The state of manufacturing marketing in 2026 – an industry survey

At AlphaQuad, we’ve been helping manufacturing companies grow for over 25 years. From working alongside household names like Calor, Baxi and Troax, to specialist innovators across the UK, we understand the unique challenges manufacturers face when it comes to marketing.

That’s why, together with our partners, Definition Media (specialists in video production for the manufacturing sector) and The Manufacturers Hub, we’re launching a sector-wide survey to uncover:

  • The marketing priorities and plans manufacturers have for 2026
  • The challenges that are holding businesses back
  • The areas where manufacturers would most value support and expertise

Why take part?

  • Shape the conversation – your insights will contribute to a whitepaper showcasing the state of marketing in the manufacturing sector.
  • Benchmark your business – see how your approach compares to others in the industry.
  • Get actionable guidance – AlphaQuad and Definition Media will share expert commentary and practical recommendations based on the survey findings.

The resulting Manufacturing Marketing Whitepaper 2026 will be available free to all participants and launched ahead of the MACH Exhibition at the NEC Birmingham in April 2026, where AlphaQuad and Definition Media will be exhibiting on stand 17-359.

Your voice matters. By contributing, you’ll help to shine a light on what’s working, what isn’t, and where the sector is heading next.

As an extra thank you, we will be sending a £50 Amazon voucher to one lucky participant for taking part. If you would like to be included in the draw, please enter your email address at the end of the survey.

Survey Questions

All answers will be treated in the strictest confidence, and your contact details will be removed from your responses during the processing of the data.

Section 1: About Your Business

How many employees does your business have?
What is your area of responsibility in the company?
Do you handle marketing in-house or outsource it to an agency?
How much time do you and/or your in-house team dedicate to marketing in a typical week?
If you use an agency, how many hours do you commission them for?
What percentage of your turnover do you estimate is invested in marketing activity?
Which social media channels do you use?
And which do you find effective? (you can select more than one)

Section 2: Marketing Priorities for 2026

What marketing channels do you believe have brought the best short-term engagement in 2025? Please rank in order of importance
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Website
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SEO
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Paid Ads
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Social Media
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Email Marketing
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Print Media
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Trade Shows
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Video
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PR
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Distributor/Partner Marketing
1
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Other
1
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And similarly, what marketing channels do you believe have brought the best long-term engagement in 2025 from previous campaigns? Again, please rank in order of importance
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Website
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2
3
4
5
6
7
8
9
10
11
SEO
1
2
3
4
5
6
7
8
9
10
11
Paid Ads
1
2
3
4
5
6
7
8
9
10
11
Social Media
1
2
3
4
5
6
7
8
9
10
11
Email Marketing
1
2
3
4
5
6
7
8
9
10
11
Print Media
1
2
3
4
5
6
7
8
9
10
11
Trade Shows
1
2
3
4
5
6
7
8
9
10
11
Video
1
2
3
4
5
6
7
8
9
10
11
PR
1
2
3
4
5
6
7
8
9
10
11
Distributor/Partner Marketing
1
2
3
4
5
6
7
8
9
10
11
Other
1
2
3
4
5
6
7
8
9
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What marketing channels do you believe have brought the best return on investment in 2025? Please rank in order of importance
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Website
1
2
3
4
5
6
7
8
9
10
11
SEO
1
2
3
4
5
6
7
8
9
10
11
Paid Ads
1
2
3
4
5
6
7
8
9
10
11
Social Media
1
2
3
4
5
6
7
8
9
10
11
Email Marketing
1
2
3
4
5
6
7
8
9
10
11
Print Media
1
2
3
4
5
6
7
8
9
10
11
Trade Shows
1
2
3
4
5
6
7
8
9
10
11
Video
1
2
3
4
5
6
7
8
9
10
11
PR
1
2
3
4
5
6
7
8
9
10
11
Distributor/Partner Marketing
1
2
3
4
5
6
7
8
9
10
11
Other
1
2
3
4
5
6
7
8
9
10
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What are your top 4 marketing priorities for 2026?
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Brand awareness
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Volume of lead generation
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Quality of lead generation
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Customer retention
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Digital transformation
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International growth
1
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3
4
Sustainability
1
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3
4
Communications
1
2
3
4
AI adoption
1
2
3
4
Recruitment
1
2
3
4
Other – please specify
1
2
3
4
How confident are you that your current marketing approach will meet your business goals in 2026?
Very confidentSomewhat confidentNeutralNot very confidentNot at all confident
Very confident
Somewhat confident
Neutral
Not very confident
Not at all confident
Do you have a defined marketing strategy for 2026?
Yes, fully documentedYes, but informalNo, but in developmentNo strategy currently but recognise the needNo need for a strategy
Yes, fully documented
Yes, but informal
No, but in development
No strategy currently but recognise the need
No need for a strategy
Are you using AI in your marketing efforts?
If yes, in which of the following ways are you utilising AI? Tick all that apply
Looking forward to 2026, do you anticipate using AI for any of the following reasons? Tick all that apply
If you are using AI tools, do you believe it is having a benefit in terms of cutting costs?

Section 3: Challenges & Barriers

What are the biggest challenges your company faces when it comes to marketing? Mark all that apply
How would you describe your current marketing budget for 2026?
Do you find it easy to retain dedicated marketing staff in your organisation?
Do you have documentation in place for common marketing IT processes, login, software licences , etc?

Section 4: Marketing training

How would you rate your team’s current knowledge of digital marketing?
Very StrongFairly strongAverageLimitedVery limited
Very Strong
Fairly strong
Average
Limited
Very limited
Which areas of digital marketing do you feel your team needs the most support with? Tick all that apply
What level of training budget would your company allocate to digital marketing training in a year per employee?
Would certification (a certificate of completion or CPD accreditation) make a digital marketing course more appealing?
If AlphaQuad and partners produced an online training course specifically for the manufacturing sector, would this be of interest to you?

Section 5: Follow-up

Would you like to receive the Manufacturing Marketing Whitepaper 2026 when it’s published?
Would you be willing to answer some brief follow-up questions by telephone?