Effective Inbound Marketing for Manufacturers

In this MFG eCommerce Success episode we talk with Nicole Donnelly, Founder and President, Donnelly Marketing Group LLC, about how effective inbound marketing can help manufacturing businesses grow their customer base.

Can effective inbound marketing help your manufacturing business?

In this MFG eCommerce Success episode we talk with Nicole Donnelly, Founder and President, Donnelly Marketing Group LLC, about how effective inbound marketing can help manufacturing businesses grow their customer base.

Nicole shares a 5-step inbound marketing plan you can use for your business. Join us to learn how effective inbound marketing can help your manufacturing business!

Download our free business valuation guide here to understand more about business valuations and view our business valuation FAQs to answer the most common valuation questions.

Nicole, a fourth-generation entrepreneur, holds her father in high esteem and regards her childhood hero. She considers herself lucky to have been born to a family of entrepreneurs and businesspersons. Around World War II, her maternal grandfather rationed oil. He was only twenty-five years old then. He transported oil to high-demand areas and earned his living. With his savings, he bought a motel near Disneyland. She remembers her childhood stories of her mother, swimming in a giant motel pool, and so forth.

In her early teens, Nicole worked as a front desk clerk at the same motel. She still cherishes those moments because she got to meet and know people.

Nicole says that she learned from his father how important it is to replicate oneself. It worked as a catalyst not only for him but also for many would-be leaders of his business. Together with hiring, the job of a leader is to polish the staff to be productive. Curt puts it right and goes that effective leadership is to train and produce developing leaders. To this, Damon adds that is how one can double the output.

Do you want to know if your business is ready for your exit or what you should do to prepare? Learn this and more with our business exit assessment here.

Nicole’s choice of industrial manufacturer marketing is rational. She has been very successful. Initially, she started seeing how much help manufacturers needed to promote their business. So, she chose to help them and made her way to success. She built their marketing department from scratch.

There is so much opportunity in this field because of an inbound methodology, implementation of a CRM, and marketing automation. Additionally, having a solid marketing strategy in place can work wonders. She says manufacturers are the unsung heroes of our economy. She explains the difference between inbound and outbound marketing. To her, inbound one is like giving our target audience really great content information that’s going to help them and that’s going to attract them to us, rather than going out and casting this big huge net out in the ocean and hoping that we don’t catch some rubber tires. It is meant to find the manufacturers the right audience. She shares her experience in the business-to-business space. They had no CRM. She had to start from scratch, including updating the old website, and stock photography. In a nutshell, things were confusing. At this point, she devised her five-step inbound marketing plan which is as follows:

Firstly, she suggests that a website is created strategically. Secondly, there should be market research to find out what customers want. Thirdly, she advises conducting surveys. Fourthly, Nicole asks to consistently write blogs. Fifthly, she advocates that the inbound marketing strategy that can work well is pay-per-click. The customer wants an all-around price. Hence, helping them through advertisements is a way to price out their system.

Get the most value for your business by understanding the process and preparing for the sale with information here on our Selling a Business page.

She still remembers that she would send them a sample drawing, so they could exactly see what the system would look like. That was their offer to them. They offered them something really valuable. Because of that, the results just skyrocketed.

According to her, it proves to be a powerful and successful way to carry out an inbound marketing strategy to help attract the right customers.

Nicole explains the configurator that is very important. It is to find out initially just selling on base price to run the business. Once it’s sold, the product will do its marketing itself. She also talks about email marketing. It can segment customer databases, based on their purchasing history, job title, buying behavior, etc. Moreover, email marketing is an effective way for us to stay relevant and engaged with our customers through their entire lifecycle. To enhance sales volume and marketing business, emotional intelligence and empathy and do the needful. Ask questions from a customer, instead of making assumptions about what the customer wants.

The discussion ends on a positive note, with Curt and Damon thanking Nicole.

Get the most value for your business by understanding the process and preparing for the sale with information here on our Selling a Business page.

MFG eCommerce Success

Learn from the experiences, methods, and tips of other business owners from all niches within eCommerce. Get to know their success stories and get ready to achieve yours.

All The Faces of Business episodes are


Check out this episode on LinkedIn
The Faces of Business on Twitter:
Listen to this episode of The Faces of Business on these podcast channels


Exit Your Way® provides a structured process and skilled resources to grow business value and allow business owners to leave with 2X+ more money when they are ready.

