The Industrial Marketing Show: Recent Episodes
MJ Peters & Matthew Sciannella
A podcast for marketers in the industrial and manufacturing sector hosted by two marketers who do it every day for industrial companies.
On the last show of the year Mary, Brendon, Peyton and the rest of the Gorilla 76 team answer your questions.
We take questions from industrial marketers on:
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Our favorite digital tools
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Retargeting
UTMs
- AI and a lot more!
This is the audio version of our live web show Industrial Marketing Live. This show happens twice month and it is full of industrial marketers hanging out and discussing a wide range of topics. Go to industrialmarketinglive.com to learn more and register.
Industrial marketers need content to fuel demand generation campaigns. Many of us work on small teams with few resources. In this episode, Mary and Brendon discuss how small teams can become content engines.
∙ Content strategy starts by determining your goal
∙ Creating a content plan - what do we need to create and what mediums to use?
∙ Is recurring content right for you?
Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/Ujm9v_fmGoM
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
James joins Mary and Brendon again to discuss what makes an effective email marketing strategy. James dives deep on writing emails people actually want to read.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
How should manufacturers use email to connect with their customer lists? Are newsletters still worth doing? Our answer might surprise you! Join Mary, Brendon and James as we talk through everything from segmentation strategies and frequency to metrics worth reporting.
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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
What would you do if you could go back in time and back in-house with your current knowledge? That is what Brendon and Mary asked Matt on this episode of The Manufacturing Marketer.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
We welcome IML and Industrial Marketing show veteran and Refine Lab's Director of Demand Gen Matt Sciannella onto the stage to share what he has learned since shifting industries from manufacturing to SaaS.
We'll pick his brain about:
His professional transition to SaaS
A better structure for marketing programs
Reporting and data visualization
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If you enjoyed this conversation, we hope you’ll consider joining Industrial Marketing Live during one of our future sessions! Learn more and register for upcoming events at https://www.industrialmarketinglive.com.
The term "demand generation" can be thrown around as an industry buzzword. In the episode, Mary and Brendon talk about what demand generation actually means for industrial companies.
∙ Defining what results mean
∙ Timeline to marketing ROI
∙ Why results take time
Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/QUe6jdibFXM Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
Hey everyone, Brendon here from Gorilla 76.
The episode you are about to hear is continuing the conversation on customer experience. On this session, Mary, Brendon and Chris Belli from Studio Sciences discuss how to implement a customer experience program at your industrial company.
If you enjoyed this conversation visit industrialmarketinglive.com to get registered for the next event.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
Hey everyone, Brendon here from Gorilla 76.
As you may have heard MJ and Matt are hanging up their microphones and have passed the torch to us.
The episode you are about to hear is from Industrial Marketing Live, a live event we run every two weeks. On this session, Chris Belli from Studio Sciences shares his takeaways on the importance of customer experience and how your brand fits into the big picture.
If you enjoyed this conversation visit industrialmarketinglive.com to get registered for the next event.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
It's the final episode of the Industrial Marketing Show! But fear not - we have a successor. Introducing The Manufacturing Marketer - a new podcast produced for marketers in the manufacturing space - from our friends over at Gorilla 76. For our final episode, we reflect on almost 2.5 years of the industrial marketing show by breaking down a maturity model for industrial marketing. No matter where you are in your journey, we hope you'll be able to spot yourself in this maturity model and come away with some clear next steps you can take. Thanks for 2.5 great years!
Fulcrum is on a mission to change how manufacturing gets done, especially for SMB's. As VP of Marketing at Fulcrum, Nick Wassenberg is encouraging his team to approach this mission through a very particular lens: how might we cater to the early adopters? In this episode, we dive into the mind of an early adopter in the manufacturing world and discuss some of the tactics that have been working for Nick and his team.
In this episode, we break down B2C product pages. But there's a twist: we selected pages for products that have a lot of technical specs. Chances are, if you're an industrial marketer, your product has a lot of specs too. Check out how these B2C companies transform their specs in to compelling product narratives. Maybe you can do the same.
Hey you! Yeah you, marketing manager at that industrial company that's been in business since 1976. When's the last time someone at your company put real thought in to the story you're telling? We're willing to bet it was a long time ago. In this episode, we make the argument for dusting off that origin story and giving it an upgrade. Your sales team will thank you.
MJ + Matt are joined by guest Heikki Tilk, VP of Demand Gen and Marketing Ops at Fractory. Heikki was Fractory's first marketer and a key member of the team, as they grew from $150K to $10M ARR in 3 years. He breaks down the Facebook strategy that powered their early growth, plus traps to avoid when you're propping up demand gen from scratch.
