How to Market a Construction Company: A Complete Guide

How to Market a Construction Company: A Complete Guide

How to Market a Construction Company: A Complete Guide

Building a marketing plan or marketing strategy is never an easy task. When you’re marketing an entire construction company, there is so much to consider. Many construction companies have succeeded for decades based on word-of-mouth referrals and name recognition, and are just now finding that it’s not working as well anymore. 

The problem is, consumers are starting to trend away from making a purchasing decision based solely on referral, and construction companies without a solid digital presence are starting to fall behind. 

If you’re looking for ways to market your construction company using new tactics like digital and inbound marketing, this is the guide for you. 

Part resource and part article round-up, this complete guide to marketing a construction company will cover everything you need to know to start marketing to the modern consumer.

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Identify Your Target Market

Before you start any kind of marketing effort, it’s absolutely imperative that you know who you’re marketing to.

For construction companies especially, identifying your target market is essential to getting more of the right jobs. 

I’ve talked about Why Contractors Should Know Their Target Market before, so I won’t go too far into it. I will say, if you’re frustrated that your construction company can’t seem to break into a higher market, this is the step that will help you break that cycle. 

Typically, construction companies get busy taking every job that comes up. While that’s necessary when you’re starting out, it can hold you back from business growth once you’re more established. 

Start marketing your construction company to the leads and projects you want. Identify: 

step by step guide to defining your buyer persona
  • Your ideal project budget range
  • What kind of construction you want to do
  • Who is the decision-maker for that project
  • Who might be doing research and collecting bids for that decision-maker?

All of those answers combine to make up your target market. You can further refine your target market into specific buyer personas

This is a critical step in marketing any construction company. If you want to get bigger, better jobs, you have to know who is making the decisions for those jobs and create marketing strategies and content that speak to them. 

Understand the Basics of Digital Marketing

Once you understand who your target market is, you can get started marketing to them.

But, to do that, you kind of have to know how to market to them. 

If your construction company is working hard to revamp your marketing strategy, it’s important to have a solid understanding of general digital marketing best practices. 

Many construction companies are used to more traditional marketing methods, like print advertising, that just don’t deliver the results you’re looking for. To develop a marketing strategy that puts your construction company ahead of the competition, start with a few basics: 

Familiarize yourself with terms and tactics like: 

I get that this might seem overwhelming. It’s an entire marketing methodology, after all. It can be daunting to scroll through all of those terms and tactics, but I find it helpful to keep one thing in mind. 

The key to any successful marketing strategy is putting your customer front and center, at all times. 

If you are taking steps to improve your website and your digital presence in a way that will be helpful for your ideal customer, you’re on your way to a marketing strategy that delivers results. 

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Set Some Goals for your Construction Company

There’s just one more thing to do before you start digging into the real work of developing a marketing strategy for your construction company. 

Set some goals. 

I’ve talked about goal setting in way too many blogs to count, so check out a couple of these blogs for more info on exactly how to set effective goals. 

The point here is that you won’t know if your marketing tactics are successful unless you have some way to measure them. 


Setting goals also helps guide your marketing strategy and can make an overwhelming marketing methodology feel more manageable by identifying exactly the tactics you need to invest in to reach your goals. 

When you set specific, measurable goals that define what success looks like to your construction company, that “where to start” piece just falls into place. 

For example, let’s say your goal is to grow your construction company’s digital presence. You’ve decided to define that by the traffic numbers your website sees. 

If you want to grow your website traffic by 20% in the next six months, it’s not too hard to figure out where you need to start. You need to invest in marketing tactics that draw people to your website. 

By defining your construction company’s marketing goals, you can easily zero in on the marketing tactics that can deliver that success. 

Start Marketing: Key Tactics Your Construction Company Should Focus On First

With an established target market, a confident understanding of digital marketing tactics, and solid goals for your construction company’s marketing strategy, you’ve got everything you need to get the ball rolling. 

At this point, you’ve done most of the hard work. Even though marketing might sound intimidating, remember that you’ve already done a lot to make getting started manageable. 

Start with the tactics that will push your construction company to the goals you’ve set. Take each tactic one at a time, and you’ll quickly build up to a solid marketing strategy that can generate leads for your construction company

In this section, we’ll cover 6 marketing tactics that can deliver the growth you’re looking for. Jump to the sections that best fit your marketing goals, or run through these in order to get a more comprehensive sense of how to effectively marketing a construction company: 
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Local SEO is Critical For Most Construction Companies

Local SEO is critical to most construction companies, because you likely work in a certain geographical area. Whether you have crews in one area, or you have a few locations, you need to show up in local searches. Why?

Let’s think about your buyer’s journey. 


What do you think most people are going to search for when they’re looking for a construction company or contractor?

If you guessed, “construction companies near me”, you’d be right. 

You need to nail your local SEO to show up in those critical searches. 

Not sure where to start with local SEO? Here are a few must-make improvements to take care of right away:

  • Claim your Google My Business Listing
  • Claim your Facebook page if you haven’t already
  • Make sure your name, address, and phone number are consistent across platforms
  • Have a dedicated section on your website that clearly outlines where your offices are located, and what regions you serve. 

Once you’ve got those taken care of, check out these resources for more info on beefing up your local search presence, from why it’s important to how to do it, the right way. 

Shape Up Your Construction Company’s Website

If your website isn’t working, there’s no digital marketing effort in the world that will get you the results you’re looking for. 

Nearly every digital marketing tactic revolves around the functionality and success of your website. 

Think of your website as your construction company’s digital office. 

Every marketing tactic you employ, from social media marketing to content development and even paid advertising, is designed to drive people back to your website, where they can call you, fill out a form, or learn more about your services. 

If your website doesn’t work or isn’t optimized for those visitors, your construction company’s marketing strategy will inevitably fall flat. 

Not sure if your website is working for you or not? We’ve got a tool for that. 

brutally honest website checklist

This checklist will tell you — in no uncertain terms — where your website is looking good, and where it needs some improvements. 

From there, you can start to make improvements that will move the needle on your construction company’s marketing goals. 

Implementing landing pages and calls-to-action will help you convert more site visitors. 

Optimizing your site for SEO will help draw in more of those site visitors. 

These resources can help you implement changes that will drive results: 

Like any aspect of your construction company’s marketing strategy, it’s best to start small. 

