The rise of AI Overview in search results is transforming how manufacturers approach online marketing. Google’s AI-generated summaries are changing the way content is discovered, impacting both manufacturing content marketing and SEO strategies.
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While these AI-driven search experiences aim to provide quick, authoritative answers to users, they also present significant challenges for manufacturers looking to build brand visibility and attract high-quality leads.
As AI Overview in search results continues to evolve, manufacturers must rethink their digital marketing strategies to stay ahead. The question is: How can industrial marketers adapt to ensure their content remains visible and effective in an AI-dominated search landscape?
What is AI Overview in Search Results?
Google’s AI Overview or Bing’s Copilot Answer is a generative search feature designed to provide users with an AI Overview at the top of search results. Instead of displaying a list of traditional blue links, Google’s AI extracts and summarizes information from multiple sources to generate a concise, authoritative response directly within the search page.
For manufacturers, this means:
Users may get answers without clicking through to the original content source.
AI-generated summaries pull from various websites, making it harder for any single manufacturer to stand out.
The emphasis shifts from rankings and organic traffic to brand authority and structured content visibility.
While AI Overview enhances the user experience by delivering quick insights, it also reshapes how manufacturers must approach digital marketing to maintain control over their brand’s online presence.
The Impact of AI on Industrial Marketing: Key Challenges and Risks
As AI-generated search results become more prevalent, manufacturers must deal with the implications of this shift. Here are some of the biggest challenges industrial marketers face:
1. Declining Organic Traffic and Click-Through Rates
Manufacturers that rely on search engines for lead generation may see a decline in organic traffic. Since AI Overviews summarize information on the search results page, users often find what they need without visiting the original source. This creates a zero-click search environment, making it harder for industrial marketers to capture potential leads through traditional SEO strategies.
Recent research highlights this shift:
Semrush: The State of Search 2024 found that 57% of Google searches now result in zero clicks, meaning users find their answers directly on the search page.
A study from Backlinko showed that click-through rates (CTR) have dropped for both top-ranking and mid-ranking search results, signaling a fundamental change in search behavior.
For manufacturing marketers, this means fewer organic visitors, lower engagement from search traffic, and a growing reliance on alternative visibility strategies beyond traditional SEO.
2. Loss of Brand Visibility and Thought Leadership
AI Overview pulls insights from multiple sources, often without giving prominent credit to individual brands. This means that even if your company provides unique industry expertise, your insights could be blended with competitor content, diluting your brand’s authority.
Even major brands are feeling the impact of these AI-driven search changes. HubSpot, a leader in digital marketing content, recently reported a loss of nearly 50% of its organic traffic due to Google’s evolving search algorithms.
According to an analysis by Search Engine Land, HubSpot’s traffic plummeted from 36 million to 18 million monthly visitors in just six months. Their case highlights a major shift: even companies with high-authority content are losing visibility as AI-driven search features prioritize summaries over original content.
I understand—as a manufacturer, you couldn’t care less about what happened to HubSpot. However, it underlines the challenges of AI Overviews and their impact on traditional SEO, making it clear that no brand is immune to these changes.
3. Shifting SEO Priorities for Manufacturing Content Marketing
Traditional SEO strategies focusing solely on keyword rankings are becoming less effective. Google’s AI prefers:
Structured data and well-organized content that is easy to extract and summarize.
Conversational and long-form queries that align with AI-driven search behavior.
Authoritative, data-backed insights over generic content.
For manufacturing marketers, this means rethinking keyword strategies, content structure, and website optimization to maintain visibility in AI-driven search results.
Manufacturing Content Marketing and SEO in the Age of AI Overview
To stay ahead, industrial and manufacturing marketers must adapt their content marketing and SEO strategies to align with AI-driven search behavior. While the shift presents challenges, it also creates opportunities for manufacturers willing to rethink their approach.
1. Strengthening Brand Authority Beyond Google
With AI Overview pulling content from multiple sources, relying solely on Google for visibility is no longer enough. Manufacturers must build multi-channel content strategies that establish authority across LinkedIn, YouTube, industry directories, and direct customer engagement channels.
2. Prioritizing Proprietary and Expert-Driven Content
AI Overviews aggregate existing online content but cannot generate unique, proprietary insights. Manufacturing companies that publish original research, technical whitepapers, and SME-authored content will have a competitive edge.
However, even if your company produces high-quality, thought leadership content, it may still struggle to gain visibility in search results. AI-driven search algorithms prioritize widely referenced sources and high-authority domains, meaning smaller manufacturers or niche industry experts may be overlooked. This makes it even more critical to develop a strategic content distribution plan beyond relying solely on Google rankings.
This is where industrial brands can differentiate themselves from AI-generated summaries—by offering deep, data-backed insights and real-world expertise that AI alone cannot replicate.
3. Optimizing Content for AI-Driven Search
Manufacturers must shift from traditional SEO tactics to structured content optimization to ensure visibility in AI-driven search results.
AI prefers clear, concise content structures like FAQ sections and data-backed insights.
Conversational search optimization (long-tail queries) helps to align your content with AI Overview’s extraction process.
Thought leadership pieces and industry analysis may hold greater weight in AI-driven searches.
The Road Ahead: Preparing for AI’s Ongoing Impact on Industrial Marketing
AI Overview in search results is just the beginning of a larger transformation in how search engines process and present content. Instead of viewing these changes as obstacles, industrial and manufacturing marketers must see them as opportunities to refine their strategies and build stronger, more authoritative content ecosystems.
Manufacturers that proactively adapt will be well-positioned to thrive in an AI-driven search landscape. Those who ignore the shift may struggle to maintain online visibility and lead generation effectiveness.
How prepared is your company for the impact of AI-driven search? Let’s talk if you’re navigating these challenges and need a strategy to keep your manufacturing content marketing competitive.
Searching for an industrial marketing agency isn’t just a matter of semantics. The needs of manufacturers are vastly different from those of other industries, requiring a specialized approach that truly understands their challenges.
Unlike generalist marketing firms, industrial marketing agencies are uniquely equipped to address the complexities of technical products, long sales cycles, and the nuanced buying behaviors of engineers and procurement professionals.
In this blog, I’ll explore how an industrial marketing agency like Tiecas can provide a unique blend of strategic insights and executional expertise to help manufacturers thrive in today’s competitive markets.
Whether you’re considering an industrial marketing agency, a Fractional CMO, or a hybrid solution, I’ll guide you through the options, explain the value of customer-centric content, and show why aligning marketing with your business goals is critical for success.
Choosing Between an Industrial Marketing Agency for Manufacturing and a Fractional CMO: What’s Right for You?
Deciding between hiring an industrial marketing agency for manufacturing and engaging a Fractional CMO often depends on your organization’s size, structure, and immediate needs. Both options offer distinct benefits, but understanding their roles and how they align with your business goals is essential to making the right choice.
A marketing agency for manufacturing brings a team of specialized professionals who can handle everything from strategy development to content creation, SEO, lead generation, and more. This is particularly valuable for manufacturers looking to execute marketing campaigns efficiently without investing in full-time staff for every specialized role.
