Data Takes Center Stage at Annual Equipment Conference

R+K take-aways from Association of Equipment Manufacturers Conference

Last month we attended the Association of Equipment Manufacturers (AEM) annual conference in Phoenix. It was one of our first trade shows since the COVID shutdown last year, and we were eager to hear directly from manufacturers about how they were faring amid an equipment boom and rising forecasts, as well as industry supply chain challenges.

If not equipment manufacturers themselves, many of our clients touch the industry in some way, so we’ve summarized the top trends and take-aways for those who weren’t able to attend.

Putting Data to Work

Data is hardly a new trend in the equipment space, but as data capture becomes the norm, equipment manufacturers are prioritizing how to help their customers benefit from the wealth of information it provides. Customers want to know what data they should act on and which is more critical to creating efficiencies.

Marketers Navigate Supply Hurdles

COVID-19 shutdowns and container and worker shortages have led to widespread supply chain backlogs that do not discriminate by industry. Equipment marketers, specifically, are experimenting with creative solutions such as extending promotional harvest pricing through 2022 when products will be available, and new promotions to help offset the delays. Other equipment brands are investigating alternative shipping options to deal with the supply chain bottleneck.


Equipment manufacturers expect two major technological transformations to continue shaping the ag sector: connectivity challenges and 5G improvements. Broadband connectivity is essential for customers who want to take full advantage of the many new tech advances, so many companies are prioritizing identifying solutions to bring it to more communities.

It is always inspiring to hear from and engage directly with leaders in the industries we serve. As Pathfinders, we’re always looking for new ways to help our clients overcome challenges. We look forward to continuing to work with AEM and using these insights to help brands reach their marketing destinations.

AEM recently announced the 2022 AEM Annual Conference, which will be held in Napa, California. And don’t miss the results of their latest Construction and Ag Economic Outlook survey, available here:

If you’re an equipment manufacturer or marketer and want to connect about the latest industry trends and opportunities, please contact our Business Development Director Gino Tomaro at You can also visit for more on our deep experience in the category.

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