Industry
Marketing for machinery and equipment makers
Makers of machines, equipment and components sell on long cycles to buying committees, and their installed base is the cheapest pipeline they have. These pieces map the capital equipment buying committee from public bid documents, show what parts and service pages leave out, and cover the 2027 shows, including the big ones taking the year off.
Written for industrial machinery and equipment (6)
Aftermarket sales for parts and service: your installed base is your cheapest pipeline
We read the parts, service and upgrade pages of ten machinery and equipment makers. Four state a parts shipping speed or stock count, one prices its service plan and none lets a visitor look up parts by serial number. Those gaps are where an aftermarket sales plan starts.
Selling automation to manufacturers after a year of AI pilots: what plant managers want to hear
Plant leaders told Manufacturing Dive they buy against downtime, scrap and throughput, prefer retrofits, and distrust vendors who skip the safety case. We checked eight automation homepages to see which ones lead with those numbers.
World of Concrete 2027 and AHR Expo: the January show plan
World of Concrete opens Jan. 19 in Las Vegas and AHR Expo opens Jan. 25 in Chicago. The early rates close Dec. 11 and the meetings get booked before the holidays, so the plan starts in November.
New robot safety standards: what automation marketers need to change in their copy
The revised ISO 10218 and ANSI/A3 R15.06 treat "collaborative" as a property of the application. We read 10 robot and cell product pages and sorted their safety wording into patterns that hold up and patterns that need a condition.
Selling capital equipment to a B2B buying committee
Public equipment purchases put the buying committee in writing: who sits on it, how they score you and what they ask for. Read four of those documents, from a town's screw press to a college's CNC tooling, and you have a working map of who decides on a machine or automation cell, and the one asset each person needs from you.
Marketing through a system integrator: what makes one recommend your product
On an automation project the integrator usually writes the bill of materials and the plant approves the quote, so the integrator decides whether your brand is in it. We compared six integrator programs and directories, from A3 and CSIA to Inductive Automation, FANUC, Rockwell and Siemens, to see what they ask of integrators and what they give back.Guides for every manufacturer (26)
Durable goods orders are up 8% in 2026, and primary metals orders fell once price is taken out
After taking each industry's producer price change out of its 2026 orders growth, we estimate machinery volume is up 8.7% and primary metals volume is down 4.0%.
Can you put a customer's drawing into ChatGPT? What OEM purchase terms and AI addendums now say
We read 10 published purchase terms from OEM buyers. Five now have AI clauses, and all five put the buyer in control of when AI touches its data or your deliverables.
The manufacturing PMI says rebound. The new money is narrow.
September 2026's numbers show orders rising across most of manufacturing, but the hiring, machine buying and big construction starts are clustered in a few end markets. What that means for a 2027 plan.
The 2027 marketing plan for a manufacturing company, on one page
A 2027 marketing plan fits in six boxes: the end markets you will win, the accounts, the proof you lack, three channels you can staff, the budget and four numbers you report monthly. The template, an illustrative filled-in example and a six-week schedule that starts the week of Oct. 26, 2026.
What public manufacturers spend on advertising: a B2B marketing budget benchmark from 56 10-Ks
We pulled the advertising expense that 56 public manufacturers and industrial distributors reported in their latest 10-Ks. The median was about half of one percent of revenue. These are public companies that chose to disclose the number, not typical 50 to 500 person shops, so the pattern at the edges tells you more than the median.
Manufacturing SEO: what the pages that rank actually have
We ran 12 real buyer searches across six industries on Oct. 26, 2026 and opened the manufacturer pages on page one. Most were thinner on specs than you would guess, and that gap is where a mid-size manufacturer can win.
Which technical data sheets get cited in AI answers? We asked 30 spec questions to find out
On Oct. 26, 2026 we put 30 engineering spec questions to Google AI Mode and Perplexity and logged the sources they linked. The pages that got cited stated the number in plain text, and they did not have to sit on the manufacturer's own site. One day's run, two engines, with the full log.
Is Thomasnet worth it? What a job shop gets from Thomasnet, Xometry and the RFQ marketplaces
Directories sell visibility. Marketplaces sell finished jobs on the platform's terms. Your own website is the only one of the three that sells your shop. We read each platform's supplier terms and checked who ranks for two common buyer searches.
