B2B Manufacturing Marketing: Test and Measurement Expertise

Test and Measurement Expertise

Since our founding more than 30 years ago, GGC has specialized in helping test and measurement equipment manufacturers take their products to market. From power supplies to electronic measurement to life science instrumentation, we understand the T&M market—and we know how to write content for engineers.

Wouldn’t it be great to work with an agency that knows:

The difference between IEEE-488 and serial bus
Why instrumentation based on SiC technology outperforms other systems
That autoranging measurements don’t have anything to do with cars!

T&M companies introduce ground-breaking products that need to be positioned and launched with savvy, accuracy and persuasive marketing campaigns. When you work with GGC, you’ll work with marketers and writers who’ve launched hundreds of T&M products over the decades. We understand the technologies, the sales channels, the industry sub-sectors and even the media editors who’ll write about your products and companies.

Yes, it’s a tough marketplace. So, compete with a partner who’s been working in T&M since even before the Internet! Learn why GGC’s engineering background and expertise is the ultimate marketing engine to drive your next technology launch.

We understand technical marketing:

How to carefully position test and measurement equipment using our differentiation triangle to highlight its advantages over competitor products.
How to generate leads and nurture them into true sales opportunities.
Which marketing tactics are most effective for your test-and-measurement prospects.
The kinds of content that technical buyers want, and how it’s changing for younger buyers.

We’re Different

Beyond our Test and Measurement expertise, manufacturers appreciate how we differ from other B2B marketing agencies.

We employ electrical engineers to produce engineer-to-engineer level writing that clients don’t need to re-write.
We staff our digital marketing team with seasoned “hyper-specialists” for each marketing channel: marketing automation, paid search, SEO, website conversion, writing, video and design.
We measure everything. We love to track marketing results all the way to a sale, showing a direct line from lead to quote to sale.

Content for Test and Measurement Buyers

To grow, T&M companies must present their technical products to the market with clear and compelling information. Our staff engineers and technical writers know how to position products for test and measurement instrument and system buyers. Superior specifications, extensive feature set, ease of calibration and maintenance, total cost of ownership, high throughput, lower cost of test, long operating life, and experienced technical support … these customer concerns are a natural part of our vocabulary.

Beyond educating prospects on the test challenges your products solve, content moves prospects down the funnel. More and more, this content takes the form of videos, interactive ebooks, and other engaging formats.

SEO That Attracts Real Buyers

With more than 30 years of experience in the test and measurement industry, we understand how engineers, scientists, and technical buyers search for solutions online. Our SEO team goes beyond generic keyword strategies—we specialize in optimizing for highly technical, engineer-level search terms and intent-driven queries specific to T&M, from “data acquisition systems” to “IEEE-488 instrumentation controls.” By combining deep knowledge of the industry with advanced SEO practices, including Answer Engine Optimization (AEO), structured data, and content strategies tailored for complex buyer journeys, we ensure your brand ranks where decision-makers are searching. The result is long-term visibility, stronger authority in a niche market, and a steady flow of qualified leads.

Paid Search and Pay-per-Click (PPC) Advertising

Our PPC programs are built with the same technical precision that defines the test and measurement field. With decades of experience running paid campaigns for T&M companies, we know how to reach highly specialized audiences that demand accuracy and trust. Our Google-certified analysts use advanced targeting, AI-driven keyword optimization, and continuous performance testing to maximize ROI on ad spend. We focus on the terms and messaging that convert—from complex measurement solutions to specialized calibration services—driving high-intent traffic and measurable pipeline growth. By aligning PPC with your sales objectives, we deliver campaigns that capture demand quickly and drive revenue in a market where every click counts.

Engineering Media Sites/Magazines

As technology evolves, so do test requirements. That means test and measurement is well covered editorially, creating a marketing opportunity. We have long-standing relationships with key engineering magazines, ranging from Electronic Design to Tech Briefs to Microwave Journal. In fact, editors sometimes contact us when they’re looking for a quality article from our clients.

When it comes to digital media advertising, our media expert knows which magazines and which types of ads deliver the best results. We consistently exceed industry benchmarks.

Websites that Convert Visitors into Sales

Research shows that company websites are the No. 1 source of information for engineers looking for a solution. On average they consume 5-7 pieces of content before they contact a salesperson. If they can’t find the information they need, they may go to a competitor. To win, websites need deep tutorial content that pulls visitors down the marketing funnel.

More than that, the website must be optimized for conversions. When our CRO and UX experts design websites based on data, clients convert more of their anonymous traffic into sales opportunities.

Goldstein Group Communications