Manufacturing Conglomerates
Your products are complex. Your marketing should not be.
Manufacturing companies tend to rely on relationships, trade shows, and word of mouth. That worked for decades. It still works, but the buyers have changed. 73% of B2B buyers now do most of their research online before talking to a salesperson. If your website is a brochure from 2018 and your digital presence is nonexistent, you are losing deals to competitors who show up when buyers search. We help manufacturing conglomerates build marketing programs that generate qualified leads — not just awareness — across multiple business units.
Why Manufacturing Marketing Is Stuck
Decentralized Business Units With No Marketing Coordination
Each division or brand has its own approach — one has a brochure website, another hired a local agency for social media, a third does nothing. There is no shared strategy, no brand consistency, and no way to know what is actually working across the organization.
Long Sales Cycles and Complex Buying Committees
Manufacturing deals often involve 5-10 decision makers, take 6-18 months to close, and require technical content that generic marketing agencies cannot produce. The engineer needs specs, the purchasing manager needs pricing context, the VP needs ROI data. Most marketing programs only speak to one of those people.
The "We Do Not Need Marketing" Mindset
When your backlog is full, it feels like marketing is unnecessary. Then the cycle turns, the backlog thins, and suddenly everyone is scrambling. The companies that market consistently through full cycles are the ones that recover fastest when demand drops.
Trade Shows Are Expensive and Hard to Measure
A single trade show costs $30K-$100K when you factor in the booth, travel, staff time, and follow-up. Most manufacturers cannot tell you how many deals actually originated from a given show versus just saying hello to existing customers.
How We Help Manufacturing Companies
We build marketing programs that work alongside your sales team — generating demand, nurturing long buying cycles, and producing content that speaks the language your buyers actually use.
Multi-Division Marketing Strategy
We create a unified marketing framework that gives each division its own identity while maintaining corporate brand consistency. Shared infrastructure — CRM, analytics, content — with division-specific messaging and campaigns. This cuts costs and improves coordination without forcing a one-size-fits-all approach.
Technical Content That Drives Leads
Whitepapers, spec sheets, application guides, case studies — written by people who can actually talk to engineers and purchasing managers. We worked with a specialty chemicals manufacturer and produced 12 application guides that generated 180 qualified leads in six months. Their previous agency produced social posts that generated zero.
Digital Lead Generation
SEO targeting the specific terms your buyers search, Google Ads for high-intent keywords, LinkedIn campaigns aimed at the right job titles at the right companies. We built a digital lead program for a $200M industrial products company that went from zero online leads to 45 qualified opportunities per month within nine months.
Trade Show Optimization
We do not tell you to stop going to trade shows. We help you get more out of them — pre-show outreach, better lead capture, faster follow-up sequences, and attribution tracking so you actually know the ROI. Most of our manufacturing clients see a 2-3x improvement in trade show lead conversion just from fixing the follow-up process.
The Numbers
Qualified leads from technical content in 6 months
Online leads for $200M industrial company
Improvement in trade show lead conversion
Previous online lead gen for most new clients
Build a Marketing Engine for Your Manufacturing Business
Tell us about your business units, your sales cycle, and your current marketing setup. We will tell you where the biggest opportunities are and what it takes to capture them.