Wyoming Machinery - Interview Notes
Jan 22, 2026 | Marketing/Design | For your eyes only
Company Quick Facts
- 56 years in business (1969)
- 501-1,000 employees
- 7 locations across Wyoming
- 16 of 23 Wyoming counties
- Core: CAT dealer (sales, rental, parts, service)
- Also: Terex/Manitex cranes
- Also: Power generation EPC (Energy Solutions WMC)
- Markets: Mining, Oil & Gas, Construction, Government
Digital Problems I Found
| Issue | Data | Impact |
|---|
| Mobile Speed | Score: 40/100 | Field workers can't use site |
| Page Load | 15.8 seconds | Losing leads |
| Reviews | 31 reviews in 56 years | Social proof gap |
| YouTube | 200 videos not on site | Wasted content |
| Meta Ads | 0 active campaigns | Have pixels, not using |
Opening Lines That Show Homework
"I noticed your mobile PageSpeed score is 40 with a 15.8 second load time. For field workers checking equipment specs on their phones, that's costing you leads."
"You have 200 YouTube videos that aren't integrated into the website - that's content you've already created that could be working harder for you."
"31 Google reviews for a 56-year company means there are a lot of happy customers who haven't been asked. That's low-hanging fruit."
B2B Marketing - Key Points
The Fundamental Shift from Retail
| Retail | B2B Industrial |
|---|
| 1 person decides | 5-10 person buying committee |
| Minutes to decide | 3-18 months |
| Marketing closes sale | Sales closes, marketing supports |
| Impressions matter | Relationships matter |
The Buying Committee
- Operator: "Is this easy to use?" → Product videos
- Fleet Manager: "Does it meet specs?" → Spec sheets
- CFO: "What's the ROI?" → Case studies with numbers
- Owner/VP: "Can I trust them?" → References, credibility
- Procurement: "Compliance?" → Capabilities statement
Automation Quick Wins (HubSpot)
| Automation | Impact | Effort |
|---|
| Post-service review request | 3-5x reviews | 2-3 hrs |
| Lead nurture sequence | No more lost leads | 4-6 hrs |
| Abandoned quote follow-up | Recover dead deals | 2-3 hrs |
| Service reminders | Drives service revenue | 3-4 hrs |
| Rental → Purchase conversion | Upgrade renters | 3-4 hrs |
AI Efficiency Gains
| Task | Before | After |
|---|
| RFP/Proposal | 8+ hours | 2 hours |
| Quote generation | 30 min | 5 min |
| Case study | 4+ hours | 1 hour |
| Equipment listing | 15 min | 2 min |
| Email response | 5 min | 30 sec |
RFP Response Library Structure
/proposals/
├── boilerplate/ (company-overview, safety, certs)
├── capabilities/ (sales, rental, parts, power-gen)
├── case-studies/ (mining, construction, government)
└── equipment-specs/ (by category)
Custom Voice System - Differentiator
The pitch: "Generic AI sounds like generic AI. My system learns from your winning RFPs, sales emails, and marketing materials to create a voice profile. AI drafts sound like Wyoming Machinery wrote them - not a robot."
| AI Slop | Wyoming Voice |
|---|
| "Leveraging synergies" | "Working together" |
| "Best-in-class solutions" | "Reliable equipment" |
| "Committed to excellence" | "56 years keeping you running" |
| "Comprehensive service offerings" | "Parts, service, rental—all local" |
90-Day Plan Summary
Days 1-30: Quick Wins
- Image optimization (mobile speed)
- Embed 10 YouTube videos
- Review request workflow
- Meet with sales team
Days 31-60: Foundation
- 3 equipment one-pagers
- 2 case studies
- Email templates in HubSpot
- LinkedIn content calendar
Days 61-90: Scale
- ABM for top 20 accounts
- Customer newsletter launch
- Lead nurture sequences
- Government capabilities statement
Questions to Ask Them
- "What does success look like in this role after 6 months?"
- "Who will I be working with day-to-day?"
- "What's driving the most leads currently - organic, paid, or referrals?"
- "What's the biggest marketing challenge you're trying to solve?"
- "Is there budget for paid advertising, or primarily organic focus?"
- "What percentage is mining vs construction vs oil & gas?"
Red Flags
- "We've never really done digital marketing" → No buy-in
- "The last person left after 6 months" → Ask why
- "You'd report to the CFO" → Marketing not prioritized
- "We just need someone to post on social media" → Undervalued
Key Talking Points
"Marketing exists to support sales, not replace the relationship."
"You have 200 YouTube videos and HubSpot already - let's use what you have before adding new tools."
"The goal isn't more leads, it's better leads. A mining procurement manager is worth more than 100 random visitors."
"I'd want to spend the first 30 days listening to your sales team before building anything."
"LinkedIn is where your buyers are. You have 6,000 followers - that's 10x your main competitor."
Competitors
| Company | Notes |
|---|
| Tractor & Equipment Co. | CAT dealer since 1929, 3,796 IG followers (you have 3,289) |
| RDO Equipment | John Deere dealer, different brand |
| Bobcat of Casper | Compact equipment only |
You're winning LinkedIn (6,000 vs their 647). Own that channel.
Salary Range
$50-70K (entry/mid) | $70-90K (senior) | $90-120K (director)
Casper COL ~15% below national avg. Ask about vehicle allowance.
Documents
Good luck. You've done the work.