Pitching a New Prospect and Managing Clients
We did things a little differently for this video, and showed a snapshot of two calls from my day that give two different pictures. The first call was with a potential client, going over services we provide, and detailing what we would bring to the table if we were their marketing firm. The second call was an internal discussion with client facing team members, discussing our accounts and addressing the most important client issues we’re facing today.
Kyle shows some of his daily conversations and the things he discusses with clients.
Jumping on a call with [Kat 00:00:21], our business development manager. Got a second call with a potential customer. She did the first one … bringing me on the second one to talk about overview of what they do and how we can help them, and go through the details of what they’re looking to do in 2019.
It doesn’t matter if you produce content. If nobody’s sharing it or where they’re sharing it to doesn’t have a good reach, that’s where they need to focus on first, so. That’s the main thing, when I was just looking at the activity that you guys have, that stuck out. But at the end of the day, there’s a lot of things that we can do for you guys, so it comes down to what areas are you guys looking to potentially get some assistance in.
Do you have somebody doing ongoing maintenance with web and stuff like that?
… what they’re looking for, and you guys start to compete with the machine manufacturers, right? Because just in a simple Google search, micro-injection molding, you’re competing with … It’s not their niche.
Now from a search standpoint, you guys should be able to beat the snuff out of them because it’s everywhere. You’ve got it numerous times on your site, whereas they’re gonna have one or two pages dedicated to it. But as a whole … Yes, exactly.
You know, going back to the question of basically what function do you see an agency like ours participating or contributing towards your overall marketing effort? Because I know you guys are doing a lot of different things.
The first is gonna be the website and SEO. Tracking that, making sure everything is optimized to just give you guys the biggest opportunity to get that search traffic. As you know, if you’ve ever looked at search term volume, it’s not very high for the stuff you guys are doing. It never is. You’re not competing with … The phrases that we talked about, they’re not five thousand searches a month. They’re like four hundred and fifty.
Yep, it is a little pond. And that’s where when you add them all up in all the different variations and all the different buckets and markets, then, yes, you can get to a decent volume. But that’s the first aspect, is make sure everything is optimized, and then start tracking it. Then we get into the content side … creating content … because that’s what’s gonna drive new, potential customers but also improve long-term SEO. And then, the third aspect is social. In particular, with you guys, on LinkedIn. So starting with those three is the foundation to where we have to make sure that all three of those things are in place because when we make content, it’ll go out on the website, but you’re not gonna get any eyes on it if you don’t distribute it. If you guys are doing email marketing, we work with that a lot, whether it’s monthly, bi-weekly, quarterly … But social on LinkedIn, the stuff that you guys are doing really would make a big impact, like the client that I mentioned. I could even set up a call for you to talk to her to see what she’s seeing, because you guys are selling to the same market, and she’s open to talk because she knows that at the end of the day you guys aren’t competing with them.
Those are the three foundations. Now once you go from there, one thing from a content standpoint is, with quarterly content shoot with video, what we do is come on site and spend a couple days at your facility, shoot a ton of content, and then create anywhere from 12 to 14 videos and drip that out over each week over a quarter. And so, what that allows us to do is have fresh, new content. And then, we come back again to shoot more video content, edit those videos, and everything would be based on a strategy that we have, and then drip those out on social, on the website, on YouTube, through email marketing because video is just killing it over the last 12 to 18 months with engagement and watch time.
We produce a lot of content in whitepapers for them. For all of our clients the thing to look at is breaking content, from a written standpoint, into two buckets, one being SEO focus and one being value focused. You essentially need to cover up the simple things like you did. Creating a piece of content for that that has higher search is gonna be making your brand awareness out there. But you’re not gonna send that to a design engineer because they probably know what it is. But looking at part design guidelines, mold design guidelines, choosing plastics, issues with plastics, processing, the ways that you guys run project management through your company … those are things that we produce content for that is high value.
Yeah. What’s nice about it for you guys is I have to assume that between your side managing the marketing … your sales teams being boots-on-the-ground knowing the market, you could probably provide a hundred to two hundred company names that you’re trying to go after. And what we do is, we build out campaigns to where we’re only focused on going after purchasing or engineers at one of those 100 to 200 companies. They’re the only ones that see the ads. So it’s extremely strategic, and it can speak directly to them for relevancy. It’s a powerful thing.
But, like I said, at the end of the day, there’s a lot of different things we could do. We start with the main core three, unless it’s already being managed. Then we can look at doing something different. But what it comes down to is how much budget allocation can be dedicated to this type of effort because without a budget being there to spend the money, there’s obviously nothing that can be done.
Just so that way we’re being as efficient as possible. We’re gonna send over those two reports that Kat talked about. That’s a starting point, just to give you some indication. I don’t know how well things are being tracked now, but this is just to give you our tools that we use to give you indication on the site and the organic search. But what types of things would you like to see next?
I could do an hour-long video call that’s recorded with your team to walk through the best practices and then even taking examples of people at the company and showing how to do optimizations, how are you gonna use it, what are you gonna do with search, what type of content are you gonna produce, and just do an hour-long call. It will be video recorded, and then you guys can get a copy of it.