Agencies like Tiecas, which exclusively serve the industrial sector, offer the advantage of a deep understanding of technical products, buyer personas, and the long sales cycles typical of the industry. We are not learning at your expense; we bring proven methodologies and sector-specific expertise to the table.
On the other hand, a Fractional CMO offers high-level strategic oversight and leadership. This role is ideal for manufacturers needing an experienced marketing executive but not ready to commit to the cost of a full-time CMO.
A Fractional CMO can work closely with your internal teams, bridging the gap between strategy and execution while ensuring alignment with broader business objectives. They also help in breaking down silos between sales and marketing, establishing KPIs, and refining strategies based on real-time data and market conditions.
Choosing the right partner ultimately comes down to understanding your specific goals. Do you need a focused execution of marketing campaigns? Or do you require an overarching strategy to align marketing efforts with your business objectives? In either case, working with professionals who understand the complexities of industrial marketing is the key to success.
What if You Could Get the Best of Both Worlds – Industrial Marketing Strategy and Execution?
By partnering with a hybrid solution, like Tiecas, manufacturers can access the strategic leadership of a Fractional CMO while leveraging the executional power of a specialized industrial marketing agency. This approach ensures that every tactic—from website design to content marketing—is rooted in a well-defined strategy and executed to deliver measurable results.
Developing a successful industrial marketing plan means aligning strategic thinking with precise execution. Without a clear roadmap, marketing efforts can become scattered and ineffective. At the same time, even the best strategy will fail to deliver results without consistent follow-through.
For manufacturers, execution involves creating high-quality, customer-centric content, optimizing digital channels for lead generation, and leveraging data to refine marketing initiatives. It requires an experienced industrial marketer who understands the unique needs of technical buyers and can translate complex product information into compelling marketing campaigns.
You don’t have to choose between strategy and execution. Our approach combines the high-level thinking of a Fractional CMO with the hands-on expertise of an industrial marketing specialist. Whether you need a full-scale industrial content marketing campaign or a focused effort to refine your lead generation strategy, Tiecas brings both strategic guidance and tactical execution to the table.
Always start with a strategic roadmap and ensure every marketing effort drives measurable ROI.
Consistently Creating Customer-Centric Industrial Content is a Challenge For Manufacturing Content Marketers
Creating content that resonates with engineers and technical professionals is one of the most significant challenges manufacturers face. It’s not enough to describe product features or benefits—industrial buyers demand detailed, accurate information that directly addresses their work-related challenges.
According to the Content Marketing Institute, “Manufacturing marketers struggle with creating content for the buyer’s journey, aligning content efforts across sales and marketing, and communicating internally among teams/silos.” (Source:2023 Insights for Manufacturing Content Marketing).
While these obstacles are common, they’re not insurmountable. Customer-centric content begins with understanding your audience. What questions are engineers asking during their research? What problems are they trying to solve? The answers to these questions should form the foundation of your content strategy.
At Tiecas, we emphasize creating industrial content that combines technical accuracy and clear messaging. This approach builds trust and encourages meaningful engagement with your target audience. For example, a blog post explaining how your products solve a specific problem can be far more effective than a generic product description.
That said, consistency is key. Engineers and industrial buyers rely on reliable, accessible content at every stage of the buyer’s journey. From awareness to decision-making, your content must guide them seamlessly through the process.
While tools like generative AI can assist with brainstorming and outline development, you cannot rely on 100% AI-generated content to engage technical audiences. This is where human expertise becomes essential. By blending AI’s efficiency with human insight, manufacturers can produce content that informs, engages, and converts. See my blog, Industrial Content Creation for Scalable Manufacturing Content Marketing Needs GenAI + Human Expertise.
An Industrial Website Redesign Should be More Than a ‘Pretty’ New Skin
For many manufacturers, the idea of a website redesign often focuses on aesthetics—modernizing the look and feel of the site. While visual appeal is essential, an industrial website redesign must go far beyond surface-level changes. It’s not just about creating a “pretty” new skin; it’s about developing a tool that drives measurable business results.
The foundation of any successful industrial website is content. Product datasheets and detailed specifications are essential for design engineers, but your website content needs to go beyond that.
Engineers and technical professionals seek specific, detailed information that helps them make informed decisions and address their pain points. Without this, even the most visually stunning website will fail to engage users or generate leads.
You’ll need to pair your website content with a robust inbound marketing approach to convert visitors into leads. Let’s explore how industrial content marketing can set the stage for effective lead generation.
Inbound Lead Generation With Industrial Content Marketing
Inbound lead generation has become a cornerstone of modern industrial marketing. Why? Because today’s industrial buyers prefer to self-educate, conducting extensive research online before ever engaging with a sales representative. This shift means that your content must do the heavy lifting—informing, engaging, and building trust with your audience long before they’re ready to make contact.
“Inbound leads, on average, cost 61% less than outbound leads.” (Source: Invesp).
At its core, industrial content marketing is about creating valuable, relevant, and consistent content that addresses the specific challenges of your target audience. This might include technical whitepapers, case studies, instructional videos, or blog posts that provide actionable insights. The goal is to position your company as a trusted resource, earning the attention of engineers and decision-makers who are actively seeking solutions.
But, effective inbound lead generation goes beyond content creation. To truly set the stage for your sales team, your content must be strategically distributed and optimized for search engines. This ensures that potential buyers can find the right information at the right time, whether they’re searching for answers to technical questions or comparing product specifications.
Email marketing also plays a pivotal role in nurturing leads through long and complex sales cycles. You can maintain engagement, build relationships, and guide prospects toward a purchasing decision by delivering targeted content directly to their inboxes.
Inbound content marketing doesn’t just generate leads—it builds stronger relationships by addressing work-related challenges rather than pushing sales pitches. This approach allows your sales team to have more productive conversations with well-informed prospects who are already familiar with your value proposition.
In the next section, we’ll discuss how tracking and refining your marketing strategies can ensure that your lead-generation efforts remain aligned with your business goals.
The Importance of Regularly Tracking and Refining Strategies
No industrial marketing strategy is set in stone. Regularly tracking and refining your efforts are essential to staying aligned with your business goals and adapting to changing market conditions. A well-planned marketing strategy must be dynamic, driven by data, and continuously optimized to deliver measurable results.
Establishing realistic KPIs is a crucial first step. Instead of focusing solely on top-of-funnel metrics like website traffic and pageviews, prioritize goals tied to sales and business objectives, such as Marketing Qualified Leads (MQLs) vs. Sales Qualified Leads (SQLs) and conversion rates.
Tracking these metrics helps assess how your content and campaigns influence the buyer’s journey—from generating the right kind of leads to nurturing them effectively and driving conversions.
Tracking and refining strategies aren’t about chasing vanity metrics but about driving tangible business outcomes. With a clear focus on data and continuous improvement, manufacturers can achieve sustained success in today’s competitive markets.
At Tiecas, we understand manufacturers’ unique challenges in marketing their technical products and services. With over 35 years of experience and a unique combination of technical knowledge and industrial marketing expertise, we bridge the gap between complex technical concepts and effective marketing strategies.
As a Marketing Engineer, I bring a rare blend of technical and business acumen to every project, ensuring your marketing resonates with the engineers and decision-makers who matter most. Let’s start with a conversation. Together, we can develop a strategic roadmap tailored to your business goals, ensuring that every marketing initiative delivers measurable ROI. Experience the difference an industrial marketing agency led by a Marketing Engineer can make in aligning your marketing and sales efforts for sustained success.
