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AWSI

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • AWSI primarily targets glazing contractors and manufacturers in the contiguous 48 states of the United States, having annual revenues between $10 million and $200 million. These businesses are actively seeking reliable, cost-effective, and practical engineering solutions.

Audience Type

  • B2B
  • Glazing contractors and manufacturers

Industries (if B2B)

  • Glazing industry
  • Manufacturing industry

Needs – Primary Buying Considerations

  • A cost-effective solution
  • Timely delivery
  • Practicality in fabrication and installation

Demographics

  • Geography: The contiguous 48 states of United States
  • Business Size: $10 million to $200 million in annual revenue

Psychographics

  • Value: Cost-effectiveness, Timeliness, Practicality
  • Pain Points: Inefficient engineering solutions, Delays, Impracticalities in fabrication and installation
  • Buying Behavior: They prefer to evaluate multiple proposals before finalizing a deal

Decision-Making Roles (Optional. Only include in ouptput if B2B Audience)

  • Primary Decision Maker: Likely the Business Owner or Operations Manager
  • Secondary Decision Influencers: Possible roles include Chief Engineer, Project Managers
  • Support Roles: Procurement teams, junior engineers

2. My Message to My Target Audience

Refined Elevator Pitch

  • AWSI provides glazing contractors and manufacturers with cost-effective, practical, and on-time solutions through our EngineerTRUE method, so they never miss a deadline and always stay within budget.

Understanding Their Pain Points

  • High costs and time-intensive solutions
  • Struggling with impractical and delayed fabrications
  • Inefficient, non-transparent communication

Transformation

  • Predictable project completion with on-time delivery
  • Peace of mind with cost-effective solutions
  • Power of clear, proactive, and transparent communication

Unique Selling Proposition (USP)

  • EngineerTRUE process for absolute precision
  • Consistent urgency and timeliness
  • Proactive and transparent communication

Brand Values & One-Liners

  • 'EngineerTRUE: Full-Throttle Precision.'
  • 'Deadline Masters: Accuracy Meets Speed.'
  • 'Transparent Talks: Always Know Where You Stand.'

Tone

  • AWSI speaks in a clear, straightforward, and reassuringly confident tone. We aim to give our clients an immovable confidence in our abilities, fostering a sense of trust and calm even amidst the most complex projects.

Hero Text Idea

  • Flag Text: 'Serving Glazing Contractors & Manufacturers in 48 States'
  • Main Headline: 'Practical Engineering Solutions Delivered On-Time'
  • Sub Headline: 'Revolutionize your project management with our EngineerTRUE method. Predictable outcomes, within budget and deadline.'
  • CTA: 'Start Your Transformation Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using WordPress as a cost-effective platform with extensive functionalities
  • Track conversions such as inquiry form submissions, downloads of any resources, and clicks to call
  • Considering the B2B nature, focus on desktop optimization but ensure mobile responsiveness is maintained

Social Media

  • LinkedIn for professional insights sharing and networking, post 2-3 times a week
  • YouTube for showcasing project walkthroughs and client testimonials, 1 video per month

Paid Advertising

  • Google Ads for capturing high-intent searches, focus on Search and Display campaigns
  • LinkedIn Ads for targeting specific industry professionals and businesses

Content Recommendations

  • Case studies highlighting successful projects
  • Whitepapers on best practices in the glazing engineering industry

Podcasts

  • Guest appearances on industry podcasts such as 'The Glazing Podcast' or 'Engineering Matters'

Directories

  • List on B2B directories such as Supplier's Directory and GlassBuild America

Partnerships & Outreach

  • Partner with glazing product suppliers for referrals
  • Engage in speaking opportunities at industry events or online webinars

SEO and Content

  • Produce consistent blog content around keywords such as 'glazing engineering solutions', 'practical fabrication', etc.