You can find more information about the Exit Your Way® process and our team on our website.

You can contact us by phone:  822-BIZ-EXIT (249-3948)   Or by Email:  info@exityourway.us

Find us on LinkedIn:  Damon PistulkaAndrew Cross

Find our Companies on LinkedIn: Exit Your Way®,  Cross Northwest Mergers & Acquisitions, Bowman digital Media 

Follow Us on Twitter: @dpistulka  @exityourway

Visit our YouTube Channel: Exit Your Way®

Service Professionals Network:  Damon PistulkaAndrew Cross

Facebook:  Exit Your Way® Cross Northwest Mergers & Acquisitions

Other websites to check out:  Cross Northwest Mergers & AcquisitionsDamon PistulkaIra BowmanService Professionals Network (SPN)Fangled TechnologiesB2B TailDenver Consulting FirmWarren ResearchStellar Insight, Now CFO, Excel Management Systems  & Project Help You Grow



customers, nicole, damon, grandfather, great, people, daymond, motel, business, hear, absolutely, manufacturing, big, talk, wonderful, inbound marketing, marketing, disneyland, crabbing, company


Damon Pistulka, Curt Anderson, Nicole Donnelly


Damon Pistulka  00:09

Welcome, everyone. It’s Friday and it’s the manufacturing ecommerce success series. I am one of your hosts Damon Pistulka. And with me, this good looking guy right over here, Kurt Anderson. We’re going to be guiding you through a wonderful topic about effective inbound marketing for manufacturers today. So Kurt, take it over my friend,


Curt Anderson  00:32

Damon, my brother from another mother. How about one more time dude, one more time. Little bromance going on here. The two old guys so Hey, Happy Friday, everybody, man. We’re sorry, June 10. What the heck is going on? I know. So hey, big shout out to Damon Pistulka over here just doing an amazing job as your way look at that handsome devil. So just crushing it weekend, week out faces a business manufacturing Monday motivation, manufacturing ecommerce success. Dude, you’re everywhere all over the place. God bless you, man. So alright, let’s Daymond let’s talk about this person over here.


Damon Pistulka  01:06

Get it? Right. This is always bad.


Curt Anderson  01:10

It’s a little backwards. So you got to go over here. Over here. You’re going over here. So yeah, let’s talk about our wonderful, amazing, incredible phenomenal guests that we have today. Damon, are you sitting down for this one? I am. Nicole Donnelly in the house today, man dude, we have the cold Donnelly. Nicole, happy Friday. How are you?


Nicole Donnelly  01:31

Happy Friday. I am so excited to be here with you guys. We’re gonna have a great time. This is awesome. Hi everyone.


Curt Anderson  01:40

We’ve got Dan bigger and a house here we’ve got John our dear friend John buck, lino. Hey, Jenna, hope your son’s doing better. Get my scene right here. We have Matthew Gary. What’s his bromance and Dan bigger? All right, the quiz. Statler and who’s the other one? Waldorf. Thank you for staying right here. Over here, walled off over there. So let’s dig into our program. So Nicole Donnelly, guys, first off, please connect with Nicole on LinkedIn. You thank us thank Daymond I later, just for this amazing connection here on LinkedIn.

Nicole, you have a fascinating background, wonderful upbringing. We’ve become friends with the past few months, and you’ve shared some incredible stories of me. But before we go there into this wonderful childhood that you live that all of us are jealous of. Big question for you today is when you were a little girl growing up in Southern California? Who was your hero? Who was your hero grown up as a little girl might know the answer, but I’m dying to hear what you have to say.


Nicole Donnelly  02:48

I was a little girl. My hero was my dad. That’s what I


Curt Anderson  02:51

thought man trap my job. My job. So let’s take a deep dive, I want to hear about dead. You are a fourth generation entrepreneur. Let’s hear about that.


Nicole Donnelly  03:02

Yes, amazing. So I was lucky enough to have an amazing dad who was an entrepreneur and grandfather on my mom’s side and my great grandfather, and they all built three separate businesses. So this wasn’t like a family, you know, thing where it was passed down. They all on their own completely built their own businesses. So it was really cool. My great grandfather, actually, when he was 25 years old, right before World War Two broke out. Maybe a couple years. He cashed out a life insurance policy 25 years old and started an oil company go figure.

