Windmill Strategy

to Sales

Showcase MISCO’s tailored product solutions

Promote and elevate the MISCO brand

 

MISCO's biggest challenge was addressing the unique needs of a handful of key B2B customers, including engineers, purchasing managers and corporate project managers. Communicating trust and technical capabilities to decision-makers is essential for professionals who vet and source components. Particularly components that are ultimately part of OEM products such as vehicles, aircraft, and specialized equipment.

 

To appeal to multiple audience segments, we designed a site that prioritized the customer experience for each persona, which made it easy to quickly purchase a part for a prototype or evaluate a custom product. The website is easy-to-navigate for decision-makers who don't have a lot of time to waste. After all, if prospects can't find what they're looking for, they'll quickly leave and move to a competitor's website. At the same time, with more people visiting websites on mobile devices, we designed the site to deliver a consistent experience (responsive) from a smartphone, tablet, desktop computer or laptop.

Strategy designed and engineered a back-office customer and device management portal system. The software portal made it easy for users to maintain customer profile information, check subscription status and track registered devices. The solution was a massive time-saver for Eyecon's growing customer base and employees who oversaw its administration.

 

Eyecon knew it could convince risk-averse pharmacists to try its forward-thinking automated pill counters if only they had a scalable way to show off the system's capabilities. When demonstrating the devices at industry trade shows, the demos almost always resulted in a sale or a flood of product trials. Yes, the product's value proposition is that unassailable.

 

At the same time, busy pharmacists at locally-owned stores and corporate decision-makers with national chains are open to any ideas that have the potential to improve pharmacy operations, lower costs, improve risk management and have an irresistible return on investment.

 

To showcase Eyecon's new pill-counting technology, we designed and built an engaging website that hits visitors with a powerful value proposition on an animated home page. From there, prospects or visitors can watch a demonstration video, use an ROI calculator, or read about other pharmacies using Eyecon's innovative product.

devices, life sciences, and manufacturing. Over the years, it has differentiated itself through a personable, service-oriented team. But, as a niche company, much of its growth and new business is tied to website generated leads and its ability to provide its service online.

 

Windmill Strategy listened closely to Docunet’s needs and learned the marketing challenges specific to their industry. We uncovered the need to modernize Docunet’s website, create a content strategy, and perform specific search engine optimizations. This enabled us to create the right-sized website and strategy for Docunet. We applied a content strategy to make it easier for users to navigate and understand the site’s content.

 

To make the site easy for Docunet to update, editable text blocks were added throughout the site. This would allow them to make tweaks to their messaging and content.

 

Finally, special care was given to search engine optimization. Pages across the site were re-optimized for national keywords related to specialty services, such as miniature folding, as well as for frequently searched local terms, such as digital and commercial printing. This allowed Docunet to increase its inbound traffic for its primary local market and for national specialty keywords.

selected Windmill Strategy to create a cohesive brand and messaging strategy that communicated "Trustworthiness, dependability, innovation and professionalism."

 

Noted Tom: “I was very happy with how the Windmill team quickly took our ideas and built them into a smart package we shared with prospects at an important tradeshow.”

 

CMO Tom Monette engaged the Windmill team to create a new website and collateral to influence a key demographic: physicians. Moreover, the collateral needed to influence Value Analytics Committees (VACs) and investors. In addition to giving the literature to prospects at trade shows, the company’s independent sales agents found prospects loved the collateral for its educational content, which featured informative product depictions by Windmill Strategy’s medical illustrator. Said Tom, “I was very happy with how the Windmill team quickly took our ideas and built them into a smart package we shared with prospects.”

 

Because we were able to deliver the new marketing collateral in time for the company’s May trade show, Radux Devices was able to raise the interest of several prospects, potential partners and some investors. Said Tom, “I received positive feedback from everyone who saw the new sell sheets and materials. The design and color choices were really clean and professional!”

industry, where repeat business is earned by sharing knowledge and recommending solutions. For most prospects, TTP's website was the first time they interacted with the company. TTP hired B2B expert Windmill Strategy to transform the old site into a more compelling experience for prospects and convert visitors into customers.

 

B2B buyers in TTP's industry are discriminating, demanding customers. The company's customers include specifying engineers, designers, purchasing managers, quality managers and senior leaders. To set itself apart from competitors, TTP engineers help customers select the right tools for their application in addition to providing bespoke system design support as a value-added service. The trouble was, the old website design, content and architecture didn't adequately convey these TTP strengths and benefits to more sophisticated buyers. The company turned to Windmill Strategy to reimagine its website and transform it into a compelling destination for TTP's growing customer base.

 

Beyond providing an engaging customer experience, TTP's new WordPress-built website would generate leads and inquiries for the company's products and services. For the first time, the site would also house the lightweight e-commerce solution — Shopify Buy Button. This is one industry where companies historically haven’t offered e-commerce options. Therefore, TTP was eager to test the demand for online orders. 

managers.

At the same time, the reimagined websites would provide valuable service and product information, enable online purchases of some products and share white papers and other resources. But more than anything, the company leaders needed the new websites to elevate their brands and sell products through strong CTAs. The offerings of the two sister companies are similar, yet buying paths are different, so we explored ways to share assets and structure, to decrease cost and increase ROI on the project.

Each of these two websites needed to convey that both companies differentiate themselves in the marketplace through knowledgeable, experienced and professional engineers and technical support staff. In this business, anyone can sell you a part or instrument, but not every firm is staffed by experts that help customers solve complex application engineering problems.

The website content and visual design needed to convince engineers and technical decision-makers that Primary FlowSignal and Turbines, Inc. offered this differentiating expertise. The Primary Flow website is primarily focused on lead generation, while Turbines also offers e-commerce for commonly stocked and specified parts. A tie-in with HubSpot CRM increases marketing automation capabilities for the PFS marketing team in conjunction with Windmill’s ongoing marketing services. The resulting websites have successfully generated an increase in qualified traffic and quality leads.