B2B marketing leaders know how critical it is for industrial companies to scale without creating chaos. But it can be done. And done well. We’ve got 10 inspiring industrial marketing examples that show how top-tier players fill their pipeline, shape their reputation, and drive revenue with clarity and impact.
In these examples, you’ll find strategies anchored in real-world results. Find the ones that best match the needs of your business so you can adapt them to your own playbook.
What is Industrial Marketing?
Industrial marketing is the strategic process manufacturers and industrial industry partners use to engage with current and prospective customers. Because industrial-focused businesses have sophisticated audiences, longer buying cycles, and complex solutions, industrial marketing efforts tend to lean into education, technical accuracy, and long-term trust-building.
At its core, industrial marketing includes:
- Educational Content
Deep-dive resources—whitepapers, spec sheets, case studies—designed to prove expertise and provide immediate ROI to busy engineers or procurement teams. - Multi-Channel Engagement
A measured mix of SEO, PPC, email, social media, trade shows, and tools like chatbots can help you reach audiences across channels. - Tools & Technology
Functional tools like product configurators, CAD downloads, quote builders, and live chat can streamline the decision-making process. - Measurement & Attribution
Measurable data points can help you follow the direction of a campaign and let you know when adjustments need to be made so that messages and contact points aren’t wasted.
Ten Inspiring Industrial Marketing Examples
You may be thinking, “All of this sounds good as a concept, but the question is what does it actually look like?” Each example here highlights the strategy, execution, and measurable results of different facets of industrial marketing.
Example #1: SEO + Content Strategy
Overview
Davron Technologies, a manufacturer of industrial ovens, wanted to speed its growth by improving new customer acquisitions.
Strategy & Execution
- They first conducted a comprehensive audience workshop to identify buyer personas and pain points.
- Built a Resource Center packed with deep content and application-specific case studies.
- Launched targeted SEO campaigns for keywords like “custom industrial oven” and “thermal processor design.”
- Supplemented their SEO strategy with paid search ads to reach engineers and procurement teams.
Results
- Generated $9 million in marketing-sourced pipeline in year one.
- Increased new customer acquisitions from 1–2 per year to eight.
- Boosted website visits, time-on-page, and lead capture rates through gated content.
Why This Strategy Works
- Brings technical depth—leveraging internal SME insights for credibility.
- SEO helps build visibility to active buyers long before they request quotes.
- The Resource Center acts as a top-of-funnel nurturing engine, feeding consistent lead growth.
Takeaway
Start with SEO fundamentals like keyword research, technical audits, and content gated strategies, and back them up with paid media to land your message.
Example #2: Multi‑Channel Campaign
Overview
Multi‑Tek, an engineering-focused custom cable and wire harness manufacturer, wanted to create a steady pipeline of qualified, high-margin leads, diversifying their customer base, and building a sustainable marketing engine cience.com+7gorilla76.com+7gorilla76.com+7.
Strategy & Execution
- Current clients were interviewed to understand buying behaviors, key decision-makers (e.g., design and mechanical engineers), and critical evaluation criteria.
- This information guided the redesign of their website, emphasizing the user experience, vertical-specific messaging (e.g., industrial automation, machinery), and lead-generation elements like gated resources and case studies.
- Multi‑Tek developed a Learning Center with blogs, spec sheets, compliance guides, and a video series featuring their subject matter experts explaining custom cable design, manufacturing tolerances, and quality assurance processes.
Results
- Transitioned from low-intent leads to high-intent, marketing-sourced opportunities.
- Established a repeatable marketing funnel with tracking, measurement, and consistent optimization.
Why This Strategy Works
By aligning messaging with buyer needs, building educational assets, and promoting through both intent (search) and awareness (social), Multi‑Tek established an intelligent lead-generation engine—fueling growth without operational chaos.
Takeaway
Mid-market industrial firms should invest in:
- Building messaging grounded in customer research
- Structuring websites for conversion
- Creating content that helps engineers solve real problems
- Deploying balanced digital campaigns across search and social channels
Example #3: PPC Intent Capture
Overview
PaulB Parts refined their paid digital approach into a pipeline-driving machine.
Strategy & Execution
- They consolidated successful ad groups, eliminated underperforming ones, and layered intent-focused keywords tied to parts and industrial equipment.
- New ads featured clear CTAs like “Request a Quote,” “Call Now,” and aligned with redesigned landing pages showcasing parts specifications, images, and forms.
- Enhanced campaign tracking tied PPC engagements back to actual converted sales, not just clicks.
Results
- 150% increase in year-over-year PPC ROI
- 75% increase in PPC conversion rate
- 23% decrease in cost per lead (CPL)
Why This Strategy Works
A focused, data-driven PPC overhaul can transform digital advertising into a reliable revenue engine. By optimizing account structure, ad content, landing pages, and attribution, PaulB Parts turned PPC into a primary intake channel for technical, budget-ready customers.
Takeaway
A strategic relaunch, starting with a full campaign audit, focusing on high-intent keywords, updating landing pages, and enabling effective tracking, can triple performance in short order.
