3 Sales-Driving Manufacturing Marketing Strategies

Bhagyashri Kambale | December 28, 2021
Successful manufacturing marketing strategies are all you need to grow your business and make it visible in every way to your target customer group. Many manufacturers are now becoming vigilant towards B2B marketing and have started forming an individual marketing budget in their annual budgets.

“We should quantify marketing to inform what we do – not to decide what we do.”

– Rory Sutherland, Vice-Chairman, Ogily

As per Statista, nearly half of B2B organizations said they’re planning to boost their content budget in the next year.

As a result, B2B marketing for manufacturers must be redesigned and smartly strategized in order to be more effective and fruitful.

This article will focus on the significant challenges manufacturers face in B2B marketing and how manufacturers use the three most sales-driven manufacturing marketing strategies.

4 Biggest Marketing Challenges in B2B & Manufacturing

Develop Tailored Experiences

You have a few seconds to capture the customer's interest. When done correctly, personalization may help. With persistent multi-channel marketing, you may strengthen your brand in target areas. Additionally, an account-based marketing approach enables you to focus on important clients while generating customized content for them. Integrate agile methods to test novel ideas across your business without demanding extensive approval. Further, crowdsourced content, B2B communities, and advocate marketing should be prioritized.

Convert Leads into Sales

With the right strategy, you may generate more high-quality leads. Relate marketing expenditures to sales and demonstrate the impact of marketing on the bottom line. Align marketing and sales by focusing on the customer's purchasing journey. Increase the quality of your leads, transparency, and collaboration with your partners.

Measure Marketing Performance

Marketers will be asked to demonstrate ROI and forecast future actions. Proactively calculate the MROI (Marketing Return on Investment) on marketing and sales investments. Determine how to get the most out of your marketing budget by doing more with less. Focus on making data-driven judgments rather than relying on guesswork.

Maximize the Marketing Tech Investment

As a manufacturer, you have access to a number of tools and resources. You will need to collaborate with your technical team to integrate it. Collaborate with your IT team to effectively adapt, innovate, and apply technology. By integrating current technologies, you can automate and improve marketing campaigns more efficiently.

“Marketing professionals have to act as conveners and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter."

– Maliha Aqeel, Director of Global Communication, Fix Network World in conversation with Media7

3 Best B2B Marketing Strategies for Manufacturers That Drive Sales

Consider Purchasing an E-commerce Platform

Consumer behavior is driving manufacturing transformation, particularly the shift to digital channels. Manufacturers who still handle consumers solely by phone, fax, or email risk losing their loyalty as their worlds and tastes grow increasingly digital.
Manufacturers have clearly acknowledged the digital transition in 2021. This year's Manufacturing & E-Commerce Benchmark Report says 98% of manufacturers have, or plan to have, an e-commerce strategy. Moreover, 42% of manufacturers who engaged in e-commerce and digital said it strengthened client connections.

How does e-commerce benefit manufacturers?
  • Distributes a customized catalog to your customers
  • Ascertains those spare components are visible
  • It allows customers to customize items online
  • Sells your whole range online
  • Increases your consumer base

Focus on the User Experience and Interface (UX/UI)

The term "User Experience" refers to all elements of an end user's engagement with a business, its goods, and services. The purpose of user experience is to establish a connection between company objectives and user demands. An engaging user interface or user experience keeps users engaged and consumers pleased. Additionally, it enhances the rate of return on investment (ROI). That is why it is necessary to maintain great UI/UX quality.

How does UX/UI benefit manufacturers?
  • Increases the number of conversions
  • Support is less expensive
  • It helps with SEO
  • Brand loyalty is increased

Embrace an Omni-channel Strategy

Millennials represent 73% of those making buying decisions for companies. Part of this means offering a seamless, consistent shopping experience across a variety of channels. With the right CRM solution, you'll eliminate a lot of the legwork associated with targeting specific buyers. Manufacturers can leverage omni-channel to increase availability, promote sales and traffic, and connect digital touchpoints.

