Whenever the oil and gas industry is mentioned most consumers think of gas bars and service stations, typically operated by a few multinational brands like Exxon, Shell, and Chevron. Gas bars and service stations are actually the tip of the energy industry iceberg, representing so-called downstream activity. There are many thousands of companies involved in exploration and production with their own particular role in the search for hydrocarbon deposits. Many of these operators such as geophysical and drilling contractors are service providers who in turn contract with other service providers to perform specialized functions within their field.
The relationships between these companies is obviously business to business (B2B) and often well defined. So why bother with a marketing automation solution or sales intelligence if you are an energy services provider? The main reason is probably timing. Exploration activity is project oriented and the decision to drill is at the core. Wouldn’t it be useful to know exactly when a new or existing customer is looking to buy something you provide?
Industry insiders pride themselves on what’s going on in the oil patch. They seem to know where the deals are and when they’re sales-ready. An advanced marketing automation solution will enhance their ability to strike, by providing automatic alerts. A Sales 2.0 solution will not only identify which companies are sales-ready but will also indicate the ideal time to call in the sales cycle.
Sales reps for these leading companies retain a competitive advantage by being notified when a desired prospect has downloaded a particular specification, watched a video or visited a certain page like pricing on their corporate website. Or when they have a proposal out and are waiting for an indication that they are being considered for the ‘short list’. When this information is delivered in real-time, sales reps stand a much higher chance of winning these multi-million dollar bids.
Another advantage is intelligence. Just knowing which companies are researching your offering is often worthwhile. Some companies may not have been on the radar, and can often lead to new business.
With an advanced marketing automation solution, marketing personnel can track the results of trade shows, mail, email, and other campaigns, in addition to being able to build and send emails to keep their brand top of mind.
Having sold to the ‘oil patch’ for many years, I can see why ActiveConversion is used by many energy industry manufacturers and service providers, to auto-nurture prospects, and to optimize their sales time.
About Ritu Singh
Ritu has over 10 years of experience in planning, facilitating and executing marketing programs. She is passionate about marketing and driven to help start-ups and small to large companies market products and services online and offline.