Robbie Jones By Robbie Jones • May 8, 2015

Marketing strategy for hi-tech engineering firms: Grow your sales pipeline


It’s not uncommon to find sales teams still relying on purchased lists full of contact data, that they work their way through by cold-calling unsuspecting prospects.

Research from TeleNet and the Ovation Group found that in 2007 it took an average of 3.68 attempts to reach a prospect through cold-calling.

Today, that figure stands at 8 attempts.

How many hours are wasted by sales teams speaking to low quality, unqualified leads that are highly unlikely to convert? Too many. That’s a certainty.

Modern marketing tools

For hi-tech engineering firms, your strategy at attracting new business should be as cutting edge as the industry you are in.

Modern marketing toolkit provides so much insight and data that sales teams need never see a purchased list again.

Inbound marketing

For your company to fully realise the potential of your marketing and digital marketing activities and grow your sales pipeline, you need to look towards an inbound marketing approach, which consists of these key areas…

Who’s your buyer persona?

Every marketing strategy for hi-tech engineering firms should start with the buyer persona – AKA target market.

Really drill down into who your typical buyer is, what they’re responsibilities are, and more importantly what of their problems you can solve.

This helps to tailor your marketing strategy as well as create suitable content.

Create content that helps

Using your persona’s problems as the base, create content that gives solutions. This content can be in the form of eBooks, checklists or consultations with your sales teams.

Whatever they are, make sure the pieces of content help to build trust in your expertise and company. This positions you as their preferred supplier when they’re ready to purchase.

Putting these pieces of content behind a landing page, which collects the lead's email address and other details, ensures you can put them into a marketing automation process.

Use marketing automation

Automated emails gives you and your sales team the chance to get on with filling that sales pipeline whilst the automated system pushes website visitors into sales qualified leads.

Emails prompt engagement from previously interested contacts, which work a lot better than your sales team on the phone.

Find out more

This strategy has been proven to be the most effective marketing method for doing business online.

If you want to find out how to take control of your marketing activities, and begin to turn your website visitors into customers, download our free eBook Sales-ready lead generation for manufacturing businesses.