Target markets
INDUSTRY MARKETING AGENCY
Your marketing consultancy for industrial innovation and sustainable growth.
Your technologies and processes are reinventing industry. Our strategy propels them forward.
CVS Marketing, a B2B marketing agency specialising in industry
CVS Marketing is a B2B marketing agency based in Essonne (91) that has supported industrial companies since 2018: electrical equipment manufacturers, specialists in lifting and handling, industrial heating and cooling, industrial IoT and data centre infrastructure. CVS Marketing acts as an outsourced marketing department, from strategy to lead generation and trade shows, in France and across Europe.
600+
marketing projects delivered
83
B2B clients supported
+20 %
average annual growth rate (CAGR) of our clients over 2018-2024, i.e. 7 years (updated: June 2025)
25+ years
of B2B marketing experience in Europe
The marketing challenges facing industrial companies
An industrial company is not marketed like a consumer product. CVS Marketing identifies five marketing challenges specific to industrial companies:
- Complex technical catalogue: hundreds of references, data sheets and options to make clear for a buyer, an engineering firm or an operator.
- Indirect distribution: distributors, installers and integrators specify and resell; they need to be equipped (sales arguments, training, co-marketing) as much as the end customer needs convincing.
- Trade shows: a stand is expensive and must produce qualified meetings, prepared in advance and followed up after the event.
- Export: adapting messages, content and search optimisation to each target country.
- Employer brand: attracting technicians, engineers and sales staff in high-demand professions.
Market Opportunities
Despite these challenges, the sector embodies the dynamic of reindustrialisation in France, highlighting the expertise, innovation and essential impact of industry on our daily lives. It offers numerous opportunities for innovative and agile companies :
- Automation and robotics: Demand for automated solutions and industrial robots is booming.
- Renewable energy and energy efficiency: Projects aimed at improving energy efficiency and integrating renewable energy sources are growing rapidly.
- Advanced materials : The development of new, more efficient and sustainable materials is opening up new markets.
- Circular economy: Initiatives to recycle and reuse materials to reduce waste are increasingly in demand.
Some of the targets addressed in industry
Industrial gases and basic chemicals
Essential to many sectors, these industries supply key materials for the energy, medical and manufacturing industries.
ENR and e-mobility industries
Efforts to decarbonise the economy are stimulating clean energy industries, including wind, solar and green hydrogen.
Industries Advanced AI IoT
The adoption of technologies such as artificial intelligence and the Internet of Things is transforming production processes, making the sector more competitive.
Defence and Cybersecurity
Digitalisation and geopolitical tensions are boosting demand for digital security and military equipment, stimulating these industries in France.
Our support
As an industrial marketing agency, CVS Marketing chooses levers according to the sales objective and measures each lever with a specific indicator.
| Objective | Marketing levers | KPI tracked |
|---|---|---|
| Notoriety | Brand platform, specialist press relations, LinkedIn company page, product videos | Share of voice, qualified followers, press coverage |
| Lead generation | SEO and GEO on technical queries, Google Ads, white papers, LinkedIn social selling | Qualified leads per month, cost per lead |
| Trade shows | Meeting booking before the show, stand content, targeted LinkedIn campaign, post-show follow-up | Meetings secured, opportunities created |
| Distributor network | Sales arguments, product sheets, training, co-marketing tools | Sales through the network, partner activity |
The industries we support
CVS Marketing focuses its expertise on five industrial sub-sectors where sales cycles are long and buyers are technical.
Connectors and electrical equipment
Industrial plugs and connectors, electrical distribution, equipment for harsh environments. Challenges: specification, technical catalogue, distribution.
Lifting and handling
Rental and sale of lifting gear, handling and storage equipment. Challenges: trade shows, prospecting construction sites and plant shutdowns.
Industrial heating and cooling
Heating and air conditioning for large-volume buildings, adiabatic coolers, chillers. Challenges: product pages, technical documentation, installer network.
Industrial IoT
Connectivity, sensors and asset tracking for industry and logistics. Challenges: education, proof of ROI, moving from pilot to deployment.
Data centres
Power supply, cooling and connectivity for data centres. Challenges: international trade shows, English-language content, specification with integrators.
Our marketing references in industry
Two examples of our work in a Context / Assignment / Result format. All our assignments are presented on the page Case Studies.
Generfeu: outsourced marketing for a large-volume heating specialist
Context: Generfeu designs heating and air conditioning systems for large-volume buildings in industry and the commercial sector (€7m turnover). CVS Marketing has handled its outsourced marketing since January 2024.