And the timing was like perfect, because at that time, there was a lot of oil rationing going on. Right? You know, right when the war started. So he totally was scrapping took advantage of it. And he just started selling oil and transporting it to those areas where it was like really in demand. So he was just like, super entrepreneurial. Just amazing, amazing, amazing. And then my grandfather, he was pretty visionary.

He ended up buying a motel across the street from Disneyland literally, like the year must have been like the year after Disneyland open like back in 95. So he was just like, he knew he saw good thing. He was like, Man, this he knew it was gonna be just skyrocket. It totally did. So I Yeah, my mom tells me stories because when they first started working, or when he first bought that motel, you know, they didn’t have much at all. So they actually lived in the back room of the hotel. It was it was crazy. So and my grandmother worked the front desk.

So she was like the front desk clerk and I have these like awesome videos and pictures of my mom like swimming in the motel pool and she just like talks about how she has such great memories like just live in at the motel with her brothers out in the back swimming in the pool. So it was really cool. And then when I was older my first job actually in high school was actually working at the front desk for the motel and it was amazing. I loved it. It was super cool because you know people, people come to Disneyland they been like planning for this for years, right? This is like their big trip that they’re looking forward to.

So the deal, it was just so fun to see like the excitement on their faces when they come and check in, you know, for the first time and the motel was literally right across, like he could walk to the gate within it was half a block from the gate. And so I just love being part of that magic. I think that was, like maybe my first exposure, it was my first experience, like really being part of like, creating an experience that really delights customers, right, and trying to make them happy. And you know, and I just loved that it was just super exciting, super fun.


Damon Pistulka  05:35

No doubt. And you know, we’ve stayed at those hotels that are right there at that, and it is an experience to be able to just walk back and forth to the park like that. So I do have one question. I mean, were you like Disneyland every day whenever you felt like it kind of thing. So you know, the back the ins and outs and everything of it.


Nicole Donnelly  05:55

You know, that’s funny. I did go to Disneyland, but I wasn’t like a I didn’t have a pass. I didn’t go all the time. Okay. Isn’t that interesting? So I would go I probably go maybe once or twice a year. Yeah. But I wasn’t one of those people that was going you know, dressing. Yeah. So it’s kind of like one of those things where you live in it. You don’t really experience it as much as like, Hey, I live in DC I don’t go downtown, you know, a ton maybe when family comes to visit, same kind of thing.


Curt Anderson  06:22

Right? Well, this is awesome, man. Just digest that for a second demon but just that you’re a little kid and you’re growing up across the street. I know Disneyland you know, I mean how many in like you said no, call me think about how many people you know, back in the day, you know, or anytime you know, saved literally, you know that was a trip of a lifetime. Or how many folks that walked into your grandfather’s establishment. So combination things that touch on look at the foresight, what an innovator what how scrappy for your grandfather, to build that, you know, have the motel right across the street from Disneyland, God bless him right now.

It was absolutely phenomenal. And then you know, for you to be a part of that upbringing in like, I love what you said, you know, the delight of people, you people are coming in just a static, have this opportunity. Think of how many businesses where you’re dealing with people that are frustrated and challenge and I’m sure in the motel business, there’s plenty of that. But you know, just a few people walking through the door for the first time. Let’s hear about Dad and dad’s business. I’m going to let’s take a dive there. Yeah. As a little girl growing up.


Nicole Donnelly  07:21

Yes. So he actually funny story. He’s he ended up he didn’t graduate from college. He left college early to start working as a property manager for my grandpa, actually the same grandpa that had the motel. So he worked as a property manager for him. And he, he was trying to make improvements at the property and it didn’t go well. So he ended up getting fired by my grandfather, believe it Oh, isn’t that crazy? He got fired by my grandpa. It’s funny. How


Curt Anderson  07:55

our holidays that make holidays.


Nicole Donnelly  07:59

They, you know, they ended up you know, it all worked out, you know, yeah. And then hope for the best because then he went off. And he ended up working for another gentleman in air pollution control and then started his own air pollution control company as a solopreneur. And his business just skyrocketed.

So yeah, it was great. It was fun to grow up watching him because when he first started, it was just him really just small. And then, you know, after I went away to college, it just it was cool to come back and just see how many people were working with the company and how much he just really just was so generous with them, really, and how much it was just really cool to see that whole process happen.


Curt Anderson  08:38

Now you’ve got a really fascinating post on that just this week, if I’m not mistaken about how dead scaled the business by hiring. Can you hit on that post to talk to him? Yeah, absolutely.