Example #4: High-Trust Case Study
Overview
The precision fastener and shim company Spirol launched a series of focused case studies to showcase engineering-led solutions.
Strategy & Execution
- Crafted a standalone landing page and technical PDF with results, drawings, and calculation examples.
- Promoted it via SEO, newsletters, and rep outreach to military and defense manufacturers.
Results
- Engineers across the vertical downloaded product specs and guides.
- Sales reports improved lead quality: prospects approaching with ready-to-engineer inquiries.
- On-site quotes increased by 20%, with more technical RFQs converted due to engineered trust.
Why This Strategy Works
- Uses industry-specific proof, making content resonate deeply with technical buyers.
- Elevates Spirol from “parts supplier” to trusted problem-solver.
Takeaway
Compile niche case studies featuring real engineering challenges and solutions. Then promote them strategically via vertical channels and email to maximize impact.
Example #5: Interactive Engineering Tools
Overview
Spirol strengthened its digital offering with an online configurator, CAD downloads, and direct access to application engineers
Strategy & Execution
- Enabled instant product configurations: engineers select pin/shim specs, material, and plating, and can see immediate pricing possibilities.
- Provided downloadable CAD/STEP files for design integration.
- A “Chat with Engineer” feature enables technical questions to be asked during the download flow.
Results
- CAD downloads increased website engagement and average user session time.
- Leads with CAD files attached submitted 30% higher RFQs.
- Engagement with configurator-qualified profiles tripled.
Why This Strategy Works
- Removes friction—engineers can explore before committing to a budget.
- Demonstrates system-level credibility—designer-first strategy shows true value.
- Turns passive content visitors into proactive buyers.
Takeaway
When selling to engineers, “tools” can help elevate the experience and speed up qualification.
Example #6: Social Engagement with Technical Depth
Overview
ArcelorMittal, the world’s largest steel producer, has redefined industrial branding by using social media beyond PR—to foster technical conversations, engagement, and knowledge-sharing.
Strategy & Execution
- Shares content on social media about sustainability, safety, and emerging technologies.
- Posts short technical explainers (“How e-steel is produced,” “Digital steel mills”) with infographics.
- Retweets downstream partner success stories and engages directly with technical queries.
Results
- Engagements on technical topics outperform standard corporate posts by up to 3X.
Why This Strategy Works
- Engineers value substance, and social media becomes a channel for professional credibility.
- Active engagement builds relationships even before RFQs are floated.
Takeaway
Use social channels strategically: share real tech insight, engage authentically, and amplify vertical initiatives to build authority long-term.
Example #7: Procurement RFQ Chatbot
Overview
Promena, a digital sourcing and e-procurement platform, introduced an AI-powered chatbot to streamline the Request for Quotation (RFQ) process—helping industrial clients accelerate procurement workflows and reduce manual effort. Their solution is designed to manage RFQ interactions, supplier negotiations, and documentation verification within a conversational interface.
Strategy & Execution
- Automate initial RFQ interactions to increase process speed and supplier engagement.
- Embedded into e-sourcing portals, the chatbot facilitates supplier onboarding, answers RFQ-specific questions, and assists with bid submissions.
- Chatbot prompts users for missing data, offers document uploads, and flags compliance issues.
- Logged interactions enable the procurement team to analyze recurring questions and continuously refine chatbot intelligence.
Results
- This solution drastically reduces RFQ processing time, helping manufacturers respond faster to procurement needs.
Why This Strategy Works
- Automating RFQ tools through conversational AI cuts operational bottlenecks and helps procurement teams redirect focus to strategic sourcing.
- Easier, guided RFQ process improves supplier engagement and compliance.
- Insights gained through individual chats feed future improvements to make each interaction smarter and more precise.
Takeaway
A lightweight chatbot can automate early-stage interactions to enhance fulfillment speed, improve order accuracy, and increase supplier satisfaction.
Example #8: Virtual Summit & Partnership
Overview
ABB hosted a virtual summit titled “Ransom-Aware OT Defense Summit” in partnership with Industry IoT. During the event, ABB released its "Defense in Depth" playbook.
Strategy & Execution
- ABB invited its subscribers, customers, and regulatory stakeholders via email and LinkedIn to the event.
- While the summit was live, ABB made recordings and resources available for download post-event—extending shelf life beyond the live date.
- ABB and Industry IoT promoted the event outputs using press releases and partner newsletters to reinforce their leadership in OT cyber safety.
Results
- 800+ delegates registered for the live summit.
- Major tech and consulting brands participated, including IBM, Cisco, BCG, BASF Digital Solutions, and Norsk Hydro.
Why This Strategy Works
- By addressing a high-priority topic—cybersecurity—ABB demonstrated immediate value instead of generic promotional messaging.
- Partnering with respected organizations significantly boosted ABB’s credibility.
- The playbook acted as a gated asset, helping ABB maintain engagement beyond the event itself.
- On-demand recordings and downloadable assets turned a one-time event into a perpetual digital resource.