How does Omni-channel benefit manufacturers?
  • Supports marketers in developing trust
  • Enhances the user experience with the brand
  • It clarifies a complex subject

Final Words

Developing a successful manufacturing marketing plan is all that is required to set your organization apart from the competition. Consider thinking outside of the box and developing innovative manufacturing marketing strategies that will surprise your targeted customers and keep you on their minds at all times. B2B marketing for manufacturers has long been a priority, since manufacturers frequently overlook this aspect of their business when they should. Utilize the above-mentioned sales-driven manufacturing marketing methods to assist your organization in growing and reaching the maximum range of target prospects.


What is the goal of business-to-business marketing?

B2B marketing's goal is to familiarize other businesses with your brand name and the value of your product or service in order to convert them into clients.

How can manufacturers energize their market presence?

Manufacturers may boost their market presence by advertising on various social media platforms, opting for native language ads, and partnering with influencers to promote their products or services.



At Emerson, we’re passionate about what we do. By fusing decades of technology and engineering expertise, Emerson continues to solve some of the world’s most complex challenges with innovative solutions for customers in industrial, commercial, and residential markets. We recruit the greatest talent and apply the best technologies to benefit our customers worldwide.


5 Stats to Reshape Manufacturing Customer Experience in 2022

Article | November 20, 2021

The manufacturing business has always prioritized providing the excellent and most user-friendly products worldwide to its target consumer groups. However, digitalization and customer interaction approaches have altered the manufacturing industry's traditional business model. Now, manufacturers must prioritize improving the customer experience for their target consumer group and keeping up with new trends daily to flourish and remain competitive in the upgrading market. Because, in the end, the buyer is the one who drives your business and generates money. Manufacturers are committing significant efforts to improve the customer experience in the following years. To assist manufacturers in their sincere efforts to improve the customer experience in the manufacturing industry, we have compiled some key facts that must be understood and executed by the industry's or business-specific needs. Before going into manufacturing customer experience statistics, it's essential to understand why customer experience is so critical in the manufacturing industry. The Importance of Customer Experience in Manufacturing Customer service and experience are critical components of any business, which is true in the manufacturing sector. Customer experience can be described as any activity taken by a business to positively influence a customer's impression and opinion of the business, its products, or services. “You’ve got to start with the Customer Experience and work back toward the technology, not the other way around” – Steve Jobs. Customer experience benefits your business in a variety of ways, including the following, It increases customer retention It increases the customer lifetime value It creates brand loyalty It influences brand reputability It can deliver businesses with a competitive edge. Manufacturing Customer Experience Statistics Make your manufacturing business more customer-centric and reap the benefits that many customer-centric companies, such as Apple, Nissan, and Chick-fil-A, are experiencing. To better understand what the customer and industry have explored regarding the customer experience in 2022, below are some statistics from well-known businesses. #Stat 1 Businesses that prioritize customer experience see an 80% increase in revenue. (Source: Forbes) A positive customer experience increases customer interest in the product and acts as a form of word-of-mouth marketing. This way, the business benefits from increased sales and organic promotion by genuine consumers, critical for any manufacturing organization. # Stat 2 73% of customers say that customer experience influences their purchasing decision. (Source: PWC) Customers are not solely concerned with the product's quality or pricing. Instead, they are interested in the complete experience they get while purchasing a product. Therefore, if