Manufacturing Marketing: The Key Steps Going From 0 100
if you are looking to go from zero to a
hundred whether you're in industrial marketing or technical sales on this episode i'm gonna give
you some keys tips and strategies on how to do it so you want to go from zero to 100. so whether
like think about this whether you're a marketer whether you're a sales person even in your
personal life you want to go from point a to point b whether it's like fitness you want to
go from not being fit to super fit in this from a sales standpoint you want to go from a little bit
of revenue and income that you're bringing up for your company to a lot from a marketing standpoint
you don't have a pipeline that's built out you don't have to have funnels that are built out
you're not getting that much traffic from your website traffic from social whatever it is you're
trying to get eyes on what it is that you guys do so you can market to them and try and sell them
and you want it now the issue is is that you have to be patient to a certain degree right
most of the time people always relate this to from a fitness standpoint because that's something
that everybody can relate with so if you want to go from not being fit to super fit you got to put
in the work you can't just eat a magic pill do a single workout there is no secret it's not just
like oh if i just eat this type of food i'm going to be fit or if i just work out once a day but
eat whatever i want then i'm gonna be fit i think everybody can relate with that regardless of what
physical shape you're in everybody can relate with that example so if you're i want you to think
keep that in mind your own personal situation as we go through these different points
and just relate it to what you're doing so if you're in marketing right and you sales people
need to still listen up too if you're in marketing and you want to get a lot of attention and eyes on
your stuff you have to build out the system first this goes with sales this goes without everything
you have to have not just a strategy like i know that i want to get to here in order for me to get
to there i'm going to use these channels to market and i'm going to do these things to create content
and then this is how i should distribute it but then setting all those systems up there is
no point in wasting any sort of ad dollars pay-per-click spend on campaigns if the system is
not set up to accept it so an example that would be if you're trying to run paid ad campaigns but
you don't have your crm system let's say hubspot for example set up properly to where when somebody
does come to your website are the forms set up once they fill out those those forms are there
sequences are there workflows that are set up to where somebody fills out a form that automates
a response that puts it on somebody's calendar then an email comes out confirming it once they
have that conversation and people are putting notes on that customer or the potential customer's
contact profile in their crm system does something happen after that is a tag automatically generated
does that then schedule a task for follow-up does an email does that start an email sequence for
they get a demo or they get an offer whatever it is those things have to be set up before you can
really push super hard so prospects come to us and they're like i want to do marketing we need
revenue like we're relying on referrals they're not coming through our sales people aren't doing
a good job if you're if you're just going to spend nine thousand dollars ten thousand dollars six
thousand dollars a month with us at mfg tribe to bring attention around your brand and your website
sucks we cannot do that that does not make sense some agencies will be like yeah we could do it
don't matter so what the approach that we have is like we have to make sure that where we're sending
all of that traffic is at least able to accept it right that it has a bare minimum their website
may not be the best and maybe it needs to be overhauled but our call to actions in place
is tracking in place are kpis being tracked conversions are there forms to fill out are there
internal links to get somebody from point a where they land to point b or c or d or whatever is that
set up because what if as long as that's set up you can mark it now is it going to be as efficient
and as effective if your website was brand new yes or no it wouldn't be but not everybody has 10 20
30 50 000 to spend on the website so you got to fix the website first whether
that's a week's worth of work or three months worth of work you have to
fix that first before you want to spend money bringing a ton of attention to it that's where
the patience comes in you can't just be looking just throw like if you throw money at a problem
that doesn't solve the problem if the problem is the website needs to be fixed throw money at
it to fix the website and then once that's done you can then start marketing advertising you
sales guys and girls out there if you're trying to bring in a hundred new customers this year
you have to work backwards you cannot just do a single campaign just do cold calls just do one
effort to be able to get those hundred customers you have to make sure that everything's built out
do you have your value proposition and your pitch ready to talk to people you may be thinking
yourself like yeah dude i've been doing this for 15 years i got my pitch ready but are you focusing
too much are you are you doing the method that i call show up and throw up that those of you
that follow the content know i say that a lot where you get into the presentation you throw
up all of your content onto them all your value proposition everything it is that your company's
service or product can do for them when really they don't care about that because that doesn't
not all those things solve their problem or are you going to it from standpoint of i'm looking
to provide a solution to your problem so you have a conversation and you say look i've got
a presentation i can go through some stuff but before we get into that i want to talk about the
top three problems that you have on a monthly basis and ask them to talk to give you the
information and then you customize your pitch around that to just solve those problems once you
go through your service or your product how it can solve those problems then you can say here's
some things that we also do just to keep in mind if you guys have an issue in the future these
are other things other benefits that it has that that our product has or other things
that we can do for your supply chain from a services standpoint you can talk about those very
briefly but if you're like dude i want to go from no customers or 10 customers to 100 and your pitch
sucks you're not going to get there that's broken you have to slow down and look at every single
aspect of it so it starts with a pitch for you sales guys and then once you pitch them is your
quoting process sufficient are you turning around quotes in a day two days three days something
like that or is it taking you three four weeks and it's taking you three four weeks just
think about it if the process is broken you always got to think i was on a call with a
customer this morning i always think worst case scenario right worst case scenario from standpoint
if this works and we get a lot of attention and all that comes in at once or over a couple of
days does the system break and so let's say that you're let's say that your pitch is good let's say
that your website is good for you marketers out there and you get a thousand people 100 people
that all say yep i want to have a conversation and you get them all in and then you go to the
next phase of your pipeline the next stage of the deal for your sales guys goes into quoting
