Manufacturing Branding
& Marketing Agency Specialists

Brand awareness is key to selling in industries with longer sales cycles and higher-priced product and service offerings.

If your prospects aren’t ready to buy today, you’ll want to be sure they remember you when they are. A strong brand story can open the door to connecting with your prospects in a more memorable way, as well as providing the story elements to nurture them until the time is right, with digital marketing tactics that meet them where they are in the buyer’s journey.

If you’ve been presenting your brand with a product-features-and-tech-specs-first approach, it may be time to reimagine what’s possible with your brand story to communicate your unique benefits.

One of the best ways to grow your business is cross-selling your products and services with existing customers.

Having the right essential content and a plan to introduce these offerings to your customers is key for organic growth from your existing base.

We can help identify which touchpoints may be falling short and the steps to take using the right tactics and the right times to begin the process of moving forward with greater success.

With old-school prospecting tools — like purchased lists or “dialing for dollars” — you have no idea if the prospect is even in the market for your services until you make contact… if you can reach them at all.

Dovetail specializes in discovering which opportunities your business needs more of, and then building a highly automated lead generation and nurturing system designed to bring them to you.

We target your “best customer” profile, engage them with educational content about your product or service offering, pre-sell them on your unique points of differentiation, and move them down the funnel toward contracting with your company. By the time you get involved, the prospect is highly qualified and ready to take action.

We get it, it’s not just the volume of leads, it’s the quality of leads that convert into a business opportunity. If the leads aren’t qualified, your limited time and resources are essentially spent pursuing dead ends.

Often, we see the lack of definition between what a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL) look like. Is a website inquiry an MQL? What if the inquiry form “converts” but the information is clearly from a non-qualified submission? Without establishing a set of agreed upon parameters, it can be hard to track your KPIs.

There isn’t a one-size-fits-all approach to lead generation. Every company starts from a different place — some with a great head start, a content program, social media outreach and an email nurturing program. Others haven’t had the opportunity to set it up yet and need to start closer to the beginning.

Our approach is to combine what we know about BOTH marketing and branding to begin implementing a process that will lead to more opportunities that can be built upon over time.

Having enough skilled employees can have a huge impact on capacity, workflows and timelines.

It’s the classic “chicken or the egg” problem — should you hire before generating more business or secure new business before finding a solution to service it? In either case, a strong brand story can help define your culture, attract employees who align and believe in your mission, and retain top performers.

We can help you dial in your messaging and brand story through design and digital tactics, giving you more control over your future.

KPIs are important to determine if you’re headed in the right direction, but knowing what to track and why you’re tracking it is equally important. Otherwise, you risk making decisions based on the wrong interpretation of this data.

Some of the common KPIs include the number of impressions, search rank, web traffic and leads — but what’s really important is what those KPIs mean for your business.

We’ll help you define which KPIs should be tracked, what timing looks like for success, and we’ll set realistic expectations for what’s on the horizon, based on how robust or simple your plan may be.

Ultimately, it’s the performance that matters, like an improved conversion rate, new business opportunities generated, and revenue growth.

Answering the question of what it costs to acquire a new customer is key to understanding how much you should invest in branding and marketing.

If you’re just starting out, it’s unlikely that you’ll have this data until you’ve had some time in market. If you’re a more established company, you’ll want to understand what numbers impact your Customer Acquisition Costs (CAC).

One of the ways to identify your CAC is to take your total campaign marketing spend as it relates to new acquisitions — wages associated with sales and marketing, software subscriptions, and other marketing and sales overhead costs — and DIVIDE by your total number of customers acquired.

At that point, you’ll have a baseline understanding of what it takes to acquire a new customer, which you can then compare to what their long-term customer value may be, or the net profit from a specific sale.

Depending on your industry, sales cycles can vary. Consumer products have much shorter cycles, while B2B and larger capital expenditures can stretch out for months… or even years.

However, companies that remain top-of-mind throughout the long sales journey are more likely to build interest with their prospects and be at the forefront of their consideration set when the time is right for them to buy or have a conversation with them.

Every business is different, but the process is similar across industry verticals. By utilizing our REV Process, we can help you get a clear picture of what's possible and develop a plan that delivers the right touchpoints to nurture potential buyers until they're ready to move forward.

Comparing your brand to your competitors’ brands is important because, odds are, your potential customers and prospects are doing just that.

Perhaps your competitors do a fantastic job of quickly communicating their key differences and their value proposition. Or, from a presentation standpoint, maybe they’ve spent significant time and resources on their brand’s graphic design, which has elevated their perception as a thought leader and potential partner.

Whatever it may be, together, we can assess how to level-up your brand to gain a competitive advantage that’s designed to bring more opportunities your way.