Marketing & Communication

Marketing for Industrial and Engineering Companies

Industrial buyers make complex, high-value decisions involving engineers, procurement and senior management. This course covers B2B marketing for industrial and engineering firms: understanding buying centres, technical value propositions, content for engineers, trade shows, distributor and channel marketing, digital lead generation and supporting the sales team.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Industrial marketing is often limited to brochures and exhibitions. You will learn modern methods that generate qualified leads for technical products.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Industrial case studies, value proposition workshops, campaign planning exercises and channel analysis.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Understand industrial buying behaviour
Map buying centres and decision journeys
Develop technical value propositions
Create content that engages engineers
Plan trade show and channel marketing
Generate and nurture qualified leads

Target audience

Who should attend.

This course is suitable for:

Marketing managers in industrial firms
Sales engineers
Business development managers
Product managers
Distributor managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

B2B buyer insight
Value proposition design
Technical content
Channel marketing
Lead generation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Industrial Markets

09:00–10:08How industrial buyers decide
10:08–11:00Buying centres
11:00–11:30Coffee break
11:30–11:45Buying centres (continued)
11:45–12:53Market segmentation
12:53–14:00Exercise

Day 2Value Propositions

09:00–10:08Technical value
10:08–11:00Total cost arguments
11:00–11:30Coffee break
11:30–11:45Total cost arguments (continued)
11:45–12:53Proof and references
12:53–14:00Workshop

Day 3Content for Engineers

09:00–10:08Technical content types
10:08–11:00Case studies and data sheets
11:00–11:30Coffee break
11:30–11:45Case studies and data sheets (continued)
11:45–12:53Webinars
12:53–14:00Exercise

Day 4Channels and Events

09:00–10:08Distributors
10:08–11:00Trade shows
11:00–11:30Coffee break
11:30–11:45Trade shows (continued)
11:45–12:53Partner marketing
12:53–14:00Case study

Day 5Lead Generation

09:00–10:08Digital campaigns
10:08–11:00Lead nurturing
11:00–11:30Coffee break
11:30–11:45Lead nurturing (continued)
11:45–12:53Sales alignment
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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