Manufacturing marketers are under more pressure than ever to drive measurable results. Budgets are shifting. Channels are evolving. And content expectations are higher across the board.
Yet most internal teams still face the same roadblocks year after year. In fact:
- 66% of manufacturers say their content isn’t converting.
- 64% struggle to prove ROI.
- 53% say they can’t tie their content to business goals.
- And 57% cite lack of resources as their biggest challenge.
Sound familiar? You’re not alone. But you don’t have to keep spinning your wheels.
At New Perspective, we’ve spent 20+ years helping B2B manufacturers solve these exact issues — with strategies built for the way modern buyers actually behave. Let’s break down some of the top manufacturing marketing challenges in 2025.
🎯 Why Doesn’t Our Content Convert?
- 66% of manufacturers say their content doesn’t prompt action
- 55% of B2B marketers cite conversion as their top content challenge
What’s going wrong?
Too often, manufacturing content is overly technical, focused on features instead of problems, or misaligned with what buyers care about at different stages. It may look polished — but it doesn’t drive lead generation or sales conversations.
What do successful manufacturers do differently?
- Focus on buyer pain points, not product specs
- Provide helpful, solution-oriented content — not just promotional copy
- Use clear CTAs and logical next steps throughout the buyer journey
- Measure content performance and iterate regularly
What we offer:
We build demand generation programs that tie content directly to revenue. That means:
- Messaging frameworks based on real customer insight
- Content mapped to every stage of the journey
- Pages, assets, and campaigns optimized for conversion (not just traffic)
Many of our manufacturing clients tripled inbound lead quality by shifting to conversion-focused storytelling and buyer-aligned offers.
💡 Want to see how we’ve helped a manufacturing company strengthen their website and lead generation strategy? We partnered with DDPS, a global engineered systems provider, to modernize their website and content — resulting in a 105% increase in website conversion rate.
🗣️ Why Does Our Content Sound Like Everyone Else?
- 43% of manufacturers struggle to differentiate
- 45% say they aren’t creating the right content
- 40% say their content doesn’t match their audience
Why does this happen?
Many manufacturers rely on similar messaging — “innovative,” “quality-driven,” “customer-focused.” These generic claims don’t stand out in crowded categories.
Often, the voice is inconsistent or too technical. Or it's created in a silo — disconnected from sales and customer feedback.
How can you create content that feels different?
- Develop a clear positioning strategy with differentiated messaging
- Use real customer language (not internal jargon)
- Focus on insights and expertise over buzzwords
- Align content topics to what your audience actually wants to solve
How we help you stand out:
We help you define and refine your brand voice — then apply it consistently across your content. Our team:
- Conducts messaging workshops and voice development
- Brings buyer feedback into your strategy
- Crafts content that builds credibility and connection — not just visibility
This isn’t about flashy copy. It’s about making your expertise feel useful and unique.
🔄 Why Can’t We Produce Consistent, Quality Content?
- 54% say they can’t maintain content consistency
- 50% can’t produce enough content
- 32% say content quality is an issue
What causes the inconsistency?
Internal teams are stretched thin. Content creation is often handled by someone with five other responsibilities — or outsourced to writers who don’t understand your space.
Without a documented process or editorial calendar, things fall through the cracks. Worse, there’s no framework to evaluate what good content even looks like.
What’s the fix?
- A repeatable content production system
- Clear content strategy, roles, and workflows
- Experienced B2B writers who understand manufacturing
- A calendar that balances volume with quality
New Perspective's Solution:
We act as your content engine — plugging in senior-level strategists, writers, and designers to build out your content library. We deliver:
- Editorial planning with realistic, goal-aligned cadence
- Long, and short-form content tailored to your audience
- Structured content operations to keep quality high and timelines tight
We don’t just help you create more content. We help you create content that actually performs.
📡 Are We Using the Right Distribution Channels?
- 95% of manufacturers use social media
- But only 39% say it drives strong results
- 49% say blogs and webinars perform best
- 51% say in-person events yield the highest ROI
Why is this a problem?
Too many marketers invest in channels because they’re “expected,” not because they work. You may be pushing content through Instagram or Facebook — but your buyers are reading industry blogs or signing up for niche webinars.
What should distribution look like?
