From Specs to Solutions: How Manufacturers Should Actually Market Their Capabilities
“We’re not selling widgets.” Manufacturing companies swing between two extremes: listing specs like commodities or claiming everything is custom without explaining what problems they solve. Both approaches fail. Learn how to position around the problems you solve and the failures you prevent, not just technical capabilities.
Why Marketing and Sales Alignment Matters More in Manufacturing
Manufacturing companies often treat marketing as “the tradeshow people” while sales owns revenue relationships. This separation costs you deals you’ll never see, allows competitors to steal share invisibly, and turns two functions into adversaries. Here’s why marketing and sales alignment matters more in manufacturing than most companies realize.
B2B Website Performance Guide: Benchmarks, Best Practices, and Conversion Strategy
Most B2B messaging sounds like everyone else’s. Learn how to build problem-centric messaging that actually resonates with buying committees and closes deals.
How B2B Buyers Actually Research Vendors: What Your Website Must Deliver
Buyers check your website, then immediately search for reviews. They read your LinkedIn posts to see if your content matches your claims. They ask about you in private Slack channels you’ll never see. Your website is competing against everything else buyers can find about you. Most B2B companies build sites as if they control the research process. They don’t. Buyers control it, and they’re using your website as one input among many.
How to Audit Your B2B Website for Conversion Problems
Your website isn’t converting, so you guess at fixes. New homepage hero. Different CTA copy. Maybe a redesign. You’re making changes based on intuition instead of evidence. An effective website audit isn’t complicated—it requires a systematic approach to identifying where your site creates friction and where buyers actually drop off. Not aesthetics. Not best practices. Actual friction that kills actual deals.
B2B Website Benchmarks: Conversion Rates, Traffic, and Performance Metrics That Matter
Most B2B websites are built backwards. They talk about “we provide” and “our solutions” and “our approach” when buyers are asking completely different questions: Do you understand my problem? Have you solved this for companies like mine? The disconnect between “we do this” and “you need this” is where your conversion dies. Your website should be written from their perspective, not yours.
The Only Pages Your B2B Website Actually Needs (And What to Cut)
Most B2B websites are built backwards. They talk about “we provide” and “our solutions” and “our approach” when buyers are asking completely different questions: Do you understand my problem? Have you solved this for companies like mine? The disconnect between “we do this” and “you need this” is where your conversion dies. Your website should be written from their perspective, not yours.
What B2B Buyers Actually Expect From Your Homepage (And Why Most Get It Wrong)
Your homepage gets more traffic than any other page on your site. It’s also where most of your potential pipeline dies. The problem isn’t your design—it’s that your homepage is built around what your company wants to say instead of what buyers need to know. Most B2B homepages waste the critical first eight seconds talking about themselves instead of proving they understand the buyer’s problem.
