<p>B2B marketing involves the kinds of strategies and channels that are totally alien to B2C marketers. Many B2B manufacturers rely on RFPs as a primary method of generating new business. Whether public tenders or private opportunities, the RFP process is familiar to most industrial companies. Highly competitive and often tedious and costly to respond to, RFPs can deliver millions of dollars in contracts to your business—if you’re able to win them!</p>
<p>Our agency has extensive experience both responding to and writing for public and private RFPs. We do it for our own business as well as on behalf of our clients. We’ve had many successes (and failures!) through the years. Today, we’re going to share our top ten tips to help you close more RFPs. Let’s get started.</p>
<h2>#1: Review the RFP page-by-page</h2>
<p>One of the easiest ways to derail an RFP response is to jump right in without any preparation. When an exciting RFP lands on your desk, it can be easy to see dollar signs and skip straight to writing your response.</p>
<p>The problem is, RFPs are complex—sometimes on purpose. There’s a common teaching exercise you may be familiar with, where the instructor passes out a long list of instructions: fold this paper twice, then write your name on the back, then draw a cat on the front, etc.</p>
<p>The very last instruction will be something like “disregard all previous instructions and hand in the paper as-is”. The lesson? Read the instructions fully before you get started.</p>
<p>In our experience, RFPs include important details in seemingly unimportant places. It can be easy to miss a requirement or misunderstand an instruction if we aren’t thorough about assessing the RFP.</p>
<p>Whenever you receive an RFP, take the time to scan it thoroughly. Take notes as you go. Turn those notes into a document outline. It’s boring and time-consuming, but effective. You’re far less likely to miss something important if you commit to a review process.</p>
<h2>#2. Do a background search</h2>
<p>No, not a <em>criminal</em> background search. At the end of the day, RFPs get evaluated by people. People are messy bundles of bias, personal preference, and opinion. Knowing who is likely to read your RFP (and what makes them tick) can help you prepare a response that speaks to them.</p>
<p>If it’s a private RFP, do some LinkedIn research and see if you can identify the leadership team most likely to read your response. If possible, tap your mutual connections. See if you’re friendly with anyone who can give you the inside scoop on the organization. You’d be amazed at the insights you can glean from a 10-minute phone call with someone “on the inside”.</p>
<p>For public RFPs, it can be very easy to find who’s evaluating your response, or very difficult. For example, some public RFPs for municipal projects list exactly who will be responsible for scoring and evaluation. In other cases, it’s easy to infer from a staff directory on their website. For military, state, or federal contracts, it can be difficult or impossible to identify stakeholders. Still, do the best you can.</p>
<h2>#3. Spy on your competitors (then SWOT yourself)</h2>
<p>The other factor in every RFP response is competition. In many cases, public RFPs will include a list of companies that have downloaded the RFP documents, submitted a response, or requested information. During your background search, you may hear from a friend of a friend which companies are bidding, or even who the front-runner or existing contract holder is.</p>
<p>Even if you can’t get any competitor data, you can often infer who you’re up against. Which companies have established relationships with the RFP issuer? Are there any local service providers or major brands that are likely to be interested?</p>
<p>Once you have a real or imagined list of competitors, perform a SWOT analysis on yourself. Consider the prospective client’s needs in relation to the service offering of your competitors. We’re looking to understand how we can best stack up against competition. That means downplaying weaknesses and threats while emphasizing strengths and opportunities. This exercise ensures your selling propositions and value adds stand out among the competition.</p>
<p></p>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2402" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors.jpg" alt="" width="1920" height="727" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors.jpg 1920w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors-300x114.jpg 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors-1024x388.jpg 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors-768x291.jpg 768w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/Spying-on-your-competitors-1536x582.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" />
<h2>#4. Score and prioritize opportunities (before you start writing)</h2>
<p>One of the most common issues we’ve seen companies struggle with when responding to RFPs is a poor selection process. Wayne Gretzky might say you miss 100% of the shots you don’t take, which is good advice for most things. Not so for RFPs. A single RFP response might take a team a week to prepare—sometimes more, sometimes less. There is a heavy cost to be paid when pursuing no-win RFPs. What’s a no-win RFP? It’s any bidding opportunity where you estimate your chance to be chosen or shortlisted is less than 10%.</p>
<p>When the pipeline starts running dry and the sales team gets desperate, every RFP looks like a home run. Just keep in mind the opportunity cost of bidding on the wrong jobs. Not only will you not win the RFP; you’ll waste the resources of your response team, burning through budget that could be applied to fewer, better opportunities.</p>
<h2>#5. Spend more time on less writing</h2>
<p>No, you don’t want to submit a minimalist response that barely answers the issuer’s questions. No, you don’t need to stay within some strict page or word count to deliver an effective response.</p>
<p>But you do need to balance brevity with thoroughness. You must focus on delivering a quality, cogent argument for why the issuer needs to work with you specifically.</p>
<p>As we established in our previous point, it’s best to focus on relevance and winnability over volume. This is true for identifying opportunities, but it’s also true for content production. <a href="https://loopio.com/blog/rfp-statistics-win-rates/">Research shows</a> that the average RFP response time is over 30 hours. Some large companies spend 40+ hours writing each response. This is the level of investment, care, and attention required to achieve high win rates. Note that an increase in time spent writing does not correlate with an increase in document length. A 50-page response written in 40 hours will be more thoroughly edited and vetted than the same length document written in 20 hours, all else being equal.</p>
