Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Torqn primarily targets male engineering or business improvement managers in first or second tier mining or construction companies. These decision makers are technologically savvy, open to innovation, and have a high income.

Audience Type

B2B
Main customer segment: Engineering or Business Improvement Managers

Industries (if B2B)

Mining Industry
Construction Industry

Needs – Primary Buying Considerations

Improvement in equipment maintenance efficiency
Need to capture and utilize equipment knowledge effectively
Desire for a solution that integrates with existing systems

Demographics

Age Range: 30 - 55
Gender: Male
Geography: Australia
Income Level: Over $200,000 per year
Profession: Engineering manager or Business Improvement manager
Business Size: First or Second tier mining or construction companies

Psychographics

Lifestyle: Open to innovations and improvements
What they value: Efficiency, Safety, Reliable equipment performance
Pain Points: Equipment downtime, Loss of expert knowledge when staff leave, Inefficient communication around equipment
Buying Behavior: Refer to technical or IT departments for final approval
Decision-Making Roles:
Primary Decision Maker: Engineering or Business Improvement manager
Secondary Decision Influencers: Operational teams
Support Roles: IT departments

2. My Message to My Target Audience

Refined Elevator Pitch

Torqn Enterprise provides industrial teams with a secure, equipment-centric collaboration platform, drastically reducing downtime and safeguarding expert knowledge to ensure seamless operations and increased safety.

Understanding Their Pain Points

Struggling with asset downtime and safety risks in heavy-duty industries.
Buried in unorganized communications and losing critical information.
Difficulty capturing and retaining expert knowledge when staff leave.

Transformation

Reduced equipment failures and rapid problem resolution.
Strong sense of security and operational efficiency.
Improved collaboration and knowledge retention, boosting overall business performance.

Unique Selling Proposition (USP)

Built specifically for critical equipment teams, not generic workflows.
Captures real field knowledge automatically in the workflow, saving time and maintaining context.
Creates accountability without bureaucracy and works in harsh operational environments.

Brand Values & One-Liners

"From tribal knowledge to enterprise intelligence."
"The future of equipment collaboration."
"The collaboration engine for equipment-driven operations."

Tone

Empowering and confident, mirroring the resourcefulness and resilience of the industrial teams we serve. We aim to inspire trust, progress, and above all, operational safety.

Hero Text Idea

Flag Text: "Australia's Trusted Industrial Solution"
Main Headline: "Unlocking the Power of Real-Time Collaboration"
Sub Headline: "Empower your team with Torqn Enterprise. Connect, capture, and improve with our secure platform built for heavy-duty industries."
CTA: "Start Your Efficiency Revolution Today"

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

Website

Enhance UI/UX to cater to target users: Male, 30 - 55, likely tech-savvy.
Implement conversion tracking for lead generation forms and webinar sign-ups.
Focus on mobile optimization — mining and construction managers are often on the field.

Social Media

LinkedIn: Share industry insights and equipment maintenance tips. Post 3x weekly.
YouTube: Share video walkthroughs of the platform and customer testimonials.

Paid Advertising

Google Ads: Target keywords related to equipment collaboration and industrial efficiency.
LinkedIn Ads: Reach decision-makers in mining and construction industry.

Content Recommendations

Write blogs about leveraging technology in equipment management.
Create case studies showcasing how Torqn has solved customer problems.

Directories

Get listed on B2B sites like Thomasnet.
List in Australia-specific directories: Yellow Pages, True Local.

Publications

Regular contributions to leading industry publications: Australian Mining, Construction Global.

Partnerships & Outreach

Develop partnerships with mining and construction industry associations.
Sponsor industry-focused events for brand visibility.

SEO and Content

Optimize website for keywords related to equipment collaboration, mining technology.
Create a library of informative industry-specific blog posts for organic traffic.

Offline and Local Media

Attend trade shows as exhibitors.
Invite media to participate in product demos.

Online Events

Host webinars demonstrating product usage, benefits.

Online Networking

Engage in forums like ConstructionTalk, MiningForum.

Cold Outreach

Use email outreach to engage with prospect engineering or business improvement managers.

