SOCIAL & CONTENT
LinkedIn for business: how to make your company page work (without an ad budget)
A LinkedIn company page works even without advertising if it does three things: it's complete and written in the words customers use, it regularly…
Here, decisions are made by many, and slowly
B2B & Manufacturing
IN SHORT
In B2B nobody signs at the first meeting. The customer does their research, compares and asks three or four colleagues for their opinion. We build a journey that stays with them for that whole time, with search engine optimisation (SEO) for the right searches, LinkedIn used methodically, emails that arrive at the right moment and a CRM that marketing and sales read together. We do it with companies such as Elisa Industriq, Delfin Industrial, sedApta and Tebis.
The challenges of the industry
WHAT’S DIFFERENT
IN THIS WORLD
Decisions take 6 to 18 months
Around the table sit the technical director, the purchasing department and the managing director. Sending all three the same message is the most common mistake.
Few people search, and they know what they want
Someone who types "extraction systems for the food industry" into Google already has a project in mind. Being found by them is worth more than a thousand random views.
The trade fair ends, the work goes on
The business cards collected at the stand stay on the desk. With a campaign before the event and a few emails after it, those contacts become useful again.
Marketing and sales barely talk
The contact passes from marketing to sales and their history gets lost along the way. You need a single record that everyone can see.
Getting found by the people who decide the purchase
In Italy there are around 400,000 industrial companies with fewer than 250 employees. Many of them make excellent products. Few have a well-kept online presence. For anyone starting now, the field is almost wide open.
We start from a website organised by industry and application, not just by product. Then we work on technical SEO, to answer the questions that purchasing managers and technical directors ask themselves. And we use LinkedIn to publish content and find new contacts. It’s good for a lot more than Christmas greetings.
From first contact to signed contract
In manufacturing, contacts are gathered with technical content, ads that bring back people who have already visited the site, and automated emails. Whoever leaves their details enters a journey that sends them useful material for months. A score (lead scoring) signals when they’re ready to talk. At that point the salesperson finds their whole history in the CRM, the customer management system. Marketing and sales, for once, look at the same data.
In this industry
THE WORK WE’VE DONE HERE
Industrial software
B2B & MANUFACTURING
Elisa Industriq Italy · sedApta
58technical articles published on elisaindustriq.it in 2026
Read the case study
Shower enclosures
B2B & MANUFACTURING
CSA Box Doccia
10communication fronts we handle for CSA
Read the case study
Industrial vacuums
B2B & MANUFACTURING
Delfin Industrial Vacuums
170products online for the United States and Canada
Read the case study
Industrial software
B2B & MANUFACTURING
Tebis
99ads published in Italy across LinkedIn, Facebook and Instagram
Read the case study
Access automation
B2B & MANUFACTURING
ABLE Automation
B2B manufacturing · Italian automation for gates, garages and barriers
Read the case studyWe’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
STRATEGY & DATA
From lead to contract: how to connect Google Ads, Meta, LinkedIn and your CRM to measure revenue
Measuring the revenue generated by your campaigns takes four pieces: the form saves UTMs and click IDs (gclid, gbraid, wbraid, fbc, li_fat_id) in…
ADVERTISING
Google Ads in 2026: PMax, AI Max or Search, which to use for B2B lead generation
To generate B2B leads on Google Ads in 2026, the foundation is still a Search campaign with controlled keywords. AI Max is switched on within that…
STRATEGY & DATA
Account-based marketing for B2B SMEs: when it pays off, how to start and what budget you need
Account-based marketing pays off for a B2B SME when there are only a few hundred possible customers, a contract is worth a lot, the cycle lasts…
SEO & GEO
International B2B SEO: a strategy for selling in Europe without badly duplicating your website and content
To sell in Europe through SEO you need a version of your website for each market that matters, linked to the others with reciprocal hreflang and…
WEB & E-COMMERCE
B2B ecommerce: how to sell online to other businesses
B2B ecommerce is a platform that lets a company sell to other companies, with customised price lists, integration with the management system and…
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
Does digital really matter in manufacturing?
Over 70% of B2B buyers complete more than half of their buying journey before contacting a supplier. If they can't find you while they're searching, they won't call you. You need to be there at that moment, with the information the decision-makers need.
Which channels work in industrial B2B?
Technical SEO on product and application searches. LinkedIn, with targeted technical content. Google Ads for people looking for something specific. Then ads that bring back people who have already seen the site, and automated emails that support the decision. Scattershot campaigns usually deliver little.