Takeaway
Choosing a timely, high-value topic and partnering with respected voices is a strategic, scalable way to generate qualified leads, reinforce thought leadership, and build long-term engagement and all with measurable reach and repeat value.
Example #9: Video-First Learning Series
Overview
Bosch Rexroth produced a quick explainer video series and deep case study videos.
Strategy & Execution
- "Factory Floor Hacks" are 3–5 min episodes solving common automation issues (like minimizing downtime).
- Case studies are in-depth storytelling showing paperless shop-floor communication and IoT integration.
Results
- The Hacks series averaged 8,000 views per video, generating 350+ tracked leads.
- The case video drove significant demo requests and internal inquiries.
Why This Strategy Works
- Balances quick stories with deep-form content to cater to the buyer’s needs across their journey.
- Video content ranks well in SEO, which boosts brand visibility.
Takeaway
Both video packets were promoted strategically to build awareness and capture demo/inquiry actions.
Example #10: Hybrid SEO & PPC
Overview
Wyatt Seal, Inc.—an industrial seal manufacturer and distributor—generated high-quality, sales-ready leads by combining SEO, PPC, and content strategy in a coordinated digital funnel.
Strategy & Execution
- Wyatt Seal created a map of ideal buyers and defined their pain points (e.g., preventing leaks, maintaining heavy machinery) and search intent.
- They redesigned the homepage and industry landing pages with SEO-friendly structure, targeted messaging, and vertical-specific copy.
- Implementing on-page and technical SEO, plus content marketing—including downloadable assets like an “Engineer’s Cheat Sheet”—drove organic visibility.
- People who downloaded content were enrolled in an email sequence that reinforced technical credibility, shared case studies, and prompted RFQs.
Results
- 73% increase in website sessions
- 49% increase in qualified leads
- 41 new customers acquired directly through the campaign
Why This Strategy Works
This integrated strategy illustrates how SEO and PPC complement each other. SEO builds credibility and accumulates momentum; PPC capitalizes on immediate buyer intent. Content funnels nurtures decision-makers, while tracking proves ROI.
Takeaway
Pair SEO and PPC intentionally: let SEO build your presence and educate buyers, then use PPC to activate intent and convert.
Three Key Takeaways
Across these industrial marketing examples, some clear themes emerge.
- Lead With Value, Not Volume
Each campaign started with a deep understanding of the buyer and built resources tailored to their goals. Every asset delivered utility, not fluff. - Layer Channels Strategically
No example relied on a single tactic. Instead, the best results came from combining two or more: SEO and PPC, email and case studies, or configurators and chats. This channel discipline ensures touchpoints reinforce one another, not compete. - Proof Builds Trust
Case studies, videos, and real-world results speak louder than product specs alone. Each company prioritized credibility over claims, showing how they solved technical problems for real clients.
How Industrial Businesses Can Apply These Tactics
Start Small, Scale Smart
You don’t need a multi-million-dollar budget to execute like Bosch or Xometry. Begin with one or two proven tactics:
- If you’re under-leveraging your site: focus on SEO + content + conversion optimization.
- If your buyers already search with intent, spin up focused PPC campaigns.
- If you need engineering engagement: offer CADs, calculators, or configurators.
Build a “Minimum Viable Funnel”
This might include a gated resource (e.g., buyer’s guide or case study), a follow-up nurture email series, and a quote request or chat CTA. Even a simple funnel—properly aligned—can outperform a bloated one.
Focus on Conversion Clarity
From your homepage to the quote form, make it easy for a prospect to take the next step. One call-to-action, one path. Give them a way to say “yes” at every stage.
Track Pipeline Impact
Align marketing success with revenue—not just traffic or impressions.
The Future of Industrial Marketing
The next frontier for industrial marketing isn’t about trend-chasing—it’s about precision, personalization, and systems that scale.
The big shift? Marketing will own more of the buyer journey, but only if it mirrors how engineers and procurement leads actually research, engage, and buy. If scaling your industrial marketing operation feels chaotic, know this: with structure, strategy, and a little guidance, growth doesn’t have to be hard. It just has to be smart.
Contact Us today for a free consultation about how you can build value-driven, multi-channel systems rooted in buyer needs.
FAQs
Not necessarily. You likely already have some existing materials and you certainly have the expertise. What you need to do is present that in a more packaged way. Think about ABB and the way that they hosted a virtual summit to share their security knowledge.
Social should be an important part of any industrial marketing execution. While it can, and should, be used for promotion and awareness it also presents an opportunity to foster technical conversations, engagement, and knowledge-sharing.
Absolutely. Let’s say you make rivets. Agreed there’s not a lot of the product to show on camera. But there is a lot that goes into the production of those that can be used. Make a video to show how clean and efficient your manufacturing processes are. Have an interview with a product engineer who can share what’s important and special about the design of your rivets.
That really depends on what you are doing. You may only want to host a virtual summit once a quarter but maybe you can put a case study out once a week. More important than volume is value. Every asset you put out should be deliberate and tailored to the needs of your customers and potential customers.
