Content Marketing Strategy: Phase 1 Technology
Phase 1 Technology
Distributor of Machine Vision Cameras & Components
Partnership Since: 1998
Phase 1 Technology Uses Content Marketing to Position for Future Market Growth
Amplify Helps Develop a Content Marketing Strategy to Capitalize on the Expected Growth of the Vision Integration Market
Phase 1 Technology (P1T) has been a client of Amplify since 1996. They are now a leading distributor of vision and machine vision components in North America and, recently, they identified an emerging market they knew was important to break into early in its development. Together, we sat down to determine a digital-first strategy that would generate the right leads, position them as a valuable distributor in this vertical, and differentiate our client from their competition.
Challenge: Uncharted Market Entry with No Proven Roadmap
There was no roadmap for breaking into the emerging market of vision integrators. As small companies with huge growth potential, it was difficult to determine which of their many competing interests were most important to them. Typically, distribution was an afterthought too – it wasn’t seen as a way to provide more value to their customers. Essentially, the problem came down to understanding how to reach, educate and motivate vision integrators to use our client as their distributor.
Solution: Data-Driven Personas Reveal Hidden Market Segments
We sat down with leadership from our long-time client’s sales, marketing and executive teams to develop vision integrator buyer personas. These personas were detailed models of ideal buyers based on historical data and internal surveys. The development of buyer personas uncovered two things: first, that there were actually multiple submarkets that our client was trying to break into, and second, these submarkets had unique, identifiable needs that could be leveraged in content marketing initiatives.
Based on the intelligence gathered through buyer persona development, custom content for a new website section, including gated downloadable content, was developed to illustrate how our client alleviates pain points in the various submarkets. This multi-channel content was created to educate integrators on the value of extensive product knowledge and top-notch supply chain support from a distributor. The content also aimed to motivate them to take the next steps to realize these benefits.
Marketing automation was integrated with content for lead capture, which enabled ongoing engagement to move potential buyers through the marketing and sales funnel. Further, the integration of marketing automation platforms added behavioral site tracking to inform future decisions. With detailed analytics, we could work together to constantly optimize content across all channels for quality lead generation.
Results: Market-Leading Position Across Multiple Industries
Our client received a new website section, downloadable content, and other content across multiple channels that effectively blazed a trail for their entrance into the vision integrator market. All content, informed by buyer persona development, demonstrated their deep understanding of the expectations integrators face on a daily basis and how distribution services can ease those burdens in each submarket.
By demonstrating their industry knowledge and commitment to serving these specific submarkets, our client was effectively positioned as the most valuable distributor for integrators, and in this way differentiated themselves from their competition.
New content fast-tracked quality lead generation – and continues to do so on an ongoing basis – while detailed behavioral metrics were leveraged to optimize content for higher rates of lead generation.
P1T has been able to capture quality leads while the vision integrator market, in all its submarkets, is still young, with the goal of growing this part of their business in step with the expected growth of vision integration services.
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Joe DeMicco and his company have been a valued part of Phase 1 Technology Corp.’s business development and marketing team since early 1996. His ability to conceptualize the big picture (and the so-easily-overlooked minutiae that lead up to the big picture) has helped my company to grow over the past fifteen years as well as avert potential roadblocks.
Joe was the first to introduce us to the importance of search engines and search engine optimization, and continues to help us obtain top rankings in the very competitive world of industrial vision solutions. Ranking favorably for our principle products, it is through Joe’s persistent and knowledgeable guidance that we are able to enjoy revenue-generating leads to our website(s). Joe and his team are an invaluable support to our team. They know and respect our organization and how we operate. We are able to rely on the great ideas offered because they are supported by thorough research and often proven results too.
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Quantifiable Results That Drive Industrial Growth
See how our integrated marketing system delivers measurable lead generation and revenue growth for manufacturing and B2B companies across diverse industrial sectors.
Total Fire Protection (TFP), a leader in fire and life safety services, sought to modernize its online presence and enhance lead generation in specific geographic areas and industries.
Phase 1 Technology, a vertically-integrated distributor of custom industrial vision systems, has been a client of Amplify’s since 1996. Today, Phase 1 Technology is a leading distributor of vision and machine vision systems components in North America.
Kids for Kids Foundation, a nonprofit established in 2008, focuses on supporting children and families battling catastrophic diseases. Since 2018, Amplify has collaborated with them, aiming to enhance their digital footprint and engage a broader community.
Kawasaki Robotics is leading supplier of industrial robots and automation systems. When they contacted Amplify, their web presence did not effectively showcase their robotic products – their robots solve specific needs in niche industries, but this was not properly communicated on their website.
The Thyroid Cancer Care Collaboration (TCCC) application, recently launched by Amplify and the Thyroid Head and Neck Cancer (THANC) Foundation, was built with the goal of improving the overall level of care for thyroid cancers and, eventually, helping to find a cure for thyroid cancer.
As Granite City Electric Supply, a leader in the electrical supply industry for a century, approached their 100th anniversary, the decision to revitalize their digital presence marked the beginning of a significant transformation.
TRU-Vu Monitors, renowned for their industrial monitors and touch screens, faced a challenge: they needed a new website to showcase their extensive product range and a backend application that was easy for staff to manage.
Genesis Systems Group is a recognized leader in robotic integration for factory automation. They approached Amplify with an online presence that did not reflect their position as a major player in the global robotic integration market. Genesis’ existing website was not supplying the volume of leads they desired.
Donnelly Mechanical is New York City’s premier provider of commercial HVAC and energy services. They reached out to Amplify at a time when their service offerings and customer base had expanded greatly, but their digital presence had not kept up with their expansion.