Every year, new tools, trends, and technologies promise to revolutionise B2B marketing.
But for industries with long sales cycles and complex buying committees, the fundamentals don’t change as fast.

If you’ve ever tried to justify marketing spend inside a METS business, you’ve probably heard the same line: “How do we measure the ROI?”

The mining and METS industries pride themselves on being built from grit, discipline, and efficiency. But when it comes to social media and influence, we’re still digging with hand tools.

While other industries have embraced personality, storytelling, and digital visibility, mining for the most part remains risk-averse, conservative, and “too professional” for its own good. And it’s costing us; in capital, in talent, and in credibility.

For an industry built on extraction, mining has a unique opportunity to give something back: time, stability, and pride.
By expanding the marketing lens beyond the pit and into the home, we can change not just who joins the industry—but how the community feels about it.

When governments say “net zero” and simultaneously invest in resource-sector projects, the message can feel contradictory. In Australia today, that tension is very real. lets take a deeper look at how the federal government is managing this balancing act — particularly around coal, copper, and the politics of energy transition.

In a not-too-distant past, sustainability marketing lived in the back of annual reports for the purpose of satisfying compliance teams and regulators. Today, it is driving procurement decisions, influencing investors, and shaping the stories mining and METS companies tell about who they are.

For centuries, miners have chased ore bodies hidden deep underground. Today, however, some of the richest deposits aren’t underground at all, they’re flowing through the fibre cables, servers, and sensors of operations worldwide.

Mining is an industry defined by volatility, complexity, and long-cycle decision making. Yet too often, marketing is treated as an afterthought – a cost centre rather than a growth driver. In reality, effective marketing is one of the few tools that can cut through procurement risk-aversion, shorten sales cycles, and give suppliers a measurable advantage.