Strategy & Leadership
Creative & Build
All services, one team
Not sure which service fits the problem?
Three questions. You'll know which service fits.
Take the diagnosticIndustries we serve
Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
Read the case study
Industries · B2B Marketing for Industrial Equipment Companies
Capital equipment with long sales cycles, technical buyers, and dealer networks. The space we know best — anchored by a Pacific Northwest CNC OEM and a PE-backed multi-line fab equipment group.
The space we work in
Industrial equipment OEMs operate in a B2B buying cycle that doesn't look like anything in B2B SaaS or DTC e-commerce. The buyer is researching a $40K to $400K capital purchase that they'll live with for a decade. The decision involves an operator, a plant manager, a CFO, and often a dealer or distributor in the middle. The sales cycle is months, not weeks. The buyer compares specs across half a dozen competitors before they ever fill a form.
That means the B2B marketing has to do different work. The website has to mirror the buyer's research path — spec sheets accessible in two clicks, comparison tables on every product page, configurable spec downloads. The paid media has to hunt the queries serious B2B buyers actually type, not the broad-category terms competitors are bidding into the ground. The content has to be technical enough to talk to operators and engineers without dumbing the product down. The attribution has to survive a six-month sales cycle with multiple touchpoints across multiple channels.
We've built B2B marketing engines for industrial equipment OEMs across CNC plasma cutting, CNC fiber laser, hydraulic press brakes, ironworkers, and shears. Same playbook, adapted to the equipment shape. Same standard of work, regardless of the price point on the equipment.
What this industry looks like in our work
Industrial equipment OEMs are the highest-concentration vertical in our partner book. The patterns repeat.
12+
Industrial equipment OEMs
Active and past partner companies in the space — CNC plasma, CNC laser, ironworkers, press brakes, shears, hydraulic systems.
+340%
Lead growth ceiling
Highest lead-growth result we've delivered in this vertical — a mid-size industrial OEM, twelve months, same monthly paid spend.
$487K
Pipeline / month
Pipeline sourced and attributed to channel for an industrial equipment partner. First time in their company's history.
18 mo
Typical engagement length
Industrial equipment engagements run longer than other verticals — the sales cycle and dealer network reward sustained presence.
6 of 9
Services typically deployed
Most industrial equipment engagements end up running paid media, SEO, content, web, photo+video, and analytics together. The full stack.
Multi-tier
GTM structure
Most clients sell through some combination of dealer + distributor + direct. The marketing has to support all three motions.
Anchor clients
Two named partners at the center of the work. Plus another ten-plus we serve under various NDA arrangements.
CNC plasma cutting systems · Pacific Northwest · competing nationally against established brands
CNC fiber laser, ironworkers, press brakes, shears · Midwest · multi-line fab equipment maker
Plus 10+ industrial equipment OEMs we serve under NDA — described by category on relevant case study pages. Specific clients named in the case studies and during the first conversation.
How we serve this vertical
01
The operator, plant manager, or engineer is the actual decision driver, even when the CFO signs the check. The marketing has to be technically credible — spec-sheet language, not generalist B2B copy.
02
If you sell through dealers or distributors, the marketing has to support them. Sales enablement assets, dealer-specific ad campaigns, training video libraries, co-branded landing pages. The dealer network is a force multiplier when the marketing supports it.
03
A six-month sales cycle means the buyer is going to forget you between the first touch and the eventual RFQ. Email keeps you in front. Most industrial equipment engagements include lifecycle nurture flows wired to the CRM.
04
Buyers research across paid search, organic, dealer sites, trade shows, and direct. Attribution has to capture all of it. Dashboards have to show pipeline-influenced revenue by channel, not just last-touch.
05
FABTECH, IMTS, and the industry-specific shows still close deals. The marketing has to support them — pre-show outreach, booth video and signage, on-floor lead capture, post-show follow-up. We've supported more than a dozen show launches across our partners.
“We're a $30M OEM with a marketing team of two. The category leaders are running 10× our headcount. We need to outwork them, not outspend them.”
What we hear from industrial equipment OEMs, most weeks
FAQ · Things people ask about us
If yours isn't here, the form is honest territory.
Start a ConversationGet in touch →We don't quantify team size on the site. The substance signal comes from the house numbers above — twenty years, $20M+ ad spend managed, 50+ partner companies, 100+ websites. That's how we feel real without claiming a roster. The structural commitment is "senior on every account" — whoever you talk to is the operator.
Marketing agency, full stop. The creative capability is unusual for a shop our size, and it's the asymmetric advantage when the work pulls hard on it — but the lead is the marketing math. Strategy, paid media, SEO, content, lifecycle, attribution. Creative is a lever inside that, pulled when the math says it'll move the number.
Industrial equipment OEMs, metal fabrication, technical and engineered products (consumer + B2B), and the broader manufacturing space. The common shape: complex, considered-purchase products with longer sales cycles, real competitive pressure, and strong margins. Not e-commerce commodity. Not lifestyle DTC. Not software-as-a-service.
The team operates from the Pacific Northwest (44.0582° N · 121.3153° W). We work with clients across the US and a few international. Most of the work is remote-first; we travel to client sites for shoots, dealer meetings, trade shows, and quarterly reviews when the engagement calls for it.
Yes — we currently work with PE-backed industrial groups and have for years. The PE timeline isn't a problem; the work either compounds in a way that supports the exit thesis or it doesn't. We're built to make sure it does.
We hire infrequently and we hire carefully. If you're a senior strategist, designer, copywriter, or operator with deep product literacy in industrial / technical categories, the careers page has standing language — the door is open even when the postings aren't.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us about your equipment line, your dealer setup, and where the marketing is stuck — we'll tell you whether we're the right shop.