How to Develop a B2B Manufacturing Marketing Strategy That Actually Works

Marketing for manufacturing businesses comes with its own unique set of challenges. 

Unlike other industries, where quick sales and flashy campaigns can drive results, manufacturing businesses deal with longer sales cycles, technical products, and a lot of decision-makers in the buying process. 

Plus, many manufacturers still rely on outdated marketing methods, which makes it even harder to reach the right audience or show the value of what you offer.

But here’s the good news: marketing for manufacturers doesn’t have to be complicated. 

We’ll break down the most common marketing mistakes manufacturers make and give you actionable tips to create a B2B manufacturing marketing strategy​ that actually works. No buzzwords, no overcomplicated jargon—just real advice for real results.

Let’s get into it!

The 5 Biggest Mistakes B2B Manufacturers Make in Marketing

Many manufacturers rely on outdated marketing methods—or no clear strategy at all—which can make it harder to connect with today’s customers. These mistakes are common and fixable, and we’re here to help you make a few simple changes to drive better results.

Mistake #1: Not Using a CRM

A CRM (Customer Relationship Manager), like HubSpot, is a game-changer for manufacturers, yet many of these businesses are among the least likely to use one. 

Why does this matter? 

Opportunities slip through the cracks without a central place to track your sales and marketing efforts. One of manufacturers' biggest issues is losing key customer information when a salesperson leaves, taking their "book of business" with them.

A CRM solves this by keeping all your leads, opportunities, and customer interactions in one place. 

• At Evenbound, we helped a robotic automated solutions company transition to the HubSpot CRM. As a result, they were able to automate over 50 manual tasks within HubSpot. 

Mistake #2: Overlooking Digital Channels and Demand Generation Opportunities

Many manufacturers still rely heavily on traditional tactics like trade shows and print ads. While these methods have their place, neglecting the power of digital channels and demand generation can put you at a disadvantage.

Here’s the reality: today’s buyers are online, actively seeking solutions to their challenges long before they’re ready to engage with a salesperson. Demand generation focuses on creating awareness and interest at every stage of the buyer's journey—not just capturing leads but building long-term interest and brand preference.

By investing in demand generation strategies—like creating educational blogs, optimizing your website, running targeted ads, and engaging on platforms like LinkedIn—you can proactively reach buyers, generate interest, and guide them toward your solutions.

Demand generation helps you stay relevant, builds trust, strengthens your brand, and ensures you’re top of mind when your audience is ready to make a decision. It’s a must-have for any modern marketing strategy.

Mistake #3: Failing to Align Sales and Marketing Teams

When sales and marketing teams aren’t on the same page, it creates gaps that lead to lost opportunities and mixed messaging.

What exactly do we mean by this? 

Marketing may generate leads that sales don’t follow up on, or sales might feel like they’re not getting the right leads to close deals.

Aligning these teams ensures a seamless customer experience, consistent messaging, and clear handoffs between marketing and sales. 

This is where Revenue Operations (RevOps) comes into play. RevOps unites sales, marketing, and customer success teams under a shared framework, ensuring everyone is working toward the same goals. Tools like CRMs and shared performance dashboards make collaboration easier, while regular communication ensures no one is left in the dark.

Mistake #4: Focusing All Your Marketing on the Product

It’s natural for manufacturers to center their marketing around their products—it’s what you’re selling, after all. 

But here’s the thing: most buyers don’t start their journey looking for a specific product. They begin with a problem they need to solve and spend time researching solutions.

If your marketing focuses only on product specs, data sheets, and catalogs, you’re only speaking to the 5% of buyers ready to buy today. The other 95%—those still researching and exploring options—are being overlooked. 

To connect with this larger audience, shift your focus to problem-solving content that helps buyers along their journey. By the time they’re ready to buy, your business will already be at the top of their minds.

Mistake #5: Making It All About You

“We’ve been in business since 2001, we have three locations, and we offer XYZ services.” 

Sound familiar? 

While this information is important, it’s not what your customers care about most. They want to know how you can solve their problems and make their lives easier—not how great you think you are.

Focus on your customers to create marketing that resonates. When you shift the spotlight to your audience, your marketing becomes far more engaging and effective.

• The writers at Evenbound like using the StoryBrand framework when writing content for our clients. This method helps businesses simplify their message by using a story-based approach that places customers at the center of the hero's journey.

5 Steps to Build a Better Marketing Strategy

We’ve covered the biggest marketing mistakes manufacturers make—now let’s discuss how to fix them. 