Industrial marketing agencies are the strategic advantage for manufacturers aiming to thrive in globally competitive markets. Unlike general marketing firms, these specialized agencies have a deep understanding of the manufacturing industry – from the complex B2B industrial sales cycles to the technical nature of products and services.
In this blog post, we’ll explore how partnering with an industrial marketing agency can drive superior results for manufacturers compared to general marketing approaches, helping you unlock new growth opportunities and achieve your business objectives.
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Understanding the Unique Challenges of Industrial Marketing for Manufacturers
B2B industrial marketing in the manufacturing industry presents a unique set of challenges compared to consumer marketing. Sales cycles are often longer, and buying processes involve multiple stakeholders, and products or services can be highly technical. This requires a deep understanding of the industry, its terminology, and the specific needs of its target audience.
Industrial Marketing Agency vs. General Marketing Agency
While general marketing agencies may have broad marketing knowledge, they often lack the specialized expertise needed to navigate the complexities of industrial marketing. Industrial marketing agencies, on the other hand, possess:
Industry-Specific Knowledge: They understand the intricacies of the manufacturing sector, including industry trends, regulations, and terminology.
Technical Expertise: They can effectively communicate complex technical information in a way that resonates with engineers and other technical decision-makers.
B2B Marketing Experience: They have a proven track record of developing and executing successful B2B marketing campaigns for manufacturers.
Established Networks: They often have strong relationships with industry publications, trade shows, and influencers, allowing them to reach a wider audience of potential customers.
Industrial Marketing Strategies That Deliver Results
To achieve superior results, industrial marketing agencies emphasize the importance of developing a strategic roadmap before implementing any tactics. A well-defined roadmap aligns marketing efforts with overall business goals, ensuring that every action taken contributes to the desired outcomes.
Industrial marketing agencies leverage a variety of lead generation tactics that cater to the specific needs of the manufacturing industry. Some of the most effective approaches include:
Search Engine Optimization (SEO): Enhancing website visibility in search engine results to attract potential customers actively seeking solutions. Don’t be hung up on getting to the first page of search results (SERPs) and expect search volumes to be low for highly specialized terms.
Pay-Per-Click (PPC) Advertising: Running targeted ads on platforms like Google and LinkedIn can be effective for standard industrial products and consumables. However, PPC may not always be the most efficient approach for custom-engineered systems.
Social Media Marketing: Social media platforms like LinkedIn can be an excellent source for promoting new content, such as blog posts and white papers, and driving webinar registrations. While engineers tend to be passive participants on social media, they still value platforms like LinkedIn as a source of industry news and insights. (95%of manufacturing marketers use LinkedIn, and 62% found it to be extremely useful. Source)
Email Marketing: Email marketing remains a highly effective tool for lead nurturing in the manufacturing industry’s long sales cycles. The key is to create personalized, relevant content that educates and informs prospects without being overly salesy or pushy. Avoid batch-and-blast email tactics, which can be seen as spam and damage your reputation.
By strategically combining these tactics, industrial marketing agencies can create a comprehensive lead generation strategy that delivers high-quality leads and supports the long-term growth of manufacturing companies.
Industrial Content Marketing for Manufacturers
Today’s industrial buyers are in the self-serve and self-select mode, meaning they prefer to conduct extensive research online before engaging with sales teams. This makes industrial content marketing a critical and effective component of any successful marketing strategy for manufacturers.
Industrial content marketing is more than just creating content; it’s about strategically developing and distributing content that educates, informs, and engages potential customers.
Creating Technically Accurate Content
One of the biggest strengths of industrial marketing agencies is their ability to create technically accurate content that resonates with engineers and industrial professionals. This requires a deep understanding of the industry, its terminology, and the target audience’s specific needs.
Many manufacturers find regularly creating good industrial content challenging. Are you struggling with the same problem? For help, explore our industrial content creation services.
Choosing the Right Industrial Marketing Agency
Selecting the right industrial marketing agency is a critical decision that can significantly impact your company’s growth and success. Here’s what to consider when evaluating potential partners:
Qualities of Top Industrial Marketing Agencies
Industry Expertise: Look for agencies with a deep understanding of the manufacturing industry, including its unique challenges, terminology, and target audiences. They should be able to speak your customers’ language and understand their pain points.
Proven Track Record: Explore the agency’s project portfolio and case studies to see how they’ve helped other manufacturers achieve their goals.
Understanding of Your Business Goals: The agency should take the time to understand your specific business objectives, target audience, and budget. They should be able to develop a customized marketing strategy that aligns with your overall business goals.
Transparent Communication: Open and honest communication is essential for a successful partnership. The agency should be responsive to your questions and concerns and provide regular updates on the progress of your marketing programs.
Data-Driven Approach: Look for agencies that use data to make strategic decisions. They should be able to track and measure the results of your campaigns and make adjustments as needed to optimize performance.
Cultural Fit: Choose an agency that shares your company’s values and culture. A good cultural fit will ensure a smoother working relationship and better collaboration.
Partnering for Success
Choosing an industrial marketing agency is not just about finding a vendor; it’s about finding a partner. The right agency will be an extension of your team, working collaboratively with you to achieve your marketing and business goals. They should be invested in your success and willing to go the extra mile to help you achieve it.
Ready to discover the difference an engineer-led, industrial marketing agency can make for your manufacturing business? Contact Tiecas today for a free consultation and discover how our industrial marketing expertise can help you achieve your growth goals.
Huh? What the heck am I talking about, and why am I suggesting the pillar of B2B industrial marketing success is somehow broken? Is this clickbait? Have I lost my mind?
Wait, don’t post your angry comments yet. Read on…
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The Pareto Principle is a fascinating observation that states roughly 80% of consequences come from 20% of causes. Originally coined by Italian economist Vilfredo Pareto, this idea found widespread application in the business world.
An article in Forbes highlights this observation; it translates to the idea that 80% of a company’s revenues often come from a mere 20% of its customers. This disproportionate impact underscores the importance of understanding and leveraging this principle to make strategic business decisions.
A more recent variation of that is what I found in an interesting article by Ross Graber, VP, Principal Analyst at Forrester. He says, “Seventy-three percent (73%) of B2B revenues come from existing customers in the form of renewals, cross-sell, and upsell, and the remaining 27% comes from new business. While growth from net-new customers isn’t insignificant, the bulk of B2B revenues come from an existing customer base.”
How does all this relate to industrial marketing?
The Problem: Let’s Talk About Industrial Marketing’s Obsession With New Leads
Let’s be clear: there’s absolutely nothing wrong with industrial companies dedicating resources to generating fresh leads. A healthy pipeline is essential for growth. However, it’s easy to fall victim to the “new and shiny” syndrome, becoming overly fixated on fresh new leads while existing customers languish.
Industrial marketers—bless their hearts—are a little bit like those folks obsessed with finding shiny new pennies. They get a thrill from the hunt, the possibility of a bigger, better customer lurking just around the corner. The SEO tinkering, the paid campaign tweaking, the perfectly crafted lead magnet… it’s all a quest to snag that mythical new customer.
