For quite a while, industrial marketing was defined as one-way communication. That has changed over the past decade and couldn’t be further from the truth today. Customers are no longer consuming information in the same way. They expect a two-way dialogue with businesses, and if you don’t provide it, they are happy to go elsewhere. And while some in the manufacturing industry have downplayed an online presence, it is now a necessity for every business. Online is typically the first place customers look to research your brand, services, or products and overall reputation. This is often how people determine if a company can help solve their challenges. Leading organizations no longer solely rely on word-of-mouth marketing to drive business in a meaningful way. For this very exact reason, TP Steel in 2016 decided to embark on a digital transformation journey and set up a website and also step into the world of SEO.