In business since 1946, Alpha Products is an industry leader in design and manufacture of precision metal fabrications, deep draw stampings and assemblies.
Alpha Products tasked StratMg to develop a strategy to help gain additional market share within the Transportation Industry in the short-term while deliver on a plan for the long-term to enter and establish the company in a new market segment – Heavy Machinery.
StratMG took a structured and agile approach to the overall scope of the project –
- Step 1 – Develop a Strategy for Growth
- Overall Goal: Develop and deliver a go-to-market plan to enter a new market segment while finding ways to generate short-term traction within the Transportation Industry
- Tactical Plan: StratMG identified a two-pronged approach:
- Short-term Growth – Gain Deeper Market Share in the current industry
- Leverage the current success and brand equity within the Transportation Industry to expose new sales opportunities
- Identified niche areas of growth, for instance – the Repair & Refurbish segment within the Transportation Industry, to generate traction relatively quickly.
- Long-term Growth – New Market Entry
- Understand the pain points and challenges of the target audience within the Heavy Machinery Industry
- Map those pain points to the company’s capabilities and core competencies
- Based on the learnings above, create a storyboard to build a level of trust and credibility for the company
- Step 2 – Short-term Growth – Transportation Industry
- Overall Goal: Protecting the ‘Moat’ while generating additional revenue opportunities to help shore-up competitive advantage for Alpha Products
- Tactical Plan:
- Leveraging a marketing automation platform, StratMG crafted dynamic nurture flows to educate the customers and prospects on the overall capabilities of the company while staying front & center to the key decision-makers.
- The program helped solidify the company’s relationship as a trusted advisor that was easy to do business with while providing personalized services.
- Engagement tracking and lead scoring exposed opportunities for tele-verification.
- Tele-verification resulted in sales appointments set for the company to further follow-up.
- Step 3 – Long-Term Growth – Heavy Machinery
- Overall Goal: Diversify the current customer base by targeting a new industry and off-set the seasonality effect on the revenue stream.
- Tactical Plan: Lead Generation. A multi-channel approach that built a relationship of trust & credibility for the company. These relationships then turned into leads. An execution plan included –
- Account Based Marketing Plan –
- Overall Goal: Surgically identify key companies and prospects. Then, convert Prospects to Leads
- Tactical Plan:
- A targeted custom prospect database was generated to implement an Account Based Marketing Strategy
- Using online (marketing automation platform) & off-line (tele-verification) channels in tandem, a comprehensive personalized nurture plan was developed to help build a relationship of trust and credibility with the prospects.
- Marketing & Sales alignment led to a congruent prospect experience throughout the lead life cycle. This resulted in a significant sales pipeline with a high propensity to convert for the company.
“StratMg are excellent listeners – a mark of a great partner! They took the time to understand our business, our core competencies and value propositions. Then, based on their learnings, they helped us create a unique identity and positioned us to be trusted advisors to our customers and prospects. The results-based focus throughout the project was a refreshing change to a typical partner relationship. I believe that was the key factor that directly corelated to the overall success of the project. It was a pleasure to work with them indeed.”
- A custom storyboard per industry to help position the company as a trusted advisor
- A recommended Marketing & Sales strategic and tactical plan of action moving forward
- Lead Generation –
- A custom prospect database with an accuracy of 95+% to monetize over a period
- A soup-to-nuts personalized nurture campaign along w/lead scoring and analytics that included funnel velocity
- Appointment-setting for leads interested in a conversation with Sales
Engagement rate in a new market entry
Return on Marketing Investment
Year-over-year growth in the sales pipeline
Increase in sales conversion rate
Put us to the test, we thrive on it!