Industry Focus
Manufacturing
Digital Infrastructure
Industrial buyers research online before contacting suppliers. A dated website costs contracts to more modern competitors. We build 24/7 digital sales engineers.
Operating Reality
Manufacturing digital infrastructure fails B2B sales for structural reasons:
Product complexity overwhelms presentation. 500-5,000+ SKUs with technical specifications, material grades, and configuration options need organized, searchable architecture. Most manufacturing websites dump this into PDF catalogs that force buyers to call for basic specs. McMaster-Carr, Grainger, and MSC Industrial have set the expectation for searchable product databases, and buyers expect it from direct manufacturers too.
B2B industrial sales cycles spanning 3-12 months involve engineers, procurement, quality teams, and executives each evaluating different criteria. Engineers need technical data sheets. Procurement compares pricing and lead times. Quality reviews ISO certifications and material traceability. Executives approve capital expenditure. A website that speaks to only one of these personas loses the deal when it escalates internally.
Manufacturing is among the least digitized industries according to McKinsey. Most competitor websites were built in 2012-2018 and never updated. Thomasnet and GlobalSpec dominate industrial search because manufacturers have failed to build their own presence. This creates genuine first-mover advantage: the first manufacturer in your niche to build a modern digital experience captures organic search traffic competitors are ceding.
Distribution channel conflict paralyzes digital investment. Manufacturers selling 60-80% through distributors fear a strong web presence will alienate the channel. The result: they cede brand control, customer relationships, and digital ground to competitors who have solved the channel conflict architecturally by generating leads and routing them appropriately whether direct or through distribution.
What we actually fix
Product catalog architecture serves buyers. Structured, searchable product databases with specification sheets, part number search, and technical documentation. Engineers and procurement managers find what they need.
Industrial SEO captures procurement searches. Content targeting the specific terms engineers and buyers use. Technical authority positions you as the obvious supplier.
RFQ systems qualify and capture. Quote request workflows that gather specs and requirements upfront, routing qualified leads to sales with full context.
Systems we build
Each capability applies specifically to manufacturing operations.
Proof and context
Common questions
How do you help manufacturers with B2B lead generation?
Through technical content architecture that captures the searches engineers and procurement managers actually make. That means product pages optimized for part numbers, material specifications, and industry-standard terminology. Application pages targeting "stainless steel fasteners for marine applications" or "FDA-compliant gasket material." Technical blog content answering engineering questions that demonstrate expertise. We also build content that competes with Thomasnet and GlobalSpec listings by providing more detailed specifications, faster load times, and better user experience than those directories. The goal is making your website the first result when a buyer searches for the exact product or capability you offer, eliminating the Thomasnet intermediary.
What about complex product catalogs?
We build structured, searchable product databases that handle 500-5,000+ SKUs with filterable specifications, parametric search, part number lookup, and technical documentation downloads. Think McMaster-Carr-level usability for your specific product line. Each product page includes structured data markup for Google, downloadable CAD files and spec sheets, related products and accessories, and RFQ integration. For manufacturers with existing ERP or PIM systems like SAP, Oracle, or Salsify, we build integrations that keep the website catalog synchronized with your master data. The result: buyers find what they need without calling your sales team for basic specifications.
How do you target different buyer personas?
Engineers search by technical specifications, material properties, and compliance standards. Procurement managers search by product category, supplier capabilities, and certifications. Quality teams evaluate ISO compliance, material traceability, and testing documentation. Executives care about company stability, capacity, and strategic partnership potential. We create distinct content paths for each: technical data sheets and application guides for engineers, capabilities overviews and supplier qualification documents for procurement, certification displays and quality process documentation for quality teams, and company profile pages with financial stability indicators for executives. Each persona gets the information they need to advance the purchase internally.
This works for:
Manufacturers with complex product lines needing organized presentation
Companies pursuing larger B2B accounts and contracts
Industrial suppliers expanding into new markets or verticals
This is not for:
Manufacturers without capacity for the leads we generate
Companies satisfied with trade show-only sales
If B2B lead generation and digital sales infrastructure matter to your company, we should evaluate your current digital presence.