B2B marketing for industrial companies

We design and execute marketing plans for manufacturers and distributors: which channel, in what order, and with what budget. One single team for SEO, campaigns, content, and CRM, instead of four providers who don't talk to each other.

Request your B2B marketing plan
Oficina luminosa con varias personas trabajando en escritorios junto a ventanas grandes y plantas.

What you gain from a marketing plan

  • A complete plan delivers more than the sum of its parts. Sinclair Pharma increased users by 73% in four months and goal completions by 31% by combining marketing, strategy, and technology.
  • Your website is more than just a brochure. THIELMANN organic traffic increased by 115% and load speed by 50% with their new website.
  • The lead reaches sales with context. In Brother we set up lead nurturing on a new CRM and a dashboard that tracks the lead from attraction to closing.

How to know if you need a B2B marketing plan

You've tried piecemeal services and nothing stuck: One quarter of SEO, another of ad campaigns, each with a different provider and none of them looking at the same funnel.
You sell through distributors and don't know what happens next: Leads come in through your website and get lost in the sales pipeline without anyone tracking them.
Your marketing relies on trade shows: Your budget is spent on two events a year, and the rest of the time, nothing comes in from anywhere else.
The buying committee doesn't know you: By the time the tender arrives, the decision has already been made, because the decision-makers hadn't read your content beforehand.
OUR PROCESS

Your B2B marketing plan, step by step

01

Understand how your industry buys

Before proposing channels, we map out the decision-makers: the technician who specifies, the purchasing agent who negotiates, and the director who signs off. Each one searches in different places at different stages of the cycle.
Deliverable: buying committee and sales cycle map.
02

Prioritize the plan

We don't activate everything at once. We prioritize channels based on how long they take to show results and their cost, ensuring the first quarter yields returns while the slower strategies mature.
Deliverable: channel plan, activation order, budget, and KPIs.
03

Execute with a single team

SEO, campaigns, content, and CRM are all connected, looking at the same funnel. This prevents individual providers from optimizing their own metrics while ignoring actual sales.
Deliverable: monthly execution, a single marketing and sales dashboard, and quarterly plan reviews.
73% more users in 4 months thanks to marketing, strategy and technology services
Success story
Sinclair Pharma

73% more users in 4 months thanks to marketing, strategy and technology services

Results

  • 73% increase in users in 4 months
  • 76% increase in new users in 4 months
  • 70% increase in new sessions
  • 31% increase in the completion of objectives
  • 612 leads received in Spain alone (My Aesthetic Clinic) in just 8 months
View full case study
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Master HubSpot for B2B marketing

If you already have HubSpot and are looking to make the most of it as the central platform for your B2B marketing and sales, you've come to the right place.

In today's B2B ecosystem, HubSpot has established itself as the go-to platform for managing marketing, CRM, and the sales pipeline. Its inbound marketing approach and intelligent automation give teams an unparalleled advantage in attracting, nurturing, and closing enterprise clients.

Implementing and optimizing HubSpot requires specific expertise, which is why at Novicell we support you in the configuration, automation, and utilization of your portal so you can get the most out of your commercial performance.

Our clients

Mathias Lundquist
"We have been working with Novicell since 2018. They have helped us position our brand, increase and improve the quality of our leads, and convert them into clients, thereby helping us meet our web revenue goals. They also designed and developed our new website. They are a great team that I would recommend without a doubt."

Viviane Gelpí Wenger

Marketing and Communications Director at AGM Abogados

Why B2B marketing matters to every department

Here is how a marketing plan changes the day-to-day for every team:

Sales

Get fewer, higher-quality leads with full visibility into their origin and journey, rather than just a list of catalog downloads.

IT/Technology

A single point of contact for the entire funnel, and a plan that doesn't need to be redone every time quarterly priorities shift.

Piezas de rompecabezas rosas, lápiz, tijeras, pinceles, lata de pintura y escalera, con cartel que dice TEAM.

Marketing

Marketing stops being an expense for catalogs and trade shows and becomes a plan with a budget, deadlines, and a bottom line to defend.

Export

The same plan is replicated across markets without being redone, adapting language and channel instead of starting from scratch in every country.

Alberto Cañas
Alberto Cañas
Marketing Director

Marketing doesn't fail because of the channels; it fails because of the order.

"Almost every industrial company that comes to us has already tried a few things: some SEO, a few campaigns, a PDF catalog. The problem isn't that they were done poorly; it's that they were disjointed and managed by different people. A plan isn't about doing more things; it's about deciding which ones to do first."

Jaume Alsina, Digital Operations
Jaume Alsina
Digital Operations
Alejandra Pedraza, Growth Marketer
Alejandra Pedraza
Growth Marketer
Carolina Aguilar, Senior Digital Strategist
Carolina Aguilar
Senior Digital Strategist
talk to our B2B marketing team

FAQs about industrial B2B marketing

Frequently asked questions about marketing plans for industrial and B2B companies.

CONTACT
What is B2B marketing?
It is marketing aimed at companies rather than consumers. The practical difference isn't the channel, it's who decides and how long it takes: in B2B, a committee of several people makes the purchase, the cycle lasts months, and the conversion isn't a sale, it's a request for a quote. That changes the content, the timeframes used for measurement, and what is considered a good lead.
How does industrial marketing differ from general B2B marketing?
In three specific ways: the catalog is technical and the person consulting it is an engineer, not a buyer; a large part of the sale goes through distributors, so the lead changes hands; and there are trade shows and tenders that dictate the calendar. An industrial marketing plan that ignores these three factors ends up measuring traffic that doesn't convert into sales.
How much does a B2B marketing plan cost?
It depends on how many channels are activated and whether content needs to be created from scratch. We work with monthly hour packs, which allows you to start with two or three channels and scale up. Before providing a quote, we will tell you where we would start and why, even if it is the smallest option.
How long does it take to see results?
It depends on the channel, which is why the order matters. Paid campaigns provide data in weeks. SEO and content take six to nine months in this industry because technical searches are few and very specific. A well-ordered plan activates what provides signals early on first, in order to sustain what takes longer.
Can I hire a single service instead of the full plan?
Yes, and sometimes that is the sensible choice. If you already know your problem is positioning or conversion, go straight to that service: you can find them all on our digital marketing services page. The plan makes sense when you don't know where to start, or when you've tried individual pieces that didn't quite fit together.
How does this fit with our distributor network?
This is the most frequently asked question, yet it is also the most ignored. It can be approached in two ways: capturing the lead and passing it to the local distributor with context, or generating brand demand that the distributor can leverage. What doesn't work is setting up a plan without deciding which of the two to pursue, because then sales and distribution will end up stepping on each other's toes.