Boosting Their Brand in a New Market
Customer Summary:
Company: BCT, Inc.
Website: https://www.bctinc.com/
Location: Chandler, AZ
Industry: Manufacturing, Distribution
Solutions: Acumatica, Macola
Company Summary
Business Computer Technologies Inc., is a solutions company assisting our clients in using technology to streamline and enhance their business processes. They do this through the use of ERP systems, offering implementation, training and support. Having been in the industry since 1984, they understand the vast range of technology available and what works best for their clients. BCT has Sales personal and Support Team members set up in different locations across the country to be available whenever needed.
“Through our experience and dedication, we have provided support to a wide range of markets, giving them better business processes by creating a more efficient work flow and making it more cost effective.” -BCT Website
The Challenge
BCT struggled to establish a clear and effective sales and marketing approach for one of their new solution offerings. They had previously relied primarily on referrals and organic leads, leading to inconsistent results and a lack of a predictable pipeline for new business. As they entered into a new market, BCT lacked brand recognition and struggled to reach potential customers. They needed a structured and data-driven strategy that encompassed a multifaceted approach to lead generation, content marketing, social selling, and sales process optimization. This lack of a cohesive go-to-market plan hindered their ability to scale their operations and achieve their desired growth targets.
The Solution
Product Marketing Leader partnered with BCT, providing a holistic go-to-market strategy and guidance, implemented by John Hicks, a seasoned sales and marketing consultant.
Key elements of the solution included:
LinkedIn Enhancement & Automation: Optimizing BCT's company page, creating targeted lead lists, and using LinkedIn automation tools to connect with prospects, share content, and nurture relationships.
Content Strategy & Production: Developing a content library with high-quality, customer-centric materials, including blog posts, product sheets, videos, and case studies.
Sales Process Optimization: Defining a clear sales process with specific stages, engagement questions, and value-driven messaging to guide BCT's sales team in effectively converting leads.
Email Marketing & Audience Generation: Leveraging email marketing platforms to nurture leads, deliver targeted content, and drive website traffic.
Social Listening & Engagement: Actively engaging with prospects and industry influencers on LinkedIn, monitoring relevant conversations, and building thought leadership.
While the implementation of the go-to-market strategy is ongoing,
BCT has already experienced significant progress:
The Results
Increased Brand Awareness and Visibility:
BCT's LinkedIn presence has become more professional and engaging, attracting a wider audience of potential customers.
Improved Lead Generation & Qualification:
The structured approach to lead generation and qualification has provided BCT with a clearer understanding of their target market and a more effective way to identify and nurture promising prospects.
Enhanced Sales Process & Messaging:
The refined sales process, supported by impactful value statements and engagement questions, has empowered BCT's sales team to confidently guide prospects through the sales funnel.
Joseph Brown
VP of Sales at BCT, Inc.
“We were going to die a slow death… if we continued on the path that we were going, I mean it’s just a fact…I'm very comfortable with the way [GTMaaS] going. I can't see it not [being] successful.”