How Manufacturers Can Avoid a Costly Mistake
There’s nothing worse than finally deciding to invest in your marketing—then hiring the wrong partner and watching it blow up in your face.
Unfortunately, that happens to a lot of manufacturers.
They pick a flashy agency or a fractional CMO who “talks the talk,” but never delivers real traction. What starts as hope and momentum ends in confusion, disappointment, and wasted budget.
At The Right Horse, we’ve heard the horror stories.
Here are the most common traps—and how to avoid them.
1. The “Cool” Project That Wins Them Awards—Not You Customers
Some agencies and fCMOs are more interested in design awards than your business goals.
They pitch bold brand campaigns, sleek websites, or cinematic videos that look incredible—but don’t say anything useful to your buyers. The language is vague. The visuals are generic. The result is content that impresses them—but doesn’t help you get found or get chosen.
Red flag: If everything looks stunning but your quote requests don’t go up, you’ve bought a vanity project.
What to look for instead: Partners who speak directly to your customer’s problems—and measure success in leads, trust, and sales velocity.
2. Jargon Overload That Makes You Feel Dumb
Bad marketers use complicated language to sound smart.
Good marketers make complex ideas easier to understand.
If your partner is constantly throwing around acronyms, talking about “funnels,” “omnichannel attribution,” or “engagement optimization” without ever connecting it back to your business, that’s a problem.
Manufacturing is already complex enough. You don’t need someone making it harder.
Red flag: If you feel confused after every meeting—or afraid to ask a question—you’ve got the wrong partner.
What to look for instead: Clear communication. Straight answers. A partner who talks like a teammate, not a TED Talk.
3. Strategy That Feels Imported, Not Built for You
There’s a big difference between someone who gets manufacturing and someone who’s trying to apply a SaaS playbook to your stamping business.
We’ve seen agencies come in with ideas that look slick on paper—daily social posts, ad funnels, SEO games—but don’t reflect how industrial buyers actually think, search, and buy.
They’re using generic marketing tactics. Not buyer-specific strategies.
Red flag: If your partner seems more excited about their playbook than understanding your quoting process, walk away.
What to look for instead: A strategy rooted in how your customers actually buy. Not how tech companies go viral.
4. “We’ll Handle Everything” (Until They Don’t)
Some agencies promise the moon. They’ll “take it all off your plate.” You don’t even have to think about it.
Sounds nice—until you realize they’ve taken control, not ownership.
You don’t know what they’re doing, you don’t know what it’s costing you, and you don’t know if it’s working. And when results don’t come? They say “It takes time.”
Red flag: Lack of transparency. No clear roadmap. No accountability to results.
What to look for instead: A partner who works with you, not around you. One who shows the plan, explains the “why,” and tracks progress with you—not just for you.
5. No Experience with B2B, Technical, or Sales-Led Organizations
If your marketing partner has never sold to engineers, built a content system around RFQs, or translated technical capability into clear messaging—they’re guessing.
And you’ll be paying for the learning curve.
Marketing for industrial companies isn’t about trends or social likes. It’s about earning trust with serious buyers who are doing serious research before they ever contact sales.
Red flag: Their past work is all software, restaurants, or startups.
What to look for instead: A track record in B2B. Bonus points for experience in manufacturing, technical sales, or industrial distribution.
How to Choose a Marketing Partner Who Won’t Let You Down
Here’s a short checklist to guide your decision:
- Do they understand how your customers buy?
- Can they explain things clearly without jargon?
- Are they focused on helping you win—or making themselves look good?
- Do they ask smart questions about your sales process?
- Can they show you a plan—not just a proposal?
When you work with the right partner, marketing doesn’t feel like a guessing game. It feels like a system. A steady engine that brings in leads, shortens the sales cycle, and earns your team trust before they even get on the phone.
That’s what we do at The Right Horse.
No buzzwords. No fluff. Just strategy that works—for you, your sales team, and your customers.
Want to make sure your next marketing hire doesn’t become a horror story?
Schedule a discovery session with The Right Horse.
We’ll help you evaluate your options—and build a marketing system that fits the way you sell.
