Developing a Digital-first Marketing Strategy for Security Solutions | Eric Howard from Troy Group

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 at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Eric, Director of Marketing with Troy Group. How are you doing today, Eric?

Eric Howard: Hey, doing well, how are you?

Ernesto: I’m doing great. It’s great to have you on. I’m sure our listeners are tuning in, wondering what Troy Group is all about. There’s a lot in store for them because you guys do some incredible things. So let’s give them what they came for. Eric, in your own words, tell us a little bit more.

Eric: Yeah, Troy is a security solutions company, and what that really means is that anything secure, Troy does. We’ve been around for 60 years. Some cool highlights from the past 60 years include our role as a MICR printing company. MICR stands for magnetic ink character recognition—those funny numbers you see on your checks that connect to your bank account. That’s what Troy prints.

We developed MICR technology and even created the IRS check that’s still in circulation today. Thirty years ago, we partnered with HP and became their only OEM manufacturer. That means we can modify an HP printer to make it MICR, and HP still honors their warranty.

Beyond check printing, we also do secure document printing like UV printing, and we have great check printing software. Most people think you can just grab check paper and print from any printer, but you can’t—it would make fraud way too easy. Troy excels in securing both online and hardware solutions.

We also have a patented ink that prevents fraudsters from manipulating checks. If someone tries to forge a check through washing, our ink bleeds and invalidates the check. Plus, everything is made in the USA, right in Wheeling, West Virginia.

Ernesto: Oh, definitely. That’s great to hear. It gives our listeners a good understanding of Troy Group. So, what would you say is a key problem that you solve for your clients?

Eric: The key problem is check security. In 2023, there’s been a rise in check fraud, as reported by outlets like The Wall Street Journal, The New York Times, and The Washington Post. People are stealing checks from mailboxes—it’s an easy way to scam money.

The good thing about Troy is that our patented technology makes our checks impossible to wash. Fraudsters can’t change the payee or the amount. It’s exciting to be on the frontlines of this issue as check fraud continues to rise.

Ernesto: That’s awesome to hear. I think we’ve all seen the movie Catch Me If You Can, you know?

Eric: Oh yeah! Funny you mention that—my content marketer wants to do a blog series called “Famous Fraudsters.”

Ernesto: Definitely! Like you mentioned, it’s about constantly improving and staying ahead. But there’s always going to be someone trying to find a way in, right?

Eric: Exactly. And people think printing is going away, but it’s not. Businesses are still printing millions of checks daily. It’s an exciting and growing segment of the industry.

Ernesto: That’s great to hear. So, how does someone typically find out about Troy Group? Is there a top client acquisition channel?

Eric: Our website, troygroup.com, is the top channel. We also partner with industry organizations like the ABA. For my team, it’s all about a digital-first strategy, driving leads to our sales team through organic search.

Ernesto: Great stuff! For our listeners, you can check them out at troygroup.com. Eric, what role does the website play in client acquisition?

Eric: It plays a huge role. It’s our main source of inbound leads and serves as our calling card. Instead of printing tons of sales sheets, we direct people to our website, which also includes an online store.

Ernesto: Awesome! Any tips or methods for lead generation?

Eric: Lead generation today is all about Google. Staying on top of SEO and organic search is crucial. Paid search is good, but organic search yields the best results.

Ernesto: Definitely agree. Let’s switch gears a little. Eric, as Director of Marketing at Troy Group, what are some key tasks you focus on day-to-day?

Eric: My main focus is keeping the team motivated and on task. I’m a big believer in goal setting—both short-term and yearly goals. Removing barriers for my team so they can grow their careers is key to producing great work.

Ernesto: Great insight. Let’s move to our rapid-fire round. Are you ready?

Eric: Sure, let’s go.

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

Eric: The last book I read was Think Big, Act Bigger by Geoffrey Hazlett. He’s the former CMO of Kodak. I also met him this past summer. Right now, I’m reading Blink: The Power of Thinking Without Thinking by Malcolm Gladwell.

Ernesto: Awesome! What’s one thing your company is focused on most right now?

Eric: Increasing brand recognition, especially around our patented MICR technology. We want to highlight that we’re a secure, U.S.-made alternative.

Ernesto: Great! If there were no boundaries in technology, what’s one thing you’d want fixed for your role as a marketer?

Eric: I’d dive deeper into AI to make marketing more personal. The possibilities with data processing are fascinating, and it’s the next big thing in our industry.

Ernesto: Agreed. Any repetitive tasks you’d love to automate?

Eric: Honestly, not much right now. I enjoy my interactions with the team and cross-functional collaboration. Maybe just automate my drive to work!

Ernesto: Haha, fair enough. Lastly, what’s one piece of advice you’d give yourself if you were starting over as a marketer?

Eric: Focus on marketing with a minor in computer programming. Understanding programming is so important today, and it helps you stay ahead in the industry.

Ernesto: Fantastic advice! Eric, thanks so much for joining us today. If someone forgets everything about the interview, what’s the one thing they should remember about Troy Group?

Eric: Troy means trusted and secure. Visit troygroup.com to learn more.

Ernesto: There you have it! Thanks again, Eric. To our listeners, thank you for tuning in. See you on the next episode of Pathmonk Presents.

Eric: Thank you so much.