Programs
You bring the goal. We route it.
We work like a job shop for marketing. You bring the print: the work you want more of and the buyers you want to reach. The Buyers Blueprint sets the routing: which operations run, and in what order. Your monthly program sets how far you reach, and who steers the work.
A job shop for marketing
A good job shop doesn't hand you a menu. It reads your print, routes the job through the right machines and ships the part. We work the same way.
We're a full marketing team for industrial companies, with a complete toolkit: websites, content, search and AI answers, email, video, social, ads and PR, plus IKE and SiteSonar. That toolkit is our equipment list. It shows what we can run. It isn't a menu you buy from. Not every company needs every tool, and you don't pay for operations your job doesn't need.
The Blueprint sets the routing. The program sets the pace.
The path: one Blueprint, then one monthly program
Every client starts the same way.
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Step 1, OP 10
Month 1: Buyers Blueprint
Paid, one time: your first month, led by Matt Barden. We learn what your company really makes and does, read your competitors and your market, and turn it into a concise plan, a wireframe site strategy and a content brief.
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Step 2, OP 20
Month 2 on: one monthly program
Foundation, Growth or Scale, month to month, with our whole agency working through your plan. The toolkit is the same in all three. What changes is who steers the work and how you talk to us.
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Step 3, OP 30
Every week after
A short written brief: what shipped, what's in progress, what's next, and anything we need you to decide. You decide by replying.
Who steers
One crew. Pick how far you reach.
Every program gets the same crew. Each step up adds reach, and changes who steers. Pick a program to see what it reaches and who leads it.
Foundation: Your Blueprint plan steersGrowth: A strategist steersScale: Matt Barden steers, with Kiersten
The crew Grayed out: not steering in this program
- IKE Our Industrial Knowledge Engine. Holds your record and learns from every result. Not in this program
- Matt Barden Founder. Steers Scale as your fractional CMO. Not in this program
- Kiersten Denton Client success. Steers Growth as your strategist. Not in this program
- James Chapman Technology and websites. Builds every page. Not in this program
- Stephanie Howes Operations and strategy. Keeps the plan and the work queue on schedule. Not in this program
- Mark Manuel Relationships. Champions every client through his network and mutual introductions. Not in this program
The toolkit Your Blueprint plan picks which you use
- Websites Built, hosted and kept up, with pages that say what your plant runs. WordPressShopifyHTMLPHPJavaScriptWebsite maintenanceHosting and securityLanding pagesConversion trackingCRM setup Not in this program
- Custom software engineering When an off-the-shelf tool can’t do the job, we build one. Custom web appsIntegrations and APIsData and automation Not in this program
- Page Level Marketing Every website page and blog post built from your record, and improved every week. SEOAI search optimizationConversion optimizationEngineer & buyer optimizationLocal SEOTechnical SEOGoogle Business Profile Not in this program
- Content marketing Written from your floor, in the words buyers search. Capability and process pagesArticlesCase studiesIndustrial videoContent syndication Not in this program
- Prospect intelligence Who is reading your site, and likely prospects there handed to your sales team. SiteSonarSeamless.AIThird-party data sourcesICP-fit prospect lists Not in this program
- Social media Your new content shared on LinkedIn, and prospects for your people to connect with. LinkedInFacebookInstagramBlog syndicationProspect connections Not in this program
- Email and automation Emails and follow-ups to the accounts your plan points at. Email campaignsNewslettersSales automationHubSpotCRM workflows Not in this program
- Paid ads and social media ads Search and social ads, with budget only behind pages that prove what the buyer searched. Google AdsLinkedIn AdsFacebook AdsInstagram AdsRetargeting Not in this program
- AI and systems The systems that run the work and keep it moving. IKEClaudeChatGPTClickUpGoogle AnalyticsGoogle Tag Manager Not in this program
- Go-to-market platform Your SiteSonar feed connected to a platform that runs the sales outreach, with the strategy set up. Your blog posts go out through it too. SiteSonar feedAutomated sales outreachBlog syndication Not in this program
- Digital outreach and PR Outreach and trade press that send buyers back to your pages. Digital outreachTrade pressTrade showsLaunches Not in this program
- Custom strategy A go-to-market strategy led by Matt Barden: which markets, which launches, which message. Go-to-marketPositioningMarket entry Not in this program
The list keeps growing. If a tool helps win the work you want, we run it. Your Blueprint plan picks what your company uses.
Foundation Your Blueprint plan steers
Reach through your own website. Sound tech, Page Level Marketing on your pages and blog, and SiteSonar leads handed to your sales team. We work through the plan your Blueprint set, in the order it set.
- Website tech: hosting, care, security and updates
- Page Level Marketing on your website pages and blog
- SiteSonar: the companies reading, and likely prospects handed to sales
- Unlimited email, 2 Huddles a month and the weekly brief
Growth A strategist steers
Everything in Foundation, plus reach beyond your site. A strategist on our team reads the results and changes the plan with you.
