Writing on marketing that brings enquiries.
Measurement, pipelines, content ops, search. The patterns we run every day in the agency, written for the people running the same kind of programme.
- Playbook·29 Oct 2026·6 min
Generative engine optimization services: what they should include
Agencies now sell GEO as a separate line item. Here's what a real generative engine optimization service delivers, and the warning signs in a GEO proposal.
Read - Field notes·8 Oct 2026·7 min
B2B marketing examples: 10 things industrial companies get right
The best industrial marketing is rarely a campaign. Ten practical things from real industrial sites and our own client work, and why each one wins enquiries.
Read - Playbook·5 Oct 2026·7 min
B2B marketing strategy for regional teams across Southeast Asia
One plan for Singapore, Malaysia, Indonesia and Thailand: what should be the same everywhere, what should change by country, and how to prove it to HQ.
Read - Playbook·29 Sept 2026·7 min
How to choose a B2B marketing agency: 8 questions to ask first
For regional marketing leads choosing an agency for an industrial business. The questions that separate real B2B experience from a good pitch.
Read - Playbook·29 Sept 2026·7 min
Product configurators for B2B: when they win RFQs, when they don't
A configurator helps a buyer who already knows the options. Most industrial buyers don't yet, and for them a simpler tool wins more quote requests.
Read - Playbook·29 Sept 2026·7 min
Marketing for manufacturers with a nine-month sales cycle
Most manufacturing marketing advice assumes a short sale. Where the budget should go when an order takes nine months, and what to measure while you wait.
Read - Playbook·29 Sept 2026·7 min
Website migration SEO checklist for industrial sites
When HQ moves the group site to a new platform, the regional pages, spec URLs and quote forms are what break first. The checklist we use, in the order we use it.
Read - Playbook·29 Sept 2026·6 min
Channel marketing for distributors: who gets the buyer?
Buyers find the manufacturer first and the dealer last. How distributors and principals can share the buyer instead of losing them between two websites.
Read - Playbook·29 Sept 2026·7 min
Industrial marketing: what works when your buyers are engineers
Most industrial marketing is written for a generic decision maker. What to build when the real buyers are engineers, procurement and a plant manager, and what we found on 20 sites.
Read - Playbook·28 Sept 2026·7 min
SEO for manufacturers: what gets industrial product pages found
Most manufacturer websites don't rank because there's nothing on them to rank. What to build, and in what order, when your buyers are engineers searching by spec.
Read - Field notes·28 Sept 2026·6 min
RFQ vs RFP vs RFI: what each one means for an industrial supplier
An RFI asks what you can do, an RFP asks how you'd do it, and an RFQ asks what it costs. Here's what each one tells you about the buyer, and what they need to find on your site.
Read - Field notes·30 Jun 2026·5 min
Your SAP C4C is fighting your sales team. Here's what to fix first.
SAP C4C leaves leads incomplete, so reps stop trusting it and marketing can't prove ROI. You don't rip it out. You fix the inflow and the handoff.
Read - Playbook·29 Jun 2026·6 min
Answer engine optimization for B2B: how industrial brands get cited by AI
Your buyers ask ChatGPT and Google's AI to shortlist suppliers before they visit your site. Here's what gets an industrial company named in that answer.
Read - Playbook·27 Jun 2026·6 min
Request for quote form: what an industrial RFQ form should ask
Most industrial quote forms ask the wrong questions and send the answers somewhere sales never looks. Here's what to ask, what to drop, and where it should land.
Read - Field notes·24 Jun 2026·8 min
Your SAP storefront isn't ranking. That's not the same as can't.
SAP Commerce and Hybris lock the template, so most teams give up on SEO. You don't have to. Here's how to rank the storefront you don't control.
Read - Field notes·20 Jun 2026·5 min
Agencies that ship with AI build pipelines. Agencies that lose to AI buy tools.
A single AI prompt won't ship an industrial deliverable. A pipeline, with human judgment at each step, will. Here's the difference, and how to tell them apart.
Read - Field notes·18 Jun 2026·6 min
What an industrial buyer does before they ever contact you.
By the time a technical buyer fills in your form, they've researched for weeks and built a shortlist. Most of your marketing job happens before that first conversation, where you can't see it.
Read - Field notes·5 Jun 2026·4 min
Clicks are vanity. There's one paid-ads number that matters.
For a rare, considered industrial buyer, impressions and clicks tell you almost nothing. Cost per qualified enquiry is the number, and you should agree it before you spend, not after.
Read - Field notes·22 May 2026·5 min
Most of your leads aren't a no. They're a not yet.
In a considered industrial sale, the buyer who went quiet isn't lost, they're early. The cheapest pipeline you have is the leads you already paid to generate and then forgot.
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