Industrial Marketing Blog

For industrial B2B companies, marketing has come a long way from brochures and trade shows. Today, it’s about aligning with sales, using data to make decisions, and executing consistently across multiple channels. But let’s be honest: most mid-sized manufacturers don’t have the time, budget, or internal resources for a full-time marketing executive. That’s where fractional marketing leadership comes in. What is a Fractional Marketing Leader? A fractional marketing leader is a

In many industrial B2B companies, leadership creates a “Sales & Marketing” role and almost always fills the role with someone with a strong sales background. That makes sense on the surface, but here’s the catch: sales and marketing are not interchangeable. To build a true growth engine, leadership must pair sales expertise with marketing strategy, and structure teams to support both.

Artificial intelligence (AI) is no longer a complex, unproven technology that you can simply ignore. Much like the debate about whether you needed a company website in the late 1990s or a corporate social media presence in the early 2010s, adoption is inevitable. If you haven’t taken any action yet, here’s the good news – you have a low-barrier entry point into the AI era: your website.

If you’re an operating partner or advisor in private equity, you've likely seen this firsthand: a manufacturing portfolio company with great potential, strong products, and a loyal customer base—yet growth feels harder than it should. One of the common culprits? A legacy CRM that wasn’t built for the way teams need to work today. These setups might have served their purpose once, but they don’t support the kind of sales & marketing collaboration needed to drive revenue now.