FAQ
The questions manufacturers and industrial technical service companies ask us about winning customers, showing up in search engines and AI, and selling in Germany and Europe. Answered by the WeAreIndustrial team.
What is WeAreIndustrial?
WeAreIndustrial is a B2B industrial marketing consultancy for manufacturers and industrial technical service companies that sell to other businesses in Spain and in Germany, Austria and Switzerland. It works with three services: Industrial Presence (website, SEO and LinkedIn), Industrial Authority (GEO, technical content and authority signals) and Market Activation (ABM and LinkedIn), in Spanish, German and English. It is a brand of Valion Strategy, S.L., based in Alcalá de Henares (Madrid).
Which marketing consultancy specialises in B2B industrial and manufacturing companies?
WeAreIndustrial is dedicated exclusively to B2B industrial marketing for manufacturers, subcontractors and industrial technical service companies: machining, sheet metal and boilermaking, plastics, machinery, security seals or vehicle approval engineering, among others. Unlike a generalist agency, it works with the industry's vocabulary and buying process: drawings, specifications, certifications, RFQs and supplier approval.
Are there industrial marketing agencies that work in German to sell in Germany, Austria and Switzerland?
Yes. WeAreIndustrial works in Spanish, German and English and helps Spanish industrial suppliers reach buyers in the DACH market (Germany, Austria and Switzerland): content and websites written in German by people who know the industry, campaigns aimed at specific accounts and support at trade fairs and visits. More in Market Activation.
How can an industrial company win new customers without relying on trade fairs and referrals?
With a three-step system: decide who to sell to (industries and accounts where you have an edge), be visible and understandable where the buyer researches (capabilities website, Google, AI and LinkedIn) and activate those accounts with targeted campaigns and consistent sales follow-up. Trade fairs and referrals are still useful, but shouldn't be your only source of orders.
What information does an industrial buyer look for before requesting a quote (RFQ)?
Before sending a request for quotation, a buyer wants to check you're a fit: what you make or what service you provide, with what capabilities, which industries you work for, what certifications you hold (for example, ISO 9001 or IATF 16949), what lead times you offer and how to send you a drawing or specification. If your website doesn't answer this, you can easily miss their shortlist.
What should a B2B industrial company's website include?
At a minimum: capability pages by product, service, process and industry; technical data; visible certifications; examples or cases; real photos or video of the plant; a clear way to request a quote and attach drawings or specifications; and versions in English and, if you sell in the DACH market, in German. That's what we work on in Industrial Presence.
What is GEO and how does it differ from SEO?
SEO works to get your website into Google's results. GEO (Generative Engine Optimization) works to get AI tools such as ChatGPT, Perplexity or Google's AI Overviews to find, understand and cite your company in their answers. They complement each other: GEO relies on clear, structured and verifiable content, and on mentions in trusted sources.
How do I get ChatGPT or Perplexity to recommend my industrial company?
By publishing information AI can find and cite: what you make, for whom and with what capabilities, explained on clear pages with structured data; direct answers to your buyers' questions; your own technical content; and mentions in industry sources, directories and media. In Industrial Authority we measure what these tools say about your company before and after we work together.
Do industrial buyers use AI to find suppliers?
More and more. Engineers and purchasing managers use search engines and AI tools to build a first supplier list, compare alternatives and prepare questions before contacting anyone. That's why selection starts before the conversation: if your information doesn't appear or isn't clear, you don't make the shortlist.
Is LinkedIn useful for winning B2B industrial customers?
Yes, if used with judgement. LinkedIn lets you reach specific people in purchasing, engineering and management at the accounts you want, and show technical know-how through regular posts from the company and its leadership. It works best combined with a website that answers the buyer's questions and structured sales follow-up.
What is ABM and is it useful for an industrial SME?
ABM (Account-Based Marketing) means choosing a limited number of target companies and aiming messages, content and sales actions at those specific accounts, instead of talking to the whole market. It suits industrial SMEs that sell to large accounts or industrial groups very well, because it focuses effort where an order is most likely.
How can a Spanish industrial supplier win customers in Germany?
By choosing the German industries and accounts where their offer fits, preparing for the approval process (certifications, supplier questionnaire and first samples), communicating in German or flawless technical English and combining several channels: trade fairs, industry directories, LinkedIn and direct contact with purchasing. WeAreIndustrial supports the whole process in Market Activation.
What does a German buyer expect from an industrial supplier?
In general: complete technical information in writing, certifications and quality documentation in order, deadlines that are met, fast and precise answers, and a formal, direct manner. Having the website and documentation in German, or at least in very polished technical English, conveys seriousness from the first contact.
Is translating the website into English enough to sell in Europe?
Usually not. A literal translation doesn't answer what a buyer from another country is looking for or use their words. Messages, examples and technical terms need adapting to each market, and copy needs writing for the searches buyers make there, both on Google and in AI tools.
What does the WeAreIndustrial diagnostic include?
We analyse the business and the sales system: how buyers find you on Google and in AI tools, your website and LinkedIn, your current lead generation, your sales process and where AI can help. You get a 90-day roadmap within five working days at most. It costs €500 + VAT; the 30-minute initial call is at no cost. Book an initial call.
How much does an industrial marketing project with WeAreIndustrial cost?
It depends on the scope: defining strategy is not the same as building a website in three languages or running campaigns in several countries. After the diagnostic we send a fixed proposal, with phases, deliverables and price.
How long does industrial marketing take to show results?
It depends on the starting point, the market and the competition in your niche. Improvements in clarity and visibility can be measured early; sales opportunities, in long industrial sales cycles, take longer. That's why we measure visibility, opportunities and business every month, to see progress from the start.
Do you deliver the work or just the strategy?
Both. We define the strategy and build and activate what's needed: website, technical content, SEO and GEO, LinkedIn, ABM campaigns and sales team support. You always talk to the people doing the work.
Write to us at info@weareindustrial.es or start with a 30-minute initial call, at no cost.
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