Industrial marketing for mechanical engineering and manufacturing companies
So you’re on the table before your customer decides on the investment.
Your orders come from repeat customers, referrals, and for some of you, from trade shows. LILOX builds your marketing for lead generation alongside that, one that creates occasions all year round in mechanical engineering, without you creating a new position for it. Digital sales is the target picture, and predictable inquiries are the path there.
These companies come from manufacturing, trade, software, and IT services. What they have in common is an offering that needs explaining and a sales process that has so far depended on a small number of people and personal relationships.
Positioning and website: rank 1 on Google, cited in the AI Overview.Case Study
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A complete digital sales operation for an IoT startup: 17 meetings via the website.Case Study
Website relaunch for a Bern heritage company, live in four months.Case Study
Lead generation in a niche market: eleven meetings from the researched audience.Case Study
Brand strategy and project lead of the relaunch for an SAP Gold Partner.Case Study
A digital sales channel for the DACH market, running for seventeen months.Case Study
A first Austrian website of its own, at rank 2 on Google two weeks later.Case Study
Website relaunch and a sharper brand for a Swiss IT service provider.Case Study
Opening up the US market: 407 new contacts at MedTech corporations.Case Study
Lead generation for two brands: 29.7 percent acceptance on LinkedIn.Case Study02 / Your starting point
How many inquiries do you get outside trade show season?
That carries you as long as things stay calm. Once a major customer drops off or a trade show year comes in weak, the second source is missing. You’ve long wanted to go digital, but without losing the personal touch that has kept your customers for years.
Orders come from existing customers and the network.
Trade shows, repeat customers, and referrals stay, and they stop being the only ones.
The trade show brings a lot, but it’s one date a year.
Website, LinkedIn, and email create occasions every month that lead to the same page.
Nobody in-house does marketing full time.
LILOX handles delivery; the technical approval stays with you.
Digital, yes, but the personal connection has to stay.
Reach runs through your personal profiles, so the connection stays personal.
The younger management wants to go a different way than before.
The build covers positioning, website, AI visibility, LinkedIn, email, and ads, and follows a fixed five-phase process in which you sign off on every phase.
03 / Your marketing challenges
What makes lead generation so difficult in mechanical engineering?
Few deals with high sums, long paths to signature, and several roles deciding together collide. Each point on its own would be solvable. Together, they mean a missed order costs a whole year.
At your order sizes, what counts isn’t the number of contacts, but whether the right ten companies know you when they invest.
An investment in machinery or equipment gets decided through budget rounds, plant visits, and internal alignment. Show up too late, and you’re left out.
Management, marketing, sales, and IT sit at the same table. Some want numbers, others want compatibility with existing systems.
Anyone who has built their own contacts for years tunes out lists from marketing first. That changes with a demonstrable reason attached to every meeting.
Often management handles marketing on the side, or one person covers trade shows, catalogs, website, and sales support at once.
04 / Who knows your processes
Does a marketing agency understand the processes of a manufacturing company?
Christoph has sold machinery, calculated projects, and led a company through a turnaround. As a structural engineer on large construction sites, he was responsible for making sure timelines, costs, and engineering aligned. He knows the moment an offer fails on price, and the moment it fails on a missing explanation.
For you, that means you don’t have to explain manufacturing depth or costing. You talk about your offering, and someone who knows your processes from the inside is at the table.
“I know how these companies run on the inside.”
05 / Your target picture
What does predictable lead generation look like in mechanical engineering?
Trade shows, repeat customers, and referrals stay, and they stop being the only ones. Next to them stands a channel that creates reasons to talk every month, stays personal, and gives you a number you can present to management.
Occasions even in the eleven months without a trade show.
Contacts cluster around a few dates a year, then it goes quiet.
Website, LinkedIn, and email create occasions every month that lead to the same page.
A steady flow instead of single spikes.
Contacts your field sales team takes seriously.
Lists from marketing land untouched in the field sales team’s filing tray.
Outreach happens only with a demonstrable reason, visibly documented in your CRM.
Meetings that sales actually works.
A number for the next budget round.
Nobody can say which action triggered which order.
Every inquiry gets a source, every month a two-page report.
A target value you can measure us by.
06 / Process in five phases
How long does the build take at a manufacturing company?
The process is the same for every project; the content is tailored to capital goods and long decision paths. After week one, you know what success is measured on, and you sign off on each phase before the next begins.
