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Automation equipment manufacturers · B2B intent-based advertising

Pay to reach the panel builder who is searching for your part type today.

B2B intent-based advertising shows your range to companies whose searches and site visits suggest they are specifying drives, sensors or controllers. GullySales picks the signals worth paying for, builds the audiences and keyword lists, and agrees with your sales team what happens when a signal becomes a reply.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Automation engineers inspect a guarded robotic production cell

What B2B intent-based advertising means

B2B intent-based advertising shows ads to companies and buyers whose searches, site visits or engagement suggest they are researching what you sell. GullySales picks the signals worth paying for, builds the audiences and keyword lists, runs the ads, and agrees with your sales team what happens when a signal turns into a reply.

Also for automation equipment manufacturers

Sales and marketing for automation equipment manufacturers, the overview.

Last updated 18 Oct 2026.

For automation equipment manufacturers

Where it usually goes wrong, and what we would do.

  • “A broad keyword brings the wrong reader”

    Searches such as servo motor or proximity sensor attract students, hobbyists, resellers and buyers of a single unit. Paying for the broad term burns budget. Terms tied to a type, a mounting or an output, together with negative keywords, find the person specifying a machine.

  • “A visit to the datasheet page is stronger than a click on an ad”

    An engineer who opens three datasheets and a wiring page is comparing parts. That behaviour is worth following with a relevant ad, because it points to a live bill of materials. A click from a casual browse is not the same signal.

  • “Named accounts matter more than total reach”

    Your serious buyers are a short list: panel builders, machine OEMs and integrators in the regions you serve. Advertising to those companies by name, with a message about their kind of machine, wastes less than reaching everyone who might use a sensor.

  • “Distributors and existing customers must be excluded”

    Paying to show an ad to your own distributor staff or to a customer with an open order is waste. Audiences need exclusions, and the lists need a clear source, because uploaded customer data carries data protection duties.

What we do

What we deliver for automation equipment manufacturers.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. An intent signal map

    A written list of the searches, pages read, downloads and named accounts you will act on, each marked strong, weak or ignored, with the reason.

    Result: You can read why every rupee is aimed at a signal and not a guess.

  2. Keyword and negative keyword lists by part type

    Search terms grouped by drive, sensor, controller and motion component, with terms that attract students, job seekers and resellers excluded.

    Result: You review the list before any money is spent.

  3. Audiences built from your own visitors and account list

    Datasheet readers, repeat visitors and a list of named panel builders and OEMs, with the source of each list recorded and customers and open deals excluded.

    Result: Each audience has a stated source and a membership rule.

  4. Tracking tested on the enquiry and datasheet pages

    Ad platform tags and conversion events checked on the quote request, sample request and download pages, so a signal and the enquiry that follows can be joined.

    Result: An enquiry can be traced back to the ad or search behind it.

  5. A signal-to-sales hand-over sheet

    What your application engineer sees when a signal turns into a reply: the company, the page or ad, the role and the agreed next call.

    Result: The first call opens with the application the buyer was researching.

How the result is measured

  • Enquiries traced to each signal type
  • Share of replies from companies your team accepts as a fit
  • Meetings and quotations from signal-led replies

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full B2B intent-based advertising page

Who it is for

This is written for these automation equipment manufacturers.

  • Servo and variable frequency drive makers
  • PLC, HMI and controller makers
  • Sensor, encoder and proximity switch makers
  • Relay, contactor and control panel component makers
  • Motion control component makers, including linear guides and actuators
  • Power supply, signal conditioner and instrumentation makers
  • Industrial networking, gateway and IoT device makers
  • Machine vision and barcode reader makers

Before you decide

Agree the work. Know how to judge it.

B2B intent-based advertising for automation equipment makers: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

State the buyer group, catchment, and dates that matter to the offer. Ask for the proposed inventory and available evidence about its audience, with the source and date shown.

Make the scope clear

Agree the exact placements, formats, booking period, and proof of delivery. Separate media charges from design, production, permissions, and installation where these apply.

Check the work in use

Compare delivery evidence with the agreed booking and record enquiries through a distinct response route where practical. Treat audience estimates separately from measured responses.

Know when to change course

Do not buy a placement only because it is discounted. If the location or audience does not fit the buyer, revisit the plan before committing production costs.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the B2B intent-based advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Fit decision

    After the requirements brief and a first conversation, we check whether your buyers leave signals worth buying and whether sales can follow them. Scope, fee and term are then put in writing.

  2. 2

    Signals and consent check

    We list the signals you already own, test your tags, and review how your lists were collected. Your adviser confirms the consent position before any list is uploaded.

  3. 3

    Audience and keyword approval

    You approve the keywords, the company and contact lists, the exclusions and the membership windows. Current customers and open deals are removed first.

  4. 4

    Ads and offer sign-off

    The person who owns your offer approves each ad and landing page. Product claims, certifications and any price shown must be confirmed by you.

  5. 5

    Launch and handover

    Campaigns go live in your own ad accounts with the agreed budgets. Sales receives each reply with its signal attached and records the outcome.

  6. 6

    Signal review

    We compare signals against calls, meetings and orders your team confirms. Signals that never produce a conversation are dropped, and their spend moves to those that do.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we advertise to a specific list of companies?
Platforms allow it where the list has a lawful source and the platform's current rules permit it. Check those rules and take advice from your own adviser on uploaded data. Lists with an unclear source are held back.
Our sales happen through distributors. Will advertising still pay?
It can, if the ad leads to a page where the engineer asks for a quote or a distributor contact, and the request is passed on with the engineer's name. GullySales cannot promise enquiries, but the record shows which ads brought them.
Who writes the technical claims in the ads?
GullySales drafts the ads and your product engineer approves each technical claim before it runs. Claims on rating, certification or compatibility must match your datasheet and your test documents.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for automation equipment manufacturers

Related work to consider.

Or start from the overview: sales and marketing for automation equipment manufacturers.

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