MJ and her team launched a new homepage last week. In this episode, we unpack all the decisions the team made along the way. Starting with positioning and messaging, all the way down to specific choices about copy and creative. Matt and MJ also discuss how companies can decide when it's time for a homepage refresh. Plus common mistakes industrial companies make with their homepages.
E-commerce is still an overlooked play. That may be because there overlooked benefits that extend beyond just the revenue stream. MJ & Matt share insights gained from launching and advising on industrial e-commerce plays in the last 5-7 years.
Matt and MJ are joined by Mary Keough, who - if you haven't noticed - has been lighting up LinkedIn with industrial marketing hot takes lately. We decided to chime in with some hot takes of our own, which made for a fun episode. Do you agree with these hot takes? Give it a listen and let us know.
Setting up your CRM right the first time will save you a lot of headaches down the road. Matt breaks down key areas to pay attention to, as you set up CRM and MJ chimes in with a few observations from the segmentation & product marketing perspective. Later in the show, MJ breaks down messaging pyramids, a useful tool for organizing early messaging and customer research, especially in a new role.
MJ & Matt both started in industrial companies and now work in SaaS (Matt on the agency side & MJ in house at a company that sells SaaS to industrial companies). In this episode, we discuss the pros and cons of being an industrial marketer vs. being a marketer at a SaaS company (or agency). Spoiler alert - both have their advantages. In the second half of the episode, we get tactical, with a deep dive on solutions pages (not product pages, solutions pages!)
In this episode, Matt and MJ lay out what they'd do as a marketing leader, with a $0 annual budget, all the way up to a $10M annual budget. Where do you spend your time? What tools do you have? What channels are you on and how much do you spend? Who is on your team? Have a listen and let us know if you agree with our strategy.
There is so much upside to a solid site nav. Lots of traps too. In this super tactical episode, MJ and Matt break down common site nav mistakes and provide proven approaches to setting up a site nav that works for you. We even throw in some data heavy approaches, for those of you that love the quantitative stuff.
Matthew Sciannella joins Blake Strozyk as a guest on The Marketing Movement podcast from Refine Labs. Blake and Matt, who both have industrial marketing backgrounds AND experience with B2B SaaS, do a deep dive on how to get started with LinkedIn advertising. LinkedIn is a great platform for creating new demand with your target audience. It's a great tactic if you're looking to capture market share or launch a new product. These guys have both managed pretty significant ad budgets, but they've also done a lot with small budgets working directly with B2B manufacturers.
Attribution is full of traps. If you measure the wrong things, you incentivize the wrong marketing tactics. There's lots of talk of attribution in the B2B software world. But what about for industrial companies? Should you measure the same things as a software company? Matt & MJ break down attribution and share tips for measurement and reporting in an industrial context.
Product launches can be tough. There's a lot riding on them. That's why in this episode, we prepare you to navigate your next product launch with grace. Of course, that starts with proper product planning using a process like Stage Gate. But what happens if you inherit a product that's ready to launch and no one has done a business case? It does happen. We talk about traps to avoid in this situation (featuring the worst professional conversation of MJ's career).
When industrial companies hire a Marketing Manager, are they really looking for a Field Marketing Manager? Tradeshows, swag, and collateral are the most asked for marketing deliverables in industrial - there's no denying it. But most industrial companies don't approach these things in a strategic way. That's where a skilled field marketer comes in. MJ & Matt are joined by Nick Bennett - the #1 field marketer on LinkedIn (according to MJ). In this episode, we dive into field marketing - how it's aligned with ABM, how to create a strategy behind it, and best tools for execution.
Click here for 50% off Nick's new course, the The Real ABM Playbook
You know what's great about organic channels? They're free! Kind of. The problem is that a lot of companies fail to make the most of these opportunities. Matt + MJ cover tactical tips and frameworks for getting blogging and organic YouTube right.
As we wrap up 2021, you're probably looking at some 2022 goals. We break down some common approaches to goal setting and performance management. What's an OKR? What's a KPI? When do you use them? How to use them. Plus some random chatter on EOS, the management system used by both of our companies (and many more!)
See you in 2022!
Why don't more companies do customer research? Because it's hard. And nobody teaches you how to do it. Let's change that. MJ and Matt dive into some nitty gritty questions and tactics for customer listening.
Our predictions on SEO, events, martech, demand gen, and e-commerce in the industrial space going into 2022. Plus, how is the role of marketing in industrial companies changing? And what does that mean for hiring and compensation?
