Industrial marketing as an expression of identity, values, and corporate vision

When communication becomes a strategic lever to innovate, connect, and build long-term value.

In the industrial wire sector, where many still believe that “a good product is enough,” Bottaro has chosen to go further: to communicate in an authentic, structured, and strategic way.

A marketing approach that goes beyond promotion to build lasting value, generate culture, and accompany the company along its path of evolution: from internationalization to ESG, from digital transformation to enhancing human capital.

In other words, a marketing strategy that has become part of Bottaro’s DNA.

A compact team, driven by the vision of the President

Bottaro’s marketing department is lean and agile, composed of three dedicated professionals, coordinated directly by the company’s President, Alberto Bottaro. This unusual choice in the industrial world highlights the strategic importance that communication holds at every level.

Every Wednesday, the team meets for a working session: a fixed appointment to analyze data, test new approaches, share insights, and define the next steps. Special focus is given to the use of artificial intelligence, which is already integrated into the workflow for content creation and process optimization.

Marketing works in close synergy with the commercial, administrative, and production departments to ensure that every message aligns with the real needs of the market and the company. Monthly reports are presented to the board, and once a year, the department delivers a detailed report to the Board of Directors, outlining achievements, proposed projects, and budget recommendations for the upcoming year.

“Being directly supported by the President is both a responsibility and a recognition: it allows us to work in a strategic, aligned way, with a long-term vision.”

Michele and Alessandra – Bottaro Marketing Team

Reputation and visibility: the power of content, the consistency of presence

In 2024, Bottaro’s marketing team carried out a significant number of activities—both in terms of quality and volume.

Here are some key figures:

• 372 newsletters and DEMs sent in 6 languages
• 60 articles published, including blog posts, technical insights, and institutional content
• 6 professional videos, featuring product storytelling and technical animations
• Participation in 12 trade fairs across 7 countries, with coordinated and multichannel materials
• Over 400,000 visits to the official website
• 357,000 clicks generated through Google Ads campaigns
• 58% engagement rate on LinkedIn for content related to the team and corporate governance

These numbers reflect not just activity levels, but a consistent, curated, and recognizable presence across all company touchpoints. The goal? To build and strengthen an authoritative brand reputation that is globally recognized as a symbol of quality, transparency, and expertise.

Communicating value: beyond technical detail, toward real understanding

Another pillar of Bottaro’s marketing strategy is the ability to translate technical complexity into perceived value.
Videos, articles, and product sheets are designed to explain—clearly and simply—why Bottaro wire makes a difference, what advantages it offers in terms of performance, safety, and productivity, and how it simplifies the daily work of operators.

Two prime examples:

• The new video on baling wire, showing the product in action and highlighting its distinctive features
• The communication campaign for vertical balers, launched between 2024 and 2025, combining technical storytelling, video content, and multichannel communication

The result is marketing that educates, clarifies, and supports purchasing decisions—acting as a bridge between technological innovation and practical customer benefit.

Internal communication: a project in development

Bottaro’s leadership recognizes that a strong sense of employee belonging is one of the most powerful drivers of both economic and qualitative growth.

For this reason, the company has launched a long-term project aimed at strengthening internal communication and cohesion across departments.

Currently, tools like the corporate intranet are in place, and a first phase of training on the use of artificial intelligence in daily workflows has begun. Marketing supports this effort by providing content and messaging designed to foster team spirit, inspired by best practices from leading global companies.

ESG and responsible communication: a wire that looks ahead

Marketing also serves as the public voice of Bottaro’s ESG journey.

In 2024, the company received its Ecovadis assessment, implemented whistleblowing policies, and adopted Organizational Model 231. The next step will be to audit the supply chain, in preparation for the publication of Bottaro’s first sustainability report by the end of 2026.

The marketing department is translating this process into coherent, authentic communication: product tags with safety messages, dedicated web content, and transparent updates for clients and stakeholders.

Industrial marketing that looks beyond

“Our goal is not just to communicate, but to create meaningful connections between the technical value of the product and the people who use it every day.”

Alberto Bottaro – Head of Marketing

Bottaro has shown that even in a manufacturing sector, it is possible to build marketing that is solid, modern, and meaningful.
A compact and integrated team, guided by the vision of the President, capable of connecting the brand with customers, partners, employees, and stakeholders—through quality content, clear strategy, and a constant focus on value.

An industrial marketing approach made of data, people, and vision. One that doesn’t follow trends, but anticipates needs. And that, like Bottaro wire, solidly connects every part of the business.

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