The Industrial Marketing Road Map
Our flagship consulting engagement for B2B manufacturers – The Industrial Marketing Road Map – is where we begin with most clients. This month-long process (which culminates in an actionable 75-page marketing and sales strategy) lays the foundation for a results-driven marketing implementation that eliminates guesswork and avoids wasted time and money.
How it plays out
Step one involves two pieces of homework from your team. First, you’ll complete a thorough Discovery Questionnaire (about a two-hour commitment) to provide Gorilla with critical background information about your business, ideal customer, competitive landscape, sales and marketing processes and intended outcomes. And second, you’ll complete a Goals/KPI Worksheet to help us focus on the outcomes you want to achieve with your marketing plan.
Step two is a full-day Discovery Workshop (ideally on-site at our St. Louis office, but doable via video conference) with your Leadership team and Sales team. We’ll begin the workshop with some baseline marketing and lead generation education for your team (how the industrial buying process is changing, the role of content, how the search engines work, converting website visitors into tangible leads).
Then we’ll spend a majority of the day analyzing your ideal-fit customer together. We’ll examine what that account looks like at a company level, who the buying-process influencers are at those organizations, what triggers or pain points cause them to seek information (that might lead them to you), and all the questions they’re trying to get answered throughout the buying process. This workshop will lay the foundation for your written strategy and plan of action.
Step three is a research and audit process that we’ll conduct over the course of the next month. The process involves a SWOT (strengths, weaknesses, opportunities and threats) analysis in seven key areas of your marketing and business development process, competitive research and finally, the creation of a 75-page document outlining our findings, our recommended overarching strategy and a specific, tactical plan of action for the next twelve months.
Step four is a two-hour meeting (in person or video conference) in which we’ll present your finished Road Map and walk you through options for implementation.
At the end of this process, you’ll have a tangible and ready-to-implement business development plan, focused on your ideal-fit customer and backed by research and strategy. Whether you commission Gorilla to implement the plan, chose to implement it yourself or shop it out to freelancers or other agencies is your choice. Regardless, you’ll now be ready to move forward with confidence.