customers have a negative experience during the purchasing trip, it is pretty likely that they will leave the purchase process in the middle and hunt for other viable solutions on the market. Whereas, if the purchasing journey and post-purchase service are satisfactory, they will gladly purchase the goods and suggest new clients to your business. # Stat 3 By 2023, AI and machine learning will manage around 40% of all consumer contacts. (Source: Super Office) Manufacturing production and revenue are increasing as a result of technological advances and applications. However, the customer experience is not far behind in implementing cutting-edge technology like AI, VR, and AR. For instance, chat bots are the best example of how artificial intelligence, natural language processing, and machine learning are being used to increase consumer engagement. Virtual interaction is becoming more prevalent in the manufacturing industry daily, and both manufacturers and customers like this digital interaction. “Our interactions with our customers have become much more virtual, which frankly seems to work well for the customer and us.” -Scott Heide, Chief Executive Officer at Engineering Intent Corporation Technology application in manufacturing will be maximized, and businesses intend to automate the customer experience by 2023. # Stat 4 According to 70% of customers, an ideal customer experience should be quick, convenient, and cooperative, as well as friendly. (Source: Adobe) Customer service is a skill, and it's always a good idea to put yourself in your clients' shoes. According to an Adobe study, 70% of customers want a quick and convenient service that saves them time. In addition, they anticipate full collaboration throughout the purchasing process, including post-purchase servicing. # Stat 5 72% of customers with a good consumer experience will tell six or more people about it. (Source: Nice Reply) In the first statistic, we discussed word-of-mouth marketing. You will always receive referrals for the excellent products or services you provide to your target consumer group. Customers that have a positive experience will always bring you two additional potential customers, and this number will grow exponentially with each pleasant experience delivered by your organization. How did MacDonald's plan to increase revenue simply by improving the customer experience? When McDonald's revenues started to decline, they focused on the customer experience rather than marketing strategies. They began by listening to their clients and giving them a more streamlined experience. Customers told McDonald's to simplify the menu, increase order accuracy, and use higher-quality ingredients. McDonald's also improved store interiors and introduced digital self-order kiosks and table service, reducing customer wait times. BTIG predicted a 4.1% increase in revenues as these modifications were made. As a result, McDonald's may outperform competitors by improving total customer service. Final Words Customer experience is crucial in manufacturing, and manufacturers must leverage digital customer experience trends to improve their reputation. These a fore mentioned customer experience statistics can assist you in shaping a compelling client experience for 2022 and propelling your organization to new heights of success. FAQ Why should a manufacturing company invest in customer experience? Client experience improves customer retention, builds brand reputation, and gives companies a competitive edge. So manufacturers must invest in the consumer experience. What is the difference between customer service and customer experience? Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand. What does a customer experience include? Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why should a manufacturing company invest in customer experience?", "acceptedAnswer": { "@type": "Answer", "text": "Client experience improves customer retention, builds brand reputation, and gives companies a competitive edge. So manufacturers must invest in the consumer experience." } },{ "@type": "Question", "name": "What is the difference between customer service and customer experience?", "acceptedAnswer": { "@type": "Answer", "text": "Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand." } },{ "@type": "Question", "name": "What does a customer experience include?", "acceptedAnswer": { "@type": "Answer", "text": "Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience." } }] }

Read More

How to Find a Suitable Contract Manufacturing Partner?

