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Building your manufacturing sales pipeline without the right sales enablement content is like running a machine without lubrication. It's gonna grind to a halt fast.  In manufacturing, your production line isn't the only thing that needs to run smoothly. Your sales pipeline also needs to be humming like a well-oiled machine. That's where manufacturing sales enablement content comes in. Manufacturing sales enablement content is the ultimate toolkit that powers up your sales crew to cut through the noise, speed up deal cycles, and convert leads faster than you can say "just-in-time delivery." Your manufacturing sales enablement content needs to show why your capability, quality control, and custom solutions make you the obvious choice. Further, you need content that speaks fluently about the factory floor and drills down into specs, certifications, and real-world ROI that decision-makers care about when choosing a manufacturing partner.  Sales enablement assets transform complex manufacturing jargon into clear, compelling reasons your prospects can't ignore. Whether you're targeting engineers, procurement pros, or C-suite decision-makers, the right content fuels every stage of the funnel. Here are 12 manufacturing sales enablement content ideas to build trust, break down barriers, and keep your pipeline running like an assembly line of leads: 1. Case Studies with ROI Callouts A case study is a detailed account of how your solution has solved real problems for a customer. Case studies don't just tell a story. They quantify it. Manufacturing buyers need to see real-world proof that your solution delivers measurable results. In your case studies, highlight specific outcomes like reduced downtime, improved output, or significant cost savings to show precisely how your solution performs in action. ROI callouts turn a typical case study into a powerful sales asset that helps prospects justify investment with clear, data-backed evidence. 2. Spec Sheets with Visual Summaries A spec sheet outlines your technical specifications and features. Your spec sheet should include key specs, but it should first lead with a quick-glance section designed for busy decision-makers. Think icons, short bullet points, and practical application notes that make it easy for engineers and non-engineers to get the gist fast. Visual summaries transform traditional spec sheets from overwhelming technical documents into digestible, visually engaging assets that speed up buyer evaluation without losing critical detail. 3. Interactive Solution Tours Interactive solution tours are digital experiences that allow buyers to explore your solutions in a hands-on way. They let buyers explore complex machinery or systems with a simple click. Interactive solution tours featuring 3D models, clickable diagrams, or short narrated demos replace hours of explanation and give prospects a hands-on way to understand features and benefits. Immersive experiences allow buyers to visualize how your solution fits their needs, making your complex technology approachable. 4. Industry-Specific Use Case Sheets Industry-specific use case sheets are modular one-pagers tailored to different industries like automotive, aerospace, or food production. Use case sheets to show exactly how your technology fits their unique workflows and pain points, speaking directly to their specific challenges. Industry-specific use case sheets show buyers the relevance and adaptability of your solution within their sector, increasing confidence and interest. 5. "What to Expect" Implementation Guides Implementation guides outline the process customers can expect when adopting your solution. Manufacturing buyers want clear insight into how your solution gets installed, integrated, and supported. Providing a straightforward onboarding or implementation roadmap builds confidence well before the sale closes. When buyers know what to expect at each step, from setup to ongoing support, it reduces uncertainty and smoothes the path to purchase. 6. Video Testimonials from Operators or Engineers Video testimonials are endorsements from the actual users of your solution, like plant operators or engineers. Skip the corporate speak and get honest feedback from plant operators, engineers, and floor supervisors that carry heavy weight in manufacturing. On-the-ground voices provide authentic, unscripted insights into how your solution performs day-to-day. 7. ROI Calculators or Cost Comparison Tools ROI calculators and cost comparison tools are forms that allow buyers to evaluate the financial benefits of your solution independently. Let buyers run the numbers themselves by inputting their specific variables and comparing your solution's cost against legacy systems or competitor offerings. Custom calculators make it easy to justify your price point, demonstrate potential savings, and accelerate the decision-making process. Further, price transparency builds buyer confidence so your sales teams close deals faster. 8. Manufacturing Sales Enablement Battle Cards Sales battle cards are concise, easy-to-access internal resources designed to equip your sales team with quick answers on your solution, competitive differentiators, and common objections. These quick-reference pocket guides allow reps to respond confidently and accurately during sales calls or meetings, so no opportunity slips away due to uncertainty. 9. Application Diagrams or "How It Works"  Application diagrams or "How It Works" infographics visually position your solution within the broader picture to clarify complex interactions and workflows. Show your solution in the context of their workflow, using clear visuals to illustrate how it interconnects, flows through processes, or improves overall efficiency. With application diagrams, buyers grasp technical integration points quickly to speed up evaluations. 