Spend time updating a few key pages of your website, and let them start working for you. You can always make improvements as you go, but it’s most important to get something good out there as quickly as possible. 

If you’re having trouble settling on implementation, and your team is dragging their feet on making website updates, I’d encourage you to check out Growth-Driven Website Design. It’s a great way to get your marketing strategy up and running in a way that truly delivers results. 

Content Marketing to Boost Your Construction Company’s Authority

inbound marketing vs content marketing

Any quality digital marketing strategy makes use of content marketing

It’s the best marketing tactic you have to: 

  • Improve brand awareness
  • Draw in more visitors to your website

Content marketing can also help to nurture leads through their buyer’s journey and position you as an authority in your market. 

Inbound content marketing is about delivering the relevant information your ideal customer is already searching for. 

By providing helpful answers to the questions your ideal client is asking, you start to build trust while pulling them into your website. 

The more people you have on your website, reading your amazing content, the greater your potential to convert leads. 

While content marketing is a simple concept at its heart — write great content, get great leads, there’s a lot of thought that goes into what and how to write that content that will deliver the results you’re looking for. Here a few resources to get you started there: 

Social Media to Increase Brand Awareness in Your Target Markets


If content marketing is how you draw in new traffic and qualified leads, social media is how you amplify that content and your brand to increase your reach. 

Many construction companies feel that, since your industry is more professional, you don’t really have a place on social media platforms. 

That’s simply just not true. 

Regardless of how professional your projects are, the people who are in charge of planning them and signing off on them are people. 

And most people have social media accounts. 

Social media is a rich platform to grow brand awareness for your construction company, helping you reach more people and gain a better position in your industry. 

The key to doing social media right, like any other aspect of marketing a construction company, is starting small. 


Pick one social media platform that you know your company can do well on. In general, we’d suggest Facebook or Instagram for a construction company, although LinkedIn could also be successful. 

  • Take the time to get to know that platform and build a following. 
  • Share posts and content from other industry leaders that’s relevant to your ideal buyers
  • Share your own content
  • Post regularly — at least once or twice a week

When you start to see success with that first social media platform, then you can begin to branch out. But take the time to really experiment and understand one platform first. When that’s working to deliver leads, you know you’ve got what it takes to try another platform. 

If your construction company is struggling to increase your brand awareness with social media, these articles can help you better connect with your audience. 

Paid Advertising to Draw in More of the Right Traffic, Right Now

Okay, so your content marketing strategy is drawing people in. 

Your social media strategy is amplifying your voice and expanding your reach. 

Your website is optimized to convert leads when they get there. 

And your local SEO is putting you front-and-center for relevant local searches. 

What could possibly be left?

Paid advertising. 

Now, yes, this is technically not marketing, it’s advertising, but it’s still an important component of your construction company’s marketing strategy. 

When implemented properly, paid advertising can give you that extra leg up against the competition. Paid ads: 

  • Put you ahead of the competition
  • Get you in front of ideal leads who are ready to buy
  • Can help deliver leads now, while your organic marketing strategies start to gain traction.
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But, the kicker with paid ads is of course you’re paying for them. So it’s really important — no matter how big or small your budget — that you’re putting in the time to develop a solid paid ads strategy. 

For construction companies in particular, paid advertising can be especially competitive. Many construction pros spend money on the same popular key terms and phrases, which can drive the cost of your campaigns up. 

The hack here is to take the time to do a competitive analysis.

What keywords are your competitors bidding on? Are there long-tail keywords they might be missing?

A competitive analysis can give you a great picture of what other companies like yours are doing to draw in more of the right leads. But, it’s important to remember that you shouldn’t bid on a keyword just because your competition is. Choose keywords that make sense for your company and your goals. 

Construction companies also struggle to decide on a reasonable budget for their ad campaigns. How much should you be spending, and what should your results look like on that budget?

EB Google Ads Benchmark Monthly Spend

Check out our Google Ads Benchmarks By Industry article for real-life answers to those questions, based on the work we do for construction companies just like yours. 

For more info on getting started with paid ads, from Google and paid search to paid social media advertising, check out these resources: 

Email Marketing to Automate Lead Nurturing

While most of these construction marketing tactics have been geared at drawing in more of the right leads, what do you do about those leads who are a good fit, but just aren’t ready to make a purchase?

You email them. 

Email marketing is one of the most effective marketing tactics your construction company has to reach out to people you know are qualified leads and help pull them through the buyer’s journey. 

Inbound marketing is focused on the successful tactic of delivering the right message, to the right person, at exactly the right time. 

Email marketing is one of the most effective ways to do that. 

Everyone you have on your email list is someone who has given you their email address. 

That means, to some extent, they are interested in your construction company. 

You can leverage those leads successfully by implementing an email marketing strategy. Here are a few tips to help you build out an email marketing strategy that works:

How to Market A Construction Company: Bringing it All Together

So there you have it. A complete guide to marketing your construction company. 

I know we covered a ton of topics and tactics, so it’s worth a quick wrap-up. 

No matter where your construction company is in the marketing process, whether you’re just now starting to transition away from traditional marketing, or you’ve been optimizing your website for the past month, remember that analysis and optimization are always the keys to your success. 

You can implement every single one of these marketing strategies, but if you never look back to analyze your results or optimize future campaigns, you’re unlikely to reach those goals you set out at the very beginning of your marketing campaign. 

Take a little time out of each month to look back on the previous month or quarter’s success. What worked? What didn’t? Are there improvements you can make? Is there a marketing tactic your construction company just can’t seem to make work?

Just taking an hour a month to analyze your past results, and apply your findings to new campaigns can put you heads and tails above the competition. 

There’s a lot that goes into digital marketing, especially for construction companies. While starting a  brand new marketing strategy might feel daunting, just take it slowly, step-by-step, and you’ll start to see results that bring you closer to your goals. 

Not sure if digital marketing is worth the work? Check out this case study:

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Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Conversational Marketing: What It Is and Why You Need It

Lately, it seems like all anyone’s talking about in the inbound marketing world is conversational marketing. If you’re new to conversational marketing or are thinking about doing more with chatbots, live chat, or SMS marketing at your company, this blog is going to cover what you need to know to get started.

From what conversational marketing is, to why you should care about it, we’re going to cover it all. Plus, if you stick around, I’ll even give you two easy ways to get started with conversational marketing right now

Let’s jump in:

What is Conversational Marketing?

