Mo Farrokhi, PhD is the Founder and President of AXXEN, a Calgary-based industrial marketing agency specializing in B2B demand generation, brand positioning, and AI automation for manufacturing, industrial, and technology companies.
An Engineer with an MBA and a PhD in Marketing, Mo possesses the unique ability to translate complex technical specifications into high-leverage commercial narratives. Before founding AXXEN, he served as VP of Marketing & Product for a TSX-listed clean-tech company. During his tenure, he engineered go-to-market systems for global industrial products, helping the organization scale from 20 to 200+ employees and raise over $100 million in capital.
He founded AXXEN to bring public-company rigour to industrial organizations that have outgrown ad-hoc marketing. AXXEN operates on a lean, high-impact model, deploying a trusted network of senior specialists only when a project demands it, ensuring clients invest in results, not agency overhead.
In addition to his consultancy, Mo is a Marketing Professor at Mount Royal University, where he teaches digital marketing, strategy, and branding. His work bridges the gap between marketing science and industrial application, helping technical founders and CTOs build investable brands and scalable revenue engines.
How industrial companies get returns from trade shows: the three stages of show performance, what to do before, during and after, and fixing lead follow-up.
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Thought leadership is actionable knowledge from a trusted source. What it means in B2B, what research says it does, and how industrial firms build it.
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What research shows makes B2B content marketing work for industrial and manufacturing companies, the content types buyers use, and an 8-step strategy.
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How value-based and cost-based pricing differ, what research says about each in industrial markets, and how to move from cost-plus to value-based pricing.
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B2B branding lowers the risk industrial buyers feel. What research shows about when brands matter, what builds them, and a 7-step plan for manufacturers.
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Industrial buyers trust other customers more than supplier claims. What research shows about references and case studies, and how to build a program.
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Industrial purchases are decided by a group called the buying center. Who is in it, how it is changing, and how to map it for your own deals.
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Research identifies three kinds of B2B value propositions and recommends one. How industrial companies build a resonating focus, with a worksheet.
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What research shows makes a B2B website effective for engineers and industrial buyers, plus a page-by-page checklist for manufacturers.
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How manufacturers get found by engineers and buyers in Google and AI answers, based on research into B2B websites and generative search.
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Industrial marketing is the marketing of products and services to organizations that make, run or maintain things. Definition, examples and B2B differences.
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Industrial purchases are made by groups, researched online and decided over months. What research shows about the B2B buying process, and what to do.
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How to build a B2B marketing strategy for an industrial or technology company, step by step, based on research into how industrial buyers decide.
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Engineers don't hate marketing; they hate bad data. Learn to create high-fidelity technical content that respects buyer intelligence and eliminates skepticism.
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Strong branding isn't vanity; it’s risk management. Utilize Signaling Theory to reduce investor anxiety and command higher valuation multiples for your industrial firm.
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In the industrial and manufacturing sectors, Marketing is often relegated to the income statement as a fluctuating expense, a "cost center".
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