Marketing for industrial automation

From sensors and safety relays to PLCs, VSDs, and everything in between, these are the foundational layer of automation hardware. Their audiences are highly technical: electrical engineers, machine builders, maintenance leaders. Marketing needs to demonstrate performance, integration compatibility, certifications, and ROI. And since a datasheet alone rarely seals the deal, they need content that connects technical features to real-world benefits in the language buyers speak.

SCADA. MES. IIoT platforms. Predictive maintenance. Digital twins. It’s a sea of acronyms and bold transformation claims, and buyers are often sceptical. Software providers must bridge the gap between technical sophistication and operational impact, especially when selling to manufacturing teams who’ve been burned by software before. Whether your audience is plant managers, IT leads or C-suite decision-makers, marketing must balance credibility, clarity and proof — all while simplifying the complex.

OEMs design and manufacture the components, subsystems or complete assemblies that power end-user products, but they rarely get the spotlight. Whether you're supplying enclosures, actuators, embedded control systems, or full automation assemblies, your value is often buried deep in someone else's offering. That means your marketing has to work harder, showing technical excellence, integration readiness, reliability and support. All while aligning with your customers’ own goals. We help OEMs articulate their unique value, build trust with engineering and procurement teams, and support their sales cycles with credible, technically fluent content that cuts through the noise.

Distributors and value-added resellers sit between global brands and the end customer, but the value they provide is far more than shipping boxes. They offer application support, bundled solutions, local expertise and tailored service. To differentiate from low-cost catalogue providers, they need marketing that emphasises expertise, responsiveness, and customer success stories. That means content that doesn't just sell products - it sells peace of mind, reliable delivery and the confidence of having someone who’s "been there" on your side.