Conversational marketing is a marketing strategy that prioritizes one-to-one interactions between a company and a lead. The kicker is that conversational marketing should always happen on the lead’s schedule. It’s a way of connecting with your leads and prospects in the most frictionless way possible — on their schedule and in the medium that is most comfortable for them.  

If you think of chatbots when you think of conversational marketing, you’re right. But conversational marketing is also a whole lot more than just chatbots. 

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What Apps, Platforms, and Features are Considered Conversational Marketing Tools?

Any marketing tool or messaging platform that allows you to connect with a lead or customer one-on-one is conversational marketing. The proof is in the name — conversation. That means that yes, chatbots are certainly one form of conversational marketing, but they’re not the only tool. Other forms of conversational marketing might include: 

  • SMS marketing — directly connecting with leads and clients via text. 
  • Social media messaging — another way to connect directly with leads and prospects.
  • Slack channels — allowing promoters and visitors to share their questions, concerns, and positive interactions together in one spot.

Conversational marketing is a broad term. It encompasses any type of marketing that is a direct one-on-one conversation between you and a client or lead. For this article, we’re going to focus on pretty obvious examples of conversational marketing, like live chat, chatbots, and SMS messaging, but it’s good to know that the term can encompass much more. 

3 Reasons to Care About Conversational Marketing

Now that we know what conversational marketing is and what it looks like, why would you use it? Do you actually need conversational marketing?

Well, let’s think of it this way —  do you want more leads?


Do you want to shorten your sales cycle?


Yup. Thought so. 

While conversational marketing shouldn’t take the place of your other marketing strategies — your content marketing, social media marketing, or email marketing — it’s an amazing supplemental tool that enables you to speak directly with your leads and solve their pain points at exactly the right time for them. Let’s take a look at three reasons you should care about conversational marketing. 

01. Connect with your customers on their schedule

We know that the most effective marketing is marketing that delivers the right message, to the right person, at the right time. 

Conversational marketing is a tool that puts you directly in front of your leads and prospects whenever they’re most engaged, whether that’s at 7 am over their first cup of coffee, or 10 pm when they’re clicking around while watching TV. 

We’re so glad you asked. We’re proud to say that our company has grown more than 60% year over year for the past few years. And we did it using our own marketing strategies. Since we know how to make growth happen, and we’ve done it, both for our clients and for ourselves, we think it’s time to take that info on the road.

When automated chatbots can answer commonly asked questions or provide more information on a topic the lead is already searching, conversational marketing is a way to nurture leads 24/7. 

02. You gain insight into your customer’s wants and needs

Yes, conversational marketing is an exceptional tool for nurturing leads. It can help cut downtime in the sales cycle and supports your sales team even when they’re off the clock. 

But, conversational marketing is also a great tool for your marketing strategy. 

Conversational marketing tactics, from chatbots to SMS messaging tell you quite a lot about who your customers are, and what they want from you. 

There’s a wealth of data to be gained from any conversational marketing campaign, including: 

  • Where your customers are. SMS marketing means you have your customer’s phone numbers. For companies that serve large regions, this can tell you in what areas you’re seeing the most engagement. 
  • When your customers are most engaged. By implementing conversational marketing, you can see when the best time is to engage with your customers. Maybe you get the most chatbot submissions late at night. Or you get a lot of Facebook Messenger inquiries around noon. That’s useful information you can use to better tailor your email marketing delivery times, and even when your sales team makes outreach calls. 
  • What your customers want to know. When your customers are asking their questions in chatbots and through messaging apps, you have documentation of the questions they’re asking most often. You can use this data to inform a more successful content strategy. 
  • Common problems or pain points your customers are experiencing. Conversational marketing can help you identify the areas where leads or prospects are running into problems with your product or service, or what problems they’re looking to solve. 

03. Build relationships with reliable positive interactions

There’s a classic marketing statistic that says it takes anywhere from 6-10 touches with your company for a lead to make a purchasing decision. 

In each of those 6-10 touches with a lead, they need to have a positive experience. Every time they encounter your company, from your messaging to your marketing and sales interactions, your email marketing, and even your content marketing, the message you deliver should provide a positive experience and some sort of value for the lead. 

Conversational marketing is an exceptional way to build customer relationships by delivering reliable, value-added positive interactions. Basically, you need to make those leads like you.

And you do that by delivering the information they want or that is helpful to them.

If you’re implementing conversational marketing in a way that is enhancing your customer’s experience with your company — rather than being disruptive — you’re helping move that lead towards a sale.

Conversational marketing is inherently nurturing if you’re doing it right.

You are connecting with each customer on a one-to-one level which is very much a relationship-building interaction. When you’re solving each lead’s specific and personal pain points with great content and helpful service, you’re building those positive relationships that will not just lead to a sale, but that can also convert that customer into a promoter for your brand. 

2 Easy Ways to Implement Conversational Marketing Right Now

So we’ve talked a little bit about what conversational marketing is, and why it’s useful. If you’re interested in implementing conversational marketing, but aren’t sure where to start, here are two easy ways you can get started now. 

A Welcome Chatbot

Live chat can feel a little intimidating if you’re just starting your conversational marketing campaign. Take it down a notch by just building a “welcome” or “sign up for our newsletter” chatbot that can go anywhere on your site. 

First, choose a chatbot you like. No surprise, we like HubSpot’s chatbot options. You can also implement Facebook Messenger for free on your site, and there are a host of free options available online. 

Next, build out a little bit of content. 

Welcome Message

Make it clear that your users are talking to a bot.

(There’s a misconception that people don’t like talking to bots. The truth is that people don’t like talking to bots that are trying to pretend they’re people. Just be honest.)

“Hi, I’m Evenbot! Welcome to the Evenbound Website.” 

EB Chatbot Page Real Estate
EB Chat Icon
EB Chatbot Welcome

Create an Action

If this is a welcome bot or a newsletter bot, that’s pretty simple.

“Would you like kick-ass marketing tips delivered right to your inbox once a month?”

Then hit them with Yes and No button options.

If They Click No

Your response should pleasantly end the conversation.

“Sounds good! I’m here for you if you run into any questions. Just type “Hey” to start a new conversation.”

EB Chatbot no
EB Chatbot Yes

If They Click Yes

Now is your time for a soft conversion.

“Great! I just need to know where to send your monthly marketing tips. What’s a good email address for you?”

Tada! Chatbot created and visitor converted. 

