--- type: "Sector" title: "Industrial Marketing Agency for B2B Manufacturers | Roicool" description: "B2B marketing for manufacturers and exporters: market priority, multilingual sites, hreflang, Google Ads and LinkedIn by country, trade fairs, RFQs to order." url: "https://www.roicool.com/en/industries/industrial-marketing" lang: "en" dateModified: "2026-10-20" expert: "Mahmud Filoğlu" resource: "https://www.roicool.com/en/industries/industrial-marketing" alternates: tr: "https://www.roicool.com/sektorler/endustriyel-pazarlama.md" generated: { by: "process:roicool-cms", at: "2026-10-20T00:00:00.000Z" } related: - { title: "Industries", resource: "https://www.roicool.com/en/industries.md" } --- # Industrial marketing agency: B2B digital marketing for manufacturers and exporters B2B industrial marketing is the work that helps companies selling to other businesses reach procurement, engineering and management teams through search engines, LinkedIn, industry directories and email, and collect quote requests. For manufacturers it is often called industrial or manufacturing marketing: the product is technical, the decision takes long and several people make it. ## What is B2B industrial marketing? | Role | What they check | | --- | --- | | Engineer | technical fit | | Procurement | price, lead time | | Quality | certifications | | Management | supplier risk | ## 3 things that make winning industrial customers hard ### No one decides alone. For a machine part or a raw material, the engineer checks technical fit, procurement checks price and lead time, the quality team checks certifications and management weighs supplier risk. Each looks for different information, and the process runs through quotes, samples and trial orders for weeks or months. One ad message can't answer all of them; your site needs information for every role. ### Technical information is stuck in PDF catalogues. Buyers research suppliers in search engines, in industry directories and, more and more, in AI assistants. If specifications, tolerances, standards and certifications live only in a PDF, search engines and assistants can't read them or connect them to the product. The information belongs on the page as HTML; the PDF is the second layer. ### Trade fairs, agents and digital are measured separately. Requests come from fairs, dealers, email, phone and the website, and most of them never reach the CRM with their source. Then no one can see which channel brings orders, and the budget is split out of habit. ## A channel plan by buying stage In industrial markets, you choose the channel by the stage the buyer is in. The table links each stage to what the buyer looks for, the channel, the content and how it is measured. | Stage | What the buyer looks for | Channel | Content | How it's measured | | --- | --- | --- | --- | --- | | Research | Solutions, materials, application examples | B2B and international SEO, AI answers | Application and problem pages, technical guides | Organic visibility by language and country | | Shortlist | Production capacity, certifications, reference industries | Industry directories, LinkedIn, Google Ads by country | Product pages, a certifications and quality page, factory information | Target account visits, directory profile clicks | | Quote (RFQ) | Price, minimum order, lead time, delivery terms | Google Ads (product and technical terms), the quote form | Quote form, technical specification upload | Qualified quote requests (CRM) | | Sample and trial | Quality, fit, speed of communication | Email, the sales team, LinkedIn | Sample process, common questions, document pack | Sample → order rate (CRM) | | Repeat orders | Continuity, new products | Email, LinkedIn content | New product and application announcements | Share of customers who reorder | Links: \[B2B SEO\](/en/services/b2b-seo) · \[International SEO\](/en/services/international-seo) · \[Google Ads agency\](/en/services/google-ads-agency) · \[LinkedIn ads agency\](/en/services/linkedin-ads-agency) · \[GEO agency\](/en/services/geo-agency) · \[Hreflang tag\](/en/glossary/hreflang-tag) **Countries and languages.** Each market gets its own language version, product pages written with local search terms, and hreflang tags that link the language versions together. In Google Ads, campaigns are split by country and language, so each market's cost and quote requests show separately. On LinkedIn, targeting runs on industry, company size, job title and a target account list. ## Trade fairs and digital, together Trade fairs are still one of the strongest points of contact in industry. Digital doesn't replace the fair; it carries what happens before and after it. 1. **Before the fair**: Build your target account list around the fair's visitor profile. Invite them to a meeting at your stand by LinkedIn and email, and run a short search campaign in the country hosting the fair. 2. **During the fair**: Enter the cards you collect into the CRM the same day, with "fair name + year" as the source; add the meeting notes and the product they asked about. 