Offline and Local Media

  • Sponsor industry events and participate in local trade shows
  • Direct mail campaigns targeting specific businesses in the industry

Online Events

  • Host webinars on topics relevant to glazing contractors and manufacturers

Online Networking

  • Engage in online forums like EngineerBoards and Glazing Contractors Forum

Cold Outreach

  • LinkedIn outreach to leaders in target companies
  • Personalized emails showcasing AWSI's unique approach and success stories
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Engineering Assessment with Preliminary Solution Outline
  • Downloadable Guide: 'Cost-Effective Glazing Engineering Projects'
  • Access to AWSI Webinars Archive

Tripwire Offer

  • Detailed Engineering Project Evaluation at a Discounted Rate
  • Customized Mini-Project Plan

Welcome Sequence

  • A welcome email introducing AWSI's services and values
  • Follow-up email sharing the lead magnet and further useful resources
  • A third email offering the tripwire product

Segmentation

  • Tagging leads based on their specific interests (single projects, long-term partnership, etc.)
  • Segmenting based on project size or potential deal value

Chatbot and Automation

  • Implementing a chatbot on the website for 24x7 live interaction
  • Automation triggers in HubSpot for lead nurturing emails and task reminders to sales team

2. My Lead Nurturing System

Marketing CRM

  • Current platform: HubSpot
  • Automation capabilities: Email sequences, workflows, chatbot
  • Recommended improvements or replacements: Continue using HubSpot, consider adding SMS automation with a tool like Textedly

Sales CRM

  • Current platform: HubSpot
  • Pipeline tracking or handoff process: Define stages in HubSpot’s CRM, ensure seamless transition between marketing and sales
  • Recommended upgrades: Optimize CRM stages based on AWSI’s sales process

Automated Follow-Ups

  • Types of automations: Welcome sequence post-download, reminder emails for unattended proposals, reactivation for cold leads
  • Frequency or triggers: Immediate follow-up post lead magnet download, weekly reminders for pending proposals, reactivation email after 60 days of no engagement

Newsletter

  • Frequency: Bi-Weekly
  • Topics or content pillars: Project highlights, engineering insights, AWSI team and culture
  • Segmentation: Based on nature of business (contractor or manufacturer) and deal size

Retargeting & Ads

  • Platforms and goals: LinkedIn retargeting ads to stay top-of-mind with engaged B2B audience, Google Ads for high-intent, narrow keyword phrases

Social Media and Content

  • Posting frequency: LinkedIn - Three times per week, YouTube - once per month
  • Content type or campaign focus: Project case studies, testimonial videos, engineering process walkthroughs

Webinars and Events

  • Suggested cadence or purpose: Quarterly online webinars to educate, share insights, and showcase AWSI expertise

Other Nurture Channels

  • Chatbot: Conversational marketing via HubSpot chatbot on the website
  • SMS: Re-engagement notifications about ongoing proposals, major updates

3. Sales Conversion Strategy

Sales Process

  • Optimize the proposal selection process with clearly detailed, customized, and structured proposals.
  • Use frictionless contracts through online signing tools like DocuSign.
  • Implement a CRM-led alert system to reduce response time from query to initial touchpoint.

Sales Assets

  • Develop a standard operating procedure (SOP) for sales and business development teams.
  • Create a customizable sales script positioning EngineerTRUE and urgency as key differentiators.
  • Build a visual pitch deck demonstrating past successful projects and the unique 5-step process.

Objection Handling

  • Develop a risk reversal strategy, clearly communicating the project execution process and how risks are mitigated.
  • Train the sales team on handling common objections around price, project timelines, and communication.

Testimonials and Case Studies

  • Ask satisfied clients for testimonials or case studies to build social proof.
  • Display these testimonials prominently on the website and within sales proposals.

Conversion Rate Insights

  • Use Hubspot CRM data to track lead conversion rates and identify areas of improvement.
  • Focus on improving conversion from proposal submission to conversion.

