Hire an agency that understands your industry, your business and your customers – from engineers and maintenance managers to purchasers and MDs. Only then can you start talking about business impact, not likes and impressions.
Fe-C Approach
There are a ton of marketing channels to choose from. The mistake many marketers make is spreading themselves and the budget too thin to avoid making choices. We don’t. You can’t use mild steel for every purpose, right?
First you have to choose the right carbon content to get the structure you need. That’s the channels where your audience is.
But pinpointing the channels is half the job. Heat treatment to the correct temperatures, with controlled heating and cooling is essential. That’s content and technical setups in marketing.
Our offer is not just about doing. It’s about doing it right.
That’s what brings the results.
Why Us?
Services
Every account needs a personalised approach to determine what should be done and how much time it takes. So we are not offering any clear-cut packages. But feel free to familiarise yourself with the info below to better understand if there’s an overlap between what you need, and what we offer.
Over the 6+ years of cooperation, we have worked with and tested a lot of channels.
An important part of our approach has been a clear job division to enable reaching expert levels in the main acquisition channels, and high level competency in others.
NB! All results following the channel are from our time together at Fractory.
- Marketing strategy, planning and budgeting – in a startup environment, the needs were everchanging and marketing had to match the business needs
- Customer research – 50+ customer interviews, 30+ in the Jobs-to-Be-Done framework
- Positioning & messaging – workshops with management to pinpoint the market edge and communicate it
- SEO – built monthly traffic from 3,000 to 185,000 in 2 years, became the most valuable acquisition channel
- Content creation – 100+ articles on engineering topics published
- Paid ads (Google Ads, YouTube, LinkedIn, Meta, Bing Ads, Twitter, Reddit, etc.) – over €1M spent with results in line with target customer acquisition costs
- Tracking & analytics – proper setups are essential for determining the efficacy of channels and budgeting
- Cold outreach – multi-step outreach campaigns alongside sales
- Email automation & newsletters – Onboarding flow, “success” flow, reminders, etc. all implemented to make sure none of the good contacts go missing in the CRM
- PR – 83 unique articles published (1, 2, 3)
- And more – quarterly physical events at the offices with 80+ engineers in attendance, our own podcast, branding ads, etc.
Here are some of the ways we could be working together.
Interference Fit
The fractional CMO service. We come in, do the interviews with your team and your customers to create a strategic approach for marketing your business. And we do all of the execution ourselves.
Transition Fit
You have a marketing team but are looking for some certain skills to add – customer research, positioning, messaging, SEO, email marketing, paid ads, etc. We discuss what you need and draw up a plan to execute. We work side-by-side with your existing team to accomplish the business goals you’ve set for yourselves.
Clearance Fit
You have a marketing team but things are somewhat stuck. We come in and audit your marketing efforts to offer a fresh perspective, new ideas and share our best practices over the channels you are using, or suggest new ones to add to the mix.
Of course, the needs and possibilities depend on the maturity of your company, the resources at hand, etc. So the inputs will vary and we will adjust our plans accordingly.
Here is a sample of how we’d go about building your marketing from the ground up:
- Talk to you. We need to understand your business, your products & services, your goals.
- Talk to your existing customers. We need to map out your buyer’s journey. What are the considerations and motivations along the way? What are the triggers? Who are the competitors and the competing alternative solutions? We use the Jobs-to-Be-Done framework to map out key information about the buyer.
- Create an action-plan. Tracking setups, paid channels for testing, content marketing, PR, social media, etc. The action-plan must be tailored for you and your audience.
- Implementation and testing. We have to measure the results of our efforts to know what to cut, and what to double down on.
- Iteration. Our experience will help us make a good selection regarding the channels to test. But the results will be the basis for improvement.
About Us
We’re an agency of 2 industry enthusiasts – Heikki and Andreas. Between the two of us, we cover almost the whole spectrum of marketing (see Channels & Expertise above).
Heikki is a former COO of a robotics startup, and Andreas is a MSc in Product Development which was followed by 5 years of engineering work.
We teamed up in 2017 to market Fractory, a metal fabrication startup. The digital marketing engine brought in 95%+ of the leads to help grow Fractory from a local startup to an international manufacturing company with customer from 20+ countries.
Now we’re helping companies like yours find customers through digital channels.
Testimonials
“At Fractory, these two made sure that marketing was always at the helm of growth throughout the years.” – Martin Vares, Co-Founder of Fractory & Forbes 30 Under 30
“They avoid gimmicks, focusing instead on strategies that yield genuine results. Thanks to their work, Fractory can rely on strong organic customer acquisition.” – Rein Torm, Co-Founder of Fractory
FAQs
Bluntly put, we suck at design (it’s for you to see on this website). But we’re happy to use an outsourced partner for design, or work with your in-house designer, should you have one.
The pricing depends on the project and the time required. For approximation, 40 hours of work per month (or 1 day per week) will be around $2500. This is significantly lower than the market average of similar agencies due to the fact that we just don’t have brand recognition yet.
Expectation setting should be done after we’ve learned at least a bit about your company and the buyer’s journey. If you’re already selling 50 units a month, we should see results once the ads are live. But if you’re currently getting a few big deals per year, it’s going to to take longer.
A lot of agencies take hostages by tying up all the customer data with their own accounts. We make sure that you own your data, so whenever you feel like moving on to in-house marketing (or some other agency for some weird reason), you can do so without any hassle.
We are looking to serve companies that have their sights set on the US and/or UK markets mainly. We can then broaden the targeting by localising our existing assets for other markets, as we’ve done in the past.
Looking for Help in Marketing?
Let’s talk.