Customer Profile: A traditional manufacturing organization making heavy engineering products
Problem: After implementation of the traditional sales processes, the client realized that in order to reach out to a larger client base he would have to either go through the dealer- distributor network or reach the customer directly through other means.
The dealer – distributor network was not value for money as it was a highly engineered product which required a consultative sale that required the company sales person. The finder’s fee was too high hence the need to develop a strategy by which a client could reach his market. After identifying digital marketing as a vehicle to achieve that, the client approached us for a solution.
Solution: We worked with the client to very clearly define the target markets and the segments within those markets that he wanted to reach. We also defined the product positioning and the messaging to be adopted for communicating the benefits of using these products. Once this was established, we worked with the client to
- understand the suitable digital media platforms which would help him reach the right customers
- we developed a content strategy
- a content development plan on the basis of which the right content was put together
- along with appropriate marketing messaging so that the products could start being visible to
people who were not within the immediate contact circle of the client.
Benefit: The client is probably the only one in his industry internationally who is so active on social media. They are able to show case their products and services to the entire digital world and also be able to share some of this content to their existing customers and also introduce new products in a very quick and visual manner.
Digital Marketing For B2B