- Everything in Foundation
- Ad management: Google, LinkedIn, Facebook and Instagram
- Digital outreach and PR
- Social media and email marketing
- SiteSonar connected to your go-to-market platform for automated sales outreach
- Blog content syndicated through the same platform
- Unlimited Huddles and 2 planning calls a month
Scale Matt Barden steers, with Kiersten
Everything in Growth, with a custom strategy led by Matt Barden as your fractional CMO.
- Everything in Growth
- A custom go-to-market strategy led by Matt Barden
- 1 call a month with Matt Barden
- Markets, launches and positioning set with you
Compare the programs
Every program starts with the Blueprint. Each step up adds reach.
| Foundation | Growth | Scale | |
|---|---|---|---|
| What you reach | Your website: pages and blog | Beyond your site: ads, PR, social, email and outreach | Everything in Growth, with a custom strategy |
| Website tech: hosting, care, security | Yes | Yes | Yes |
| Page Level Marketing on pages and blog | Yes | Yes | Yes |
| SiteSonar | Companies reading, likely prospects handed to sales | Connected to your go-to-market platform for automated outreach | As in Growth |
| Ads, social and email | - | Yes | Yes |
| Digital outreach and PR | - | Yes | Yes |
| Custom strategy led by Matt Barden | - | - | Yes |
| Who steers the work | Your Blueprint plan | A strategist | A strategist, plus Matt Barden as fractional CMO |
| Email and messages | Unlimited email | Unlimited | Unlimited |
| Huddles: 15-minute calls on request | 2 a month | Unlimited | Unlimited |
| Planning calls | - | 2 a month | 2 a month |
| Call with Matt Barden | - | - | 1 a month |
| Weekly brief | Yes | Yes | Yes |
| One work queue | Yes | Yes | Yes |
| The toolkit | Picked by your plan | Picked by your plan and strategist | Picked by your plan, strategist and Matt |
What every program gets
Your budget goes into shipping, not meetings.
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The weekly brief
Every week, a short written brief: what shipped, what's in progress, what's next, and any decision we need. You decide by replying.
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One work queue
Every ask goes into one queue, ranked against your plan. Add to it by replying to the brief, by email or in a Huddle. One job finishes, the next one starts.
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Huddles
A 15-minute call when you ask for one. Short and focused, with no standing agenda. Anything raised goes into the queue.
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IKE, the Industrial Knowledge Engine
IKE keeps learning your company, your competitors and your markets, so each month's work starts from more than the last.
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SiteSonar
SiteSonar names the companies visiting your site and what they read. We hand over likely prospects at those companies who fit your ideal customer profile.
Which program fits?
Start from how far you want to reach.
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You want your website doing the selling
Sound tech, Page Level Marketing on your pages and blog, and SiteSonar leads for your sales team. Your Blueprint plan steers. Look at Foundation.
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You want to reach buyers beyond your site
Ads, digital PR, social and email, and your SiteSonar feed connected to a platform that runs the outreach. A strategist steers. Look at Growth.
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You want a custom strategy
Matt Barden leads a custom go-to-market strategy as your fractional CMO. Look at Scale.
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Not sure we fit at all
Two minutes: who we work with, and who we don't.
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Since 2012
marketing industrial companies
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Hundreds
of companies served
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Month to month
no long-term contract after the Blueprint
Fill the floor · 4 min story
New Machine on Tuesday
A new 5-axis machine arrives. Three ways it reaches your website: a busy in-house marketer, a project agency, or a program.
New Machine on Tuesday
What happens
- 01Tuesday: a new 5-axis machine craned through the dock door
- 02Three ways to get it onto the website: a busy in-house marketer, a project agency, or a program
- 03The program way: one request, and the machine's page, with its work envelope, goes into the queue
- 04Lesson: your website should change as fast as your floor
Questions
How much does a program cost?
It depends on the program and on what your Blueprint finds. We scope it with you on the review call after your free Buyer's-Eye Audit and put it in writing before you commit. Ad spend is separate and paid to the platforms directly.
Why does every program start with a paid Blueprint?
The Blueprint is the routing. Every page, email, post and ad after it draws on what it captured, so the work starts from what your plant really does, not a guess.
Do we get every service in the toolkit?
You get the ones your goal needs. Your Blueprint plan picks them, and in Growth and Scale your strategist changes the mix as results come in. Ads, PR, social, email and automated outreach start in Growth.
How do we ask for work?
Reply to the weekly brief, send an email, or raise it in a Huddle. Every ask goes into one work queue, ranked against your plan, and the brief shows when it ships.
What's a Huddle?
A 15-minute call you can ask for when something needs talking through. It keeps calls short and to the point. Anything raised goes into the queue.
Why not a weekly status call?
A standing call needs prep before it and leaves loose ends after it. The weekly brief gives you the same picture in writing, so your budget goes into shipping, not meetings.
Is there a long-term contract?
No. Programs run month to month after the Blueprint. How leaving works is written on How we work.
Can we pay by purchase order?
Yes. Get a quote for your purchasing team, with a W-9 and vendor setup.
Can we buy SiteSonar on its own?
Talk to us. SiteSonar runs in every program, and we'll tell you plainly how it works on its own.
Bring us the goal
Book 20 minutes. Tell us the work you want more of, and we'll tell you how your Blueprint would route it and which program fits after it.