During
(Lead)

1. My Lead Capture System

Lead Magnet

Free Webinar: 'Maximise Operational Efficiency with Equipment-Centric Collaboration'
Whitepaper: 'Transitioning from Chat-Centric to Asset-Centric Team Collaboration'
Quiz: 'How Efficient is Your Equipment Management?'

Tripwire Offer

One month trial of Torqn Enterprise at a reduced price
Comprehensive product demo and consultation

Welcome Sequence

Welcome email introducing Torqn Enterprise's capabilities
Follow-up email with access to client testimonials and case studies
Personalized email with their quiz results and Torqn-recommended improvements, if the lead came via the Quiz

Segmentation

Leads tagged based on industry (Mining vs Construction)
Further segment by job role (Engineering Manager vs Business Improvement Manager)

Chatbot and Automation

Chatbot for immediate assistance on the website
Automate follow-up emails based on lead activity and interest level

2. My Lead Nurturing System

Marketing CRM

Current platform: Ontraport
Automation capabilities: Email marketing, Landing pages, CRM, Membership sites, Affiliate management
Recommended improvements: Use forms to capture lead information and segment your subscribers. Automate email campaigns for lead nurturing and client retention.

Sales CRM

Current platform: Ontraport
Pipeline tracking or handoff process: Implement a structured sales pipeline in Ontraport to track and monitor the progress of leads and deals.
Recommended upgrades: Integrate the sales CRM with additional tools like LinkedIn Sales Navigator for enriched data and smarter outreach.

Automated Follow-Ups

Types of automations: Email series post-opt-in, engagement-triggered email sequences.
Frequency or triggers: Welcome email immediately post-opt-in, then an educational email every 2 days.

Newsletter

Frequency: Monthly newsletter containing industry insights, product updates, and client testimonials
Topics or content pillars: Equipment Management, Operational Efficiency, Field Knowledge Capture, Safety in Equipment-Heavy Industries
Segmentation: Segment newsletters based on industry (mining or construction) and job role (engineering manager or business improvement manager)

Retargeting & Ads

Platforms and goals: LinkedIn for targeted B2B lead ads, Google Ads for increased brand visibility in relevant searches

Social Media and Content

Posting frequency: 3x weekly on LinkedIn, occasional Youtube videos demonstrating the platform.
Content type or campaign focus: Demonstration of platform, sharing of industry-related articles, customer testimonials, and case studies.

Webinars and Events

Offer a bi-monthly educational webinar demonstrating the platform and addressing industry issues
Attend (or sponsor) industry events and networking functions.

Other Nurture Channels

Implement a live chat feature on the website for instant engagement and faster query resolution.
SMS automation for appointment reminders or important updates.
Engage in LinkedIn Groups relevant to your industry and offering to remain top of mind.

Recommended Next Steps

Add automation to your email marketing to allow for more personalized, frequent contact with leads.
Begin experimenting with targeting and remarketing ads on LinkedIn and Google to stay top of mind with a wider audience segment.
Use your CRM to further segment your list with more details - industry, job role, interests - and tailor all communication accordingly to make it most relevant and useful.
Engage more on your chosen social media channels by posting content regularly and participating in group discussions.

3. Sales Conversion Strategy

Sales Process

Detailed discovery call with the prospect to assess their needs
Conduct a presentation showcasing Torqn's unique features and benefits
Provide a custom proposal based on their requirements and concerns
Assure client with necessary cybersecurity documents to satisfy IT department
Send a final contract for review and set a starting date once signed

Sales Assets

Develop sales scripts addressing common questions and objections
Create detailed proposal templates and sales SOPs for consistency
Build a compelling pitch deck highlighting Torqn's USPs and client testimonials

Objection Handling

Prepare objection-handling scripts for budget, IT security, and integration concerns
Offer a live demo or trial period to prove effectiveness of Torqn Enterprise

Testimonials and Case Studies

Regularly solicit client testimonials and success stories
Generate case studies showcasing how Torqn solved specific client problems
Highlight these testimonials and case studies on website and during sales presentations

Conversion Rate Insights

Install CRM tracking to monitor lead to sale conversion rates
Regularly identify friction points in the sales process and implement improvements

Urgency and Offers

Apply time-bound promotional offers, such as a discounted price for the first year
Add fast mover incentives like priority customer support

Guarantees and Risk Reversal

Offer a 30-day money-back guarantee to demonstrate confidence in the service
Provide assurances about data security and privacy

Shock and Awe

Send personalised thank you notes or Torqn-branded memorabilia to significant prospects

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Kick-off call to introduce clients to our platform and discuss objectives and expectations.
Welcome email with step-by-step instructions for platform usage and key contact details during the onboarding process.
Personalized walkthrough of our platform focusing on critical features relevant to the client's work environment.

