Marketing for Engineering Firms
Consultants
Service Providers
Products
Associations
For engineering firms who struggle to communicate their value, InDepth provides an
engineering-specific marketing system
that builds their pipeline through
AI amplification of market fit.
Key problems we solve
We help with every aspect of marketing but these are the key problems we are building capability around:
Customer Intelligence
Low volume of leads; Poor quality leads; Finding the people who influence purchase decisions; Low insight into prospect needs and context
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Articulating your value
Limited time for drafting and approval; Intangible or complex expertise that is hard to express; Inconsistent or off-brand messaging
Educating prospects
Prospects with poor or varying technical understanding; Client silos and short memory over long sales cycles; Misleading competitor claims
Four things that will transform your marketing
1. Value proposition Analysis: Build a solid marketing foundation
2. Semantic Frameworks: Create structures that streamline your marketing
3. AI Amplification:
Accelerate prioritised marketing processes
4. Systems integration:
Integrate selected tools and automate
The foundation of your marketing system is an intimate understanding of your customer needs. This needs to be clearly articulated in a structured way to support all other marketing processes.
Frameworks that model your unique context and facilitate marketing worflows are the new core capability. They enable AI to understand your business better and underpin marketing automation
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The ability to leverage AI systems to amplify and accelerate both marketing and operations is the new core capability. Look for quick wins, prioritise processes to get right, and work toward AI maturity.
Inevitably you end up with multiple marketing tools. To achieve the desired "10X" capabity uplift, you must automate as many processes as possible and select tools that are interoperable.
How we work with you
Audits, planning & quick wins
Every client is different so we start with understanding your needs using an Outcome Driven Innovation methodology and audit your current marketing practices, identifying gaps and quick win options. We develop a light marketing plan and agree the scope of projects and activities to improve your marketing. Deliverables include a report including audit findings, marketing recommendations, and a proposed plan with budget for your approval. Where possible we deliver any quick wins to accelerate your marketing immediately.
Projects
We quote and deliver agreed marketing projects arising from the planning phase above. We prioritise process improvements, one at a time, and build toward AI marketing maturity with a roadmap of capabilities. Projects may include any of the Supporting Services below or custom projects unique to your particular needs.
Capability building
We aim to develop your internal markting capability, training staff, assisting with tools and optimising your marketing system. Our main focus is on post-project support, including refinement of processes and AI systems to ensure high quality outputs and seamless marketing automation.
Part-time marketing management
Where clients do not have their own marketing manager and do not want to commit to a full time marketing role, InDepth can provide a dedicated person to act as your part-time marketing manager for an agreed number of days per month. This person will both deliver marketing outputs and manage subcontracted specialists as required as they execute the agreed marketing plan.
Supporting services
Value Proposition Analysis
This is the core of our service offering and the basis of all good marketing. We identify customer needs using the Jobs-To-Be-Done framework, including identification of Pains and Gain. We extend the analysis to include identification of Factors of Competition. The process includes interviews and workshops with customers and other stakeholders. Transcripts are parsed to identify the things customers care about. A process of affinity mapping and abstraction arrives at the key factors that underpin your marketing strategy. No matter how well you think you know market, this process is guaranteed to generate ideas on how to improve what you do and how you market your business. Deliverables include:
● Service alignment recommendations
The value proposition process include development of recommendation for altering or reframing your company’s core Services to address customer needs. This include framing of your Pain Relievers and Gain Creators.
● Unique Value Proposition
The analysis helps articulate your core services in a way that is aligned to customers needs. The differences between you and your competitors is teased out to help form a Unique Value Proposition. An elevator pitch and tagline can also be generated.
● Marketing Plan Input
The VPA forms a key element of the Strategic Planning process and provides input to brand and thought leadership recommendation. All key messaging can be traced back to actual quotes.
Thought leadership marketing
Building on the value proposition analysis we identify and group related insights to identify thought leadership positions that help you stand out from crowd. From there we identify an overarching theme that should permeate all marketing activities. Services and deliverables include:
● Theme identification
We facilitate collaborative brainstorming of thought leadership content so you totally own the process and outputs.
● Campaign Plan
We identify the range of topics to be covered in a thought leadership campaign, as well as recommendations on the formats and channels to deliver your messaging.
● Collateral generation
We draft content, gain your feedback and work with third party providers to deliver content in formats that break through, including podcasting, video production and more.
Community Facilitation
To build your audience, we support and facilitate the development of your own private community of practice, focused on your niche. We identify the Things that will attract people and what Things they want to collaborate on with like-minded peers. We then help organise and run community activities. Activities and deliverables include:
● Community infrastructure
We establish the mechanisms by which people join your community, register for events and access member-only materials.
● Program of events
We establish a program of events and activities that correspond to identified Things that Matter. We help find and schedule speakers, panellists and activity leaders.
● Collateral generation
We process event recordings to deliver output collateral in multiple agreed formats and channels, including event recordings, summary of learnings, and collaborative evolution or development of Things, including tools, techniques and other such practices.
Digital marketing - advertising and promotion
Implementation of advertising and promotional campaigns. Deliverables include: ● SEO for the AI era: Creating "helpful content" to optimise your website for the new AI era approach to SEO. ● LinkedIn campaign management ● Google PPC: Pay-per-click advertising for search, display and remarketing. ● LinkedIn Advertising: Choose from the full range of options to promote your content or display advertisements on the premier social media platform for professionals. ● Conversion rate optimisation: Analyse the performance of landing pages and implement website changes as required.
Regular marketing support activities
Delivery of regular marketing activities as required including: ● Content marketing: Writing blog and social media content including technical talk for your geeky fans, company news that positions your organisation, relevant industry news, staff profiles and more. ● Collateral development including Product/Service brochures; presentations, case studies, downloadable lead generation assets. ● Exhibitions: Development of displays and banners for exhibitions.
Communication coaching
People and their skill in communication is at the heart of all effective marketing, and engineers often struggle. We help our staff communicate better both internally and externally. Deliverables include: ● Personality profiling using DISC customised to communication traits ● Public speaking fundamentals, group courses or one-on-one coaching and ghost writing speeches ● Personal thought leadership coaching
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Ghost writing, grant applications, bid documents
Contact Us
Have a marketing communication challenge? Contact the CEO, Dr Tim Kannegieter, for a free consultation.
Email:
Phone:
0407 219 570