Our clients’ challenges

Manufacturers of industrial goods are under growing pressure to innovate and boost efficiency. Global supply chain disruptions, volatile commodity prices, and intense competition demand not only operational excellence but also clear market differentiation. At the same time, digitalization and sustainability are fundamentally reshaping business customer expectations across products, services, and brand experiences.

Today’s B2B customers expect seamless digital touchpoints, personalized communication, and compelling value propositions, similar to what they experience in the B2C world. Traditional product-centric marketing is no longer sufficient: successful companies build distinctive brands, develop innovative business models, and create customer-focused portfolios along an increasingly digital customer journey.

Batten & Company supports industrial enterprises in transforming marketing from a cost center into a growth driver, through deep industry expertise and a clear focus on strategy, brand, and commercial excellence.

Our services for the industrial goods sector

• Development of distinctive brand strategies for technology-driven B2B companies with a complex value proposition
• Marketing of technical innovations through clear, benefit-oriented communication across the entire product life cycle
• Strategic positioning of service models, such as predictive maintenance, equipment-as-a-service and platform offerings
• Development of data-driven lead generation in the industrial context, integrating trade fairs, sales activities and digital channels
• Optimization of technical product portfolios based on customer needs, value engineering and market potential
• Design of pricing and offering logic for capital goods, including value-based pricing and offer configuration
• Organizational development in marketing: defining roles, processes and tools for global sales and marketing teams