How Proterial Cable America increased non-branded clicks by 147%
Go-to-revenue (GTR)
The Digital Marketing Operating System That Drives Impactful Results for Industrial and Manufacturing Brands
Stop trying to follow go-to-market strategies built for SaaS and learn the digital marketing framework exclusively FOR industrial and manufacturing brands.
The State of Industrial and Manufacturing Digital Marketing in 2025
Digital marketing for industrial and manufacturing brands has reached an inflection point.
There is more noise, more competition, more decision-makers, more vetting, more touchpoints, more more more more more…
Yet, budgets are tighter. On average, industrial brands spend half of what other sectors spend on digital marketing (as a percentage of revenue).
This digital lag is a crisis. However, it is also an opportunity. Market leadership is still up for grabs, and the investment to lead is a FRACTION of the cost to catch up.
Disruption is coming. The deck is about to be reshuffled, and the arms race for digital marketing dominance within industrial and manufacturing sectors has begun.
Are you a leader? Or a follower?
What is GTR?
A Strategy and a System That Transforms Marketing Teams from Cost Centers to Revenue Drivers
GTR (Go-To-Revenue) isn’t built on fantasy marketing, unrealistic budgets, or best-case scenarios. It starts with a strategy crafted specifically for industrial and manufacturing success, then delivers a practical system that bridges the gap between your current marketing efforts and complete execution, one step at a time. This approach ensures your marketing efforts are not only strategic but also fully integrated and actionable, delivering measurable results.
Do I Need GTR?
If any of the following pain points strike a nerve with you, then your organization needs GTR:
Confidence Pain
Marketing is treated like an expense rather than a grow-driver
Your organization over-relies on heroic sales efforts
Marketing doesn’t have a seat at the decision-making table
Brand Pain
Your brand feels like the “best-kept secret” in your market
Your products don’t differentiate your unique value
Your customers love you, but cannot quantify why
Visibility Pain
Your sales team feels like the last to enter a sales cycle
Your brand is not being seen by the right audience
Your company lacks a clear priority on service/product lines
Measurement Pain
Sales doesn’t value marketing’s contribution
Success metrics are murky
Revenue cannot be reliably forecasted
Why GTR Exists
The 6 Truths of GTR
Stripped to its essentials, GTR exists to confront 6 hard marketing truths facing industrial and manufacturing brands and deploys 6 corresponding marketing playbooks to counter them:
Important Decisions Are Made by Committees
The Reality: The lone decision-maker is extinct. Marketing needs to be multithreaded to impact hidden buyers.
Enterprise B2B buying groups now consist of 5-11 stakeholders representing upwards of 5 distinct business functions. Your marketing must address multiple perspectives, pain points, and priorities simultaneously.
The Playbook: Demand Generation
No One Under 50 Has Used a Rolodex (and Most People Over 50 Haven’t Used One Either)
The Reality: Digital research dominates buyer journeys. Whether they like it or not.
With B2B buyers initiating first vendor contact 83% of the time, your customers are researching you and your competitors online and constantly evaluating their options, regardless of historical relationships.
The Playbook: Demand Capture
You Must Make Sales a Believer
The Reality: If sales doesn’t value marketing, you are just doing arts and crafts.
When B2B buyers engage in approximately 27 interactions before making a purchase decision, your marketing work cannot stop at lead generation. Sales and marketing must function as a unified revenue team.
The Playbook: Sales Acceleration
Brand Credibility Creativity
The Reality: Your prospects aren’t looking for clever brands – they’re looking for low-risk brands.
In a world where 70% of buyers agree that the risk of making a poor decision has increased as solutions become more complex, your credibility is your most valuable marketing asset. While 87% of decision-makers say branding influences purchasing decisions, that brand must convey expertise, not just aesthetics.
The Playbook: Performance Branding
Buyer & Product Knowledge is Non-Negotiable
The Reality: Industrial and manufacturing B2B buyers are a tough crowd.
Marketing executed with only a superficial understanding can either attract the wrong audience or act as a counter-signal to potential buyers, strengthening pre-existing resistances, degrading credibility, and ultimately lowering your standing against competitors.
The Playbook: Marketing Intelligence
No One Cares About Marketing (Except Other Marketers)
The Reality: Executives don’t care about impressions – they care about impact.
C-levels don’t want to hear about impressions, engagement rates, or brand awareness. They want to hear about business outcomes. That’s why companies with mature acquisition strategies see 36% revenue growth compared to just 17% for those with low maturity approaches.
The Playbook: Data & MarTech
The GTR Strategy
6 Digital Marketing Playbooks to Transform Market Presence into Market Dominance
PLAYBOOK Demand Generation PLAYBOOK Demand Capture PLAYBOOK Sales Acceleration PLAYBOOK Performance Branding PLAYBOOK Marketing Intelligence PLAYBOOK Data & Martech
PLAYBOOK Demand Generation PLAYBOOK Demand Capture PLAYBOOK Sales Acceleration PLAYBOOK Performance Branding PLAYBOOK Marketing Intelligence PLAYBOOK Data & Martech
Demand Generation
Potential Tactics:
Take your total addressable market beyond brand awareness. Create an informed and activated buying group that is fluent in your brand, understands why you are different, and why you are the perfect fit.
Demand Capture
Potential Tactics:
- SEO
- Search ads
- Directory website optimization
- AI research optimization
- Upper-funnel content
- Intent-based ABM campaigns
Whether it is search, industry publications, AI, or even directory websites, ensure your brand is the most visible wherever prospective customers might look for you (and see the competition too).
Sales Acceleration
Potential Tactics:
Long sales cycles create the ultimate opportunity to elevate your brand among your prospects. Increase your pipeline velocity and revenue while ensuring your brand always stays top-of-mind.
Performance Branding
Potential Tactics:
- Website redesigns
- Conversion-rate optimization
- Brand identity building
- Lower-funnel content creation
- Credibility content
- Paid brand campaigns
Ensure your website outperforms the competition at converting visitors into prospects, and that your brand conveys maximum credibility to all buyers at all sales pipeline stages.
Marketing Intelligence
Potential Tactics:
Without a sound understanding of the competitive landscape, your ideal buyers and their tendencies, and the objectives, you are throwing darts…blindfolded…in the dark…on a rotating platform. You get the idea.
Data & Martech
Potential Tactics:
- CRM deployment and integration
- Data layer setup and monitoring
- Funnel tracking and signalling
- Dashboarding
In this day and age, no CFO will sign off on marketing budgets without the ability to evaluate them later. Data confidence isn’t a nice-to-have; it’s a must.
Unlock Industrial Growth: Your Digital Framework.
The GTR System
Wherever Your Marketing Stands Today, the GTR System Guides Tomorrow
The GTR system helps you identify where you are in your marketing evolution today and what you need to do next to reach the full-stack execution of the GTR strategy.
The GTR System is
A Roadmap…
Marketing isn’t about doing everything right – it’s doing the right things. All marketing tactics work, but not all deliver the same ROI. The GTR System answers just one question: what’s your next highest-leverage move?
That Builds Trust…
The industrial sector is miles behind on digital marketing adoption, and it’s not because they don’t get it—it’s because nobody’s shown them how to win. You don’t need strategy decks, you need evidence.
And Grow’s Budgets
Marketing leaders who can’t talk revenue remain stuck with modest budgets. It’s simple math: CFOs fund initiatives that clearly connect to top-line growth. Drop the marketing jargon and speak the universal language of business—revenue—or prepare to fight for scraps.
Unlock Industrial Growth Download Your Free GTR Whitepaper
