Lead generation for the manufacturing industries has stepped away from the sales department in recent years with the increase of manufacturer marketing online. In today’s competitive market, manufacturers are moving away from relying on referrals and sales calls and towards engaging and connecting with their customers through digital. The target audiences, customer needs, and purchase processes differ to B2C marketing so a traditional approach of online selling will not bring about the same results. Manufacturer marketing calls for brand awareness exercises, direct marketing, and value-led content creation to build an online presence.