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You solved that once and filed it as an order
The hardest job your engineering team did last year is probably a repeatable application with twenty comparable plants in the country. Most manufacturers treat it as a one-off and never look again.
Find your repeatable application See how one becomes many
- Typical duration
- 6 to 10 weeks
- Input
- Your last two years of difficult jobs
- Output
- Story, industry page, target list, outreach
- Best for
- Equipment, components, process plant
Industrial equipment manufacturer · segment entry
From one successful project to an entire market segment
The company had solved a difficult customer problem in food processing. Internally it was treated as a one-off order that had gone well.
It was a repeatable application. The same process problem existed at comparable plants across the country, and nobody at those plants knew this company had solved it, because nothing about it had ever been published.
After removing confidential detail, we turned the work into an application story, a technical presentation, an industry landing page and an outreach campaign targeting similar plants.
One engineering solution became the basis for entering a new market, using capability the company already had and had already paid to develop.
This is the cheapest growth available to most manufacturers, and it is sitting in project files that nobody has read since delivery.
One project becomes a segment
The work is already done and paid for. What is missing is the translation from a delivered job into a proposition, and the list of who else has the same problem.
The confidentiality question is usually smaller than people fear. Describe the process problem and the approach precisely, remove what identifies the customer, and the story remains entirely persuasive to a plant with the same issue.
The target list is the other half. For most industrial applications the universe is countable, which means outreach can be named rather than broadcast.
How the segment gets opened
A job review
Two years of difficult or unusual orders, read properly. Three or four will turn out to be repeatable applications rather than one-offs.
Customer clearance
Approval for an anonymised story, requested properly. Customers agree considerably more often than sales teams expect.
The application story
The process problem, the constraint, the approach, the result. Written for an engineer at a comparable plant.
An industry page
Built around that application and the search terms plants in the sector actually use.
A named target list
Which plants run the same process, tiered by size and accessibility, with the specifying function identified.
An outreach sequence
Technical rather than commercial, opening with the problem rather than the company. Runs over months because the buying trigger is a plant issue you cannot schedule.
Before you ask
Our customer will not let us name them.
They usually will not, and it does not matter. Anonymised application stories work because the reader is matching on the problem, not on the logo. Several of the most effective assets I have built name nobody.
How do we find comparable plants?
Industry associations, equipment supplier networks, regulatory registers and trade directories. For most process applications the universe is a few dozen to a few hundred companies, which makes named outreach practical.
Is this the same as vertical marketing?
It is the practical version of it. Rather than deciding to target an industry and building material for it speculatively, you start from something you have already proved you can do, which makes the proposition credible from day one.
What was the hardest job you did last year?
Tell me about it in three sentences. If twenty other plants have the same problem, there is a segment sitting in your project files and it costs very little to open.
Find your repeatable application See case studies
Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021
office@quiamo.com · +91 90216 02686