Blog on
B2B and Industrial Marketing
Our articles and publications focus on digital marketing for the industrial and B2B sector. We write about what we do: strategy, corporate websites, identity, content, visibility…
Exhibition marketing: 2027 industrial fair calendar and how to prepare
An industrial trade show does not begin when the exhibition hall opens or end when the stand is dismantled. We look at Spain’s main industrial trade fairs confirmed for 2027 and how to approach marketing before, during and after the event to generate real opportunities.
B2B marketing automation: what to automate when the cycle takes months
In an industrial company the problem with marketing automation is almost never the tool: it is that the process takes months, several people decide it and it is written down nowhere. What can genuinely be automated, how much volume you need, and where to start without buying a platform.
Is WordPress slow? 100/100 in Lighthouse and 3/3 in agentic browsing
Our old site ran on WordPress and Elementor. Building the new one, we set out to cut weight and requests without giving up design or content. Today: 7 requests, around 68 KB, 100 across the four Lighthouse audits and 3/3 in agentic browsing. And what we cannot measure, we say so too.
8 changes redefining how industry buys
Industrial buyers research independently, use more channels and rarely make decisions alone. We look at eight changes transforming B2B marketing and what they mean for manufacturers, engineering firms and technology and agri-food companies.
Corporate identity: real examples and how a brand evolves
Does your company’s identity still tell the story of who you are today? We look at what makes up a corporate identity, when it makes sense to update it, and several real examples of B2B brands that have evolved.
When does a company need a rebrand? 11 signs to look out for
A rebrand should not start simply because your logo looks outdated. We look at 11 situations in which a company may need to review its brand, and how to distinguish between a strategic rebrand, a visual refresh and a problem that actually lies somewhere else.
What is Industry 5.0 and how it differs from Industry 4.0
Industry 4.0 connected machines, data and processes. Industry 5.0 broadens the focus to people, sustainability and resilience. What that evolution means, the technologies behind it and the challenges it creates for industrial companies.
Industrial website: what it is and how it should work in B2B
What makes an industrial website different from a conventional corporate website? We look at how a B2B website should be structured to explain technical products and services, build trust and support customers throughout the buying process.
B2B Marketing Plan: phases to be found, considered and chosen
A B2B marketing plan turns strategy into priorities, assets, channels and concrete actions. We look at eight phases that help a company become easier to find, understand, consider and choose.
B2B conversion funnel: why your customer doesn’t buy in a straight line
No company buys in a straight line. The funnel is still useful for measuring marketing and sales, but it describes the real decision poorly: the non-linear journey, buying committees and how to use the funnel without mistaking it for reality.