Put this chatbot on a few of your highly-trafficked pages — your homepage, your blog, or your services page — and see how it performs. 

As you get more comfortable with your chatbot, you might consider implementing more personalized chatbots, or even a live chat. 

SMS Marketing

SMS marketing sounds scary, but it’s actually pretty simple. If you look at SMS marketing as a way to provide better service to your customers, you’re already starting on the right foot.

For example, let’s say someone makes a purchase. When you collect their phone number as they make the purchase, ask if they’d like text updates on the status of their order. 

When they opt-in, they’ll get texts about their order, like when it’s shipped, what the tracking number is, and when their order is out for delivery. That’s an awesome value-add that many people would love to have. 

Then, down the road a few months, you can send them a text with an exclusive promotional order for a complementary product or service. 

SMS Marketing Opt-In Example

This is a great example of SMS marketing done well. After I opted in to get text messages with this swimsuit company, see what they sent. 

A free shipping promo, and a promise that they’d only send texts with big news or deals. That’s a level of interruption most consumers can handle.

SMS Marketing Promo Example

Allowing clients to schedule meetings or appointments by text is another great way to remove some of the friction in your customer’s sales cycle. 

SMS Marketing Appointments

SMS Marketing Appointment Booking Example

This is another cool one. I needed new skates. The local pro shop had a quick click-to-text feature on their site. I sent a message about what I was looking for, and the manager got right back to me. 

Rather than having to stop in when the shop was busy or closed, I set up a time to come in and visit that was convenient for me. I’m happy and they got a new customer. 

The best ways to implement SMS marketing are ways that make your lead’s life easier. If they don’t want to talk on the phone, or if they don’t like searching for your message in a messy inbox, a text message gets them the information they need in a very accessible way. 

Just make sure you’re not using text marketing to blow up a customer’s phone or to engage in disruptive marketing. If you’re constantly sending promotions or trying to make the hard sale through an SMS message, you won’t see results. 

Use SMS marketing as a complement to your sales team’s efforts, and put the responsibility on the customer to decide that SMS is the better method of communication for them. 

Whether you decide to build out your first chatbot or start encouraging leads to book their appointments by text message, conversational marketing is a powerful tool in any company’s marketing and sales toolbox. If you’re not sure how to implement things like chatbots or instant messenger features, Evenbound would be happy to help

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3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

3 Manufacturing Marketing Strategies That Drive Sales

Quality manufacturing marketing strategies can be a struggle to find and implement. For many manufacturing companies, marketing is only recently necessary. In decades past, you probably relied primarily on word-of-mouth referrals, and for the most part, you still do today. The problem is that fewer of your ideal buyers are relying solely on word-of-mouth referrals.

Maybe you’ve recognized that you need to grow your position and presence in your market. Maybe you’ve noticed that competitors have a more prominent digital presence than you. 

Whatever the reason, there are a range of manufacturing marketing strategies you can use to draw in more of the right leads and shorten the sales cycle. If you’re looking for ways to grow your manufacturing company, these three manufacturing marketing strategies are proven to help you close more of the right deals, faster. Let’s take a look. 

01. Align Sales and Marketing Teams

Marketing isn’t a new concept for most manufacturers, but it does tend to be a tricky one. Many of the manufacturers we’ve worked with here at Evenbound either: 

  • Don’t have a marketing team. They have a few sales people who take the lead on some marketing initiatives, like developing mailers, brochures, or updating the website, but they don’t have a dedicated team of marketers supporting the manufacturing company. 
  • Have a marketing team that functions separately from the rest of the company. Marketing has its own department that doesn’t often interact with sales reps, product engineers, and more.

Both of these strategies are understandable — in the past they’ve worked well. But neither strategy is winning you sales today. 

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Today, any consumer, including the buyers and purchasers your manufacturing company so often sells to, is inundated with marketing and sales messaging. That means it’s more important than ever for you to absolutely nail any marketing message that’s going out into the world. 

Sales and marketing alignment is the first step to setting your manufacturing company up for marketing that drives sales. 

Since we have so much content out there already, I won’t go too far into it. When you’re on board, check out some of these other blogs we’ve got up on the site:

I will mention a few key points though. 

Sales and Marketing Alignment: Why it Works for Manufacturers

Sales and marketing alignment isn’t some huge, scary thing. It’s just getting your marketing and sales team in the same room, so they can share their separate experiences and expertise with the other team. 

When your sales and marketing teams are in the same room they can decide together: 

  • Who to market to
  • What a good lead looks like
  • The best methods to draw those great leads in
  • How to work together to nurture and close those ideal leads

Sales and marketing alignment is a manufacturing marketing strategy guaranteed to boost sales. 

When you have a dedicated marketing team who understands what leads are the most attractive to your sales team, they can implement manufacturing marketing tactics and strategies that work to pull that ideal lead in. 

02. Account-Based Marketing

When it comes to manufacturer marketing, it’s not uncommon to market to a small pool of companies. We often find our industrial manufacturing clients know exactly who they want to sell to. Especially if you’re selling a niche product for a specific market, you likely already know the key industry players. 

That’s why Account-Based Marketing is such a useful manufacturing marketing strategy. 

What is Account-Based Marketing?

Account-Based Marketing (ABM) is a hyper-specific marketing strategy that focuses on targeting marketing efforts to key accounts, rather than marketing to a large group of potential prospects or to a more general industry. Check out this handy ABM diagram from the team at Intercom for a visual: 


When you use account-based marketing as a manufacturing marketing strategy, you do the work of identifying key companies and accounts that you know would be a great fit for your product or service.

Then, your marketing team gets to work developing highly-targeted marketing content that’s addressed to the five or six stakeholders at that company. These are the people who are most likely to make the decision to go with your product over a competitor’s. 

Why is Account-Based Marketing An Ideal Manufacturing Marketing Strategy?

While ABM doesn’t work for everyone, it’s a great manufacturing marketing strategy, especially for heavy industrial manufacturers who know exactly where they want their products placed. The benefit for companies like this is that you’re putting all of your marketing efforts into accounts that you know can deliver significant returns. When you close, ROI is known and significant. 

The benefit of ABM for manufacturers is that you’re only spending time and resources on the accounts you know can convert and deliver ROI for your company

03. Inbound Marketing for Manufacturers

The third manufacturing marketing strategy here won’t come as much of a surprise if you’re familiar with the Evenbound team. 