When we have clients that use that as part of their program when we’re managing social, that comes with it, to where what we essentially do is not only teach people how to use it, but then we hold them accountable to be using it on a monthly basis … and weekly … to where we’re tracking KPIs and metrics at an individual level and then having follow-up calls monthly with the entire team because we could show you guys how to do it, but if the sales guys don’t have the muscle memory to use it, then it doesn’t help us on our side. So we try and hold them accountable.
One of our clients, they’re just over a billion in revenue, and they’re a huge gear and motor manufacturer. We break the groups into 15 salespeople per call, and we just go through … initially, it was the training, and then it comes down to what are they doing on a monthly basis, what wins did they have … We track all the metrics with conversations, quoting opportunities, connection increases, and then answer any questions of issues that they’ve come across. That’s something that’s an ongoing part of our program, and what we could do is just give you the first part, which is explanation and a strategy of how to use it, and tell these guys exactly what they need to do to move forward … to get them excited.
I’ll look at some of your stuff that came from the audit, and I’ll do a little bit of research. What I’d like to do is say, “All right. These are basically two areas that you can go down,” as far as how we can support you, and then figure out if that’s something that could be implemented this year or not, and basically give two different levels of … We try not to just do a singular management because typically there’s two things that go hand-in-hand. I’ll basically have Kat and I put together two different ideas that we have, and then we can follow-up and talk about it then. All right. We’ll talk to you soon. Thanks. Bye.
I’m running out of batteries.
Calling Karen, director of project management with Becca … going over accounts. Each account we basically break them into groups, A, B, and C, and then go through new things that are going on, things that we have to get done, account management review … This is a daily call that we have pretty much every time we’re on lunch time.
… break them down into groups and do them on different days, unless there’s something that comes up that’s important and you need to discuss that day-
-that would be cool. But yeah, we just break them out into groups. That way, we don’t spend way too much time-
Yeah, that’s fair.
-going through every one every day.
So he came back yesterday because I asked him, “What can we do, and what are they doing?” He said he’s gonna be looking at it and to give him a couple of weeks. I’ve got to go out to Chicago probably twice over the next four weeks, so I’d bring Nick out there with me both times, and then we would just do a shoot for him.
Well, I mean, what did she say-
Well, she’s got some other things like … And that’s the thing. We can do this lift, but I actually have some accounts that we’re gonna have to talk about today and work on them where they fall on the list. She’s waiting on timeframes for the video shoot.
She said she’s-
Dude, time out.
-trying to make sure that the key people are in place, so we gotta-
If I could write that fast, I would be in the Guinness Book of World Records.
… transfer to the new site once the three oh ones are in place. Otherwise, they’re gonna have blind Google Analytics.
I feel like we need a whiteboard there that’s all that good stuff so you can see it from your desk.
Nope. Got the wall right there. If we put a whiteboard there-
I know. We wouldn’t be able to put up the graphic … or at least it’d be [crosstalk 00:11:06].
We can put the whiteboard down and the graphic above it, but. I was thinking about putting two there, but then I was like, “My stuff shouldn’t be up there,” because what about when somebody comes in?
Like meeting minutes?
Yeah. But, I mean, I’m taking notes.
I know you’re taking notes.
You’re drawing and taking notes.
Yeah. I’m taking notes on the stuff that I need to do, which so far, is nothing.
I’m taking notes now. So she wants the video content shoot pricing. She needs to tell us … Respond to her … pitch deck brochure [inaudible 00:11:51], whatever the brand collateral is, we need some sort of indication as to size. Is it gonna be a 10 slide deck, they’ve already got the writing, and they just need us to organize it? The brochure … How many pages? Do they already have content for it? We just need to know what she wants us to create.
Yeah, so ask her the sizing on it, because a brochure … Is she looking for a tri-folding thing or does she want something like ours where it’s six pages, double-sided, 8 1/2 by 11? We need to know some more information before she can get a price. I’ll just put all that on one proposal. So get those answers to any question that you even think you would need. Imagine that you had to make that pitch deck. Just ask the questions that you can think of. Once we get that, poke me, and I can throw together a proposal.
Man, when did all this stuff come up?
I think yesterday.
Oh, okay. I was gonna say. It hasn’t been brought up before.
… any examples of how they’ve used each and why they chose that, because case studies are easy, from our standpoint. We’re just tying things in. We’re not writing a hundred percent of the words.
No, yeah, I don’t need a call. I’ll figure out the intro and outro and how we’re gonna organize it, but I need actual examples. Preferably, tell them to snap a picture.
… on it.
That’s gonna be an issue. I can tell you right now, from a time standpoint, that’s gonna be a major issue.
What we need … and tell me, Karen, if you want Becca to do this, because she’s got a really nice, new whiteboard here that she likes to decorate with things to do. We need a list of every piece of content that we’ve written. We need an ongoing spreadsheet with the name, the client, and a link to the article of every piece of content.
Yeah, I was … I know.
I’m gonna have to help you with the outline of organization, so if you can at least group it together based on their content, then I can tell you like, “All right. Here’s how I would pitch them. We wanna start with this and that,” and then go through it.
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Kyle Milan is a well accomplished sales and marketing professional with over 14 years in the B2B space. He is the CEO of 5 Fold Agency and a Sales and Marketing Strategy & Social Media Marketing expert. He has published several articles at major news media outlets on various topics of; Inbound Marketing, Digital Marketing, Social Media Marketing & Advertising, Industrial Marketing, Manufacturing Marketing, and Entrepreneurship.