Article | December 10, 2021

The benefits of contract manufacturing are triggering manufacturers to utilize it as a strategy to speed up production and increase revenue. According to BCC Research, the worldwide contract manufacturing industry should increase from $2.0 trillion in 2018 to $2.7 trillion in 2023, a 6.7% CAGR. Given the growing demand, contract manufacturing has a long way to go in innovating new solutions for manufacturers. As technology takes over and enhances many of the processes we used to handle with manual labor, we are freed up to use our minds creatively, which leads to bigger and better leaps in innovation and productivity. – Matt Mong, VP Market Innovation and Project Business Evangelist at Adeaca Let us look at the benefits and concept of contract manufacturing, often known as manufacturing partners in some circles. Contract Manufacturing: Concept and Benefits Concept Contract manufacturing is a business model in which a company agreeswith a contract manufacturer to make components or finished goods based on the hiring company's design. In short, it is a business model in which one company hires another company to manufacture components or goods for them or their products. Benefits The following are some of the primary advantages of contract manufacturing that attract manufacturers to adopt this concept and find a trusted supplier to manufacture any product or part of their product without much difficulty. Cost Efficiency: In contract manufacturing, companies do not have to pay for the facility, equipment, or labor needed. Resource Allocations: The money and resources saved through contract manufacturing can be redirected towards other company operations. Faster Lead Times: Hiring a contract manufacturer reduces manufacturing time. This improves market speed, delivery time, and customer service. Quality Control: Contract manufacturers are likely to have their own quality control processes in place, which allow them to spot counterfeit or damaged products early on. Advanced Skill Sets: Companies can benefit from the skills they may not possess, but the contract manufacturer does. Contract Manufacturing Examples Here are some examples of contract manufacturing companies that offer manufacturing services to other businesses and work on full-service outside manufacturing projects. Example 1: Kimball Electronics Group Kimball Electronics Group provides a comprehensive range of electronics manufacturing services, including engineering, prototyping, testing, electronic data interchange (EDI), new product introduction, and repair depot services. Soldering, assembly, reflow, de-paneling, flux application, inspection, screen printing, testing, and rework are all processes used in their manufacturing. Example 2: Scapa Healthcare Scapa Healthcare, headquartered in Knoxville, Tennessee, provides contract manufacturing services for medical and cosmetic products. Their portfolio of products includes sunscreen, silicone medical adhesives, and innovative materials. Additionally, the organization provides development, packaging, and logistics services. Things to Consider While Selecting a Contract Manufacturing (CM) Partner You need to know how to identify the ideal contract manufacturer for your business to accelerate production and produce high-quality items. Below, we've listed some of the most important things to keep in mind while looking for an outsourced manufacturing partner for your company. Competency Understanding a contract manufacturer's (CM) capabilities in terms of logistics and fulfillment is critical. Is your potential CM able to meet shifting product demands? How to use the CM's services? You may need one or more services from CM for your product, so always examine their capabilities or develop a list of their services and see which ones are valuable for you. Knowledge or Prerequisite A qualified, experienced, subject matter expert CM always correctly understands the requirements and delivers the services as per expectations and within the time frame specified in your production schedule. Always inquire about their qualifications or certificates in the places where your product will be manufactured. Compliance Any contract manufacturing plan must have an agreement or compliance clause. Always inquire about the compliance procedure and thoroughly understand the terms and claws to avoid future issues. Workforces Verify your possible contract manufacturer's personnel count. Is it easy to talk to them? Is labor skilled enough to meet the product's goals? It is critical for large-scale production and