Taking A Deep Dive: Marketing Technical or Complex Engineering Brands (With Examples)
Technical companies usually think their marketing problem is that the product is hard to explain. It almost never is. The product is explainable. The problem is that the people deciding do not all understand it, and they are deciding anyway. Forrester’s 2026 study of nearly 18,000 business buyers found an average of 13 internal stakeholders plus 9 external participants influencing a purchase. Some of those people are engineers who can read your spec sheet. Most […]
Top 5 Channels – Social Media Marketing for Manufacturing Companies (Stats & Benchmarks)
Most manufacturers approach social media by asking what would be interesting to post. That is the wrong question and it produces the wrong content, which is why so many industrial feeds are stock photography and award announcements nobody reads. The right question is narrower. What can we post that literally nobody else can? For a manufacturer the answer is almost always the thing you find boring, because you see it every day. The line running. […]