Recap: Hive’s inspiration event on marketing for the manufacturing industry

Lorenzo Schouppe from IndieGroup helps manufacturing companies shape their digital marketing. His experience shows that today’s manufacturers can take two clear paths: go direct-to-consumer (B2C) or build a strong dealer network (B2B). And while these two channels might seem to compete, they actually strengthen each other.

A strong brand helps dealers sell your products with pride, while consumers with a strong brand preference are more likely to seek out your dealers directly. To make both channels thrive, Lorenzo identifies three key building blocks:

1. Vision: know where you stand

Start by looking closely at your data and your customers. Which products perform best? For which customer types are they most relevant? And where do you currently stand with your marketing efforts? Defining your baseline now helps you measure progress later.

2. Strategy: make informed choices

A clear strategy helps you focus and make the right calls. Map your customer journey and remember that B2B and B2C require different approaches: different messages, moments, and platforms.

3. Plan: turn your strategy into action

Make sure your team is ready to get started. Look at who you already have in-house and complement them with the right partners. Aim for a strong mix of strategic, creative, and technical talent to bring your plan to life.

Maarten De Block from Livalos guides SMEs, family businesses, and non-profits through their digital transformations. He shared some hands-on tips on using generative AI effectively within your marketing mix. These are our favorites:

1. Treat AI like an intern

AI is a fantastic assistant — as long as you treat it like one. Give clear instructions, review the output critically, and don’t hesitate to “send your intern back to their desk” when the result isn’t good enough.

2. Build your own custom GPT

Get more out of generative AI by feeding it your own knowledge and context. Upload a text document with company info (preferably plain text, not a PDF) and build your own marketing assistant to help write blogs, social posts, and newsletters.

3. Automate – but not everything

Use tools like Zapier, Make.com, or n8n.io to automate repetitive tasks such as scheduling social media posts. But remember: only automate after your process is efficient – otherwise, you’ll just automate the chaos.

At our previous event, we introduced Hive AI — and we’ve been busy improving it since. You can now upload your own product information, such as your full catalog with all models and options. Hive AI then automatically creates a configurator tailored to your product range.

Another new feature is guided selling: Hive AI now assists you during configuration as well. You no longer need any technical knowledge of the product you’re configuring – just describe what you want in plain language. For example, when configuring a vehicle, you can simply say “add a motor” instead of manually scrolling through drivetrain options.