3. **After the fair**: Send a personal follow-up email within the first week, then show your content to the companies you met on LinkedIn. Track how fair-sourced quotes turn into orders separately in the CRM. Taking part in trade fairs abroad is covered by the Turkish Ministry of Trade's export support schemes (see Support schemes). ## How to put technical information on the page - A separate page for each product or product family, with the specification table in HTML. - Standards and certifications by name and number; the certificate image or PDF as an attachment. - Applications: which industry it is used in, and for which problem. - Downloadable data sheets and CAD files as the second layer; if they go behind a form, ask only for an email address. - In each language version, units and standard names in the form that market uses. ## From quote request to order: the RFQ funnel and the CRM In industry, the conversion is not "form submitted". It is the stages that lead to an order: quote request, qualified request (product and quantity fit), quoted, sample, order. The quote form should ask qualifying questions: the product or HS code, estimated annual quantity, delivery country, company name and a technical specification upload. These questions save the sales team's time and show which requests the campaigns bring. The source of every request (campaign, country, keyword, trade fair) is written to the CRM automatically. 1. **Quote request** 2. **Qualified request**: product and quantity fit 3. **Quoted** 4. **Sample** 5. **Order** Links: [CRM consulting](https://www.roicool.com/en/services/crm-consulting) · [Landing page design](https://www.roicool.com/en/services/landing-page-design) · [What is B2B lead generation?](https://www.roicool.com/en/blog/what-is-b2b-lead-generation) ## Our service package for manufacturers ### B2B and international SEO Visibility on product, application and market searches; language versions and hreflang. → \[B2B SEO\](/en/services/b2b-seo), \[International SEO\](/en/services/international-seo), \[Technical SEO\](/en/services/technical-seo) ### Multilingual corporate website Product and application pages that carry the technical content as HTML. → \[Corporate web design\](/en/services/corporate-web-design-agency) ### LinkedIn and Google Ads Reaching target companies and job titles; search campaigns by country and language. → \[LinkedIn ads agency\](/en/services/linkedin-ads-agency), \[Google Ads agency\](/en/services/google-ads-agency) ### CRM and quote tracking Source fields, stage definitions, offline conversions. → \[CRM consulting\](/en/services/crm-consulting), \[HubSpot consulting\](/en/services/hubspot-consulting) ### Visibility in AI answers Being named correctly as a supplier. → \[GEO agency\](/en/services/geo-agency) ### Reporting A report by country × channel × stage. → \[Looker Studio reporting\](/en/services/looker-studio-reporting) ## What we measure ### Qualified quote requests Quote requests the sales team takes forward; by market and channel ### Cost per quote Total marketing cost ÷ qualified quote requests ### Quote-to-order rate The share of quotes from digital sources that turn into orders (CRM) ### Organic visibility by market Visibility on product searches in the target countries and languages ### Target account engagement Website and LinkedIn engagement from the accounts on your target list ## How we work 1. **Market order.**: Choosing the first 1–2 markets from your sales data and the matrix; the language and product list. 2. **Tracking setup.**: CRM stages, the quote form, source fields, offline conversion flows. 3. **Site and content.**: Product, application, certification and quote pages in the chosen languages; hreflang. 4. **Campaigns.**: Google Ads by country and language, LinkedIn target account campaigns, work tied to the trade fair calendar. 5. **Reporting and expansion.**: A monthly quote and order report by market; the next market once the first one delivers. ## Lead quality **How do you measure lead quality?** A form fill is never sent to the platforms as the primary conversion. When a request is marked qualified in the CRM, it goes back to Google Ads as an offline conversion and to LinkedIn through its conversions API. Because the order arrives months later, the platforms learn from the qualified-request stage; orders and revenue are read from the CRM in the report. For visitors in Europe, consent rules reduce the tracking signal; the report shows that gap separately. → [Google Ads offline conversion tracking](https://www.roicool.com/en/blog/google-ads-offline-conversion-tracking) · [Offline conversion](https://www.roicool.com/en/glossary/offline-conversion) · [Server-side tracking](https://www.roicool.com/en/services/server-side-tracking) · [Consent Mode and KVKK](https://www.roicool.com/en/services/consent-mode) ## Legal rules, export support and platform rules General advertising law applies when industrial products are promoted online; product certifications, standards and technical claims must be provable. In Türkiye, commercial electronic messages fall under Law no. 6563 and the İYS rules; contacting and tracking buyers in Europe falls under the GDPR and consent rules. Export support. The Turkish Ministry of Trade's Decision no. 5973 on Export Support (Official Gazette, 18.08.2022) includes these schemes, which bear directly on a digital marketing plan: | Scheme | What it covers | Rate | | --- | --- | --- | | Market entry project (art. 5) | Consultancy and report costs for target market, pricing, marketing and channel strategy; at most 2 projects per company | 50% | | Market