Area of expertise
What follows is not a list of a la carte services Gorilla offers, but instead, a summary of the seven areas in which our team has collectively developed deep expertise. The strategies we formulate for our clients stem from these areas, which we call The Seven Core Elements of an Industrial Marketing Strategy.
Positioning is the perception of your business in the minds of your customers. Effective positioning starts by clearly defining in writing who your ideal-fit customer is – both at a company and individual human level. And it’s followed with the creation of a positioning message that states how your business delivers value to those individuals by addressing the pains and triggers that lead them into the buying process. Your Positioning exists to create focus and will guide all marketing decisions you make going forward.
2. Website Foundation
Your website is home base for your online marketing and lead-generation activities. For your prospective customers, your website should be the most helpful source of information that exists around their pains, challenges and common questions. For you, it should be a business development machine, working around the clock to attract, engage, earn trust and generate leads with ideal-fit prospects.
3. Demand Generation
Your Demand Generation strategy aims to foster awareness and visibility in front the right people from the right companies – those exact prospects you defined when you developed your Positioning. Demand Generation focuses both on driving inbound website traffic and establishing contact through outbound strategies. From an executional standpoint, tactics may include content marketing, search engine optimization, account-based marketing, and paid advertising.
4. Lead Generation
Website visitors are not leads. They’re anonymous individuals void of names, phone numbers and email addresses. Your Lead Generation strategy focuses on optimizing the percentage of these visitors that take lead-generating actions on your website like filling out a form or picking up the phone. The objective is to fill your sales pipeline with a steady stream of qualified leads from all stages of the buying process.
5. Sales Enablement
In the manufacturing sector, Marketing and Sales teams are notorious for operating in their own silos – a disconnect that promotes major inefficiencies and missed opportunities. Your Sales Enablement strategy aims to align your Marketing and Sales teams around a common goal. It will equip your Sales team with the tools (including a CRM and marketing automation platform), processes and content to streamline the sales process, optimize their time and ultimately, close more sales with ideal-fit prospects.
6. Lead Nurturing
Just because a lead is not sales-ready doesn’t mean he/she is not sales-qualified. Leads who may be a good fit, but aren’t yet ready for sales conversations are prime candidates for nurturing. Your Lead Nurturing strategy aims to establish a thought-leader position, build trust over time and be top-of-mind when they become sales ready.
Website traffic and resulting leads are only vanity metrics if they fail to drive revenue, at a healthy margin. Measuring marketing success starts with defining your desired outcome in tangible terms (typically target revenue and profit margin) and identifying the KPIs (key performance indicators) required to get you there. It means putting the right measurement systems in place from day one to track results. And it means getting the right individuals (your Executive, Sales and Marketing teams) invested in sharing and analyzing the resulting data.