Industries / Manufacturing & industrials

Industrial buying decisions aren't made on the factory floor alone.

An industrial purchase can begin with an engineering requirement and end with a board-level investment decision.

Between those two points sit operations, procurement, finance, technical evaluators and business leadership.

Dot helps organisations selling into industrial markets identify and reach the people involved.

The challenge

One organisation. Several reasons to buy.

The engineering director wants the right technical specification.

Operations wants reliability.

Finance needs to justify the investment.

Procurement needs to establish value and manage supplier risk.

Each has a different role in the same commercial decision.

Dot builds audience architecture around these roles, so companies selling industrial products and services can develop more relevant communications.

Who matters?

Engineering: Engineering directors, plant engineers, technical specialists and production engineers.
Operations: COOs, operations directors, plant managers and manufacturing leadership.
Procurement: Strategic sourcing executives, procurement directors and category managers.
Finance: CFOs, investment committees and capital-expenditure decision-makers.
Technology: Automation specialists, industrial IT leadership and digital transformation teams.

Applications

Capital equipment and automation: Build awareness among organisations evaluating major industrial investments.
Industrial technology: Connect technical capabilities with operational and commercial buying roles.
Supplier development: Reach manufacturers and industrial groups that match a defined customer profile.
Channel and distributor engagement: Support specialist resellers, distributors and commercial partners with targeted product education.
Industry event amplification: Extend the reach of technical demonstrations, trade exhibitions and specialist content into relevant buying organisations.

Relevant work

Related experience: executive targeting for enterprise connectivity

Technology & Telecoms

25,000

South African business directors targeted (approximately)

Objective: Create awareness of new mobile-broadband solutions among business decision-makers.
Audience: Just under 25,000 South African business directors.
Activity: An online campaign shown to the executive audience.
Result: Average frequency above nine views; the case reports 70% of those who saw the ad engaging with it.
Timeframe: Not stated in the published case
Measured by: Media frequency and engagement reporting.

Related experience: enterprise technical buying committees

Technology & Telecoms

76,039

people across two target audiences in four African countries

Objective: Retain and upsell enterprise clients in Ghana, Kenya, South Africa and Nigeria.
Audience: DevOps and IT leadership at enterprise and mid-market companies on a supplied list.
Activity: Two audiences built and shown market-specific messaging.
Result: The case reports twice the planned delivery and targeting value.
Timeframe: Not stated in the published case
Measured by: Media delivery against plan.

Neither case establishes a manufacturing-specific campaign result. They are relevant precedents for technical and enterprise buying audiences.

Historical campaign results. They show capability and context, not forecasts.

Let’s work out who influences their decisions.