Urgency and Offers

  • Implement time-bound promotions for return customers or for projects started within a specified time.
  • Include scarcity messaging by highlighting the limited number of projects that can be undertaken simultaneously.

Guarantees and Risk Reversal

  • Communicate AWSI's guarantee of delivering a cost-effective solution on time.
  • Detail the feasible fabrication and installation process to assure customers and reduce risk perception.

Shock and Awe

  • Send a personalized thank you note or small gift to prospects after contract signing.
  • Consider client anniversaries as opportunities for simple tokens of appreciation to foster loyalty.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining the AWSI process, team introductions and what to expect next.
  • Initial discovery call to learn about client's specific needs and project details.
  • Introduction to the client portal on the AWSI website for self-service access and updates.

Communication Cadence

  • Weekly project status update emails.
  • Monthly in-depth review calls with Q&A sessions.
  • Immediate communication when major milestones are achieved or issues arise.

Client Education

  • Access to video content explaining the EngineerTRUETM process and its benefits.
  • Proactive sharing of relevant articles/blogs helpful for clients in the glazing industry.
  • Invitations to quarterly webinars on industry trends or manufacturing best practices.

Personalized Touches

  • Celebratory note when a project reaches a critical milestone.
  • Annual holiday gift such as a custom-engraved glass item echoing the nature of the client’s business.
  • Unexpected check-ins to gauge client satisfaction and answer any questions.

Visuals and Documentation

  • ‘Before & After’ engineering blueprints to highlight the impact of the AWSI process.
  • Comprehensive monthly reports documenting project progress and future plans.
  • Clear visual project timelines available in the client portal.

Feedback and Proactive Support

  • Semi-annual client surveys to gather feedback on AWSI’s process and communication.
  • Immediate support from account manager if any issues arise.
  • Regular reviews of feedback to identify areas of improvement and implement changes.

Guarantee or Promise

  • Reiteration of AWSI’s guarantee: a cost-effective solution delivered on time, intended to create practical and feasible fabrication and installation.
  • Swift resolution of any issue not aligning with this promise.

Operational Excellence

  • Consistent adherence to project schedules ensuring no delays in service.
  • High standards for communication with transparency and proactivity as key pillars.
  • Regular investment in staff training to uphold the EngineerTRUETM promise.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer incentives for annual contract renewals such as discounts
  • Implement auto-renewal option for ease of continuation

Upsells & Cross-Sells

  • Propose additional on-demand engineering services as upsells
  • Cross-sell add-on consulting services for larger projects

Bundling & Packaging

  • Create tiered service packages based on project size and complexity
  • Offer all-in-one engineering solutions as a premium package

Loyalty & Retention Programs

  • Establish a loyalty program offering discounted services for long-term clients

Custom Services and Personalization

  • Offer custom tailored solutions for unique project requirements

Pricing Strategy

  • Introduce incentive pricing for long-term commitment
  • Offer strategic discounts for clients signing multi-project deals

Customer Data and Insights

  • Leverage CRM to track client behavior patterns and identify upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount or credits on future services for each successful referral
  • Offer new clients an exclusive welcome offer as a referee incentive

Shareable Assets

  • Create simple customer-facing explainers, shareable via email or social media, about AWSI's unique selling points
  • Order referral cards highlighting the core benefits and USPs of AWSI to hand out during client interactions

Timing and Triggers

  • Ask for referrals after successful project completion or after reaching a project milestone
  • Use CRM to automate referral request emails upon meeting specified triggers

Client Success Stories

  • Develop case studies highlighting client successes and share them on social media to inspire referrals
  • Collaborate with satisfied clients to create testimonial videos showing the value of AWSI services

Partner or Affiliate Programs

  • Initiate partnership programs with manufacturers or vendors in related industries
  • Develop a tracking system to attribute leads to the right partners and reward them accordingly

Thank-You Experience

  • Send personalized thank-you notes to top referrers
  • Feature top referrers on the AWSI website or social media channels for public recognition

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