production, requiring swift responses. Any work force shortage might cause production delays. Gear & Expertise Check for machines and equipment as well as human labor in your possible CM. Many CM lease equipment to complete a project. So always check how the CM will organize the essential equipment for your project. Expertise in using the equipment is also necessary. Verify which machines were used and whether or not professionals were involved. Whereabouts The CM's location is the main factor to check. Because the CM may have numerous plants, knowing which plant is assigned to your product is essential to knowing every aspect of its production. Also, the assembly location must allow you to visit and inspect the manufacturing between cycles. Business Stability Finding a reliable contract manufacturer with solid financial backing and market roots is essential to avoid market scams. However, you must also analyze and solve risk factors like equipment failure, supplier capacity, and unreasonable expectations. Selection Myths of Contract Manufacturing Partner Once you've produced a list of shortlisted contract manufacturing partners who meet all of the criteria described in the preceding heading, you can proceed by following the steps below to select the best contract manufacturing partner. Look for Who is Willing to Invest in Your Business Incorrect. The objective is to find a vendor prepared to manufacture at a loss. A contract manufacturer's strength is that they can stay competitive and make a profit for both parties. Focus on Tier 1 CM Partners from the Market This one is indeed not acceptable. Tier 1 is a financial phrase used to separate large corporations from smaller ones. You want a contract manufacturer who understands your business and your needs. Don't worry about the manufacturing partner's size. Go Ahead with the One Who Offers the Best Services at the Lowest Price Trying to get the cheapest quote isn't always the best idea. You should get a quote from your contract manufacturing partner, but the quote may not always reveal the complete story. Cost per unit frequently captures approximately 75% of total supply chain cost. Some contract manufacturers charge the OEM the remaining 25%. Consider the complete picture while selecting a CM partner. Final Words Manufacturers use contract manufacturing to meet their commercial goals. Therefore, contract manufacturing is a win-win situation for both industrialists and contract manufacturers. Finding the proper contract manufacturing partner for your company is not straightforward, but our brief guide can help you identify the right manufacturing partner. FAQ What makes a good contract manufacturer? The most significant contract manufacturing firms are more than just supply chain partners. They recognize and treat your items as if they were their own, are meticulous in their operations, and are concerned with quality and capital. What differentiates contract manufacturing from outsourcing? A contract is a legally binding arrangement. It involves two or more parties. For example, outsourcing is outsourcing some tasks to an outside organization under a contract agreed upon by both parties. What's the difference between contract manufacturing and licensing? Contract manufacturing only outsources production phases, while licensing is far more complex. In return for fees, a corporation sells the right to utilize its intellectual property to another company. Licenses are like franchises. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What makes a good contract manufacturer?", "acceptedAnswer": { "@type": "Answer", "text": "The most significant contract manufacturing firms are more than just supply chain partners. They recognize and treat your items as if they were their own, are meticulous in their operations, and are concerned with quality and capital." } },{ "@type": "Question", "name": "What differentiates contract manufacturing from outsourcing?", "acceptedAnswer": { "@type": "Answer", "text": "A contract is a legally binding arrangement. It involves two or more parties. For example, outsourcing is outsourcing some tasks to an outside organization under a contract agreed upon by both parties." } },{ "@type": "Question", "name": "What's the difference between contract manufacturing and licensing?", "acceptedAnswer": { "@type": "Answer", "text": "Contract manufacturing only outsources production phases, while licensing is far more complex. In return for fees, a corporation sells the right to utilize its intellectual property to another company. Licenses are like franchises." } }] }