<p>It can be hard to justify the expense of a 30–40-hour RFP document, but remember what you stand to win. In the B2B manufacturing sector, many RFPs are worth hundreds of thousands or even millions of dollars. You only need to win one or two more RFPs than you would have otherwise to justify the high cost of submission.</p>
<h2>#6. Codify your content</h2>
<p>Motor enthusiasts might be familiar with <a href="https://en.wikipedia.org/wiki/Toyota_R_engine">Toyota’s 22R engine.</a></p>
<p>The 22R was the last engine developed in Toyota’s long-lived R series, first released in 1982 before receiving an overhaul in 1985. Believe it or not, it’s an engine still in demand among Toyota enthusiasts. Well known for being near-indestructible while offering decent power and fuel efficiency, the R series of engines was in continual production for over 40 years. 40 years!</p>
<p>Toyota identified a winning formula and stuck with it, making slow and steady improvements over nearly a half a century to compete with newer platforms. This is how you should treat your RFP content.</p>
<p>If you’ve won RFPs in the past, hold on to those responses. See if you can interview anyone from the review team to find out what made you come out on top. Collect and standardize top-performing RFP response content so you can use it again later!</p>
<p>Too many inexperienced RFP teams start from scratch for every new response. Unless you’re responding to a completely new kind of RFP, you should lean on what’s worked before. It may not look “fresh” to your experienced eyes. Just remember that your audience will be seeing it for the first time.</p>
<p></p>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2403" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process.jpg" alt="" width="1920" height="727" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process.jpg 1920w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process-300x114.jpg 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process-1024x388.jpg 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process-768x291.jpg 768w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/codify-your-process-1536x582.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" />
<h2>#7. Compete on more than just price</h2>
<p>Some of the more pessimistic RFP respondents out there believe that it all comes down to price. No matter how shiny and new your response is, if you aren’t competitive on price, you aren’t competitive at all.</p>
<p>In our experience, this isn’t true. Early in our business journey, we started responding to lots of RFPs. Some we won, most we didn’t. At that stage in our business, we were confident that we weren’t just competitive on price—we were typically the cheapest vendor by far. Combining a low hourly rate with a keen desire to prove ourselves, we undercut expected bids just to build our portfolio.</p>
<p>And it usually wasn’t enough. We’d lose to huge agencies on the backs of their purported industry expertise—companies we knew for a fact were charging many times our rate.</p>
<p>When we won, I’m sure price was a factor. But it was far from the only one. We’d hear from RFP issuers about the quality of the design of our document, or our unique and personal approach to addressing their challenges. Ensure your response team has access to design resources, quality photos, and other visual enhancements to ensure each document they send is fully optimized for the reader.</p>
<p>All that to say, if you’re neglecting design, personalization, or other subtle value adds in your responses, you’re leaving money on the table—regardless of what you’re charging.</p>
<h2>#8. RFP responses are a team exercise</h2>
<p>Many of our clients are small and mid-sized businesses that don’t have the luxury of running a whole department for RFP management. Where large companies might have a team of up to ten people working on RFP selection and response development, many small companies have one person whose job responsibilities include (among many other tasks) responding to RFPs.</p>
<p>Regardless of the size of your team, it’s important to introduce more oversight and feedback in the response development process. An RFP is a complicated document; a response equally so. Find other people within your organization that can review the response with your writer. That could be company leadership, sales, or anyone else with a keen eye for detail and strong knowledge of your company. You never know what mistakes you may uncover, or what optimizations might be revealed by including more feedback.</p>
<p></p>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-2404" src="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team.jpg" alt="" width="1920" height="727" srcset="https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team.jpg 1920w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team-300x114.jpg 300w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team-1024x388.jpg 1024w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team-768x291.jpg 768w, https://partners.blackbeanmarketing.com/blackbean2023/wp-content/uploads/sites/9/work-as-a-team-1536x582.jpg 1536w" sizes="(max-width: 1920px) 100vw, 1920px" />
<h2>#9. Ask good questions</h2>
<p>Most RFPs, particularly public RFPs, offer a question period for respondents to seek clarity about the project so they can bid accurately. This is a twofold opportunity for savvy bidders.</p>
<p>First, clarity is great! You have a chance to better understand the ins and outs of the project. You’ll hear from the issuer, in the issuer’s own words, about exactly what they want and need from you. This can give context clues about the selection committee—what’s the tone of their response? Are they thorough in answering questions, or brief?</p>
<p>Second, it allows bidders to get their name and contact information in front of the selection committee early. Asking good questions shows that you’re paying attention. In a sea of rapidly assembled templated responses, you’re looking to customize the solution for their exact needs. What RFP issuer wouldn’t want that?</p>
<p>Ensure your questions are logical and double-check that they aren’t answered in the text of the RFP. Asking a question that could be answered by reading the text is a good way to look sloppy in front of a prospective client. Try to ask leading questions with a strategic/value add angle. Ask about wish-list features or propose more effective methods to complete the task.</p>
