1. General Marketing
What does a robotics marketing agency do?
A robotics marketing agency handles the strategy, content, and communications work that helps robotics and automation companies build their brand, generate media coverage, and reach the right buyers. This includes trade show marketing, LinkedIn content, sales enablement materials, email campaigns, website messaging, PR and media relations. The best robotics marketing agencies understand the technical nature of the products and the long, complex sales cycles that come with B2B industrial automation, so they can communicate effectively with both engineers and executive decision-makers. At Dwight & Company, we go a step further: as a US-based agency working exclusively with robotics and automation companies, we bring direct knowledge of the US trade media landscape, the major industry events, and the buyers your sales team is trying to reach.
Why should a robotics company hire a specialized agency instead of a generalist?
Robotics and automation is a technically specific industry with its own trade media landscape, buyer personas, and sales dynamics. A generalist agency will spend months learning the difference between an AMR and a cobot, why integration timelines matter to buyers, or which journalists cover warehouse automation. A specialized agency already knows. That domain fluency means faster onboarding, more credible content, and better media relationships from day one. It also means the agency can represent your company accurately to journalists and analysts who will immediately notice if the pitch does not reflect a real understanding of the technology. Dwight & Company works exclusively with robotics and automation companies, which means every person on your account has already done this work before you walked in the door.
What is the difference between PR and marketing for robotics companies?
PR focuses on earned media: getting your company and products covered by journalists, trade publications, and industry analysts without paying for placement. This includes press releases, media pitches, bylined articles, and spokesperson development. Marketing is broader and covers paid and owned channels, including your website, LinkedIn content, email campaigns, trade show presence, and sales enablement materials. Most robotics companies need both. PR builds credibility and industry recognition. Marketing builds pipeline and supports the sales process. Dwight & Company handles both as part of an integrated engagement, which means your PR efforts and your marketing programs are telling the same story at the same time rather than operating in separate lanes.
2. Trade Shows and Events
How should a robotics company approach trade show marketing?
Trade show marketing for robotics companies works best when it starts 5 to 6 months before the show. On the PR side, the pre-show phase includes media outreach to schedule journalist meetings at the booth, a press release or product announcement timed to the show, and social content building anticipation. On the marketing side, preparation includes booth layout support, booth messaging development, social media campaigns leading up to the event, and content creation during the show itself. For companies looking to make a stronger impression, Dwight & Company also plans and executes VIP events outside the conference center, including private dinners, executive receptions, and hosted experiences that create a more direct line to key customers, prospects, and media contacts. Post-show follow-up, including a content recap, LinkedIn posts, and media follow-through, extends the value of the investment well beyond the event itself. Many companies show up, demo their product, and leave without a media mention. The ones that win are the ones with a communications plan before, during, and after. Dwight & Company attends MODEX, Automate, ProMat, Pack Expo, and other major automation events hosted by MHI, A3, and PMMI with our clients, which means we are building those media relationships and managing that communications timeline on the ground, not from a distance.
What trade shows matter most for robotics and automation companies?
The highest-priority trade shows for robotics and automation companies in the US market are MODEX (supply chain and logistics), Automate (industrial automation and robotics), ProMat (material handling), and Pack Expo (packaging automation). For companies focused on food and beverage manufacturing, Groceryshop and Pack Expo are particularly relevant. Which shows matter most depends on your product category and target buyer. A company selling AMRs to distribution centers will prioritize different events than one selling collaborative robots to food manufacturers. Dwight & Company helps clients identify the right events for their specific buyer profile and builds the marketing and PR strategy around each one.
How do you get media coverage at a robotics trade show?
Getting media coverage at a trade show requires outreach before the show, not at it. Journalists covering events like MODEX, Automate, and ProMat schedule their booth visits and meetings weeks in advance. The process includes identifying relevant journalists and editors, pitching them a specific story angle tied to your presence or announcement, and offering a product demonstration or executive interview. A press release issued a few weeks leading up to the show opens also increases the chance of pickup. This is one of the areas where working with a specialized agency pays off most directly. Because Dwight & Company works exclusively in robotics and automation, we already have the journalist relationships that make those pre-show conversations easier to start.
3. PR and Media Relations
How do robotics companies get press coverage?