Communication Cadence

Monthly update calls to discuss progress, challenges, and upcoming updates.
Quarterly reports summarising key metrics, improvements, and insights obtained from platform usage.
Instant notifications for major platform updates or any potential disruptions.

Client Education

Dedicated online hub with video tutorials, FAQs, best practices guides, and case studies.
Regularly scheduled webinars to discuss specific platform features and their optimal usage.
Customized training sessions focusing on platform advancements and industry-specific modules.

Personalized Touches

Special milestone recognition when specific platform usage levels are reached, signaling an increase in operational efficiency.
Birthday wishes and year-end holiday messages to maintain personal connections.
Personal check-ins from our team to ensure platform satisfaction and to gather feedback.

Visuals and Documentation

Quarterly progress reports that clearly highlight before and after scenarios, demonstrating the efficiency improvements brought by our platform.
Regular equipment performance charts that track and document the reduction in downtime and increase in safety.

Feedback and Proactive Support

Regular surveys to gather customer feedback and understand potential areas for improvement.
Proactive support through instant notifications of any issues with our platform and swift resolution plans.
A dedicated customer success manager for each client, ensuring smooth communication and quick resolutions.

Guarantee or Promise

Risk-free trial period offering clients the opportunity to explore our platform before making a commitment.
'Customer success promise' which guarantees swift resolution of any platform-related issues.

Operational Excellence

Standardized response times for all customer inquiries.
Adoption of user-friendly scheduling tools for arranging check-in calls and training sessions.
High standards for punctuality and respectful communication across all touchpoints.

The objective of these actions is to deliver a thoughtful, proactive, and unforgettable customer journey that builds trust, encourages retention, and elevates our brand, making our customers feel valued and remembered.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer annual contracts with a discount for upfront payment
Implement a renewal reminder campaign a month before contract expiration
Provide incentives for multi-year contract commitments

Upsells & Cross-Sells

Upsell Torqn Docs AI as an enhancement to Torqn Enterprise
Promote cross-training sessions to help teams optimize use of the platform

Bundling & Packaging

Bundle Torqn Enterprise with Torqn Docs AI for a comprehensive package deal

Loyalty & Retention Programs

Introduce a referral program for existing clients to refer new clients
Offer loyalty rewards such as premium support or consulting services

Custom Services and Personalization

Offer custom onboarding and training programs for large teams
Provide white-glove implementation or integration services

Pricing Strategy

Offer a tiered pricing model based on team size, usage, or require support level
Incentive long-term commitment with discounted rates

Customer Data and Insights

Implement data tracking to identify usage patterns and churn risks
Use customer usage and feedback data to continuously improve the offering

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a free upgrade to Docs AI for 3 months for any successful referral
Give the referred party a 10% discount in their first billing cycle

Shareable Assets

Develop easy-to-share case studies or testimonials
Create a digital referral card that customers can forward via email or social media

Timing and Triggers

Following successful customer milestones such as 1 year of partnership, significant operational improvements, etc
Incorporate into the after-sales follow-up process, providing an automated referral prompt

Client Success Stories

Share testimonials or use-cases regularly on social media and in newsletters
Create a 'Customer Spotlight' blog series featuring successful implementations of Torqn

Partner or Affiliate Programs

Establish partnerships with industrial firms or relevant consultants
Develop an affiliate program with a commission structure based on the referred customer's annual contract

Thank-You Experience

Send a personalized thank-you message or company merchandise to referrers
Feature top referrers on a 'Partner Wall' on the website

Torqn Pty Ltd

Your 1-Page Marketing Plan is Ready!