Nicole Donnelly  08:48

So I’ll never forget like it, man. It must have been like, five, five years ago or so. We were just had a conversation. My dad loved to have these big, long conversations. He was a talker, sometimes he wouldn’t stop talking. And I’ll never forget, one day he was talking to me. He said, Nicole, the best thing I ever did for my business was I learned to replicate myself. And looking back on it when I look back on it that truly was like, such a catalyst for him in his business. The minute he learned to do that, and not just replicate themselves, but actually like, replicate himself and teach those people how to become leaders, right?

It’s not just hiring someone, you actually have to take the time to develop them and make sure that you have all the processes in place to make it work. Right. So he figured that out. And the minute he figured it out, it just changed his business completely, completely took a whole different trajectory. So pretty cool.


Curt Anderson  09:40

Boy, true leadership is training and building developing leaders. Damon, I know you see that consistently in your business, you know, the folks that are unable to do that. Not so you know, it doesn’t go so well. And the folks that really master that right?


Damon Pistulka  09:54

Well, yeah, when you’re when you can, like you’re talking about your dad, you can only do so much work. But if you can teach somebody else to do the same work now you just doubled your output or got close to the dead third, fourth, and then you start to go, Okay, how do we break the work down into different pieces? That mean that’s the way you scale an organization? And honestly, that’s where a lot of people get stuck. is they’re the owners and the founders are the, the limiting factor?


Curt Anderson  10:22

Right? Absolutely. So hey, we’ve got Dan is Dan from Alaska is in the house. We’ve got Vail. And guys, thank you. Let us know where you’re coming from. If you have any questions for Nicole, please drop them in the chat box. And let us know that you’re here. So Nicole, what’s dad’s name?


Nicole Donnelly  10:36

His name is Jim,


Curt Anderson  10:38

Jim. And what boy, what a great. What a great leader. What a great role model what a great father and Damon we say this every week as girl dads, we just absolutely love hearing the story in what you know, credit to Jim, you know, he built a wonderful, incredible, fine young lady like yourself. So let’s find into let’s get into your career. So you decide you chose a path into industrial manufacturing, marketing. Okay, so you, you bless the manufacturing industry, with your skills, your talents, let’s talk about why manufacturing, why did you go this route of industrial, heavy and b2b What attracted you to manufacturing?


Nicole Donnelly  11:14

What I love about manufacturing is that there’s so many manufacturers that need help with marketing. So it was really exciting to actually go into a manufacturing company with a had no marketing whatsoever, okay, and literally build their marketing department from scratch. And that has been absolutely thrilling for me, I love being part of that process. I love seeing the transformation that happens when you can come in and actually change an organization and see it grow and scale and, and see that transformation.

So that’s what I really love about manufacturing, there’s just so much opportunity. And there’s just so much potential, frankly, when you actually can go in and put in place an inbound methodology and implement a CRM and marketing automation and have a really solid marketing strategy in place. So it’s awesome. And plus, you know, manufacturing is like they’re the unsung heroes of our economy, right? They make our run and I just think it’s so cool to be a part of that. I love it.


Curt Anderson  12:07

Hey, well, you know what, it’s where all the cool kids hang out is in manufacturing is and so you’re one of the cool kids. Now you just dropped a little bomb there. You talked about Inbound Marketing. Okay, so now, several years ago, this whole inbound outbound this thing was, you know, I didn’t know that there was a difference. I just thought like, hey, we just mark it right? We need a megaphone to let the world know that we exist. We need to stop being the best kept secret. Can you take let’s touch a little bit on what is inbound marketing for just anybody out there that doesn’t really know the difference between that and outbound.


Nicole Donnelly  12:38

Yeah, absolutely. So inbound marketing as lot like okay, I don’t know if you guys have any of you guys have ever been crabbing before. But it’s super fun. I took my family down to South Carolina a couple years ago. And we went crabbing, right. And so what you do is you literally take a chicken leg, you tie a string to it, and you throw it into the water and you wait for the crabs to come to you. So you have your bait, the chicken legs, your bait.