<p>There’s little risk in asking questions, but the reward—whether it’s better intel to write a great response, or better brand recognition when it comes time to shortlist applicants—is well worth it.</p>
<h2>#10. Know where you’re going (and where you’ve been)</h2>
<p>Many businesses submit a response…</p>
<p>…then move on to the next one. No follow-up, no post-mortem. Get responses out the door <em>en masse</em> and hope for the best.</p>
<p>It’s okay to follow up, even if you lost the bid. You might get ghosted, but you’ll often get a response back with some details on where you scored poorly. In fact, it’s a great way to optimize future responses.</p>
<p>Speaking of which, if you don’t know where you’re coming from, you don’t know where you’re going. Tracking performance over time is the only way to ensure you’re getting better and making the right adjustments.</p>
<p><a href="https://blackbeanmarketing.com/insights/implementing-a-crm-four-reasons-why-crms-fail">If you don’t use a CRM, you should.</a> If you do, you should consider creating pipelines and records for RFP responses, including follow-up procedures and detailed outcome reports. This empowers you with data. If you’re a manager trying to get more out of your team, you can show them that win rate is lagging and show them where you’re falling short. If you’re the response writer yourself, you can use data to validate and justify your company’s investment in RFPs—or even ask for a raise!</p>
<h2>Conclusion</h2>
<p>None of these recommendations are earth-shattering revelations. I’m sure many readers do most of what we’ve listed already. But if you’re reading this, it’s because you’d like to win more RFPs. Follow through on these ten recommendations and you <em>will</em> see an improvement in win rate. These are the ingredients for a great RFP response.</p>
<p>It’s time to get cooking.</p>
<p></p>

10 tips to make your next RFP response stand out from the crowd

<h2>Introduction</h2>
<p>Fractional marketing services are a trending topic in the B2B marketing world. Many businesses need some marketing support throughout the year. They don&#8217;t want the cost and complexity of an in-house marketing department. For businesses like this, fractional marketing is perfect. A fractional marketing engagement gives businesses flexible part-time support from marketing leaders.</p>
<p>The most popular fractional marketing role is the CMO, or Chief Marketing Officer. Let’s look at fractional CMO engagements. We’ll discuss the nature of the role and the benefits a fractional CMO provides. Then, we’ll dig into the details of BlackBean’s very own fractional CMO program.</p>
<p><em>Looking for general information on fractional marketing services? Check out our full guide, <a href="https://blackbeanmarketing.com/insights/fractional-marketing-team-in-house-marketing-without-the-overhead">Fractional Marketing: In-House Marketing Without the Headache</a>.</em></p>
<h2>What is a fractional CMO?</h2>
<p>A Fractional Chief Marketing Officer (CMO) is an experienced marketing professional. They are usually a current or former executive. They provide part-time strategic leadership to your business on a contract basis. This role offers high-level marketing guidance for B2B companies. They are usually cheaper than a full time chief marketing officer.</p>
<p>A full-time CMO is an integrated part of your leadership team. Fractional CMOs provide coaching and strategic oversight without becoming a permanent team member. They are ideal partners for sales and marketing audits. Fractional CMOs are perfect when assisting with new marketing efforts and campaigns. They help oversee major organizational change of your sales and marketing department.</p>
<h2>Responsibilities of a Fractional CMO</h2>
<p>A fractional CMO may offer a range of services, including:</p>
<ul>
<li>Leading and guiding the marketing team to achieve strategic goals.</li>
<li>Developing and executing positioning, segmentation, and messaging strategies.</li>
<li>Taking charge of product pricing, go-to-market planning, and launch strategies.</li>
<li>Enhancing and optimizing clients&#8217; online presence for most impact.</li>
<li>Establishing and maintaining marketing and sales automation infrastructure.</li>
<li>Crafting prospect onboarding and nurturing programs for lead conversion.</li>
<li>Creating customer retention and loyalty campaigns to boost satisfaction.</li>
<li>Managing branding, public relations, and trademark strategies.</li>
<li>Spearheading content marketing initiatives and thought leadership efforts.</li>
<li>Overseeing both paid search and organic search marketing strategies.</li>
<li>Identifying and recruiting top talent while ensuring seamless onboarding.</li>
<li>Preparing marketing materials to support fundraising efforts.</li>
</ul>
<h2>Why choose a Fractional CMO?</h2>
<p>A fractional CMO is more than a part-time marketing team member. You will work with a marketing pro on targeted initiatives to grow your business. A fractional leader is an experienced business owner or manager. They know the ins and outs (and ups and downs) of running a business. They can act as a trusted high-level partner and sounding board for your leadership.</p>
<p>A fractional engagement is short term and targeted. They offer benefits that a long-term employee cannot. Fractional CMOs aren’t afraid to ruffle some feathers. They commit to growing your business, not to making friends. This frees them up to provide candid, direct advice. A fractional CMO can see the forest for the trees.</p>
<h2>Who should work with an FCMO?</h2>
<p>Established businesses benefit most from a fractional CMO. A fractional engagement can hit the ground running with your historic marketing data. They can find top opportunities for growth, then act decisively. A fractional CMO will help you focus on actions to achieve marketing clarity. They strive to increase performance as fast as possible.</p>
<h2>What to look for in a CMO</h2>
<p>The most important part of choosing a fractional CMO is fit. There are many experienced and talented CMOs to choose from. You need to find the one that suits your needs and working style best. Even though their engagement with your company is short, it&#8217;s impactful. Your F-CMO will need access to sensitive information and may need to work closely with your team. You need a trustworthy partner with experience in your industry.</p>
<p>When evaluating a CMO engagement, consider the following:</p>
<ul>
