Industry — B2B & industrial
Built for buyers with purchase orders.
Manufacturers, fabricators, suppliers and industrial services sell through specifications, site visits and procurement committees. We build the search presence, capability proof and RFQ flow that gets you onto shortlists — and the measurement that respects a nine-month cycle.
The acquisition reality
What makes b2b & industrial hard.
The engineer searches before procurement calls
Industrial buying journeys start earlier than most suppliers think — not with a tender notice, but with an engineer at a workstation searching a specification: material, process, tolerance, certification, region. That search either finds a capability page with real depth, or it finds your competitor’s.
This is why we build industrial presence capability-first. Not “solutions” fog — actual pages for actual capabilities: the processes you run, materials you handle, tolerances you hold, certifications you carry, capacities you can schedule. Written at the depth an engineer respects and a search engine can index, each page is a fishing line into a tiny, lucrative stream of spec-intent demand — domestic and export alike.
Arm the champion
Nobody buys alone in this world. Your real audience is the internal champion — the engineer or manager who found you and now must defend that choice through procurement, finance and a sceptical boss. Marketing’s job is to arm them: diligence-grade proof they can forward (certifications, facility evidence, project narratives that survive scrutiny), fast and technically literate responses to RFQs, and nurture across the quiet months while committees deliberate.
Measured honestly — CRM-wired, quarter-aware — the programme compounds: capability pages that rank for years, proof assets reused across every deal, and an order book that stops depending on trade-show luck.
Channel strategy
The mix that usually earns its budget.
| Channel | Role in the funnel |
|---|---|
| SEO (capability-led) | The core engine: capability, material, certification and problem pages that catch spec-intent from engineers worldwide. |
| Google Search Ads | Precise capture on RFQ-adjacent terms and sourcing seasons; cheap in niches, decisive in coverage. |
| Website & proof assets | Machine lists, certifications, case narratives, facility evidence — the diligence pack, self-served. |
| Where engineers and procurement verify you exist beyond the website; targeted air-cover for named-account pushes. | |
| Email nurture | Quarter-spanning cycles kept warm: capability updates, new certs, project stories. |
Landing pages that convert here
- Capability pages at spec depth: processes, materials, tolerances, capacities, certifications
- Certification and compliance pages (ISO, industry-specific) — the filters buyers apply first
- Facility and equipment evidence: machine lists, photos, capacity honesty
- Project narratives: challenge, approach, outcome — anonymised where NDAs demand
- RFQ forms that respect engineers: drawings upload, spec fields, no marketing fluff
Creative angles worth testing
- The facility as proof: real floor, real machines, real tolerances met
- Engineering content: material selection, process trade-offs — authority engineers bookmark
- Certification storytelling: what your ISO actually guarantees a buyer
- Export capability: logistics, lead times, communication cadence for overseas POs
- People depth: the engineers behind quotes — B2B buys teams, not brochures
How we measure it
- RFQs and technical enquiries by capability, geography and source
- Spec-keyword rankings across target sourcing markets
- Quote pipeline progression (CRM-connected, quarter-aware)
- Diligence-page engagement from active evaluations
- Export enquiry share and market mix over time
Lead quality, not lead theatre
Industrial lead quality is binary: a spec-matched RFQ is gold; everything else is noise. We engineer for the binary — capability pages that state ranges and limits plainly, RFQ forms with drawing uploads and spec fields, and routing that puts technical enquiries in front of engineers fast. Tracked to quotes issued and POs won, on a timeline that respects procurement reality.
Where to start
Services built for this industry.
Questions
Asked before you ask.
Does digital marketing really work for industrial B2B?
It works differently, and often better — because industrial demand is spec-explicit. An engineer searching 'ISO 13485 injection moulding Malaysia' is a purchase order with a keyboard. Volumes are tiny; values are enormous; competition is often lazy. Capability-led SEO in these niches is some of the highest-ROI marketing we build, precisely because most competitors still treat websites as brochures.
Our sales cycle is 6–12 months. How is marketing measured?
On a pipeline clock, not a campaign clock: RFQs and technical enquiries as leading indicators, CRM-connected progression (enquiry → quote → PO) as truth, and quarterly cohort views instead of monthly lead-count theatre. The setup work — source capture, CRM wiring — happens up front so that when Q3 closes what January started, the attribution survives.
Can this bring export customers, not just local ones?
Yes — sourcing searches are global by nature, and 'precision machining Southeast Asia' is typed in Munich and Melbourne alike. Export-focused capability pages, English-first depth, logistics and communication clarity, and rankings tracked per target market: that's the machinery. Several of our own service structures run this way — remote, written, timezone-disciplined.
We have NDAs on most projects. How do we show proof?
Anonymised narratives work: sector, problem class, spec challenge, approach, measurable outcome — no client names, no identifying details, and nothing invented. Pair them with the proof that isn't confidential: certifications, machine lists, facility evidence, tolerance capabilities. Buyers read anonymised-but-specific as credible; they read vague as empty.
Next step
Bring us your market.
One conversation is enough to know if we fit. We'll tell you honestly what it takes to grow in your industry — and what we'd do first.