And that’s what inbound marketing is all about. It’s all about giving your target audience really great content information that’s going to help them that’s going to attract them to you, rather than going out and casting this big huge net out in the ocean and hoping that you don’t catch some rubber tires, right? So it’s just a really scrappy, effective way to just get the right people attract the right customers to you and delight them. It’s all about helping them right. So that’s what I love about Inbound Marketing. It’s just super all about delighting engaging, attracting the right customers and helping them along their journey. Right. So


Curt Anderson  13:37

Nicole, you know what, by any chance? I wonder like, Are there any pitchers out there in the world wide web of you and your family fishing, crabbing or anything like that? I don’t know. Daymond is can you pull up? Is there another screen there that you could pull? Yeah,


Damon Pistulka  13:50

I think he needs to get a different one coming. But oh, there we go. Hey, oh, my gosh. That’s


Curt Anderson  13:57

Nicole, but by chance and like, what’s it like when you talk about outbound like, is this something that you’re talking about?


Nicole Donnelly  14:04

That’s right, yeah, you’re going out. You’re casting a big net and you don’t know if you’re catching the right fish. Maybe you’re catching some rubber tires in there that aren’t really a good fit. It’s expensive.


Curt Anderson  14:16

What’s going on? Like who are these lovely ladies here? What’s going on in this picture?


Nicole Donnelly  14:21

That’s me and my oldest daughter and that was our first attempt at crabbing. And we had some awesome time so you can see the line there of the string with the little chicken leg we’re waiting for a crab to catch and we did we got some good ones we got some big ones It was super fun kids loved it. And then we had this amazing Low Country boil that was absolutely delicious.


Curt Anderson  14:45

Alright, so let me just recap let me get this straight down and just find correct me if I’m wrong because you know you know I’m an older dude so me make sure I got this straight. So outbound what you’re saying is like you’re casting a wide net, so maybe like a billboard or radio ad. You’re just kind of hoping that to captivate somebody with inbound, what you’re saying it’s much more targeted more specific, like this wonderful crabbing adventure. And so the successes now is this your family here by any chance?


Damon Pistulka  15:12

Man looking? Nice.


Curt Anderson  15:15

Jai sister brother. Look at this. Damon Are you hungry or what?


Damon Pistulka  15:20

No doubt I need to go down to the there’s a place here in Seattle. It serves it just like that. I gotta go.


Nicole Donnelly  15:25

Oh, it’s amazing. And my daughter right there in the front, that one that’s smiling bigger than everyone. I think she had like 10 Crabs. She was like in heaven. Everyone else was terrified. She went off she went right for it’s great.


Curt Anderson  15:36

So Nicole, so we’re talking a little bit about inbound. So Damon, I didn’t even know we weren’t even going to go here. Turn this into like a little webinar, if you will. But we call and I had the honor privilege pleasure of being at Temple University this week. And so we did a little workshop together. So Nicole, if you didn’t mind, I thought I just fire this up, since you’re talking about grabbing.

So let’s talk about you have a little case study, since we’re here, if you don’t mind, I think we’re good. He’s gonna get a lot of value on this. Just let’s just we’ll keep it super brief. Just talk a little bit about your experience with this company. So this is an industrial b2b company, and really had no marketing what went on here?


Nicole Donnelly  16:13

Yeah, so basically went in, they had no CRM, nothing, we literally were starting from scratch, this was their old website, stock photography, there wasn’t really a very clear call to action, we didn’t know who their target customer was, it was just, you know, kind of a mess, to be honest. And so what we did is we came in, and we built out a completely new website, for them, we did, what we did is we first started to understand their customer, you got to know your customer really well.

So we did some market research, we talked to customers, we sent out surveys to truly, truly, truly try to understand as much as we could about them. And then we created this website all around what their problem was what they needed. So our copy was all focused on addressing their biggest problem, which is they don’t want to deal with their dust collection systems. And then we had some, we implemented live chat, we started blogging, we have some very clear calls to action here so that they know exactly, very easily how we can help them.


Curt Anderson  17:07

Man, I love this. Let’s just kind of recap, guys. So again, if you’re looking, you know, I’m Damon, I know both you and I were always scrutinizing looking at our websites, like how can we be better, right? Everybody comes to our little fiber Friday programs super competitive, how can we be the best at what we do? How can we deliver the most value? So you look at here, so you know, you know, they had these categories here, but it’s like, learn more, learn more kind of underwhelming, no disrespect to, you know, the previous website here.

But look what Nicole did, you know, arrow, Get Help Request info shop now. So very clear and concise. Now, Nicole? I think I heard you say the word blogging. Did I hear that correctly? You did? Yes. Oh, my goodness gracious. Now, this is a big industrial company sound like quarter million dollar equipment? I Daymond. We hear all the time manufacturers like, hey, we don’t have anything to blog about does blogging really work? Well, I don’t know. Nicole doesn’t walk and work.