Robotics companies get press coverage by giving journalists a reason to write about them. That usually means a product launch, a funding announcement, a significant customer win, a bylined opinion piece, or a timely comment on an industry trend. The key is pitching the right story to the right journalist with enough lead time. Trade publications like DC Velocity, Automation World, The Robot Report, and Robotics Business Review cover the automation space consistently. Building relationships with their editors over time, not just when you have a launch, is what creates reliable, recurring coverage. For robotics companies looking to extend their reach beyond trade press, vertical industry publications covering food and beverage manufacturing, retail, and logistics are increasingly valuable targets, particularly when the story is framed around operational impact rather than the technology itself.
What is a press release and when should a robotics company issue one?
A press release is a formal written announcement distributed to media contacts and posted publicly. Robotics companies should issue press releases for product launches, major customer deployments (with customer permission), funding rounds, executive hires, and significant trade show announcements. A well-written press release includes a clear headline, a concise summary of the news in the first paragraph, a relevant quote from a company executive, technical details, and boilerplate company information. Press releases should be distributed through a newswire service and directly to targeted journalists simultaneously. Timing matters as much as content. A press release issued without advance journalist outreach is far less likely to generate coverage than one that arrives after a relationship has already been established.
What is thought leadership and why does it matter for robotics companies?
Thought leadership means contributing original perspectives, expertise, or data to the industry conversation through bylined articles, speaking engagements, podcast appearances, or LinkedIn content. For robotics companies, thought leadership builds credibility with buyers who are evaluating complex, high-stakes purchases. A warehouse operations director deciding between three depalletizing systems will research the companies behind the technology. If one company's executives are visibly contributing to the industry conversation, that presence builds trust before the first sales call. Thought leadership also generates earned media and supports AEO visibility, as AI engines increasingly cite content from recognized subject matter experts. Dwight & Company develops thought leadership programs for robotics and automation executives, such as researching and pitching for speaking opportunities, and a tailored LinkedIn content strategy built around the topics their buyers are actively researching.
4. LinkedIn and Social Media
How should a robotics company use LinkedIn?
LinkedIn is the most important social channel for B2B robotics and automation companies because it is where buyers, prospects, integrators, and journalists spend time. An effective LinkedIn strategy for a robotics company includes consistent company page posts, active content from founders and executives on their personal profiles, engagement with trade media and industry conversations, and content that speaks to buyer pain points rather than just product features. Posting frequency matters less than relevance and consistency. Two to three high-quality posts per week outperforms daily content that says nothing new.
What kind of content works on LinkedIn for robotics companies?
Content that performs well on LinkedIn for robotics companies includes customer deployment stories with specific results, behind-the-scenes looks at product development or trade show preparation, executive perspectives on industry trends, short video demonstrations, and direct responses to challenges buyers face. Content that does not perform includes generic product announcements, award wins with no context, and reposted press releases. The best LinkedIn content for robotics companies answers a question the buyer is already asking, or shows something they have not seen before. It is also worth noting that LinkedIn content and PR work better together than most robotics companies realize. A media placement shared with the right framing on LinkedIn reaches an audience that may never have seen the original article, and executive content that performs well on LinkedIn often surfaces story angles worth pitching to journalists.
5. Websites and Digital Presence
What makes a good robotics company website?
A good robotics company website communicates what the product does, who it is for, and why it is different in the first few seconds. Robotics buyers are technically sophisticated and will leave quickly if the messaging is vague or overly sales-focused. Effective robotics websites include specific product descriptions with technical specifications, clear use cases by industry or application, customer stories or deployment results, and a straightforward path to request a demo or speak with sales. Video demonstrations of the technology in operation are particularly effective. SEO and AEO optimization are increasingly important as buyers begin their research with search engines and AI tools rather than a direct site visit. Dwight & Company conducts website audits for robotics and automation companies as part of our brand and competitive analysis service, reviewing messaging, structure, and digital visibility alongside a review of how key competitors are positioning themselves online.
What is AEO and why does it matter for robotics companies?
AEO stands for answer engine optimization. It is the practice of structuring your website content so that AI-powered platforms, including ChatGPT, Perplexity, Google AI Overviews, and Claude, can find, understand, and cite your content when answering user questions. When a supply chain director asks an AI tool what the best depalletizing robots for food and beverage are, you want your company to appear in the answer. AEO requires clear, specific, well-structured content that directly answers real buyer questions. It also requires consistent information across your website, press coverage, and third-party listings so AI engines trust your brand as a reliable source. This is an area where most robotics companies are significantly behind, and where early investment creates a meaningful competitive advantage.
