Export marketing for machinery manufacturers
Engineers and purchasing managers abroad look for suppliers who can prove they meet the spec. We make sure they find yours, in their language, with the technical detail they need to shortlist you.
How machinery buyers find suppliers
Industrial buyers rarely search for a brand. They search for a solution to a technical problem:
The machine or component type, often with a material, capacity or standard ("stainless steel gear pump ATEX", "CNC bending machine 4 m")
An application or industry ("filling machine for viscous products")
A replacement or spare part, sometimes by part number
A supplier in a specific country or region
Search volumes are small, but intent is very high. One engineer comparing three suppliers may be planning a purchase worth years of business. More and more, the first shortlist also comes from an AI assistant asked to name suitable manufacturers.
What they need to see before they contact you
- Specifications and datasheets they can download and forward
- Certifications and compliance (CE marking, ISO standards, industry-specific approvals)
- Applications and industries you serve, with examples
- Options, customization and integration information
- Lead times, service, spare parts and support in their country
- A clear way to request a quote or talk to an engineer
Where machinery manufacturers lose buyers online
- 01
Product pages without data
A photo and a paragraph, with specifications hidden in a PDF or only available "on request".
- 02
One language
An English catalog for markets where engineers search in German, Spanish or French.
- 03
Brand-first navigation
Product names only insiders know, instead of the terms buyers search for.
- 04
No answer to "can you support us here?"
Missing information about service, spare parts and distributors in the buyer's country.
- 05
Invisible to AI assistants
No structured product data, so AI tools can't tell what you make or for whom.
- Each of these can be fixed: your products found, in their language, with the technical detail buyers need to shortlist you.
Our approach for machinery and components
- 01
Research
We map how engineers and buyers search for your product types in each target market, which competitors they find and which applications show the most demand.
- 02
Foundation
We structure your product range around buyer search terms and applications, publish complete technical pages in the target languages and add clear quote and distributor paths.
- 03
Activation
Google Ads target precise technical searches and exclude consumer and job-seeker traffic, so budget goes to real buyers.
- 04
Growth
Application guides, comparison content and structured product data build your rankings and make you visible when AI assistants are asked for suitable manufacturers.
Buyers we help you reach
- OEMs integrating components into their own machines
- Plant, production and maintenance engineers
- Purchasing and procurement managers
- Distributors and dealers looking for new product lines
- System integrators and engineering firms
Related guides
How to find distributors abroad: a manufacturer's guide
Where to look for distributors in a new market, how to qualify them, and how your website decides whether they take you seriously.
Read the guide →How importers search for suppliers in 2026 (Google and AI search)
How importers and distributors search for suppliers on Google and with AI assistants, what AI assistants rely on, and what manufacturers should change.
Read the guide →Questions
Our products are highly technical. Can you write about them?
We work from your datasheets, manuals and engineers' input, and build a list of your technical terms in each language before we write. A native speaker reviews every page, and your team approves it before it goes live.
Our search volumes are tiny. Is SEO worth it?
Yes, if you target the right searches. Ten searches a month from engineers looking for exactly what you make can be worth more than thousands of general visits.
We sell through distributors. Should we still market directly?
Strong online visibility helps both: end users ask your distributors for your products, and new distributors find you when they look for product lines to add.
See how engineers in your target market find you
Free audit of one target market: how buyers see you on Google, in AI assistants and on your website, and what to fix first.