Manufacturing & Industrial work
Engagements and capability models in manufacturing & industrial. Each entry sets out the situation we found, what we diagnosed, the system we built and how it was sequenced.
Service
Proof type
3 entries
A specification-led content architecture for an industrial catalogue
An industrial catalogue is usually organised the way the *company* is organised. Buyers search by application, by specification, and by the part they're replacing — and those two structures share almost no words. This is the architecture that reconciles them.
Technical SEOContentContent SystemsCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & IndustrialMost of the purchase is over before a vendor is contacted — and one front-runner is usually already chosen
The published industrial buying research says the buying team is three people, more than 55% of the process is complete before any vendor is contacted, and the final shortlist narrows to two. This model spends against the part of the process that happens before the enquiry form, because that is where the shortlist is decided.
ContentTechnical SEOAEO GEOCapability ModelA modelled capability, not a client account. Figures illustrate what the model produces and are labelled as modelled wherever they appear.Manufacturing & Industrial$75.19 in the ad account and $553 across the business — manufacturing's two cost-per-lead numbers
Industrial and commercial search campaigns post the highest conversion rate and the lowest cost per lead of any B2B-relevant category in the published set. The blended manufacturing cost per lead across all channels is roughly seven times higher. Both are correct, and the gap between them is where this model does its work.
Paid SearchLanding PagesCRO