Target customer profile, metrics, and the baseline value of your inquiries. Plus the roles that decide together at your customers.
Site structure, copy register, and timeline. Changes are cheap here and expensive once building starts.
Your website is built as the core module, with answers for management, sales, and IT, and a next step on every page.
Your profiles become reach with technical decision-makers, outreach happens only with a demonstrable reason. CRM connection included.
Inquiries, sources, and visibility on two pages, plus documentation and a briefing for your team.
07 / Proven results
What results has LILOX achieved with manufacturing companies?
One approved result from working with a manufacturing hardware company. Outreach happened only where there was a traceable reason. The numbers come from ongoing measurement.
Within five months, a pipeline of €480,000 emerged, every position with a traceable source. Sales could assign every contact to a concrete reason.
Every position with a documented source.
The conversations came through personal profiles in the company. Outreach happened only with a demonstrable reason, which is why field sales accepted the meetings too.
Generated from demonstrable reasons.
08 / Fitting services for mechanical engineering
What services does a mechanical engineering company need for predictable inquiries?
At your order sizes, a single person rarely decides alone. That’s why it matters that your offering is explained the same way everywhere, and every contact leads to the same next step.
For mechanical engineering and manufacturing
Your website explains machinery, equipment, and manufacturing depth so that management, sales, and IT each find their answer. It shows references, metrics, and the next step on every page, and it’s built so search engines and answer systems can read and cite it.
Technical decision-makers read along there, even when they rarely post themselves. Reach runs through your personal profiles, so the connection stays personal. Outreach happens only where there’s a demonstrable reason, such as an investment or a new role at the target company.
Procurement and engineering research in ChatGPT, Perplexity, and Google AI first today. Twelve fixed queries show you monthly whether you show up in these answers.
One issue a month from your own content. It keeps the connection alive over the long months until the investment decision, and every send is approved by you beforehand.
Paid reach on Google and in ChatGPT, started only once your measurement chain runs cleanly. That way, your field sales team sees where a meeting came from.
09 / Advantages with LILOX
Why does LILOX fit a manufacturing company in mechanical engineering?
One of the two founders has run a manufacturing company himself. You don’t have to explain manufacturing depth, costing, and investment decisions before the work begins.
He has sold machinery, calculated projects, and worked as a structural engineer on large construction sites.
Marketing and engineering accompany you from the first conversation into ongoing operations.
Documentation, copy register, and a briefing for your team are part of the engagement.
Your pages are designed for inquiries, for search engines, and for answer systems at the same time.
Your site is designed and built, not assembled from a template.
In week one, you define which number counts in the end and what you measure us by.
Billed on a scope defined in advance, ongoing operations cancellable monthly.
Two pages every month with inquiries, sources, and visibility for your management.
10 / Pricing and risk
What does industrial marketing cost for a manufacturing company?
Billed at a fixed price on a scope defined in advance, and you sign off after each phase. For comparison, an in-house sales hire costs €60,000 to €80,000 a year, plus onboarding, management, and tools.
30 minutes, twelve real queries, and a comparison against two competitors you name. You get the findings as a document and three prioritized actions.
A detailed analysis of your starting point with a target customer profile, competitive comparison, and a roadmap you could implement even without us.
Structure, copy, technology, and the conversion path through to the meeting. Depending on scope, always at a fixed price. Copy register and documentation are yours afterward.
Campaigns, content, AI visibility monitoring, and your monthly report. Cancellable at any time, because the system is yours anyway.
11 / Who we are
Who at LILOX works on our project?
LILOX is owner-led and deliberately works with only a few companies at a time. Your point of contact stays the same from the first analysis through ongoing operations.
Head of Marketing between traditional Mittelstand, startup, and scale-up. Nadine has sat on both sides: as a client who had to justify agency budgets, and as the person responsible for delivering pipeline by the end of the quarter.
For you, she leads positioning, website, and campaigns, and stays your point of contact through ongoing operations.
“Marketing is measured on pipeline today.”
Christoph has sold machinery, calculated projects, and led a company through a turnaround. He knows the moment an offer fails on price, and the moment it fails on a missing explanation.
For you, he translates between engineering and market. That way, the project understands your product from the first conversation.
“I know how these companies run on the inside.”
