Post on 07-Jul-2015
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Inbound marketing for manufacturing and engineering companies19th November 2014
katapult.co.uk Office: +44 (0)1332 294416
Martin Broadhurst
We are an inbound marketing agency
Focusing on manufacturing and high-tech engineering
RAR Top 100 Agency
Digital Marketing Director, Katapult Inbound
@MPBroadhurst
“If you have more money than brainsyou should focus on outboundmarketing. If you have more
brains than money, you shouldfocus on inbound marketing.”
Guy Kawasaki, Chief Evangelist, Canva.com
Source: Moz.com
katapult.co.uk Office: +44 (0)1332 294416
Inbound marketing for manufacturersand engineering companies
Goal settingSetting realistic goals and budgets
Buyer personasGetting into the mindset of the buyer
Getting foundTo pay or not to pay?
Lead nurturingAligning content to the lifecycle stage
Closing dealsSigning contracts and delighting the customers
katapult.co.uk Office: +44 (0)1332 294416
Goal Setting
“When it is obvious that the goalscannot be reached,
don't adjust the goals,adjust the action steps.”
Confucious
Expectations vs Reality
0
10
20
30
40
50
60
70
80
90
Year 1 Year 2 Year 3 Year 4
Revenue Growth vs Marketing Budget Growth
Revenue Marketing Budget
Finding the balance
Subscriber
Lead
Marketing Qualified Lead
Sales Qualified
Lead
Opportunity
Customer
Know your COCA
Use your COCA to set realistic budgets for future growth.
In the example above, a company wishing to double their client base should increase their sales and marketing budget by £200,000
katapult.co.uk Office: +44 (0)1332 294416
Buyer Persona
“A buyer persona enables you createmarketing content that is for
someone and not everyone.”Jeremy Victor, B2B Bloggers
Have your buyers come to you
https://www.flickr.com/photos/jurvetson/
What are you looking for when you create a buyer persona?
• Insights into their goals, challenges and pain points
• Demographic information
• Real quotes
• Above all else, honest answers are a must
Offshore Olly
GoalsDecommissioning an oil platformat the lowest possible cost
Finding supplier who just getthe job done.
ChallengesRelatively new project phasefor the industry so track records hard to find
Have trouble trusting a supplierwho they have confidence to deliver
ExperienceMany years experiencein the field
DemeanorNo bull!
Wants to look you in the eye and see you’ve experienced life on the rigs.
Offshore Olly
•Primary: Need to get this job done quickly and cost effectively as possible. They have previous experiences doing it.
•Secondary: Not a lot of effort. They do not want to have to chase. Looking for suppliers who can just get the job.
• Industry High Costs Infographic [Infographic]
• Industry Whitepaper: Reducing costs associated with Offshore engineering
Blogs
• Milestone offshore projects
• Four strategies for asset life extension
• Offshore engineering case study pack
• Offshore tooling buyers guide
Blogs
• Ten tools for complying with the API guidelines on pipeline intervention
• Three checks to identify the right tools for slot recovery operations
• Lunch & learn
• Technical consultation
katapult.co.uk Office: +44 (0)1332 294416
Getting found
“The best placeto hide a dead body
is page 2 of Google.”Anon
BloggingIt’s really quite important
Be usefulTalk around your products
PPCFor the stubborn keywords
Social mediaYour industry isn’t that old school
On-page SEOThat’s a given, right?
katapult.co.uk Office: +44 (0)1332 294416
Lead nurturing
“There is no sales without the story;no knockout without the setup.”
Gary Vaynerchuk
Lead nurturing overview
Offshore Olly
•Primary: Need to get this job done quickly and cost effectively as possible. They have previous experiences doing it.
•Secondary: Not a lot of effort. They do not want to have to chase. Looking for suppliers who can just get the job.
• Industry High Costs Infographic [Infographic]
• Industry Whitepaper: Reducing costs associated with Offshore engineering
Blogs
• Milestone offshore projects
• Four strategies for asset life extension
• Offshore engineering case study pack
• Offshore tooling buyers guide
Blogs
• Ten tools for complying with the API guidelines on pipeline intervention
• Three checks to identify the right tools for slot recovery operations
• Lunch & learn
• Technical consultation
katapult.co.uk Office: +44 (0)1332 294416
Email beatsgatekeepers
Personalisation
Relevant industrycontent
Mobile optimisedtemplates
EngineeringExcellence
Inbox in their pocket, all day, every day.
katapult.co.uk Office: +44 (0)1332 294416
Closing deals
“Selling to people who actually wantto hear from you is more effective
than interrupting strangers that don’t.”Seth Godin
EngineeringExcellence
katapult.co.uk Office: +44 (0)1332 294416
Service level agreementsClearly defined roles for sales and marketing teams
The responsibility of marketing
Increasing website traffic
Generating leads
Pre-qualifying leads to deliver marketing qualified leads to sales
KPI: Number of MQLs generated
The role of sales
Qualifying MQLs to find sales qualified leads
Uncovering SQLs needs to find the opportunity
Closing deals
KPI: Deals closed/revenue generated
katapult.co.uk Office: +44 (0)1332 294416
Inbound summarySet realistic goalsUse your COCA to set appropriate budgets for sales and marketing investment for future growth
Keep the buyer in mindUse your buyer personas to guide your content planning and production
Getting foundKeyword research and buyer personas provide ranking opportunities. Use PPC sparingly.
Nurture leads with marketing automationUse appropriate content for the phase they are at in the buyer decision making process
Agree an SLAMake sales and marketing teams accountable to each other.
EngineeringExcellence
Thanks for listening
Any questions?
Find us on stand A34 where you can get free website reviews and goodies.
www.katapult.co.uk@_katapult01332 294 416