Primary & Industrial
4 industries · 91 businesses scored · Rank 9 of 11
Primary and Industrial ranks eleventh at 62.3, 1.7 points below the national average. This sector covers agriculture, manufacturing, energy and transport, industries where marketing has traditionally been an afterthought. The businesses here sell through relationships, contracts and tenders, not landing pages and Google Ads. The scores reflect that reality.
Brand and Positioning at 65.9 is the sector's strongest dimension, slightly above the national average. This is driven by large incumbents in energy and transport that have decades of brand equity. Conversion Efficiency at 59.4 is the weakest, nearly 4 points below average. These businesses generate leads through trade shows, referrals and industry networks but struggle to convert digital traffic.
The four industries in this sector cluster tightly between 61.3 (Energy) and 63.1 (Transport). There is no standout performer and no dramatic outlier. This is a sector of consistent, modest underperformance, not crisis. The opportunity is that even small improvements compound quickly when the baseline is low and competition for digital attention within these verticals is thin.
All four industries sit within a 1.8-point band (61.3 to 63.1). This is the tightest clustering of any sector, suggesting a shared structural ceiling rather than individual industry problems.
Dimension breakdown
Primary & Industrial leads on Data & Tracking (59.8, +2.2 vs national) and has the most room to move in Conversion Efficiency (59.8, -3.4 vs national).
Industries in Primary & Industrial
Dimension breakdown by industry
Each row is one industry. Each bar shows its score on that dimension. The dashed line marks the sector average.
Does bigger mean better?
Average score by industry and company scale
| Industry | Enterprise | Large | Medium | Small Business |
|---|---|---|---|---|
| Transport & Logistics | 66.4 6 businesses | 70.7 3 businesses | 60.1 3 businesses | 51 3 businesses |
| Agriculture & Agribusiness | — | 72.3 3 businesses | 63.1 4 businesses | 52.8 3 businesses |
| Manufacturing & Industrial | 59.4 6 businesses | 71.6 1 biz | 64.8 3 businesses | 59.3 3 businesses |
| Energy — Retail & Solar | 65 6 businesses | 69.4 1 biz | 58.9 4 businesses | 52 2 businesses |
Inside each industry
Every scored business, grouped by industry. Taller bars mean higher scores.
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What to watch in primary and industrial
Agriculture and Agribusiness at 62.8 is being reshaped by agtech platforms that are creating new digital channels for farm inputs, livestock sales and agronomic advice. The agribusinesses that build direct digital relationships with growers will differentiate from commodity distributors.
Energy retail at 61.3 faces the most disruption. Solar, battery storage and community energy models are fragmenting a market that was previously controlled by a handful of retailers. New entrants are investing in digital acquisition in ways that incumbents have not needed to before.
What the numbers reveal
Based on 91 scored businesses across 4 industries. Updated as new audits complete.
3.9-point gap between Enterprise and Small Business
Enterprise businesses average 57.8. Small Business averages 53.9. Scale creates a 3.9-point advantage in this sector, driven by dedicated marketing teams and infrastructure investment.
ASX-listed companies score 3.6 points lower than unlisted
58 ASX-listed businesses average 57.8 vs 61.4 for 33 unlisted. Being listed does not automatically mean better marketing.
Digital Maturity (65.8) is the sector's edge. Data & Tracking (59.8) is the drag.
A 6-point spread between the strongest and weakest dimensions.
1.2 points below the national average of 63.7
Primary & Industrial ranks 9 of 11 sectors. Trails Technology (65.5) by 3 points. The gap is closeable. These are not structurally weak businesses. They are businesses that have not prioritised digital marketing.
NSW dominates with 27 of 91 businesses
30% of scored businesses in this sector are headquartered in NSW, averaging 61.9. VIC (26), WA (24), QLD (6) follow.
Qantas Airways leads the sector at 82
19.5 points above the sector average. Scores 18.9 points above its own industry (Transport & Logistics). ASX-listed. Enterprise scale, based in NSW.
What people ask about this sector
Top performers in Primary & Industrial
Highest-scoring businesses across all primary & industrial industries
Sector rankings
How does your business compare?
Get your own score across all 6 dimensions, benchmarked against 4 primary & industrial industries and 700+ Australian businesses.