Proven Ways To Generate Leads
for SMMs
Presented By: Chris Scafario
GROW ! IMPROVE ! LEARN ! NETWORK
Helping Manufacturers Grow Profitably Since 1988
Slide 2
Setting the stage…
• Growth Services at DVIRC have been on a 12 Year Journey.
• Our BGS Team has spent over 160,000 hours working with 1,000 or more
unique manufacturing leaders from across the country and around the world.
• Every SMM is unique… their struggles with growth are much less so!
• Many SMMs lack the internal resources / third parties to support a reliable
“systematic” approach to grow.
• Taking the principles of lean / continuous improvement and forging them into
a “PDCA” towards topline growth makes strategic growth efforts much more
palatable to SMMs.
• Success requires action!
GROW ! IMPROVE ! LEARN ! NETWORK
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 3
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The
Crowd
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January 25, 2022
Slide 4
A Long-Standing Struggle
Manufacturing Problems & Needs Study 1994 Through 2016
Source Georgia Tech
Vice President of Research
& Strategic Growth
Inside
Sales
Support
DVIRC’s BGS Team Helps Manufacturers Reach Beyond Their Resources…
Market
Positioning
& Research
Research
Analysist
Project
Coordinator
Primary
Research
Support
Primary
Research
Support
Inside
Sales
Support
Web Design &
Digital
Marketing
Expert
Lead Gen.
Team
Supervisor
Advanced
Technologies
Research
Expert
Research
Analysist
Project
Coordinator
Inside
Sales
Support
Primary
Research
Support
Inside
Sales
Support
Inside
Sales
Support
Primary
Research
Support
Slide 6
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Applying a process
that uses S.M.A.R.T.
Goals and a PDCA
approach will help any
sales and marketing
initiative gain traction
and deliver results.
Planning Your Work…
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 11
Manufacturing
Growth 101
Competitive
Benchmark
(4 Weeks )
Market
Scouting
(12 Weeks )
Inbound
Marketing
(Annuity)
Lead
Generation
(Annuity)
• Target Market Analysis
• Benchmarking 5 Rivals
• Suggested “Actions”
Service
Deliverables
The business can define a
clear “Way Forward”
Benefit
• Target Market Analysis
• Benchmarking 5 Rivals
• Suggested “Actions”
• Project MindMap
• Stake Holder Insights
• Validation “Go - No Go”
• Opportunity Hierarchy
The business can confirm
its “Hypothesis for
Growth”
• Marketing & Brand
• Planning
• Development
• Project Management
Using a outsourced team
clients experience low risk
with potential for a high
ROI
Using this approach 1 new
account typically pays for
a year’s worth pf service
• Positioning Plan
• Sales Coaching
• Database Development
• Leads
A Sustainable Model For Growth
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 12
Market Positioning
(Strategy)
Opportunity Research
Segmented
Outreach
Leads &
Insights
PDCA
Approach
Daily KPI
Management
Lead Generation (For Market Penetration)
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 13
Setting a Direction
(What is the Hypotheses For Growth? )
Opportunity Research
Segmented
Outreach
Opportunity
Validation
PDCA
Approach
Insight
Analysis
Market Scouting (For Diversification)
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 14
Market Scouting (For Diversification)
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January 25, 2022
Slide 15
Competitive Research
(Secondary Data Collection)
Market Trend Analysis
Aggregate
Data Analysis
Action Plan
Key Word
Research
Opportunity
Mapping
The Competitive Benchmark
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 16
Market Positioning
(Strategy)
Competitive
Landscaping
Quarterly
Planning
Key Word
Research
PDCA
Approach
Outreach /
Campaign
Management
Digital Marketing
Profile Target Opportunities
Build Databases
Create Messaging
Communicate to Target Markets
Get Sales Appointments
Products Markets
Sellers
Decision
Makers
Market
Needs / Pains
Unique Selling
Points
Structured
Outreach
Qualified
Leads
Lead Generation= Process
What is on your two year
horizon for growth?
By the numbers:
• 100 Targets
• 60 Prospects
• 4 to 6 Leads
• 33% Conversions
Define and Develop Your Targets…
Outlook:
The armored vehicle mfg. industry will stabilize and expand over the
next five years as defense spending grows. In particular, Stryker
vehicle upgrades, production of the Joint Light Tactical Vehicle (JLTV),
and various development programs are expected to bolster growth.
DVIRC Intelligence Report
Defense – Armored Vehicles
Armored Vehicles: NAICS
336992
Communication Tools
Mail eMail Telephone
As your lead generation efforts begin to expand, you should consider
using a C
ustomer Relationship Management system to track your success.
Fail FAST &
Fail CHEAP
Partner Portal
Through the Partner Portal tool,
DVIRC’s Lead Generation partners
receive real-time updates of “warm”
and “hot” leads.
This proactive communication
practice enables follow-up and
promotes a focus on those
opportunities with the greatest
potential for conversion to new
orders.
Keeping the Sales Pipeline Flowing
What Gets Measured, Gets
Managed
Marketing & Sales Is a Process
Plan- Do- Check- Act Thinking Works
S.M.A.R.T. Goals Will Drive Performance
What Gets Managed, Gets Improved
Success Breeds Success
GROW ! IMPROVE ! LEARN ! NETWORK
January 25, 2022
Slide 32
Our Projects Support The
Industries That Change
Our World.
Our People
Make The Changes Possible!