In 2014, a few early movers (including some savvy industrial companies) built huge followings on Instagram. When the rest of the pack tried to get in, it was a lot tougher. Is the same thing happening on TikTok in 2021? And if so, how can you be early this time? Todd Clouser is one of the few people that has already gone viral on TikTok on behalf of an industrial company. He joined us to talk about:
- What's the opportunity for industrial companies on TikTok?
- How to get started with TikTok
- Personal pages vs. company pages
- How to leverage the comments
- How to think about TikTok ads and sponsorships
This is a must listen episode if you sell into regulated markets. Matt + MJ are joined by Eve Edwards, Head of Machinery Safety - Europe at Fortress Safety. Eve breaks down the integrated content strategy they're using to dominate LinkedIn organic and win business with dream accounts. Spoiler alert - it all started with paid online training courses. Plus - how Fortress is using LinkedIn polls for good instead of evil.
Eddie Saunders sits with Matt and MJ to talk about his video blog project Flex & Friends and how he is helping bring stories from the machine world into the mainstream on LinkedIn. Eddie talks about where he got the idea for the project, how we sources and makes guests feel as ease, how his company has benefited from the project, and what conversations it's sparked around the machining industry since starting the series.
Matt and MJ talk about starting your content program for zero. The begin by determining what you should audit, how your findings and positioning and segmentation can and should guide your decision-making, mediums that are not worth pursuing at the outset, and content types that are harder now than they were 12 months ago and what you can do about it.
Matt talks with Johanna Lidgren of Kawasaki Robotics to talk about navigating a massive rebrand for Kawasaki. She discusses vetting an agency, what outside perspective gave the company, why they went away from the classic industrial buzzword language, approaching a rebrand as a challenger brand, and making the jump from Marketing Specialist to Marketing Manager.
Matt and MJ discuss the reasons why industrial executives are still not leveraging LinkedIn or other social media channels the way they could. They talk through each of the objections they commonly see, how marketers could work with their executive teams to develop an organic though leadership strategy, and ways to sell the program to the executive level around their selfish benefits.
Matt and MJ touch on classic industrial buzzword traps to avoid at all costs that they see all too often and why they don't resonate with your audience. They then introduce two different use cases: one "bottom up" and one "top down" approach to transform your bland website copy and messaging into something more action-oriented and compelling.
Matt and MJ walkthrough an ideal Google Analytics setup and how to analyze within GA appropriately. They talk about filtering views, goal setup, the Acquisitions menu, connecting other Google products and why it's so important, and how the Multi-Channel Conversions tool is useful for explaining the buyer's journey for your executives.
Matt rides solo this week and recounts his experience at FABTECH in Chicago during last week. He discusses which companies did well, which companies did not, why, and what marketers can learn from trade shows in the post-COVID world in his opinion to thrive with them as part of the marketing mix.
If you want a seat at the table, you need to own a number. Lindsey Ojeda joins us this week to explain her roadmap for working backwards from a number to the plan. We talk hiring, channel strategy, sales alignment, and when to take an "L." Lindsey is the Director of Marketing at Maysteel Industries.
Matt and MJ talk about marketing programs that have continuously disappointed for them and explain why they are breaking up with them forever (and you should, too). They then give alternatives to each of their break-up candidates for a more impactful use of your time and budget.
Matt and MJ walkthrough YouTube Ads soup to nuts. They cover targeting principles, budgeting, how to vary your ad groups to maximize coverage, and the easy traps to avoid around demographic and channel targeting. They also discuss making the YouTube Ads case to leadership and the kind of content that is impactful when using YouTube ads.
Matt and MJ discuss job interviews for positions they interviewed for and for people they interviewed to joined their team. They talk about key questions to expect, how to answer, and questions YOU should have prepared to ask the interview team to make sure it's a good fit for you. They also discuss how to approach interviews and job pursuits when jumping from industrial to SaaS.
Matt and MJ discuss key terms and topics that will interest your leadership when talking your marketing program. In particular the go into aspects of revenue, cash, margins, inventory, and customer insights. They also touch on how to frame these topics within your marketing program to impact these key variables and how to talk about marketing's impact on these.
Matt and MJ discuss the ideal marketing department and “draft” their first, second, and third hires. They also discuss how the approach changes if Product fell under marketing or if marketing was a separate department entirely. They also talk about the pros and cons of outsourcing functions like content, ops, and demand gen instead of hiring and developing in-house.