10. Safety, Compliance, and Certification Briefs Safety, compliance, and certification briefs concisely present your adherence to industry regulations and standards. Cut through red tape and clearly state your ISO certifications or any industry-specific compliance like FDA, IATF, or AS . Providing this information upfront reassures buyers that your solution aligns with legal and safety requirements, mitigating risk and simplifying procurement processes, especially in highly regulated sectors like healthcare, food, or aerospace. 11. Editable Proposal Templates Editable proposal templates are customizable, professional frameworks designed to streamline and personalize proposal creation. Equip your reps with easy-to-use templates they can tailor to each prospect by inserting relevant case studies, pricing options, integration steps, and any specific buyer needs. Customized proposals improve win rates and shorten sales cycles by directly addressing buyer concerns. 12. FAQs for Technical and Non-Technical Buyers FAQs answer the most common questions buyers have, moving the sales process along faster. Segment your FAQs by audience to address the unique concerns of engineers, finance teams, and procurement specialists. Segmenting your FAQs delivers clear, relevant information tailored to each group's priorities. When buyers get the right answers quickly, it reduces confusion and back-and-forth, speeding up decisions and making the process smoother for everyone involved. When your manufacturing sales team has the right sales enablement content, closing deals feels less like a grinding press and more like a perfectly tuned assembly line. If you're ready to boost your sales pipeline with content that speaks your shop floor language and showcases your production strengths, we're here to help. Contact our team at Borrowed Pen , and let's build a custom sales enablement strategy that keeps your pipeline flowing like a well-fed conveyor belt and your production humming at full capacity.

You know your product inside and out. You've got the specs, the tolerances, and the test data, but when your buyer doesn't speak "technical." All that genius? It flies right over their head. Unless you have content that speaks directly to their needs. The right content bridges the gap between your engineering brain and your business brain. It helps you turn torque curves and sensor ranges into business outcomes decision-makers actually care about, like "cuts downtime by 22%" or "saved $100K in rework."  Now, if you're thinking, "We already have a product sheet." Perfect, but unfortunately, specs don't sell to non-engineers. Stories, use cases, and clear, bite-sized explainers that help buyers connect the dots without needing your expertise.  When your sales team has content marketing assets that actually speak the buyer's language, they'll have shorter sales cycles, fewer stalled deals, and a lot less time stuck on calls trying to explain the basic functionalities of your product. If your sales team ever feels like they need a whiteboard and a mechanical engineering degree just to get through a sales call, you're not alone. Selling complex solutions to non-technical buyers is a real challenge, but the right content makes it a whole lot easier. Here are some smart, straightforward tips to help your team create sales enablement content that converts non-engineers: 1. Start with Business Impact, Not Technical Detail Lead with problems solved, time saved, or ROI and not the materials, specs, or tolerances. Non-engineers care about how your solution improves operations, saves money, or reduces risk. Instead of: "Our system uses a closed-loop PID controller…" Try: "Cut waste and save 18% on energy costs with automated system control." 2. Use Visuals to Explain Complex Ideas Engineers love the details, but non-engineers need infographics, process diagrams, animations, or explainer videos to grasp the solution quickly. Instead of: Paragraphs and jargon. Try: Charts and diagrams.  3. Turn Features into Value Statements Don't just list specs. Connect every feature to a benefit that matters to a business stakeholder. Instead of: Language like "Redundant fail-safes." Try: Wording like "Continuous uptime, even during maintenance." 4.  Show How You Solve Their Real World Problems Use real-world scenarios to show how your solution fits into the buyer's world. Focus on how others like them solved problems with your tech. Instead of: Product sheets. Try: Use cases.  5. Keep Sales Enablement Content Short and Sweet Your buyer doesn't have time for a 20-page technical manual. Give them quick wins like one-pagers, 90-second takeaways, or a slide with just the need-to-knows. Instead of: Long-form technical documentation. Try: Executive summaries with benefits, results, and application. 6. Let Sales Reps Customize the Content Your sales team knows the buyer's pain points best. Empower them with the tools to tailor sales enablement content on the fly. Personalization builds trust and shortens your sales cycle. Instead of: Locked PDFs or one-size-fits-all brochures. Try: Editable decks, modular case studies, and build-your-own proposals. 7. Highlight Certifications, Safety, and Compliance Even if your buyers don't understand your tech, they do understand risk. Show them that you've done the homework on safety, standards, and compliance so they feel confident choosing you.  Instead of: Assuming your product "speaks for itself." Try: ISO standards, safety records, and compliance badges. 8. Show Your People, Not Just Your Product In high-stakes technical sales, buyers want to know they're working with smart, reliable people. Introduce your engineers, share behind-the-scenes stories, or show real humans in action. Relationships close deals, and content helps start them. Instead of: Endless product photos and bullet points. Try: Behind-the-scenes stories, engineer profiles, and short intro videos. If you're tired of your team doing double-duty as translators, let's fix that. We specialize in sales enablement for engineering companies because we know how engineers think, and we understand how non-engineers buy. We'll help you create content that turns technical depth into business value and helps your team close more deals with less explaining.   Contact Borrowed Pen's content engineering team to learn more .

