Manufacturing

Manufacturing marketing is B2B marketing for manufacturers and engineering companies that sell components, machinery, materials or services to other businesses. It covers strategy, a website with a product catalog, Google Ads campaigns for technical search terms, LinkedIn, and sales and trade show materials. It reaches engineers, buyers and management teams, who choose a supplier together. It’s measured by the number and value of quote requests and contracts, not by website traffic.

Start by identifying who makes the purchase decision at your customer’s company and what they look for at each stage. Then make sure you have a website with concrete specs and a simple quote request form, Google Ads campaigns for product search terms, an active LinkedIn presence and trade show appearances with a plan for follow-up after the event. Log every inquiry in your CRM so you know which activities bring in orders and which bring in only traffic.

Yes, but LinkedIn first, not every platform at once. That’s where you’ll find the engineers, buyers and managers you discuss contracts with, as well as job candidates. It’s worth backing up the company page with the profiles of your experts and sales reps, because people would rather read people than logos. Facebook, Instagram or TikTok make sense for employer branding and showing your production behind the scenes.

The cost depends on the number of markets, the size of your catalog, the scope of campaigns and whether you need a new website. Strategy, a catalog website and trade show materials are one-off costs, while LinkedIn management and campaigns are billed monthly. You pay the ad budget directly to Google or LinkedIn and can change it from month to month. We prepare a quote once we know your markets, products and sales goals.

Decide who you want to talk to and send those companies an invitation to your booth before your competitors do. Also post on LinkedIn about what you’re bringing: a new product, a technology or samples. At the booth, show something concrete, such as a part from your production line, not just a roll-up banner with your logo. Back at the office, every contact gets an owner and a response deadline in your CRM.

You need a website and materials in the languages of your target markets, Google Ads and LinkedIn Ads campaigns targeting those countries, and a presence at international trade shows. It’s worth localizing content, not just translating it, because buyers in Germany, Scandinavia or France look for different selling points. Start with the market that gives you the best chance of first orders, and only then add more.

It depends on the channel. The first inquiries from search campaigns can come in within a few weeks of launch. The full effect, however, takes anywhere from a few months to over a year, because that’s often how long the buying cycle in manufacturing lasts. That’s why, besides orders, we track leading indicators every month: the number and quality of quote requests, meetings and quotes sent by your sales reps.