From experience
An offering that needs explaining loses the moment it gets simplified. Anyone who doesn’t understand your technology cuts exactly the sentences that win the deal.
Weeks to months pass between first sight and inquiry. A single campaign fades; a lasting presence doesn’t.
Management, marketing, sales, and IT sit at the same table and ask different questions. Your site has to answer all four.
At your order sizes, what counts isn’t the number of contacts, but whether the right ten companies know you when they invest.
12 / Customer voices
What do customers say about working with LILOX?
Seven approved voices from ongoing and completed engagements. More will follow as approval comes in.
My previous agency didn’t come close to engaging with my company as deeply as Nadine and her team do.
Mulundo SichoneFounder, PydroAdvice between equals, no fluff, always focused.
Prof. (FH) Dr. Uwe HeilEntrepreneur, Dr. Heil KG Consulting & Coaching for ExecutivesA clear recommendation if you’re building B2B new-customer acquisition for the first time.
ManfredHead of Sales, Cloud ERPNadine and her team were a stroke of luck for us. They helped us position our brand and product portfolio without forcing us to completely rethink our original vision or resources — they polished our rough diamond, so to speak. Thanks to a lead-generation strategy that actually fit our budget, we've been able to market our business model to exactly the right audience. A clear recommendation for SMEs like us.
Sabrina WinischhoferCo-Founder, Vienna Etiquette SocietyFor my company, AnimatedReal GmbH, I was looking for a modern, contemporary, and engaging website. Nadine took the time to really understand what I wanted. I'm extremely happy with the result — the new site hits exactly the tone and look I had in mind. What I valued most was Nadine's reliability, her openness to feedback, and her ability to perfectly balance design and functionality. I can wholeheartedly recommend Nadine and the Lilox team!
Fabian OlbrechtManaging Director, AnimatedRealAs a complete newcomer to marketing (especially LinkedIn/Google Ads), working with Nadine Fraiss and Lilox has been not only highly professional but also incredibly personable and empathetic. I'd wager Nadine can help marketing pros just as well — marketing beginners are certainly in extremely good hands. 100% recommended!
Alex SchubertManaging Director, netwiss OGA top-notch execution. So glad I got to know Nadine. Very professional and friendly!
Svetlana GradwohlManaging Director, Gradwohl Creations13 / Frequently asked questions
What do mechanical engineering companies ask most often before working together?
Send us a line. You’ll get an answer from one of the two founders, not from an inbox.
Ask a questionLILOX specializes in B2B marketing for technical B2B companies in Austria, Switzerland, and Germany, including mechanical engineering, plant construction, and manufacturing. The build covers positioning, website, AI visibility, LinkedIn, email, and ads, and follows a fixed five-phase process in which you sign off on every phase.
The website as the core module runs between €10,000 and €30,000 depending on scope. Ongoing operations run on a monthly flat fee that reflects the scope of service you want and is cancellable at any time. An engagement is possible from €2,900 a month. Billed at a fixed price on a scope defined in advance. Funding is available for SMEs in Austria.
The trade show stays part of the mix, it just stops being left on its own. Your website, LinkedIn, and email create reasons to talk all year round, and outreach happens with a demonstrable reason like an announced investment or a new role at the target company. That spreads the flow across twelve months.
Through personal profiles in the company rather than anonymous ads. Technical decision-makers read along even when they rarely post themselves. At a manufacturing hardware company, this approach produced 14 meetings with CIOs and IT leads, all from demonstrable reasons.
Investment decisions run through budget rounds, plant visits, and internal alignment and often stretch over months. That’s why the goal is lasting presence instead of a single campaign. The foundation is in place in three to six weeks, channels run from week seven.
Yes, the usual case is manufacturing companies without dedicated marketing staff. LILOX handles delivery; the technical approval stays with you. Effort is highest in phases one and two, then drops to a few hours a month.
The four roles at the table ask different questions. Management wants numbers, sales wants solid reasons, IT wants compatibility with existing systems, and marketing wants a justification for the budget. Your website and materials answer all four on separate paths.
Christoph Fraiss was managing director of a manufacturing company and worked as a structural engineer on large construction sites. He knows costing, production, and investment decisions from the inside. You don’t have to explain your processes before the work begins.
The next step
In the visibility check, we test whether and how your company shows up in ChatGPT, Perplexity, and Google AI, and compare the result against two competitors you name. You get your findings as a document and we go through them together.
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