How is AEO different from SEO?
SEO focuses on ranking your pages in search results so users click through to your site. AEO focuses on getting your content cited inside AI-generated answers, where the user may never click through at all but still hears your company named as the answer. Both matter. SEO drives traffic today. AEO builds brand authority in the AI search environment that is rapidly becoming the default starting point for B2B research. The good news is that the same content investments that improve AEO, including structured FAQ pages, specific and direct answers, and authoritative third-party mentions, also improve traditional SEO performance. For robotics and automation companies, the opportunity is particularly strong right now because very few competitors have invested in AEO yet. The companies that build this visibility early will be significantly harder to displace once AI search behavior becomes the norm.
6. Working with an Agency
How much does it cost to hire a robotics marketing agency?
Robotics marketing agency engagements vary significantly depending on the scope of services and the stage of the company. A full-service retainer covering PR, LinkedIn content, trade show strategy, sales enablement, and website messaging will look different than project-based work such as a one-time brand and competitive analysis, a product launch campaign, or a trade show package. The right question is not what is the cheapest option, but what level of investment is proportionate to the size of the opportunity you are trying to capture. Dwight & Company scopes every engagement based on the specific goals, timeline, and resources of each client. The best starting point is a brand audit, which gives both parties a clear picture of where you stand and what a full engagement would involve before any larger commitment is made. More information on that here.
What should a robotics company look for when hiring a marketing agency?
Look for an agency that already understands your product category and buyer. Ask to see examples of trade media coverage they have secured for robotics or automation clients, and ask which journalists they have relationships with. Find out whether the people pitching your account are the same people doing the work. Ask how they measure success and what reporting looks like. It also matters where the agency is based. A US-based team understands the US robotics buyer, the US trade media landscape, and the commercial dynamics specific to selling automation technology in this market. That context is difficult to replicate from offshore and makes a meaningful difference in the quality of media pitches, content, and sales strategy. The best robotics marketing agencies will ask you hard questions about your differentiation, your buyers, and your competitive landscape before they propose anything. Agencies that pitch a solution before they understand your situation are telling you something about how they work.
When is the right time for a robotics company to hire a marketing agency?
The right time to bring in a marketing agency is usually when the product has demonstrated value with real customers but the company lacks the internal resources or expertise to build a consistent market presence. Common triggers include a funding round, a product launch, an upcoming trade show, or a recognition that competitors are getting coverage and attention that you are not. Earlier is generally better than later. The time to build media relationships and brand recognition is before you urgently need them, not during a product launch or fundraise when there is no runway to develop the story properly. If you are unsure whether the timing is right, having a conversation with us at Dwight & Company will leave you with a clear picture of your current market position and what it would take to strengthen it.
7. About Dwight & Company
What does Dwight & Company do?
Dwight & Company is a specialized marketing and PR agency based in Boston, Massachusetts that works exclusively with robotics and automation companies. Services include trade show strategy and marketing, LinkedIn content, sales enablement, website messaging, brand strategy PR and media relations. Because every client is in the robotics or automation space, the team brings deep domain knowledge to every engagement. There is no ramp-up time spent learning what an end-of-arm tool is or why cycle time matters to a buyer. That knowledge is already there, which means faster execution, more credible content, and better results from day one.
Who does Dwight & Company work with?
Dwight & Company works with robotics and automation companies at various stages, from well-funded startups preparing for their first major trade show to established companies looking to build a more consistent market presence. Clients include companies focused on warehouse automation, collaborative robotics, industrial automation, food and beverage automation, and adjacent categories. Dwight & Company works exclusively within the robotics and automation industry and does not take on clients outside of it. That focus is intentional. It is what allows the team to bring genuine domain expertise, established media relationships, and relevant industry experience to every engagement.
How do I find out if Dwight & Company is a good fit for my company?
The best starting point is a discovery call with the Dwight & Company team. We use that conversation to understand where your company is today, where you are trying to go, and what is standing in the way. From there we give honest recommendations on what we think the right next steps are, whether that is a full retainer engagement, a project-based piece of work, or something else entirely. If Dwight & Company is not the right fit, we will tell you that too and point you in a direction that makes sense for where you are. The goal of that first conversation is to make sure you leave with clarity on your situation and a clear sense of what good looks like, regardless of what you decide to do next. To schedule a discovery call, contact Dwight & Company here.