Matt talks personal brand building on LinkedIn with Tara Horstmeyer, formerly of Gravy and currently the founder of Happy Words. Tara talks about her 3-step framework to building confidence with LinkedIn, her six step framework for LinkedIn posts, and how you can create following and community without having a “leadership” position within your company. Tara also talks about traps to avoid and the patience it takes to build something for yourself on LinkedIn and what realistic expectations should be.
Follow Tara on LinkedIn here.
Matt and MJ talk about running LinkedIn Ads for manufacturing companies. They discuss overarching strategies, targeting fragmented audiences, ad delivery best practices, measurement & analysis, and the best ways to work with small budgets.
James Laurain joins Matt and MJ to discuss how to flip the product page on it's head. He discusses how to approach the product page like a sales letter, an ideal framework to writing a sales page, why industrial companies are so obsessed with features (and why that's wrong), writing about benefits and making them stand out, and how to inject humor and pattern disruption into your copywriting.
Follow James on LinkedIn here.
We champion pipeline and revenue all day, but we also know those things take serious time to produce. So, what should you be looking at and caring about on the road to revenue? Matt and MJ breakdown those leading metrics you ought to be following depending on your marketing mix and how to assess progress.
Aaron Weekes of Gorilla 76 drops by the show to talk with Matt and MJ about Google Ads. He starts with a beginner's approach to Google Ads for manufacturers, including proper conversion setup, keyword research, and campaign setup. He then dives into best practices around page experience, testing, and measurement and analysis before detailing traps to avoid in your Google Ads to make sure your campaigns are oriented towards revenue and demand gen.
Ashley Guttuso, Director of Marketing at Simple Focus, joins Matt and MJ to talk the newsletter in industrial marketing. She discusses best practices when launching a newsletter program, expectations, the traps you MUST avoid for an effective newsletter, and the pros and cons between curating and creating your newsletter. She also discusses KPIs around newsletters and selling the newsletter to your executives as a content play when they may be skeptical.
Matt and MJ debate whether you should prioritize quality or quantity in your content program and make the case for each. They discuss when in your content program you should emphasize quantity and why, how to get the best of both worlds, and quick hacks to accelerate production while assuring yourself of quality.
This episode is for anyone that's ready to take their marketing to the next level but doesn't know how to get buy in for a bigger investment. You want tools, you want tech, you want to be able to do more than what you can do today. MJ & Matt share their experience selling that kind of investment internally at industrial companies. Plus, our guest Carl Ferreira, Account Exec at HubSpot, shares pro tips he's picked up from selling marketing automation and CRM to manufacturers all across the central Pennsylvania region. We hope this episode sets you up to get exec buy in for whatever you're selling internally.
Rebecca Hardisty of Camlock Systems Ltd. talks with Matt and MJ about interviewing engineers. She touches on finding the subject matter champion with your industry, unlocking their expertise into content that's consumable, and how to get traction when you run into serious internal roadblocks. Matt and MJ also recall their own experiences doing the same and tips you can use to get started or accelerate.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
John Weiler of Path Robotics joins Matt and MJ to talk about how Path Robotics uses the SDR function. He discusses tech stack, cold prospecting engineers, prospecting sequences, setting up his team for success, why not focusing on features and benefits is leading them to win, and how industrial companies can do without a technical SDR and achieve major success. He also talks about his winding road from college dropout and entrepreneur to first time sales leader at a manufacturing company with no manufacturing experience.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Paul Kiesche returns to the show to talk about buyer experiences on industrial websites. He talks about where to prioritize your efforts, the mistakes he sees all the time, how to think about your calls to action and conversion paths, and crafting an experience that works even if you serve a multitude of industries.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Matt and MJ dissect FANUC's Facebook Ads strategy and what other manufacturing companies can learn from it. They also provide suggestions on ways FANUC could improve their ad execution, what they do especially well, and how they think FANUC makes this execution cost effective on top of profitable. Follow along by viewing FANUC's Facebook Ads Library here.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Matt and MJ discuss the unit economics in the manufacturing sector and how understanding them from a marketing context can influence decision making. They talk recurring revenue, residual revenue, CapEx, OpEx, and margins, and how each impact how you can go to market. They also give tips on how to best acquire that information to get a holistic view of the business cost drivers and where marketing fits in.