- Prioritize based on where your audience engages, not just where you have reach
- Double down on top-performing channels: blogs, email, events, and webinars
- Integrate paid promotion where it boosts visibility strategically
- Repurpose content across channels to increase efficiency
How New Perspective helps:
We start with your buyer’s behavior — then build a distribution strategy to match. That includes:
- Channel audits and performance analysis
- A distribution plan that prioritizes ROI over novelty
- Support across blog SEO, webinar strategy, email nurture, and video
It’s not about doing everything. It’s about doing the right things well.
📊 Why Can’t We Prove Content ROI?
- 64% of manufacturers say attribution is hard
- 53% struggle to tie content to business outcomes
- 40% deal with data silos
Why is this so common?
You can’t optimize what you can’t measure. But too many teams are stuck using disconnected tools or legacy systems that can’t tie marketing activity to pipeline.
Without clear goals or unified reporting, proving impact becomes guesswork.
What does good measurement look like?
- Clear KPIs linked to business outcomes (pipeline, revenue, deal velocity)
- Centralized reporting with real-time dashboards
- Regular performance reviews and content iteration
How we help you with reporting and attribution:
We use HubSpot and custom analytics dashboards in Databox to measure everything we do. That means:
- Attribution tracking across every funnel stage
- Integrated reporting across CRM, marketing automation, and paid media
- Insight-driven adjustments that improve ROI over time
When you can show how content moves the needle, it’s easier to justify budget — and make smarter decisions.
💡 Looking to cut waste and drive real ROI from your paid media? We helped a B2B high-tech manufacturer reduce their cost-per-lead by 59.4%, boost conversion rates by 66.8%, and lower cost-per-click by 32.2% — all in just 3 months.
🔧 Why Are We Under-Resourced?
- 57% of manufacturing marketers cite lack of resources
- 39% say it limits performance measurement
- 70% say data quality is a blocker to AI adoption
What’s really behind the resource issue?
Manufacturing marketing teams are small. You may have one or two marketers managing strategy, content, digital, events, sales enablement, and reporting.
That’s not sustainable — especially when you’re expected to operate like a revenue center.
What does effective resourcing look like?
- Senior-level contributors (not interns or generalists)
- On-demand support that scales with your needs
- Clear accountability and communication across partners
How we help:
We don’t just consult. We build and execute. With our team, you get:
- B2B specialists and subject matter experts across content, SEO, HubSpot, design, strategy and more.
- Plug-and-play support that fits into your internal team
- A true marketing partner, not a disconnected agency
We’re not here to replace your team — we’re here to help them do more with less.
🤖 Are We Missing Opportunities with Video, AI, and Events?
- 62% plan to increase investment in video
- 35% will invest in AI optimization tools
- 31% will increase webinar investment
- Only 7% have fully integrated AI
Why are these tools underused?
Teams are interested in modern content formats — but without strategy, they become one-off experiments. AI may be used ad hoc. Videos may be created without a real promotion plan. Events may happen without pre- and post-funnel content.
Source: contentmarketinginstitute.com
What’s a better way?
- Integrate video, AI, and webinars into your full funnel strategy
- Plan distribution and follow-up ahead of execution
- Use AI to assist with research, content repurposing, and SEO — not replace your team
How we help you:
We support video creation, webinars, and AI as part of a cohesive strategy:
- We develop video scripts, content briefs, and repurposing plans
- We use AI tools to speed up ideation, keyword clustering, and content analysis
- We plan events and webinars with full-funnel content support
Emerging AI tools are great — but only if you use them with purpose.
💡 Need to reposition your brand, modernize your digital presence, and generate pipeline fast? We helped CHASM, a high-tech manufacturer, redesign their website and launch a demand generation program — tripling qualified leads in under 90 days.
It's Time To Turn Your Manufacturing Marketing Into a Revenue Engine
You don’t need more guesswork. You need a smarter, more focused marketing engine — one that connects strategy, execution, and measurement.
That’s exactly what we build.
New Perspective partners with next-gen manufacturers to:
- Create content that aligns with your buyers and converts
- Build measurable campaigns that drive pipeline
- Fill resource gaps with senior-level SMEs
- Turn your marketing into a revenue-producing machine
📅 Let’s talk about your current roadblocks — and how to turn them into wins.
