A nd Why the Journey Isn’t AIDA Anymore If you sell in #manufacturing, #industrial components, #capital equipment, or industrial services, you’ve probably noticed a frustrating pattern: You put effort into “lead generation,” run a campaign, attend an expo, maybe even refresh your website… and yet the best-fit buyers still seem to appear out of nowhere, late in the cycle, with strong opinions and a shortlist you were never part of. That’s not a marketing execution problem. It’