We believe words shape our reality.  Every brilliant business innovation started as an abstract, intangible thought until it was articulated into words, shaping those ideas into something concrete.  Words build our brand identities, share our corporate values, and connect us with our ideal customers.  Choosing the right words for your marketing messaging doesn’t just sell your products and services, but defines the market itself.  Using a six-part strategy, we obsess over finding the perfect words that align the core truths of your brand with the intrinsic needs of your audience. Our mission at Borrowed Pen is to create communications that are heard, felt, and drive customer action.

When your business needs a technical writer, the first decision you have to make is whether to hire an in-house technical writer or contract the work. Both are excellent options that have significant benefits. Hiring in-house ensures that your writer has corporate knowledge, while contracting can be significantly more cost-effective. Here is when to hire a staff technical writer and when to contract with a freelance technical writer. When To Hire An In-House Technical Writer You are in a highly regulated industry that requires regularly updated documentation like user manuals, training materials, or quality and compliance documents.  Your documentation requires deep familiarity with your brand’s intellectual property, including technology, products, and processes. You need someone onsite to collaborate with your product development, engineering, and manufacturing teams.  You have contractual non-disclosure agreements with clients, government contracts, or intellectual property agreements that require strict security protocols. When To Hire A Freelance Technical Writer You have one-off projects like a technical proposal, case study, or product release notes.  You have budget limitations and need to save on costs related to salaries, employee benefits, and overhead.  You need specialized skills that your in-house technical writer does not have. (For example, an expert software documentation writer may not have the skills required for a market analysis.) Your technical writing team needs support on large projects like regulatory audits, product launches, or annual reports. Whether you should bring a technical writer on staff or contract the work out to a writing agency fundamentally depends on the volume of work, scope of projects, and amount of specialization required to create your documentation. If you’re still not sure which is best for your organization, Borrowed Pen can help. Submit an RFP here with details about your technical writing and documentation needs. Then, we’ll help you decide whether our technical writers are the right fit or if you should add to your team.

Pop on LinkedIn and half of the content marketing experts will tell you to post every single day on every channel because presence is everything, while the other half will tell you to post the highest-quality content on only your top-performing channels. So which is right? The truth, like in most cases, lies somewhere in the middle. The amount of content you publish depends on so many factors, from your industry to your goals to your budget, that there will never be one right answer. However, you can calculate how much content you need each month for sustainable growth. Here’s how: 1. Understand Your Buyer Persona’s Content Consumption Habits You need to be where your audience is because it doesn’t matter how much quality content you produce if they never see it. If your target demographic is in their 80s, they are not very likely to spend all their time on Snapchat and TikTok ( there are, of course, some incredible exceptions ). Instead, they will mostly use Facebook and YouTube. You can learn the demographics of different social media platforms here . Research where your audience is, and that is where you should concentrate your content efforts. The platform itself will define the frequency and timing of posts based on user engagement times. These are frequently changing, but you can get started learning them here . ProTip: Don’t limit yourself to just your best channels. Other channels with lower return on investment (ROI) may still be very worth your time and investment. They just shouldn’t be the same priority as your primary channels.   2. Clarify Each Stage Of The Buyer’s Journey Also, consider your buyer’s journey and sales funnel. How many stages are required from lead generation to close? How many stages of awareness, interest, consideration, intent, and evaluation until a customer makes a purpose? A business-to-business (B2B) business in heavy industry will have far more steps on its sales funnel than a business-to-customer (B2C) business selling everyday consumer products. Assess each of those steps and answer the following:  What does the customer need to learn at each step of the sales funnel?  Understanding what the customer needs to learn at each step of your sales funnel helps you determine the amount of content required to keep them informed. 3. Define Your Business Goals Are you looking to attract more website traffic, grow brand awareness, or convert more customers? How much content you produce will depend on your brand’s goals. Different goals require different types of content published at varying frequencies to be most effective. If you are clear on your overriding objective, it is easier to then determine how much content you will need to produce.  Content Marketing World has an excellent article about how to connect your business goals to your content goals . 