Nicole Donnelly  18:01

That works if you do it right. And yeah, it works if you’re targeting the right customers, and it can definitely be successful. So for sure. So this is what we started blogging, once we had identified who their target customer was. And we understood, all of what we did is we talked to the sales team and took the data that we had gathered, and the keyword research that we had done. And we put together a list of topics based on what are the top questions that they had that we can answer and help them with.

And we created a content calendar for the year and we decided to blog twice a month, consistently. And so this is what happened to our traffic over several years once we started blogging consistently twice a month. So absolutely blogging can work. The key is that you have to be consistent about it and very, very intentional. And make sure that you’re really speaking to the specific pain points and challenges that your customers are having. And then when you’re patient and consistent, you’ll start to see those results. So yeah, this can be a very, very powerful and successful way inbound marketing strategy to help attract the right customers. Yeah,


Curt Anderson  19:06

gosh, for a manufacturer out there that’s doing no content marketing, or maybe they’re a little resistant are skeptical or like hey, does this really work? Now? I heard you say twice a month. I’m looking on the screen it says two times a month. I mean, that doesn’t sound like a super heavy painful lift. But look at these results. Yeah, right. My goodness gracious going from, you know, 2600 to nearly 9000 visitors now. Okay, that’s great that we get these impressions and we start driving traffic. Nicola, does this convert into dollars?


Nicole Donnelly  19:41

Yes, absolutely. So yeah, so another inbound strategy that can work really well is pay per click. And so in this case, what we did is we again went back to the big challenges that this customer was having and one of the biggest questions that they had was all-around price. They wanted to know how much a just collect And system cost, for example, that was one of their biggest questions. And so what we did is we said, we’re gonna make it easy for them, let’s offer them through these ads a way for them to price out their system.

And we’ll send them a sample drawing, so they could see exactly what the system would look like. So that was our offer to them. So we offered them something that was really valuable. And because of that we just saw like, man, our results just skyrocketed. And it’s all because we were we had listened to what our customers needed and wanted. And we created that experience for them early on in the buying process.


Damon Pistulka  20:32

Well, Kurt, you’ve talked about something called a configurator before


Curt Anderson  20:37

me maybe even just once or twice. And so you know what, and we’re, you know, we’re gonna start having some guests on the program around configurators. Just to give you a little heads up, and I think we’re actually going to start doing webinars on configurators. So yeah, I love the


Damon Pistulka  20:53

configurator. This is one of the keys I think, and this is great that they did it their US air filtration. If you can give people even if it’s just a base price, I think it’s you so much farther along. And because at the initial process, if you can say, hey, it’s gonna be 20,000 or $100,000, or whatever, then people are because you think about the buying process in this kind of, I bought this kind of equipment before I hadn’t. I don’t know how many factories that I ran. And you just in the beginning, you want to know why but how much does it cost?

And then you go, yeah, we got to build it out. Yeah, we got all this other stuff, we’re gonna have to add to it. But if I know if it’s 50,000 or $100,000, at the beginning, that might be all I need at that point. But what did you do? I got your name, the company’s name, I’ve got the drawing. I’m, I’m ready to go with what I need to do. And when it comes time to buy and I’m the engineer specifying, I’m gonna say buy from that company, because that’s where I got that.


Curt Anderson  21:55

I absolutely love this. And you look at the coal mine, you know, did I mention I’m not a young guy anymore? That number eyes aren’t so good. My breeding


Nicole Donnelly  22:04

records now. excels and yeah, yeah.


Curt Anderson  22:07

6,000% now, okay, so six out. So we’re looking at this graph here. This looks really impressive. Good for you, Nicole. Right? You look at the 6,000%. But now did this convert into dollars?


Nicole Donnelly  22:20

It did, correct? Yes, it did. Yeah. So what we did is we had all these people that had come in through Google ads, they had opted in, they raised their hand and said, Man, I want to get more information from you guys. This is great. I love the content you’re sending. They’ve raised their hand, they’ve taken the bait. And so we got them, we got started sending them emails. And so here, what I want to talk about here is that with inbound marketing, you’re not just focusing in on the early lead gen part of the customer journey, it’s really all about nurturing and engaging that lead prospect and customer through their entire journey with you even after they become a customer and after.

