Let's be brutally honest: if we stripped the logo off your tech or engineering website, would your buyers have any idea who you are? Or are you indistinguishable from your competitors?
Pragmatic tech leaders and engineers love to believe that simply listing capabilities like "NDT inspection" or "pressure testing" makes them special. It doesn't.
In this episode of Digital Marketing From The Coalface, Dave and Julie rip into the boring, copy-paste marketing plaguing the B2B sector.
Learn why you need to stop hiding behind your spec sheets and start "derisking" the sale for your buyers by stealing a brilliant psychological safety trick straight from the Lexus playbook.
But the controversy doesn't stop at your homepage. We take aim at the search giant itself, asking the million-dollar question: Is Google Ads spending your marketing budget "like a drunken sailor"? Dave shares a rage-inducing reality check about how Google plays "fast and loose" with your cash, charging for completely irrelevant clicks like "Philippines web design" when you're trying to target UK industrial buyers.
If you are tired of blending in and sick of digital ad waste, tune in to fix the leaks and finally give your B2B brand a spine.
