Learn how manufacturing companies can better support their channel sales reps through content, marketing programs, and the martech stack. 

Ellen Albright, Marketing and Communications Director at E-T-A Circuit Breakers, is a resourceful North American marketer of one, backed by a corporate marketing team out of their company headquarters in Germany. 

Marketing plans start with new product introductions which are then supported by industry/application campaigns specific to regional needs. Every campaign has an element of sales support, whether through content assets, multi-touch email workflows, or other downstream activities. Automation is key for Ellen in areas such as lead scoring, lead routing, and targeted email workflows.

During the episode Ellen shares how the pandemic offered an opportunity for her to plan a more active role in training channel sales reps on digital marketing and selling, and creating new programs for them to leverage. One of these was a multi-touch email campaign personalized to the rep company utilizing content from E-T-A. This was a win-win, as Ellen had more control over the message, the rep leveraged marketing automation functionality not found in-house, and both could gain a fuller picture of which prospects were engaging and more likely to convert to customers. 

For show links and more, visit the Content Marketing, Engineered podcast blog

 https://bit.ly/CMEPodcast 

Learn more about TREW Marketing

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• Ellen Albright on LinkedIn
• E-T-A Circuit Breakers
• Electronics Representatives Association
• Women in Electronics