SHAPA Workshop Highlights AI and Digital Trends for Manufacturers

SHAPA’s annual Digital Marketing Workshop returned last week, bringing together 15 delegates from across the membership for a packed day of learning, collaboration and discussion around the rapidly evolving world of digital marketing.

Delivered once again by digital agency Hallam in Nottingham, the workshop explored the latest developments shaping manufacturing and engineering marketing, with sessions covering:

• What’s new in digital marketing
• The rise of Large Language Models (LLMs) and what this means for B2B marketing
• Brand Positioning 101 for Manufacturing
• AI fundamentals

The workshop highlighted how buyer behaviour is continuing to evolve, with increasing emphasis on AI-driven search, content authority, LinkedIn thought leadership and digital visibility. Delegates also explored practical ways manufacturing businesses can strengthen their positioning, improve their digital presence and better connect with modern B2B buyers.

Throughout the day there was strong engagement, lively discussion and valuable knowledge sharing between attendees from a wide range of member companies. The collaborative nature of the workshop once again proved to be one of its greatest strengths.

The feedback received from delegates has been overwhelmingly positive.

One attendee commented: “The presenters all spoke clearly and made us feel at ease. They were friendly and very accommodating to any questions we had.”

Another said: “The presenters were all very engaging on their specialist topics. They made it interactive, and the analogies really helped make it relatable and something that will stick with us.”

Delegates also highlighted the value of networking and peer-to-peer learning throughout the day with one commenting: “There is real value in networking within these groups. The course sets the foundation for really great conversation, and whilst we are all in slightly different companies and roles, it opens up a community to share with and learn from.”

The workshop forms part of SHAPA’s long-running commitment to supporting members with practical, relevant business development and marketing insight. Having run for more than ten years, the workshop continues to evolve each year to reflect the latest trends, technologies and challenges facing the sector.

This year’s sessions placed particular emphasis on AI and digital authority, with discussions around how manufacturing businesses can build trust, visibility and influence online as search and buying behaviour continue to change. Topics included content marketing, SEO, LinkedIn strategy, AI adoption and the growing importance of authoritative digital content in B2B decision-making.

Whether attendees were Marketing Directors, Managing Directors, Sales Engineers or professionals who have simply “ended up with marketing” as part of their role, the workshop was designed to provide practical takeaways for businesses of all sizes and levels of digital maturity.

Plans are already underway for the 2027 workshop, with dates due to be announced in the Autumn.

For more information about SHAPA events and member training opportunities, visit our events page.