Machinery & equipment · See it as a plant buyer does
Six months of research. Your machine never made the shortlist.
Your machines run for decades and your service engineers know every installed unit. But a plant manager replacing a line compares options for months, and the spec sheets they find belong to a competitor or to your own dealer. This playbook shows where those buyers go, and how to stay on the list.
The short versionMachinery manufacturers lose orders because buyers compare capacity, footprint, integration and service cover online for months, and the fullest pages often belong to a competitor or a dealer; cost is never framed; and demo requests stall after the quote. Model pages you own, honest cost framing and follow-up built for long cycles fix this.
1Larger competitorProcess chillersNamed first · cited
2Dealer listing your modelProcess chillersNamed · cited
–Your companyProcess chillersNot mentioned
Why these three“Larger competitor lists capacity, footprint and service cover per model, and offers a sizing call…”
Leak 1Spec sheet on requestCapacity and footprint only in a sales PDF.
Leak 2No cost framingNo price range, lead time or installation costs.
Leak 3Demo request stallsRequest answered, then no follow-up for months.
Start here
Tick anything that sounds like your week.
Eight things machinery manufacturers commonly describe. Select the ones that apply and we'll show what usually causes them, in the order we'd tackle it. Nothing is submitted.
Tick what applies3 of 8 selected
Why a good machine still loses the order
Buyers don't wait for your rep. They shortlist months before.
A plant manager replacing a machine starts months before any budget is signed. They search the application, ask an assistant to compare options, read spec sheets, watch machines running and check who can service it locally. Your dealers' pages often sit beside yours with the same model. By the time a rep is called the shortlist is two or three names, and the clearest specs, cost framing and demo response usually lead.
01
The shortlist you're left off
Chiller for injection moulding machines
1Larger competitorNamed first · spec pages
2Your dealerNamed · your model, resold
–Your companyNot named · PDF specsNo model pages
Why don't AI assistants recommend our machines?
Machinery buyers compare capacity, footprint, power, integration and service cover long before calling anyone, and increasingly ask an assistant to do the comparing. If those details live in a sales PDF and your dealers publish fuller pages than you do, the answer names a competitor or your own dealer, and you lose control of how the machine is described.
02
The price question you avoid
process chiller price moulding plant
Your page“Price on request.”Tab closed
Answered pageConfiguration range · options that add cost · installation · financeQuoted by AI
Should machinery manufacturers publish price ranges?
Nobody expects a fixed price for configured capital equipment, but buyers need to know whether you're in range before they spend weeks on a quote. A page explaining the configuration range, which options add cost, installation, training, spares and finance options lets the right buyers self-qualify, and is what assistants quote.
03
The demo request that drifted
Can we see this running on our product before our summer shutdown?Web form · Fri 5:20 pm
Thanks, a sales engineer will be in touch.Wed · 9:15 am
We've booked a trial with another supplier.Wed · 9:40 am
Why do machinery enquiries stall after the quote?
A demo or trial request is the most valuable enquiry a machinery company gets, and it often waits days for the right engineer. Then the quote goes out and nobody follows up while the buyer waits for budget. Same-day routing and a follow-up sequence built for a months-long cycle stop most of these going quiet.
What we'd do about it
Five moves, in the order that pays.
Fix the leaks first, then grow. Scaling a funnel that loses enquiries just spends more to lose more.
Move
W1W2W3W4W5W6W7W8W9W10W11W12M3+
01Own your model pagesOne page per model with capacity, footprint, power, options, footage and service cover as readable text, plus spec sheet downloads. Dealers link to it rather than replacing it.SEO Services
Weeks 1–4
02Route demo and quote requestsDemo, trial and quote requests go into the CRM by machine type and region, acknowledged instantly with a named owner. Field sales and the relevant dealer see it the same day.Marketing Automation
Weeks 2–5
03Frame cost honestlyConfiguration ranges, options that add cost, installation, training, spares and finance per machine family. No promised savings, just the answers a buyer needs for sign-off.Content Marketing
Weeks 3–7
04Nurture the long cycleA follow-up sequence after each quote: application footage, service detail, answers to sign-off questions and timely check-ins around budget and shutdown dates.Lead Generation
Weeks 5–10
05Then grow spares and serviceSpares, manuals and service pages per model so the installed base finds you, plus new applications. Only once routing and tracking work, because scaling a leaky funnel wastes money.Programmatic SEO
Month 3 onward
Social presence · where buyers check you
Plant managers watch it run long before they ask for a quote.