Trade show marketing that pays back: a 2027 ROI worksheet for manufacturers
Set the target before you sign the space contract, price the show with every line in, and give every badge scan 10 business days to become an opportunity. A worked example with real 2027 rates shows how thin the margin can be.
Trade show booth cost in 2027: what 12 exhibitor price sheets actually say
We pulled the published 2027 space rates from 12 shows that manufacturers exhibit at. A 10x10 runs $3,000 to $6,300 before you add a chair, a carpet or a plane ticket, and five shows still will not put a price on their website.
Manufacturing trade shows in 2027: 123 shows by industry, with the off years marked
IMTS, MODEX, PTXPO, PACK EXPO International and CONEXPO are all off in 2027. NPE and ProMat are on, and 46 of the year's 112 dated shows land in April and May.
E-commerce for manufacturers without starting a war with your distributors
Sell online what your channel does not want, send everything else to a distributor, and put the rules in writing. Six channel-led manufacturers show how they split it, as of Oct. 26, 2026.
Account-based marketing for manufacturers: build the target account list from public data
You do not need a data platform to pick the 100 to 300 accounts worth chasing in 2027. You need five public signals that show who is spending, a scoring sheet and an hour a month. The method below comes with real, dated examples of the signals.
CRM for manufacturing: decide what your ERP owns first
Before you pick a CRM, decide which system is the record for each piece of data. A field-ownership map by sales motion, the five ERP fields worth syncing, a requirements checklist, and what to skip in year one.
How to write a price increase letter or tariff surcharge notice for 2027
We read 10 real price notices that manufacturers issued in 2025 and 2026. Of the seven that show both a notice date and an effective date, four gave less than 30 days, and only one of the 10 tied its charge to a public index. What to copy, what to avoid, and two templates.
Getting covered: trade press pitches and the 2027 manufacturing awards worth entering
A directory of 20 trade publications across six industries, with what each one takes from outside and how far ahead, plus the 2027 manufacturing awards and benchmarking programs in the order you need to act. The first deadline is Jan. 15, 2027.
Employer brand for manufacturers: the careers page and a Manufacturing Day 2027 plan
Manufacturing recruitment starts on the careers page, and only one of the eight manufacturer pages we scored stated pay. What a machinist or production candidate wants to see, what to fix first, and a Manufacturing Day plan that starts in the spring.
Marketing team structure for a manufacturer: what a team of one to three should own and hand off
We read 20 marketing job postings from US manufacturers and industrial distributors that were live on Indeed on Oct. 26, 2026. Most describe a generalist who supports sales, runs trade shows and keeps the website current. How to split that work across one, two or three people, and what to buy from outside.
Are manufacturers blocking AI crawlers? We read the robots.txt files of 113 manufacturers and distributors
Of the 105 manufacturer and distributor robots.txt files we could read on Oct. 26, 2026, six block any AI crawler and none block the bots that put a site into ChatGPT, Claude or Perplexity answers. Let the search bots in, decide on training on purpose, and check your CDN.
Selling into the data center supply chain: who buys, and what they need from suppliers
Data centers were the three largest construction starts in September 2026, and one big electrical distributor's US data center sales grew by triple digits in the third quarter. Who actually places the orders, what a project buys, and how a mid-size manufacturer or distributor gets on the approved supplier list.
Economic indicators calendar 2027: release dates and timing for the ISM PMI and seven more numbers manufacturers watch
Eight monthly releases tell a manufacturing marketer whether customers are about to buy more or less. This calendar lists the 2027 dates the publishers have posted, ISM's expected dates and the usual timing of the three releases with no posted schedule, plus what each release measures and which industries it leads.
Is IMTS in 2027? The big shows taking an off year, and what to do instead
IMTS 2027 does not exist, and neither do MODEX, PTXPO or PACK EXPO International. The seven big shows taking 2027 off, when each returns, the 2027 shows that fill each gap, and how to spend a budget that suddenly has room in it.
How many manufacturing companies are in the US? 25,716 have 50 to 499 employees
Census counts 239,265 manufacturing companies in the US. Only about one in ten is mid-size, which means the list of every company that could buy from you is shorter than you think.