<li>Will you enjoy working with them? Your enjoyment may not be the ultimate goal of the engagement, but it matters. If you dislike working with the CMO, you may not commit to their suggestions and initiatives.</li>
<li>Does their professional experience align with your needs? If you work in hospitality, you should find a CMO familiar with the industry. No two verticals are alike. Find someone whose skills are most relevant to your needs.</li>
<li>Can you afford their services? Pricing for fractional CMOs varies based on experience and reputation. While a reputable CMO is likely to do good work, make sure that your budget can support their high price tag.</li>
<li>Does their process suit yours? Some businesses need more high-level, conceptual support. Others need hands-on, practical intervention. Don&#8217;t hire a high-level consultant if you need a hands-on manager! Have an alignment call before making any commitments.</li>
</ul>
<h2>The critical value of expertise</h2>
<p>A fractional CMO isn’t a freelance marketer. They are executive staff with executive experience. A good CMO should understand the complexities of running a business. Fractional CMOs often specialize in particular industries. They may excel at specific marketing tactics and strategies. It’s critical that you find a CMO that suits your industry and your needs.</p>
<h2>Coaching &amp; consultation for business growth</h2>
<p>Besides guiding your marketing team, fractional CMOs offer personalized coaching and consultation. Many business owners and executives enjoy peer-to-peer discussion, advisement, or even debate! The idea is not to hire a “yes man” who will tell you what you want to hear. A good fractional CMO can challenge your leaders to grow and adapt.</p>
<h2>Advantages of Fractional CMOs</h2>
<p>The primary benefits of hiring a fractional CMO include cost, efficiency, and flexibility.</p>
<p>A fractional CMO engagement is less expensive than hiring a full-time position. It offers your business a chance to test the waters. Use a fractional engagement to test whether a permanent CMO role would add value to your team.</p>
<p>Fractional CMO engagements are efficient. The goal of a fractional CMO is to oversee, coach, and consult. By focusing on these services, they deliver value even within a limited schedule.</p>
<p>Finally, hiring a fractional CMO is flexible. Some clients want a short, intense engagement with several consultations per week. Others want monthly check-ins over the course of a year or more. A fractional CMO will work with you to find a cadence that works best for everyone involved.</p>
<h2>What does a Fractional CMO cost?</h2>
<p>Pricing structures for fractional CMOs vary. Many fractional marketing companies offer packages for as-needed marketing support. For example, you may pay $1,000 for 5 sessions as needed throughout a calendar year.</p>
<p>Other companies work on a contract or retainer basis. This could be a structured engagement or an unstructured &#8220;bucket of hours&#8221;. A structured engagement might include one call each week plus labour time. An unstructured retainer allows you to spend more or less time each month as needed. This can be useful when the client&#8217;s needs aren&#8217;t immediately clear, or change. A typical hourly rate for fractional CMOs can range from $100/hr to $500/hr or more based on their experience.</p>
<p>Contracting a fractional CMO can be a good idea to oversee critical projects, like adopting a CRM. In this case, you may pay a project rate based on the scope and difficulty of the implementation. This is usually a flat fee with an expected start and completion date. CRM setup, training, and onboarding might be a $20,000 project billed over one business quarter.</p>
<p>Finally, some fractional marketing companies charge based on their performance. Say a fractional marketing company launches a campaign on behalf of a company. They may charge commission on all sales attributed to the campaign. If specific, agreed-upon marketing benchmarks are met, they may charge a performance fee. This kind of fee structure can be very appealing to companies. You only pay full price if goals are met! It&#8217;s important to remember the cost of risk. Performance fee marketing companies with may demand higher payment than rate-based companies.</p>
<h2>BlackBean’s B2B Fractional CMO Services</h2>
<p>We are currently accepting applications for fractional CMO engagements. Curious about hiring a fractional CMO? get in touch with us today for a free no-obligation consultation.</p>
<h3>Global Focus</h3>
<p>Our team’s specialized background make us a great fit for B2B industrial companies. We have lived and worked in cities around the world, from Hong Kong to Milan. We apply our unique insights into the global business community to every recommendation.</p>
<h3>Tailored Engagements for Each Client</h3>
<p>No two businesses are exactly alike. We customize every CMO engagement to best suit your needs. We accommodate for your schedule, communication style, and your company’s needs. The nature of our engagement ranges for each client. Anywhere from personal one-on-one consultation to group discussions, workshops, and free-form brainstorming sessions.</p>
<h3>Access a network of marketing professionals</h3>
<p>We&#8217;ve been lucky to work with skilled freelance marketers, and you can tap into our network. We&#8217;ll assist you in getting freelancers to help with your marketing needs.</p>
<h3>Simplify marketing complexity</h3>
<p>Do you ever feel like there’s too much to learn in one lifetime? You’re an expert at what you do—whether that’s sales, operations, or any other part of running a business. We’re marketing experts. We pride ourselves on our ability to simplify marketing concepts. We help you make informed marketing decisions without needing a marketing degree.</p>
<h3>Take action for sales growth</h3>
<p>Every business wants to boost sales. Many don’t know how they can use their marketing budget to do so. We find efficient ways to spend your marketing money. Our focus is on tangible demand generation. We provide marketing with measurable impact for every client.</p>
<h2>Conclusion</h2>
<p>A Fractional Chief Marketing Officer (CMO) offers part-time strategic leadership without full-time commitment. Fractional CMOs offer tailored advice to help businesses grow.</p>


Fractional CMO Guide: What to Expect From a Fractional Chief Marketing Officer

<p>Our free ebook reveals 10 ways to maximize the benefits and drive growth with a fractional CMO. Find out how to leverage resources and optimize marketing performance.</p>


Unlock the power of fractional CMO for your business!

