B2B Industrial Marketing & PR

The technology sector is a very broad term and can encompass many different industries. Typically the primary producing sector is agriculture, fisheries, forestry, mining and quarrying, who produce goods from natural resources. The secondary industry sector is still a wide base but usually supports, such as distribution, transport, energy and utilities, construction, chemicals, mechanical and electrical engineering, textiles, aerospace, plastics and packaging.

The challenges

In the industrial sector marketing is business to business (B2B) and has moved on much more than merely producing a set of product flyers and print ads. Marketing in the industrial B2B sector has to be a multi-channel experience, on and offline. Buyers are more sophisticated and will do their own research about your products so your marketing has to be knowledge-driven and multi-channel.

A complete demand generation strategy is required to support the marketing and sales process and to provide the content prospective customers need to make informed decisions. This will include good photography and videos to showcase product features and benefits.

Online is crucial for industrial B2B marketing as typically the sales process and buying cycle is long so digital touch points are necessary to educate and engage your audience. PPC, SEO, remarketing and retargeting all have a place in the marketing mix.

FIG has worked in B2B environments for 25 years and has a lot of experience in the industrial sector. As this is so broad, here’s some niche sectors where we have particular specialism and experience.


FIG has worked in the packaging sector for over 12 years. Typically, a very conservative sector when it comes to marketing, which has relied very much on printed materials, trade shows and adverts for years. The industry is starting to catch up but there is still a long way to go.

We understand the challenges of this extremely competitive marketplace; of being nervous to share too much about customers and case studies, about having to communicate service, stock levels and value add services to differentiate, to be targeted about who we communicate with, to achieve better returns, and to include PR in the mix for greater awareness.

Glossop Cartons is the UK’s leading manufacturer of carton board packaging products to businesses across the UK. They are one of FIG’s long-standing marketing partners and we support Glossop Cartons with design, social media, emailshots, PR, exhibition support, LinkedIn articles, and campaigns.

CJK Packaging Limited is a family run business and a leading UK and Ireland distributor for Kautex high quality, plastic containers. Originally managing their online business via www.ibottles.co.uk they became a marketing partner in 2018 where FIG managed their eCommerce website and ran PPC campaigns, social media campaigns, photography, and emailshots.


The plastics industry is wide ranging, and FIG has worked with roto moulding companies, niche manufacturers and ancillary product providers who support plastic companies. We understand the technology, the terms they use and the sales cycle of their industry. Digital marketing plays a big part of the marketing mix to provide a fast, efficient and accountable way of communicating and engaging a varied audience. Generally B2B, it’s about providing good quality product and value added service information quickly and consistently, and being responsive to customer needs.

Global One-Pak (GOP), part of Coral Products group, is a leading supplier of lotion pumps, triggers and mist sprayers. FIG worked with GOP for many years, supporting them as a marketing partner with digital, design, branding, emailshots, PR, social media and exhibition support.

Tatra Rotalac specialise in the manufacture of plastic extrusions and injection moulding. FIG supported Tatra Rotalac through a rebranding process and designed and built their website.

Fastrak Retail is a market-leading, tier one provider of innovative retail POS display solutions. FIG worked as a marketing partner supporting the team with design, digital, content marketing, emailshots, social media management, PR and exhibition support.

TH Plastics is a market-leading ancillary products and solutions provider in the UK with a portfolio of customers that includes some of the most high profile and technically demanding plastics business in the UK. TH Plastics was one of FIG’s first marketing partners back in 2010 and remained a customer for several years. We became their outsourced marketing department providing PR, award writing, emailshots, social media management, digital support, exhibition support, case studies, blog writing, design and print.

Building industry

FIG has worked in the building industry for over 20 years, working with a wide variety of clients including high care construction companies, security companies, insulation companies, air filter companies and gutter and roof refurbishment systems. The full marketing and PR mix, multi-channel approach has been key to success in this sector, particularly around a good online presence, good case studies and channel marketing and CPD materials.

Building Projects Group is an experienced, long-standing construction company, specialising in high care environments across a wide variety of sectors. FIG supported their brand and web development and provided on-going marketing support with case studies.

FIG worked for many years with HD Sharman, now known as Sharmans, gutter and roof refurbishment specialists. We were there outsourced marketing department for the previous owners and provided all of their marketing and PR support including media buying, design and branding, website support, emailshots, social media support, exhibition support and CPD support.

FIG works with Armacell UK, who developed innovative and safe thermal, acoustic and mechanical solutions that create sustainable value for its customers. FIG supports the marketing team as a marketing partner, providing design for datasheets, product brochures and other sales tools, social and web image support, content marketing, campaigns and PR.

TF Solutions is one of the leading Air Conditioning and Refrigeration distributors in the UK. FIG worked as their marketing partner for several years providing web support, branding and design for product literature, brochures, social media, PR, award writing, case studies and exhibition support.

Content marketing

With content marketing so crucial in the digital marketing mix, you need to regularly update your digital tools with fresh, relevant and engaging copy. This is important because it helps keep B2B customers interested in you and it has a huge impact on your search engine rankings. With a potentially long buying process in the industrial sector, content marketing is important to engage, educate and resolve buying obstacles of your potential prospects. Content can and should include blogs, videos, social media, case studies, LinkedIn thought leadership pieces, photography, and infographics.

Channel partner/distributor toolkits

Whether it’s a dedicated partner portal or a simple downloads area or simple online depository, channel partners and distributors will appreciate marketing and sales support to help sell your products and solutions. This could be as simple as Point of Sale materials, datasheets and case studies, to sales presentations, sales briefs, social media image banks, emailshot templates and language translations.

Branding and messaging

Often not given too much thought for some industrial companies, getting your brand and messaging right can have dramatic affects on the marketing and sales process. Ensuring your brand and messaging is consistent, on point and relevant to your audience is paramount.


Achieving visually appealing content online and in your marketing materials will provide greater engagement and effectiveness. Design can help companies to stand out, be bold and concentrate on their key strengths and capabilities.


FIG’s experienced B2B PR team offers professional, effective and creative PR services that will promote your brand, engage your target audience, meet your business objectives and positively impact your bottom line.

Public relations is about sending out the right message about your business to the right people, building your credibility and brand awareness and at FIG we work hard to get under the skin of your industrial business, finding out what really makes you different and then shouting about it. Our award-winning PR campaigns have seen us deliver everything from media relations, social media PR and award entries to exhibition support and crisis management for our wide-ranging B2B industrial client base.


Video is one of the most effective and creative ways to reach customers, giving your industrial business the human touch.

FIG has experience creating promotional, corporate, training and explainer videos as part of your business’s overall brand strategy. In industrial settings video can showcase your expertise, your innovation and complex solutions, clearly and in an engaging way.

We’ll organise and manage the production process, provide creative input and content and brief participants to make sure the finished product is exactly as you imagined it.

Case studies

The industrial sector can use case studies to great effect, as they can be used to demonstrate innovation and talk through complex solutions with clear benefits in mind. They’re fantastic for educating the marketplace but also as a sales tool to showcase products and solutions.


Our experience arranging commercial photography for B2B clients means we understand that different images you might need for a range of contexts from adverts to websites, merchandising to brochures.

FIG will arrange and manage commercial photography as part of your overall marketing strategy, giving specific direction to the photographer so that the images you end up with have maximum impact and faithfully reflect your business’s key messages. We manage our own-house product photography.