In an industry where relationships matter as much as products, marketing can no longer be an afterthought. For manufacturers, reps and distributors alike, adopting modern marketing tools isn’t just a nice-to-have — it’s essential to staying competitive.  

At Matco-Norca, we’ve seen firsthand how using today’s tools more efficiently can lead to stronger connections, smarter outreach and, ultimately, better business. Whether nurturing existing customers or reaching out to new ones, the right strategies can save time and deliver results.  

Here are four powerful tools and strategies your business should be using more effectively, without adding to your workload: 

1. Harnessing the power of CRM 

A customer relationship management (CRM) system isn’t only a digital Rolodex; used correctly, it should be the hub of your sales and marketing universe. CRMs such as Salesforce, HubSpot or SharpSpring help you keep track of every interaction with your customers, automate follow-ups and identify growth opportunities. 

Benefits for your business: 

• Keep track of quotes, orders and key conversations;

• Segment your customer base for personalized outreach;

• Analyze trends in customer behavior to make better decisions. 

Efficiency tip: Automate reminders for email follow-up, nudging feedback for quotes and trigger additional sales. Set up simple workflows to alert your sales team when a lead visits a certain webpage, interacts with content or becomes unengaged, or an important customer reaches out. 

2. Use your website for lead generation 

Your website shouldn’t just be an online catalog; it should act as a 24/7 salesperson. Most B2B buyers start their journey online. That’s your chance to make a great impression. Ensure the user experience is easy and engaging to avoid having them “bounce” from your site and onto a competitors. 

Key lead generation features to include: 

• Contact forms with clear calls to action;

• “Request a Quote” or “Find a Rep” tools;

• Chatbots or click-to-call buttons for fast interaction;

• Gated content such as spec sheets, guides or videos. 

Efficiency tip: Add tracking tools such as Google Analytics and Hotjar to see how visitors interact with your site — and adjust content and design accordingly. 

3. Targeted email campaigns still work when done correctly 

Email is far from dead. In fact, it's one of the most effective ways to engage your customers as long as it's relevant, personalized and timely. With a CRM or email platform, you can build highly targeted campaigns that speak directly to the needs of your different customer groups. 

Ideas for email campaigns: 

• Seasonal promotions or new product launches;

• Order reminders or reorder suggestions;

• Educational emails with how-to guides or installation tips;

• Featured products;

• Keep track of “clicks” and send them back to your sales team. These leads are considered hot as they took the time to review something you sent them. 

Efficiency tip: Use automation to create “drip” campaigns that nurture leads over time. Think of it as a slow, steady sales conversation that builds trust. 

4. Double down on digital marketing and content 

Online advertising (such as Google Ads or LinkedIn) and content marketing can help you show up exactly when your potential customer is searching. Content is crucial because it educates, builds trust and keeps your brand top-of-mind. It also makes you an industry pro and a go-to source for information. 

Types of content to create: 

• Product comparisons;

• Case studies or customer success stories;

• FAQs and technical how-to videos;

• Articles on best practices (like this one!). 

Efficiency tip: Repurpose one piece of content across platforms. Turn a case study into a blog post, infographic and social media carousel. 

Embracing today’s marketing tools isn’t about complexity; it’s about working smarter, staying top-of-mind and building stronger relationships with your customers. Whether you’re a rep agency, distributor or wholesaler, using these tools efficiently gives you an edge in a fast-moving market. 

Want help with templates, tools or strategies? Reach out — we’re here to support you every step of the way. 

Amy Zucchi-Justice is the director of marketing for Matco-Norca and SVF Flow Controls.