So what’s great about email marketing is that you can segment out your customer database based on you know, what they purchased their job title, you know, buying behavior, like for example, one of the really great workflows that we like to implement when we’re onboarding a new customer that’s a really low hanging fruit is to do a re-engagement campaign, where you’re reaching out to those customers that haven’t purchased from you in a while and just saying, Hey, what’s going on, we wanted to reconnect with you, it’s a great way for you to purge your contact database, right and get rid of those customers contacts that aren’t a good fit anymore.

And a great way for you to re engage with customers. So you know, with email marketing is just a really great way for you to just stay in front of and stay engaged with your customers through their entire lifecycle with you. And it really does, you know, really helped tremendously in terms of increasing your profitability and delighting your customers.


Curt Anderson  23:53

And look at this number 413,000. And again, that’s profit that’s bottom line for a company that had no marketing strategy or initiative whatsoever. So Nicole, look, we’ll close out on this. What is k y s? Do you know what Damon Do you remember this one key to marketing success? is k y s anybody out there? If you guys want to jump into chat box, does anybody know what KY S stands for? Nope. No, your soulmate, no, your soulmate, inside and out, you’re going to know that ideal customer. So I’m going to come back I’ll stop sharing. I’ll come back to you guys.

So Nicole, let’s just do a recap here. So know your customer, we always you know, in our little stick in our webinars we call those ideal customers are soulmates. So what you guys did is when you took a deep dive in intimately understood there, you know, we always heard that cliche. It what’s the pain point? What’s the pain point? What you did is you understood their challenges. Yeah. When you look to talk about our two words with marketing here at Man Daymond John bugling Are you ready for what do you favorite to


Nicole Donnelly  24:59

say? Over two words, the foundation of all great sales, marketing business, being a great human is just to be curious and to have empathy. So all great marketing starts with that. So yeah, you just want to really try to understand your customers and ask questions and talk to them. You know, a lot of times I think business owners make a lot of assumptions about their customers, and they think they know.

And then when you actually take the time to ask them, it’s surprising what you find out. So yeah, so being curious and then just having empathy, the more that you have empathy for their challenges, the easier it’s going to be for you as a business to create the solutions than new new new to the problems are happening. So.


Curt Anderson  25:49

I didn’t have to say, Damon, I didn’t have to say it. Thanks for our dear friend, John Glenn. Oh, hey, can we back up a minute? Hey, I thought you know what, man, it was like, I think was our anniversary when we went to lunch, dude, I miss you. You gotta come back up to New York. Hey, go back for a minute. We need to do a shout out to John son. Did you see that post? So Joe? Yeah, injury. And so hey, we want he’s back pitch it firing off those fast balls. We have a game. Actually not he was up at 630 this morning, having a catch dad life. So hey, God bless you, John, you


Damon Pistulka  26:20

are as far as well, you know,


Curt Anderson  26:23

it’s right. So I know what Dan has been having. We love that you post about your children on. Thank you for sharing your families with us. Man. It means so much to us. So I know Colette’s I know you’re a busy woman we need to have up here soon. So you and you’ve covered a ton. So I’m inbound marketing, know that ideal client understand in that, in curiosity, understand their journey, and you’re gonna see powerful results that you just shine a light on here.

For you. We got to see Josh Charlotte. So we got to see the whole family, crabbing, and enjoying dinner. And now you also shared with us, your dad, your grandfather and your great grandfather, wonderful entrepreneurs. So as we close out, here’s my last question for you today. Are you ready? I sitting down.


Nicole Donnelly  27:10

Ready? Bring it on? I’m ready for it.


Curt Anderson  27:13

We talked about Dad, Jim being your inspiration as a child growing up, right, your hero today? Who’s your inspiration today? You are such a wonderful success. You’ve been such a blessing to me. I know John, Dan Damon, of us have built a wonderful relationship with you. Who is your inspiration today?


Nicole Donnelly  27:38

My husband, Josh,


Curt Anderson  27:40

let’s hear about Josh.


Nicole Donnelly  27:42

He’s awesome. Man, he is just super dad. He is super great listener. He challenges me to think differently about things and problems. And he’s just so generous and always giving. So he shows me what it is to be service oriented. I just love him. So yeah, I would say definitely.


