Our 30+ years of experience has shown us that custom and specialty alloys ranging from high volume producers like Allegheny Technologies Inc. (ATI) to high end, precision manufacturers like Sophisticated Alloys face a distinct set of marketing challenges driven by technical complexity, long qualification cycles and highly risk-averse buyers. Key challenges include: Extreme Technical ComplexityProducts […]
Our 30+ years of experience has shown us that metal fabricators ranging from heavy industrial, contract manufacturers like Miller Fabrication Systems to high end, precision manufacturers like Oberg Industries face a distinct set of marketing challenges driven by how buyers evaluate risk, capability, and long-term reliability rather than brand appeal alone. Key challenges include: Capability […]
Our 30+ years of experience has shown us that chemical manufacturers like Pressure Chemical Company, Calgon Carbon, and Perryman Company face a distinct set of marketing challenges because they sit at the intersection of science, regulation, safety and long B2B buying cycles. Key challenges include: Highly technical buyersAudiences include chemists, engineers, procurement teams, and environment, […]
A manifesto is not written lightly. Ours was forged through experience, thoughtful conversations, and working alongside talented B2B leaders and CMOs who care deeply about their craft. I’ve been lucky to serve trailblazers like Dave Sweet and Kristina Gleeson at MECCO, Jim and Mary Patterson at Sophisticated Alloys, Elie Saad at Kopp Glass, Max Caldas […]
Manufacturing marketing is unique because it must persuade multiple technical and business stakeholders by proving real-world performance, reliability, and economic value rather than relying on brand awareness or emotional appeal. In a typical manufacturing environment, purchase decisions are evaluated and approved by multiple stakeholders across technical, operational, financial, and executive functions. Engineers and technical evaluators […]
Generative Engine Optimization (GEO) is a optimization framework for improving web content visibility in AI-powered search engines, also known as generative engines (GEs). Examples of generative engines include: ChatGPT, Perplexity AI, Google AI Search, Gemini, and Copilot. GEO builds upon Search Engine Optimization (SEO) best practices which are a set of well-known techniques industrial marketers use to improve their […]
Inbound marketing is the process of creating valuable content, attracting potential customers online, engaging prospects, and nurturing customer relationships through the buyer’s journey. Prospect relationships are proactively managed with CRM systems and marketing automation software. An advanced manufacturing client asked us to share our inbound marketing thinking with their team. This is what we shared with […]
Occasionally, manufacturers set out to achieve new ambitious goals and aspirations, like doubling their business, opening new markets, and becoming a leader in their space. Before they formulate a new strategy to achieve their goals is the perfect time to take stock of their marketing by undertaking a marketing audit. A comprehensive marketing audit takes […]
Great content is the lifeblood of successful industrial brands. Most manufacturers are reluctant to produce content, but the few who do don’t fully understand the steps to make content “productive” in service of realizing demand generation and reputation building goals. In an earlier post, we shared a 101 Basics Guide for Manufacturing Content Marketing Strategy […]
Great content is the lifeblood of successful industrial brands. Most advanced manufacturers are reluctant to produce useful content with a swagger, but the few who do don’t understand the steps to make it “productive” in service of realizing broader strategic demand generation and reputation building goals. A small manufacturing giant recently asked us to share […]