Manufacturing marketing agency for Australian manufacturers
PIER is a manufacturing marketing agency that helps Australian manufacturers win distributors, specifiers and direct accounts. We turn technical capability into positioning, websites, sales material and campaigns that a whole buying group can follow. Clients include Bata Industrials, Dimac and Lotus Doors. Every engagement starts with strategy, and our team delivers it.
Manufacturing marketing we deliver
Positioning that matches your capability
Many manufacturers have a reputation in the trade that their marketing doesn't reflect. For Dimac, a CNC workholding specialist with more than three decades in the market, we ran a marketing audit, sharpened the positioning and rebuilt the tone of voice, brand assets and sales materials.
Product launches through your channel
Distributors need a reason to stock a product before end users see it. For the Bata Industrials Avenger work boot, we ran distributor eDMs and a national trade show presence ahead of the consumer launch. Within the first month, 35 distributors ordered stock.
Websites built for specifiers
Technical buyers visit your website to check the detail. For Lotus Doors, we interviewed BIM managers and ran stakeholder workshops before designing a site for architects, specifiers, builders and facility managers.
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How we approach industrial marketing
Industrial purchases involve engineers, procurement, operations and finance. Our manufacturing marketing work maps who is in that group and what each person needs before anything is designed or written.
Segment the buying group
We segment your audience by industry, job role and purchase behaviour, as we did for Dimac, so each message reaches the person it was written for.
Equip sales and distributors
Brochures, product sheets, eDMs and trade show material give your sales team and distributors something accurate to put in front of customers.
Make the website do the selling
We build websites that answer specifiers' questions and are structured for search engines and AI search. After the Avenger launch, Bata Industrials' website sessions rose 48 per cent in the first three months. See how this fits our wider B2B marketing approach.
Frequently asked questions
Find answers to the top questions we hear most often.
A manufacturing marketing agency helps manufacturers reach and persuade the people who specify, buy and distribute their products. The work covers positioning, websites, product launches, trade show material, sales collateral, digital advertising and account-based marketing, written accurately enough for engineers and procurement teams.
Manufacturing sales usually run through distributors, specifiers and buying groups, and the products are technical. A generalist agency can make a brand look better without making the case any clearer. We start with how your customers buy, then build the marketing around that process.
Start with a strategy that defines which markets and accounts matter, who is in the buying group and what each person needs to see. Then build the assets in order: positioning, website, sales material, then campaigns. Measure the result in enquiries and orders.
Yes. For the Bata Industrials Avenger launch, we ran a distributor eDM programme and a national trade show presence before the consumer campaign. Within the first month, 35 distributors ordered stock.
We learn them before we write about them. Our work starts with discovery sessions with your engineers and sales team, and with your customers where possible. For Lotus Doors, we interviewed BIM managers to find out what they needed from the website.
Sales material and campaigns can produce enquiries within weeks. Positioning and search visibility take longer: in our experience, three to six months before meaningful movement in search. We agree what to measure at the start and report against it.