Data-Driven B2B Marketing Strategies for Steel Solutions | Douglas Williams from Steelmax Tools

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Douglas from Steelmax Tools, a digital marketing director with them. How are you doing today, Douglas?

Douglas Williams: Doing very well. How are you?

Ernesto: I’m doing great. Thank you so much for asking. And, well, Douglas, I’m sure our listeners are tuning in, wondering what Steelmax Tools is all about, so let’s start it off with that. In your own words, can you tell us a little bit more?

Douglas: Yeah, well, Steelmax has been around for just over 20 years, and we deliver cutting-edge steel fabrication and welding solutions that help our customers succeed. That includes everything from welding carriages, tractors, bevelers, magnetic drills, metal cutting saws—anything that goes along with steel and metal fabrication.

Ernesto: Okay. And so that way our listeners could get a good understanding of your company, what would you say is the key problem that you guys solve for clients?

Douglas: Really, I would say customization. In the industry we are in, there are very specific applications dealing with metals and steels—everything from oil rigs to the Department of Defense. A tool might have several different uses. Our engineering staff customizes machines to handle these various arenas. We help customers find solutions that automate tasks, save money, and increase productivity. We’re focused on increasing our customers’ productivity, which leads to higher profits.

Ernesto: Okay, awesome. Great to hear that from you. So then, don’t want to assume here, but is there a certain vertical segment? Is there an ideal ICP there for Steelmax Tools?

Douglas: Yeah, definitely. We’re looking for professionals, and we are primarily a B2B company. We sell to distributors and resellers who are experts in the market, with their feet on the ground in local arenas. They have relationships with clients in industries like bridge building, structural steel, defense, and more. We’re targeting industrial construction clients completing projects for government or expansion in various sectors. We cover North America, South America, and the Caribbean. So, anyone dealing with steel fabrication in any facet can find solutions with us.

Ernesto: Okay. All right. Thank you so much for sharing that. So, for our listeners who are tuned in, they can go ahead and visit you at steelmax.com. What role does the website play for client acquisition?

Douglas: The website is critical to us. All the information, specs, demonstration videos—everything is there. We have so many SKUs and different areas. Our core competencies include welding automation, beveling, hole-making, metal cutting, and lifting magnets. Visitors can find everything they need, including an interactive catalog they can share with superiors. If you’re a workshop foreman looking for specific items to propose to your team, the website makes it easy. It’s also a key engagement tool with RFI and contact forms to address any issues or applications customers might have.

Ernesto: Okay, awesome. Good to hear that. On that note, Douglas, is there any tools or tips or methods you would recommend to our listeners for website lead generation?

Douglas: Yeah, I think the key thing is understanding your audience. That’s said a lot, but it’s true. In digital marketing today, you can see who your audience is and gather all the data you need to target them effectively. Find out what it costs to acquire them, then work to keep them because it costs three times more to gain a new client than to retain an existing one. Tailor everything on your website to your main group. Know who you’re targeting and make sure the website reflects that.

Ernesto: Definitely. Thank you so much for sharing that knowledge. Let’s switch gears and talk about you as a leader. What are some key tasks you like to focus on in your day-to-day work?

Douglas: Day-to-day, I’m analytics and data-driven. I spend a lot of time in Google Analytics and AdWords, using those tools to see what’s happening on our site. The best thing about digital marketing is how quickly you can adjust based on data. Unlike the old days of waiting for responses to billboards or commercials, I can pull data daily, see what’s popular, and adjust campaigns accordingly. Capturing and acting on that data is a big part of my focus.

Ernesto: Looks like you have a full plate. But in between, how do you stay up to date with marketing trends and strategies? Do you have a preferred channel?

Douglas: I don’t know if I have a preferred channel, but I’m a big fan of YouTube for methods and tools that can make my job easier. I also study white papers and follow industry publications. Marketing changes so much, especially with AI tools that are helping automate tasks and giving us more flexibility. Staying informed is key, and I use a mix of video content and written resources.

Ernesto: Thank you for sharing that. Let’s jump into our rapid-fire question round. Are you ready?

Douglas: Let’s go for it.

Ernesto: Perfect. First off, what’s the last book you read?

Douglas: Jesus CEO. It examines leadership principles through the lens of how Jesus structured his organization, bringing those lessons into a modern context of compassionate yet results-driven leadership.

Ernesto: Definitely important. Next, if there were no boundaries in technology, what’s one thing you’d want fixed for your role as a marketer today?

Douglas: I’d want creative assets to be made much quicker. When we’re posting and creating, it takes time. If I could think of an image or video and have it appear instantly, that’d be amazing.

Ernesto: Great. If there’s one repetitive task you could automate, what would it be?

Douglas: I’d automate the responses to clients about customization needs. Having a generator for tailoring specific equipment would be incredibly helpful.

Ernesto: Interesting. Lastly, what’s one piece of advice you’d give yourself if you were restarting your marketing career today?

Douglas: I’d focus on learning digital marketing earlier. When I started, I didn’t have the preparation I needed. Marketing is about awareness, trust, and engagement. Understanding that early and communicating effectively at each stage of the funnel would have made a big difference.

Ernesto: Great advice. Thank you so much, Douglas. We’re coming to the end of our show, but before we go, what’s the one thing people should remember about Steelmax Tools?

Douglas: Steelmax Tools is dedicated to helping customers succeed. Whether it’s keeping prices down or customizing solutions, we’re focused on making our clients more productive and profitable. We care about the customer, and we’ll make adjustments to ensure they succeed.

Ernesto: Perfect. For our listeners, check them out at steelmax.com—“The Tools of Innovation.” Douglas, it’s been a pleasure having you on today. To our listeners, thank you for tuning in. I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot, Douglas.

Douglas: Thank you. It’s been great.