Q Microwave: Building an End-to-End Marketing Engine for a Complex B2B Manufacturer

Introduction

Q Microwave, a seasoned manufacturer of microwave subsystems for military and aerospace applications, had not ventured into digital marketing despite their 25-year history. They partnered with Execo to launch their first digital marketing initiatives aimed at enhancing brand awareness and lead generation within their niche market.

Execo developed an omni-channel marketing strategy beginning with a robust brand awareness campaign and then scaling to lead generation. This involved a new website deployment, SEO optimization, and the implementation of HubSpot's CMS and CRM systems to streamline their sales funnel and track performance.

"Partnering with Execo has illuminated the powerful synergy between marketing and sales, enabling us to unlock new business avenues while bolstering our market presence. Their expertise in digital and inbound marketing, coupled with strategic content development, has helped drive new leads and inquiries while developing us into thought leaders in our industry."

— David Higginson, Director Of Business Development

Problem

Q Microwave, after 25 years in the industry, had built a solid business foundation primarily through product excellence and client referrals. However, as the landscape of their specialized market evolved, so too did the need for a more structured approach to marketing. Historically absent from any significant marketing efforts, the company faced the challenge of establishing a presence in the digital arena to enhance brand visibility and stimulate lead generation.

The leadership team recognized the necessity of integrating digital marketing into their strategy to maintain competitiveness and drive business growth. Finding a marketing partner who could not only understand the intricacies of their niche market but also deliver both strategic and operational marketing excellence proved essential. They needed a firm that could act almost as an extension of their own team, providing expert execution that aligned with their complex, high-stakes industry.

Solution

Addressing Q Microwave's need to carve out a significant digital presence, Execo initiated a multi-phased marketing strategy, focusing initially on enhancing brand awareness followed by a robust lead generation plan. The partnership kicked off with a thorough SEO analysis and content strategy designed to highlight Q Microwave’s expertise and leadership in the microwave subsystems industry.

A new, streamlined website was quickly developed using HubSpot CMS to ensure an improved user experience and better lead capture capabilities. Execo also implemented the full suite of HubSpot's marketing, sales, and CRM tools to centralize Q Microwave's customer interactions and enhance their sales pipeline management.

This integrated approach provided detailed tracking and management of new inbound inquiries, enabling precise measurement of the campaign’s impact. In addition to digital tactics, Execo supported Q Microwave at various trade shows, designing booths and creating targeted marketing programs to enhance face-to-face interactions and directly engage potential customers.

This comprehensive solution not only positioned Q Microwave to reach their immediate goals but also set the stage for sustained market presence and ongoing lead generation efforts.