Marketing for industry

Over the past two years, AI has become impossible to ignore. Articles, webinars, and new software features seem to be everywhere. For industrial SMEs, the pressure to integrate AI into business processes is very real. Yet the Gartner Hype Cycle 2025 tells...

When your buyer first comes into contact with your company, they have already completed roughly 70% of their purchasing journey. In 8 out of 10 cases, they already have a preferred supplier in mind, and 85% have defined their requirements before speaking...

The sales team says the lead came through word of mouth. Google Analytics says organic search. The customer, if you ask them, says they came across you somewhere, but they do not remember exactly where or when. The paradox is that they are probably all...

Your next customer is probably a 30-minute drive away. And they don’t know it yet. While most B2B lead generation content focuses on scaling, automating, and reaching global markets, for an Italian industrial SME, the best customers are often in...

In industrial B2B, a company’s success largely depends on its ability to clearly and effectively communicate its technical expertise, positioning itself as a reliable and trustworthy partner. This aspect is often underestimated, as branding and communication...

In industrial markets, collaboration between a company and a marketing agency truly works when both parties resonate as one team. It’s not about fully outsourcing the work, but about integrating internal and external expertise to achieve a more comprehensive...

In recent years, the industrial market has faced uncertain growth and tighter budgets. In this context, B2B marketing needs to shift gears: it’s not about “doing more,” but about focusing your energy where it truly drives measurable...

Artificial intelligence is changing the way people search, read, and select information online. In just a few months, it has gone from a supporting technology to an active player in the information journey, filtering, synthesizing, and directly answering...

Trade shows have been the gravitational center of B2B communication in the industrial sector for decades. It is a must-attend event, a symbol of market presence and credibility. But today, in a fragile economic landscape and increasingly powerful digital...

In 2024, Italy remained one of the main targets of cybercrime in Europe and worldwide. Although the country accounts for only 1.8% of global GDP, it was hit by 10% of all known cyberattacks globally. According to the Clusit Report, cyberattacks in Italy...

When it comes to B2B social media, it’s easy to underestimate the commitment required. Many assume it’s enough to post occasionally on random topics. But like any business investment, a company’s social presence needs to be driven by clear goals—requiring...

Sometimes, 1+1 equals 3. Collaboration between people with different skills and backgrounds often leads to results that seem unimaginable initially. This is especially true in technical industries, where workflows are complex, multiple competencies are...