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B2B marketing for technical firms

Buyers moved. Your pipeline should follow.

SEO, GEO, Google Ads and Meta Ads built around how industrial and technical buyers research, compare and shortlist suppliers now.

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Fire and security Manufacturing Warehousing and logistics Industrial supply Engineering Plant and machinery Facilities and building services Commercial contracting
Fire and security Manufacturing Warehousing and logistics Industrial supply Engineering Plant and machinery Facilities and building services Commercial contracting
The shift

The room where the deals happened got quieter.

Trade shows, referrals and sales relationships still matter. They just carry less of the buying journey on their own.

A buyer who once met suppliers at a stand can now compare them through search results, AI answers, paid media, company pages and industry content before a sales conversation starts.

The demand did not disappear. The route into the shortlist changed.

Enquiries have flattened while competitors appear more often in search.
Most new business still depends on referrals and existing relationships.
Marketing activity is difficult to connect to actual sales conversations.
The website explains the company, but does not help a buyer make a shortlist decision.
Technical professionals working in an industrial setting
Complex offerTechnical detail has to remain accurate while the message becomes easier to buy.
Business research and planning on a laptop
Clear decision pathBuyers need enough proof and clarity to keep moving when no salesperson is in the room.
The channels

Different jobs. One pipeline.

The mix changes by market, but each channel has a clear commercial role.

SEO

Technical health, capability pages, sector architecture and search visibility built around how buyers look for suppliers.

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GEO

Content and entity structure designed to make the business easier to understand, cite and shortlist in generative search.

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Google Ads

Intent-led paid search tied to the right offer, landing page and enquiry path, with reporting that follows lead quality.

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Meta Ads

Retargeting, service-area awareness and selected recruitment campaigns where repetition and reach do useful work.

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How it runs

Research first. Spend second.

The sequence matters. Media should not be used to discover problems that should have been found before launch.

01

Research

Market, competitors, search demand, AI visibility, offer and current enquiry flow.

02

Foundations

Tracking, forms, page structure, routing and the content required to support demand.

03

Demand

Organic visibility and paid campaigns go live in the mix that fits the market.

04

Reporting

Enquiries, source, quality and pipeline are reviewed against the work that produced them.

14 days before media spend

Research and measurement come before paid activity so the budget is not doing the diagnosis.

Accounts stay in your name

Advertising, analytics and client data remain under your ownership and access.

Three months, then rolling

Enough time to build and learn without turning the relationship into an indefinite lock-in.

Insights

For longer buying cycles and harder decisions.

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Pricing

A clear starting point.

Management fees are published. Media spend is paid directly to the platforms from accounts in the client name.

Ignite
£750per month + £350 setup

One channel run properly, with the tracking and supporting work needed to judge it.

  • SEO, Google Ads or Meta Ads
  • Research and competitor review
  • Tracking and enquiry routing
  • Light supporting content
  • Monthly enquiry reporting

A focused starting point when one channel needs attention first.

Discuss Ignite
BlazeMost popular
£1,750per month + £600 setup

Organic visibility and paid demand working together, with enough coverage to affect enquiry volume.

  • SEO and GEO
  • One paid channel managed
  • Content and social calendar
  • Lead reporting and pipeline visibility
  • Monthly strategy call

A broader demand system for firms ready to move more than one channel at once.

Discuss Blaze
Inferno
£3,000per month + £950 setup

The full channel mix with dedicated campaign pages and a deeper content programme.

  • SEO and GEO
  • Google Ads and Meta Ads
  • Campaign landing pages
  • Full content and social programme
  • Founder and company LinkedIn support
  • Priority support and quarterly strategy

For firms treating digital demand as a primary route to new business.

Discuss Inferno

Management fees exclude advertising spend. Media budget is paid directly to Google and Meta from accounts in the client name. Setup is invoiced before onboarding starts.

One off

Visibility audit

A review of search visibility, AI visibility, competitor position and what happens after an enquiry arrives.

£600
Next step

Half an hour. No slides.

Talk through the current pipeline, what is already working and where visibility is breaking down.

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