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