Most maritime technology companies possess knowledgeable and technical staff, but outdated sales and marketing practices hinder them.
This keeps many maritime technology companies stuck in a cycle:
To add 10 million in revenue involves putting four key scaling factors into place:
With a decade of experience and over 50 HubSpot implementations, we've gained deep insights into scaling maritime technology businesses.
Our collaboration with industry leaders has given us a comprehensive understanding of the unique challenges in this sector.
We've developed a growth strategy tailored to the maritime technology industry.
However, we've noticed many businesses tend to focus on single growth aspects, like paid advertising or outbound sales, which often yields suboptimal results.
Our approach is holistic, addressing every stage of the customer journey. By combining methods to attract, win, and keep customers, we create a robust system that gives you long-term growth.
This comprehensive method combines marketing, targeted outbound efforts, efficient sales processes, and dedicated customer success initiatives.
Our process ensures that your maritime technology business is optimized across all facets of customer acquisition and retention, setting the stage for transformative and sustainable growth in this competitive sector.
1. Customer Insight
Start by deeply understanding your ideal customer’s needs and buyer’s journey. This foundational knowledge will inform every subsequent step, ensuring your efforts are targeted and effective.
- Market Segmentation: Analyze and divide your target market for focused and effective strategies.
- Ideal Customer Profile (ICP): Define your ideal customer and key decision-makers for targeted outreach.
- Positioning & Value Proposition: Craft a clear, compelling statement that sets you apart from competitors.
- Buying Process Map: Outline the customer journey to identify key touchpoints and engagement opportunities.
- Marketing Plan: Develop a strategic plan that aligns with sales goals and targets your audience effectively.
2. Unified CRM
Once you have clear customer insights, centralize this data within a unified CRM system. This ensures that all departments collaborate seamlessly, using a single source of truth to manage and nurture customer relationships.
- HubSpot Customer Platform: Have the whole company work in the same CRM, migrate data to one place, set up custom pipelines, automations, and integrate your tools, ensuring quick adoption and immediate value.
- Sales Email Integration: Integrate HubSpot with Office 365 og G Suite to reduce manual data entry and to make sales more efficient.
- Custom Sales Quotes: Create custom designed quote templates that can be sent directly from HubSpot and be signed with e-signature so that your sales team can close deals quickly.
- Advanced Integrations: Seamlessly connect HubSpot with essential tools like Slack, Microsoft Teams, Clay, Apollo or your accounting system.
- Customer Success: Develop and implement improved onboarding processes for new customers, ensuring a smooth start and faster time-to-value.
- CRM Customization: Fine-tune your CRM with custom objects and properties to match your specific business processes.
- Reporting & Dashboards: Design reports and dashboards for real-time insights that can be distributed to stakeholders automatically.
- Ongoing Data Hygiene: Implement best practices for clean, valuable CRM data to reduce duplication of records.
3. Buyer Enablement
With customer data centralized and accessible, you can now focus on empowering your buyers to find information they need, when they need it. Provide them with personalized, streamlined, and relevant buying experiences that are informed by the insights gathered and managed through your CRM.
- Strategic Web Design: Design high-converting landing, service, product, and pricing pages that generate leads for sales.
- Blog Optimization: Manage a blog strategy to improve your search engine rankings, increasing your organic visibility and driving more qualified traffic to your website.
- Compelling Content Creation: Develop high-quality, industry-specific content that showcases your expertise in the maritime technology sector to attract your target audience.
- Effective Case Studies: Craft detailed case studies highlighting your successful projects, demonstrating the real-world value of your solutions to potential clients.
- Marketing Campaign Management: Execute engaging webinars and marketing campaigns, positioning your company as a thought leader and capturing valuable sales opportunities.
- Comprehensive Knowledge Base: Develop a user-friendly knowledge bases and customer portals to empower customers.
- Content Localization: Implement a strategy to localize your website content for different markets, expanding your global reach and resonating with diverse audiences.
4. Apprenticeship Program
Finally, invest in an apprenticeship program to sustain and scale these efforts. This will build and strengthen your internal marketing team, ensuring they have the skills and knowledge to not be dependent on external agencies and consultants forever.
- Custom Training: Provide hands-on training to equip your team with the latest industry skills and tools. Regular workshops and practical sessions ensure that your marketing team is trained adequately to not be dependent on external agencies.
- Standard Operating Procedures (SOPs): Have clear SOPs to guide your team through key marketing tasks. These step-by-step instructions ensure consistency, efficiency, and the ability to replicate successful strategies.
- Templates and Frameworks: Have customizable templates for marketing tasks like marketing planning, email campaigns and social media posts to streamline your marketing team’s workflow.
- Software Walkthroughs with Tango.us: Use Tango.us to create interactive software tutorials, making it easy for your team to master essential tools such as HubSpot. These guides are valuable for onboarding and reinforcing key skills.
Step 1: Unlock Sales Opportunities
We begin by driving sales accountability to uncover hidden sales potential. In this phase, we help you identify the biggest growth opportunities and most profitable market segments.
We create a simple one-page growth strategy to measure sales and revenue, ensuring you can see immediate progress. By the end of this stage, you'll reach our "ROI Zone" and start seeing results.
Step 2: Establish Growth Foundations
Next, we focus on building a turnkey system to win and retain customers. We identify the quickest wins to build your pipeline and turn your website into a lead-generating sales asset.
Additionally, we drive retention with an exceptional customer experience, ensuring that clients provide feedback and allowing you to expand your relationship with them. By the end of this stage, your business will have a solid foundation for sustainable growth.
Step 3: Expand Your Pipeline
In this stage, we expand your marketing channels to attract three times more sales leads. We reliably attract valuable accounts through targeted outbound and inbound campaigns that will shorten sales cycles, improve close rates, and increase margins. By the end of this stage, your sales team will be busy pitching to high-quality prospects, and you'll know which channels provide the best return on investment.
Step 4: Build Profitable Capacity
We then drive profits and reduce overhead by moving your marketing efforts in-house. We help you to build a skilled internal marketing team for sustainable growth and develop internal resources to eliminate dependency on external agencies.
By the end of this stage, your company will have the capacity to manage its marketing efforts efficiently and cost-effectively.
Step 5: Achieve Scalable Sales Growth
Finally, we focus on driving 30%+ year-over-year growth by expanding and optimizing growth channels. We position your company for an exit at a higher valuation, ensuring you’re ready for investors or a successful sale.
By the end of this stage, you will have created a constant flow of conversions, optimized your pricing for maximum profit, and achieved scalable sales growth.
Our structured approach guides your maritime tech company from identifying quick wins to building a comprehensive growth strategy. Our process ensures you achieve immediate results and build a foundation for long-term success and profitability.