Manufacturers, metal and processing
Marketing for
manufacturers
You manufacture well and prove it on the shop floor. The problem is the specifier decides before ever setting foot in it.
The usual problem
- Your competitive edge is visible on the shop floor and never explained on the website.
- You compete with Asian manufacturers who compete on price alone.
- The specifier —engineering firm, architect, installer— does not know you exist.
- The entire pipeline depends on two veteran salespeople.
- Technical documentation lives in folders only production knows about.
How we solve it
- Content that translates plant capability into an advantage the client can see.
- A value argument against price alone: lead time, service, certification.
- Presence in the specifier circuit through specification content.
- A system that generates enquiries without relying on the sales team calendar.
- Technical documentation organised, downloadable and traceable.
Where we would start
Related work
Industry & B2B
Disproquima
We redesigned the architecture so every product family had its own indexable entity, with datasheets legible to both the engineer and the buyer.
Food
Norel
A multilingual international site structured by species and product line, so the vet and the procurement lead find what they need in two clicks.
Logistics
Grupamar
A corporate site with services ordered by customer need rather than internal org chart, plus branches, a client area and online tools.
Frequently asked questions
How do you reach the specifier?
With specification content: selection guides, material comparisons, construction details, application cases. The specifier is trying to solve a specific technical problem; if your content solves it, you get into their spec.
Is it worth it if we sell through distributors?
Especially then. The distributor sells what gets asked for. If the end user and the specifier know your brand, the distributor stocks it. It is the cheapest way to win shelf space in a channel you do not control.
What if our product is a component nobody sees?
Even better: there is less noise. Technical components get very specific searches and almost no serious content competing for them. It is where results show up fastest.
How long before it shows?
The first qualified enquiries usually appear between month 4 and 6. In long industrial cycles, the order can arrive well after that: what you measure first is the quality of the contact, not revenue.
Digital assessment
for your plant
We review your catalogue, your technical site, your search and AI visibility, and how you reach the specifier. Prioritised report, no obligation.