Matt and MJ discuss SEO strategies for industrial companies using the hub and spoke model. They also tell you why you shouldn't get too concerned with the technical aspects of SEO and easy places to find content that will probably perform well that are probably right under your nose. They also discuss Rand Fishkin's growth hacks excerpt from Lost and Founder and talk about why your content likely isn't resonating based on a recent Rand Twitter post.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Jason Becker joins Matt and MJ to discuss the development process of becoming a subject matter expert in his space, how to do industrial influencer marketing effectively, and debunks the myth of if blue collar consumers actually listen to podcasts.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Jelle Schut, Content and SEO Lead at ERIKS, talks about starting at a large global industrial product and service provider in the midst of a pandemic, how the company shifted to a digital inbound model, and what the marketing team prioritized at the outset of that shift to accelerate adoption and enthusiasm among the sales team.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Matt and MJ discuss a LinkedIn poll from MJ about whether ABM is a strategy or tactic and how ABM fits (and doesn't fit) into an industrial marketing program. They also walkthrough when ABM is probably right for you, and when ABM is not a good idea at all based on the dynamics of your company. They also discuss the concept of repositioning as you move from a niche to a broader market based on on excerpt from April Dunford's Obviously Awesome.
The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.
Join us for the 1 year anniversary of the Industrial Marketing Show! On episode 52, we welcome Dan Friedman, the VP of Marketing at Eagle Crusher. We explored their recent implementation of BAM! Sales for managing distributor and sales enablement material. For Eagle Crusher, getting the right product information to their customers is critical. How did they select a platform to help get the job done? And what was the implementation like? Can you really align sales and marketing on the same tool? Stream the episode to find out.
BAM! Sales: https://bamsales.io/
Eagle Crusher: https://eaglecrusher.com/
MJ is joined by Daniel Elizalde, an IoT Product Coach and lecturer at Stanford University. Daniel shares some of his experience launching IoT products, including an energy storage product with a two sided marketplace. We discuss the role of business models, how to get customer sensing right, and why some companies kill products even after acquiring 10 paid customers.
Matt and MJ walk through the About Us page for Halma plc and dissect it section by section. What's good, what can be better, and where they really resonate with a reader who's looking at them for the first time. Then Matt and MJ offer up suggestions for how you can better utilize your About Us page and why it's more important than ever today based on both data and the current state of the industrial buyer.
Matt and MJ go deep into a plasma cutting table unboxing for Banks Power and why it's so effective (hint: storytelling). They also cover their favorite LinkedIn posts from Brooklin Nash and Maya Grossman, and cover excerpts from The Immutable Laws of Marketing and Turning the Flywheel.
Banks Power Unboxing Video: https://www.youtube.com/watch?v=bUXBIMsg-2Y
Matt and MJ discuss metrics they use and rely on to gauge the effectiveness of their marketing programs, where to prioritize to your leadership, friction points you probably have everywhere in your marketing program that you can fix immediately, and two book excerpts from The First 90 Days and Extreme Ownership
MJ and Matt talk about taking some actionable steps off your website data - including heatmaps and search bar data. MJ recounts a recent story where she was able to increase click-throughs on her homepage by 500%, and Matt recounts how he used search bar data to identify a major need for his website and how it helped bottom funnel SEO immensely.
When we saw Henry Peck helped orchestrate a ~50,000 person Clubhouse community in the MedTech space we had to have him on to talk about it. And boy, does Henry nail it. Henry talks reducing friction in creating Clubhouse events, why engineers and technology professionals are drawn to Clubhouse, how it will affect the conference space moving forward, winning formats, and navigating the big brand traps of being active in a nascent social media platform.
Matt and MJ discuss expectation setting and managing up to your executive team when setting off ambitious new marketing strategy. They also discuss whether Clubhouse has any relevance in the manufacturing space (hint, it does) and roll off excerpts from Building a Storybrand and Obviously Awesome they find useful for positioning your product in the market.
Adam Barber, CEO of Tamarindo Group, joins Matt and MJ and discuss building a PR and media machine from a niche industry - wind energy financing. Adam discusses his journey building Tamarindo, why PR is an underutilized content and marketing tactic for industrial companies, and explains how taking a non-scalable approach brought him credibility and authority that would have never materialized otherwise - and how you can, too.
Matt and MJ compare the virtual experiences of Praxair and DMG MORI and what can be learned from two different approaches to trying to virutalize the consumer experience for an industrial brand. They also go over a LinkedIn post from Ben Goodey on SEO that caught MJ's eye, and detail a favorite excerpt from Rand Fishkin's Lost and Founder that Industrial Marketers can take in their approach to their careers.
Matt and MJ dissect AXON's Taser 7 product page and overall website experience in a new episode format. They cover website features, navigation, and how their eStore undermines the rest of their site experience. They also call out their two favorite LinkedIn posts of the week and what's been on their mind from the books they're currently reading.
