About
Marketing that works in industry. From positioning to real demand.
Marcelo Costa
I started out as a designer. Thirteen years leading creative at Mind Design: visual identities, packaging, campaigns for clients in Brazil and abroad. I learned to make marketing work with little and to turn technical briefs into communication people actually understand.
In 2022 I moved into industry. And everything changed.
A technology background, with a degree in Systems Analysis and Development, an MBA in Strategic Marketing Management, and many years of real operation showed me what academia doesn't teach: industrial marketing is not traditional marketing. It's about understanding the product from the inside, the market from the outside, and knowing how to connect the two in a way that generates real demand.
Today I run marketing for a large industrial technology company: multiple sites, an in-house team, international partners. I helped build physical go-to-market structures: technical training spaces in São Paulo and Rio de Janeiro, and a roadshow that takes product demos to the customer’s plant.
For the past two years I have applied AI systematically in a sector that still treats the subject as a distant future. It is not the future. It is an advantage now.
Here I write about what I learn: marketing for industry, GEO, AI applied to B2B and what actually works when the product is technical and the customer has no patience for agency talk.
What I write about
Marketing when the customer is an engineer
Long sales cycles, technical products, multiple decision-makers. What works, and what is just theory.
Generative Engine Optimization
How industrial companies build visibility in AI answers: ChatGPT, Gemini, Perplexity.
AI in technical B2B
Not as a curiosity. As a tool applied in a real industrial marketing operation.
Branding for industry
How to turn technical technology into market authority. No generalist agency, no marketing fluff.
If you work in marketing at an industrial company, or own a company that knows its product is better than its market presence suggests, we probably have something to talk about.