Company: TopSpot Internet Marketing
Company Description: Founded in 1995 and based in New York state, Stainless Steel Products is a leading materials manufacturer and supplier specializing in round and flat wire as well as value-added metal products. They also stock wire, tubing, bar, strip, and more.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year
 Nomination Title: TopSpot’s Internal Marketing Team
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated department's achievements since January 1 2022, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated department: history and past performance (up to 200 words):
Total 198 words used.
TopSpot is an industrial digital marketing agency specializing in internet marketing and website development for manufacturers, OEMs, service providers, suppliers, and distributors. Nearly 85% of our 800+ Clients are in the industrial space.
The TopSpot Marketing Team is responsible for lead generation, Client events, and educational content through blogs, social media, the TopSpot website, case studies, and sales collateral. To do this, the Team utilizes the same tactics the Customer Relationship Teams use for these industrial Clients to attract quality traffic that brings in quality leads.
We tap into our SEO and PPC experts to generate online content utilizing our B-SMART Methodology1, which focuses on keywords tied to user intent versus broader phrasing. We use our Four Step Process2 to ensure we understand our customers' intent and user experience when searching for our services.
However, the Marketing Team is also very focused on content that educates and assists current Clients and new and existing TopSpotters. Our goal is to impact all four of these audiences when creating content. Team Members volunteer their time and Client stories to the Marketing Team to generate content that will drive daily conversations with Clients, answer questions, or further marketing or industrial knowledge.
- If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 249 words used.
We focused on two goals: growing industrial leads and supporting Client retention and communication through content:
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Focus: Growing industrial leads
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Result: The Marketing Team generated over $1.27 million in revenue in 2023. 57% of marketing leads were industrial B2B businesses compared to 48% in 2022. 83% of the 1.3 million closed were from industrial companies.
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Achievements: We looked to add more industrial-focused content on social media and our blog, which previously focused on digital marketing. We introduced a blog series called Industrial Insights3, which explores the industrial space by interviewing industry professionals on topics such as labor shortages and emerging markets. Our blog grew by 75% as a result.
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Focus: Supporting Client retention and communication
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Result: Over 92% of Clients that attended one of our nine events5 were still active at the end of the year.
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Achievements: The Marketing Team produced eight webinars and one in-person workshop last year, which saw 202 unique Client accounts in attendance, equating to 25% of our total Client base. Most post-webinar surveys showed that 100% of attendees would recommend our webinars to others. Topics included aligning sales and marketing teams and maximizing marketing resources.
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Along with case studies and digital marketing-focused blogs 6, we provided our Team with shareable content and useful information to help in daily conversations.
- If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 248 words used.
TopSpot celebrated its 20th anniversary in 2023, and in promoting this milestone, we reflected on our longstanding Clients7, including our very first partnership with an electrical enclosures fabricator whom we still serve today. We see these businesses grow from small shops to larger, sometimes global operations thanks in part to our efforts to generate quality leads and differentiate them online.
Industrial SEO and PPC needs are more challenging as the industrial buying cycle is long and requires technical specifications that could affect end products and even safety if not met appropriately. Raising the industrial lead ratio by 9% with our targeted content is a huge accomplishment in terms of revenue and creating brand awareness of our passion for the industry.
We wanted to participate in industry discussions to aid Client retention and maintain our footprint in American manufacturing8. Our Industrial Insights series is unique to our organization and not seen in our competitors. We share in-depth information about emerging markets like electric vehicles and tactics for tackling the industry's labor shortage. We also share industry information on social media to inform our partners and showcase our Clients when our Teams visit their facilities.
The TopSpot Marketing Team also looks beyond lead generation and Client retention by helping our Team of highly-trained marketers connect with our Clients to build lasting relationships. Our industrial and digital marketing content distributed on social media, our blog, and webinars further expand their expertise and provide talking points or shareable content for Client contact.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):
Total 170 words used.
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