Building a Marketing Machine for an Engineering Services company

Client – high-end embedded software development, electronics design & mechanical design company

Old State

The client is extremely competent from a technical standpoint, but they weren’t sure how to actively engage new potential customers.

They’d been dabbling in marketing for years (since the inception of the company).

Ultimately the client decided they wanted to get more serious about their marketing, reflecting their technical prowess with digital marketing for a more significant impact on the business. How?

By getting sales-ready leads knocking on their door.

New State / Results / Outcomes

  • A new steady stream of sales-ready leads (SRLs).

  • Sales support content for validation.

  • A well-structured website that’s easier to frequently update. This is important because a website should be an ever-evolving entity to reflect where a company is at and where they’re headed.

Interesting Tidbits

  1. The time between initiating the first experiment and the first hand-raiser took less than ~2 months (yes, that’s fast).
  2. A significant number of well-known companies and high-CLV (Customer Lifetime Value) potential companies have raised their hand.

The Journey

  1. Website overhaul – The client needed a new website foundation for RocLogic to build off of. RocLogic doesn’t do website overhauls. This client felt comfortable taking the lead on getting the basic infrastructure and foundation in place, with support and input from RocLogic (e.g. selection of theme, main pages, plug-ins, messaging and content).
  2. Experiments were initiated by RocLogic and supported by the client.
  3. The first hand-raisers started coming in less than ~2 months after starting experiments (caution: that’s WAY faster than should typically be expected).
  4. The client then started handling and managing the potential customers, learning how best to engage them. RocLogic supports sales process improvements with suggestions on follow-up, messaging, and how to leverage the CRM.
  5. Going forward, the client and RocLogic plan to continue to work together in areas such as:
    1. operating the machine,
    2. continuing to build up the machine,
    3. exploring new business opportunities and new marketing methods,
    4. optimizing the sales process,
    5. optimizing and creating new content.

Marketing Capabilities leveraged

  • Inbound marketing
  • Content marketing
  • Search marketing
  • Social media marketing (LinkedIn)
  • Digital marketing guidance
  • Digital marketing foundation data gathering tools configuration & integration checkup.
  • Targeted topic(s) research, selection, testing and analysis.
  • High-level content recommendations (topics & sub-topics)
  • Domain authority investigation, analysis, and recommendations.
  • Ad creation, management & optimization.
  • Content creation / modification / optimization (raw information pulled from client).
  • Updates / additions to website content, messaging, and organization/flow.
  • Digital footprint improvements
  • Design for UX / CX
  • Sales tips and suggestions
  • Partner channel marketing support
  • New CRM (HubSpot) to facilitate sales process
  • Improved marketing analytics

Need a marketing machine?

Yes, let’s chat