Inbound marketing is a smart, cost-effective, and proven manufacturing marketing strategy. 

If you’re implementing the other two manufacturing marketing strategies mentioned earlier, inbound marketing is only more effective. 

When your sales and marketing teams are aligned, and you have a clear picture of who exactly you want to market to, inbound marketing is a powerful tool for manufacturers

How Does Inbound Marketing Pair with ABM & Sales and Marketing Alignment?

Inbound marketing works to draw in the right, qualified leads to your website. By developing and putting out content that your ideal buyers are searching for, you pull them into your site in a way that’s helpful, rather than disruptive. Let’s take a look at how HubSpot visualizes inbound marketing: 


For more information about HubSpot’s Flywheel, check out our blog: Understanding the HubSpot Flywheel. 

When you become a part of your lead’s researching phase, you can then nurture that lead with more content and marketing and sales contact that helps them through their buyer’s journey. 

Then, when that lead is ready to make a purchasing decision, you’re top of mind. If you’ve been nurturing that lead, answering their questions, and providing the resources they need to make the right decision for their company, they’ll choose to buy from you. 

Does Inbound Marketing Actually Work for Manufacturers?

So that was a lot of information, but not a lot of data. Let’s look at some numbers to see if inbound marketing actually does work for manufacturers. 

This graph shows the number of sessions of a company that sells a very niche industrial manufacturing product. 


As the Evenbound team began to publish content and optimize the client’s website for search engines, you can see that their sessions — or the number of people coming to their website — began to rise. From October to March, that traffic more than doubled. 

Since we’re optimizing their site for keywords that are relevant to that manufacturing client’s ideal buyer, that increase in sessions represents a significant increase in the number of qualified leads making it to that client’s site. 

With more qualified leads coming to them, that client can now nurture those leads with email marketing, retargeting, and personalized sales interactions, to close more of the right deals, faster. 

I get it, that’s just one example. If you’re not sure these manufacturing marketing strategies really work, take a look at our previous work. We have a range of case studies that showcase exactly what we’ve done to deliver quality results for manufacturers. All of our case studies are ungated and free for you to look at whenever is convenient for you. 

But you can also check out this one and many others on Our Work page. 

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And if you have any questions about implementing marketing strategies like Account-Based Marketing or Inbound Marketing to drive sales for your manufacturing company, just give us a shout. We are pros at marketing industrial manufacturers, and we’d be more than happy to help you too. 

Construction Companies: 4 Ways to Align Sales and Marketing

Construction Companies: 4 Ways to Align Sales and Marketing

Construction Companies: 4 Ways to Align Sales and Marketing

There is a ton of information on the internet about sales and marketing alignment. A lot of it talks about opening up lines of communication. While that’s true, it’s not particularly actionable or specific. 

We’ve written quite a bit about sales and marketing alignment. What it is, what it can do for you, and how to use HubSpot to make it happen. What we haven’t talked much about are specific, actionable steps our clients can take to get sales and marketing on the same page. 

With this blog, I’m sharing 4 ways construction companies can align sales and marketing teams for overall business growth. 

If you’re not a construction company, don’t worry, I still have resources for you: 

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But if you are a construction pro looking for ways to boost that bottom line, here are 4 specific, actionable ways to align sales and marketing for overall company growth:

01. Leverage Sales Reps’ Direct Customer Experience

Let me guess: 

Your marketing team feels like they’re delivering the sales team leads that sales just doesn’t follow up on. Your sales team complains that marketing just isn’t sending them any good leads. 

Yeah, it’s that common. 

The solution? Leverage your sales reps’ experience working directly with customers on the job to better define your ideal leads and buyer personas. 

Here’s how that works.

Your sales team has inside information the marketing team needs. 

In the construction industry especially, it’s easy for sales reps to become distanced from the rest of the team. They’re often out in the field talking and working directly with customers, with little reason to head back to the office. 

But, your sales team has valuable information your marketing team can put to work for you and the sales team. They have first-hand experience working with your ideal customers — they know what they do, what their pain points are, what pushes them to close a deal, and what might stop them from closing. 

Sales should share key buyer demographics, challenges, and pain points with Marketing.

Here’s an example of a problem that can happen when marketing doesn’t use the sales team’s insider knowledge.  

The marketing team writes a buyer persona for a male general contractor in his 50s.

They say he’s the key decision-maker for your ideal type of large commercial building project. Marketing develops content with this buyer persona in mind and writes their monthly newsletter to him. 

But the sales rep who works with that type of project knows that the key point of contact is usually the general contractor’s head of administration, who is a woman in her 40s.

Even though the general contractor might make the final decision, sales knows that to be able to make a bid on the project, they need to first talk to that person in administration. She’s the person who reads marketing’s emails, and is researching for the content marketing publishes on the blog. 

This is a key problem for your marketing strategy. Marketing is writing to the wrong person, which means their content is unlikely to connect or resonate with the person sales needs to talk to. 

This is a pretty real example showcasing the importance of getting information from the sales team. The information sales gathers out in the field is exceptionally valuable to your marketing team. It’s all the data they need to put together specific, relevant buyer personas, and content to reach those buyer personas. But, if your sales and marketing teams aren’t aligned, it’s likely that this information doesn’t make it far beyond your sales team. 

If you’re working to align your construction company’s sales and marketing teams, leveraging your sales team’s direct customer experience is a great place to start. 

It gives both teams the information they need to collectively define what a qualified lead looks like, so marketing can start putting together campaigns that draw in those leads. When that happens, sales gets more of the leads they know they can close, and your marketing team knows they’re delivering leads that sales will follow up with.

It’s an essential step in sales and marketing alignment for growth, and it’s a key tactic for construction industries in particular. Your buyer personas are unique, and sales has valuable input that can guide the development of those personas, and the marketing content that generates the leads your construction company wants

02. Leverage Marketing’s Ability to Develop Lead-Nurturing Content

Solution #1 was geared at leveraging the sales team’s knowledge to help marketing. Solution #2 leverages marketing’s unique skills to help the sales team. Here’s how. 

Your marketing team’s job is to nurture leads to the point that they’re ready to send over to sales. They’re great at drawing in large volumes of leads, weeding them out, and converting the qualified ones into warm prospects who are ready to make a sale. 

Your sales team doesn’t rely so much on content as they do personal relationships. As I mentioned earlier, in the construction industry, most sales reps do their best work in the field. But, they likely have a few stucks. 

