Guided Wave designs and manufactures complete analytical systems utilizing proven Near Infrared (NIR) and Ultraviolet / Visible (UV/Vis) spectroscopic techniques.
In the course of 6 months since starting our program with AZoNetwork, we have received high-quality domestic RFQs, one of which lead to the customer sending us samples. We are also averaging 15 clicks through from the articles to our website.
Product Manager, Guided Wave
The Long Sales Cycle
Being a small company with less than 30 employees, one of our biggest marketing challenges is just getting in front of people at the appropriate time in their buyer’s journey.
Our typical sales cycle is 2-3 years from the first contact. Usually, there are at least 5 people within that buying process: Typically, a technical engineer person will see some of our marketing content. They then contact us and we start a conversation around their challenges, goals, and expectations. If we can provide them a solution that will meet their requirements we provide them a budgetary quote and often test samples free of charge as part of a proof of concept study.
From there the technical person has to become our advocate and put together a project proposal to purchase our capital equipment. Typically it takes 1-2 years to move from a proposed solution to an approved project. Over the course of this interim period, we may be dealing with a purchaser to work on refining the proposal, but usually just the price. About 3 months after receiving a PO the customer receives their new equipment. Then we begin the installation, startup and support process.
Reaching The Top
AZoNetwork has taken our marketing content and repurposed it in a way that gets it to the top of the google search results. Often overtaking our competitors’ pages which bolsters our position. This is fantastic as it has lead to a steady stream of new leads which we couldn’t have realized without them.
Tracking Quality Sales Leads
In the course of 6 months since starting our program with AZoNetwork, we have received high-quality domestic RFQs, one of which lead to the customer sending us samples. We are also averaging 15 clicks through from the articles to our website. It is fascinating to watch how visitors come from AZoNetwork and then explore our website ultimately completing a web form for more information.
Where AZoNetwork really stand out is the full disclosure of information and analytics they provide. Other marketing platforms want to keep their users inside of their domain. These marketing firms will not provide a method of generating referral traffic or let you own the customer interaction. AZoNetwork is not preoccupied with keeping the user and encourages them to be directed to our website where they can contact us directly or explore our content.
We love working with the AZoNetwork team. They are a great sounding board for ideas and ways to better market our content.
Examples of Work
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AZoNetwork focus on optimizing their clients’ content, which has helped tremendously with SEO and referral traffic which leads to an increase in sales inquiries as well.