What is your biggest marketing challenge?
Your goal is to grow your revenue, but there are mountains you haven’t figured out how to climb. If you’ve run out of internal resources and you’re still staring down at an overwhelming challenge, it’s worth your time to talk with an agency who has a track record of overcoming obstacles just like the ones you’re facing.
Waypost Marketing provides web design, digital marketing, and sales strategies for B2B manufacturing and industrial clients. We have achieved incredible results in this industry through our unique, holistic approach. By improving processes and removing bottlenecks from the beginning to the end of the marketing and sales cycle, we ensure that you not only generate more leads, but also generate more revenue from the leads you have.
Plan strategically for growth.
We can’t successfully market a product that we don’t understand. This is why our strategy development always begins with an intense process of discovery. Before we begin our first quarterly plan, we deliver a discovery document that defines and outlines the details of your existing marketing and sales processes. We also do a full study on your target markets, buyers, and buying scenarios.
With this research we can show you how to leverage or supplement the content and resources you already have. Our goal is to improve your positioning and increase your ability to meet growth goals. We can also help you bring your marketing and sales teams into alignment for the strategies we deliver.
Discovery is a process that never really ends. Before each quarterly plan we write — whether it’s the first plan or the thirty-first plan – we revisit that research and apply what we’ve learned to form an even deeper understanding of your business.
We intend to make each strategy better than the last one. That’s why every strategy we implement starts with goals and objectives. We want to focus on goals that have been customized to your business’s positioning, competition, and growth ambitions — goals that we can quantify and use to define success or failure.
Case Study: CPC Floor Coatings
Waypost grew a new business division to $3.5 million within 3 years, using digital marketing exclusively, with a 225% increase in organic traffic and a 360% increase in leads.
Prior to entering the floor coatings market, CPC had very little to work with: no brand, no name recognition, and only a small, low-content website for their painting division. The owners had also had a bad experience with a previous web development company, and thus were cautious about the whole digital marketing process. Waypost knew that ranking for any terms related to floor coatings would be difficult, since a brand-new site has very low domain authority and generally doesn’t rank well.
Initially, Waypost leaned heavily on paid Google Ads—the best way to get quick results while building towards a good organic reach. While we developed a weekly content publishing schedule and social media strategy, the majority of their site traffic came through these PPC leads. (For example, in August 2015, the first full month after the site launch, they had 85 organic visits but 503 visits from Google ads).
But after about a year and a half, the tide began to turn, with the more cost-effective organic traffic bringing in the lion’s share of visits. In March 2018, organic traffic brought in 1,916 unique visitors, while paid advertising brought in 1,162.
CPC has also had a number of leads come from geographic markets they didn’t expect to be able to compete in, including the greater Atlanta area, opening up whole new avenues for business.
Do more with the leads you have. Leave less money on the table.
Most of our experience with B2B manufacturing and industrial companies focuses on lead generation, but we also spend a great deal of time improving our clients’ lead nurturing and sales processes. Our primary goal with any sales enablement strategy is to increase the value of each lead that marketing delivers. We accomplish this goal in three ways:
- Marketing & Sales Alignment
- CRM Implementations & Training
- Coaching & Sales Support
Without Marketing & Sales Alignment, you’ll need more leads to make the same amount of money and the leads that you do get from marketing will require extra nurturing from sales before they’re ready for any kind of purchasing decision. In contrast, properly aligned marketing and sales teams are efficient at finding, nurturing, and converting leads cooperatively and effectively.
By incorporating a modern CRM into your marketing and sales playbooks, you can further increase productivity and remove the communication bottlenecks that are restricting your ability to generate sales.
All of this takes time and effort, and the support of an experienced agency is invaluable as you implement these new processes. Our team includes experienced business development and sales consultants who can motivate and train your sales team to succeed.
Lead Generation Optimized for the B2B Manufacturing & Industrial Sectors
American Bedding came to us in May 2017 and had record sales for July and August of that same year. They credit Waypost with a 15% increase in total revenue in our first year of work.
Many manufacturing companies use traditional marketing, word of mouth, and trade shows to reach new prospects. These tactics may still work, but there’s a problem: B2B buyers spend more than 70% of their time doing research online before ever contacting a company.
B2B buyers are more educated about options and solutions than ever before due to the vast amount of information at their fingertips via the internet. Plus, they can do all this research on their own schedule. What we’re saying is they are in control of the sales process before you even know they exist.
With a comprehensive digital content strategy, you can climb back into the drivers seat. By creating an online presence that educates and delights your prospective buyers in those early research stages, you can earn the credibility you need in order to win their business. Our approach to digital marketing is one that emphasizes the value of quality, informative content and focuses on meeting the needs of your leads at every stage of the buyer’s journey.
The tactics we implement for companies in the manufacturing and industrial sectors have been proven to open up new markets for our clients. These are the markets that couldn’t be reached by word-of-mouth or trade shows. If lead generation is an obstacle to your company growth, we can help.
Strategic Web Design for Conversion & Revenue Growth
Many agencies view web design as a first step. We are not one of those agencies. Your website is your most valuable and most foundational marketing asset. Before we start any new web design project we want to understand the long-term goals and obstacles we’re meant to be addressing. In fact, our first step in any new partnership is strategy.
Our web design strategies are built to inform more than just the initial design. We want to develop a deeper understanding of your sales processes, your target audience, and any obstacles you may face in generating leads. Most of all, we want to deliver a long-term plan for success to guide your future decision making.