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✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
✨ Maitri sprinkled strategy dust on this page…
strategy first, content second
Case note 03 / 13 · Industrial machinery
Machinery specs, rewritten for three different decision-makers.
B2B strategy · Technical communication
01 — Overview
Airflex sells complex machinery to an audience that isn't one audience. A business owner wants downtime and cost, a dealer wants something they can pitch, an engineer wants the spec. All three were being served the same technical post, so all three were half-served.
Buyers, dealers and engineers read the same product very differently. We segmented the audience, then built educational technical content that each of them could follow — without flattening the engineering detail that makes the machine worth buying.
"Three readers. One machine. Three messages."
The scope
02 — Highlights
01
Buyer, dealer and engineer each got their own messaging track with its own vocabulary and its own definition of a good reason to buy.
02
Technical features were rewritten as operational and commercial outcomes — throughput, downtime, running cost — without deleting the engineering that justifies them.
03
Content started from the job the machine is doing on a real floor, which is how buyers search and how dealers sell.
04
Every post shipped with a creative brief so the visual carried the same message the copy did.
What it does now
Product communication that works in three directions at once: enough clarity for the buyer, enough ammunition for the dealer, enough precision for the engineer.
Capabilities used
03 — Gallery
Brand mark
01 — Format
Product explainers
02 — Format
Application posts
03 — Format
Dealer collateral
04 — Format
Spec carousels
05 — Format
Creative briefs
04 — Links
Industrial machinery
Industrial machinery built for plant floors, sold to technical buyers.