Tony Gunn drops in and talks with Matt and MJ about empathy, thinking outside the box, and understanding the man jobs of your customer.
Chris Luecke from the Manufacturing Happy Hour drops by to talk with Matt and MJ about podcasting in the industrial space and how we was able to create one of the most influential podcasts in manufacturing. He talks content approach, starting small and scaling, how his marketing team took a hands off approach, and making more entertaining content in a vertical that is begging for more creativity.
Matt and MJ ring in the new year (sorry) by wondering aloud if some of the hallmarks of industrial marketing will fall by the wayside after industrial companies proved they could survive without them in 2020. Among the topics they talk about include if trade shows will "come back", why haven't industrial companies been able to build successful communities (and does that change this year), and if the "demand gen" approach to marketing breaks through in manufacturing, and if you can successfully do demand gen on a limited budget.
Mike K. Tatum joins Matt and MJ to dive deep into lead nurturing tactics. Mike breaks down how to get your first nurture started, the smart way to build your lead nurture out (hint: you're overcomplicating it), useful vs. useless touches, and how to map an effective nurture to your sales cycle. He also details the business impact of lead nurturing, including how he used nurture campaign to increase new customer acquisition by over 700%.
Dave Karr joins MJ and Matt to talk his career journey and advising industrial marketers on sales enablement and executive buy-in. Dave recounts his transition from sales at GE to overhauling the marketing program at regional juggernaut Mayer Electric, and then making the switch to nimble SaaS startup Klyck. He also talks professional development, owning the voice of customer, and casting vision in the key areas within an organization.
Jen Hartmann, Director of Social Media and Public Relations for John Deere, joins Matt & MJ to discuss John Deere's approach to social media and public relations and how they play offense and defense using both programs. She discusses cultivating media relationships, structuring your social media strategy around active listening, organic vs. paid social activities, and how John Deere activates (and observes) their users across channels.
Imagine you just started at a new company. You own the marketing department. And the company is wanting to launch a completely new category with you at the helm – going to the same audience they’ve relied upon for so long. So, where the heck do you start?
MJ and Matt welcomed Dan Richards of Xometry on the show to talk about that exact scenario. Dan discusses positioning, tactics, promotional considerations, organizing the team, and what he would do differently if could wave a magic wand and do it all over again.
Matt and MJ talk marketing tech for the industrial space. What do you need and what’s not worth it? Is a tool like HubSpot even necessary for you? And what do you have to do to build the case for it?
They also discuss other tools they use, like, and don’t like for SEO, copy, audience intelligence, design, video, social media, and website analytics.
If you’re evaluating tools or looking for ways to improve on your processes and insights, this is a must listen episode.
NOTE: We're taking off for Thanksgiving, and will return with a new show December 2nd.
Case studies and marketers in the manufacturing space have a love/hate relationship. We love to get them, but too often find ourselves not in love with the end result.
But what if the success of your case study had more to do with preparation than the actual interview?
Matt and MJ talked with Joel Klettke, who outlines an absolutely masterful method for designing the perfect industrial case study. He walks through identifying candidates to designing the right questions to the proper Case Study format and finally proves that you can even make an impactful Case Study from the dreaded "anonymous" customer.
This is 41 minutes of pure gold. Grab your notebook.
Matt and MJ discuss the Keystone Content strategy, otherwise known as Content Pillaring, and the different ways to execute using webinars, podcast, or video. They talk about the best ways to execute it start to finish, how it lessens your subject matter experts time while multiplying their influence, and how it allows for you to waterfall long form content into micro-content formatted for the channel to drive brand awareness.
Michelle Raymond, CEO of Good Trading Co., talks about her early adoption of LinkedIn 5 years ago in the manufacturing space. She describes how value-based thought leadership grew her network and her quota, how she transferred that practice from the chemicals industry to industrial safety, and what her current clients in the industrial industry are doing now to use LinkedIn to drive successful business results.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Jake Hall, known as the "The Manufacturing Millennial", joins MJ and Matt to discuss growing his network from 1,000 to 10,000 LinkedIn connections and it's impact to his personal and professional development.
Jake talks about how he's repurposed old content in a branded, episodic series, what industrial companies are missing when it comes to building audience & it's impact to business, how industrial companies can attract young up and coming talent, and where he's hoping to take his movement in the future.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Matt and MJ talk with Dave Loomis about the Outcome-driven Innovation approach. Dave talks about how to apply this principle in your industrial organization, what outcome-driven innovation is, common traps to avoid, and details the approach through several use cases he's used in his career for industrial product companies to innovate their product and dominate their market.
