95% of manufacturers invest in digital marketing... But your sales and marketing process doesn’t need to be complicated. You need regular orders to survive and grow. That means your sales and marketing need to work together to generate and close leads. However, things aren’t the same as they used to be. In the last 5 years you may have found: Generating leads and opportunities more difficult Difficulty targeting the right audience Challenge in creating enough high-quality content Measuring success and ROI almost impossible. This workshop is for ambitious manufacturing businesses that want to build a predictable stream of high-quality opportunities. If you’re frustrated with your sales and marketing results, need clarification on how to build a successful sales production line or are keen to improve out-of-date marketing habits, then this is the ideal workshop for you. This workshop will address the issues and challenges you face in growing your manufacturing business. It includes: - an insight into UK manufacturing trends - an overview of marketing - challenges that businesses just like yours are facing - reasons why your current lead generation is no longer working - a guide to the new model for building predictable lead generation - how you should be investing your - marketing budget for the next 12 months.

1. Lead Generation
For Manufacturers
Paul Moss

2. Agenda
• UK manufacturing trends
• The reason your traditional lead generation is no longer working
• The new model for building predictable lead generation: Inbound marketing
• Do industrial companies really invest in content marketing?
• How will you evolve?
• Q&A

3. Global trends
• The value of the manufacturing industry to the
UK is huge with an annual output of £191
billion.
• The UK still remains in the top ten
manufacturing nations at ninth place.
• However, the industry faces huge challenges.
Make UK, 2020

4. Global trends
Despite these challenges, manufacturers are
responsive to these challenges and the majority
try not to let political and economic uncertainty
affect growth.
The Manufacturer, 2020

5. What does this mean?
Cut costs and hope for the best – a
prevention model akin to firefighting.
Win market share – focus on
customers, invest in sales and
marketing and differentiate.

6. Your traditional lead generation is no longer working
B2B buyers spend as little as 17% of their buying
journey meeting with potential suppliers.
Gartner, 2019

7. Challenges you’re facing with marketing

8. Challenges you’re facing with marketing
• Generating leads is more difficult
• Lack of resource
• Targeting the right audience
• Creating enough high-quality content
• Measuring success and ROI.
The Marketing In Manufacturing Report, 2022

9. Just having a website is no longer
enough!!

10. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

11. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

12. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

13. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

14. Sales Messaging & Personas
Great sales messaging balances on having
detailed buyer personas for your ideal
customer.
You need to understand your audience’s:
• Stresses/challenges
• Common objections
• Needs
• Buying triggers
• Channel usage.

15. Sales Messaging & Personas
Example Persona - William
• Age 55+
• Educated to BSc
• Married with Adult Children
• Salary £70k+
• Full Budgetary Control
• Goal: to build the business so he can exit and retire.
William is typically 55 years plus. He’s a Baby Boomer
(born pre-1960) Started the business some 25 years ago
and has built it into an established business that is
respected in its field through hard work, leadership, and
teamwork and people management. He knows that a
penny saved is a penny earned.

16. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

17. Content
You need to capture people here.

18. Nurtured leads experience a 23% shorter
sales cycle.
Customer Experience Matrix

19. Do industrial companies really invest in
content marketing?

20. Do industrial companies invest in content marketing?
The number of industrial businesses with a
documented content marketing strategy has
increased by 21%.
CMI, 2019

21. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

22. What Should Your Teck Stack Look Like?
The modern marketers tool kit
CRM
Marketing
Automation
Pipeline
Management
Website +
Landing Page
Builder
Ads Manager
Social
Manager

23. The New Model For Predictable Lead Generation
Strategy Targeting
Messaging
& Persons
Content Tech Stack Reporting

24. Reporting– Know Your Numbers
• Average order size
• Profit margin
• Which sources generate the best CPA
• Lead to opportunity conversion rate
• Opportunity to sales conversion rate
• Which content drives the most interest and conversions

25. 33% of manufacturers say measuring ROI is
their most significant marketing challenge.
The Marketing In
Manufacturing Report, 2021

26. What Does Success Look Like?
• Unclear messaging
• Lack of content
• Reliance on brand name
• Disabled by poor website set-up
• £5 million potential lead acquisition
• 179% increase in website goal conversions
within six months
• 22% increase in organic traffic YoY

27. How will you evolve?
• What needs to change in your business to help it grow?
• Do you need to partner with/recruit people with new skills or upskill your team to evolve?
• Do you have the relevant tools/processes to help you achieve your goals?
• Do you know what your competitors are doing to win market share?

28. What next?
Free 1-Hour Strategy Session
https://tinyurl.com/1hr-strat
You’ve seen what it takes to make lead
generation successful in manufacturing. Now let’s
talk about your business specifically.
We’ll cover:
• What your marketing and business goals are
• What marketing results you’re currently
generating (if any)
• Where your focus points should be for the next
6-12 months