Read More

7 Strategic Benefits of E-commerce for the Manufacturing Industry

Article | February 14, 2022

B2B e-commerce for manufacturers is seeing resurgence in the manufacturing business. Today's manufacturers are moving away from old business models and heading towards digital ones. “E-commerce isn’t the cherry on the cake, it’s the new cake” - Jean Paul Ago CEO L’Oreal The Manufacturing & E-commerce Benchmark Report says, 98% of manufacturers have, or plan to have, an e-commerce strategy. 42% of manufacturers who are engaged in e-commerce and digitalization said it has improved customer relationships. The statistics above shed light on the manufacturing industry's development. We must acknowledge that our physical factory is transitioning into an e-commerce factory. B2B businesses are taking advantage of the convenience of browsing online product catalogs without having to go to the site. Why Is E-commerce for Industrial Products Important? Consumer behavior is driving transformation in the manufacturing space, particularly with the shift to digital channels. Manufacturers who still handle consumers solely by phone, fax, or email run the risk of losing their loyal consumer group. This is because, in recent years, their worlds and preferences have grown increasingly digital. In the Manufacturing & E-commerce Benchmark Report, manufacturers claimed that internet sales accounted for over half of their total income. So, manufacturers have come a long way since their earlier days. According to Digital Commerce 360, 80% still relied on their internal sales force to boost revenue. But we all know that manufacturers can do more to meet B2B customer needs. Today's B2B clients expect self-service options in addition to transactional websites. These buyers want reliable information from your web business, whether it is inventory levels, product specifications, order history, or their personal negotiated discounts. It should be available anytime and wherever customers desire. “You can’t wait for customers to come to you. You have to figure out where they are, go there and bring them back to your store” - Paul Graham, Y COMBINATOR The key reasons for the demand for e-commerce for industrial products are 75% of B2B goods are purchased online. 1 in 3 buyers pick a vendor on the basis of its online ordering, payment, tracking, and return capabilities. B2B Manufacturing E-commerce Benefits Efficient Operations A B2B e-commerce platform helps manufacturers across sectors to increase productivity, reduce costs, and simplify procedures. A web-based manufacturing e-commerce catalog significantly reduces the cost of printing product catalogs. It automates time-consuming operations such as catalog relevance maintenance, data cross-checking, and human data entry. It can connect with ERP, CRM, PIM, and other systems, thus streamlining a lot of back-end operations. Order Accuracy Manufacturers have to cope with enormous orders and diverse customers. Fortunately, many B2B e-commerce platforms allow for customized pricing lists and RFQ procedures. Personalized and smooth ordering is possible with configurable back-office operations. It eliminates mistakes and saves time by processing orders quickly. Better Analytics Online consumer data helps manufacturers grow their businesses. An e-commerce platform gathers data about purchases, sales, refunds, shipping, and more. This data helps to forecast trends and optimize inventory and delivery. This information can help product developers make their products better, sales reps find customers, and marketing teams find customers. Unlock Revenue Sources While some businesses were already in the process of shifting online, the pandemic has accelerated the digitization process and showed that shifting online is the only option to counteract declining physical revenues. An internet store brings new customers to traditional businesses. A solid SEO strategy and a mobile-friendly shop may help them establish a large client base and sell more to them. Passive Earnings A well-designed manufacturing e-commerce site will automate back-office tasks and allow users to self-serve their orders. Automation relieves salesmen and increases operational hours. As a result, manufacturers may sell 24/7 and personnel can explore other revenue-generating options. Gain Brand Awareness E-commerce is a great marketing tool for manufacturers. They can help with search engine visibility, especially as B2B customers increasingly use Google to study firms. This could help people who make and sell things, as well as distributors and retailers who work with them. Expand to New Markets Vertical, market, and geographic expansion become simple with the proper e-commerce solution. Flexible solutions let businesses grow into new areas and respond to opportunities faster. Aside from B2B sales, several manufacturers choose B2B2C sales or direct-to-consumer sales (D2C). As manufacturers diversify their companies, these tendencies gain traction. Final Word Manufacturing e-commerce is more than just online shopping and selling. It's not simply about interacting with clients on the Internet. “E-commerce is a business tool that may help your company profit from bigger digital transformation and business evolution projects. Having a successful and expansive manufacturing business requires the design of an interactive and customer-centric B2B e-commerce platform. So, if you haven't considered converting your physical goods factory to an e-commerce factory yet, now is the moment. FAQ Why is web server bandwidth vital for e-commerce sites? Web server bandwidth is also significant because the more bandwidth available, the more simultaneous visitors your site can handle. Most ISPs and web hosts must supply adequate bandwidth to handle peak demand. What policies must e-commerce sites have before going live? A privacy policy, accessibility regulations, and financial reporting policies are just a few of the policies that an e-commerce company site must design before going live. How is e-commerce useful for manufacturers? E-commerce allows manufacturers to test new products without risking a large investment. Instead of opening physical storefronts or stocking inventory, you may start selling the new product online.

