We figured it out.
Today’s buyers are smart and competition is fierce. Engineering companies today have to contend with the reality that the old methods of getting business just don’t work like they used to any more.
It’s not that running a B2B business was ever easy, but there was at least a reliable blueprint businesses would follow for the last several decades.
- You’d reach out with cold calls and drum up sustainable interest in your product or service
- Sales calls were critical opportunities for customers to learn how they could solve their problems
- Traditional advertising was also a valuable chance to showcase your service
But those companies that still demand on these older methods will have noticed what’s different.
Customers know more.
Before they ever get to a sales rep, today’s customer has done extensive research online. This means they’re less receptive to you initiating the contact. Then when they do start reaching out to vendors, they’ve already narrowed the field and are just looking for the final few differentiating factors between the companies on their shortlist.
Their decision’s practically already made. That traditional sales and marketing approach locked you out before you even knew the door was open.
A successful engineering company doesn’t simply sell some product. You sell companies the ability to produce a solution, and if something changes in the market that allows for a more capable service, you’d adapt.
What trips up traditional marketing firms is the idea that they’re selling just marketing: ad buys, branding, and so on. The deeper goal of marketing is growth, right? So, if conditions for growth have changed with today’s more educated customer, shouldn’t your marketing company have transformed too?
At Flawless Inbound, we’ve always operated with the idea that growth is the central focus of everything we do.
At the top, we said we figured it out. Here, we’ll let our CEO and Founder tell you himself.
We’ve found the best strategy for reliably growing B2B companies is aligning sales, marketing, and service departments together as one focused whole that shares information and collaborates on ensuring customer success.
Saher Ghattas, Founder, Flawless Inbound
Sales, Marketing, and Service Alignment through a CRM: For Engineering
As engineering companies, your customers are often looking for solutions to complex problems — and they’re going to do their research. Addressing that, our methodology’s first step makes your company a part of that research.
With Marketing Enablement, we show you how to transform your marketing department into an inbound lead machine. This means getting in tune with what your potential customers are worrying about and putting the answers on your website.
- Write technical blogs explaining common problems and solutions
- Create a series of video tutorials for a more visual approach
- Produce an FAQ that serves as a valuable resource
- Compile lots of information together into longer guides clients can use as references
Above all, this content marketing should educate: it’s about demonstrating value and allowing your customer to begin building trust.
Anticipate How Your Customer Seeks to Resolve Their Pain
As their research begins, a customer experiences pain without necessarily knowing the problem. Perhaps they are becoming increasingly frustrated with limitations in their production process, but they’re looking at specific fixes while missing the bigger picture.
With a little SEO mixed in, your content will rank highly for your customer’s query. It tackles their concern while guiding them to your more holistic solution — possibly just how easy it can be to deploy industry-standard upgrades that address the root causes of their day-to-day production challenges.
You keep it all educational, and as they begin to trust your company they’ll eventually take an action to convert to a lead. It’ll take time — but when you’re typically looking at a long sales cycle in the engineering world, that’s par for the course. And just more time to build that trust. The crucial thing?
They came to you.
So Now What Do You Do With Them?
Through Sales Enablement, we’ll help you understand what to do with your leads. Together, we’ll answer the questions of who’s most qualified to buy from you, and what the right approach for them is. Then, we’ll teach you how to blend together good old personal one-on-one contact with the power of automated communication and the information gathered in the marketing process. With this approach, you become the obsessively helpful partner that’ll nudge that lead over to customer.
Think it’s over just because you signed a contract? For B2B businesses you’re often interested in an ongoing relationship with every customer — but at any time, a customer could decide that a competitor is a better fit.
With Service Enablement and focusing on facilitating customer success, you recognise the opportunity to cross sell, upsell, and turn that customer into an evangelist. Combine that with a united approach from additional marketing and sales outreach, and what you’ve got is a flywheel. Sales, marketing, and service each add repeated momentum to thrust the customer toward success.
- Marketing continues to reach out with new helpful materials to cement your relationship as a trusted partner
- Sales remains in contact to ensure needs are being met rather than simply disappearing after a jarring handoff
- Service learns how best to interact with the client and shares information with sales and marketing to maintain cohesion
But most importantly? You’re in control.
The HubSpot CRM
The critical tool that makes it all work together in harmony is the HubSpot CRM. Using this, you integrate your website, your customer data, your communication, and even your customer service, into one comprehensive, cohesive engine.
Ready to jump in?
Let’s talk about your business, your customers, and what we can do to help you grow.