Dave also discusses his new book, "Marketing is Everything We Do - How Serving Others Brings Success in Business and in Life" due out in December.
MJ and Matt ride without a guest to talk about their combined lessons from doing 5 website overhauls in their. career. They discuss positioning, ecommerce in the industrial space, copywriting, conversion paths, and more. They also talk about ways to increase conversions on your industrial website and the most effective ways to write for and to your audience.
Chris Bliven of Fronius drops in to chat with Matt about his personal YouTube channel milkycereal83.
Matt and Chris discuss how Chris leverages his personal YouTube channels to help create brand awareness, help with his dealer partnerships, and creates a grassroots level affinity for his company.
He also talks about how his global industrial company responded, and why more Salespeople don't do more marketing activities to help their careers.
Chris also gives some great tips on how he comes up with a tracks ideas, how he films and edits, and what his creation process is like.
Kahlid Saleh, CEO of Invesp, drops by the show to talk with Matt and Korina about Conversion Rate Optimization for B2B companies. Khalid discusses the importance of testing BIG ideas, common A/B testing mistakes, the myth of growth hacking, and "settles" the debate of chat bots vs. forms.
Matthew and MJ chat with Maja Foster about creating marketing and sales alignment. Maja talks about building trust between the two teams, how to set expectations properly between the two departments, and unconventional campaigns she's ran where she sought sales feedback before executing - and the results that followed.
Gavin Hodgins is a CEO that believes in marketing, but it hasn't always been that way. He tells us about how an early experience getting messaging right (and subsequently closing a lot of sales) changed his perspective forever. That led him to invest more money in a website overhaul than his entire marketing budget from the prior year. Since then, marketing has enabled FloatPac to change their business model, increasing profitability and bringing them closer to their customers. Plus - the crazy story of how FloatPac started making masks during COVID-19. They ended up on the local news, 100K visitors crashed their website - and the rest is history!
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
In this episode, we go inside Bosch's transformation from product focused to customer focused, five years in the making. How did the organization change its structure, processes, and goals to prioritize customer needs? It was no easy feat for this industrial giant with a market cap over $300B. Ivan Paredes, Head of Product Marketing for Latin America, has been with the company throughout. He shares the challenges and wins, emphasizing the company's change in perspective and how they achieved buy in at scale.
Matt and MJ go no guest and talk about the evolution of their content approach from the beginning of their careers to today.
They talk SEO, Paid Media, leveraging subject matter experts, writing for consumption, and where they think the biggest bets are to be made in industrial content going forward.
Face it, most marketers in the industrial sector work under sales. So if you are one of those companies with that structure, how do you make a successful hire who owns the department? Larry Cassesa, Director of Sales for ABICOR BINZEL, describes making that first marketing hiring, what qualities to look for, and how the stage of your business should impact your thinking.
Kim Herrington, Creative Director and Founder of Orsanna, breaks down how Big John Tree Spades grew their organic search traffic +392%, powering sales growth even in the midst of COVID-19. This is a deep dive into SEO audits, content creation, content optimization, and building back links. But don't worry, we skipped the jargon and went straight to the facts.
Ashley Levesque, Senior Marketing Manager for Soft Robotics, joins MJ and Matt to talk about being a challenger brand, using humor in your marketing, differentiating yourself from the status quo, and how she built a startup industrial marketing program from the ground up - without a marketing background.
When COVID-19 started really impacting manufacturing businesses, Fortress Interlocks was ready to rise to the challenge. In just 3 days, they completely re-positioned their product offering as an automated solution for checking employee temperatures. They created the messaging, built a website, and started promoting their solutions. In the weeks since, they have achieved over 100% ROI on their initial investment and started selling to several key accounts they previously had no relationship with. Learn how they pulled it all off in this episode with Rob Stark - President of Fortress USA and former Director of Product Management.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
John Clifford is the CEO & Co Founder of smart buildings startup learnd. Prior to founding his company, John held senior positions at Halma, relayr, and Cisco. In this episode, John explains how industrial companies can evaluate digital disruption and digital business opportunities in their markets. For marketers, we talk about the key skills you need to build now to become a driver of digital innovation in your company.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
We got back to back on Todd with Todd Hockenberry of Top Line Results. Todd details his beginning in Inbound Marketing and Sales - before the term was even known - and explains how to build an Inbound culture at your industrial company through transparency, vulnerability, and a holistic strategy.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Todd Clouser of Weld.com joins Matt and MJ to share how he started Weld.com from an early 90s internet domain snap up without a direction to the world's most frequented welding YouTube channel, with more than half a million subscribers.
