How Do Manufacturers Tailor Campaigns for OEM vs. Aftermarket Buyers?
Align messaging, offers, and channels to each audience’s buying motion. Use account context, product lifecycle signals, parts demand, and channel preferences to personalize creative and cadence—without fragmenting your data.
Tailor OEM vs. aftermarket campaigns by separating objectives and ICPs, designing distinct value propositions, and activating audience-specific journeys. OEM motions emphasize platform fit, reliability, compliance, and co-innovation with long cycles and multiple engineers; aftermarket motions prioritize availability, total cost of ownership, service SLAs, and cross-sell of spares/kits. Unify results in one data model to compare pipeline velocity, attach rate, and lifetime value.
What Changes Between OEM and Aftermarket?
The OEM vs. Aftermarket Campaign Playbook
Stand up two motion-appropriate journeys on one RevTech stack so teams can compare performance apples-to-apples.
Define → Segment → Orchestrate → Enable → Measure → Optimize
- Define ICPs & value props: OEM (platform engineer, quality, sourcing) vs. Aftermarket (MRO, service, procurement). Map pains and proof required.
- Segment data: Tag companies and contacts by motion (OEM/AM), product family, lifecycle stage, distributor vs. direct; sync with CRM/ERP.
- Orchestrate journeys: OEM nurture = spec acceptance → prototype → validation → award. Aftermarket = identify part → availability/price → purchase → install → replenish.
- Enable revenue teams: Sales kits by motion, BOM/fitment tools, co-op playbooks for distributors, account plans for named OEMs.
- Measure consistently: Shared dashboards: sourced/ influenced pipeline, velocity, margin, attach rate, LTV; slice by motion and region.
- Optimize offers: Test bundles, warranty extensions, and design-in accelerators; expand what works via ABM lists or distributor networks.
OEM vs. Aftermarket Campaign Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Motion Tagging | One-size lists | Company/contact tagged OEM/AM with lifecycle & fitment | RevOps | Segment Coverage % |
| Content & Offers | Generic brochures | CAD/spec packs vs. kits/service plans by motion | Product Marketing | Content Influence % |
| Channel Orchestration | Batch emails | ABM + distributor co-marketing + replenishment automation | Demand Gen | Journey Velocity |
| Data & Fitment | Silos | Unified SKU/BOM & fitment catalog powering search and quoting | Data/IT | First-Match Rate |
| Revenue Intelligence | Lagging reports | Motion-level dashboards with margin & LTV | Analytics | LTV/CAC by Motion |
| Partner Enablement | Ad hoc co-op | Standard distributor plays with MDF & shared KPIs | Channel | Co-op Pipeline % |
Client Snapshot: Dual-Motion Growth in 90 Days
A component manufacturer split OEM and aftermarket journeys, launched OEM spec-in nurture and AM replenishment emails with distributor co-marketing. Result: +38% OEM pipeline, +24% aftermarket margin, and +17% attach rate on service kits.
Two motions, one system of record. When OEM and aftermarket campaigns run on a unified model, you speed decisions, scale what works, and protect margin.
Frequently Asked Questions
Spin Up OEM & Aftermarket Journeys
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