A history of digital marketing success

Marketing Zone grew out of our team’s success with making the transition from traditional business-to-business marketing to digital marketing. We grew our sister company, Best Technology, 20% year-over-year gross profit every year for 6 years in B2B industrial equipment and chemical sales. Along the way we learned how to optimize our online marketing strategy for a new generation of online industrial buyers.

What is inbound lead generation?

The traditional outbound sales model of cold calling and pounding the pavement is fading away in the market for industrial equipment. Like the rest of us, engineers simply don’t want the interruption of a salesperson showing up uninvited on the phone or on their doorstep.

The new model for sales of industrial products is through digital marketing and inbound lead generation. Inbound lead generation uses online marketing techniques to make it easy for potential clients to discover and contact you when they’re considering a purchase. By offering valuable website content, you can start conversations with sales prospects who will exchange their contact information for your expertise. Inbound lead generation lets the potential buyer choose when to start the conversation.

Overcoming the engineering language barrier

In the process of building out the Best Technology website, we discovered that most digital marketing agencies have little experience or understanding of the science and technology behind the products we marketed. Attempts to outsource digital marketing and the writing of content for Best Technology’s website fizzled due to the writers’ lack of engineering knowledge. The solution? Bring the technical writing in-house.

As the business grew, Best Technology transformed from a regional Midwest sales organization to a U.S. national and international subject-matter expert on chemical process manufacturing equipment. The sales team faced the challenge of closing so many sales that manufacturing partners struggled to keep up with the demand. Through online digital marketing and industrial SEO, the Best Technology website generated more leads and more sales than the websites of its manufacturing partners.

Those partners started asking, “How do you do that? How do you find so many leads and close so many sales?”

Marketing Zone was born out of that quest to meet the need of industrial manufacturers to make the transition to digital marketing and inbound lead generation. We work with B2B industrial companies ready to commit to growth and digital marketing success.

Our work transforms websites. New website content facilitates conversations with sales prospects and helps generate leads for industrial manufacturers. Digital marketing success happens as we apply the same principles, processes and strategies that led to Best Technology’s success.

To learn more, read the digital marketing case study here.

Ready to become the next digital marketing success story?