Presentation by Martin Broadhurst, Digital Marketing Director, Katapult Inbound, delivered at the Digital Marketing Show 2014

1. Inbound marketing for manufacturing and engineering companies
19thNovember 2014

2. katapult.co.uk Office: +44 (0)1332 294416
Martin Broadhurst
We are an inbound marketing agency
Focusing on manufacturing and high- tech engineering
RAR Top 100 Agency
Digital Marketing Director, KatapultInbound
@MPBroadhurst

3. “If you have more money than brainsyou should focus on outboundmarketing. If you have morebrains than money, you shouldfocus on inbound marketing.” Guy Kawasaki, Chief Evangelist, Canva.com

4. Source: Moz.com

5. katapult.co.uk Office: +44 (0)1332 294416
Inbound marketing for manufacturersand engineering companies
Goal setting
Setting realistic goals and budgets
Buyer personas
Getting into the mindsetof the buyer
Getting found
To pay or not to pay?
Lead nurturing
Aligning content to the lifecycle stage
Closing deals
Signing contracts and delighting the customers

6. katapult.co.uk Office: +44 (0)1332 294416
Goal Setting

7. “When it is obvious that the goalscannot be reached, don't adjust the goals, adjust the action steps.” Confucious

8. Expectations vs Reality
0
10
20
30
40
50
60
70
80
90
Year 1
Year 2
Year 3
Year 4
Revenue Growth vs Marketing Budget Growth
Revenue
Marketing Budget

9. Finding the balance

10. Subscriber
Lead
Marketing Qualified Lead
Sales Qualified Lead
Opportunity
Customer

11. Know your COCA
Use your COCA to set realistic budgets for future growth.
In the example above, a company wishing to double their client base should increase their sales and marketing budget by £200,000

12. katapult.co.uk Office: +44 (0)1332 294416
Buyer Persona

13. “A buyer persona enables you createmarketing content that is forsomeone and not everyone.” Jeremy Victor, B2B Bloggers

14. Have your buyers come to you

15. https://www.flickr.com/photos/jurvetson/
What are you looking for when you create a buyer persona?
•
Insights into their goals, challenges and pain points
•
Demographic information
•
Real quotes
•
Above all else, honest answers are a must

16. Offshore Olly
Goals
Decommissioning an oil platform
at the lowest possible cost
Finding supplier who just get
the job done.
Challenges
Relatively new project phase
for the industry so track records hard to find
Have trouble trusting a supplier
who they have confidence to deliver
Experience
Many years experience
in the field
Demeanor
No bull!
Wants to look you in the eye and see you’ve experienced life on the rigs.

17. Offshore Olly
•
Primary: Need to get this job done quickly and cost effectively as possible. They have previous experiences doing it.
•
Secondary: Not a lot of effort. They do not want to have to chase. Looking for suppliers who can just get the job.
•
Industry High Costs Infographic [Infographic]
•
Industry Whitepaper: Reducing costs associated with Offshore engineering
Blogs
•
Milestone offshore projects
•
Four strategies for asset life extension
•
Offshore engineering case study pack
•
Offshore tooling buyers guide
Blogs
•
Ten tools for complying with the API guidelines on pipeline intervention
•
Three checks to identify the right tools for slot recovery operations
•
Lunch & learn
•
Technical consultation

18. katapult.co.uk Office: +44 (0)1332 294416
Getting found

19. “The best placeto hide a dead bodyis page 2 of Google.” Anon

20. Blogging
It’s really quite important

21. Be useful
Talk around your products

22. PPC
For the stubborn keywords

23. Social media
Your industry isn’t that old school

24. On-page SEO
That’s a given, right?

25. katapult.co.uk Office: +44 (0)1332 294416
Lead nurturing

26. “There is no sales without the story; no knockout without the setup.” Gary Vaynerchuk

27. Lead nurturing overview

28. Offshore Olly
•
Primary: Need to get this job done quickly and cost effectively as possible. They have previous experiences doing it.
•
Secondary: Not a lot of effort. They do not want to have to chase. Looking for suppliers who can just get the job.
•
Industry High Costs Infographic [Infographic]
•
Industry Whitepaper: Reducing costs associated with Offshore engineering
Blogs
•
Milestone offshore projects
•
Four strategies for asset life extension
•
Offshore engineering case study pack
•
Offshore tooling buyers guide
Blogs
•
Ten tools for complying with the API guidelines on pipeline intervention
•
Three checks to identify the right tools for slot recovery operations
•
Lunch & learn
•
Technical consultation

29. katapult.co.uk Office: +44 (0)1332 294416
Email beatsgatekeepers
Personalisation
Relevant industry
content
Mobile optimised
templates
Engineering
Excellence
Inbox in their pocket, all day, every day.

30. katapult.co.uk Office: +44 (0)1332 294416
Closing deals

31. “Selling to people who actually wantto hear from you is more effectivethan interrupting strangers that don’t.” Seth Godin

32. Engineering
Excellence

33. katapult.co.uk Office: +44 (0)1332 294416
Service level agreements
Clearly defined roles for sales and marketing teams
The responsibility of marketing
Increasing website traffic
Generating leads
Pre-qualifying leads to deliver marketing qualified leads to sales
KPI: Number of MQLs generated
The role of sales
Qualifying MQLs to find sales qualified leads
Uncovering SQLs needs to find the opportunity
Closing deals
KPI: Deals closed/revenue generated

34. katapult.co.uk Office: +44 (0)1332 294416
Inbound summary
Set realistic goals
Use your COCA to set appropriate budgets for sales and marketing investment for future growth
Keep the buyer in mind
Use your buyer personas to guide your content planning and production
Getting found
Keyword research and buyer personas provide ranking opportunities. Use PPC sparingly.
Nurture leads with marketing automation
Use appropriate content for the phase they are at in the buyer decision making process
Agree an SLA
Make sales and marketing teams accountable to each other.

35. Engineering
Excellence
Thanks for listening
Any questions?
Find us on stand A34 where you can get free website reviews and goodies.
www.katapult.co.uk
@_katapult
01332 294 416