4. Determine Your Content Types Once you have defined your business goals and understand your audience and their preferred channels, you can begin to define your content types. For example, if your primary channels are your website, Instagram, and Amazon, you will need images, content writing, and video. Content types could include: Website copy, landing pages, and product descriptions Blog posts, articles, and press releases Ebooks, white papers, and case studies Scripts for podcasts, interviews, and webinars Captions for video, infographics, and photography  Social media posts Email newsletters With this information, you can begin to build a content calendar. A content calendar is a planning tool typically using a spreadsheet that helps you organize all your posts for regular scheduling. It contains topics, content types, authors, publishing dates and times, and publishing platforms for upcoming content.  HubSpot has some really helpful, customizable content and editorial calendar templates  that can help you get started building your calendar. 5. Deliver Consistently Now, no matter the volume of content you need, consistency is not a gray area. Both search engines, including Google, Bing, and Yahoo, and social media platforms like LinkedIn and X (formerly Twitter) prioritize the content of brands that post consistently. Publishing content consistently improves user engagement, keeps the audience returning, and signals to algorithms that the content creator is active and reliable. Search engines and social media platforms prioritize consistent content creators by boosting their visibility and ranking because regular updates signal active engagement, trust, and reliability. Consistency can mean posting every day, but it doesn’t have to because the baseline for consistency is posting regularly, at least weekly. Consistency is only as impactful as the quality of your content. So, if maintaining consistency degrades your quality, you need to adjust your frequency.  6. Evaluate Your Company’s Content Capabilities Once you know how much content you need to create, you’ll need to figure out what you can realistically produce. Producing consistent quality content is challenging when you have resource constraints like a small marketing team, insufficient content creation tools, or a limited budget. If you can’t consistently create high-quality content, don’t take shortcut as rushed content is risky and might even hurt your brand. Instead, assess what you can manage with your available resources and produce at the volume you can handle at a quality that reflects your brand. From there, you can always hire content-writing experts  to help you with the rest. So, how much content is enough content? Following this strategy will help you find out. If you need any help with your content strategy or just a team of expert professional writers to pick up the slack, Borrowed Pen is here to help. Check our services and let us know how we can help . We’ll make sure that you produce only the high-quality content you need to achieve your goals.

If your email sequence isn't charming, your users will ghost you faster than a bad Tinder date. You've got them interested enough to trial your product. Now, you need to give them a reason to stay. The way you follow up during the trial makes or breaks your conversions, and email is your best shot at turning that curiosity into commitment. A good email sequence keeps them engaged, click by click, feature by feature, until upgrading feels obvious. It's not about hard selling. It's about showing up with the right message at the right moment so your free trial doesn't end in silence and unsubscribes. Here are some email sequences our Saas customers have had high conversions with, try them for your own product: 1. Founder's Welcome & Storytelling Sequence Email 1:  A personal welcome from the founder, sharing the company's mission and the problem it aims to solve. Email 2: Highlight a common user problem and demonstrate how your product addresses it, using visuals like screenshots or videos. Email 3: Introduce premium features and the benefits of upgrading. Email 4: Share a customer success story or testimonial to provide social proof. Email 5: Create urgency with a limited-time offer to encourage upgrading.  Why it works: A personal welcome from the founder humanizes your brand and builds trust. Sharing the company's mission and the problem it aims to solve creates an emotional connection with users. How it works: The sequence starts with a heartfelt welcome email from the founder, followed by emails that highlight common user problems and how your product addresses them. It introduces premium features, shares customer success stories, and concludes with a limited-time offer to encourage upgrading. Benefits: You'll foster a personal connection, build credibility, and motivate users to upgrade by showcasing real-world applications and benefits of your product. 2. Behavior-Based Engagement Sequence Email 1: Welcome email with a brief tutorial to get started. Email 2: If the user is inactive, send a gentle reminder highlighting key features. Email 3: For active users, introduce advanced features or tips to maximize value. Email 4: As the trial nears its end, summarize the benefits they've experienced and prompt upgrading. Email 5: Post-trial, solicit feedback to understand their experience and address any concerns.  Why it works: Tailoring content based on user interactions increases relevance and engagement. It ensures users receive information pertinent to their usage patterns, enhancing their experience. How it works: The sequence begins with a welcome email and a brief tutorial. Subsequent emails are triggered based on user behavior. You'll send reminders to inactive users and introduce advanced features to active ones. As the trial nears its end, it summarizes the benefits they've experienced and prompts upgrading. Benefits:  Personalized communication keeps your users engaged, addresses their specific needs, and increases the likelihood of conversion by demonstrating the product's value in their context. 