Industrial equipment manufacturing marketing
A plant buys a line once a decade, so the work is to be specified, trusted and present the quarter the capital finally clears.
Where the money moves.
Timing is the whole problem. A plant replaces a production line once a decade, and nothing in a marketing plan makes that happen sooner. The job is narrower and more valuable than lead generation: be the name already in the room the quarter a capital request clears the board, with the payback case half written. A national sales manager knows which accounts are close. Marketing's contribution is keeping the other two hundred warm through the years before their number comes up.
Three people read your website and only one of them is buying. A maintenance engineer arrives at six in the morning searching a part number for a machine that has stopped. A process engineer checks throughput, footprint, power draw and machinery safety compliance under AS 4024 before shortlisting anything. A finance lead wants payback period and total cost of ownership including consumables and service. A site that serves only the third reader loses the first two, and the first two are the ones who write the specification.
Austech, AUSPACK and Foodpro are meeting points rather than lead sources, and the money is made in the eleven months around them. Aftermarket revenue deserves the same seriousness: parts, consumables, retrofits and control upgrades sold back to an install base you already know by name and serial number. Ignis runs the website, technical content, search, video, email and trade media for equipment manufacturers as one in-house team, and reports on quote value and pipeline stage rather than form fills.
What we run.
The specification library
A page per model carrying throughput, footprint, power, materials of construction, compliance references and drawings an engineer can download without filling in a form. This is the asset that gets you written into a specification, and it keeps working for years.
Part number search
The highest intent query in this industry is a part or model number typed at six in the morning beside a stopped machine. Own those results with parts pages, cross-reference tables and honest stock information, and you protect the aftermarket line.
Machines in operation
Video of the line running at real cycle speed, a changeover captured end to end, commissioning on a customer site with their permission. Engineers watch this to the end. It substitutes for the site visit that otherwise has to happen before anyone flies interstate.
Trade shows worked across the year
A named target list contacted before Austech or AUSPACK, meetings booked into the stand rather than hoped for, structured capture on the floor, and a follow up programme running the twelve months afterwards while the capital case is being written.
Install base nurture
You already know every machine you have sold and where it sits. Email built on that register, triggered by machine age, retrofit availability, control upgrades and consumable cycles, is the most reliable revenue in the plan and costs almost nothing to run.
Questions we get asked.
Coverage and quality of pipeline. Which target accounts have engaged, which specification pages they read, how many quotes and site visits were requested, and the value attached to each. In parallel, parts and service enquiry moves inside weeks and funds the wait. Revenue attribution follows later, reported back against first touch.
It removes the adjectives. Specifications, tolerances, cycle times, power requirements, compliance references and honest limitations, written by someone briefed properly by your application engineers. An engineer decides in the first paragraph whether a page was written by anyone who understands the machine, and nothing later recovers that decision.
Only if the routing is careless. Enquiries are segmented by postcode and product line and handed to whoever holds that territory, with distributors given the same content, specification assets and lead flow rather than being cut out. Handled properly, national demand generation makes a distributor network more productive.
They do when the stand sits in the middle of a campaign rather than being all of it. A named target list worked before the show, structured capture on the floor and a follow up sequence running for a year afterwards changes the economics. A stand booked with no programme around it is a very expensive week.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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