<h2>What is Fractional Marketing?</h2>
<p>Before we define fractional marketing, let’s set the scene. The B2B world is awash in bad marketing. From poorly designed print ads to set-and-forget ad campaigns, B2B companies around the world waste billions of dollars each year on ineffective marketing strategies. Why?</p>
<p>Most B2B businesses could benefit from marketing support, but they don’t necessarily need a full in-house team. Consider some of the primary marketing activities for B2B companies: trade shows and exhibitions, webinars, demos, whitepapers…</p>
<p>Marketing for B2B companies can be more sporadic than for consumer brands. It can be tough to justify full-time salaries and benefits for a team that might only be tasked to capacity for a few big events each year. What many businesses really need is an experienced part-time marketing department.</p>
<p>Here’s the challenge: experienced marketing teams usually want full-time work! It’s hard to hire quality help on a part-time or short-term basis. Businesses either over-hire, adding bloat to their marketing department or executive structure in order to cover their bases, or roll marketing responsibilities into an existing administrative role.</p>
<p>Enter fractional marketing. A fractional marketing agency is a well-rounded team of marketing professionals that provide services to multiple companies—hence “fractional”. Each company they work with receives a fraction of their total working hours each week for the course of their engagement. This provides companies with the option to maintain a long-term relationship with a marketing team while avoiding the payroll overhead of hiring in-house.</p>
<p>Hiring a fractional marketing agency can mean hiring a whole team, or hiring individual members of the team if you only require specific marketing services.</p>
<h2>Is a Fractional Marketing Agency Right For You?</h2>
<p>There are many factors that influence whether fractional marketing will work for your business. If you meet some or all of the following criteria, you may wish to consider fractional marketing services.</p>
<h3>Small and mid-sized businesses trying to scale</h3>
<p>SMBs can experience growing pains when trying to take the next step. As businesses grow, their overhead expands. Increased investment in marketing is crucial when looking to scale, but adding the long-term expense of a full-time marketing department can derail progress. Fractional marketing provides a great middle way between contracting and hiring in-house.</p>
<h3>Temporary or cyclical demand for products and services</h3>
<p>Many businesses in the industrial sector have high and low seasons for their marketing. Perhaps you do most of your selling during trade show season, or maybe your product is highly seasonal. In either case, it can be difficult to justify a marketing team year-round. A 3-6 month annual engagement with a fractional agency may be a great fit for seasonal businesses.</p>
<h3>Structured for remote work</h3>
<p>Over the past several years, many businesses adapted to partially or entirely remote work environments. These teams are primed to work with fractional marketers as they already have the skills, tools, and expectations needed. If your team hasn’t successfully navigated remote working in the past, fractional marketing may not be a good fit.</p>
<h3>In need of consultation and outside voices</h3>
<p>In some cases, a fractional marketing team can provide a second layer of consideration and oversight working alongside an in-house team. If you need a new perspective on your sales and marketing challenges, a short or medium-term engagement with a fractional marketing agency may be a good idea.</p>
<h2>Benefits of Fractional Marketing</h2>
<p>There are a number of benefits to fractional marketing, including:</p>
<h3>Lower Risk</h3>
<p>When you hire an employee, you’re taking on a big risk. Beyond their salary, employees are expensive! You need to account for benefits, payroll tax, equipment and software costs, and much more. Depending on labour laws in your area, it can be tricky to fire or lay off staff after their probation period.</p>
<p>Fractional marketing reduces risk. By negotiating a short-term “trial” contract, you can evaluate the performance of the fractional marketing team before committing to a long-term relationship. Since you’re hiring a contractor, you will not be subject to the same labour laws and added expenses of hiring an employee directly.</p>
<h3>Faster onboarding</h3>
<p>Hiring an employee means committing to an onboarding process as you get them up to speed. They will need to learn your rules and regulations, working and communication styles, and best practices. It will take time for them to integrate into your team and start performing their best.</p>
<p>While fractional marketing teams aren’t immune to onboarding, they are explicitly intended as a drop-in marketing solution for enterprise. Provided you remain focused on outcomes and results rather than micro-managing processes, fractional teams can get up to speed within days and provide immediate high quality support.</p>
<h3>Flexible and scalable</h3>
<p>Your relationship with a fractional marketing company can ramp up or down depending on your needs. For instance, you could start with just a couple hours per week of strategy and consulting, increasing to twenty hours per week of design and print management during peak trade show season.</p>
<p>If your needs outstrip a fractional company’s available supply, don’t fret. Many fractional agencies can scale their own capacity through trusted subcontractors, providing additional support during periods of very high utilization.</p>
<h3>Focus on what you do best</h3>
<p>When compared to sales and operations, marketing tends to be an afterthought. It’s still really important!</p>
<p>If a business hires a marketing person or team without marketing leadership in place, it can turn into a make-work problem for your executives. The marketing team will go to your company leadership for approval on initiatives, distracting them from focusing on their own expertise.</p>
<p>With a fractional marketing team, leadership comes baked in. After onboarding with your company, our fractional team will work with your leadership to confirm and verify goals and objectives. Then, they’ll get to work under the direction of our experienced CMO. You can keep doing what you do best, only involving yourself in marketing during scheduled check-in calls.</p>
<h2>Drawbacks of Fractional Marketing</h2>
<p>Of course, not every business is a good fit for fractional marketing. Here are a few reasons why fractional marketing may not be for you:</p>
<h3>100% alignment isn’t possible</h3>
<p>The nature of a fractional team straddles the line between a typical contract agency and an in-house team. However, it cannot offer the same level of alignment that an in-house team does. Fundamentally, it is a remote team with its own best practices, working in a siloed environment. If you prefer to have total control over processes, workplace composition, or other elements of your marketing team, a fractional relationship may not be a good fit. However, if you’re focused on outcomes and prefer to stay hands-off when it comes to process, fractional marketing is a great fit.</p>
<h3>Shifting priorities/availability</h3>
<p>For businesses seeking a years-long relationship with a marketing team, there is some risk that the business composition and priorities may change. A fractional agency has an impetus to satisfy the needs of their existing clientele before adding new clients/removing hours from their available labour pool. However, availability is tough to guarantee over the very long term. As your business (and the fractional agency) grow and change, you may fall out of alignment.</p>
