Industries · Manufacturing
Marketing infrastructure for mid-market manufacturers selling B2B into complex buying committees.
Mid-market manufacturers face a buying cycle that is longer, more relationship-dependent, and more committee-driven than most B2B categories. The marketing layer underneath has to support sales motion across distributor channels, technical buyers, and end-user advocates. IG builds the system.
Talk to the team →What we see
The problems that show up in every engagement.
The website does not match how the buying committee actually buys.
Manufacturer websites typically lead with the catalog. The buying committee (engineer, purchasing, ops, finance) each needs a different entry point. We rebuild the site so each role lands on the surface they need within 2 clicks.
Distributor channel and direct channel compete with each other invisibly.
A manufacturer running both motions usually has the distributor channel undercut by direct, or vice versa. We design the conflict resolution into the marketing layer so each channel is supported without cannibalization.
Technical content is treated as an afterthought.
The engineer on the buying committee needs spec sheets, integration documentation, and reference architectures. Most manufacturer sites bury this content. We restructure so the technical content is a first-class surface.
Lead-to-quote is broken.
A lead comes in. It gets handed to inside sales. The quote process takes weeks. By the time the quote lands, the buyer has moved on. We compress the lead-to-quote loop with AI-assisted scoping and pre-qualification.
Trade shows still matter and the marketing layer underneath them is unmeasured.
Manufacturers spend significant budget on trade shows. Most cannot tell you the ROI per show. We wire the measurement so the next budget cycle can defend or kill specific events with data.
How we engage
The IG approach.
Audit the channel + buying-committee mix
Map the channel motion against the buying committee structure. Identify where the marketing layer is underspending and where it is wasted.
Rebuild the site for the committee
Role-specific entry points. Technical content surfaced. Distributor channel integrated. Direct-channel conversion preserved.
Compress lead-to-quote
AI-assisted pre-qualification and scoping so the quote process accelerates without losing margin discipline.
Wire trade-show measurement
Pre-show registration tracking, on-show lead capture, post-show conversion measurement. Each show defends its budget on data.
Want to talk about an engagement?
30-minute conversation. Bring the bottleneck. We will walk you through how the engagement would scope.
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