Here’s how to succeed in today’s modern marketing landscape:

1. Adopt and Optimize a CRM to Streamline Efforts

With a CRM, you can track every lead, opportunity, and customer interaction in one place, creating a sustainable sales pipeline. Plus, it provides the data you need to measure the ROI of your campaigns and make smarter, more informed decisions.

Actionable steps:

• Invest in a user-friendly CRM platform, like HubSpot, and train your sales and marketing teams to use it effectively.
• Track everything—record leads, customer touchpoints, and opportunities to build a complete view of your pipeline.
• Leverage your CRM’s reporting tools to measure campaign performance and make data-driven improvements.

2. Leverage Demand Generation to Meet Buyers Where They Are

Today’s buyers aren’t waiting for a salesperson to educate them—they’re actively researching online, looking for solutions to their challenges. 

Demand generation creates interest and awareness throughout this journey, ensuring your brand is the one they trust when they’re ready to take the next step.

Actionable steps:

• Develop blog posts, guides, and videos that address your audience's pain points and spark curiosity about your solutions.
• Use targeted search terms and paid media campaigns to ensure your content reaches the right people at the right time.
• Leverage social platforms like LinkedIn to distribute content, share insights, and start conversations that build relationships.
• Instead of asking for contact details upfront, build trust with free, valuable resources and interactions, like whitepapers, eBooks, or how-to guides.

"Demand generation is about creating genuine connections. When writing for our clients, I focus on content that sparks curiosity and builds trust over time. It’s all about showing their audience they’re the partner they need, even before they know it.”

- Elizabeth Nanosh, Content Strategist at Evenbound

3. Align Your Sales and Marketing Teams for Seamless Collaboration

Collaboration between sales and marketing eliminates silos, creates a cohesive customer experience, and ensures no lead is left behind. 

Actionable steps:

• Schedule consistent check-ins to review goals, metrics, and campaign results, fostering open communication and accountability. Weekly meetings are ideal, but monthly meetings are great if you’re looking to get started. 
• Agree on what qualifies as a lead and establish a streamlined process for handing off leads from marketing to sales.
• Use tools like HubSpot CRM to centralize information and enable seamless team communication.

4. Focus Marketing on Solving Problems, Not Just Selling Products

Problem-solving content resonates with buyers at every stage of their journey, helping them see how your products or services can make their lives easier. This approach shifts the focus from selling to building relationships.

Actionable steps:

• Use storytelling techniques to position your customer as the hero and your company as the guide. Show how you help them solve their problems.
• Develop blogs, whitepapers, videos, and case studies that address customer pain points and provide actionable solutions.
• Ensure your resources guide buyers from awareness to consideration and, ultimately, decision-making.

5. Make It About the Customer, Not About You

By prioritizing customer needs over company-focused bragging, you build trust and create a stronger connection with your audience.

Actionable steps:

• Shift the focus of your copy from your company to your customers. For example, say, “You’ll save time and reduce costs” instead of “Our product is fast and efficient.”
• Use feedback from your customers and sales team to ensure your messaging resonates with your target audience’s language and priorities.
• Save company accolades for the right places on your website. Highlight your history, awards, and achievements on your “About Us” page or in trade publications, rather than leading with them in your main marketing content.

“I see industrial companies struggle with being customer-focused all the time. It’s easy to say why your company is so great; as a marketer, that’s a big part of our job. But to stand out and, more importantly, resonate with your ideal customer, you have to make it about them - their problem, their needs, etc.” 

A B2B Growth Agency Can Help You Succeed

Feeling overwhelmed by all the moving parts of modern marketing? That’s where a B2B growth agency comes in. Partnering with experts can simplify your efforts and amplify your results. 

Here’s how: 

• Custom Strategies for Your Industry: A growth agency develops tailored plans that address manufacturing-specific challenges. The result? Campaigns that connect with your audience and drive measurable results.
• Tools and Expertise to Drive ROI: Agencies leverage tools like HubSpot and Google Analytics to track and optimize KPIs like conversion rates and ROI. Their expertise ensures every dollar you spend is working hard for you.
• Aligning Sales and Marketing Teams: A growth agency bridges the gap between sales and marketing, ensuring consistent messaging and smoother lead handoffs to boost close rates.
• Focus on Sustainable Growth: As your business grows, a B2B growth agency can scale your marketing efforts, helping you attract high-value leads and maintain a competitive edge.

Want to see how partnering with an agency can drive real results? Check out our Our Work page to explore success stories from our manufacturing clients.

Let’s Build a Strategy for You

Partnering with the right experts can make all the difference. At Evenbound, we specialize in helping manufacturers like you develop and execute marketing strategies that drive measurable results.