Todd talks about the early days of Weld.com, how changing from short to long-form content became a turning point in the channel, ways to monetize without selling your soul, and how to do industrial affiliate marketing in a way that elevates your brand.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Anibal Sepulveda of Hypertherm joins Matt and MJ to talk about product launches. In the pod, Anibal goes over the planning timeline, how they divvy up marketing manpower to push and pull the product, how they measure (and counter measure) success, and why they don't use artificial milestones like industry trade shows to rush or delay product launches into the market.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Paul Kiesche of Aviate Creative stops by the show to walk with MJ and Matt about crafting a message and a position for your industrial company that stand out for your competitors. They discuss the silo effect, why the best results are made with the fewest people, and discuss common messages used by industrial companies and how to differentiate around them. They also talk whether Made in America works and who it's a good fit for.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Karim Bouras, Co-founder of the Nile Agency, talks industrial marketing in the European market with MJ and Matt. Karim discusses the learning curve of the European industrial market when it comes to Inbound Marketing, where the Opportunities are strong (hint: email), and how to get Managing Directors at industrial companies in Europe bought in to the new digital marketing landscape.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Daniel Englebretson, Co-founder of Khronos, stops by to talk with MJ and Matt all things Account Based Marketing. We chat about how Daniel executed ABM at scale for Medical Device giant Danaher, how to execute ABM at your own company step by step, whether ABM is a good fit for your company, and if it's feasible to do ABM concurrently with a traditional Inbound Marketing approach for an industrial company.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Selim Maalouf so badly thought his company Technica International needed a marketing infusion he literally left it to learn the ropes at another company and came back. From there, he got his chance to start his own marketing department at a company that for 38 years had none. And that's when the process of building from zero began. Selim joins Matt and MJ to talk about the journey of starting marketing at an industrial company that never had one, how he had to prioritize in the face of reality, and how far he was able to take an industrial company's marketing engine with practically no budget.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Graham Immerman joined Machine Metrics in early 2017. The founders had a vision to become the Apple of Manufacturing, but their brand didn't yet fit their aspirations. In this episode, we dive into how Graham took Machine Metric's marketing to the next level in spite of having a very small team. Topics include: marketing a tech solution in manufacturing, data-driven content strategy, the importance of the pivot (especially in uncertain times), and the future of IoT in the industrial sector.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Winston Henderson, the Content Marketing Guy, talks with Matt and MJ on his content marketing framework, where marketers go wrong on their content strategy, standing out from your competitors in the industrial space, and why taking a stand is better than being perfect.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Matt and MJ talk with Korina Edwards, Director of Demand Generation at Right Weigh, on navigating the dealer relationship at an industrial company.
Korina talks about marketing to the end user, building a community around your industrial brand, eCommerce and how to navigate that choice with dealer networks, and how going direct opens up new Sales channels.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Matt and MJ talk with Henry Langston, Chief Commercial Officer at Ocean Insight, about executing a brand overhaul at your industrial company.
We talk with Henry about where the best place to focus your energy is, why alignment is key and how to get it, accommodating diverse opinions and feedback, and how making tough decision like changing agencies are necessary to get a lasting result.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
MJ and Matt talk with Sofia Nordenstam on her experiences with webinars, best practices, promotional strategies, and setting up your first (or second, or third) webinar up for success.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Joe Sullivan of Gorilla 76 drops by the show to talk with Matt and MJ about how he became an industrial-focused marketing agency, how industrial consumers have changed the way industrial companies need to market, his approach to an effective marketing strategy for industrial companies, and touching on content taboos like Price.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Matt and MJ talk with Aaron Haynes, Global Product Manager for Manitou Heavy Equipment, on Voice of Customer programs for industrial companies.
Aaron breaks down tactics for getting the right results, how to utilize 'The Council' to get an effective VOC program on both sides, and where most industrial companies fall short when it comes to effectively implementing VOC across the organization.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
In our first guest episode, we talk with Devon McCarty, Senior Videographer at Mazzella Companies.
Devon talks about getting subject matter participation, why he fired himself from video, tactics for positioning your YouTube channel, starting out if you're in the beginning stages, and building a business case for your President.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app
Welcome to the Industrial Marketer Podcast! A podcast for marketers and by marketers in the Industrial and Manufacturing space.
This episode introduces the hosts, Matt and MJ, details their individual journeys through the marketing profession, outlines the hopes and dreams (yes, we have dreams!) of the podcast, and gives you the lowdown on how to get in touch.
This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app