1. Demand generation as a basis, lead generation as accelerator

Strong industrial brands first build demand (demand-gen) and then focus on lead generation. By distributing inspiring content — such as videos, knowledge blogs, case studies, white papers, and visuals — you ensure that prospects know you before they apply. Then, with targeted campaigns (e.g. via LinkedIn or Google Ads), you can collect and identify leads with tools such as Leadinfo. This way, you combine brand building with measurable ROI and avoid running solely on advertising budgets.

2. Strategic content creation and thought leadership

In 2026, thought leadership is crucial to close the industrial brand gap. Share your expertise through proprietary products such as brand strategy journeys (The WHY Reveal, Core Message), case stories, and explainer articles. Tailor content to your target audience and position your brand clearly. Show how to clearly explain complex processes (e.g. in mechanical engineering, hydraulics or logistics). A clear tone of voice without buzzwords increases trust and organic findability.

3. AI and machine learning remain the driving force behind marketing

AI helps industrial companies analyze large amounts of data and predict customer behavior. Machine learning segments target groups, personalises, marketing messages and supports chatbots, allowing you to work faster, more focused and more cost-efficiently. In the manufacturing industry, this helps to approach the right engineer or buyer at the right time and to make complex products understandable.

4. Personalization and Account-Based Marketing (ABM)

The DMU at industrial companies is broad and consists of engineers, buyers, users, fleet managers, operators, product owners and management. With ABM and personal content, you can address each of these decision makers in a tailored way. This increases relevance and speeds up the purchase cycle. In 2026, ABM will continue to grow thanks to advanced targeting and tools that, for example, link LinkedIn campaigns to CRM data.

5. Video marketing and 3D visualizations

Video remains one of the most powerful media. Industrial brands combine film, animation and 3D visualizations to bring products to life: show your product in action, run machines, or visualize processes in 3D. Short teasers increase your visibility on social media, while comprehensive brand movies and product demos build trust and convince decision makers.

6. Employer branding and talent marketing

Staff shortages remain a challenge. Marketing is not only focused on customers, but also on attracting technicians and engineers. Employer branding campaigns — such as company culture videos, blogs about innovative projects, and employee interviews — show why your organization is an attractive employer. Make sure HR and marketing work together on a clear proposition.

7. Generative AI and GEO as a new SEO

Generative Engine Optimization (GEO) is becoming increasingly important. Platforms like ChatGPT and Gemini generate answers based on reliable content. Clear structure, concrete headlines, and relevant synonyms increase the chances of AI models using your brand as a reference. GEO is thus the logical successor to traditional SEO: the better your content, the more AI systems recommend you.

8. Data privacy, first-party data, and programmatic advertising

Stricter privacy laws make first-party data and transparency more important. Collect data via your own channels (downloads, events, webinars) and use that data for personalized campaigns. Programmatic advertising automates ad purchasing, allowing you to advertise more accurately to engineers and buyers. Combine this with clear opt-in processes to show that you respect the privacy of your target audience.

9. Customer experience (CX) and omnichannel in B2B

Customers also expect a consistent and smooth experience in the B2B sector. From the first website visit to the after-sales service, every touchpoint must be right. Clear product information, quick chat responses, user-friendly forms and good after-sales service ensure a positive customer experience and increase the chance of repeat sales.

10. Positioning against competition from the east

Asian manufacturers are increasingly offering high-quality machines at competitive prices. European manufacturing companies stand out with strong brands, service, innovation and sustainability. Storytelling about heritage, local expertise and engineering excellence helps position your brand as a premium alternative and explains why investing in your brand is cheaper in the long run than a cheap import.

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