3. Educational Content Sequence Email 1:  Welcome email with links to guides on getting started. Email 2: Share a blog post or video tutorial on best practices. Email 3:  Introduce an eBook or whitepaper relevant to their industry. Email 4: Invite them to a webinar or live demo session. Email 5: Recap the educational resources provided and suggest upgrading for more advanced features. Why it works: Providing valuable information positions your brand as a helpful resource. Educated users are more likely to see the value in your offering and convert to paying customers. How it works:  The sequence offers getting started guides, shares blog posts or video tutorials on best practices, introduces relevant eBooks or whitepapers, invites users to webinars or live demo sessions, and recaps the educational resources provided, suggesting upgrading for more advanced features. Benefits: You enhance user knowledge, build trust, and demonstrate your commitment to their success, making them more inclined to invest in your product. 4. Trial Expiry Countdown Sequence Email 1:  Mid-trial check-in, highlighting features they haven't explored yet. Email 2:  Reminder that the trial is ending in 3 days, emphasizing the benefits of upgrading. Email 3:  Final day reminder with a special offer or discount to prompt immediate action.  Why it works: Creating a sense of urgency as the trial period ends prompts users to take action. Reminding them of the trial expiration triggers the fear of missing out (FOMO). Best Business Administration Tools How it works:  Mid-trial, users receive a check-in email highlighting unexplored features. As the trial nears its end, they receive reminders emphasizing the benefits of upgrading and a final day reminder with a special offer or discount to prompt immediate action. Benefits: You can leverage urgency to motivate users to make a purchasing decision, increasing conversion rates. 5. Post-Trial Feedback & Re-Engagement Sequence Email 1: Thank them for trying the product and request feedback on their experience. Email 2: Address common concerns or objections based on feedback received. Email 3:  Offer a limited-time discount or extended trial to re-engage them. Email 4:  Share updates or new features added since their trial ended. Email 5: Final call to action, emphasizing the value and improvements made. Why it works: Understanding user experience and addressing concerns can re-engage users who didn't convert during the trial. Soliciting feedback shows that you value their opinions and are committed to improvement. How it works:  After the trial ends, users receive a thank-you email requesting feedback. Subsequent emails address common concerns based on the feedback, offer limited-time discounts or extended trials to re-engage them, share updates or new features added since their trial ended, and make a final call to action, emphasizing the value and improvements made. Benefits: You can identify and overcome barriers to conversion, re-engage users, and demonstrate your dedication to meeting their needs, potentially turning hesitant users into paying customers. Remember, your free trial users are potential customers waiting to be convinced. By implementing strategic email sequences, you can guide them from mere interest to full commitment. It's about timely communication, showcasing value, and making the upgrade path irresistible. If you need more ideas or would like to tailor these strategies to your brand, we can help. Email us at hello@borrowedpen.com  to get started.

Gartner predicts that by 2026 , traditional search engine volume will drop by 25%, with search marketing losing market share to AI chatbots and other virtual agents. AI chatbots like ChatGPT and Claude are no longer just content-generation tools. They're competitors for your audience's attention. These chatbots provide direct answers, reducing the need for users to click through to your website. In fact, studies predict that AI-generated answers could lead to an 18%-64% decline  in organic clicks. However, this is not the end of SEO. It's just time to expand your digital marketing strategy to SEO 2.0 . SEO 2.0 is a multichannel strategy that includes AI chatbots. Brands like Ramp, Indeed, and Chivas Brothers  are already developing tools to monitor and influence how often and positively their names appear in chatbot responses. Yet this is only part of the story. While AI was growing, so was Google. In fact, traditional queries are up 20% . So, it's not quite time to switch all your fintech content to an AI focus. How Should Fintech Companies Allocate SEO Efforts? Given the changing landscape, here's how fintech companies should think about dividing their SEO efforts: 25% AI Chatbot Optimization:  While AI chatbots are on the rise, they still account for just a small part of search behavior. To optimize for AI, focus on structured data, clear, concise answers, and authoritative content that chatbots can easily pull from. 50% Traditional Search Optimization:  Google's search engine is still the dominant force in digital marketing. Continue optimizing for traditional search engines, but keep in mind that the return on investment may decrease as AI-driven responses become more prevalent. 25% Brand Visibility and Direct Traffic:  Invest in strategies that enhance brand recognition and encourage direct visits to your site, such as content marketing, social media, and email campaigns. These are our recommendations to serve as a starting point. However, you'll want to tweak them as you grow based on the specific preferences of your audience. Depending on your demographic, you might focus more on traditional search or lean into AI LLMs. Just make sure your strategy matches the consumer behavior of your target demographic. We'll Help You Find The Balance The way your ideal customers find you online is changing. With AI chatbots increasingly handling user queries, it's essential to optimize for these tools in addition to traditional search. By shifting to SEO 2.0 to include chatbot visibility, traditional search, and brand-building strategies, you can ensure your fintech company remains in the top results.  Want an SEO 2.0 content marketing strategy for your fintech company? Email us now at hello@borrowedpen.com .

