Here's why Gobsmacked chooses the manufacturing industry

The manufacturing industry has been the engine of our economy for decades. During the industrial revolution, manufacturers and engineers built our prosperity; machine builders, metalworkers, logistics service providers, pump and turbo manufacturers and sorting systems are still essential for growth. Without these companies, our modern society will stand still. It is precisely this world of steel and innovation that fascinates us at Gobsmacked. We see how a raw block of steel in a factory house is transformed into a gigantic machine that keeps other production lines running. It's magic that you can see, smell and feel.

This fascination has not been a thing of the past few years. Gobsmacked has been around since 2012 and has worked extensively in the manufacturing industry from day one. In 2020, we deliberately decided to fully focus on B2B industrial brands, as we found that this is where we have the most impact. Our experience in factories, warehouses, repair shops and at trade shows gives us an advantage: we speak the language of engineers and decision makers, know the long purchase cycles and know how to make technology understandable for a broad DMU. The combination of raw technology and creative thinking appeals to us; with every new customer, we sit in the assembly hall with amazement, admiring the process from idea to end product.

A world of niches and opportunities

There are countless sectors and specialties under the umbrella of the manufacturing industry. Mechanical engineering and metal production, logistics and warehousing, automotive, mining machinery, energy solutions, recycling, aerospace, hydraulics, pumps, turbomachinery and tires: each has its own jargon, requirements and dynamics. Some companies build forklifts and trailers, while others specialize in sorting technology or 3D printed parts. What all these sectors have in common is that they work with technical products that usually require high investments and have long life cycles. Decisions are not made impulsively; they involve engineers, purchasing departments, commercial managers, product developers and executives. We fully understand that DMU and can build content and campaigns that appeal to everyone.

The industrial sector is also highly international. Competition has long since come not only from Western Europe or America; producers from the east are invading more and more markets. China, India and other Asian countries build high-quality machines at competitive prices. This puts pressure on our Dutch and European manufacturing companies to stand out in terms of quality, innovation, service and brand experience. Your product may still be so good, but in a world where a similar machine from the east is cheaper, a strong brand is the difference between staying in the crowd or being top of mind.

From brand building to lead generation

Too often, we see in our sector that people are guided by the issues of the day. “We need sales now,” we hear regularly. Of course, leads are important, but the companies that win in the long run are the companies that invest in their brand. Look at examples such as Caterpillar, Mammoet, Liebherr and Nooteboom Trailers: they have worked for decades on a clear proposition, consistent communication and customer focus. This gives them an advantage when decision makers have to make a choice. They are considered automatically, even before an RFP goes out.

Our vision is that brand building, demand creation (demand generation) and lead generation are inextricably linked, but you need to use them in the right order. First, you provide a strong foundation: mission, vision, brand values and a consistent story. Next, you'll develop content that inspires people: videos, white papers, blogs, webinars, and social posts that showcase your knowledge and expertise. Only then does the conversion of interest into concrete leads: targeted campaigns, marketing automation, account-based marketing, and the smart use of tools such as LinkedIn and Leadinfo. Those who only use the advertising budget to “buy” leads will experience temporary peaks, but those who invest in brand and demand will receive sustainable growth. If you only need leads now, you can set them up in a very targeted way via Google Ads and LinkedIn, but you'll find that the costs are higher and the impact is shorter than if you build a strong brand.

Data, AI, and Generative Engine Optimisation (GEO)

Technology has become an integral part of B2B marketing. Marketing managers and content teams work with automation, tracking, and analytics to monitor and optimize campaigns. In addition, generative AI is on the rise: systems such as ChatGPT and Gemini generate answers based on online sources. Increasingly, the output of AI forms the basis of buyers' orientation phase. We see in our data that customers who invest in content — in-depth articles, case studies, technical white papers — are more often mentioned by AI models when users search for solutions or suppliers. To achieve that, your content must be reliable, structured, and up to date. Generative Engine Optimization revolves around the question: how do you ensure that your brand appears in AI's answers? The answer is simple: be a source of knowledge in your niche and ensure collaborations with trade magazines, industry organizations and events.

AI is useful, but not an end in itself. It helps us automate repetitive tasks, provide insight into customer data and personalize content. But without a clear strategy and human creativity, AI won't bring you new customers. That's why at Gobsmacked, we combine the best of both worlds: data and tech on one hand, and creative craftsmanship on the other.

Challenges and perspectives

The manufacturing industry is constantly changing. Staff shortages cause headaches in recruitment; robotization makes production more efficient but requires explanations to customers and employees; innovation is needed to make increasingly faster, lighter and more sustainable products; sustainability and circularity are no longer optional. And as mentioned earlier, competitors come not only from Europe or America, but also from Asian countries that offer high-quality machines at lower prices. All of this requires a brand that builds trust, a marketing approach that is modern and data-driven, and content that strikes the right chord with the engineer, buyer, and CEO.

Strong brands will always survive, even in times of crisis. A brand isn't what you say it is, but what people say about you when you're not there. We can help influence that story. Through consistency in your communication, through images and stories that resonate and through a strategy that looks beyond the next quarterly results. The result is that not only does your brand grow, but also makes recruitment easier, your sales processes are faster and your customers remain more loyal.

Why Gobsmacked?

We have a clear specialty: we love technology and we make complicated stories understandable. We work with marketing teams, sales departments, and product developers to create content and campaigns that inspire and convert. We think strategically and act creatively. We understand the long term and ensure short-term results.

Whether you are active in mechanical engineering, logistics and warehousing, automotive, mining machinery, energy & recycling, aerospace or a niche such as turbos and hydraulics, we know your world. Our services range from brand strategy projects, content planning, storytelling and videos to account-based marketing, international campaigns and workshops for AI deployment and generative engine optimization.

The choice for the manufacturing industry is no coincidence; it is a conscious choice because we believe in this sector, because we know the challenges and opportunities and because we know we can make a difference there. We help industrial brands grow by combining strategy, creativity, and data. Because if you invest in brand and demand, you win. Even if the producers from the Far East can offer cheaper.

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