We compared 35 machine manufacturers. The difference is not having video, it is cadence.
On 25 September 2026 we compared 20 Italian and 15 Portuguese manufacturers of stone, quarry, crushing and agricultural machinery: YouTube channel, homepage and LinkedIn. The share of companies with an active channel is exactly the same in both countries, 40%. Everything else is different.
The same activity rate, a scale four times larger
In Italy, 8 of the 20 manufacturers published a video in the last year; in Portugal, 6 of 15. A tie. But the 20 Italian channels add up to 2,330 videos and 12.5 million views; the 11 Portuguese channels add up to 568 videos and 2.9 million.
Remove the largest channel on each side, Maschio Gaspardo with 6.5 million and Fravizel with 1.7 million, and the ratio even grows: 6.0 million against 1.2 million. The median views per company are 214 thousand in Italy and 24 thousand in Portugal.
The leading pack publishes at industrial cadence
The difference is not in the majority: 12 Italian manufacturers have not published for more than a year, some since 2018. It is in five companies. Breton, Donatoni and CMS have their 30 most recent videos all published in the last twelve months; Maschio Gaspardo, 29; Pedrini, 16. Donatoni published on 22 September; CMS on the 15th; Breton on the 8th.
In Portugal, no channel reaches 16 videos a year. The closest is Fravizel, with 15, and with an accumulated audience (1.7 million) larger than any Italian stone-machinery manufacturer, including Breton (471 thousand) and Pedrini (963 thousand). CEI by Zipor has 184 videos on its channel, more than Pedrini or Comandulli; it published 7 this year.
On the homepage and on LinkedIn, Portugal is not behind
Nine of the 15 Portuguese homepages have video (60%); in Italy, 10 of 19 (53%). Fravizel, Pulverocha, Joper, Metalomarão and CEI open with video running. On LinkedIn, all seven Portuguese pages with ten or more posts have native video among the last ten (median: 4 in 10); of the thirteen Italian pages, 10 do (median: 3).
Those who publish in Portugal already publish video. What is missing is reach: the median follower count is 1,010 against 2,460, and the top is 13,933 (Galucho) against 42,487 (Maschio Gaspardo), 34,868 (Breton) and 19,231 (CMS).
Why cadence matters
The industrial buyer increasingly decides alone. In a Gartner survey of 632 B2B buyers (2025), 61% prefer a purchase without contact with a sales rep; in the 2026 edition, 67%. Forrester, based on more than 17,000 buyers, ranks social media as the second most relevant source of information. Among the manufacturing marketers surveyed by the Content Marketing Institute, 74% rank video as the most effective format.
And the market where everything is decided is international: Marmomac closed this week with more than 50,000 visitors from 132 countries, 63% from abroad, eight in ten with a direct role in purchasing decisions. Italian stone technologies exported 1,027 million dollars in 2025. A buyer in Riyadh or São Paulo, before asking for a quote, goes to see the machine at work, and finds 30 videos by the Italian competitor published this year.
The exercise takes ten minutes: open your company's channel and count the videos published since September 2025; open LinkedIn and count how many of the last ten posts have video; open the homepage and see whether the machine appears at work before the first click. Then do the same with the Italian competitor you met at the last fair.
| Company | Country | Sector | Videos | Last year | Views |
|---|---|---|---|---|---|
| Breton | IT | pedra | 318 | 30+ | 470.870 |
| CMS (SCM Group) | IT | pedra | 449 | 30+ | 641.377 |
| Donatoni Macchine | IT | pedra | 240 | 30+ | 872.816 |
| Maschio Gaspardo | IT | agrícola | 342 | 29 | 6.506.094 |
| Pedrini | IT | pedra | 121 | 16 | 962.747 |
| Baioni Crushing Plants | IT | britagem | 59 | 4 | 109.049 |
| GMM | IT | pedra | 197 | 1 | 556.845 |
| Bidese (grupo Breton) | IT | pedra | 18 | 1 | 55.620 |
| Prussiani Engineering | IT | pedra | 79 | 0 | 286.506 |
| Comandulli | IT | pedra | 90 | 0 | 142.563 |
| Celli | IT | agrícola | 92 | 0 | 635.309 |
| Alpego | IT | agrícola | 111 | 0 | 505.536 |
| Simec | IT | pedra | 46 | 0 | 91.318 |
| Gaspari Menotti | IT | pedra | 38 | 0 | 78.465 |
| BreviAgri | IT | agrícola | 34 | 0 | 325.261 |
| Pellegrini Meccanica | IT | pedra | 23 | 0 | 132.456 |
| Terzago Macchine | IT | pedra | 23 | 0 | 60.027 |
| CRIFI Crushing Plant | IT | britagem | 26 | 0 | 49.997 |
| Marmo Meccanica | IT | pedra | 19 | 0 | 41.311 |
| OMTrack | IT | britagem | 5 | 0 | 7.142 |
| Fravizel | PT | pedreira e pedra | 54 | 15 | 1.700.568 |
| CEI by Zipor | PT | pedra e jato de água | 184 | 7 | 39.539 |
| Herculano | PT | agrícola e reboques | 85 | 6 | 168.403 |
| Pulverocha | PT | agrícola | 9 | 4 | 1.109 |
| Solancis | PT | pedra natural | 59 | 2 | 24.129 |
| Vinomatos | PT | agrícola | 65 | 1 | 162.717 |
| Galucho | PT | agrícola e reboques | 47 | 0 | 191.796 |
| Joper | PT | agrícola e reboques | 40 | 0 | 486.115 |
| Carfel | PT | máquinas de blocos | 13 | 0 | 132.344 |
| Filstone | PT | pedra natural | 8 | 0 | 758 |
| MVC Portuguese Limestones | PT | pedra natural | 4 | 0 | 22.214 |
| Metalomarão | PT | pedreira e inertes | sem canal | — | — |
| OSM | PT | pedra e perfuração | sem canal | — | — |
| Basreal | PT | reboques | sem canal | — | — |
| Rêgo Lda | PT | máquinas para granito | sem canal | — | — |
Sources
- Gartner, 67 % dos compradores B2B preferem comprar sem vendedor (9/03/2026)
- Forrester, as redes sociais como segunda fonte de informação (27/01/2026)
- Content Marketing Institute, Manufacturing Content Marketing 2025
- Confindustria Marmomacchine, exportações de tecnologias para pedra em 2025
- Marmomac 2026, balanço da 60.ª edição (25/09/2026)
Salvador Reis · Head of ProductionYour meeting and quote are with him.Or just write to us.