Growth in Smart Asset Management Solution | Alex Bolan from DigitalThinker

Rick Veronese: Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in the 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, much more, stay relevant to your visitors and increase conversions by more than 50% in three simple steps. Add Pathmonk to your website. Let the artificial intelligence do all the work and increase conversions by more than 50% while you keep doing marketing as usual. Check us out on pathmonk.com. All right. Welcome to today’s episode. Let’s talk about today’s guest. We have Alex, director of sales and marketing at Digital Thinker. Digital Thinker is the best-in-class management solution for tracking assets and digitalizing maintenance operations. Alex, good to have you here today. How’s it going?

Alex Bolan: Good, Rick. Thanks for having me. Excited to be here and very tickled that you’ve reached out and we could do this today. So I’m thrilled, man.

Rick Veronese: Amazing, amazing. So, I just talked briefly about Digital Thinker. I want to hear it from you. In your own words, what’s the heart of what your company does? How would you describe it to someone new?

Alex: Sure. So let’s imagine a workplace where confidence reigns, uncertainty vanishes, and teams are absolutely thriving. We help companies in the manufacturing industry or asset-intense industries achieve this vision and operational excellence through the power of a product known as Hexagon’s Enterprise Asset Management. This comes through effective asset management and consulting practices, rallying your entire company behind a centralized vision, and paving the path forward to operational excellence, creating certainty and confidence among every team member in your company.

Rick Veronese: Okay, that sounds complex and quite impressive. So which type of businesses or industries do you feel you’re able to serve the best? Specifically, what’s the core problem that you solve for them, and what can they expect when they come to you?

Alex: Yeah, sure. As I mentioned, we serve anyone in manufacturing—though that’s a catch-all, as there are many verticals inside manufacturing. But that’s not the only piece. Any company that is asset-intense could benefit. By “asset,” I mean physical pieces of equipment—or even, in some cases, people—generating revenue for your company. That could include industries like forestry (turning lumber into wood products or paper), renewable energy, utility services, food and beverage production, automotive suppliers, pharmaceutical companies, and medical device manufacturing, just to name a few.

For these industries, we empower individuals and companies through technology to confidently deliver their products, meet their planned yield, and do so safely and reliably. Ultimately, this drives profit margins by reducing overspending. We assess maintenance, storeroom inventory, operational aspects, and physical asset management. Then we empower you through technology, such as Hexagon EAM, to identify choke points, streamline processes, and create a reliable asset program. This brings certainty to your day and provides a safe place for your team to work.

Rick Veronese: Right. Okay, interesting. So it sounds like it’s not just about maximizing revenue but also about improving workforce productivity and related aspects. Is that correct?

Alex: Yeah, absolutely. It’s about more than just revenue. For example, we can make life easier for maintenance technicians by providing tools like software and mobile devices with all the work order history, parts inventory, and task instructions ready for them. Instead of scrambling to figure out how to fix something, they have the data in their hands and can confidently complete tasks efficiently. This instills confidence, optimizes their workflow, and ensures your operations run smoothly.

Rick Veronese: That’s powerful. Let’s pretend I’m someone in manufacturing. How would I typically find out about you? And what are your top acquisition channels?

Alex: Sure. It’s usually twofold: referrals and Google searches. Referrals are key—clients who’ve had success with us often share their experiences with colleagues or at industry conferences. Then there’s Google, where people search for terms like “asset management” or “Hexagon EAM.” They find us, visit our site, and engage from there.

Rick Veronese: Okay, fair enough. So, your website seems like a critical component. How important is it in attracting clients, and does it have any standout strengths or areas for improvement?

Alex: Our website is the most critical piece of our digital footprint—more important than LinkedIn or email campaigns. But we’re actively working to improve it. For example, while we get high traffic (sometimes up to 1,000 visits a day), our conversion rates are less than 1%. We’re focusing on simplifying our message, improving navigation, and providing clear calls to action to guide visitors more effectively.

Rick Veronese: Makes sense. Now let’s talk about you as a leader. What are the key tasks you focus on in your day-to-day work?

Alex: My day starts with analytics—website traffic, organic leads, and pipeline stages. Then, I lead a daily meeting with sales and marketing to prioritize tasks. We identify the most critical tasks that drive revenue or support long-term goals. Beyond that, I monitor P&L statements and work on strategies to move the needle closer to success.

Rick Veronese: Got it. Let’s jump into some rapid-fire questions. Ready?

Alex: Let’s do it.

Rick Veronese: What’s the most recent book you picked up, and why did it stick with you?

Alex: Building a StoryBrand by Donald Miller. It gave me the tools to simplify our messaging and better connect with our audience.

Rick Veronese: If there were no limits with technology, what’s one thing you’d love to solve as a marketer?

Alex: An AI tool that could instantly translate the marketing ideas in my head into tangible designs or campaigns.

Rick Veronese: If you could automate one repetitive task, what would it be?

Alex: Driving to the office. A self-driving car or teleportation would save me valuable time every day.

Rick Veronese: Looking back, what advice would you give to your younger self when you were starting out as a marketer?

Alex: Stop focusing on what makes you great. Instead, focus on how you can help your audience and solve their problems. Ask questions, listen, and provide value.

Rick Veronese: Spoken like a true leader. Alex, thank you for being on with us today. If someone forgets everything about this interview, what’s the one thing they should remember about your company?

Alex: We’re all about making your life easier. We’re a family-owned, veteran-led company dedicated to helping people succeed.

Rick Veronese: Perfect. Thanks again, Alex!

Alex: Thank you, Rick.