For the first time, we're publishing real data on how heavy equipment dealers and OEM marketing leaders allocate budgets, which channels are delivering results, and where the industry is headed.
200+ practitioners. Anonymous data. Free report for everyone who participates.
Independent research — not sponsored by or affiliated with any equipment manufacturer, dealer group, or vendor.
Five minutes of your time earns you access to the only benchmark data that exists specifically for this role. No generic marketing stats. No enterprise SaaS vendor surveys. Just your peers.
When your GM asks why you're spending $80K at CONEXPO, now you have an answer backed by what similarly-sized dealer networks are doing.
Where are peer dealers planning to increase spend next year? What channels are being cut? You'll know before your competitors do.
Is $200 per qualified lead good or bad for this industry? For the first time, you'll have actual benchmark data to compare against — broken out by channel and company size.
15 questions. Anonymous and aggregated — individual responses are never shared or sold. The report is free to everyone who participates.
Built from practitioner survey data combined with public market analysis — rate cards, show floor data, digital ad library scans, and the first-ever industry maturity index.
Rate card comparison across Equipment World, Construction Equipment Guide, For Construction Pros, Roads & Bridges, and Diesel Progress — plus inferred ad spend from real trade pub issues.
Fully-loaded cost models for CONEXPO and AED Summit by booth size — including setup, graphics, staffing, and travel.
Facebook and LinkedIn ad library analysis: who's running ads, what formats, and how long. Plus a Digital Maturity Index across 50 dealers.
Channel budget allocation split by dealer vs. OEM and company size. Cost-per-lead by channel, ranked. The misalignment finding — where budget goes vs. where ROI actually comes from.
Marketing team size by company size, in-house vs. agency breakdown, and how the function differs between dealers and OEMs.
Best ROI channel ranked, biggest marketing challenges, planned investment increases, and the confidence index — how many practitioners believe their current mix is optimized.
Where dealers and OEMs actually sit on the journey from spreadsheets and relationships to demand intelligence — CRM adoption, lead response times, buyer visibility, and the gap between Level 1 and Level 2 operations.
Drop your email and we'll send you the full report the day it goes live — before it's publicly available. No newsletter. One email with your report.
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The 2026 IronBenchmark Report combines primary survey data with secondary analysis of publicly available market information. All survey responses are anonymized and aggregated — no individual or company-level data is ever disclosed.
Independent Research
IronBenchmark is an independent annual research project, not sponsored by or affiliated with any equipment manufacturer, dealer group, or industry vendor. It is published to give heavy equipment marketing leaders access to peer benchmark data that doesn't exist anywhere else. All survey responses are anonymized and aggregated — individual data is never shared, sold, or used for sales targeting of any kind.