Industrial Marketing and the Future of Additive Manufacturing in Australia

Last week I had the chance to visit MEX Engineering Group and see their additive manufacturing technologies in action.

I expected “3D printing, but shinier.” What I saw was something far more significant – industrial-grade, production-ready processes that can create complex shapes in materials like 316 stainless steel. This is exactly the kind of innovation that proves why industrial marketing matters: without telling these stories, world-class Australian capabilities can stay hidden.

Why industrial marketing matters for Australian manufacturing

Australia’s economy is undiversified and heavily reliant on resources. To build a sustainable future, we need to elevate manufacturing and engineering so we can compete globally. Industrial marketing is about more than generating leads - it’s about shining a spotlight on innovators, amplifying their work, and helping to create the culture of confidence that our industry needs.

That’s why I talk about technologies like additive manufacturing. By telling these stories, I’m doing my part to help elevate the sector, attract investment, and inspire talent into industrial careers.

Additive manufacturing explained

Additive manufacturing (AM) – often described as “industrial 3D printing” – enables:

• Design freedom: Complex geometries, lattice structures, part consolidation.

• Durability: With materials like stainless steel, AM produces production-ready components.

• Faster innovation: Prototyping and spares can be created quickly, cutting downtime.

• Local resilience: Manufacture critical components in Australia, reducing supply chain risk.

Globally, AM is powering aerospace, defence, biomedical and heavy industry. For Australia, it’s a chance to diversify, innovate and build resilience.

MEX Engineering – culture as a competitive edge

What struck me at MEX wasn’t just the tech – it was the culture. Russell and Gail King have built MEX around the principles in Patrick Lencioni’s The Advantage, which argues that culture and organisational health are the ultimate competitive advantage.

At MEX, this shows up daily:

• A positive, forward-thinking culture where people live the company’s values.

• A commitment to empowering Australian engineering companies with world-class technologies.

• A vision that Australian manufacturing should be elevated to compete internationally.

MEX isn’t just adopting additive manufacturing – they’re living out a mission to uplift the entire sector. That’s industrial marketing in action: aligning culture, vision, and technology to tell a bigger story about the future.

We need more of this in Australia

If we want a resilient, sustainable and globally competitive economy, we need more of what MEX is demonstrating – bold adoption of technology, and leaders committed to culture and values.

As a marketer, my role is to help tell these stories. Because when we showcase innovation in Australian manufacturing, we give the industry the recognition, respect and momentum it deserves.