B2B & Industrial
B2B marketing for businesses that sell to other businesses
B2B buying is slower, involves more people, and is almost entirely decided before anyone contacts you. A procurement manager shortlists three suppliers from research you never see, and the deal is effectively settled by the time your phone rings. Our job is to make sure you are on that shortlist.
The overview
What this actually involves
Most B2B marketing advice is written for software companies with short sales cycles and self-serve pricing. It does not transfer to a business selling capital equipment, industrial components or contract manufacturing, where a single order can be worth more than a SaaS company's entire month and the decision takes nine.
What actually matters in that world is narrower than it looks. Being findable when a buyer researches the problem rather than your brand. Having specifications, capabilities and certifications visible rather than buried in a PDF. Replying to a request for quotation in hours rather than days. Most established B2B businesses lose deals on the third of those more often than the first.
So we do not start by selling you content volume. We start by finding where enquiries are being lost between a buyer's first search and your sales team's first reply, and fixing that order.
We have worked with established businesses since 2019. More about how we work.
What you end up with
- Visibility during the research phase, not just on your own brand name
- Capability and specification pages buyers can actually evaluate
- A quotation route that does not lose people before they enquire
- Enquiries captured with their source, so attribution finally works
- Reporting on quotations and qualified leads rather than traffic
How we run it
How the work is sequenced
Map the buying committee
A technical specifier, a procurement lead and a finance approver search for different things and need different pages. We work out who is involved in your deals before deciding what to publish.
Fix findability for the research phase
Buyers search problems and specifications long before they search suppliers. Those searches are less contested than agency-style terms and bring people who are genuinely in-market.
Make the enquiry easy to place
Clear capability pages, downloadable specifications, and a quotation route that does not demand a phone call. Many industrial sites make enquiring harder than it needs to be.
Close the loop with a CRM
Every enquiry captured with its source, so you can see which searches produce quotations and which produce tyre-kickers, and spend accordingly.
Where to start
The B2B work we are asked for most
FAQ
Common questions
Find out where your buyers are looking
A free audit of your visibility against the competitors you lose tenders to.