<h3>External dependencies can introduce risk</h3>
<p>Some businesses may not appreciate the risk of operating their marketing through an external partner. Should the relationship sour or unexpectedly come to a close, companies can find themselves scrambling to replace their marketing team. It’s worth noting that the same issues may arise from internal teams: a disgruntled employee or unexpected retirement can derail operations for in-house teams just as easily. Nonetheless, it’s worth considering contingency plans when working with a fractional partner.</p>
<h2>Fractional Marketing Roles</h2>
<h3><a href="https://blackbeanmarketing.com/insights/fractional-cmo-guide-what-expect-fractional-cmo">Fractional CMO</a></h3>
<p>A fractional Chief Marketing Officer (CMO) provides strategic oversight and industry expertise at a high level. This is a great fractional role to explore for businesses that have the capacity to produce marketing assets and run campaigns, but lack an experienced leader to oversee these activities.</p>
<p>Hiring a fractional CMO offers flexible support and big picture planning without the typical cost of an executive salary. It’s very popular for businesses conducting marketing audits or preparing for change in their marketing operations.</p>
<h3>Fractional Marketing Director</h3>
<p>Marketing directors operate below the executive level while still providing high level marketing leadership. A fractional marketing director “leads from the trenches”, directly involving themselves in campaign and asset development and taking an active role in planning, design, configuration, and reporting.</p>
<p>Fractional marketing directors are ideal for companies with strong executive leadership but limited hands-on marketing experience. They may provide mentorship, spearhead new initiatives, or improve existing processes from within your existing marketing team. Consider a fractional marketing director when you require hands-on leadership in a more direct way than what a CMO typically offers.</p>
<h3>Fractional Design Team</h3>
<p>Not all fractional roles are at the leadership level. A fractional design team can provide you with a consistent bucket of hours each week for developing high quality visual assets. Outsourcing design to a remote fractional team is particularly useful for businesses with a clear vision of their marketing. If your business has strong leadership but limited production support, a fractional design team may be the missing piece in your marketing.</p>
<h3>Fractional Web Development</h3>
<p>Work never stops on the world wide web. From evolving security and privacy standards to emergency support and routine updates, web development is an often-overlooked expense for modern businesses. Fractional web development services provide consistent and timely support from a dedicated account manager for all manner of web and IT services. Whether you’re looking to upgrade your website over time, build a custom feature for your clients or team members, or just want to rest easy knowing your website’s fast and secure, fractional web development might be a great option for your business.</p>


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<p data-pm-slice="1 1 []">If you&#8217;re looking for new marketing solutions for your manufacturing company, you&#8217;ve come to the right place. In today&#8217;s digital age, industrial marketing strategies have become more complex than ever, and it can be confusing. But don&#8217;t worry; we will help you figure it out.</p>
<p>I have been asked many times: what does &#8220;digital industrial marketing&#8221; mean? It is a term that refers to using digital channels to promote the goods and services of companies in the industrial sector, such as manufacturing, heavy equipment, chemical or ag-tech. Marketing for these types of companies includes various activities such as search engine optimization (SEO), social media advertising, email marketing (think newsletters and email blasts), trade shows and content marketing. These strategies target businesses in the B2B market, generate demand and drive sales for manufacturing companies.</p>
<p>One of the key advantages of this type of marketing is that it allows organizations to reach a wider audience than ever before. By leveraging online channels, manufacturing businesses and companies in the industrial sector can connect with potential customers across the globe and expand their business beyond traditional geographic boundaries. This can benefit small and medium-sized businesses looking to scale up their operations. How do we do this? Let&#8217;s get into it.</p>
<h2>How to market a manufacturing company</h2>
<p>Digital industrial marketing requires a unique set of skills and expertise. Unlike traditional B2C marketing, which focuses on creating brand awareness and driving consumer sales, industrial marketing strategies aim to establish long-term partnerships with other businesses. Creating a strong value proposition that speaks to potential customers&#8217; specific needs and pain points is essential.</p>
<h3>Play the long-term game.</h3>
<p>Industrial and manufacturing typically have long and complex buying processes. Digital industrial marketing allows companies to build stronger customer relationships over time. Manufacturers can establish themselves as trusted partners in their industry by staying engaged with customers through regular email newsletters, social media updates, and other forms of content. This can increase loyalty, repeat business, and positive word-of-mouth referrals.</p>
<h3>Track your marketing dollars.</h3>
<p>Digital industrial marketing also allows manufacturers to measure the success of their campaigns with greater accuracy. By tracking metrics such as website traffic, click-through rates, and conversion rates, companies can gain valuable insights into which strategies are working and which ones need improvement. This <a href="https://blackbeanmarketing.com/insights/an-introduction-to-data-storytelling">data-driven approach</a> can help manufacturers make more informed decisions about where to allocate their resources for maximum impact.</p>
<h3>Understand the difference between inbound and outbound industrial marketing.</h3>
<p>Inbound marketing involves creating valuable content that <em>attracts</em> potential customers to your website or social media platforms. This can include blog posts, e-books, webinars and other resources that provide useful information to your target audience.</p>
<p>On the other hand, outbound marketing involves <em>reaching out</em> to potential customers directly through channels such as email, social media advertising and telemarketing. While outbound marketing can effectively generate leads, it is often more expensive. It can be seen as intrusive if not executed properly (like those awful cold emails in your inbox).</p>
<p>Both inbound and <a href="https://blackbeanmarketing.com/insights/launch-a-google-ads-b2b-lead-gen-campaign-step-by-step-guide">outbound marketing strategies</a> can be effective for manufacturing people, depending on their <a href="https://blackbeanmarketing.com/insights/power-up-your-b2b-digital-marketing-with-smart-goals">specific goals</a> and target audience.</p>
<img loading="lazy" decoding="async" class="aligncenter wp-image-1552 size-large" src="https://partners.blackbeanmarketing.com/blackbean/wp-content/uploads/sites/9/Types-of-marketing-760x1024.png" alt="Outbound vs Inbound marketing activities" width="640" height="862" />
<h2>Inbound Marketing Tactics</h2>
