“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.
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.
Most B2B messaging sounds like everyone else’s. Learn how to build problem-centric messaging that actually resonates with buying committees and closes deals.
Your champion just sent another “checking in” email. Three weeks since the demo. Finance needs more proof. IT has questions. Operations wants implementation details. The deal that should have closed last quarter is still sitting in limbo. While each stakeholder brings different concerns to the table, there are five universal problems that nearly everyone in that buying committee shares. When you can frame your solution around these shared concerns—wasted time, rising costs, risk exposure, lack of visibility, and missed growth opportunities—you stop forcing your champion to translate between priorities and give them a common language that moves the entire group toward action.
Most B2B companies jump straight to features and integrations, sounding exactly like every competitor. Problem-centric messaging flips this sequence—starting with buyer pain points to build trust, align stakeholders, and create urgency. Learn why leading with problems consistently outperforms feature-first communication.
Nobody makes B2B buying decisions alone anymore. The average purchase involves 6-10 stakeholders with different priorities. Your messaging tries to speak to all of them at once—which means it speaks to none of them effectively. Here’s how to build a problem-persona matrix that actually drives consensus.
Most B2B messaging sounds exactly like the competition. Feature-heavy, generic, and forgettable. These seven mistakes kill deals before they start—and how to fix them.
Most B2B marketing plans look impressive in January, start showing cracks by March, and are completely ignored by June. The problem isn’t execution—it’s that they’re built on fundamentally broken assumptions about tactics instead of revenue outcomes.
Your marketing dashboard shows 100 new leads this month, but deals keep stalling in your funnel. The problem isn’t lead quality or sales follow-up—it’s that you’re treating human beings like database entries instead of helping them navigate complex buying decisions.
Most B2B teams waste months debating ABM versus demand generation while their pipeline stays flat. The real problem isn’t choosing between tactics—it’s that they’re asking the wrong strategic question from the start.
Your website messaging might be costing you opportunities. Submit your site, and our system will analyze every key page the way a strategist would—highlighting what’s working, what’s unclear, and where you’re losing attention.
Your website messaging might be costing you opportunities. Submit your site, and our system will analyze every key page the way a strategist would—highlighting what’s working, what’s unclear, and where you’re losing attention.