B2B Industrial & Manufacturing Marketing in 2026
Engineering and equipment manufacturing firms
Your best customers found you through word-of-mouth or industry connections years ago.
You’re not sure how to reach new ones. And when procurement teams research suppliers, you’re rarely on the shortlist. Most industrial businesses have long-term clients who’d refer them to peer companies—but no system to make it happen.
Why Now
Procurement teams and engineers are asking AI, “find suppliers for [component/service] in Australia,” and searching LinkedIn for recommendations before RFQs go out.
They’re checking certifications, reading case studies, and judging capability based on your digital presence. If you’re invisible in these early research phases, you’re not even considered.
Rata Power Claw’s Record Sales Growth Through Industrial Marketing
How we engineered an omnichannel B2B campaign that turned awareness into conversions
Read the full case study → here
The 5 Tactics
Industrial businesses using this system get 60%+ of revenue from repeat and referral clients while systematically expanding into new markets.
The Database: 2 Emails Per Month
- One with industry updates, supply chain insights, or technical tips.
- One with capability showcases, new equipment/services, or customer success stories.
- Your existing clients know other manufacturers and engineers who need you.
Key metric: Email engagement, referrals, repeat order rate
LinkedIn & Google Business Profile: Weekly Updates
- Project completions, capability demonstrations, certifications, behind-the-scenes manufacturing.
- LinkedIn reaches decision-makers. Google Business Profile captures local B2B searches.
Key metric: LinkedIn engagement from target industries, enquiry quality
Systematic Referral Program
- "Refer another manufacturer/builder/engineer, get $1000-5000 credit on your next order" (scaled to typical order value)
- Industrial buyers trust peer recommendations above everything else.
Key metric: Referral revenue, % of new clients from referrals
AI-Ready: Answer Questions Publicly
Technical content that positions you as the expert AI recommends.
- What tolerances can [process] achieve?
- How to choose between [method A] vs [method B]?
- What certifications matter for [application]?
Key metric: Technical content pieces (50+ yearly), inbound technical enquiries
Paid Media to Your Target Audience
- LinkedIn ads targeting procurement, engineering, and operations roles in relevant industries
- Google Search ads for technical/supplier searches
- Industry publication ads where your buyers actually read
Key metric: Cost per qualified enquiry, enquiry-to-quote conversion