A post seen by the right specification engineer can be more valuable than thousands of views from people who will never influence a purchasing decision. B2B marketing is not a popularity contest. It is about reaching the engineers, buyers, technical managers and decision-makers who matter to your commercial objectives. That is why focused trade media, targeted content and strong sector positioning usually outperform broad, unfocused activity. I would rather help a client beco

In long B2B sales cycles, a prospect may spend months researching before they make contact. They compare suppliers, assess risk and look for reassurance that a company understands their environment. That means marketing has to do useful work before the sales conversation begins. Consistent technical content, case studies and trade media coverage help create familiarity over time. By the time someone enquires, they should already have a reason to believe you are credible. If y

Many businesses struggle with marketing that simply doesn’t sound like them. The language feels generic, the messaging lacks technical confidence and the content could apply to almost any competitor in the market. This often happens when communication is created by people who don’t fully understand the sector. Effective B2B marketing should reflect the expertise, precision and credibility of the business itself. It should feel authentic to engineers while remaining clear to n

Many companies are quietly doing exceptional work without ever communicating it properly to the outside world. Their expertise stays hidden inside projects, technical discussions and internal conversations that never become visible marketing assets. Over time, this creates a gap between the quality of the work and the perception of the business in the market. PR and content help close that gap by turning technical expertise into visible authority. When buyers repeatedly see y

I recently turned 50. The number to me is no big deal, but the experience I've had in celebrating it really has been. I was whisked away to Marrakech for a five-day experience I will never forget. The next part is what you're all expecting. We've all seen it, it's what so many do when they go somewhere new, or see something different...they relate it to their own career. But this is no ChatGPT-written dialogue, this is actually what went through my mind during the experie

I sent my old car to the scrap yard. As I reflected on the process, I realised that scrapping a car is a perfect metaphor for B2B marketing.

By following these ten top tips, your employees will not only support your company’s LinkedIn strategy but also enhance their own profession

For engineering/manufacturing companies, crafting relatable and engaging posts can significantly enhance your audience’s connection.