Industrial engineering businesses are constantly struggling to balance CAPEX commitments and OPEX optimisation. Customer relations are typically very long and suppliers are often part of a bigger solution, which makes it essential to show their value as an ingredient brand.
Buying processes can be extremely technical, but also involve strategic decisions across a broad scope of stakeholders, all with important agendas to satisfy, such as automation or sustainability.
Communicate benefits, not features
As an industrial engineering business, your customers come to you for complex, innovative solutions that help them to become more sustainable, automated, and efficient.
But to illustrate just how valuable your services and solutions are, you can’t focus on product specs alone.
Cases
Looking for
a little reassurance?
Looking for
a little
reassurance?
Danfoss District Energy
“Ecopolis was a revolution for Danfoss. In a company of 23,000, our CEO doesn’t use his time looking at brochures. So it tells you something that he singled out the CBC developed Ecopolis as one of the best communication initiatives the company has ever taken.”
Thomas Heide Jorgensen,
Marketing manager, Danfoss District Energy
“The brand consolidation and refocusing initiative is a pivotal element in FLSmidth’s growth strategy. CBC’s grasp of the issues involved and strongly executed creative campaign have made an invaluable contribution by helping us transform our global image within a very short span of time.”
“With help from CBC, we have been able to strengthen our customer appeal and generate leads that clearly demonstrate the ROI on our marketing efforts.”
“We need marketing partners who are willing to challenge our thinking and help us deliver results that raise the bar – in terms of digital marketing, CBC brings a level of professionalism, expertise, and creativity that we have not found elsewhere. I look forward to seeing what our creative collaboration will produce next.”
Edward Wynne Morris,
Communications Director, Huntsman Advanced Materials
Yours is a people business, where you don’t just provide a solution to a technical problem; you enable better business and a better quality of life for us all.
Product parity is a constant challenge to maintaining competitive edge, so there must be more as a partner and solution provider you bring to the table.
Your challenges include:
Penetrating new, and sometimes saturated, markets
Convincing potential (risk-averse) customers to choose you
Addressing the energy transition and sustainability agenda
Focusing on driving down maintenance costs
Growing share of upgrade and retrofit business
Positioning and growing original parts business
Your buying centres include:
Plant and Site Management
Process Engineers
Maintenance Management
Procurement
Users
Board and owners
Brands we’ve engineered for success
We support many leading businesses in the global industrial engineering sector, giving us a deep understanding of its challenges, trends, regulations, and drivers. This means we never require a long onboarding process and know exactly how to develop the most effective approach for your needs.
Practical tips, explanation, and insights for sales and marketing alignment, inbound marketing, and digital lead generation.
This is essential reading for any marketeer in industrial engineering looking to accelerate brand awareness, promote products or services, and grow international market share.
