Digital Growth and B2B Marketing for the Manufacturing Industry
Traditional sales channels alone no longer deliver growth. In manufacturing, long buying cycles and complex decision-making demand strategic B2B marketing.
We help Finnish industrial leaders build a data-driven engine that delivers stronger global visibility, a steady flow of qualified leads, and a measurable competitive advantage.
Trusted by Manufacturing Industry Leaders
SOLVING THE CORE CHALLENGES OF DIGITALISATION IN MANUFACTURING
SALES
Challenge
Relying on Traditional Sales and Trade Shows?
Sales depend on traditional channels and trade show contacts, but the digital lead flow is weak or non-existent. Reaching new global customers is inefficient and unpredictable.
Solution
We build a predictable lead engine that targets and engages your most valuable accounts globally. By leveraging Account-Based Marketing (ABM), search engine visibility (SEO), and marketing automation, we turn anonymous website visitors into qualified sales opportunities – so your sales teams spend less time chasing and more time closing.
BRAND
Challenge
Failing to Stand Out in a Global Market?
Your product is technically superior, but your brand fails to stand out in a crowded global market. Your message isn't reaching international buyers or convincing complex decision-making committees.
Solution
We clarify your core message and build a distinctive brand strategy. We transform technical features into compelling stories and creative campaigns that build trust and establish you as an industry thought leader – helping international buyers choose you with confidence.
TECHNOLOGY & DATA
Challenge
Website as a Digital Brochure, Not a Business Tool?
Your website is an outdated digital brochure, not a business-generating tool. The customer experience is complex, and valuable data is not being used to drive business development.
Solution
We design and build world-class digital customer experiences (UX/UI). We transform your website into a powerful sales and marketing tool, continuously measuring and optimizing its performance with data analytics – so your website becomes your best-performing sales channel, open 24/7 globally.
Measurable Growth for Global Manufacturers
We partner with industry leaders to turn ambitious goals into tangible results. Here's the proof.
Why VML for the Manufacturing Sector?
GLOBAL POWER, LOCAL INSIGHT
As part of the WPP network, we bring you world-class tools and global data. Our international, yet Helsinki-based team understands the unique challenges facing Finnish industrial companies aiming for global growth. Through N2 Group, our clients tap into one of Finland’s largest marketing networks.
TECHNOLOGY & DATA-DRIVEN
Our strategic advice is always focused on your business goals, not a single technology. We use data to prove our impact and guide every decision we make.
PROVEN PARTNERSHIP WITH INDUSTRY LEADERS
We don't just complete projects; we build long-term partnerships. We understand the complexities of your industry, from long sales cycles to global supply chains.
"In manufacturing, the most important part of the sales process now happens online, long before a salesperson is ever contacted. Our job is to ensure our clients win that digital-first battle by being the most credible and valuable resource for their customers."
- Wester Schaefer, Senior B2B Strategist, VML Finland
Insights for Manufacturing Leaders
Frequently asked questions
- How do you effectively market complex industrial products online?
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The key is to shift focus from technical features to customer value. We create a clear brand story and targeted content (articles, guides, case studies) that addresses the specific pain points of your technical audience, then use strategic SEO and ABM to ensure this content reaches the right decision-makers.
- How do you measure the business impact of your marketing activities?
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Our focus is always on measurable impact. We start by establishing clear KPIs tied to your business goals, such as lead generation growth, customer acquisition cost (CAC) reduction, and sales pipeline value. For instance, our partnership with Outokumpu focused on transforming their digital presence, which resulted in a substantial and sustained increase in high-quality sales opportunities for their team. This ensures that marketing efforts translate directly into tangible business results.
- How do you reach niche technical audiences like engineers?
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Reaching technical experts requires credibility and value. We target them on platforms where they actively seek information, like LinkedIn and through specific Google searches, with authoritative content that solves a real problem.
The engine for your Digital Transformation
We provide a comprehensive suite of services designed to build, run, and optimise your entire B2B marketing and digital growth. Our expertise covers every stage of your transformation:
- Brand and marketing strategy
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We build the strategic foundation your B2B brand needs to win in competitive global markets. We go beyond simple messaging to define your unique market position, identify your most valuable customers, and create a data-driven roadmap that ensures every marketing investment drives measurable growth.
Our approach combines deep-dive analytics with collaborative workshops to craft a compelling narrative and a go-to-market plan that aligns your sales and marketing teams. This results in a clear, actionable strategy that strengthens your brand's position and attracts high-quality leads.