Read More

How Collaborative Robots Are Revolutionizing the Manufacturing Industry

Article | December 10, 2021

A new form of robot is entering manufacturing plants all around the globe. Instead of being locked away in their own work cell, collaborative robots work side by side with their human counterparts. Together, they form the manufacturing crew of the future. Collaborative robots, or cobots, are more flexible, easy to use, and safer than industrial robots. Instead of ending up abandoned in a corner, they are proving to be serious expansions of production capacity leading to better ways of creating superior quality products. 1.1 A New Breed of Bot Cobots are a new type of automation product with their own ISO standards for safety and usability. For a robot to qualify as a cobot, it has to be used for tasks of a collaborative nature while sharing all or part of its reach space with human operators. So it is not the product alone that classifies it as a cobot. Industrial robots must be expertly programmed for one specific job along the production line. This requires hard line coding and endless tweaking and testing, which together with other factors make for a sizable upfront investment. Not so with collaborative robots. Cobots may look similar to traditional robots in some ways, but they are much easier to install and program. This foregoes the need to cooperate with a robotic integration service. Their lightweight and friendly form factor lets manufacturers conveniently relocate them on the shopfloor from one project to another. This renders the robotics technology perfect for a data-driven, Industry 4.0 work environment. Cobots can side with traditional machinery and additive manufacturing equipment, aided by artificial intelligence and cloud connectivity while embedded in a networked environment rich with smart sensors and mixed reality interfaces. 1.2 A Unique Blend of Benefits Because it is fairly straightforward to reprogram a cobot to various tasks, they are perfect for high-mix, low-volume work to meet the rising demand for ultra-customized products. They can also do multiple tasks in unison, such as alternatingly loading a machine and finishing parts from the previous cycle. Here are some other advantages in addition to flexibility: • Low investment. Cobots typically cost a fraction of the price of an industrial robot, but they offer much lower payload and reach. ROI is typically one to two years. • Safety. With rounded surfaces, force-limited joints, and advanced vision systems, cobots are exceptionally safe. This reduces the risk of injury due to impact, crushing, and pinching. Driverless transport systems are wheeled mobile robots that immediately halt when their lasers detect the presence of a nearby human being. • Accuracy. Cobots score well on accuracy with 0.1mm precision or well below that. While they do typically sacrifice speed, dual-mode cobots can be converted to fully-fledged tools of mass production that run at full speed in their own safeguarded space. • Easy to program. Many brands offer user-friendly programming interfaces from beginner to expert level. This reduces the need for continuous availability of expensive and scarce expertise while giving current employees an incentive to upskill. And because they can be deployed within hours, cobots can be leased for temporary projects. • Research. Small processing plants, agile start-ups, and schools can invest in cobots to experiment with ways to automate processes before committing to full automation. 1.3 Cobot Activity Repertoire Cobots are perfect candidates for taking over strenuous, dirty, difficult, or dull jobs previously handled by human workers. This relieves their human co-workers from risk of repetitive strain injury, muscle fatigue, and back problems. They can also increase job satisfaction and ultimately a better retirement. The cobot’s program of responsibilities includes: • Production tasks such as lathing, wire EDM, and sheet stamping. • Welding, brazing, and soldering. • Precision mounting of components and fasteners, and applying adhesive in various stages of general assembly. • Part post-finishing such as hole drilling, deburring, edge trimming, deflashing, sanding, and polishing. • Loading and unloading traditional equipment such as CNC and injection molding machines, and operating it using a control panel to drastically reduce cycle times. • Post-inspection such as damage detection, electronic circuit board testing, and checking for circularity or planarity tolerances. • Box-packing, wrapping, and palletizing. • Automated guided vehicles (AGVs) and autonomous mobile robots (AMRs) assist with internal transport and inventory management. 1.4 No-Code Programming While an industrial robot requires the attention of a high-paid robotics engineer, anyone with basic programming savviness can install and maintain a collaborative unit. Brands are releasing more and more kits for quick installation and specific use cases. Instead of being all numbers and line-coding, current user interaction is exceptionally people-focused. At the lowest skill level, lead-through programming lets operators physically guide the cobot’s end-of-arm-tool (EOAT) through the desired motion path, after which it will flawlessly replicate the instructed behaviour. It is also possible to enter desired waypoints as coordinates. At the highest level, it is of course still possible to have full scripting control. An intermediate step is visual programming interfaces. These let users create blocks of functionality that they can string together into more advanced action sequences, while entering the appropriate parameters for each function such as gripping strength, screwing tightness, or pressing force. These UIs come in the form of in-browser or mobile apps. Based on a 3D-CAD model of the machine and its industrial environment, a digital twin of the cobot can simulate and optimize its operations, for example to prevent collisions. It also lets operators remotely monitor and adjust the machine while it’s running. All the while, back-end artificial intelligence can do its analyses to find further efficiency improvements. 