INBOUND 2015

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Ain't That a Niche!
How Saying No Can Help You Grow
Grow Your Business Through
Specialization
Shawn Fitzgerald
VP, Digital Marketing, THOMASNET RPM

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“Everybody lies to themselves. You have to audit who you actually are.”
—Gary Vaynerchuk

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So who are you?

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I am what I am, and that’s all that I am.

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I’m a problem solver, tinkerer, marketer, engineer, Dad

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How Did MFG Focus Help THOMASNET RPM?

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“You’re gonna need a bigger boat!”

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2012: 1 Account | 2015: 60 Accounts

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 Branding & Marketing
How can specialization help you?
 Sales
 Customer Work
 Team/Employees/Organization
 Finances

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You are not a commodity!

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Hey look, something shiny!

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An almost undefeatable differentiator.

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It’s like riding a bike…

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Industrial Sourcing Process
Develop a
Need
Design
and
Prototype
Research & Qualify
Potential Suppliers
Select
Suppliers
Production Maintenance

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Engineers
Focus: Form, Fit, Function
Stress: Finding the Solution, Solving
the Puzzle
Content: Technical Specs, Charts,
Tables, Graphs, Product
Configurations & Options,
Performance Curves, CAD Files, Etc.
Procurement Managers
Focus: Cost, Quality, Delivery,
Reliability in the Supply Chain
Stress: Picking The Right Supplier
Content: Technical Specs, Quality
Certifications, MSDS, Pricing, Lead
Times, Technical Specs, Equipment
Lists, Locations
MROs
Focus: Mix of Engineer &
Procurement
Stress: Maintaining Manufacturing
Operation, Dealing with Emergency
Downtime
Content: Mix of Engineering and
Procurement data, Maintenance
Bulletins, Installation Guides,
Emergency Shipping

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Your Team

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Finances & Revenue

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How should you pick?

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You have to go all in…

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 Survey your employees for their
past experience
Do this now!
 Identify your most successful
engagements
 Review your geography
 Analyze your existing contacts
and business relationships

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Surprise!
DGohil@technosofteng.com

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THANK YOU!
QUESTIONS?