Maybe a warm prospect goes cold for no reason. Or the sales team finds that they’re consistently bidding on a specific type of project, and losing out in the final round. 

You can leverage your marketing team’s expertise at creating and delivering lead-nurturing content to address these sales concerns. 

A great way to align your sales and marketing teams is to bring in marketing expertise to create sales enablement content that can help sales nurture prospects through those key points of the funnel where they consistently fall out. 

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How to align sales and marketing to develop successful sales enablement tools. 

Get your marketing and sales teams in one room.

Have sales lay out the problems they consistently face. Whether it’s a specific type of buyer falling out of the sales funnel or the most common pain point that stops a prospect from converting to a sale, have sales explain the problem to the marketing team. 

Then, let both teams brainstorm what types of content would help solve this pain point.


Maybe it’s a quote calculator that lets prospects estimate how much their project might cost before they ask for a bid. Maybe it’s a nurturing email workflow that re-engages cold prospects, inviting them back into the sales funnel. 

Inviting marketing into the conversation is a key way to address these pain points in the sales process. Every sales team faces problems like this.

Your marketing team is well-versed in reaching out and engaging with cold leads. They can apply that same expertise to developing the sales enablement content your sales team can use to provide the right message, to the right prospect, at exactly the right time. 

03. Set Common Goals

In any industry, it’s easy for sales and marketing to feel at odds. In many construction companies, marketing and sales can feel like they’re competing against each other to find and convert the best leads. 

The best way to get everyone on the same team? Set common goals. 

I’ve talked about what SMART goals are and how to set them before, so I won’t get into the nitty-gritty.

I will say that setting common, overarching goals that both sales and marketing contribute to and are responsible for is a key way to effectively align your sales and marketing teams. 

This goes back to leveraging the strengths of both teams, too. 

For example, if sales is having trouble closing on a specific type of project, or if there’s a new product they’re not having any luck selling, marketing can create a campaign that promotes the project or product to those ideal buyers that sales has identified. 

The key here is that both marketing and sales need to have the same goals — whether that’s an overall revenue goal, or a SMART goal that breaks down how many leads marketing needs to bring in, and how many of those leads sales needs to close on. 

04. Establish Regular Sales + Marketing Check-Ins

If I’ve said it once, I’ve said it a thousand times.

And yes, I will only ever use this gif in the communication section of every blog. 

Jokes and SpongeBob aside, communication is the surprising key to effective sales and marketing alignment. 

It’s easy to overlook something so simple, but we see it constantly with our construction clients. 

Your sales team is out in the field.

They’re checking out job sites, talking to prospects, making product recommendations, and trying to pull in those jobs that will deliver the largest returns. 

Your marketing team is in the office.

They’re trying to think of creative ways to get your brand out ahead of the competition. They’re regularly creating emails and brochures, developing ad campaigns, and interacting with visitors and leads through your website’s chatbots.

When sales is out in the field, and marketing is back at the office, there aren’t a ton of opportunities for them to connect. 

Key ways to keep sales and marketing teams aligned. 

Set up a standing meeting. Even if you start with one single meeting once a month, it gives both teams the chance to connect. 

If possible, try to work up to a few short meetings a month, and then plan one strategy meeting a month. In the shorter meetings try and hit a few small things like:

  • Which leads sales closed on, and which weren’t great fits
  • What results marketing campaigns are delivering
  • Where sales is seeing the best leads come from
  • Which platforms marketing is seeing the most engagement with new leads

You don’t have to cover all of these points in every meeting, but just taking 15 minutes in a week for sales or marketing to give an update to the other team will go a long way in developing a true growth strategy for your construction company. 

If you can’t get sales reps into the office once a week, Zoom, Google Meets, and even an old-school conference call can get the job done. 

So long as there’s a time scheduled for sales and marketing to connect, you’ll be doing a lot of the work that can help your construction company align sales and marketing for more streamlined campaigns that pull in and convert more of the right leads and jobs. 

Sales and marketing alignment isn’t always easy. Especially for construction companies with remote sales teams and minimal marketing support, it can be tough to find the starting point.

If you have questions about aligning your construction company’s sales and marketing teams, send us a message. We’re here to help you develop a growth strategy that pulls in and converts more of the right leads. 

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What’s the ROI of Inbound Marketing?

What’s the ROI of Inbound Marketing?

What’s the ROI of Inbound Marketing?

Proving marketing ROI is not a new challenge. It’s something marketers have always tried to define and calculate, with varying degrees of success. In theory, marketing ROI is simple. 

The goal is to make more than a dollar for every dollar you spend marketing.

In practice, measuring marketing ROI is slippery. 

Things like brand awareness are hard to quantify, and traditional marketing tactics lack the closed-loop reporting you need to really put a number to your marketing ROI. 

Compared to traditional marketing methods, inbound marketing is much easier to track and measure, which means proving ROI is easier too. 

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If you’re new to inbound marketing, or are considering dipping a toe into inbound marketing tactics, it’s likely you (or your boss) want to know what the ROI of inbound marketing is before you jump in.

Let’s dive in. This blog will cover everything from what the general consensus is on the ROI of inbound marketing, to why that ROI is so good, to how you can calculate your own inbound marketing strategy’s ROI. 

What’s the ROI of inbound marketing?

When it comes to inbound marketing ROI, the stat you’ll hear most often is this: 

Inbound marketing yields three times more leads per dollar than traditional marketing methods. 

That’s 3x leads for every dollar you spend.

That in itself is a pretty convincing stat for the ROI of inbound marketing.

But, if you’re not convinced, here are a few more stats that outline the ROI of inbound marketing in general terms. 

  • The average cost per lead drops 80% after 5 months of consistent inbound marketing. (Impact)
  • Persona-driven content generated by inbound increases the volume of sales qualified leads (SQLs) by 45% (Weidert)
  • Inbound leads cost 61% less on average than outbound leads. (Impact)
  • Businesses that nurture leads make 50% more sales at a cost that’s 33% less than leads that aren’t nurtured (Weidert)
  • Content marketing gets three times more leads than paid search advertising (Weidert)
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How do I know that inbound marketing can deliver ROI for me?

Looking at the stats, it’s pretty clear that inbound marketing has delivered serious ROI for a lot of people. If you’re new to inbound marketing, it can be frustrating to hear about everyone else’s success, when you’re just not seeing the results yet. 