A good product demo video is like a sales rep who works 24/7 and doesn't ask for PTO. Stop hiding it in the footer. If you're only posting your SaaS demo video in one spot and calling it a day, you're burning perfectly good pipeline. We've spent enough time in the trenches to know that product videos are serious assets that convert viewers into buyers. If you've already invested in a solid demo, it deserves to be seen. We're talking placement strategy, multi-channel distribution, and CRO-minded deployment. Your MRR depends on visibility, not just production quality.  Here are some ideas for where to post to get more mileage out of your demo videos: Your Website:  Embed demo videos on your homepage, product pages, and a dedicated demo page to give visitors an immediate, hands-on feel for your software. Also, include them on pricing pages to ease purchase anxiety. YouTube:  Post full-length demos and feature walk-throughs. It's a great SEO tool and helps potential users who search for solutions find your product. LinkedIn:  Share demo clips on your company page and personal profiles. Short, engaging videos with captions work best for a B2B audience. Twitter (X):  Use short, eye-catching snippets to highlight features or product updates. Pin your best demo clip to your profile for quick visibility. Meta (Facebook, Threads, & Instagram):  Use Reels, Stories, and feed posts to share quick, polished demos of visual or user-friendly products. These platforms are also great for paid ads, where a solid demo can drive clicks and signups. G2, Capterra, and Review Platforms:  Upload your demo to build trust and show off functionality directly on the pages where people compare products. Email Campaigns:  Include demo videos in onboarding emails or nurture sequences. Use animated GIF previews linked to the full demo to boost engagement. Community Forums or Groups (like Reddit, Slack, Discord, Indie Hackers):  In communities where your target users hang out, a helpful post with a demo can gain traction, especially in threads about tool recommendations or use cases. Online Courses or Webinars:  If you're doing educational content or tutorials, slot in short demo clips to show your software in action. Landing Pages for Paid Ads:  If you're running PPC or social ads, direct people to landing pages with short demo videos to improve conversion rates. A good video can lower bounce and shorten the decision-making process. Just as a bonus, here are a few more ways you can use your product demo video in your SaaS marketing:  Sales Presentations or Proposals:  Customize and embed demo clips in decks or proposal links to personalize outreach and help prospects visualize your product without booking a full call. Investor Pitches or Decks:  If you're fundraising, include a 30 to 60-second demo clip to show traction and usability at a glance especially helpful for technical products. Trade Show Displays or Booth Screens:  At in-person events or virtual expos, looping your demo video helps catch attention and explain your product without needing constant explanation. App Stores (like Shopify App Store, Salesforce AppExchange, Chrome Web Store):  If you're listed in an app marketplace, include your demo video in the listing to increase installs and give users immediate clarity on what your app does. Press Kits or Media Outreach:  If you're pitching to journalists or tech writers, a demo video helps them understand the product faster, which increases your chance of coverage. Google Business Profile (if applicable):  For location-based SaaS businesses (coworking tech, scheduling tools, etc.), add your demo video to your Google Business listing to give walk-in clients or local traffic a quick overview. Internal Training for Sales or Success Teams:  Use demo videos to train your teams faster, ensuring everyone is aligned on how to present your product clearly and consistently. Customer Support or Onboarding Tools:  Embed demo videos in tools like Intercom, Help Scout, or Zendesk to help users self-solve and learn features faster. Demo videos are a game-changer, and distributing them across the right platforms can boost engagement, trust, and conversions. Whether it's in your sales pitches, social media, or email campaigns, there's no shortage of places to make your product stand out.  If you want to make sure your demo videos are working as hard as possible for you, we've got your back. Shoot us an email at hello@borrowedpen.com , and let's talk about how we can help you take your content further.

