Advisory
An industrial IoT and machine-monitoring company
Industrial technology, B2B
Search and LinkedIn demand generation for a firm selling machine and battery monitoring to factories: keyword families with matching landing pages, and a weekly content routine the team could actually sustain.
Nothing was measured after delivery. No one set up the measurement, so the honest answer is that the outcome is unknown.
The problem
The firm sells machine and battery monitoring to factories and equipment makers. It was hard to find online, and the website visits and LinkedIn activity it did have were not turning into leads. In industrial B2B that gap is usually structural rather than creative: the buyer searches in one vocabulary and the site answers in another.
What I did
I reviewed the website and search presence first, then set out Google Ads keyword families, each with its own landing page and a short lead form: brand, competitor, industry topic, equipment monitoring, battery, and construction equipment. Separating them matters because the intent behind a competitor search and behind an industry-topic search are not the same, and one landing page cannot serve both.
For LinkedIn I set the content plan rather than a campaign: core themes, a weekly create, approve and publish routine, a content library, and audiences defined by job title. The routine is the deliverable. A plan that depends on somebody being inspired on a Tuesday does not survive a quarter.
I also reviewed the paid LinkedIn campaigns by industry segment.
What came of it
No outcome was measured, and I have no lead or pipeline figures from this engagement.
What I wrote about it
- Agree the measure before the budget: lessons from ChatGPT ads A big launch proves that a channel exists, not that it works, so a conversational ad format needs a measure and a test agreed before any spend.
- Targeting is not dying, it is moving Ad platforms may now choose who sees an ad better than you can, which leaves marketers with positioning and with checking the platform's own reported results.
Other advisory work
- MetaDecrypt AI AtlasStrategic advisor on marketing and AI strategy to a UAE advisory firm, and owner of the work that designed and built its public site and launched its flagship summit.
- Swayam PlusA data audit, learner segmentation and interactive dashboards for a government-backed learning platform, asking where learners and value move between the platform and its course partners.
- A lending-software vendorWhere small language models fit in loan origination software whose customers require that data stays in their own environment, and why the first thing to build is the measuring instrument, not the model.
Have a problem worth measuring?
I take a small number of advisory and build engagements each year.