeted and efficient, otherwise they get lost in the sea of competition. Additionally, marketing managers in the medical device industry don’t typically have the luxury of being able to focus only on one product or brand. The company will usually have multiple products that solve various problems - which means different audiences and different messaging.
With how quickly businesses must move in this industry, it’s no wonder that sales enablement platforms are being adopted at such a fast pace. Different messages can be pushed through multiple channels at once and content can be designed specifically for the intended target audience. Collateral can be customized for local markets and confusion can be avoided by limiting access to the teams that need it.
Over the last few years, we have seen that a sales enablement platform saves time and helps both your sales and marketing teams operate more efficiently. Managing multiple brands can be a complicated task - different audiences need to be reached, more materials need to be created and distribution becomes more complicated. Fortunately, technology is making those processes much more manageable so both sales and marketing can free up time to focus on more important things, like taking care of your customers and growing your business.
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