research abroad (art. 6) | Travel and accommodation costs of a market research trip | 50% | | Trade fairs abroad (art. 7) | Fair participation, by stand square metres | 50%; 70% in target countries, 75% in target countries and sectors | | Promotion (art. 12) | Promotion and marketing costs abroad for products made in Türkiye; a registered trademark is required for companies without a unit abroad; up to 4 years | 50% | The upper amount limits are updated every year and published on the Ministry's support page. Which digital advertising and content costs count as promotion is set in the implementing circular. Check the current text and the circular with your exporters' association or your adviser before you apply. This section is not legal or financial advice. ## Platform rules **Platform rules.** Country targeting in Google Ads and LinkedIn is set separately for each market; before you upload a target account list to LinkedIn, check the legal basis for the data. You and your legal adviser decide the legal framework. ## Who this is not for - Companies that sell only to a single local buyer or through public tenders. - Teams that can't answer quote requests in the target language within a few business days. - Companies that don't record quotes and orders in any system and have no plans to: nothing can be measured. - Businesses looking for retail exports through ecommerce: this work is for B2B quote processes. ## Related resources - Blog: [What is B2B lead generation?](https://www.roicool.com/en/blog/what-is-b2b-lead-generation) · [Google Ads offline conversion tracking](https://www.roicool.com/en/blog/google-ads-offline-conversion-tracking) · [How to choose a CRM](https://www.roicool.com/en/blog/how-to-choose-crm) · [How does ChatGPT choose brands?](https://www.roicool.com/en/blog/how-chatgpt-chooses-brands) - Glossary: [B2B marketing](https://www.roicool.com/en/glossary/b2b-marketing) · [ICP](https://www.roicool.com/en/glossary/icp) · [MQL](https://www.roicool.com/en/glossary/mql) · [Hreflang tag](https://www.roicool.com/en/glossary/hreflang-tag) · [Marketing funnel](https://www.roicool.com/en/glossary/marketing-funnel) - Tools: [Ad budget calculator](https://www.roicool.com/en/tools/ad-budget-calculator) · [ROI calculator](https://www.roicool.com/en/tools/roi-calculator) · [LTV:CAC calculator](https://www.roicool.com/en/tools/ltv-cac-calculator) · [Conversion rate calculator](https://www.roicool.com/en/tools/conversion-rate-calculator) · [Google Ads audit grader](https://www.roicool.com/en/tools/google-ads-audit-grader) ## Sources 1. [Decision no. 5973 on Export Support (Official Gazette 18.08.2022/31927, current text; Turkish)](https://ticaret.gov.tr/data/69afdacb269de120c032b73a/5973%20Say%C4%B1l%C4%B1%20Karar.pdf) 2. [Ministry of Trade (Türkiye), Export Support (upper limits and circulars)](https://ticaret.gov.tr/destekler/ihracat-destekleri) 3. [World Bank, Logistics Performance Index (LP.LPI.OVRL.XQ)](https://api.worldbank.org/v2/country/TUR/indicator/LP.LPI.OVRL.XQ?format=json&date=2022) 4. [UN Comtrade](https://comtradeplus.un.org) 5. [Law no. 6563 on the Regulation of Electronic Commerce (Türkiye)](https://www.mevzuat.gov.tr/mevzuatmetin/1.5.6563.pdf) ## FAQ ### How do industrial companies get leads from digital marketing? Buyers research suppliers on search engines, in industry directories and, increasingly, with AI assistants. Product and application pages, technical documentation, language-specific pages for export markets, and LinkedIn targeting of decision-makers are the most effective channels. ### Which languages does an exporter's website need? The languages of your target markets. Starting with one or two languages chosen from your sales team's inquiries and the country data in Search Console works better than shallow translations into many languages. ### How should content for technical products be written? Around what engineering and procurement teams look for: technical specifications, standards and certifications, applications, comparison tables and downloadable documents. This information should be on the page as HTML, not only in a PDF. ### How do trade shows and digital marketing work together? Before the show, invite target accounts to meetings via LinkedIn and email; at the show, get collected business cards into the CRM quickly; after the show, run retargeting. Trade show leads should be tracked as a separate source in the CRM to see their impact on sales. ### Do B2B directories still matter? Yes. Industry and international B2B directories are sources that both buyers and AI assistants look at. The company description, product list and contact details in those profiles need to match your website exactly. Breadcrumb: [Home](https://www.roicool.com/en) › [The rhythm of your industry, our strategy](https://www.roicool.com/en/industries) › Digital marketing for manufacturers and exporters Related pages: - [Industries](https://www.roicool.com/en/industries) **Let's work out which market to start with.** Tell us about your products, your target countries and your quote process; we'll prepare a roadmap with the market order, site, campaign and tracking steps. [Get a proposal](https://www.roicool.com/en/get-a-proposal?sektor=endustriyel-pazarlama) Source: https://www.roicool.com/en/industries/industrial-marketing · Last updated: 2026-10-20