Curt Anderson  28:04

Hey, John, hey, you know what, and we give kudos to Josh having great taste and just a wonderful, dynamic human being. Nicole, you have become such a blessing to me. We’re I’ve had the honor of working with you on multiple different client projects together. So I want to thank you, I appreciate you. I applaud you, I implore you, I just You’re wonderful. So thank you for sharing your brilliance, your wisdom, your expertise with us today.

So I guys we’re gonna wind down Nicole as a busy gal, she’s got to things she’s got other. She’s super woman. Nancy has got other people to tack on other things to do. So. Nicole, thank you. Appreciate you taking time. Guys. We want to share Daymond we have a huge week next week. Yes, we do. We have a monster week next week. Do you want to share what’s happening next Thursday at noon?


Damon Pistulka  29:00

Well, Kurt, I will let you do it. But I’m a little bit surprised. But we are if I’m not mistaken. And we’re going to be talking with the founder of Reebok next week of Reebok, Reebok. Reebok, the shoe company. Yeah.


Curt Anderson  29:16

Nice. Wait. So little, little special edition because Joe is in England, we needed to adjust our schedule. Next Thursday at 12 Eastern nine o’clock Pacific. We’re gonna be interviewing Joe Foster, the founder of Reebok, he and his brother founded Reebok and Nike ate so cool. Decades he turned it into a billion dollar company. So yeah, join us for that, man. I’m just beyond that. Oh my god. So he’s so good.

So guys, let’s close out on this. Thank you for joining us, Gary. John Sydney. wouldn’t need to get on a call with you sometime. We keep crossing paths den bigger everybody out here today. Thank you guys for joining us today. Deeply done. Thank you. Thank you. Thank you. Thank you. spreading your awesomeness. Val have an incredible wonderful weekend. Damon that handsome devil over there once you take it away, dude.


Damon Pistulka  30:08

All right, everyone. Thanks so much for being with us here today. And remember next week we got a special day and time Thursday noon, Eastern nine Pacific we are going to be interviewing Joe Foster. Is that right? Because I was I was looking at his website. It’s absolutely amazing. He founded Reebok next week on Thursday. And his grandfather actually was making shoes for Olympians before that. This is like a family history. And this thing is incredible.


Curt Anderson  30:36

Yeah. So just to touch on that real quick. So the movie The chariots of fire the two runners in the movie Chariots of Fire Joe Foster’s grandfather manufactured the shoes for those runners in the movie chariots of fire. So you talked about how your grandfather fire Jim? Yeah, I don’t know. Spoiler alert. Joe Foster. So I’ll take one minute. Joe Foster’s grandfather founded the shoe company.

Joe’s fast thought Joe Foster’s grandfather had two sons. They took over the company after the grandfather passed. They couldn’t get along. They constantly fought. So when Joe Foster and his brother came along, they got sick and tired of dad and aunt and the uncle fighting constantly so they left and started competing with their own father, instead of Oh, wow. What so you so clearly relate with what you’re doing? Oh,


Nicole Donnelly  31:34

for sure. Yeah, absolutely. Yeah,


Damon Pistulka  31:37

it’s gonna be awesome. But thanks so much, everyone for being here. Nicole’s gotta go. We gotta get off here. i Hey, it’s awesome. We appreciate everyone being here today, Kurt and I just love being able to rock and roll man shirts once in a while. Hey, it’s summertime. Get out there. You’re enjoying the baseball. Have a good time with your family this weekend, everyone. We’ll be back on Thursday. Peace out.


Nicole Donnelly  32:00

Hey guys. Thank you.

Schedule a call to discuss your business goals and answer your questions on growing business value, preparing for sale or selling your business.

Check Out Posts Talking About Sales.

Related content

These posts may also interest you

Engineering Your Manufacturing Website for Your Buyer

Want your manufacturing website to be a powerful asset for your business? If so, join us for this MFG eCommerce Success show where Paul Kiesche, President and Creative Director of Aviate Creative shares strategies they use that help manufacturers build a website that is useful and attractive to buyers.

Creating Content that Converts

Want to create content that is a powerhouse of engagement and conversion for your business? If so, join us for this MFG eCommerce Success show where Lori Highby, CEO & Founder of Keystone Click shares content development strategies that are creating engaging content that attracts ideal potential customers and helps to convert them into customers.

Networking with Curiosity

Do you want to unlock new avenues for success for your manufacturing and/or eCommerce business? If so, join us for this MFG eCommerce Success show where Gail Robertson - Chief Curiosity Officer, GailNow discusses how curiosity can add a new dimension to your business success.