When the numbers are clear, so is the decision. Here's how to showcase the ROI of your products and services.  In B2B, you're not just selling a service. You're selling results, outcomes, and "oh wow, this was actually worth it." Yet, most clients still need a little hand-holding when it comes to connecting cost to value. That's where clear messaging and the right tools can do the heavy lifting, so you don't have to keep redoing the math on every sales call. Here are some tools to add to your marketing tool kit that can help you make the ROI on your products and services crystal clear: 1. ROI Calculators: Let them run the numbers themselves. Whether it's hours saved, revenue gained, or costs avoided, a simple calculator on your site gives them instant clarity—and makes your sales team look like heroes. 2. Total Cost of Ownership (TCO) Comparisons: Perfect when you're not the cheapest, but definitely the smartest. Show how upfront costs balance out over time with lower maintenance, faster onboarding, fewer mistakes, or better retention. Numbers talk, and these tell the whole story. 3. Value Messaging Frameworks: Not every buyer reads spreadsheets. Some need punchy headlines and proof points. Build messaging that spells out financial wins in human terms. "Saves 20 hours a week" lands harder than "automates workflows." 4. Visual Overviews or Infographics: Turn dense ROI data into something scannable and shareable. Especially helpful for champions who need to sell your solution internally. Give them a one-pager that does the talking for them. 5. Case Studies That Quantify the Win: A feel-good story is great. A story with results like "increased demo conversions by 32% in 60 days" is even better. Make sure every case study includes hard numbers, not just happy clients. 6. Sales Cheat Sheets: Give your reps pre-loaded talking points that explain ROI in different buyer languages. CFOs want cost savings, ops leaders want efficiency, and product teams want time back. Make it easy for your team to match the message to the mindset. 7. Payback Period Calculator: Sometimes, clients just want the basics: "How long until I make my money back?" This tool shows them exactly when they'll break even and start seeing profits. It's an easy win for both sides when you're dealing with investments that require a little patience. 8. Benefit-Cost Ratio (BCR) Analysis: Not everyone loves spreadsheets, but for the ones who do, a BCR is a great way to show them exactly how every dollar spent is expected to bring back multiple dollars in return. It's simple math and really compelling. 9. Customer Lifetime Value (CLV) Calculator: When you're focused on long-term success, showing the full picture matters. CLV calculators help your clients see the big value their investment can bring over time, turning that one-time purchase into a multi-year relationship. Think of it as showing the forest, not just the trees. 10. Interactive Savings Calculator: Everyone loves a good "what-if" scenario. Use this tool to let clients plug in variables and see how different choices or options impact their ROI. It's a great way to let them test out scenarios, get excited, and understand the financial potential in ways that feel more interactive than just a proposal. Need help building the calculators, case studies, and value props that make your ROI story sell itself? We'll help you create smart, client-ready content that connects the dots. You'll be able to pitch smarter, close faster, and never explain ROI twice. Shoot us an email at hello@borrowedpen.com , and let's do the math.

If a customer visits your website, they're looking to understand who you are and what you do. Having the right content in place helps them explore your capabilities and feel confident reaching out. Your buyers want to know you've done this before, and you know your stuff. Your website content part is all about building credibility and removing doubt. Let's be honest. Anyone can say they make quality parts, but showing it? That's where your website content comes in.  Here are the website content trust signals that help you win contracts and get shortlisted faster: Case Studies: Highlight successful projects and demonstrate how your solutions solved customer problems, showcasing your experience and expertise. Customer Testimonials: Display reviews from satisfied clients to build credibility and highlight your reliability and quality. Certifications & Compliance: Show your industry certifications and compliance with relevant standards to build trust and demonstrate your quality assurance. Product Demos or Interactive Features: Use interactive demos or videos to help visitors understand how your products work or how to use them. Manufacturing Process Overview: Explain how your manufacturing process works, highlighting quality control and efficiency. Sustainability Practices: Show your commitment to eco-friendly practices and sustainability in your manufacturing process to appeal to environmentally-conscious customers. Process Flow Diagrams: Provide clear, easy-to-understand flowcharts or diagrams that explain your manufacturing process from start to finish. Diagrams are great for potential clients to see your efficiency and precision. Engineering Drawings & CAD Files: Make available detailed technical drawings, blueprints, or CAD files for your clients or partners to download, particularly if you're dealing with custom orders or products. Product Lifecycle Information: Explain the stages of product development, from concept to prototyping and final production, so customers can understand the care and attention you give to each stage. Quality Control & Testing Protocols: Detail your quality control processes and any testing protocols that ensure your products meet high standards. You could include certifications, inspections, or standards compliance. Materials