BIC Magazine: What Are You Waiting For?

February 2026 Update

This article was written during a specific moment: the industrial sector beginning to emerge from 2020 disruptions, with the argument that companies acting early on marketing would outpace those waiting for a "perfect time." That argument proved accurate for the companies that acted on it.

The same argument applies now to AI search.

In 2020, the window of opportunity was defined by pandemic disruption and a competitive vacuum. Companies that invested in marketing while competitors contracted their spending gained visibility that persisted well beyond the disruption. The timing advantage was real.

AI search creates a similar window, and it won't stay open indefinitely. Industrial companies are currently underrepresented in AI search citations compared to their actual market presence. The industrial sector has historically been slow to adopt new marketing channels. That pattern is repeating. Most competitors are not yet thinking seriously about what AI systems say about them when buyers ask for vendor recommendations.

The companies building AI search authority now are establishing citation history while that field is still open. The mechanism is straightforward: consistent, specific, publicly crawlable content across your website, LinkedIn, and trade publications gives AI systems the material they need to represent you accurately and confidently in generated answers. That reputation compounds over time in the same way search engine authority built over years is difficult for late arrivals to displace quickly.

The article noted that marketing campaigns in the industrial sector typically take time to yield optimal results due to long sales cycles. That's still true. AI search authority takes time to build for the same reason. The sourcing, indexing, and synthesis process isn't instant, and buyer research cycles in industrial B2B are measured in months, not days. Starting now means the authority you build becomes available when those buyers begin their research cycles in the coming quarters.

The question the article posed in 2020 applies in 2026 with different context but the same urgency. While you're waiting for AI search to become mainstream before investing in it, the companies already building that presence are accumulating an advantage that will be expensive to close later. The cost of starting now is content and consistency. The cost of waiting is competitive position.

The original article appears below.

A Different Kind of Year

2020 has been a different kind of year for reasons we are all too familiar with. In the industrial sector, we have witnessed significant slowdowns on spending money for anything outside of critical supplies and services. Fortunately, this is changing and will continue to change.

At Mansfield Marketing, we work in industrial marketing and advertising all day, every day. Within oil, gas, manufacturing and construction, we are watching and participating in the increases of purchasing and business opportunities as oil prices rise and the pandemic issues have a reduced effect.

The Time to Act is Now

Right now, while purchasing and spending momentum is building, this is the time to become aggressive about competing for sales and market share. Generally speaking, it takes about three months for a marketing and advertising campaign to yield optimal results due to the much longer sales cycles in the industrial space versus the consumer world. Those who act now will have an advantage over those who wait for a different, later "perfect time."

Plant Turnarounds Are Returning

Plant turnarounds are necessary operations, but many turnarounds scheduled to take place in the first half of 2020 were postponed. Now that employees are returning to the workplace and operations are ramping up, companies that postponed large projects are looking to restart.

Take this announcement from March as an example: "Phillips 66 is delaying three sizable scheduled shutdowns at its refineries this year because of concerns that coronavirus could spread among the refineries' workers if the maintenance goes ahead, the company said. Several other refiners are delaying turnarounds on coronavirus concerns."

Those turnarounds are just one example of what I predict will become an inevitable rebound of activity. A cascade of purchasing opportunities is bound to follow recent events, providing sales and revenue for many contractors, suppliers and, in turn, all of their vendors.

Digital Resources More Important Than Ever

Even as a return to normal is underway, some effects of the pandemic may continue to linger. Digital resources have become a more integral part of research and decision making, even on major purchases. As some of your competitors have reduced their capacities and abilities to respond, buyers are considering new vendors to fulfill their needs.

Client Demands Have Shifted

Another change that has occurred is what clients demand from their marketing and advertising investments. There is always a balance to be struck in terms of diversifying branding, awareness and direct response marketing campaigns. All three are necessary for the highest return on investment, but direct response is now taking the lead. Our clients want to see short-term increases in sales opportunities, and we have adapted our strategy to meet this demand.

While you may be waiting for the perfect time to start pursuing new leads and sales, it may be difficult to catch up to your competitors who already have a head start. So, that begs the question: What are you waiting for?

This article was originally published in BIC Magazine (September 2020). Read the original publication →