Josh Brown
Founder, Mettle
I’ve launched products, sold equipment and built pipeline for the companies that make them. At Mettle, you work directly with me, from the first technical conversation to the follow-up after the sample test.
GTM strategy + execution for technical manufacturers
Make complex
products easier
to buy.
01 / Why Mettle
Our marketing and sales experience comes from inside advanced manufacturing, including lasers and photonics. We speak your engineers’ language, know how your products are bought, and turn complex specs into a business case the right buyers trust.
02 / How we help
Go-to-market strategy and execution for technical manufacturers. We help you decide which markets and buyers to go after, build the marketing that reaches them, and support your sales team until interest turns into orders.
01Product + market
Find your buyers
We study your product and its applications, identify the right markets and buyers, and define how to position it.
- Product capability + application research
- Market + competitor research
- Buyer profiles + account targeting
- Positioning + technical messaging
02Marketing + demand
Build your pipeline
Build and run the marketing that reaches those buyers, captures interest, and turns it into qualified sales conversations.
- Brand, websites + technical content
- Search, paid media + campaigns
- Email, social + outbound
- Lead capture, nurture + qualification
03Sales support
Win more deals
Help your sales team move opportunities forward, from technical questions and sales follow-up to proposals and buying decisions.
- Sales systems + workflow automation
- Sales materials, proposals + playbooks
- CRM, pipeline reviews + forecasting
- Sales coaching + opportunity support
03 / How it works
We start with one clear priority, keep you in charge of the technical decisions, and take the work off your plate.
-
Investigate.
We dig into your product, customers and current marketing and sales setup to find what’s working and what’s getting in the way. You bring the context; we ask the technical questions. If outside help isn’t the answer, we’ll tell you.
-
Plan.
Together, we choose the first priority, agree on what success looks like, and decide what Mettle will handle and where your team will be involved.
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Build.
We develop the agreed marketing, materials and systems. Your team reviews the technical details and key decisions; we handle the work of getting it live.
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Improve.
We track what’s working, support sales follow-up, and adjust based on what buyers tell us. For ongoing partnerships, this becomes our regular working rhythm.
Built around
the team you have.
We can lead strategy with your existing marketers, share the execution, or handle both when you don’t have a team. Start with a focused project and expand if it’s working, or bring us in for ongoing support.
04 / The work
Three examples from our work with laser and advanced manufacturing companies. Client names stay private.
Multi-metal 3D printer manufacturer · Delivered through Dax Research
Same engineers. Different message. 50× the leads.
- What was stuck
- A new multi-metal 3D printer, and no defined market. Nobody could say who would buy it, or why.
- What we did
- Reverse-engineered what the machine could do, benchmarked it against competing metal 3D printers, and matched its capabilities to real applications. Thermal management came out on top, specifically multi-material heat sinks for aerospace, so the ads spoke to that one application.
- What changed
- One change: talk about the buyer’s problem, not the machine. The generic technology ads drew 2 leads in three weeks. The application ads drew about 100 in seven days, mostly from aerospace, defense and drone manufacturers.
Laser equipment manufacturer · Recurring webinar series
Make buyer education a source of leads.
- What was stuck
- Laser plastic welding is unfamiliar to many engineers. They needed to understand what it could do before a sales conversation made sense.
- What we did
- Ran a recurring series of highly technical webinars on laser plastic welding, promoted through ads and existing email lists. Purely educational: what the process can do and where it fits. No equipment pitch.
- What changed
- Three in four registrants attend live, and about 1 in 20 becomes a real sales opportunity: an engineer with an actual project who asks for a conversation.
Laser plastic welding system manufacturer
When engineering is the bottleneck, every bad deal costs you a good one.
- What was stuck
- Complex systems need engineers to sell them: discovery calls, CAD and spec reviews, lab trials, custom tooling. That support averaged $3,500 per opportunity. Sales wanted to push every deal forward, so engineering became the constraint, and good deals waited behind bad ones.
- What we did
- Mapped every step, role and task needed to sell a laser plastic welding system, across sales, applications, support and project management. Then set the milestones and triggers sales must clear before engineering gets involved.
- What changed
- Sales keeps every deal moving, and engineers join only once a deal is qualified. Lab trials and CAD reviews go to opportunities that can actually close.
Next step
Tell us what you make, where you want to go, and what’s getting in the way. We’ll talk through where Mettle could help.
Let’s Talk ↗