Industrial B2B marketing agency Australia, across our industrial clients.
Australian industrial B2B marketing specialist agency. drilling, engineering services, trades and construction, fabricated products, manufacturing, and recruitment-services-to-industry. Industrial B2B is a services-led shape: capability statements, panel-pursuit, LinkedIn-native cadence, procurement-cycle-aware websites. The Perth pod is a complete operating unit for industrial.
The Australian Industrial B2B Marketing Playbook
How buyers procure, capability statements that win tier-1 panels, and attribution for long sales cycles. Free PDF for industrial and trades firms.
Gorilla Glue
Rose-Hip Vital
Seven sub-verticals, all serviced from one Australian team.
Industrial B2B is not one discipline, it's seven, each with its own buyer (procurement, mine-site GM, project engineer, HSE), its own cycle (panel pre-qual, contract renewal, expansion capex), its own marketing shape.
Mining-services contractors
Tier-1 panel-pursuit, capability statement design, project case studies, BHP / Rio / FMG / Newmont procurement-cycle-aware content, FIFO recruitment marketing as a separate B2C-shaped programme. PYBAR Mining Services: tier-1 panel-pursuit engagement.
Exploration and production drilling
RC, diamond, water-bore, geotech, foundation. Specifications-led capability content, rig-fleet positioning, safety-record evidence, project case studies. JSW Australia: capability-led drilling engagement.
Engineering consultancies and product manufacturers
Civil, mechanical, structural, electrical. Plus engineering-products manufacturers (parts, components, fabricated assemblies). Technical SEO, products-data ecom for parts, capability evidence for services. Berg Engineering: engineering-products B2B engagement.
Civil and trade contractors
Civil contractors, paving, structural, formwork, fabrication. Tender-pursuit content, project case studies, certification evidence.
Mid-market AU manufacturers
Fabricated products, industrial coatings, technical specialties. Capability content, B2B wholesale portals, technical-SEO product catalogues, multi-brand portfolio retainers.
FIFO recruitment, occ-health, industrial laundry, freight
B2B-shaped programmes for service providers to industrial. FIFO recruitment marketing (B2C-shaped audience, B2B-buyer client), industrial occupational health, freight and logistics. FIFO recruitment marketing →
What "industrial B2B specialist" actually buys you.
Procurement-cycle aware
Industrial B2B buyers don't impulse-buy. They sit on panels, prepare three-yearly pre-qual submissions, evaluate against fixed scoring matrices. We design the marketing programme around panel pre-qual cycles, contract-renewal windows, and expansion-capex announcements, not around quarterly demand-gen targets.
Capability-led, not campaign-led
The single most-used asset in industrial B2B is the capability statement, the 8-to-24-page document that gets attached to procurement portals and emailed to evaluators. We treat the capability statement as the central artefact and design website, LinkedIn cadence, and case studies around it. Capability statement design →
LinkedIn-native B2B cadence
For industrial B2B, LinkedIn out-performs Meta on every metric that matters: buyer reach, content-engagement quality, and direct-message reply rates. We run LinkedIn as the primary B2B paid-and-organic channel for industrial, with a measurable cadence (typically 2-3 posts per week per executive voice).
Perth pod is its own operating unit
The Perth pod handles all WA-based industrial work end-to-end, strategy, content, paid media, capability design, website. They know the WA mining-services landscape, the BHP / Rio / FMG / Newmont procurement portals, and the FIFO recruitment market. Perth office →
What the industrial book actually looks like.
PYBAR Mining Services
4.3 years on retainer. Tier-1 underground hard-rock mining contractor. Capability content, panel-pursuit, LinkedIn cadence, project case studies.
Berg Engineering
22 months on retainer. Engineering-parts B2B ecommerce + capability content. Technical SEO, products data, wholesale-portal architecture.
JSW Australia
23 months on retainer. Zero-ad-spend, capability-led drilling contractor. Specifications-led content, rig-fleet positioning, safety-record evidence.
How Australian industrial B2B firms typically engage us.
Capability + LinkedIn + tender-pursuit
Capability statement design, project case studies, LinkedIn cadence, panel-pursuit content. Paid media is a small line. Services-led, multi-year tenure typical. Typical: capped monthly retainer services.
Parts ecom + technical SEO
B2B parts catalogue ecommerce on WooCommerce, technical SEO, capability content, B2B wholesale-portal access. Typical: capped monthly retainer services + media on a small Google Ads programme.
Multi-brand industrial portfolio
Multiple brand identities under one portfolio, shared paid-media + creative + reporting infrastructure. Account-team servicing across all brands. Typical: capped monthly retainer services + transparent media at cost.
Questions Australian industrial firms ask first.
Do you actually understand mining-services procurement panels?
Yes. We've worked across BHP, Rio Tinto, FMG, and Newmont procurement portals via PYBAR and other tier-2 contractors. We know the pre-qual evaluation matrix structure, the typical 3-year refresh cycle, the safety-record and capability-evidence requirements, and the gap between "we have the capability" and "we have packaged the evidence in the form they're scoring against."
Why do industrial B2B clients run smaller paid-media budgets?
Industrial B2B buyers don't search-and-buy. They evaluate on multi-month / multi-year cycles. Paid media for industrial is brand-defence + capability-content distribution, not lead-volume. The bulk of the budget goes into capability artefacts, content production, and direct-procurement-portal work, and that's where the actual ROI lives.
Can you do FIFO recruitment marketing as well as B2B marketing?
Yes, and the two run as separate programmes. FIFO recruitment is a B2C-shaped audience (workers searching for swings) with a B2B buyer (the contractor's HR / talent function). We design the recruitment marketing programme around the swing-cycle calendar, with separate creative, separate paid accounts, separate reporting. FIFO recruitment marketing →
Is the Perth pod actually based in Perth?
Yes. WA-based, WA-resourced, working WA timezone. Most of our industrial book is WA-based, and we've built the Perth pod as a complete operating unit (strategy, content, paid media, capability design, website). The Melbourne and Sydney teams cover east-coast industrial work and provide overflow capacity. Perth office →
What does a capability statement engagement look like?
8-24 pages depending on company size and complexity. Brand-aligned design, project case studies, certifications, safety evidence, organisational chart, key personnel CVs, panel-listing summary. Print-ready PDF for procurement portals plus a web version. Typical project: 4-6 weeks, 18K depending on scope. Capability statement design →
Australian industrial business?
Thirty-minute call. We'll look at your capability statement, your panel-pursuit cycle, your LinkedIn cadence, and your website. We'll tell you what we'd do differently, without commitment.