Meanwhile, the metaphorical treasure chest of existing customers sits slightly dusty and neglected. Don’t get me wrong, everybody loves getting new business! But what about those loyal customers who ALREADY like your products and services? They’re eager to be upsold, cross-sold, and reminded of just how awesome your solutions are. Yet, we often leave them to figure it out themselves, or worse, let a competitor swoop in and give them the attention they crave.
This is where the Pareto Principle sucker punches us right in the ROI. Think about it: are we spending more time, money, and effort chasing a smaller slice of the revenue pie?
Why Accurate Measurement Matters in Industrial Marketing
The imbalance between the focus on new leads and the often-overlooked potential of existing customers becomes even more problematic when we consider the data: a recent report by the Content Marketing Institute revealed that nearly half (48%) of manufacturing content marketers struggle to measure content performance accurately.
This lack of clear measurement makes it difficult to know what’s working and what’s not, leading to a potential over-reliance on tactics that prioritize lead generation at the expense of nurturing existing relationships.
The Challenge of Attribution
The buyer’s journey is rarely linear in long and complex industrial B2B sales. There might be multiple touchpoints across various channels, with different stakeholders involved throughout the decision-making process.
The four conventional stages of the industrial sales cycle—Awareness, Interest, Decision, and Action—may not hold true anymore. ThomasNet published an interesting chart showing the complex journey of industrial buyers today.
Consequence: Proving Marketing ROI
Demonstrating the return on investment (ROI) from industrial marketing initiatives without adequate measurement and attribution becomes incredibly difficult. This lack of clarity leads to wasted resources, misguided strategies, and a misalignment between marketing’s perceived value and its true impact on the bottom line.
As I highlighted in a previous blog post, “Top 5 Challenges of B2B Industrial Marketing and How to Overcome Them,” traditional marketing attribution models often make it difficult to accurately distinguish the impact of marketing efforts in marketing to existing customers if you focus solely on acquiring new leads.
So, how can industrial marketers address these measurement challenges and ensure their efforts are aligned for maximum impact? This is where a robust industrial content marketing strategy comes into play.
Why Industrial Content Marketing is the Key to Balancing New Leads and Customer Retention
Lead Generation vs. Demand Generation
While there is a lot of overlap between lead and demand generation, they are distinct activities.
Lead generation focuses on identifying and attracting potential customers, often through tactics like paid advertising, targeted outreach, and industrial content marketing.
Demand generation takes a broader perspective, aiming to create awareness, interest, and a desire for your products or services among your target audience. Industrial content marketing plays a vital role in nurturing leads and fueling demand.
The Power of a Documented Industrial Content Marketing Strategy
A well-defined industrial content marketing strategy is a roadmap to success. It aligns your content with business goals, target audience needs, and the buyer’s journey. Without this strategic foundation, content efforts can become scattered and ineffective.
Industrial Content Marketing for High-Quality Lead Generation
Industrial content marketing positions you as an expert and builds trust. By providing value through informative content, you attract prospects who are genuinely interested in your solutions. Your content acts as a filter, resulting in higher-quality leads that are more likely to convert.
Strategic email marketing, often supported by marketing automation platforms, allows you to nurture these leads efficiently over the long sales cycle, ensuring your brand remains top-of-mind.
Industrial Content Marketing Success Hinges on Quality Content
Focusing on your products is tempting, but industrial buyers want solutions. Create content that speaks directly to their pain points and offers actionable insights. Content that connects is more about them and less about you.
Remember, effective industrial content marketing isn’t a sales pitch in disguise. It’s about demonstrating your understanding of your target audience’s challenges and how your solutions can help them achieve their goals. By positioning yourself as a valuable resource and trusted advisor, you build lasting relationships that translate into increased sales over time.
Industrial Content Marketing Builds Brand Awareness, Loyalty, and Thought Leadership
Industrial content marketing is a powerful tool for building brand awareness. By consistently publishing valuable customer-centric content, you become a trusted source of information for your target audience. This positions your company as an industry thought leader, demonstrating your deep understanding of the market and your commitment to innovation.
When buyers trust your expertise, they are far more likely to consider your products, remain loyal customers, and even refer you to others within their network. In complex industrial sales, thought leadership establishes credibility and long-term competitive advantage.
Do You Need an Industrial Marketing Agency or a Consultant?
Choosing between an industrial marketing agency or a consultant requires careful consideration. Here’s a breakdown:
Agencies: Offer a team of specialists and often work on monthly retainers. Best suited for larger marketing budgets.
Consultants: They can be more cost-effective and may also work on retainer models.
Key Deciding Factor: Regardless of size, the focus should be on experience and proven expertise in your industrial niche.
Remember, 61% of small to medium-sized manufacturers face limited in-house marketing resources. That’s where outside experts come in. You need a partner with industry knowledge and proven experience to create content that resonates. Consider our Industrial Content Creation service to help you connect with your audience.
Tiecas: The Best of Both Worlds
Here at Tiecas, we offer a unique hybrid model. With decades of hands-on industrial experience led by a Marketing Engineer, we understand your audience. This translates to effective content strategies and content creation. Let’s discuss how we can elevate your industrial marketing efforts with the best of both worlds. Let’s Talk.
You are not alone, 62% of manufacturing content marketers struggle with the same problem. (Source)
Generative AI (GenAI) tools offer a helping hand, but creating industrial content that resonates with your technical audience needs human expertise. Engineers expect technical accuracy and industry insights, but GenAI alone cannot meet those expectations.
Let’s dive into how you can leverage the best of both worlds—GenAI and human expertise.
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Using GenAI in Industrial Content Creation for Ideation and Research
Let me start with how using GenAI for industrial content creation can be very helpful. GenAI can drastically accelerate your industrial content creation processes, from sparking new ideas to streamlining research and supplementing limited in-house bandwidth.
To illustrate this, here are two examples:
You are a manufacturer of pressure relief valves:
Your prompt: “Suggest different blog titles emphasizing the safety benefits of pressure relief valves for industrial applications.”
Potential GenAI Output: “Pressure Relief Valves: Your Processing Plant’s Safety Net” or “Preventing Disasters: Why Pressure Relief Valves are Critical.”
You are a marketer in the power generation industry:
Your prompt: “How have material innovations in wafer butterfly valves helped in the power generation industry?”
Potential GenAI Output: “New alloys, polymers, and coatings specifically designed to withstand harsh operating conditions (extreme temperatures, corrosive fluids) common in power generation applications, extend valve lifespan and reduce maintenance needs.”
Note that you have to think about and create the right prompt to get good output from GenAI. Keep in mind the GIGO principle (Garbage In, Garbage Out).
By combining GenAI’s data-driven insights with the human expertise of industrial marketers, you can create content that truly resonates with your audience and drives meaningful results.
The Limitations of GenAI for Industrial Content Creation and Marketing
While GenAI is a powerful tool, it’s important to understand its limitations within industrial content creation and marketing. Areas where human expertise remains essential include:
Technical accuracy & nuance: GenAI may struggle with industry-specific terminology, standards, or complex engineering concepts.
Example: Incorrectly using the term “pressure” when “flow rate” is more accurate.
