Manufacturing growth marketing for companies that make equipment, components and systems, and sell them to businesses directly or through distributors. Sales cycles are technical, and engineers decide alongside procurement. We build the plan backwards from your revenue target, then run the campaigns, content workflows and AI agents that deliver it.
15+ years
in growth marketing and go-to-market
$87M+
revenue generated for clients and employers
400+
businesses scaled
Brussels & Berlin
based · client portfolio across Europe, the Americas, the Middle East and Southeast Asia
Manufacturing growth marketing turns your product data, references and trade-fair presence into qualified conversations with the people who specify and buy. It starts from a revenue target. Next, it works out how many orders, quotes and meetings that target needs. Then it picks the few channels that reach engineers, buyers and partners at a cost you can sustain.
What sets it apart is the mix of routes to market. Some customers buy directly. Others order through distributors or integrators. Big events, such as Hannover Messe, still shape the year. Your marketing has to serve every route, and connect what happens at the stand to what happens in the CRM.
Six patterns that hold equipment and component makers back once the product is proven.
01
Hundreds of badge scans. A few weeks later, nobody remembers who to call.
02
The request came in, the quote went out, and then nothing.
03
Engineers, procurement and plant managers buy for different reasons, but get the same brochure.
04
Partners carry your range, but push the product that's easiest to sell.
05
Belgium, Germany and France each have their own standards, languages and buying habits.
06
A senior seller joins, and there isn't enough to work on.
Recognise two or more? Find out which one costs you most.
Get your free evaluationFive people, five different questions. A plan gives each of them the proof they need, in the place they look for it.
User
“Will it run reliably on our line?”
Production or maintenance manager
What wins them: References from a comparable site
Specifier
“Does it meet our specs and standards?”
Design or process engineer
What wins them: Datasheets, CAD files and test results
Budget owner
“What's the total cost, and the payback?”
Plant director, CFO or owner
What wins them: A total-cost and payback case
Gatekeeper
“Is the supplier certified and reliable?”
Procurement, quality, HSE
What wins them: Certifications, lead times and service terms
Distributor
“Can we sell and support it easily?”
Distributor or system integrator
What wins them: Margins, training and ready-made sales material
Six steps, side by side: how it usually runs, how it runs with a revenue-first plan, and what automation takes off your team's plate.
Step
Typical today
Revenue-first plan
Automation helps
Typical today
Last year plus a percentage
Revenue-first plan
Orders needed per segment and channel
Automation helps
Live funnel model
Typical today
One catalogue for everyone
Revenue-first plan
Separate playbooks for direct and distributor sales
Automation helps
Agents build account lists per segment
Typical today
Trade fairs set the calendar
Revenue-first plan
Investment cycles and project timelines per account
Automation helps
Tender and expansion alerts
Typical today
Datasheets and a product catalogue
Revenue-first plan
References become case studies and cost calculators
Automation helps
Agents draft, you approve
Typical today
One channel at a time, when there's time
Revenue-first plan
Outreach, LinkedIn, email and events in one sequence
Automation helps
Follow-ups and CRM logging, automatic
Typical today
Budgets repeat last year
Revenue-first plan
Monthly review, budget follows pipeline
Automation helps
Reports built automatically
Illustrative equipment maker · €910K new-revenue target · 60% direct accounts at €42K, 40% through distributors at €18K
Target
€910K
in 12 months
÷ €32.4K average order
28 orders
17 direct, 11 via distributors
÷ 30% quote win rate
93
quotes
÷ 45% meeting to quote
207
meetings · ≈17 a month
17 meetings a month sets the channel plan. Larger projects follow investment cycles, so they need to start 6 to 12 months ahead.
Run it on your numbersRevenue numbers, not likes or traffic.
Quote-to-order rate
by segment and channel
Cost per qualified meeting
with a decision-maker
Sales cycle length
direct vs distributor
Distributor pipeline
deals each partner brings in
Revenue per account
first order and repeat business
Channel payback
what each euro returns, and when
Usually earn their place
Trade fairs with a follow-up plan
Outreach to named accounts
Case studies with real site results
Distributors and integrators as partners
Technical content for engineers
Founder-led LinkedIn
Often waste budget early
Broad brand campaigns
Fairs without a lead process
Translating before one market works
Retainers paid for output
Built for equipment, component and industrial technology makers with proven products and first customers, 2 to 100 people, and no senior marketing lead yet.
Step 1 · Start here
Your 12-month go-to-market plan, built backwards from the revenue target.
Fixed price · delivered in 7 to 10 days
See what's includedStep 2 · If it fits
Embedded 2 to 3 days a week, running the plan with automation and AI agents.
Brussels-based · on site or remote
Ask about availabilityI've spent 15+ years in growth marketing and go-to-market, both in-house and as a consultant. In that time, I've generated more than $87M in revenue for the companies I've worked with. I've led North American and European expansion for sales-led technology companies, and I've lived and worked in seven countries.
The experience that carries straight into manufacturing:
I don't bring decades on the factory floor. I bring the go-to-market system that technical B2B sales needs, and I build it with your engineers and sales team. My method, Growth Clarity™, plans marketing backwards from the revenue target. I use it with every client.
Straight answers on manufacturing growth marketing, before you book anything.
Should we sell direct or through distributors?
Usually both. The funnel numbers decide the mix. Direct sales win the large, technical accounts, while distributors cover regions and smaller orders you can't reach alone.
How do we get more from trade fairs?
Plan the follow-up before the fair. Book meetings ahead, qualify contacts at the stand, and start the sequence within a week. Then measure fairs on pipeline, not badge scans.
How do we follow up on quotes that go quiet?
Agree the next step and the decision-maker when you send the quote. Then follow up with proof that answers each buyer's question: specs for engineers, payback for finance.
Why fractional rather than a full-time hire?
A senior full-time hire means a full salary, months of recruiting and a long ramp-up. By contrast, fractional brings senior judgement from the first week at 2 to 3 days a week. You can also scale it up or down.
What do automation and AI agents actually do?
They take the repetitive work: researching accounts, tracking tenders and expansion news, drafting content, logging contacts, sending follow-ups and building reports. Strategy, messaging and every approval stay with people.
Do you work with our existing tools?
Yes. I work with the CRM, ERP exports and email tools you already use. I only suggest changes when a gap is costing you orders.
Still have a question?
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