<p>Inbound industrial marketing is a highly effective strategy that helps manufacturers to attract, engage, and convert potential customers. Unlike traditional outbound marketing tactics, which involve interrupting potential customers with ads and cold calls, inbound marketing takes a more customer-centric approach by creating valuable content that addresses their needs and interests.</p>
<h3>Content marketing and thought leadership for manufacturers.</h3>
<p>One effective manufacturing marketing strategy is to create <em>relevant</em> and <em>valuable</em> content that educates and informs potential customers about your products or services &#8211; or what you might call &#8220;thought leadership.&#8221; With the rise of AI-generated content (<a href="https://blackbeanmarketing.com/insights/why-chat-gpt-is-bad-for-seo-content-generation" target="_blank">hello, ChatGPT!</a>) and <a href="https://blackbeanmarketing.com/insights/googles-sge-update-will-change-seo-forever" target="_blank">Google&#8217;s upcoming SGE search</a>, producing quality content is more important than ever to differentiate from competitors.</p>
<p>By providing great information on your website, in videos or on LinkedIn, you establish yourself as an industry leader and build trust with potential customers. This approach is particularly useful for industries that require technical knowledge, such as engineering or electronics. You can demonstrate your authority and credibility in the field by sharing your expertise and insights often and consistently (don&#8217;t post 3x a month and then nothing for four months). This can be done through blog posts, whitepapers, case studies, and webinars that showcase your knowledge and experience. Make sure to capture contact information through gated content and nurture leads through targeted email campaigns!</p>
<p>Don&#8217;t stop creating the content; actively promoting it through social media channels and email marketing campaigns is important. This allows you to reach a wider audience and attract more potential customers to your website. By using targeted keywords and optimizing your content for search engines, you can also improve your visibility and rankings in search results.</p>
<h3>SEO marketing and manufacturing</h3>
<p>We wrote a whole article about <a href="https://blackbeanmarketing.com/insights/industrial-manufacturing-seo-what-you-need-to-know-about-seo-for-b2b" target="_blank" >SEO for industrial manufacturing,</a> so read that if you would like to understand better what search engine optimization is. If you already have a solid understanding of it, you&#8217;ll know that manufacturing companies can benefit greatly from a strong SEO strategy that improves their online visibility and helps them attract more traffic to their website.</p>
<p>One key aspect of SEO for manufacturing companies is conducting thorough keyword research to understand the search terms potential customers use to find products or services in their industry. This helps manufacturers to optimize their website content accordingly and improve their chances of ranking higher in search engine results pages (SERPs). In addition, building high-quality backlinks from authoritative websites can further boost a manufacturer&#8217;s online visibility and credibility. Industrial marketers should also ensure that their website is mobile-friendly and has a <a href="https://blackbeanmarketing.com/insights/website-marketing-performance-why-simpler-is-better" target="_blank">fast loading speed</a>, as these factors can impact their search engine rankings and overall user experience.</p>
<p>In addition to these technical aspects, manufacturers can also leverage local SEO to target customers in specific geographic locations. This is particularly important for companies that sell products or services that are location-dependent, such as ag-tech, construction materials or heavy equipment.</p>
<h3>Social media marketing for manufacturing businesses.</h3>
<p>In addition to content marketing, social media is another essential tool for digital industrial marketing. LinkedIn is a particularly valuable platform for B2B marketing, as it allows you to connect with potential customers and industry influencers. By sharing relevant and valuable content on LinkedIn regularly (2-3 times a week) and engaging with your audience, you can establish your brand as a thought leader in your industry. Other social media platforms such as Twitter, Facebook, and Instagram can also be effective for manufacturers in building their online presence and engaging with potential customers.</p>
<p>However, it’s important to tailor your approach to each platform and understand which types of content resonate best with your target audience. For example, Twitter is a great platform for sharing quick updates and industry news, while Instagram can be used to showcase product photos and behind-the-scenes glimpses of your manufacturing process. Personally, I like Instagram as a talent/HR marketing tool; showcasing company culture, team events, etc., can go a long way to make sure you attract the right fit candidates to your manufacturing company!</p>
<h3>Hosting useful webinars for your addressable market.</h3>
<p>Webinars have become an increasingly popular manufacturing marketing strategy for industrial companies, offering a highly effective way to generate demand and attract potential customers. By hosting webinars, manufacturers can showcase their expertise, share valuable insights, and provide solutions to common industry challenges. This not only positions the company as a thought leader in the market but also creates a sense of trust and credibility among the target audience. Plus, webinars allow businesses to reach a global audience, expanding their reach beyond traditional geographical boundaries and tapping into new markets with minimal investment.</p>
<p>In addition to being a cost-effective method of reaching potential customers, webinars offer real-time interaction and engagement. Attendees can ask questions, share feedback, and participate in live discussions, creating a dynamic learning environment that fosters strong relationships between the company and its audience. Furthermore, webinars can be recorded and repurposed as evergreen content, providing a long-lasting lead generation and nurturing resource.</p>
<h3>Lead magnets for manufacturing marketing.</h3>
<p>A lead magnet is a powerful marketing tool designed to attract and engage potential customers by offering valuable content or incentives in exchange for their contact information. The primary goal of a lead magnet is to convert website visitors into leads, allowing manufacturing people to nurture these prospects through targeted marketing campaigns and ultimately convert them into <a href="https://blackbeanmarketing.com/insights/mql-vs-sql-vs-sal-explaining-3-b2b-lead-scoring-terms" target="_blank">sales-qualified leads</a>.</p>
<p>For manufacturing organizations, incorporating lead magnets into their inbound marketing strategies is essential for several reasons. First, it allows them to build a database of potential customers who have shown interest in their products or services. This helps segment the audience and deliver personalized content tailored to their needs, increasing the likelihood of conversions. Second, lead magnets help establish the manufacturer as an authority in their industry by providing valuable, informative content that addresses common pain points and challenges their target audience faces. This builds trust and credibility, which are crucial factors in influencing purchasing long, complex and consultative decisions typical to the industrial sector. Furthermore, lead magnets enable manufacturing businesses to stay top-of-mind with their prospects, fostering long-term relationships that can result in repeat business and <a href="https://blackbeanmarketing.com/insights/6-ways-to-earn-more-reviews-for-your-industrial-business" target="_blank">positive word-of-mouth referrals</a>. By leveraging the power of lead magnets, industrial organizations can significantly enhance their inbound marketing efforts, driving sustainable growth and success in today&#8217;s competitive market.</p>
