What if You Could Test Drive Digital Marketing?
Greg Mischio
Helping manufacturers and b2b companies improve their web presence and generate leads. Founder and CEO of Winbound, a digital sales and marketing agency.
Nothing is quite as important in the purchase of an automobile as the test drive.?
Every buyer is looking for something different in that test drive — how does the car handle, how comfortable are the seats, does the stereo sound good — the list goes on. But these are all early indicators that you are on the right track.?
The ultimate purchase will be based on price, the manufacturer’s overall record, the reviews of the car, and maybe even the advice of a friend who knows cars inside and out.?
When you’re considering embarking on digital marketing, you don’t have the luxury of the test drive. And perhaps it’s time for that paradigm to change.?
Does your go-to-market strategy hold up when you look in the mirror?
Having a digital marketing presence for manufacturers is similar to having a car.? You probably aren’t going to get where you want to go unless you’ve got one.?
Now I could drown you in stats that show how much of the buying journey now occurs online, and how the traditional sales tactics like cold calling and trade shows aren’t delivering like they did in the past.??
But you, and all manufacturers, know deep down that creating a digital presence is absolutely mandatory for current and future growth. Take your own buying behavior as an example.?
The last time you bought something, you searched for it online. You looked at the website of the company that sells it.? You researched competitors, and looked at their products and services.?
It’s how buying happens these days — B2B, B2C, B2Whoever.?
So why aren’t manufacturers making the jump into digital marketing???
The typical objections aren’t the real reason
These are the typical objections we hear when it comes to embarking on digital marketing:
“I’m not sure it will work.”
“I don’t know where to start or how to generate good content.”
“I don’t know whether to build an in-house team or work with an agency.”
While these concerns are valid, I think there is something bigger at play here.?
When it comes to digital marketing, manufacturers don’t have the option of a test drive.
Here’s the usual process:
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Step 1: Someone realizes digital marketing is needed. They go to management, and ask for a ton of money to either build a team in-house or hire an agency.?
Step 2: If the person (usually a sales-marketing leader) gets approval, they spend a ton of time ramping up your efforts, including hiring the personnel, and building out the assets.?
Step 3: The sales-marketing leaders gets tons of heat from management because the approach is spending lots of time and money and generating few encouraging results.?
That’s a lot to ask of a management team that is used to prototyping and growing iteratively.? No wonder marketers get so much pushback: The approach is just contrary to a manufacturing CEO’s basic nature.?
Why not let manufacturers take digital marketing for a test drive?
To provide an alternative to the all or nothing approach, we decided to recreate the “test drive” model.? That’s why we created the “Digital Marketing Test Drive” Program.?
Here’s how it works: We reduce the risk of trying digital marketing by building and running a digital marketing campaign for you. We waive our agency fees — the only amount you spend is $1,000 to cover the advertising costs.?
No new agency retainer required. No new in-house hires needed.? And look what you experience with your test drive:
All the elements of the campaign are built quickly and in collaboration with you. They are iterative in nature, not exhaustive. And they’re designed to give you a quick sense of what’s working, and what the next steps should be.?
Please note: This test-drive won’t promise instant leads, just like a car test drive won’t provide you with an entire journey. Generating sales-qualified leads often requires additional fine-tuning and testing. But the program will:
If you like the results after the two month program, you can continue with Winbound. If not, you walk away. No pressure, no strings attached.
We only have so many cars for the test drive
If this sounds like a great way to dip your toes into digital, it is. Just like a car dealer only has so many cars on the lot, we only have so much capacity with our team.? That’s why this is a one-time, limited offer with only two spots available for January 2025.
The deadline to apply is December 24.
The Digital Marketing Test Drive is exclusive to manufacturers with small (or no) marketing teams, who need an integrated sales and marketing approach.? Those are the people we help best at Winbound.??
Interested in taking the wheel? Connect with me and send me a direct message, and I’ll send you all details.