Sparks flying from a press brake as a worker bends steel in a fabrication workshop
Manufacturing

Manufacturing Digital Marketing, AI & MarTech Consulting

I help manufacturers fix underperforming marketing, hold agencies to account, and build the systems that tie long sales cycles back to revenue. The usual finding is spend that cannot be traced to pipeline, so no one can say what is actually working.

The challenges manufacturing faces

Declining marketing ROI

Budget keeps going out the door with no clear line back to qualified pipeline or revenue.

Agency accountability

Multiple agencies report on their own terms, so spend cannot be compared like for like.

Long sales cycles

Trade and distributor journeys span months, so last-click metrics miss where deals are really won.

Trade and retail split

One brand often serves both trade and retail, with different buyers, channels, and data.

The approach for manufacturing

Start with an honest diagnostic of where spend and data are leaking, connect the systems that track long sales cycles, then keep agencies and channels answering to one set of numbers.

Marketing Problem Solving & AuditsAn unbiased diagnostic on where marketing spend, data, and pipeline are leaking.MarTech Systems & AutomationConnect CRM, analytics, and ad data so long sales cycles can actually be measured.Fractional CMO & Senior AdvisorySenior marketing leadership to set direction and hold agencies and channels to account.

Related projects

02Manufacturing
Multi-Brand Kitchen CompanyA full digital strategy across multiple kitchen brands, for both trade and retail customers. The work started with a competitive audit and customer research, covering search demand, competitor positioning, and purchase journeys across the two segments. From there came positioning frameworks, content plans, and channel priorities across Meta, Google, Pinterest, and SEO, a paid advertising structure with clear audience segmentation, and a phased implementation roadmap with KPIs for each channel and audience segment.View Project
02Manufacturing
Perth Manufacturing BusinessProvided digital strategy and website development for a Perth-based manufacturing business, focused on improving local search visibility for trade-specific queries in the Perth metropolitan area.View Project
See all projects

Questions

Straight answers. If yours is not here, ask it directly.

We have multiple agencies. Can you make them accountable?

Yes. A unified measurement framework and senior oversight make each agency's contribution visible, so spend can be judged on pipeline, not activity reports.

Our sales cycle is long. How do you measure marketing?

By connecting CRM and marketing data so opportunities can be traced back to their source over months, rather than relying on last-click metrics that miss most of the journey.

Do you work with both trade and retail brands?

Yes. Many manufacturers serve both, and the work separates the two audiences, channels, and data so each is measured and managed on its own terms.

Advisory only, or hands-on?

Both. Some engagements stop at the diagnostic. Others run on into fractional CMO leadership and hands-on MarTech implementation.

Tie your marketing spend back to revenue