Assignment: development of the website and product pages, technical documentation for the RAE-F adiabatic cooler range, training the team to update content, management and monthly reporting.
Results: +12% traffic per year on the website and +19% quote requests.
LGH France: establishing a European lifting equipment rental company
Context: LGH, a specialist in lifting equipment rental for more than 50 years, is expanding its business in France. CVS Marketing has supported LGH France with outsourced marketing since May 2024.
Assignment: Google Ads, search optimisation, LinkedIn page and social selling for the sales team, inbound lead scoring, organisation of trade shows such as JDL Expo 2026 in Beaune, monthly performance reporting.
Results: +35% leads via the website forms and 100% of ABM targets achieved.
How CVS Marketing works with industrial companies
The CVS Marketing method follows 4 steps. Each step produces a concrete deliverable.
1. Audit
Analysis of the market, competitors, website, online catalogue, search visibility and distribution network. Deliverable: diagnosis and priorities. Duration: from 3-5 days to 3 months depending on scope and the level of internal and external interaction.
2. Marketing plan
Personas (buyers, engineering firms, operators, distributors), messages by product range, trade show calendar. Deliverable: a costed 12-month marketing plan. Duration: 3 to 5 days on average, with a presentation to the executive committee.
3. Execution
Technical content, SEO and GEO, Google Ads, LinkedIn, trade shows, tools for distributors. Deliverable: planned and produced actions. Duration: 12 months minimum, exceptionally 6 months on approval of the client file.
4. Reporting
Tracking of traffic, qualified leads, cost per lead, trade show meetings and pipeline. Deliverable: monthly dashboard. Frequency: monthly reporting and regular check-ins.
Frequently asked questions about industrial marketing
What marketing budget should an industrial SME plan for?
The budget depends on sales objectives, the number of product ranges and the trade show calendar. CVS Marketing recommends starting with an audit, then building a costed 12-month plan by lever: website and search, campaigns, LinkedIn, trade shows, tools for distributors. The outsourced marketing management formula starts at 4 days per month over 12 months, with no need to recruit a full-time marketing manager.
How do you generate leads in industry?
An industrial company generates leads by being found at the moment a buyer is looking for a technical solution. Three levers work together: well-ranked product pages and technical content (SEO and GEO), Google Ads campaigns on high-intent queries, and targeted prospecting on LinkedIn. Each inbound enquiry is then qualified and scored before being passed to the sales team.
Should a B2B industrial company be on LinkedIn?
Yes. LinkedIn brings together industrial decision-makers: technical directors, procurement managers, site managers and engineering teams. An active company page builds awareness, and the sales team’s social selling creates meetings. For LGH France, CVS Marketing combines the company page with a LinkedIn prospecting campaign by the sales team, prepared ahead of trade shows.
How do you prepare for an industrial trade show?
Preparation for an industrial trade show starts 2 to 3 months before opening. You need to set a quantified meeting target, target expected visitors, invite them by email and on LinkedIn, prepare stand content, then follow up each contact within the following week. CVS Marketing notably organised LGH France’s presence at JDL Expo 2026 in Beaune.
How should you approach marketing when you sell through distributors?
When an industrial company sells through distributors or installers, marketing must serve two audiences: the end customer, who creates demand, and the partner, who advises and resells. CVS Marketing produces sales arguments, product sheets, training and co-marketing operations for the network, and measures the sales made by partners.
Why choose an agency specialising in industry?
An agency specialising in industry understands technical products, long sales cycles and specification channels. It writes accurate content that technical teams can validate quickly. CVS Marketing also supportsenergy and Construction & Infrastructure, sectors that share the same buyers as industry.
Your industry contact
Christelle Valentin Soupin, founder and managing director of CVS Marketing since 2018. Before founding the agency, she spent more than 13 years as Marketing Manager for Southern Europe and then Continental Europe at Aggreko, the global leader in temporary power rental, after marketing and communications roles at Motorola and Vanguard Managed Solutions. View her LinkedIn profile
Page updated on 4 October 2026.
Further reading
CVS Marketing, B2B marketing strategy and development agency (Paris - 91, Île-de-France)
CVS Marketing is a B2B strategy consultancy based south of Paris, specialising in structuring, digitalising and accelerating marketing and sales. We help industrial, energy and technical companies to design and implement their growth strategies, in France and across Europe.
Our mission: to transform marketing strategy into sustainable performance, by combining vision, data and creativity.