B2B marketing for complex industries
Some industries and businesses are more complex than others, and it can be difficult to communicate what you do. Workers’ comp, professional services, manufacturing and technology companies bring us in to align marketing and sales and drive revenue.
What does it look like when the marketing works?
Five results from published Marketing Works case studies, with where each client started.
| Client | Starting point | Result | Case study |
|---|---|---|---|
| Cardinal Health | Two aging eCommerce platforms, replaced by one new site built from 1,000+ customer survey responses. | 73% of external customers (20,000 of 27,500) ordering only through the new Cardinal Health Market by March 2019. 2019 PRSA PRism Award. | Read the case study |
| Helios | Progressive Medical and PMSI merging, with a new brand still to be named and launched. | 117% more trade and national media coverage in 2015 than in 2014, second most among competitors. | Read the case study |
| Environmental Pest Management | A central Ohio market full of national brands. Goal: meetings with 10 top multifamily prospects. | $535,000 in new revenue with five management companies, a 3,567% return. 2019 PRSA PRism Award. | Read the case study |
| HMB | A Columbus IT market where every competitor was saying the same thing. | 24% more engagement with clients and prospects, plus a Smart 50 Award. | Read the case study |
| PRIUM | Needed at least 10 new physician reviewers from one tradeshow, with four weeks to prepare. | 60+ physician leads from the show, against a goal of 10. | Read the case study |
Who markets to adjusters, payers and defense attorneys?
WorkComp Marketers, our workers’ comp practice
For more than 30 years we have worked with companies that target the workers’ compensation market, from third party administrators to defense attorneys to pharmacy benefit managers.
We keep up with the legislative and regulatory activity that moves the market, we know how to reach payers, adjusters and injured workers, and we write the merger and acquisition messaging when companies combine.
We won’t work with your competitors
“Marketing Works took the time to understand our business. The team was knowledgeable, creative, and committed. They became true advocates for our message in the marketplace.”
Michael Gavin, President, PRIUM
White paperssuccess storiesgovernment affairs piecesmedia, analyst and blogger relationssales and marketing alignmentlead generationtradeshows and eventscrisis communication
Which industries do we know from the inside?
We only work with noncompeting companies.
Workers' comp
Third party administrators, defense attorneys, pharmacy benefit managers and medical cost management companies.
WorkComp Marketers
Professional services
Accounting, law, architecture, engineering, financial planning and management consulting firms, where it takes work to explain your capabilities.
Technology
Bridging the gap between technical speak and how your buyer hears it, for hardware, software, networking and cloud companies.
Manufacturing
Lead generation, product launches and digital marketing for manufacturers, including a nearly 800-product eCommerce portal for TECH Tire Repairs.
How does a marketing plan come together here?
Identify
Define
Engage
Assess
Every plan runs on the MW-360° IDEA process
Go-to-market planning
A research-backed marketing strategy that ties your marketing goals to your business goals, measured weekly and reassessed every quarter.
Content and messaging
Messaging workshops and a message map, then content that leads with benefits.
Inbound and outbound
Web, SEO, social, email, direct mail and media relations.
Clients include
Can we buy you a coffee and hear your story?
We’d love to sit down over a cup of coffee and hear your story. Our treat. Ask Bill Kiefaber about a complimentary strategic planning session.
