Industrial marketing now wins before the first sales call

The industrial buyer has changed faster than industrial marketing: buying committees now travel 61% of the journey before first contacting a supplier, and worldwide B2B digital advertising is set to reach $48.15 billion by 2026 — nearly triple its pre-pandemic level. Yet two-thirds of manufacturing marketers say they struggle to create content that prompts action, even as 76% already use generative AI. The gap is not tooling; it is the operating model. VA helps industrial leaders build demand-generation and content engines with lead-linked measurement — connecting marketing investment to pipeline, and holding every partner to measurable value.