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Featured industry case
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Industrial equipment, twelve months. The strategy, the work, the math.
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B2B Authority · Service 04 of 09
B2B whitepapers, technical articles, case studies, sales enablement decks. Built around the buyer's research questions and the dealer's training needs — not the marketing team's blog calendar.
What we hear, going in
Two complaints we hear from B2B manufacturing leadership, almost weekly:
“Sales keeps asking for case studies. We have one from 2019.” What we hear from marketing directors, most weeks
“Buyers want a whitepaper before they'll take a call. We don't have one.” What we hear in the dealer training conversations we sit in on
Most B2B manufacturer content programs are stuck producing blog posts that nobody reads, while the content sales actually needs — comparison guides, technical whitepapers, application case studies, dealer training assets — doesn't exist. The result: sales is constantly asking marketing for stuff that should already be in the library, marketing is producing content nobody references, and the buyers in the consideration stage go to your competitor's site to do their research.
How we run it
Three structural moves on most content engagements.
Conversation with sales: what do you wish you could send a prospect at each stage? What questions keep coming up that we don't have an answer for? That gap is the content roadmap.
Comparison guides, technical whitepapers, application case studies, ROI calculators, dealer training assets. The pieces sales actually emails to prospects — built first, blog content built second.
Spec-sheet language. Real product photography. Diagrams when the product needs them. Content that reads like the operator or engineer wrote it — because they gave us the brief and we did the writing.
Whitepapers gated behind a form. Case studies in sales decks AND on the public site. Technical articles ranking on the long-tail. Dealer training assets in the partner portal. Content's only valuable if it gets to the right person at the right moment.
What you get
01
Whitepapers, comparison guides, ROI calculators, technical briefs. Built quarterly around what sales is actually asking for.
02
Real customer stories with real numbers. The kind sales emails to a prospect in the consideration stage to say 'this is what success looks like for someone like you.'
03
SEO-driven articles built around spec-sheet keywords and buyer-research questions. Where you build authority in your category.
04
Training assets, co-branded sales sheets, channel-partner enablement. The content your dealers actually use to sell your product.
05
Same writing team writes the email subject lines, the landing page headlines, and the ad copy. Voice consistency from first touch through close.
06
Quarterly editorial calendar tied to your sales cycle, dealer events, and product launches. Updated as priorities shift.
A real story · A multi-line fab equipment maker
A PE-backed industrial group's dealer network needed sales enablement content that wasn't generic 'about our company' material — they needed comparison guides, application case studies, and ROI calculators they could send to specific prospects at specific stages.
We built a sales enablement library across ironworkers, hydraulic press brakes, and a fiber laser line. Eighteen months later, the content is in active dealer rotation and pulling its weight on consideration-stage searches.
See more case workView all →47
Pieces in active rotation
Sales + dealer enablement library
8
Application case studies
Across ironworkers, press brakes, lasers
3.4x
Average dealer use
Vs. prior generic content
FAQ · Consulting questions
If yours isn't here, the form is honest territory.
Talk to us about content strategyGet in touch →Consulting is bounded by deliverable — we audit, we recommend, we hand it back. Fractional CMO is bounded by relationship — we own the plan, we sit in your leadership rhythm, we're accountable for the math compounding over quarters. Most of our consulting engagements end up looking like fractional CMO inside ninety days.
Two days a month for lighter engagements (board reporting, quarterly planning, strategic check-ins). Four days a month for active engagements (strategy + vendor management + audit cycles). We size to the work, not the other way around.
Almost never. We complement them. They run execution, we own strategy. They report to leadership, we coach them through it. The best engagements have a strong in-house operator running the day-to-day with us as the strategic spine they build against.
If the consulting work surfaces a channel that needs to move and we're the right team to move it, yes — the engagement expands to include execution. About two-thirds of our consulting engagements grow this way over twelve to eighteen months. The other third stay consulting-only because their existing teams are capable; we just give them better strategy to run.
Twenty-plus years of marketing practice, multiple engagements at scale, deep product literacy in industrial / technical / engineered categories. The person on your call has run paid accounts, written copy, sat on dealer-training calls, and presented to a board. Not a generalist account manager. Not a junior strategist with a senior title.
If you need execution help more than strategy help, hire a doer first. If you need a single tactical fix (a new website, a campaign, a brand refresh), engage that as a project. Fractional CMO is the right answer when the strategic spine is the gap — and when you're committed to growing something with a senior partner over multiple quarters.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us what sales keeps asking for, what your dealers need, and what's gone stale — we'll tell you what's worth building first.