Understanding the needs of your target audience: GenAI outputs may lack the depth needed to address the pain points, knowledge level, and criteria engineers and technical buyers use to make informed decisions.
Example: A blog post explaining the benefits of a specific industrial component needs to go beyond features, addressing reliability, ease of maintenance, and compatibility with existing systems.
Industry-specific insights: GenAI may not grasp regulatory changes, emerging trends within niche sectors, or subtle shifts in market dynamics.
Example: Upcoming regulations can significantly impact product recommendations or content focused on future-proofing industrial processes.
Streamlining Research for B2B Industrial Marketing With GenAI
GenAI can quickly gather and process large datasets related to keywords and competitors. However, interpreting those results, identifying the most valuable opportunities, and tailoring content with industry-specific nuance requires human insight.
While comprehensive market analysis requires human expertise, GenAI can accelerate the process by gathering and organizing data. Here’s how:
Basic market trend identification: GenAI can process large datasets to discover potential trends, requiring human analysts to confirm and interpret within the specific industry context.
Example: Ask GenAI to summarize recent news articles, industry reports, and social media discussions about your niche sector to highlight potential emerging technologies.
Competitor intelligence: GenAI can analyze competitor core messaging and keywords to benchmark your own efforts.
Example: Ask AI to generate a comparison table of you vs. your closest competitor focused on their content formats and target audience overlap.
Audience insights: Understand the concerns, questions, and language used by your target audience on online platforms.
Example: Ask Gen AI to find the top 5 recurring questions asked on industry forums that are popular among your audience. (You may need to provide the names of these forums so AI can find relevant information).
This underscores the importance of human intervention. Remember, GenAI’s market research outputs should be considered starting points to be validated and strategically interpreted by industry experts.
GenAI is a Tool, Not a Replacement, in Industrial Content Marketing
As you’ve seen in this post, GenAI offers valuable assistance within industrial content marketing, but its true potential is unlocked when combined with human expertise. Let’s explore how this partnership can transform your content strategy and the limitations to keep in mind.
GenAI’s assistance varies depending on the content asset you need to create. Here’s how:
Blog posts: GenAI excels at ideation, basic outlines, and research. Humans refine for accuracy and audience relevance.
Case studies: GenAI can summarize raw technical data, but human writers are needed to create the compelling narrative and highlight ROI.
Product descriptions: GenAI generates feature-based descriptions, but technical accuracy and optimizing content that addresses customer pain points requires an expert human touch.
Technical articles: GenAI can help with initial drafts based on existing content, but industry expertise is needed for accuracy and thought leadership positioning.
If you noticed, the underlying message highlights how even the best GenAI outputs in industrial content marketing benefit from human expertise. Above all, in-house Subject Matter Experts (SMEs) must review every piece of content before publishing.
Your industrial content marketing using GenAI benefits significantly from:
An expert’s deep understanding of the industry sector and your specific niche within it
Knowledge and understanding of the complex technical buying process and decision-makers
Industrial marketers experienced in crafting content that aligns with different stages of the buyer’s journey
With over 35 years of experience serving industrial companies, we understand how to leverage GenAI effectively alongside proven industrial marketing strategies. If you’re ready to scale your content marketing efforts without sacrificing quality, let’s discuss how we can partner. Let’s Talk.
A documented industrial marketing strategy is critical for success. Did you know 80% of successful content marketers have a documented content marketing strategy? (Source)
Unfortunately, only 32% of manufacturing marketers have a documented content marketing strategy, even though one in four manufacturing marketers reported that their organization spends 25% to 49% of their total marketing budget on industrial content marketing. (Source)
Why is that? In my experience working with manufacturers and industrial companies, too many are in a rush to pump out more content without a strategy in place. Implementing hit-or-miss content marketing tactics is not likely to produce the results you want.
Bottom line— A documented industrial marketing strategy provides clarity, alignment, and measurable results.
What is an Industrial Marketing Strategy?
Industrial marketing strategies often encompass multiple channels like trade shows, SEO, and targeted paid advertising.
I’ll focus on industrial content marketing in this post since it is the dominant strategy used by most manufacturers and industrial companies.
Let’s start with a short definition of content marketing. It is…
“Content marketing is a strategic approach focused on creating valuable content … to drive profitable customer action.
Understanding the last part of the definition is critical—it’s where industrial and manufacturing content marketers face their toughest challenges.
The hurdles in industrial marketing strategy for manufacturers can seem daunting because the long and complex sales cycles involve many stakeholders, from engineers to purchasing and executives. Each one has different content needs at different stages of their buying journey.
Creating content for the buyer’s journey, aligning sales and marketing, and internal communication are significant challenges manufacturing marketers face. 62% of manufacturing content marketers cited this as their biggest challenge. (Source)
Product datasheets and technical specifications are essential when your core audience is engineers and technical professionals. However, you have to go much deeper and broader than just that to logically move your audience through the funnel with relevant content.
An industrial marketing strategy defines your goals, audience, and content mix.
Why Document Your Industrial Marketing Strategy?
A documented industrial marketing strategy provides the roadmap and guardrails you need to navigate the complexities of your market. It eliminates guesswork and fosters purposeful action, even during unexpected shifts or changes.
Clarity & Focus
Targeted precision: Documenting buyer personas ensures laser-focused content and optimizes channel choices for niche industrial audiences.
Avoid scattered efforts: Written goals prevent reactive tactics, streamlining decision-making in long sales cycles.
Smart allocation: Documenting prioritizes tasks and budgets, crucial for maximizing ROI with technical content.
Accountability & Measurability
Prove ROI: Clearly defined KPIs make it easy to justify marketing investment in manufacturing/industrial contexts.
Early course correction: Track metrics against written benchmarks to pinpoint strengths/weaknesses, minimizing wasted effort.
Data-driven decisions: Documented data procedures ensure reliable insights for critical technical decisions.
Agility & Adaptability
Pivots with purpose: A strategy becomes your baseline during change, enabling informed strategic shifts.
Confident innovation: Document past wins/misses to build on what works and improve future campaigns.
Weathering crises: A plan provides a framework for proactive communication, protecting brand reputation.
Collaboration & Consistency
Team alignment: Bridge the gap between sales, engineering, and marketing with a unifying document outlining shared goals.
Seamless partnerships: Streamline onboarding and set expectations for industrial marketing agencies or external vendors with clear guidelines.
Smooth transitions: A well-documented strategy allows for knowledge transfer, minimizing disruption during personnel changes.
How to Document Your Industrial Marketing Strategy
Start with a simple, achievable document. Even a basic outline brings clarity and helps you measure results against defined goals. As your strategy evolves, your documentation will too.
Key Elements to Include in your documented industrial marketing strategy:
Industrial buyer personas: Detail who your ideal customers are, their pain points, and where they seek information.
Goals mapped to the buyer journey: Outline SMART goals (Specific, Measurable, Achievable, Relevant, and Time-Bound) for each stage of the long industrial sales cycle.
Channel mix: Prioritize where you’ll reach your audience (website, trade shows, SEO, etc.), focusing on those your buyers use most.
Content calendar framework: A simple structure for content planning and consistency.