Remember that inbound marketing takes time to prove ROI.

Don’t at me for this one, it’s just the truth. 

Inbound marketers aren’t trying to pull the wool over your eyes or convince you to waste money on some invisible magic marketing scheme. 

Proving the ROI of inbound marketing takes time because it relies on a few outside factors to catch up before you start seeing results. 

  • You create awesome content, but search engines have to crawl it and rank it before people outside your immediate circle will see it. 
  • As you update your website and continue to create awesome content, your domain authority and resulting SERP placements will start to rise. 
  • Basically, search engines need to see that you’re putting out good content that’s helpful to people before they’ll give your content priority. And as with any relationship, trust takes time. 

What to do in the meantime?

Keep putting out content, and focus on paid efforts. While you’re waiting for your inbound marketing and content marketing tactics to really take off, focus on creating killer PPC and social ad campaigns that deliver awesome ROI in their own right. 

And don’t take your foot off the gas on organic inbound methods while you do it. If you continue putting out great content and optimizing your website for search, you’ll start to see that amazing ROI you’re looking for. 

Are we good on that? I’m not just selling snake oil here. 

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Cool, let’s move on to why inbound marketing delivers better ROI than traditional marketing methods. 

Why is the ROI of inbound marketing so good?

01. Every piece of content you develop has more than one use. 

You might spend 2 hours writing a blog, but that blog, once written and promoted, can perform for you for years. 

If it ranks well, that one blog can draw in leads for months and even years to come as it appears on the first page of search engine results and draws in qualified leads. 

In addition to ranking, you can use that one piece of content for your social media platforms, for your email marketing campaigns, and to promote an awesome content offer you’ve put together. 

Blog in Email

For Example: Evenbound's HubSpot Flywheel Blog

We wrote this blog on the HubSpot Flywheel back in July. In addition to publishing the blog, we promoted it through our email newsletter, and we turned it into a quick video that was promoted on social media. 

ROI of Inbound Marketing Calculator Artillery

You spent 2 hours putting together one piece of content that you will use in at least three ways. 

That in itself delivers inbound marketing ROI. If one blog that you spent 2 hours on delivers even one lead, it’s more than paid for itself. 

02. Inbound marketing focuses on digital efforts (which is where consumers live)

Another key reason inbound marketing’s ROI is so attractive is because it targets and speaks to consumers where they live. 

Traditional marketing tactics — cold calling, sending out mailers, sending out cold emails, etc, aren’t effective anymore. First, people block them. Second, most people just aren’t there anymore. 

The average consumer (and yes, manufacturers, this includes those purchasing managers you’re looking for) researches and buys whatever they’re looking for online. 

From a new parts supplier to the organic wine in their fridge, the average consumer will first research (best organic wine brands, organic wine shipped to me, clean local wines) online, and then make that purchase online. 

Inbound marketing methods meet consumers where they’re at, by answering those questions they’re searching with well thought-out and researched blogs, and by making it easy to make those purchases online, with quick click-to-call and order online features. 

Calculating the ROI of YOUR inbound marketing strategy

Now that I’ve proven beyond a reasonable doubt that the ROI of inbound marketing is stellar, let’s talk about how you can calculate the ROI of your inbound marketing strategy. 

We’ve put together an article called Marketing ROI 101: Setting Goals and Calculating Your Marketing Budget that will help you figure out how much you should be spending on inbound marketing. 

ACME Corp ROI model
ACME Corp Inbound Marketing ROI Model

That blog will take you step by step through a Marketing ROI Model that tells you exactly how much traffic and how many leads and sales you need to meet your monthly revenue goals. 

From there, we typically recommend that you spend at least 5% of your total gross income from new sales on marketing — and that’s fairly conservative (most companies spend between 6 and 12 percent of gross revenue on marketing). 

So if you were making $300,000 per month in new revenue, you’d be spending just $15,000 on marketing efforts. 

Not a big math person? 

ROI of Inbound Marketing Calculator Artillery

There are plenty of great marketing ROI calculators out there. This one from Sales Artillery is very straightforward.

HubSpot’s will tell you not just your ROI, but how HubSpot tools can help you improve that ROI and better track your results. 

ROI of inbound marketing with hubspot calculator

When it comes to figuring out the ROI of your inbound marketing strategy, there are a lot of fancy calculations out there, but the bottom line is pretty simple: how much are you spending to convert leads into sales? 

If you spend $1,000 on writing and promoting a blog that delivers 5 sales at $3,000 each, you’ve made $15,000 by spending just $1,000. 

No matter how you look at it, that’s an impressive return. 

Calculating ROI isn’t easy, and it’s not always straightforward. If you’re having trouble seeing the ROI in your marketing strategy, or if you feel like your marketing strategy is stuck in the mud, inbound might be the way to go.

The Evenbound team is here to help. Whether you have questions about how to effectively calculate your ROI or your marketing budget, or if you’re just looking for help implementing a better inbound marketing strategy, we’re ready to dive in. Let us know what your questions are. 

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5 Essential Inbound Marketing Tools for Manufacturers

5 Essential Inbound Marketing Tools for Manufacturers

5 Essential Inbound Marketing Tools for Manufacturers

It’s no secret that we’re big fans of inbound marketing for manufacturing companies. We’ve seen first-hand how properly implemented inbound marketing strategies can quickly skyrocket forward-thinking manufacturers ahead of the competition.

If you’re looking to boost your position in the market by trying your hand at inbound marketing, know that you don’t have to do it alone. Here are 5 essential inbound marketing tools that are particularly useful for manufacturers.

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01. A Website That Converts

If you’re trying to boost your manufacturing company’s inbound marketing game, you need a website that’s working for you. It doesn’t have to be the sweetest thing you’ve ever seen, but it should be functional. And when I say functional, I mean:

  • Optimized for search
  • Updated in the last two years
  • Features a regularly updated blog
  • Highly visible calls-to-action
  • Includes landing pages with lead-capturing forms
  • Makes it easy for potential customers to contact you

At the very least. 

For inbound marketing to work for your manufacturing company, your website has to function as your communication hub. You need to have somewhere new leads will navigate to, and opportunities for them to contact you when they’re ready for more information. 

If your website is set up to: 

1) Rank well on search engines, and 

2) Convert new visitors into leads and prospects,

Then you’re ready for the next four inbound marketing tools. 

