Thought Leadership for Industrial & B2B Marketing

16 Years of Insights from 700+ Business Consultations

Patterns and strategies from 300+ marketing clients and 400+ SBA-sponsored consultations with U.S. business owners.

How We Share What We Learn


Mansfield Marketing publishes regularly because our clients face similar challenges. The machine shop struggling to escape commodity pricing has more in common with the logistics company losing bids to larger competitors than either would expect. The patterns repeat across industries.


We document these patterns. Our articles explore strategic marketing problems and solutions. Our SBA consultation insights show real diagnostic conversations with business owners. Our published works in trade publications demonstrate industry credibility. And our client reviews show what happens when strategy meets execution.

Articles

Design engineer reviewing machining supplier website on monitor with CAD drawing and materials

What Engineers Want to See on Precision Machining Websites

By Doug Mansfield • January 13, 2026
Engineers evaluate machining suppliers on material specs, tolerance data, and technical case studies. Marketing content misses what engineering evaluation requires.
Procurement specialist reviewing welding vendor documentation at desk with safety certifications

What Procurement Teams Look for in Welding and Fabrication Partners

By Doug Mansfield • January 8, 2026
Procurement teams shortlist welding vendors based on certifications, EMR ratings, field crew capacity, and documentation systems. Generic capability lists get skipped.
CNC machinist measuring precision aerospace component with CMM equipment, quality documentation.

How to Market CNC Machining Without Competing on Price

By Doug Mansfield • January 1, 2026
Stop getting price-shopping quote requests. Position your machine shop on tolerance, certifications, and documentation to attract qualification-focused buyers.

SBA Consultation Insights

Anonymized case studies from SBA-sponsored consultations with business owners. Each documents a real diagnostic conversation: the problem presented, the underlying issue discovered, and the strategic recommendation provided.

Your Actual Differentiators Are Buried Under Generic Claims

An education services business had earned the trust of the local school district. Their website never mentioned it in a way that mattered. The real competitive advantages were invisible.

Competing Against National Brands With Local Presence

A professional services provider pivoting to a specialized niche faced well-funded national competitors. The answer wasn't outspending them. It was out-personalizing them.

Published Works


Articles in BIC Magazine industry publication on industrial marketing strategy, digital presence, and business development.

BIC Magazine September 2020 cover featuring Doug Mansfield marketing timing article

September 2020

What Are You Waiting For?


Why 2020 presented unique industrial marketing opportunities and the importance of acting now versus waiting for perfect timing. Plant turnarounds are returning, digital resources matter more than ever, and early movers gain competitive advantage in recovering markets.

BIC Magazine August 2020 cover featuring Doug Mansfield marketing questions article

August 2020

You're Asking the Wrong Marketing Questions


Common marketing budget mistakes and how to maximize ROI by asking strategic questions about advertising services, audience targeting, and resource allocation. Learn the 80/20 rule for known returns versus discovery investments.

BIC Magazine March 2020 cover featuring Doug Mansfield sales plan article

March 2020

First, You Need a Sales Plan


How lack of sales strategy defeats even the best marketing plans. Essential sales processes including phone handling, CRM implementation, lead tracking, and ensuring message consistency between marketing and sales teams.

Client Reviews

Alpine Sites

★★★★★

We are an Industrial specialty contractor introducing a new business line and needed a marketing firm to help develop a brochure for several trade shows in less than thirty days. We interviewed several companies and Mansfield was the only one that NEVER said No. They came to our office on short notice to see and understand our product and got to work. After several TEAMS meetings the brochure was created. The team at Mansfield sure do know what they’re doing! They made it easy and truly exceeded our expectations. Very responsive and spot on. Don’t waste time with the rest when you can have the BEST!

Gerald Fry

★★★★★

I have been dealing with marketing companies for 39 years and Mansfield Marketing is the best I have ever dealt with. Every time I make a call to my representative she is there to answer my call and I don't need to leave a message. They have performed any task that I asked them very promptly and professionally. They have an excellent Dashboard that keeps track of all my statistics. They don't promise you anything they can't deliver. You can't go wrong by using Mansfield Marketing.

AlphaProfit Newsletter

★★★★★
We had the pleasure of working with Mansfield Marketing. Doug quickly jumped into the information we provided and sorted different parts of the puzzle. He provided actionable ideas that have helped take our business to the next level. Doug is an excellent marketer. He knows what resonates with website users and what it takes to convert visitors to leads and leads to paying customers. There are many good marketing agencies; Mansfield Marketing is a great one.