<h3>Building referrals programs for your industrial customers</h3>
<p>Your company can build strong referral programs for their clients by offering incentives and rewards to both the referrer and the referred party. This can be in the form of discounts, exclusive access to new products, or even cash rewards. By providing tangible benefits, companies can encourage existing customers to share their positive experiences with their network, ultimately driving new leads and potential clients. It&#8217;s essential to make the referral process simple and seamless, allowing customers to easily share referral links through various channels such as email, social media, or even direct messaging.</p>
<p>Another crucial aspect of building a successful referral program is nurturing relationships with existing clients and fostering a sense of community in the industry. Industrial companies can achieve this by regularly engaging with their customers through personalized communication, celebrating their successes, and soliciting feedback on improving their products or services. By actively listening to their clients&#8217; needs and making them feel valued, companies can create brand advocates who are likelier to promote the business within their network. Furthermore, providing excellent customer service and consistently delivering high-quality products will solidify the company&#8217;s reputation, making it easier for clients to refer others confidently.</p>
<img loading="lazy" decoding="async" class="wp-image-1551 size-large aligncenter" src="https://partners.blackbeanmarketing.com/blackbean/wp-content/uploads/sites/9/Inbound-Marketing-Tips-1024x950.png" alt="List of tips for a successful outbound industrial marketing strategy" width="640" height="594" />
<h2>Outbound industrial marketing tactics</h2>
<p>As we just saw, it&#8217;s important that manufacturers have strong inbound marketing strategies in place to reach potential customers and increase sales. Especially in the world of B2B marketing, outbound industrial marketing is still an effective way to promote your products or services. In this section, we will explore outbound marketing strategies for manufacturers and how they can be used to reach potential customers who may not be actively searching for (or even aware of) their products or services.</p>
<h3>Is cold-calling worthwhile for your sales team?</h3>
<p>Cold-calling, while once a popular outbound marketing strategy, may not be the most effective approach for sales teams in manufacturing companies today. In an era where consumer marketing means they are bombarded with information and have become more discerning, cold-calling can be perceived as intrusive and impersonal. This method often results in low conversion rates, as potential customers may not have the time or inclination to engage with unsolicited sales pitches.</p>
<p>Furthermore, cold-calling can consume significant resources and manpower, making it an inefficient use of a sales team&#8217;s time and energy. By focusing on more targeted and personalized marketing strategies, such as digital advertising, content marketing, and social media engagement, manufacturing companies can better connect with their audience, build trust, and ultimately drive higher sales conversions.</p>
<h3>Direct mail to influence the buying process</h3>
<p>Direct mail continues to play a significant role in influencing the buying process for manufacturing B2B clients. Despite the growing prevalence of digital marketing, direct mail offers a tangible and personalized touch that can effectively capture the attention of decision-makers within the target market. By integrating direct mail into a comprehensive marketing strategy, manufacturers can cut through the noise of online advertising and deliver tailored messages that resonate with their audience. This approach enables B2B target audiences to better understand the value proposition of the products or services being offered, fostering trust and credibility. Moreover, direct mail&#8217;s ability to incorporate visually appealing elements, such as brochures and product samples, enhances the overall impact on the recipient, ultimately driving engagement and influencing their purchasing decisions.</p>
<h3>A strong presence at trade shows and industry events.</h3>
<p>Trade shows and industry events are a great way to connect with prospective customers face-to-face and build relationships with other businesses in your industry. But you can&#8217;t just go, shake hands and call it a day: you need to <a href="https://blackbeanmarketing.com/insights/how-to-make-your-next-trade-show-a-success" target="_blank">plan for the &#8220;before&#8221; and &#8220;after&#8221; of your trade show</a>.</p>
<p>A well-thought-out presence at these trade events is important, including an engaging booth design, informative materials, and knowledgeable staff who can answer questions about your products or services. Consider offering demos or product samples to showcase the value of what you&#8217;re offering. Most importantly, follow up with leads after the event to continue the conversation and move them further down the sales funnel in your CRM (you have a CRM, right?).</p>
<p>A strong presence at trade shows and industry events is a powerful tool for building brand awareness and driving sales for your B2B manufacturing company, so do it right. Oh, and track your leads!</p>
<h3>Print advertisements in trade publications and magazines</h3>
<p>Print advertisement offers lots of benefits for manufacturers, providing an excellent platform to showcase their products and services. By choosing the right publications, manufacturing people can target their desired audience and enhance brand visibility. Trade publications and industry-specific magazines are valuable resources that cater to niche markets, allowing manufacturers to reach potential customers who are already interested in their field. The tangible nature of print ads also adds a sense of credibility and permanence, as readers can physically engage with the content, leaving a lasting impression.</p>
<p>Moreover, incorporating QR codes in print advertisements enables manufacturers to bridge the gap between traditional and digital marketing. By scanning the QR code, potential customers can be directed to a dedicated campaign page, which not only provides them with more information but also allows manufacturers to track ROI and gather valuable data on consumer behaviour. This seamless integration of print and digital platforms makes it easier than ever to measure the success of advertising campaigns, optimize future strategies, and maximize return on investment.</p>
<img loading="lazy" decoding="async" class="aligncenter wp-image-1550 size-large" src="https://partners.blackbeanmarketing.com/blackbean/wp-content/uploads/sites/9/Outbound-Marketing-Tips-1024x950.png" alt="List of outbound marketing tips for a manufacturing company" width="640" height="594" />


Digital Marketing Strategies for Manufacturers

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<p>We empower manufacturing, chemical and energy companies to reach their growth goals through our B2B digital marketing services &#8211; increasing visibility and engagement, strengthening positioning and branding, driving higher-quality leads, and maximizing marketing return on investment.</p>
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