3D models of the to-be-manufactured product can be imported for edge extraction of complex surfaces. These will then be converted into the cobot’s desired movement trajectories instead of tedious manual programming. This makes them feasible to implement for highly dexterous tasks like welding curved hydroformed metal parts or sanding and polishing the most intricate of 3D printed geometries. Interfacing directly with the robot is becoming increasingly human-centered as well. Future cobots will respond to voice interaction as well as touch input, eradicating the screens-and-buttons paradigm of current devices. Some brands are giving the cobot a face with emotional expressions, hoping to lower the barrier to adoption. The upcoming generation of cobots can even respond to body language, as well as show its intentions by projecting light to where they are about to reach or move next. 1.5 A Human World Ultimately, the objective of any company is to create value for people. It is not an option to completely remove humans from the shop floor in an attempt to stay at the forefront of innovation. Attempting to leap to full automation and the utopian “lights-out factory” does not work anyway, as automotive giants such as Ford, Chrysler, GM, and Tesla can testify. A significant portion of human employees will indeed need to give up their roles. On the other hand, improved productivity levels open up space to retain personnel and uplift them to more creative, managerial, analytical, social, or overall more enjoyable jobs. For certain tasks, humans still need to be kept inside the manufacturing loop. For example: • Complex assembly routines and handling of flexible components. • Large vehicle subassemblies contain many variable components and require more hand-eye coordination than one cobot can handle. Humans are needed to make sure everything lands in the right position while the cobot provides assistive muscle power. • Fashion, footwear, jewellery, art pieces, and other products where creation borders on artistry rather than mechanical assembly require the aesthetic eye of humans. People are also needed to spot aesthetic deficiencies in custom one-offs in order to correspond with customers before finishing the production batch. • While intelligent automation software can spot bottlenecks in efficiency, humans are required for creative problem solving and context-awareness to make decisions. A spirit of flexibility and innovation is just as important as the accuracy of perfect repetitions. 1.6 Mission: Install a Cobot Cobots have numerous advantages over industrial solutions or people-only workspaces. They enable faster, more precise, and more sophisticated operations while reducing downtime and maintaining employee satisfaction. Low-voltage operation and reduced material waste fits with sustainable innovation and corporate social responsibility programs. Many companies are reporting surges in production capacity and staff generally experience the presence of cobots as favorable. For example, industry leviathans like BMW and Mercedes-Benz are reaching the conclusion that in many parts of the production process implementing a cobot has been the right decision. Connecting all parts of the production line with full automation solutions is a pipedream. It works only when all steps are perfectly attuned, and in reality this never happens and one misstep can be catastrophic. Whether to hire a human, a robot, or a co-robot is a complex and ever-more pressing decision. Statistical process control is paramount for large organizations to make unbiased data-driven decisions. Determine the key performance indicators, then find the most critical bottlenecks and major opportunities for leaps in production efficiency, product quality, or staff unburdening. Talk to employees for their insights and probe their level of skill and enthusiasm needed for working with their new artificial assistants. Digital transformation should be an exciting shift in the organization and its people, so apply new technological advancements only where it makes sense. Despite common beliefs about robotization, the cobot is an entirely separate product category that can be a surprisingly plug-and-play solution for simple tasks, with programming apps becoming increasingly intuitive. A cobot’s flexibility makes it perfect to run early experiments to help companies find its best spot on the factory floor. Its unbelievable precision, consistency, and level of control generally can make a strong first impression on customers. Not only can cobots increase production capacity while reducing idle time and cycle time to accelerate manufacturing across many vertical markets, but they also enrich the work environment resulting in happier and more involved employees. For many companies, a cobot can be the next logical step in their digital transformation.

Read More



At Emerson, we’re passionate about what we do. By fusing decades of technology and engineering expertise, Emerson continues to solve some of the world’s most complex challenges with innovative solutions for customers in industrial, commercial, and residential markets. We recruit the greatest talent and apply the best technologies to benefit our customers worldwide.