Episode Summary
During this episode of Tech Qualified, we talk with Kevin Martin, the Vice President of Marketing at SBT Alliance. Kevin Martin talks about what SBT Alliance offers to electrical contractor partners, controls and lighting manufacturers, and end-users, the changes that have been taking place in the industry, blending technology and services, and content creation from both a marketing and educational standpoint.
Episode Highlights
- Kevin Martin talks about his work history.
- What is the ideal customer profile for SBT Alliance and how do they serve them?
- What are some of the big industry changes that are taking place?
- Can you describe the blend of technology and services that SBT Alliance offers?
- Where are leads coming from and what is the role of marketing at SBT Alliance?
- Why does education play such a big role in lead generation and long-term brand awareness?
- How did SBT Alliance get started and what was the process for developing educational resources for prospects?
- Does Kevin Martin have a team of marketers developing content and what is the team structure?
- How do they make content decisions when there are so many people involved with a purchase (buying committee)?
- What systems are they using that are really working?
- What goes into the topic areas they are going to target in their content?
- What does their content structure look like?
- Do they reposition case study elements into other forms of content?
- Why is it important to have different styles at play to reach people?
- What resources does Kevin Martin rely on?
Key Points
- SBT Alliance’s ideal customers are end-users who need an energy efficiency upgrade, are tired of paying high energy bills and want to upgrade their lighting. Their key target market is helping electrical contractor partners and controls and lighting manufacturers understand and deliver that value.
- The 3 divisions of SBT Alliance are the forward-thinking entities: Direct Discount Lighting (DDL), Integrated Advanced Controls (IAC), and Glued Solutions (GSI).
- SBT Alliance is getting a lot of authority marketing traction from getting founders on camera and writing blog posts (and sharing industry experience as wireless controls and IOT deployment experts).
Resources
- Kevin Martin: Linkedin
- SBT Alliance: sbt-alliance.com
- Motion: motionagency.io/ultimate
- HubSpot: hubspot.com
- American Marketing Association (AMA): ama.org