Sourcing Information: List out where and how you source your materials, showcasing ethical practices or sustainability efforts, which can help build trust with eco-conscious clients. Production Capabilities Overview: Showcase your manufacturing processes, production capacities, and any specialized equipment or technology you use. Your capabilities overview lets potential clients know if your operations can meet their requirements. Manufacturing Partnerships or Supply Chain Network: Feature your key partners, suppliers, and any collaborative ventures, offering insight into your reliable and well-established supply chain. Production Capacity & Scalability: Highlight your ability to scale production to meet high demands or large orders, reassuring clients that you can handle growth and larger volumes when needed. If applicable, include information on any additional services like assembly, kitting, or packaging that are part of your manufacturing offering. Outline the types of custom or bespoke products you can manufacture, explaining how you tailor solutions to meet individual client needs. Maintenance & Service Offerings for Manufactured Products: If you offer long-term support or maintenance for your products, include this section to show you're committed to your customers even after delivery. Your content is the part that seals the deal. Certifications, case studies, testimonials, and helpful blog content give buyers confidence that they're in good hands. We'll help you turn your track record into a content library that supports your sales, backs up your capabilities, and sets you apart in a competitive market. Even a few key pieces can go a long way.  If you're too busy to write or just want to hand it off, we've got you covered. Email us at hello@borrowedpen.com , and we'll get your trust-building content up and running.

The real point of your website is to convert visitors into customers. These five helpful user features make it easy to buy from you. Engineers, project managers, and procurement teams aren't browsing. They're hunting. They need fast answers, specs, timelines, and file uploads. If your website doesn't have helpful user features, you're making it harder for serious buyers to say yes. Here are the tools we recommend to manufacturing companies that make your site useful to customers, not just pretty: Supplier or Partner Portal: Provide a login area for suppliers or partners to access order forms, documents, and other essential resources. Request a Quote Form: Allow potential customers to quickly request pricing based on their specific needs or project details. Bill of Materials (BOM) Access: Provide a detailed BOM to clients or suppliers who need insight into the materials used in their products, helping with transparency and streamlining procurement. Lead Time Calculator: Offer an interactive tool for customers to estimate production times based on order complexity and quantity, making it easier to set expectations. Manufacturing Facility Tours (Virtual): Show off your production line and facilities through virtual tours or scheduling in-person visits to demonstrate your capabilities and commitment to quality. When your manufacturing website gives buyers the tools they actually need, they can move from curious to committed way faster. We'll help you build smart, simple conversion tools that speak your buyers' language and support your sales team 24/7. It's not just about looking good online. It's about making your website work for you. If you're short on time or not sure where to start, email us at hello@borrowedpen.com . We'll help you make it happen without the headache.

With the right core web pages in place, your site works 24/7 to show people what you do, who you help, and how to get started. The first step to turning your manufacturing website into a sales tool is getting the core pages in place. Think of this as your site's foundation. You'll explain the who, what, where, when, why, and how of your business. Here is what we recommend as the basic web pages for a manufacturing company website:  Homepage: Your homepage is your digital front door. It should quickly explain who you are, what you make, and who you serve.  Contact Information: Make it easy for visitors to get in touch with clear contact details and an accessible inquiry form. About Us Page: Describe your company's history, mission, and core values to build trust and show your industry expertise. Product or Service Pages: Detail your products or services, including specs, features, and benefits, with images to give customers a clear understanding of what you offer. Blog: Share industry insights, company news, and product updates to stay relevant and boost SEO. FAQ Section: Address common questions about your products, services, and processes to save visitors time and improve user experience. Privacy Policy and Terms: Ensure visitors know how you handle their data and provide legal protection for your services. Warranty & Support Info: Outline product warranty details and after-sales support to assure customers about product longevity and assistance. Shipping and Returns Policy: Clarify your shipping process, costs, and return policies to manage customer expectations. Careers Page: Post job openings and highlight your company culture to attract skilled talent. Ready to finally get your website's foundation in place? From a homepage that makes what you do crystal clear to service pages, industries served, and contact info that's easy to find. We'll help you build a clean, professional site that works as hard as you do.  A few strong pages can make all the difference when it comes to getting found, building trust, and staying top of mind. You've got the expertise. We'll help you show it off.  Email us at hello@borrowedpen.com , and we'll help you get it done without slowing down your day.