March 14, 2025
Almost half of manufacturers worldwide say technological innovation is critical to their future success (Statista). The same number, however, say they’re worried about the risks of adopting new technology (PwC).
It’s a long-standing paradox in manufacturing: everyone agrees innovation is essential, but fear of risk keeps many companies doing things the same way.
As marketers working in the manufacturing sector every day, we see the same pattern repeat itself. The hesitation usually comes down to a few predictable issues — ROI, clarity, skills, security, and cost.
Let’s break them down.
More than half of manufacturing executives (57%, Accenture) say uncertainty about return on investment is their main barrier to adopting new tech.
And it’s easy to see why. Most new systems promise efficiency, but few can show results quickly enough to justify the spend.
That’s why we’ve designed MarTech3D | Engine to deliver fast, measurable ROI. Manufacturers using our platform typically see results within weeks — from 32% more live leads to 50% lower trade show costs and shorter sales cycles overall.
It’s proof that digital doesn’t have to be slow to pay off.
According to Accenture, 53% of manufacturers say the biggest blocker to new technology is not having a clear business case.
But the data on digital transformation speaks for itself:
The same logic applies beyond the factory floor. Buyers now expect sustainability, interactivity, and precision — things that old-school brochures and trade show stands can’t deliver.
Using 3D product models, internal views, and AR product viewers through MarTech3D | Engine helps manufacturers modernise marketing and cut waste, without changing how they sell.
53% of manufacturing leaders worry their teams can’t use new technology effectively (McKinsey).
That’s valid — many digital tools demand complex training.
But manufacturing marketers don’t need more software to learn; they need tools that work straight away.
That’s why MarTech3D | Engine is built to be simple. Teams manage all their 3D content from one central portal, make updates in a few clicks, and track engagement with built-in analytics.
No specialist skills. No lengthy onboarding. Just usable tech.
Around one in three manufacturing CFOs say cyber risk is a key reason for tech hesitation (BDO).
We take that seriously. MarTech3D | Engine operates with full SSL certification, GDPR compliance, and secure endpoints for data transfer — meaning your marketing content stays safe, both legally and technically.
31% of manufacturing executives** admit they have no clear digital strategy (Deloitte).**
That’s often because “digital transformation” sounds huge. But it doesn’t have to be.
According to PwC, the top-performing digital leaders — called Transcenders — define digital not as a department, but as a mindset: constant improvement across every part of the business.
For most manufacturers, the easiest starting point is in sales and marketing, where results are visible and measurable.
Introducing 3D technology for product visuals, AR experiences, or interactive demos is often the simplest first step toward becoming a “Transcender.”
42% of manufacturers cite cost as their main barrier to adopting new technology (PwC).
That’s why we’ve kept our model simple: an annual licence that often pays for itself many times over. On average, a single sale through MarTech3D | Engine can cover five years of subscription costs.
For a sector that values proof over promises, that kind of return speaks for itself.
Manufacturers know they need to modernise — but fear of risk, complexity, and cost keeps too many from acting.
The truth is, innovation doesn’t have to be risky.
Platforms like MarTech3D | Engine make it practical and measurable, helping manufacturers adopt 3D technology safely, show ROI clearly, and finally move past the hesitation that holds so many back.
.jpeg)