See our strategy in action: Learn how we transformed KONE's digital marketing from disparate actions into a systematic, scalable global strategy.
- Digital marketing
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We develop and execute integrated digital strategies that connect your brand with global B2B audiences. Our approach ensures that from initial awareness to final conversion, every touchpoint is optimized for performance and aligned with your core business objectives.
Our team combines expertise across all critical channels—including SEO, SEM, and content—using data-driven principles to continuously test and optimize campaigns. This maximizes reach, engagement, and your return on investment.
See our results: Learn how our integrated digital strategy accelerated Outokumpu's growth and strengthened their brand.
- Creative campaigns and content
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We plan, create, and deliver fully integrated marketing campaigns that capture attention and drive action. From high-impact advertising to strategic B2B content, our creative work is designed to deliver results across the entire funnel.
Our creative process is rooted in strategic insight, translating your brand’s value into compelling stories and experiences that resonate with your audience. This builds brand equity and positions you as a thought leader in your industry.
See our creative work: Explore how we developed an engaging campaign for Nokia to connect with a new generation.
- Customer Experience & UX/UI Design
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We design intuitive and engaging digital experiences that turn complex B2B challenges into simple, effective user journeys. Our human-centered approach ensures every interaction is meaningful, builds trust, and is optimized to drive conversion.
Our process is rooted in user research and data analysis to identify and eliminate friction points. This results in digital platforms that are not only easy to use but also increase user satisfaction and deliver higher conversion rates for your business.
See our UX work in action: Learn how our customer-centric approach helped accelerate Outokumpu's growth.
- Website Development and Management
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We design, develop, and manage high-performance websites that serve as your most powerful marketing asset. Our focus is on building secure, scalable, and user-centric digital experiences that are optimized for Core Web Vitals and accessibility (WCAG).
Our development process prioritizes clean code, fast load times, and a seamless user experience, followed by proactive management to ensure your site remains a secure and competitive advantage.
Learn about our standards: Read our guide on the importance of website accessibility under the European Accessibility Act (EAA).
- Marketing Automation
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We implement and optimize marketing automation and CRM platforms to streamline lead nurturing, enable personalized customer journeys, and create powerful efficiencies across your sales and marketing funnels.
Our consultation goes beyond just technology; we help you develop lead scoring models and automated workflows to ensure you're sending the right message to the right person at the right time, at scale. This improves marketing efficiency and strengthens sales alignment.
- SEO & SEM
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We boost your online visibility and drive a consistent flow of qualified traffic with strategic Search Engine Optimization (SEO) and performance-driven Search Engine Marketing (SEM). We turn search engines into your most reliable source for B2B lead generation.
Our methodology is comprehensive, combining technical SEO with a robust content strategy for long-term authority, alongside targeted SEM campaigns on platforms like Google Ads that deliver immediate, measurable results.
Start with a data-driven analysis: Get your free, AI-powered SEO audit to evaluate your site's performance and unlock key insights for higher rankings.
- AI & Marketing Operations Consultation
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We help your organization transform for the future by embedding relevant AI in digital marketing and adopting agile, data-driven processes. Our consultation empowers your team to work smarter, move faster, and gain a significant competitive edge.
We assess your current operations to identify the highest-impact opportunities for AI and automation, then guide you through the implementation of new tools and workflows to unlock new levels of productivity and innovation.
Explore the future: Read our latest analysis on AI trends and strategies in B2B marketing.
Ready for B2B Growth?
Book a free 30-minute strategy session with our CEO Lars. He will walk you through key opportunities for optimizing your marketing to drive better results globally. You'll leave with concrete ideas, not a sales pitch.
Ready to find a time?
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Our B2B Network
We operate as part of N2 Group, a leading Finnish marketing and communications network covering every aspect of marketing, from strategic planning to creative execution, trade fairs, influencer collaboration, and PR. Local expertise is a valuable asset when expanding operations into the Nordics and European markets.
Our full integration into the global VML network is a unique advantage. It gives us direct access to all materials, tools, and the network's expertise, combining global scale with strategic understanding of marketing and technology trends across various markets, including Europe.
As part of WPP, one of the world's largest marketing and communications services groups, we provide our clients with access to world-class insights. This includes a front-row seat to global marketing trends and WPP's AI capabilities, helping us and our customers navigate the global marketing landscape.