Manufacturing Marketing Trends: Industry Shifts and Strategies for Success
After three days of intense learning, industry networking, and insightful discussions, the 2025 Industrial Marketing Summit came to a close on February 28th in sunny Austin, TX.
AI, branding, and community engagement were reinforced as necessary strategies to stay competitive as industrial marketing speeds ahead. Now is the time to get your audience excited about manufacturing innovation and all the opportunities it creates.
Workforce Transitions
A generational shift is underway as younger professionals begin taking the reins in decision-making roles. The U.S. is currently experiencing a massive wave of retirements, marking 2025 as the zenith of the “Peak 65 Zone.” According to the United States Census Bureau, approximately ten thousand people turn 65 daily since the last census in 2010.
As younger generations continue entering the workforce, industrial companies need to concentrate on strategies that help to attract new workers to the manufacturing industry and skilled trades. Rebranding may be a necessary step for appealing to emerging decision-makers and younger employees. Younger generations evaluate career opportunities differently. A faceless or ‘stuffy’ brand can drive away a younger workforce. Establishing a strong, relatable brand presence is essential for long-term success.
All Steam Ahead with AI
AI can’t replace humans, but it will inevitably change how we execute our work. AI adoption is accelerating across all industries with Large Language Models (LLMs) powering tools that generate text, images, video, and code. Additionally, there are tools that can be used to analyze content gaps, market trends, and audience behavior in less time than ever before, leaving more room for human-led productivity and creativity.
Given the rapid growth of AI capabilities, businesses have one to two years to develop AI literacy to remain competitive. Agentic AI, for example, can take actions to achieve a goal within a specific set of business processes, but it is not perfect. Generative AI, on the other hand, has elevated prompting as a marketable skill because it significantly impacts the results obtained from AI chatbots. AI still requires heavy human involvement to produce desired outcomes, so it’s important to make time to understand the available tools and how they can strategically improve your team’s productivity and output.
Assessing the Need to Rebrand as a Manufacturer
A strong brand identity is a critical factor in staying top-of-mind in your market. If any of the following issues resonate with you, it may be time to consider rebranding:
Unclear or confusing brand messaging
Outdated branding that no longer reflects where the company is now
Visually unappealing or outdated imagery and content
Ignoring these warning signs can lead to declining sales and lost market relevance. Rebranding builds credibility and trust and strengthens connections with both customers and prospective employees.
Buyers and job seekers alike search for the human element in a brand. Companies with personalities that reflect their core values draw more appeal. Being bold and courageous with branding leads to a strong and lasting impression.
Budgeting tip: In a recent episode of Good Marketing with Stephanie, Aileen Wigotow, CPA, states that a typical marketing budget is 7-12% of revenue. Gaining a competitive advantage may require an initial budget on the higher end to bring your revitalized brand to market. Once established, this budget can be re-evaluated, scaled up, or scaled down as needed.
B2C Video Tactics for B2B Results
Video content continues to dominate digital marketing, and its influence extends beyond the B2C world. Short-form videos (5–15 seconds) are an effective tool for B2C companies selling low-investment products to consumers. But, they also work for B2B companies by showcasing products, revealing behind-the-scenes operations, and exploring problem-solving scenarios that help you develop a stronger relationship with your audience.
Content needs to be engaging and entertaining; it does not always have to be promotional. Leveraging influencers and podcasters can significantly expand brand awareness. When engaging with influencers, ensure their values align with the company’s mission. Be a follower first. Authentic partnerships strengthen credibility and enhance brand visibility within targeted audiences.
Shoutout: I could not believe how excited I was about commercial refrigeration until Pete Grasso took the stage and showed us all the great video content Heatcraft was putting out.
Social Responsibility Beyond PR
Companies supporting organizations that align with their core values go beyond good PR. Leadership has a social responsibility to support the communities they operate in and benefit from. Consumers and businesses alike prefer to engage with companies that demonstrate ethical commitment and community support. “The more customers resonate with socially responsible companies' vision, the more they are eager to connect,” states Tammy Sons, Forbes Council Member.
Something else to consider is volunteering with programs like FIRST Robotics and SkillsUSA to contribute to workforce development and inspire future generations to consider careers in manufacturing. Showcasing the human side of your business reinforces the idea that success can be both profitable and progressive.
Extrapolating & Amplifying Content
To maintain a strong presence and remain top of mind, content creation should be consistent and engaging. A well-executed event strategy can generate content for three to five months. When combined with blogs, podcasts, national recognition days, and company milestones, an annual content calendar can be filled for an entire year.
For content distribution, LinkedIn has become a valuable platform. LinkedIn boasts more than 1 billion users, including industry decision-makers, and sees 200 million daily posts. Now is the time to establish a strong presence and stand out. Consistency is key to keeping your brand visible. A strong post structure includes:
A compelling hook
Valuable insights/education
A clear call to action
Enhancing engagement through links, hashtags, and tagging can significantly increase visibility.
New product launches, strategic partnerships, continued education, and industry collaborations all serve as “newsworthy” content opportunities. Additionally, insights from company leadership on industry trends and current events resonate with audiences, reinforcing brand credibility. Stakeholders expect leadership to be informed and engaged. An active presence on social media is admirable and attractive to social network users.
Knowing Where to Start
The industrial marketing sector is progressing rapidly, driven by the accelerating influence of AI, a retiring workforce, and the challenge of building a memorable brand. IMS 2025 highlighted major pain points facing industrial marketers, but one thing remains clear—your company’s story matters. Audiences want to see your products in action and hear your unique perspective. While these changes are unfolding quickly, they present exciting opportunities for growth and innovation.
Navigating strategic communications and public relations can be complex, but you don’t have to do it alone.
LANC is here to help you build awareness, strengthen your presence, and stay top of mind in your market.
As an agency partner with in-house energy, your brand’s interests are our interests. Schedule a free consultation and discover how we can help make 2025 your most impactful year yet.