Structure & Efficiency

Revenue growth success is increasingly dependent on creative ideas - rigorously executed.

Through our coaching we help create, test and refine the ideas.

And we provide a toolkit of best in class tools that your team can use immediately to stay focused, efficient and structured. No more wasting time with app overload - we've identified those that make a difference and we've bundled them for our clients. All of the following "back end" tools are included in our engagements.

Communication & Project Management

Tight, efficient coordination is critical. Managing versions of documents, creating standard work, refining best practices and minimizing cumbersome & difficult to search email threads are all important to keep resources focused on work that impacts results...vs. low value activity.

 Slack

"Where work happens" - Nobody needs more emails, conference calls or hunting around for versions of documents. Slack provides a virtual watercooler and conference room for our work.

Slack CMYK.png

 Teamwork

Together we'll manage the project - and you'll manage a large number of tasks. We'll provide best practice templates for each common task type to let you quickly and easily stay on track   teamwork-brand-colours.png

 Trello

Great for keeping tack of brainstorming ideas and pending topics - with visual interface to move them along.  Trello_logo.png

Dropbox 

Dedicated cloud storage with built in editing capability for common file types.  drop box logo.png

Google Drive 

Dedicated cloud storage with real-time colalboration capability.   logo-drive.png

 

SEO & Competitive Insight

Your search success is both absolute and relative. Understanding what terms you should rank for, and achieving success is one piece. Insights into what's working for your competitors, and how you stack up is another. The right tools to 

SEMRush

Somebody in your organization probably dabbles in Google Analytics...but that's not where the full keyword picture, optimization, and compettiive comparisons are built. SEMRush puts a full toolkit at your disposal for powerful tracking and management. semrush logo.png

Email Optimization

You probably have an email system - either in your marketing automation or as a bolt on (Constant Contact, Mail Chimp, etc.) But email is about more than simply sending. 

Seventh Sense

Solid B2B email marketing requires more than a system to send it and reports on opens, clicks and unsubs. Email deliverability is critical, and this tool delivers. seventh-sense-logo.jpg

Data & Reporting

Demonstrating return, continuously improving and most importantly identifying the right levers to pull at the right time to have the desired results is at the heart of good industrial digital marketing. Too many focus on vanity metrics. These tools will focus you on the important metrics.

Databox

Cumbersome reporting without cut&paste and static/delayed shortcomings. Automatically pull in (and manipulate) data from various resources. Online dashboards, mobile views and alerts are all easy to deliver to each level of management. databoxlogo.png 

Arcbright

Databox delivers great, real-time aggregate data reports. With ArcBright you get individual data - automatic daily lists of new projects, target account contacts, deals sold and more.  arcbright logo.png

Hotjar

All that time and money in your website, and you're probably the only one that uses most of it. Seriously. This will let us track user activity on the site - click-by-click and page-by-page. We'll even watch recordings. Site design should be based on data not gut feeling.   hotjar logo.png

Google Analytics

You know this one - no description necessary.  analytics logo.png

Google Search Console

Site health, search performance and more. Especially keyword CTR data that you're probably not even tracking.  google-search-console-800x146.png

 

Media & Influencers

You do great stuff - but nobody cares about that but you. But the impact you have on others, the way you help them improve their businesses, and the industry understanding and expertise you have are all valuable....when they're shared with the right people at the right time.

Meltwater

Your PR firm? They're charging you for their industry contacts. Let's turn your PR into valuable content while you build your own deeper, richer, bigger list of journalists that cover your space.  Meltwater.png 

Haro

How often does someone call you looking for an expert to quote on a story they're writing? Not often. So it's time you know when they're looking so you can put yourself on their list.   header-haro-logo-block.png

Google Alerts

Competitors, customers, suppliers, industry news and more. Google Alerts are an easy way to keep your finger on the pulse of your industry and get early notice of opportunities and content ideas.   google-alerts-1362748933.png

You provide

We'll pull together the tools on the back end and integrate them (assuming off the shelf integratinos are available) with your customer facing tool set which should include:

Content Management System (CMS): The system that you use to publish and update your website. (e.g. Wordpress or HubSpot COS)

Marketing Automation: The suite of tools necessary to execute digital marketing. It includes various tools including email, social media monitoring, landing pages, automated "work flows", lists & segmentation. (We are a HubSpot VAR and strongly recommend that system for a number of reasons.)

Customer Relationship Managerment (CRM): Not just contact management, but rather the "nerve center" for your reps' day-to-day activities. Should include email tracking, easy to execute sequences of rep follow up activities, library of sales enablement content, customizable email templates, easy opportunity tracking/management (e.g. Salesforce.com or HubSpot CRM)

Additional tools which you may not have currently but which we'll likely recommend include:

Chat: More an more industrial buyers resist long website forms, but hesitate to call and deal with a sales rep. Offering chat functionality on your site can be a great way to lower the threshold and start engagement. (e.g. Drift)

Call tracking: And many buyers do prefer to call and speak live to someone - but imagine the power of that conversation if your sales rep knew what pages the prospect had just visited? And you were able to capture a lead easily from every call. And imagine actually knowing which leads originated from your website even if they convert by telephone. (e.g. Call Rail)

Webinar: Webinars (well done ones that is) are a great lead-generation and educational tool - and the resulting recording can continue to generate results for years. So we often recommend the approach for clients. (e.g. Zoom or GoToWebinar)

Quoting: When (even IF) to quote is an important sales process question - the process of preparing quotes shouldn't be time consuming. Additionally prospect activity (opening, commenting, questions, and execution) should be easily tracked and logged in a single CRM contact record. (e.g. PandaDoc)

Partner Relationship Management (PRM): Many of our industrial manufacturing clients rely on indirect sales channel for field sales. Distributing and managing leads, information and training are all increasingly critical....and simultaneously more difficult. (e.g. LogicBay)

Interested in learning more about how HubSpot could support your marketing? Complete the form below and I'll schedule a tour of the tool and conversation. 

I want to learn more about HubSpot for Industrial Marketing