If you’re an industrial business owner or president, odds are you’ve made marketing investments in the past that didn’t quite pan out. Maybe you refreshed your website, ran some ads, tried SEO, or handed things off to a freelancer or agency – but somehow, it all felt disconnected, hard to measure, and… not built for your business.
Here’s the hard truth: marketing without strategy is just expensive guessing.
Before you spend another dollar, ask yourself these 10 questions. They’re designed to help you step back from the noise and focus on what actually drives growth – not vanity metrics, not the latest trend, but real, measurable results aligned with your business.
Aligning Marketing with Business Goals
What’s our #1 business goal over the next 12 months – and is our marketing aligned with it?
If your goal is more sales, fewer RFPs, or expansion into new markets, every marketing effort should reinforce that. But too often, companies launch tactics (like social media or a new website) without tying them to a clear goal. Strategy starts with alignment – otherwise, you’re just checking boxes.
Differentiation and Messaging
Do we have a clear and consistent way of explaining what makes us different – that our customers actually care about?
Saying you offer “great quality and service” won’t cut through. Your differentiator needs to speak directly to the problems your ideal customers are trying to solve. Strategy digs into what truly sets you apart – and builds messaging around that.
Are we attracting the right kind of leads – or just taking whatever comes in?
More leads isn’t always better. If your sales team is wasting time on low-fit inquiries, that’s a marketing problem. A strategic plan clarifies your ideal customer profile and aligns your efforts to attract the right leads.
Lead Generation and Tracking
Do we know where our best leads come from – and what it costs to get them?
Many business owners rely on gut instinct instead of data. If you can’t track where leads are coming from or which efforts are driving ROI, it’s impossible to scale. Strategy gives you that clarity.
Is our website helping us close deals – or quietly turning people away?
A modern, responsive website isn’t just a digital brochure. It should build trust, educate, and guide visitors toward action. If you haven’t evaluated your site through the lens of buyer behavior, you’re probably leaving money on the table.
Sales and Marketing Alignment
Are sales and marketing working together – or operating in silos?
Too many companies have marketing and sales teams that don’t talk to each other. Strategy aligns messaging, lead qualification, and follow-up processes so that marketing supports sales – not just makes noise.
Diversifying Lead Sources
Are we relying too heavily on trade shows, referrals, or word-of-mouth?
Those sources are valuable, but they’re not scalable or predictable. A strategic plan helps you develop inbound systems that bring in leads even when you’re not on the road or working the phone.
Referrals
Traditional but limited
Trade Shows
High cost, seasonal
Inbound Marketing
Scalable, always-on
Strategic Mix
Balanced approach
Tools, Systems, and Measurement
Do we have the right tools and systems in place – or just random subscriptions?
Marketing software doesn’t create results on its own. Strategy defines what you need to support your goals – and eliminates the rest. Fewer tools, better outcomes.
Are we measuring what actually matters – or chasing vanity metrics like likes and clicks?
Website traffic is great – but if it doesn’t lead to conversations and conversions, who cares? Strategy prioritizes the metrics that impact revenue: lead quality, sales pipeline, cost per lead, and conversion rates.
Creating a Documented Strategy
Do we have a documented marketing strategy – or are we just trying random tactics?
If your “plan” lives in someone’s head or a half-finished slide deck, it’s time for a reset. A documented strategy brings alignment, accountability, and measurable next steps.
Ready to See Where You Stand?
If you couldn’t confidently answer all 10 of these, you’re not alone – and it’s not your fault. Most industrial businesses have never been given a clear marketing roadmap. That’s exactly why we created Strategy First: a 6-week engagement designed to build you a smart, actionable, measurable plan that’s customized to your business.
Want a quick gut check? Take the free Strategy First Assessment to see where your company stands – and where to focus first.