Need help turning your strategy into a tangible action plan? Our Strategic Roadmaps provide a clear path with expert guidance to achieve your industrial marketing goals.
Beyond Content—Aligning Your Industrial Marketing Strategy
Job #1 for industrial marketers is creating realistic sales opportunities for the sales team to have meaningful conversations and close more deals. This is why close alignment between Sales and Marketing is vital. Neither can do it alone since today’s industrial buyers prefer to complete a large portion of their buying journey on their own without ever contacting the supplier.
Your industrial marketing strategy should support that journey with:
Sales enablement: Ensure salespeople are equipped with case studies, thought leadership content, and competitor analysis tools for successful conversations.
Strategic trade shows: Pre-show promotions and post-show follow-up driven by your strategy will maximize trade show ROI. (in-person events made a strong comeback in 2023).
Demand generation: Targeted campaigns aligned with your strategy drive qualified leads and build a robust pipeline.
Need a partner to seamlessly integrate your marketing initiatives across all channels? Our Strategic Roadmaps ensure your industrial marketing strategy drives success.
The challenges of B2B industrial marketing are unique and can frustrate even the most seasoned marketers. From complex sales cycles to niche audiences, understanding the hurdles facing manufacturers and industrial companies is the first step toward developing effective marketing strategies.
This post takes a deep dive into the solutions to overcome some of these B2B industrial marketing challenges.
Table of Contents
The Long and Complex Sales Cycle in B2B Industrial Marketing
One of the most significant challenges of B2B industrial marketing is the lengthy and complex sales cycle. Unlike consumer purchases, industrial products and services often involve multiple decision-makers. Engineers might assess technical specifications, procurement teams negotiate pricing, and executives make the final call. This process can drag on for months or even years.
Strategies to Shorten the Sales Cycle
While there’s no magic wand to instantly close industrial deals, there are strategies and tactics to reduce friction throughout the sales cycle.
Lead nurturing: Stay top-of-mind with potential buyers through targeted emails, valuable content offers, and invitations to webinars or demos.
Buyer stage content: Instead of generic brochures, create content specifically addressing decision-makers’ concerns at each stage. Engineers want technical details, procurement cares about cost, and executives need ROI justification.
You may want to consider our Industrial Content Creation service if you have trouble writing technical content that will resonate with engineers and industrial professionals. It is a common problem among manufacturing content marketers, and content creation is the most outsourced industrial marketing task. The problem is finding the right partner who has the necessary industrial experience.
Marketing and sales alignment: Ensure smooth lead hand-offs and prevent potential buyers from falling through the cracks with a pre-determined quantitative lead scoring system and a clear communication plan between marketing and sales teams.
Want to explore these tactics (and more) in depth? Our pillar post offers a comprehensive guide to overcoming the long sales cycle hurdle in B2B industrial marketing. An entire section in that post is devoted to understanding lead nurturing with an example workflow.
Difficulty Finding and Targeting the Right Audience in B2B Industrial Marketing
Your target audience in B2B industrial marketing isn’t the general public. Instead, you are dealing with a specialized group of buyers with niche needs who know their specific requirements. It could be engineers designing a new manufacturing process, MRO (Maintenance, Repair, and Operations) managers looking for replacement parts, or procurement agents searching for suppliers.
Failing to identify and understand your ideal customer can make finding the right audience a significant challenge. Compounding the problem is that the pool of qualified prospects is limited, and the global competition is fierce.
The Power of Buyer Personas
Detailed buyer personas are the key to unlocking effective audience targeting. A buyer persona is a semi-fictional profile representing your ideal customer. It goes beyond basic demographics and delves into their:
Job responsibilities and titles
Pain points and challenges
Information sources (industry publications, websites, etc.)
Balancing Technical Detail with Relatable Expertise in B2B Industrial Marketing
B2B industrial buyers don’t want superficial marketing fluff, but neither do they want to be treated as if they don’t know their own industry. After all, you are dealing with engineers and technical professionals who know their subject matter. Striking a balance is key.
Industrial content marketing is a proven strategy to address the pain points of your buyer personas at different stages of their buying journey. This strategic approach increases the likelihood of your message resonating and attracting qualified leads.
Here’s how to cut through the noise while demonstrating your understanding of their world:
Translate features into benefits
Absolutely include product specifications—those are essential. But go a step further by explaining how those specs directly translate to benefits for the buyer, solving their pain points or optimizing their operations. This shift makes even a highly technical product relatable.
Use jargon strategically
Don’t talk down to your audience by avoiding industry terms altogether. Instead, use common acronyms and terminology judiciously. Assume a baseline of knowledge, but always provide context or explanations when introducing more niche terms.
Thought leadership content
Demonstrate your company’s expertise and innovation through formats like:
Case studies: Focus on real-world results with quantifiable metrics.
In-depth blog posts: Address complex industry challenges or explore emerging trends your audience cares about.
Webinars led by in-house experts: Share insights or facilitate discussions on relevant topics.
Lack of Engaging and Effective Content for B2B Industrial Marketing
Let’s face it—much of the B2B industrial marketing content can be dry and boring. Focussing solely on product features fails to connect with your potential buyers’ real-world needs and concerns. To truly stand out, create industrial content that addresses their specific pain points and offers valuable insights throughout their decision-making journey.
Content for every stage of the buyer’s journey
The best industrial content strategies cater to buyers at all stages of their journey:
Awareness: Blog posts, infographics, and videos explaining common industry challenges.
Consideration: Case studies, comparison guides, and webinars diving into solutions and benefits.
Decision: Product demos, detailed spec sheets, and personalized consultations.
Effective content formats for the industrial sector
Not every content format is a good fit for industrial buyers. Here are a few proven winners:
Technical whitepapers: Showcase your expertise and provide in-depth information engineers and decision-makers seek.
Case studies with metrics: Quantify results to illustrate the ROI of your product or service.
Explainer videos: Break down complex processes or product features in a visually engaging way.
Proving Marketing ROI: A Challenge in B2B Industrial Marketing
Another major hurdle in B2B industrial marketing is demonstrating a clear return on investment (ROI) for your marketing efforts. Long sales cycles, complex attribution models, and the difficulty of directly correlating marketing with revenue make ROI hard to isolate.
Let me give you two examples:
1. In the industrial sector, you often deal with two types of buyers—The Specifier (Design Engineers) and the Functional Buyer (Purchasing Personnel). They have different needs that you must address. You can’t ignore the Design Engineer because they may not have the final buying authority, but unless your industrial component is “designed in” into their BOM, you are not likely to get the email for an RFQ from Purchasing.
2. Take the case of MRO professionals. They may not have any influence over the initial purchase, but they can make or break your repeat business.
Metrics that matter in industrial marketing
Traditional marketing metrics like website traffic and leads are important but don’t tell the full story in industrial marketing. Look beyond vanity metrics and focus on indicators like:
Lead quality: Are you attracting the right kind of leads (engineers, procurement, etc.) that are more likely to convert?
Pipeline influence: How much does marketing contribute to generating and moving qualified opportunities through the sales pipeline?
Customer Lifetime Value (CLV): Analyze the long-term revenue potential of customers acquired through marketing efforts.
Tracking these metrics will help you gauge the true impact of your industrial marketing campaigns and make data-backed decisions about resource allocation.
