Marketing to create customer demand with Steve Shickell, Sales & Marketing Director at LK Metrology

In B2B marketing, especially in the manufacturing sector, the challenge isn’t just about generating leads—it’s about creating real customer demand. In a recent episode of The Engine Room podcast, we spoke with Steve Shickell,  Sales & Marketing Director at LK Metrology, about what it takes to build a brand that engineers and technical buyers trust.

From Product-Centric to Customer-Centric Marketing

Traditionally, many manufacturing companies focus heavily on product specifications and technical details. While that’s important, Steve highlights the need for a shift towards customer-centric marketing. Instead of just pushing features, successful brands position themselves as problem-solvers, helping customers understand why their solution is the best fit.

The Role of Brand Trust in Demand Generation

Steve emphasises that brand credibility isn’t built overnight. Customers, especially in industries like metrology, rely on trust before making a purchase decision. This means businesses need to invest in long-term marketing strategies that establish authority, from thought leadership content to consistent customer engagement.

Digital Marketing’s Impact on B2B Sales

While traditional sales methods still have their place, digital marketing plays a huge role in modern B2B marketing. Steve discusses how LK Metrology uses content marketing, SEO, and social media to connect with engineers and technical decision-makers. Rather than just advertising products, their strategy involves educating and engaging potential buyers throughout their journey.

Building Relationships Beyond the Sale

One of the key takeaways from our conversation is the importance of post-sale engagement. Marketing doesn’t stop when a deal closes—it’s about maintaining relationships, offering continued support, and ensuring customers see long-term value. This approach not only drives repeat business but also fuels word-of-mouth recommendations.

Final Thoughts: A Smarter Approach to Marketing in Manufacturing

For businesses looking to strengthen their marketing efforts, Steve’s advice is clear:

• Focus on building trust, not just making quick sales.
• Use content to educate and engage your audience.
• Prioritise long-term relationships over one-time transactions.

By shifting the focus from short-term lead generation to sustainable demand creation, manufacturing brands can build stronger connections with their customers and drive long-term success.

Want to hear more? Listen to the full conversation with Steve Shickell on The Engine Room podcast.