The Industrial Marketing Road Map
Our flagship consulting engagement for B2B manufacturers – The Industrial Marketing Road Map – is where most of our clients begin.
Your Road Map will lay the foundation for a results-driven marketing investment that eliminates guesswork and avoids wasted time and money.
The engagement starts with some prework on your part to provide us with necessary inputs, and is followed by a collaborative half-day workshop with your team. We conclude by delivering our written recommendations (in the form of a concise, but specific action plan) for how to get your business from point A to point B over the next 6-12 months.
Consider this first $5-10K of your marketing investment the cost of not going into a tactical marketing implementation blind.
Instead, you’ll charge forward with a sound strategy, action plan and most importantly, confidence that your marketing investment will generate the business outcomes you’re seeking.
How this engagement plays out
Step 1: Prework
Prior to our consultation, you’ll complete three assignments (totaling an estimated 2-3 hours of work per person).
First, you’ll complete a Discovery Survey that provides us with essential inputs about your business, ideal customer, competitive landscape, sales and marketing processes and desired outcomes.
Second, you’ll watch a 30-minute recorded webinar (on your time) that will instill a baseline understanding of The Seven Core Elements of an Industrial Marketing Strategy that we’re likely to apply to your business.
And third, you’ll complete a Self Audit to benchmark your current state in each of those seven key areas.
Step 2: Strategy Workshop
After receiving your completed prework, we’ll conduct a half-day Strategy Workshop (ideally on-site at our St. Louis office, but doable via video conference) with your leadership and sales team.
We’ll begin by clarifying key points from your Discovery Survey and Self Audit. But we’ll spend a majority of the Workshop examining your ideal customer type(s) or highest priority end market(s) in depth so we can craft your strategy around the best, most profitable opportunities.
In particular, we’ll look at the characteristics of those ideal accounts at a company level, who the buying-process influencers are at those organizations, what triggers or pain points lead them into the buying process, and what information they’re trying to gather from you along the way. This workshop will lay the foundation for your written strategy and action plan that follows.
Step 3: Recommendations
As soon as the next day, we’ll present our recommendations over a live video conference and screen-share meeting.
At that point, we’ll have conducted supplemental research and documented our strategic advice about what you should (and should not) do over the next 6-12 months to get your business from point A to point B.
Our recommendations will encompass specific action items related to your positioning and messaging, website, marketing/sales technology stacks, content strategy, lead generation strategy, pipeline management strategy and methodology for measuring results.
We’ll include options for implementation of your strategy at different levels of investment, and that take into account any internal resources you may (or may not) have available to assist with implementation.
At the end of this process, you’ll walk away with a clear understanding of where to focus your time and marketing spend. And you’ll have a documented and ready-to-implement action plan in hand.
Whether you commission Gorilla to implement the plan, shop it to other agencies, execute it yourself (or some combination of these) is your choice. Regardless, you’ll now be ready to move forward with confidence.
What does this engagement cost?
$5000 – $10,000. Though not insignificant, we can assure you this is a small price to pay to avoid diving into a tactical implementation without a sound strategy and action plan. Lost time and money playing the marketing guessing game will quickly trump this investment.
What if we’re not satisfied with the output?
Then you can pay us what you thought it was worth, even if that means $0. No questions asked. We put a full guarantee on our Road Map engagement because after 10+ years of serving the industrial sector, we know how critical this step is to your success and how much value is created through our proven process.
How long does the engagement take? And how much time will we invest?
This process can be completed in two days if you carve out the time to make that happen. More typically, it plays out over about a week.
Your team will commit an estimated 3 hours per person to complete the required prework. The Strategy Workshop will require a full 3 hours. And the presentation of your complete Road Map will take 1.5 hours. So in total, each of your team members should plan to commit about 7-8 hours to the process.
Who should be involved?
Your Road Map is unlikely to gain traction without the buy-in and direct involvement of your leadership team. Our most successful clients have committed the time of their CEO/President, VP of Sales, Marketing Director and ideally a few other key sales professionals to this Road Map engagement.
Who will be involved on Gorilla’s end?
How much will the implementation of our plan cost?
There’s no canned answer here. If your total marketing budget for the year is $100K, your Road Map investment will utilize the 5-10% to assure you maximize the rest of it, without having to throw darts or backtrack.
In such a scenario (where your budget is limited), we may recommend enlisting an agency like Gorilla to handle the more complex elements of implementation, while making use of internal resources and/or third party specialists to handle others.
We can also coach and/or consult your team through self implementation for an agreed-upon fee.
For context, most of our clients for whom we handle both strategy and full implementation spend $100K+ with us per year.
Ultimately it’s our job to put ourselves in your shoes. We’ll always challenge ourselves with the following question:
If we were you, but with all the marketing knowledge and experience that our team at Gorilla collectively possesses, what we would we do?