Marketing Module


OEMs are not immune to marketing. They are just indifferent to poor marketing. 

Design Research

Buyer's Journey

Investigate the buyer's experience at the awareness, consideration and decision stages of their journey.

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Content Strategy

Develop a strategic plan for content to reach the right buyers at the right time and place.

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Website Strategy

Discover how to optimise your website for optimal performance and better results.

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Market Research

Quantify your target sectors and qualify your addressable, serviceable and obtainable market share.

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Marketing for growth

In a low-visibility industry, perception is crucial. Having established your market stance, tailor marketing to match your ideal client's needs and behaviours. The Marketing Module lays the groundwork. 




The Buyer's Journey


Understand and address your buyers' core questions. We'll break down the buyer's journey into three pivotal stages and explore how to tailor your approach to answer their most pressing questions. And then we will map content to journey stages and review how you can align sales and marketing to deliver better outcomes. 



Stage Identification & Key Questions

Understand the buyer's foundational question: "What is my challenge?" Here, we'll workshop methods to help you articulate and frame the buyer's problem through your content.

As buyers explore solutions, their main query is, "Which solutions best address my challenge?" We will focus on aligning your offerings with this inquiry and positioning you as the ideal answer.

When on the brink of commitment, buyers ask, "Why select this solution?" This segment will equip you with tools to provide conclusive answers, sealing their decision.

Content Alignment

What are your options for crafting content, such as blogs, social posts, guides and white papers (for example), that will resonate with buyers' initial problem identification?

Hands-on exercises on creating comparative content, like case studies/stories (mindful that you may not be able to name a customer) that will highlight your solution's advantages.

In this session, we will define content providing assurance and reasons to believe, including testimonials and detailed specifications.

Sales & Marketing Synergy

Lead Scoring
This practical exercise categorises leads based on their questions and journey stage.

Lead Nurturing
Ideate a content cadence addressing stage-specific questions, leading buyers to the next phase.

Sales Transition
Ensure seamless handover, with sales primed to connect and advise the buyer at the optimal moment.


Content Strategy


A content strategy is planning and executing content creation, publication, and distribution to achieve specific business objectives. The content strategy considers the audience, the type of content, the channels through which it will be delivered and promoted, and how it will be measured.

An essential component of a successful content strategy is creating a content framework. A content framework helps you organise your content around the buyer's journey and helps you focus on the most important keywords to your business. It also helps you plan and schedule your content creation efforts so that you publish new content regularly.


Website Strategy


Building an agile site with growth-driven design, operating in continuous improvement cycles, requires thorough investigation at the outset.

How do visitors use your site? Is it clear how you can solve their problems? What are their jobs to be done? And what do competitor websites do well?

Armed with all this information, we will create a user journey map and develop a wish list of items to include on your site that will help you achieve your goals.




Market Research & Sizing


Understand your industry's size and growth potential. Knowing who the companies and people in your addressable market are and gathering data on intent signals, news, and website visits can significantly improve account-based marketing programmes.

These insights can drive and inspire investment in your business, and they can give you direction to refocus your branding and marketing efforts to speak to market segments who need your services.

In this workshop, we focus on setting up ABM tools in HubSpot and setting up list criteria and market sizing tools in ZoomInfo and Rollworks, then providing the training for your team in using both programmes.

  • Identify total addressable market for more effective targeting, resource allocation and strategic decision-making
  • Identify high-value accounts to target, resulting in more efficient sales and marketing strategies, increased revenue, and stronger customer relationships

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View the Branding Module to the left or the Strategy Module to the right.
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The Strategy Module

Employ a data-driven, integrated, and strategic approach for effective growth tactics.

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Website Design

Craft a highly functional website that engages visitors and provides avenues for ongoing connections.

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Content Design

Produce multi-channel content tailored to your buyer’s journey, optimised for widespread distribution..

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Campaign Delivery

Implement digital campaigns with measurable outcomes, allowing for ongoing performance optimisation.

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Let's Get Started

In a world where customers expect you’ll operate unseen, how do you stand out, improve your margins and deliver explosive growth?

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The Positioning Module

Begin your journey by diving deep into your competitors, creating ideal customer profiles, and positioning your brand.

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The Branding Module

Prioritise a market-oriented approach focusing more on your customers’ needs, fears, and aspirations than your services.



If you are a contract manufacturer or part of the supply chain, find out more about working with Equinet as your growth marketing partner.