Messaging in Industrial Automation: From One Engineer to Another

Let’s be honest—most control system engineers I know (myself included) tend to tune out when someone brings up marketing messaging or brand positioning. We’re trained to think in PLC logic, HMI screen layouts, and tag structures—not taglines and sales decks.

But here’s the truth: just like our automation systems rely on structured communication, our solutions rely on messaging in industrial automation to connect with the people who need them.

If you’ve ever said, “But we already do that—why aren’t customers seeing it?” then the issue might not be your tech. It’s the way it’s being communicated.

Solutions rely on messaging in industrial automation to connect with the people who need them

What Is Messaging in Industrial Automation?

We're not talking about MQTT packets or OPC UA nodes (though those are close to our hearts). This is about how we explain the value of our automation solutions to plant managers, operations teams, and other engineers.

Here’s the difference:

❌ “We offer protocol bridging, historian integration, and secure remote access.”

✅ “We help your machines speak the same language, eliminate blind spots, and reduce unplanned downtime.”

That shift is what turns technical specs into a clear value proposition—and makes your system easier to sell, support, and scale.

Why Should Engineers Care About Messaging?

Whether you’re offering SCADA integration, IIoT solutions, or data-driven maintenance platforms, good messaging:

• Shortens the sales cycle

• Improves client onboarding

• Reduces post-deployment confusion

• Builds early trust with decision-makers

• Makes your system’s benefits crystal clear

And no—you don’t have to become a full-time marketer to do this. You just need to translate what your tech does into what the client needs.

Good messaging shortens the sales cycle

From Engineer to Engineer: Say It Like It Matters

Think of messaging like a control loop: when inputs (your message) are clear and well-tuned, the system (your client's decision-making process) performs better.

Engineer to engineer: messaging in industrial automation isn’t fluff—it’s the control logic behind your customer’s "yes."

Bonus Tip: Where to Start

Try this on your next project or pitch:

• What problem are we solving?

• Who feels the pain?

• How do we make life easier?

• What’s the clearest way to say it—without acronyms?

When you answer those, you’re not just building automation systems. You’re building understanding—and that’s what keeps systems running and businesses coming back.