Industry overview
What is shaping industrial robots & automation
Industrial automation and robotics are moving from large plants to mid-sized manufacturers. Adoption depends on clear payback, integrator support and confidence in the technology.
- Plant heads need a clear business case before investing
- System integrators are central to successful adoption
- Skills gaps slow down deployment
Client background
A robotic automation company, working in United States & Canada. Client identity is withheld to protect confidentiality.
- Organisation
- A robotic automation company
- Sector
- Industrial robots & automation
- Team engaged
- Digital Marketing
- Services
- B2B digital marketing, Video marketing, Lead generation
Client challenge
Plant heads found it hard to imagine how robots would work in their factories, and most enquiries came from students and job seekers rather than buyers.
Research objectives
- Deliver on the brief: generating qualified enquiries for robotic automation cells.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Website, video library and campaigns.
Audiences we typically reach in industrial robots & automation
Plant heads and ownersProduction engineersSystem integratorsAutomation distributorsMaintenance teams
Geographic coverage
Coverage: United States & Canada. Markets: United States and Canada.
- United States
- Canada
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Application videos
- 3LinkedIn and search campaigns
- 4Enquiry qualification
- 5Insight
We produced short videos of real automation cells in welding, palletising and machine tending, with plant managers describing results. LinkedIn campaigns targeted manufacturing roles, and enquiry forms asked about application, volumes and timelines. Plant managers featured in the videos explained both benefits and challenges, which made the content more credible than polished promotional material.
B2B digital marketingVideo marketingLead generation
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Enquiries from manufacturers increased, and sales calls started with clearer requirements.
- Videos became a key tool for salespeople in early conversations.
Seeing a robot working in a similar factory made automation tangible.
Recommendations
- Build on the core insight: seeing a robot working in a similar factory made automation tangible.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Marketing also built a library of short application clips that salespeople could send on WhatsApp after first meetings.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how large is the addressable market?
Client identity is withheld to protect confidentiality.