Erin Bowald, Vice President of Client Services and Tim Leesman, Owner“Industrial companies have always promoted the strength of their products,” says Tim Leesman, owner of Simantel. “Today, products alone aren't enough. The companies creating lasting competitive advantage are the ones that understand their customers better, create better buying experiences, and use marketing to drive their business strategy.”
Navigating Complexity with Simplicity
Industrial marketing rarely has a simple problem to solve. Multiple audiences, long buying cycles, technical products, dealer and distributor networks, and an expanding number of channels can all shape the customer experience. Simantel focuses on helping clients make those moving parts work together in ways that are clear and meaningful for customers.
The agency has expanded beyond traditional campaign execution by bringing together creative expertise, marketing specialists, data capabilities, and content strategy to help organizations respond quickly to changing demands.
Erin Bowald, vice president of client services at Simantel, explains that the challenge facing industrial marketers today is complexity itself. With more technologies, solutions, channels, and content requirements, companies need a structured approach that makes information easier for customers to understand. Simantel’s approach is built around creating systems that simplify complex offerings while maintaining strategic depth.
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Simantel is an industrial marketing agency with nearly five decades of experience helping complex B2B organizations understand their customers, differentiate their brands and turn marketing into a business advantage. The agency brings strategy, creative, content, data and technology together to help industrial brands navigate complex markets and create stronger customer experiences that drive growth.
“Ten years ago, many clients were looking for help executing marketing campaigns,” says Bowald. “Today, they're asking much bigger questions. How do we better understand our customers? How do we better support our sales teams? How do we create a more connected customer experience? Marketing has become part of a much broader business conversation.”
Turning Industrial Expertise into Business Advantage
Simantel’s long-standing relationships with industrial clients have given the agency deep insight into how industrial businesses operate, how their customers behave, and how markets change over time.
Decades spent inside these businesses allow Simantel to contribute beyond individual marketing assignments, helping organizations understand audiences, refine messaging, and connect customer insight to broader opportunities for growth.
The agency views modern industrial marketing as a continuous cycle in which customer insights inform business strategy and marketing performance helps organizations adjust their direction. Data and digital interactions now provide companies with faster feedback, allowing them to adapt their approach based on real customer responses rather than assumptions.
Creating the Future of Industrial Marketing
The next phase of industrial growth will require companies to think beyond individual products and focus on complete customer ecosystems. Buyers increasingly seek solutions that bring together technology, service, parts, and operational support. Simantel believes marketing must reflect this shift by creating connected experiences that address broader customer needs.
At the same time, the industrial buying journey is becoming more complex, with more stakeholders, channels, and information shaping decisions before a customer ever speaks with sales. This evolution is changing how industrial organizations approach content. Rather than relying on isolated campaigns, companies need a content model that continuously delivers relevant information across multiple touchpoints. Simantel compares this approach to a content supply chain, where every element works together to support customer decisions.
Nearly five decades of industrial experience have taught Simantel that marketing’s role is bigger than promotion. When products are strong and competitors are capable, understanding the customer and building experiences around what they need can become the differentiator.
For Simantel, that’s the opportunity ahead: helping industrial companies turn marketing into a strong driver of competitive advantage and business growth.