If any of these bullet points have you scratching your head, I got you. 

See what a quality inbound marketing website looks like for manufacturers. And check out this content offer to see what upgrading your website (the right way) can do for you. 


02. Google Analytics & Google Search Console

If your website is optimized for search engines and you’re consistently putting out great content, then tracking is a key inbound marketing tool you’ll need to assess your progress. The best tools we recommend for this are Google Analytics and Google Search Console. 

Google Analytics will tell you who is visiting your site. The tool offers a detailed breakdown of which pages are driving the most traffic, how long people are staying on your site, and more. Google Analytics is one of the best inbound marketing tools out there to measure the user-related data attached to your website. And it’s free. 

Google Search Console is perfect if you’re looking for more insight into how to improve your site for search engine rankings. Google Search Console is also free and will tell you how your site is ranking, give you organic search data, and offer helpful tips on how to improve your site. For example, Google Search Console will tell you if you have duplicate page content or page redirect errors that could hurt your site’s search engine rankings. 


Google Search Console

How to Use Google Search Console

  • Organic search data
  • Inbound and outbound links
  • Website Improvement Tasks
  • Malware Detection
  • Shows You Site Errors

Google Analytics

How to Use Google Analytics

  • Audience demographics
  • Referral traffic
  • Conversion tracking
  • Custom reporting
  • User behavior

Both of these tools are essential inbound marketing tools for manufacturers because they give you real-time data on the performance of your site. They show you which pages are performing well, and they provide insight into your audience’s behavior. Which pages are people spending the most time on, and which pages might you be able to optimize for more conversions? 

Using search console and analytics in tandem will help you answer those questions, and optimize your website for better inbound marketing performance. 

03. A CRM

A CRM or customer relationship management system is the next essential inbound marketing tool for manufacturers. A CRM is especially important for manufacturers with channel sales, or with a large customer base. A good CRM will help you keep track of all of those customers, from the minute they begin interacting with your website to when they close on a sale. 

As far as what CRM to choose, we always recommend HubSpot, especially for manufacturers. 


Many manufacturers are transitioning from an old CRM, or are moving to a CRM for the first time. The benefit of HubSpot is that it’s remarkably user-friendly, and it’s a powerful, all-in-one solution that makes it easy for you to get all of your operations on one page. 

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With HubSpot, you have sales, marketing, and service tools all on the same platform, plus all of the inbound marketing tools and metrics you need to really make the most out of your marketing campaigns.

With everything from chatbots to email workflows to lead tracking to automated customer satisfaction surveys, HubSpot is robust enough to support even large manufacturing companies but easy enough to use that the onboarding phase won’t feel like taking a trip to the moon. 

04. A Keyword Research Tool

There are about a million inbound marketing tools on the web that are advertised as a keyword research tool. In many cases, choosing the right one comes down to user preference. The bottom line is that if you’re a manufacturer looking to make a serious impact with inbound marketing, you need to do keyword research

Keyword research is essential to boosting your organic ranking, and it’s also really helpful when you’re setting up strategic paid search campaigns. 

  • For organic search, look for keywords with a high search volume and low competition for organic and strategic content opportunities. 
  • For paid search, look for keywords that are highly relevant to your products and that have a low cost per click for paid keywords.

Here are a few of our favorite inbound marketing tools with robust keyword research capabilities. All of these options offer a range of SEO and keyword research tools for free. 

While SEMRush and Moz do have paid plans, I recommend you use their free versions for a few months. If you feel you need more functionality, the paid plans might be worth it for you, but generally, the free tools will give you more than enough data. 


Free basic tools, $99.95/mo for a basic plan

SEMRush offers a wealth of data with up to 10 requests per day on the free version. It will tell you what keywords you’re ranking for, what keywords your competitors are ranking for, and it will help you find new keyword opportunities. 

Google Keyword Planner


Google Keyword Planner is a free tool that’s included with your Google Ads Account. You’ll get the most accurate keyword data here, but it is a bit less user-friendly than other options. It’s also good to remember that the data you get from Google Keyword Planner is ad-specific.


Free basic tools, $99/mo for a basic plan

Moz is one of the best free tools out there. We recommend their keyword explorer if you’re trying to find new keywords, but they’ll also help you find backlink opportunities, and put a number to your domain and page authority. Plus, Moz is just the best for any kind of SEO education. 

05. SpyFu

The last essential inbound marketing tool I’d like to bring up is called SpyFu. While it’s a great tool for any company, it’s particularly useful for manufacturers, who are often operating in tight industries where your competitors are close and well known. 

While other industries can get away with minimal competitive analysis, we’ve found it’s absolutely necessary for most manufacturers. And if you’re looking to complete a detailed, comprehensive competitive analysis, SpyFu is a tool that can help. 

Check out this basic competitive analysis I did for Starbucks. 


Using Spyfu’s free version, I typed in their URL, and the tool populated all of these results. I can see their top keywords, how much traffic they get, and from where. I can also see what keywords they’re bidding on for paid search, their top ranking pages, and importantly, I can look at their keywords in relation to their competitor’s keywords. 

(Click on an image to enlarge.)


For manufacturers, this is an exceptionally useful tool. You likely already know your top competitors. Plugging them into SpyFu will give you a wealth of knowledge you can use to optimize your inbound marketing strategy. From what keywords to focus on for your blogs to what keywords to bid on, the competitive analysis portion of SpyFu’s results is what’s most relevant to manufacturers. 

As you can see from my demonstration above, the free version of Spyfu is remarkably robust. You might get everything you need from that initial breakdown. But, if you want more data and access, SpyFu offers paid plans starting at $33/mo. 

Moving to a modern marketing method is a big ask for many manufacturers. It’s likely you’ve been relying on word of mouth for years, and switching to an involved marketing methodology like inbound can feel like a lot of work. 

We can say from experience — if you put in the effort, inbound marketing will deliver the results you want. 

These inbound marketing tools should help make the transition a bit easier, too. With more data and analytics, you’ll be able to focus your efforts on the inbound marketing tactics that will deliver the greatest returns. 

And if you run into any questions along the way, the Evenbound team is always here to help. Inbound marketing is what we do, and manufacturers make up a significant portion of our client base. We’d be happy to offer up any advice you might be looking for. 

Like this blog? You might like our article on the 5 Best Outbound Marketing Tools for Manufacturers. Same format, same length, just different tools to help you boost your outbound marketing game. 

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