Optimizing Self-Service Options with Amy McCord of Stober Drives
In the latest episode of the Industrial Marketing Leaders Podcast, Jeff Long sits down with Amy McCord, Marketing Manager at STOBER Drives, to explore the critical role of self-service options in modern B2B marketing. Amy shares invaluable insights on how manufacturers can elevate customer experience by implementing effective self-service tools like configurators, videos, and content-rich websites.
Meet Amy McCord
Amy McCord is the Marketing Manager at STOBER Drives, where she focuses on generating leads, optimizing user experience, and empowering her team. With a bachelor’s degree in business administration with a concentration in marketing from Morehead State University and a master’s degree in journalism and mass communications from Kent State University, Amy brings a wealth of knowledge to her role. She believes in the power of both internal and external marketing to build a strong organizational culture, making her a standout leader in industrial marketing.
Key Insights and Takeaways
The Importance of Self-Service
Amy emphasizes the significance of self-service tools in today’s B2B landscape. “Buyers are 60% to 70% of the way through the purchasing decision before they contact a company,” she notes. This underscores the need for manufacturers to provide ample information that allows prospects to make informed decisions on their own.
Types of Self-Service Tools
STOBER Drives has invested in a variety of self-service options to meet their customers’ needs. They offer weekly blog posts, detailed product specifications, 3D models, an online configurator, and an extensive library of video content. These resources enable customers to research, configure, and even request quotes without needing immediate human interaction.
Leveraging Video Content
Videos are a crucial part of STOBER’s marketing strategy. From talent development and product demos to addressing industry challenges, their video library is comprehensive. “Videos bring content to life in a way that reading or white papers cannot,” says Amy. These videos are designed to educate customers and simplify the installation and usage of Stober’s products.
Understanding Customer Needs
Amy explains that most of their self-service tools are geared toward mechanical and electrical engineers who require detailed information to integrate STOBER’s products into their projects. However, they also create content that addresses the needs of other decision-makers and influencers within an organization.
Continuous Improvement
Amy acknowledges that implementing self-service tools comes with challenges. “When we first released the configurator, we received feedback that some fields were overwhelming. We simplified the process based on customer feedback, which significantly improved user interaction,” she explains. This commitment to continuous improvement highlights STOBER’s customer-centric approach.
Podcast Questions & Answers
What is the concept of self-service, and why is it important for your customers?
Self-service allows customers to find solutions and answers independently, which is crucial as buyers now do a significant amount of research before contacting sales.
What types of content are you providing to customers to access 24/7?
STOBER Drives offers blog posts, detailed product specifications, 3D models, an online configurator, and an extensive video library, making it easy for customers to get information anytime.
Who primarily uses your self-service tools, and how do you tailor content to them?
The primary users are mechanical and electrical engineers. STOBER crafts content focused on these professionals’ specific needs, including detailed specs, drawings, and instructional videos.
What are some challenges you’ve faced with implementing self-service options, and how have you overcome them?
Initial feedback indicated some configurator fields were overwhelming. STOBER simplified these fields based on customer feedback, improving user experience and interaction rates.
What future enhancements do you envision for your self-service options?
STOBER plans to further improve their website, add more detailed industry-focused content, and integrate pricing and delivery information into the configurator tool for an even smoother customer experience.
Final Thoughts
This episode with Amy McCord provides a roadmap for manufacturers looking to enhance their self-service offerings. From the crucial role of content in educating customers to the importance of continuous improvement based on user feedback, Amy’s insights are invaluable. By focusing on customer-centric solutions like detailed product information, configurators, and engaging videos, manufacturers can significantly improve their customer experience and satisfaction.
To gain these actionable insights and more, tune in to the full episode of the Industrial Marketing Leaders Podcast. Don’t forget to subscribe for the latest updates and strategies in industrial marketing.
Learn more about STOBER Drives by visiting their website at www.stober.com or connect with Amy McCord on LinkedIn.