and then you're like [ __ ] my quotes take three weeks to get done that's your bottleneck you need
to look at that before you go ham and super hard and say i'm gonna push out as hard as possible
and then you reach that bottleneck and everything chokes up and then you miss opportunities and then
those people are like nope you know what i went with somebody else because they were faster more
responsive got me my pricing they have the same rough solution as you did maybe yours is a little
bit better but they got me what i needed quicker and i was in a time crunch so you have to look
at those different stages of your process to make sure that there isn't a huge bottleneck now
i'm not saying wait until management builds out your team and has 15 project engineers to quote
all your stuff or dedicated staff to do that but you at least have to look at and see are
there any minor things that i could do that take a day two days a week something like that to fix
this problem before it becomes a major headache that's what i mean by thinking worst case scenario
worst case scenario you got a lot of people that come to your website worst case scenario
you got a lot of people that want to quote is that really like that's the worst case scenario
from a good standpoint from a positive standpoint but is the system broke so once you go through
the coding process once you send it to them let's say that all those people can become customers
let's say that you marketers you get all this attention you get all this traffic and all of
them want to talk to a salesperson all at the same time right it's a hundred people are like i
want to talk with the next week can your process handle that can your system handle it do you
have the things set up in place now obviously if 100 people came to us right now and said hey
we want you to do our marketing we would turn down most of them because we're not trying to bring in
100 people at once because we're very strategic and focused on who we do business with because
we look at as a partnership so we're not just trying to take everybody we're strategic we
analyze the people that we want to talk to and we look at the opportunities that we have and
we see are they a good fit for what we do are they a leader do we want to put our stamp on them and
be their partner and the only person in that space of industrial that they do that's our partner and
we don't want to work with any other competition we're very selective but if 100 people come
through that's how we are but if hundred people come through to you how are you guys going to
handle it maybe for you marketers there's not enough sales people handle that okay so you can
break out the conversations over a week or two maybe it's not 100 maybe it's 10.
Like be
realistic right if you got 10 people that say i want to talk this week can you handle that if
you got two people that say they want to talk to this day can you handle that do you have the sales
people in in process and in the works to be able to do that but you have to make sure that that's
in place before you go crazy hard out there to get new attention work it down the step one step
further in the process so now you've gotten their attention you've given them a pitch you've had the
meeting you sent them a quote and then now you've got 50 people that say i want to be a customer so
now you're going into the transition process of sales taking it from a sale flipping it over the
fence to operations to now make good on that sale is that system broken if you brought 15 people in
this week would that system crumble would you be pissing off customers right away that then maybe
don't want to do business with you or maybe cancel their contract regardless of what whatever it is
that you're selling are you pissing them off to where they don't want to do business with you
obviously there's growing pains right with any company i don't care if you if you're a company of
100 million or your company of a hundred thousand there are growing pains they're just at different
scales right and they're just different types of growing pain so i understand that like you bring
in multiple customers in a week there's going to be slight delays because your team is focusing
on numerous things if it's major delays if it's major communication breakdown then that is where
it's essentially a waste of time like all that stuff that you did everybody wants to focus on the
end result of going after going getting to that hundred percent efficiency 100 performance 100
percent in love with the current shape physical shape of their body and the current physical
health that they have everybody's focused on i want that but they don't focus on well the steps
to get there are going to be a b c d and i've got issues with two of those steps that are going to
break it down and i'm not going to be successful if those steps are needed and so therefore
i have to look at that and make sure that i'm going to put as much effort into fixing that
before comes a major problem so can you build it as you're doing it yes to a certain degree
i'm not saying stop what you're doing fix the process don't do anything right because industrial
manufacturing industry everything is about timing those of you that follow my content
know that i say that because today whoever it is a lead a prospect doesn't have a
need and then all of a sudden something happens at work and they do have a need and if you were
to call them tomorrow they would have said yes or maybe they'll call you back and say actually
you know what we talked yesterday i said no today i'm saying yes because this fire just came up
that i have to put out or this supplier just shut me down or this supplier just had an issue or
we just got a new contract and need your software or your service now everything changes on a
daily basis so i'm not saying completely stop but i'm just saying don't go crazy don't go
100 pedal to the metal until you make sure that your system is set up and built to accept
that traffic built to accept those opportunities people are in place to a certain degree and then
once that's done then you go pedal to the metal and just go as hard as possible consistently and
that's the key is that you have to not just do it for a week nobody wants to start a process stop it
start like that stop and go stuff it doesn't work sales whether whether it's you're a marketer or
you're in sales the whole process of sales is that you have to be consistent and persistent with your
efforts on a daily weekly monthly basis you cannot just start and then stop you can't be like hey
we're doing a trade show in three months i'm gonna go really hard for the next three months to push
us out there and try and get as many opportunities as we can and then once the trade show happens
then you just stop and it's like oh wait we got a trade show in three months after that let's go
go go and then we stop that doesn't work because leads get cold very quickly if somebody has a
problem they're gonna find a solution to it think about your own personal life if you have a problem
with something your house something a leaky faucet or something's broken or you need a fence repair
or something like that it doesn't go away if you just wait right it the problem is there so these
people that are seeking your services or your products to solve their problems the problem is
still there they need a solution they're not going to stop looking for a solution until they find it
and it fixes their problem and so if you're just like kind of there sometimes not being persistent
and consistent then you won't have those opportunities so you have to make a commitment to
doing that but you also have to fix your process in in the midst of it so as always if you guys are
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