Journal
Field notes on industrial B2B.
Practical thinking on positioning, content, trade shows and demand generation — written for the people running marketing inside engineering-led companies.
- 22 Apr 2026
Positioning industrial SMEs in a crowded B2B market
Most industrial SMEs sell what they make. The ones that grow sell what they mean. A short field guide to sharper positioning.
Strategy · 6 min - 14 Mar 2026
LinkedIn for industrial buyers: less noise, more pipeline
B2B social does not mean dance videos. A practical playbook for engineering-led companies that want to be found by serious buyers.
Channels · 8 min - 02 Feb 2026
Trilingual content in the Basel area: FR, DE, EN done right
Translating your website is not a localization strategy. How to think about language when your buyers sit on three sides of a border.
Content · 5 min - 10 Jan 2026
Trade shows still work — if you stop treating them like trade shows
Hannover Messe, EPHJ, Swisstech. The booth is the smallest part of the investment. Here is what actually moves the needle.
Events · 7 min