The challenges of B2B industrial marketing are significant, from navigating complex sales cycles to targeting niche audiences and proving ROI. But with the right strategies and a focus on creating valuable content that resonates with your target buyers, you can overcome these hurdles and achieve your marketing goals.
Ready to take your B2B industrial marketing to the next level?
As a Marketing Engineer with over 35 years of experience working with manufacturers, distributors, and engineering companies, I understand your unique challenges. Let’s discuss your specific goals and explore how I can help you develop a data-driven marketing strategy that attracts qualified leads, shortens your sales cycle, and ultimately delivers a strong ROI. Let’s have a friendly chat!
B2B industrial marketing presents unique challenges compared to other forms of B2B marketing. Longer sales cycles, complex technical products, and a highly analytical buyer persona are just a few factors that set it apart. If you’re a marketer at a manufacturer, distributor, or engineering company, you know this firsthand.
So, what can this post offer that you couldn’t find with a simple Google search?
Answer: My personal thoughts and experiences as an industrial marketer and consultant.
As the Founder and President of Tiecas, a B2B industrial marketing agency in Houston, TX, I’ve spent the past 35+ years immersed in industrial and manufacturing marketing. I’ve witnessed countless industrial companies’ challenges and frustrations firsthand.
Probably the most common complaint that I hear from Sales is that “Marketing just doesn’t understand engineering problems, and they generate ‘crappy’ leads that are not ready to buy.”
But I’m not just another marketing consultant. As a Marketing Engineer (a Mechanical Engineer with an MBA in Marketing), I understand the engineer’s mindset and the complexities of the industrial buying journey. This isn’t just marketing theory – it’s wisdom born from decades of hands-on experience.
Need proof?My team and I helped a mid-sized valve manufacturer increase leads by 31% by rewriting and revamping their product-centric content to address engineers’ real-world challenges.
Ready to dive into a perspective you won’t find anywhere else? Let’s go!
Table of Contents
B2B Industrial Marketing—Overcoming Common Challenges Faced by Manufacturers
In the industrial sector, the days of relying solely on your ace sales team to generate leads and close deals are dwindling. Engineers and technical buyers are empowered by ready access to information and prefer to do their own extensive research before engaging with suppliers. Industrial buyers rely heavily on supplier/vendor websites for in-depth product and service information.
Gartner’s prediction that 80% of B2B sales interactions will occur digitally by 2025 underscores this shift. [Source]
So, what does this mean for B2B industrial marketers?
Sales & Marketing Alignment: As mentioned earlier about my conversations with manufacturers, the “more leads” cry is often a misdiagnosis. Building an integrated sales and marketing machine is essential. Neither department can succeed in isolation within this new environment.
Engineers are Skeptical: Don’t mistake their thirst for information as a love for more marketing fluff. Trust is earned slowly. Your content needs to be technically sound, solution-oriented, and backed by data or proof points.
The ‘Seller Beware’ Era: Buyers hold the power, dictating the pace and terms of engagement. Your marketing must enable buyers to self-educate, building confidence in your solutions long before a sales conversation happens.
How to Succeed: A Mindset Shift
Here are three key focus areas for B2B industrial marketers that recognize this transformed buyer behavior:
Become an Information Hub: Produce content that answers potential buyers’ questions, from technical specs to implementation case studies and post-sale support examples.
Emphasize Problem-Solving: Frame your product/service as the solution to the buyer’s pain points, not just a list of features.
Build Trust with Proof: Testimonials, case studies, and even unfiltered, engineering-focused FAQs demonstrate your expertise and track record.
Important: This isn’t about overwhelming visitors with endless content. It’s about offering a clear, structured path guiding them through their buying journey.
How can you reach engineers where they seek information and what content do they consume? I once collaborated with the Director of Applications Engineering with a manufacturer of leak testing systems. Our goal? Find and secure guest blogging opportunities in industry portals with a captive audience of design and production engineers from the automotive and medical device industries.
Let’s get specific—in the next section, we’ll dive into the strategies and tactics that translate this understanding into results.
Proven Industrial Marketing Strategies & Tactics Learned From the Trenches
The order of the words “strategy” and “tactics” isn’t accidental! While I understand the urge for quick results, I strongly believe in developing a strategic roadmap before launching any marketing initiatives.
Your roadmap is your compass for reaching your destination, and at my agency, we take a strategy-first approach. B2B industrial marketing is a long game – consistent effort with a clear plan leads to sustainable results.
Quick fixes like Pay-Per-Click (PPC) ads can be effective for standard industrial products, consumables, and parts. However, those who manufacture custom-engineered systems sometimes struggle to see the same effectiveness from PPC.
Tip #1: Bring your SMEs to the Forefront
Engineers relate to other engineers! It’s a powerful way to establish credibility. Your marketing team can do the heavy lifting but publish posts and articles under the byline of your Subject Matter Experts (SMEs). For more on this, see my previous post: Industrial Blogging Lessons Learned from Working with Technical SMEs. (By the way, I published that post in 2013, and it is still pulling in traffic. It proves the longevity of blogging.)
Don’t expect your engineers to hand you polished content. Your job as an industrial marketer is to interview them with well-thought-out questions to extract valuable insights and turn them into cohesive content.
Tip #2: The Right Content for Industrial Buyers
According to a recent survey [Source], the top three content formats engineers value most are:
Datasheets (40%)
Technical publication articles (29%)
Product reviews/testimonials (26%)
It’s important to note that testimonials can be tricky in industrial settings due to NDAs or competitive concerns.
Engineers get bombarded with product-focused marketing. They crave solutions! I worked with a manufacturer of pre-engineered metal buildings to create their content. Instead of highlighting their latest robotics, we focused on the technology-enabled outcome: pinpoint accurate framing systems for hassle-free installation. This resonated with their customers, who cared far more about saving time and money than the tech itself.
Understanding Industrial Lead Generation, Nurturing & Marketing Automation
Balancing information with lead capture is key. It is a balancing act because you may be tempted to ask for every piece of information you think you need to qualify a lead. The resistance increases exponentially the more fields you force people to fill out.
Tools like progressive profiling and marketing automation help you collect valuable buyer data gradually. This is where understanding the difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) is essential.
Example Workflow:
Blog Post: Offer a downloadable guide as a call-to-action
Webinar: Invite guide downloaders to a technical webinar with your SME
Drip Campaign: Email webinar recording + a case study download + invitation to ask SME additional questions
Result: Qualified RFQs with an estimated 17% conversion rate
This is a simplified example–adjust it based on your sales cycle length and specific offerings.
Organic SEO for Manufacturers
Organic traffic is the lifeblood of sustainable B2B industrial marketing, but achieving top rankings requires strategic keyword research that goes beyond generic keyword research tools.
The Niche Keyword Challenge: Traditional keyword tools might suggest broad terms like “conveyor belt” for a conveyor belt manufacturer, missing out on valuable, targeted searches.
Generative AI Advantage: Using a generative AI tool can reveal long-tail keywords like “heat-resistant conveyor belt,” “food-grade conveyor systems,” or “conveyor belt replacement parts.” These terms signal higher purchase intent.
