Overcoming Challenges in Marketing
for Infrastructure Solutions
by Tracy DeJarnett
What you'll discover
when watching Tracy's story
- Marketing is transferable across industries, and it's important to go where there is a real need to make a difference.
- Knowing your customers, their needs, and pain points is crucial for effective marketing strategies.
- A combination of digital marketing, face-to-face interactions, and thought leadership is key to reaching and engaging with customers in niche industries.
- Building a strong brand identity that stands for something meaningful, such as being the most trusted and reliable option, drives customer preference and recognition in the market.
- Providing opportunities for customers to meet with the company and see the products firsthand is a powerful lead-generation strategy.
- Great storytelling backed by data is the foundation of effective content marketing.
- Metrics are vital for demonstrating marketing's value and tracking the customer journey from initial reach to final sale, especially in industries with long sales cycles.
Meet Tracy DeJarnett - Chief Marketing Officer @ Hobas Pipe USA, Inc.
Tracy DeJarnett is the Chief Marketing Officer (CMO) at Hobas Pipe USA, Inc., a manufacturer of large-diameter fiberglass pipes for sanitary sewer, storm sewer, potable water, penstocks, industrial applications, and more.
Tracy is an award-winning, passionate, and creative growth marketer focused on helping others expand their influence and grow.
With a career spanning various industries including NASA, Microsoft, and Sprint, Tracy brings plenty of experience and experience to her role at Hobas Pipe USA.
Since joining the company, Tracy has helped grow Hobas Pipe USA’s database from 0 to 6,000 contacts. She is passionate about helping municipalities and cities address the challenges of aging water infrastructure through Hobas Pipe’s corrosion-free and high-performance solutions.
Tracy’s marketing approach involves a combination of thought leadership, digital marketing, trade publications, and high-touch experiences such as tours and roadshows to educate customers about their products.
Check out Tracy DeJarnett's thoughts on content marketing
When it comes to facilitating an on-going understanding of customer needs, Tracy shares:
"We do surveys and we test messages so that we know what those pain points are. And we're always testing that and trying out our messaging to make sure it's resonating with our customer."
She also shares about how to keep your brand fresh over time:
"Branding is important, because you need your audience to start preferring your brand."
Get exclusive business growth tips from our top thought leaders
Subscribe and get weekly tips on growing your successful business.