A long buying cycle means months of quiet research. Social keeps your machine running in their feed the whole time. Six things decide whether a watch becomes a trial request.
9:41●●● 5G
yourmachines
YMYour Machinery CoProcess equipment
Process chillers · moulding & plasticsSpecs, running costs & service ↓Book a trial run ↓
Book trialMessageCall
ModelsRunningServiceSpares
Running on a lineSizing a chillerRunning costs, explainedInstall · by DeepakPlant manager's viewService visit · by IanSpares worth stockingOld vs new: what changesMeet the service team
LinkedInPlant and engineering managers follow your models and people.Check
YouTubeMachines running on real lines, installs and service visits.Trust
WhatsAppSpec, service and spares questions answered same day.Ask
FacebookTrade groups where operators compare machines.Discover
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).
MONRunning clipOne model on a line like the buyer's.
TUESizing postHow to size a machine for your output.
THUService postA service visit: what was checked.
FRICost explainerRunning cost vs purchase price, plainly.
DAILYRepliesSpec and service questions same day.
What we'd watch
Your dashboard, minus the vanity metrics.
Six numbers that show whether the work is turning into qualified demo requests — each pulled from a system you already own. The audit fills in your baseline; every sprint after shows the trend.
Machine pipeline · weeklyYour dashboard after the free audit
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
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Questions machinery makers ask
Straight answers, no sales script.
Straight answers. If yours isn't here, a 30-minute call is the fastest route — no pitch, no deck.
Our dealers already have pages for our machines. Why do we need our own?
Because the manufacturer's page should be the reference. When dealers publish fuller specs than you, assistants and search treat them as the source and you lose control of how the machine is described. Your page can still send buyers to their local dealer for sales and service.
How do we publish prices for configured machines?
You don't have to publish a single price. Explain the base configuration range, which options add cost, what installation and training involve, and finance or lease options. Buyers can see whether you're in range before asking for a quote.
Our sales cycle runs for months. Can marketing really help?
Mostly by keeping you on the shortlist. Buyers research, wait for budget and come back. Useful follow-up, such as application footage, service detail and answers to sign-off questions, means you're still the obvious call when the purchase order is ready.
Is trade-show follow-up part of this?
It can be. Show contacts go into the same CRM sequence as web enquiries, tagged by event, so they get a timely follow-up and you can see which shows actually led to orders.
How long before we notice a difference?
Routing demo requests and following up quotes can show in the pipeline within weeks. Model pages and assistant visibility usually take a few months to build, and orders still follow your normal buying cycle. We don't guarantee rankings, mentions or orders.
Will this create conflict with our dealers?
Not if it's planned. Enquiries can be routed to the dealer for that territory, and your pages can say who sells and services locally. The aim is that buyers find your machine described properly, then reach whoever should handle them.
Which social platforms matter most for a machinery maker?
LinkedIn and YouTube. Plant and engineering managers research for months, and YouTube lets them watch your machine run on a line like theirs. LinkedIn keeps your models, service team and installs in their feed throughout the cycle. WhatsApp is handy for spec, service and spares questions. Show real machines on real lines.
Do we get a free website for our company?
Yes. Every monthly plan includes a free 5-page website for your company — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
Tell us about your company. Get a plan back.
A strategist reads your brief and replies within one business day with what we'd fix first for your company, a timeline and the real cost.
Reply in 1 business dayFrom a strategist, not a bot
Ask an assistant about your machine the way a buyer would.
We'll check how your models show in search and AI answers against competitors and your own dealers, what your pages say about cost, and how fast a demo request gets answered. You keep the findings either way.
Social presence · where buyers check you
Plant managers watch it run long before they ask for a quote.
A long buying cycle means months of quiet research. Social keeps your machine running in their feed the whole time. Six things decide whether a watch becomes a trial request.
yourmachines
Is your profile ready to sell?
Tap what's already true.
Where your buyers look
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).