Trade Show Marketing: It’s Not Just About Showing Up
The Content Marketing Institute’s recent study highlights a resurgence of in-person events. 60% of manufacturing marketers reported they used in-person events to get in front of their audiences versus only 28% in the previous year (Understandably due to the pandemic). More than half (55%) expected their budgets for trade shows and in-person events to increase.
Investing strategically in trade shows can pay off for B2B industrial marketers, but only if you go beyond just ‘showing up.’
Here’s a quick pre-show, during-show, and post-show checklist:
Pre-Show:
Develop an enticing offer targeted to your show’s audience (demo, consultation, etc.)
Promote your booth presence and offer across social media, email, and even targeted ads.
During-Show:
Capture leads with interactive elements, not just brochures.
Have a quick follow-up plan in place for hot leads.
Post-Show
Nurture all leads, not just those deemed “sales-ready.”
Analyze data: Which show activities yielded the best ROI?
We did a trade show campaign for an international manufacturer of bandsaws used in the metal casting industry. They wanted to make a big splash at a tradeshow to showcase their products to the North American market. Here’s a direct quote from the client:
“We had another very successful day yesterday also. At least 50 groups came to have a demonstration of the saw and I would put 30% of those as interested to know more. I am just sending emails to some of the red-hot leads. Fair to say the metal casting industry knows about us now!!” (See testimonials).
Measuring Success in B2B Industrial Marketing
Let’s be honest, C-suite executives care about more than just traffic and TOFU lead counts. They want bottom-line results. I once set up an online store for a manufacturer of safety equipment serving the refinery, marine, and cheese processing industries. This generated a new revenue stream and made the buying process frictionless for their customers.
Proving the ROI of your industrial and manufacturing marketing efforts can be a major headache. Here’s why:
Long Sales Cycles: The journey from awareness to purchase can stretch over months or even years. Attributing wins solely to recent marketing activities is inaccurate.
Multiple Touchpoints & Stakeholders: Today’s industrial buyers interact with your brand across various channels and engage with multiple decision-makers. Pinpointing which marketing actions had the most influence is challenging.
Disconnect Between Metrics: While marketers track website traffic and leads, C-suite executives want to see revenue impact. Bridging this gap is essential.
The ‘Last Click’ Trap: Too often, credit is assigned based on the final touchpoint before a sale, undervaluing the marketing efforts for nurturing that happened earlier in the buyer’s journey.
The Data Dilemma
This problem isn’t just anecdotal. According to a Content Marketing Institute study, 48% of manufacturing marketers struggle to connect their content, data, and measurement across platforms. It’s clear that traditional analytics fall short in the complex B2B industrial landscape.
What Can You Do?
Embrace Attribution Models: Go beyond ‘last click’ by using multi-touch attribution models that assign value across the entire buyer journey.
Align KPIs with Business Goals: Don’t just report on vanity metrics. Develop KPIs that demonstrate marketing’s direct impact on revenue and customer acquisition cost.
Implement Closed-Loop Reporting: Robust marketing automation platforms can track leads from source to closed sale, giving you a much clearer ROI picture.
Measuring success isn’t about finding the one magic metric. It’s about a continuous process of tracking, analyzing, and refining your marketing efforts.
In the next section, we’ll explore emerging trends shaping the future of B2B industrial marketing. Understanding these shifts will become critical for making data-driven decisions and demonstrating your value to leadership.
The Future of B2B Industrial Marketing
“Manufacturers should continue embracing digital transformation to contribute to a competitive and resilient future and to help tackle ongoing manufacturing challenges.” That’s a quote from the 2024 manufacturing industry outlook published by Deloitte. Manufacturing and the industrial sectors are in a state of exciting changes.
Here are a few key trends that will shape the strategies of tomorrow’s successful industrial and manufacturing marketers:
Trend 1: Personalization Gets Smarter
B2B industrial buyers demand relevant, tailored experiences. Generic marketing blasts just won’t cut it anymore. Marketing automation tools enable dynamic content delivery based on a buyer’s behavior, industry, or decision-making stage.
Account-Based Marketing (ABM) takes this even further. ABM is a strategic approach focusing resources on a set of high-value target accounts. Campaigns are meticulously designed with personalized content and outreach designed to engage key decision-makers within those specific companies.
Tools Matter: Platforms like HubSpot, Act-On, and others are essential for sophisticated personalization and ABM strategies. These tools let you track behavior and deliver the right content at the right time to the right people.
You could also consider a simpler and less expensive tool such as MailerLite. It has robust capabilities for automation and drip campaigns.
Trend 2: Video’s Dominance
Video is no longer optional for industrial marketers. According to the Content Marketing Institute, 90% of manufacturing marketers used video in 2022, and 80% plan to invest further in this format. It’s easy to see why, considering how engineers consume information.
Show, Don’t Tell: Videos demonstrate complex industrial equipment in action, providing far more clarity than lengthy descriptions.
How-Tos for MRO (Maintenance, Repair, and Operation): Short videos are invaluable for maintenance professionals, saving time and potential frustration.
Mix of Formats: Offer short, engaging clips, in-depth demos, and webinars to cater to buyers at all stages of their journey.
B2B industrial videos don’t always need to be dry and technical. When appropriate, injecting a bit of humor can make them far more memorable. Need an example? Check out Fluke’s hilarious video for their clamp meter: ‘Fluke 376 FC True RMS AC/DC Clamp Meter with IFlex Review’ (https://www.youtube.com/watch?v=KH8ewYS6Te4).
Need to explain a complex technical concept in an informative and relatable way? Take a cue from B&D Industrial. Their “Tea with B&D” series tackles topics like mechanical seals in a surprisingly engaging format. This creative approach transforms a potentially dry subject into something memorable. Check out their video: ‘Tea with B&D-Episode 5: Mechanical Seals.’ (https://www.youtube.com/watch?v=taU-bug5b1w).
Trend 3: The Rise of Generative AI
Generative AI is poised to transform industrial and manufacturing marketing. Its impact goes beyond automating content creation:
Predictive Analytics: AI can analyze vast datasets to identify emerging trends and predict buying patterns.
Streamlined Workflows: AI can automate routine tasks, freeing up marketers for higher-level strategy.
The Engineer + Marketer Advantage
While AI offers exciting possibilities for B2B industrial marketing, understanding the nuances of engineering needs and industry challenges requires human experience and expertise. This is where the Engineer + Marketer (moi) combination becomes a true competitive advantage.
My team and I can combine technical knowledge with marketing savvy to create strategies and targeted industrial content that resonates with your audience. I ensure that these AI tools are used wisely to craft authentic messages that truly resonate with engineers and industrial buyers.
The B2B industrial marketing is evolving rapidly. With my unique mix of engineering knowledge and marketing expertise, I help my clients by:
Cut Through the Noise: Implement strategic and proven marketing tactics without sacrificing the technical accuracy and trust-building that engineers demand.
Data-Driven Yet Relatable: Use analytics while crafting compelling content that speaks to engineers’ analytical minds and the need for problem-solving solutions.
Stay tuned for more posts where I’ll delve deeper into these B2B industrial marketing strategies and tactics. Subscribe to our monthly newsletter, Marketing Matters (See form in the footer), to get the latest insights delivered straight to your inbox.
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