Industry Update: 20.01.2021

Vertical: Machinery
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Machinery, what are we seeing?

Every machinery manufacturer and supplier is impacted by this crisis in some way. We are seeing manufacturers who have ceased production, experienced reduced demand or restructured facilities to create new lines, whilst others have seen a huge increase in demand. The global trend seems to be that domestic production is down, while demand for domestic production has actually increased… something that we feel will naturally rectify as businesses continue to adjust.

Short term machinery rental access and leasing markets are down significantly due to production facility closures impacting demand.

What do these businesses need to do now?

1. Adjust your business targeting

We are seeing significant changes in targeting as supply and demand pivots as a result of COVID-19. We are seeing domestic manufacturers pivoting to create new goods for high demand sectors.

Demand remains stable across most B2C goods sectors, with health, essential goods and home/garden entertainment goods experiencing demand spikes among many others. Luxury goods down. B2B goods supply is largely down due to facility closures, operating challenges and in severe cases, business closures.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Set out how you are now serving a COVID-19 aware world. Where possible, draw on your heritage and expertise. If it’s made locally, then don’t be afraid to make this known.

Be clear about how you can help in high demand sectors.

We are seeing manufacturers and suppliers accentuating proximity, flexibility, speed, quality and any additional advantages such as sterile and low-touch designs.

Remotely operable Machinery is increasingly in demand, we expect this trend to continue and suggest accelerating the natural transition to supporting web enabled monitoring and maintenance, autonomous function and remote human operation where possible.

4. Revise your messaging

Focus on how you can help your customers and prospects with solutions to the challenges that COVID-19 is throwing up.

Touch on capturing and servicing unmet demand. With high demand products and services, talk about service levels and accentuate on flexibility, proximity and turn-around times.

And if it’s made in the UK, then proudly state this – we believe that this could become a premium message that will out-last the Coronavirus crisis.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

Our Totally Bonkers 60 Second Explainer Video

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