Explorez tous les épisodes du podcast Industrial Growth Institute
| Titre | Date | Durée | |
|---|---|---|---|
| Pirating Tech's Go-to-Market Playbook for Industrial Growth, with Brian C. Reed of Corsha | 07 Oct 2026 | 01:20:29 | |
Why do so many industrial companies still sell like it's 2005, while B2B software has built a whole cookbook of go-to-market recipes? Ed Marsh sits down with Brian C. Reed, Chief Market Officer at Corsha, to explore where tech marketing and sales meet traditional industrials. Brian has spent decades in software and cybersecurity, and now helps manufacturers secure the machines, robotics and physical AI that power modern production lines. They cover why communities beat SEO content farms, how to tell stories that stick, what physical AI means for the plant floor (and its security risks), how AI is changing sales, and how a mid-market manufacturer should build a GTM team from scratch. Brian closes with a challenge: what if you spent 2–3% more of your capital budget on professional go-to-market instead of that next quarter-million-dollar machine? In this episode:
Links:
Mentioned in this episode:
If you enjoyed this episode, please like, share, comment and subscribe, and pass it along to someone in your industrial network who'd find these ideas useful. | |||
| What's Old Is New Again: Print, PR, and the Future of B2B Media with Joe Angel | 23 Sep 2026 | 01:07:47 | |
Joe Angel — Executive Vice President of Industry Outreach for PMMI (The Association for Packaging and Processing Technologies), founder of Packaging World magazine, and a true legend in the packaging industry — joins Ed Marsh to unpack the full arc of B2B media, from bingo cards to AI. Ed and Joe cover:
Whether you're in packaging, industrial manufacturing, or B2B marketing more broadly, this conversation is a masterclass in how media strategy has evolved — and where it's headed next. Reach out to Joe directly via PMMI, or stop by the PMMI booth at the next PACK EXPO show.
Note: As of this interview early 2026, the verified audience for PMMI “verified” database has changed to now a152,00 - the result of advanced data-cleaning/sweeping technology. Still the largest and most comprehensive database in packaging and processing Like, share, comment, and subscribe to the Industrial Growth Institute podcast for more conversations on growth, marketing, and strategy in industrial and middle-market businesses. #B2BMarketing #TradeShows #PackagingIndustry #IndustrialMarketing #PMMI #PackagingWorld #IndustrialGrowthInstitute | |||
| The Phone Call That Salespeople Won't Make with Derek Baer | 09 Sep 2026 | 00:42:34 | |
Derek Baer returns to the Industrial Growth Institute podcast for a candid, unscripted conversation about the sales accountability issues most companies avoid talking about. Ed and Derek dig into four core topics with plenty of detours, war stories, and a little friendly disagreement along the way:
Plus: PIP horror stories, a secret side project proving that "our industry is different" is almost always an excuse, and why compensation structure quietly shapes rep behavior more than most leaders realize. 👍 Like, share, comment, and subscribe to the Industrial Growth Institute podcast for more real talk on sales, growth, and accountability in industrial and middle-market businesses. 💬 Disagree with something Derek or Ed said? Drop it in the comments — let's argue about it. #SalesLeadership #ColdCalling #SalesAccountability #PerformanceImprovementPlan #B2BSales #IndustrialGrowthInstitute #SalesManagement | |||
| Why Private Equity Firms Ignore Portfolio Performance Data with Peter Caputa | 26 Aug 2026 | 01:04:17 | |
Peter Caputa (CEO of Databox, former 15th employee at HubSpot) returns to the Industrial Growth Institute podcast to unpack how business intelligence and AI-driven performance management can transform the way private equity firms oversee their portfolio companies. Ed and Peter dig into Databox's evolution from a marketing dashboard tool to a full business intelligence platform — now featuring OKR management and forecast modeling — and explore why organic growth remains the most under-supported piece of most PE investment theses. They cover:
Whether you're a PE operating partner, a portco executive, or just curious how data discipline separates high performers from the rest, this conversation is packed with frameworks you can apply immediately. 🔗 Learn more about Databox: databox.com Connect with Peter on LinkedIn 📘 Check out Peter's course, Predictable Scale: databox.com/predictable-scale 👍 Like, share, comment, and subscribe to the Industrial Growth Institute podcast for more conversations on growth, strategy, and operations in industrial and middle-market businesses. #PrivateEquity #BusinessIntelligence #DataDriven #B2BMarketing #PortfolioManagement #Databox #GrowthStrategy #IndustrialGrowthInstitute | |||
| Objection Handling - Overcoming Buyers' Epistemological Truths with Ed Marsh | 03 Jun 2026 | 00:30:12 | |
Why can't successful industrial leaders change — even when they know they should? It's not stubbornness. It's not bias. It's something deeper: their beliefs aren't opinions — they're truths. And you can't argue with truth. How often is that dissonance the real source of buyer objections? Understanding epistemological truths — and how to work with them instead of against them — is the key to unlocking change in your company and in your buyers. In this solo Episode #76, host Ed Marsh explores why middle-market industrial companies struggle to adapt, even when the evidence for change is overwhelming, and lays out five practical strategies for navigating buyers' deeply held beliefs. Summary In this episode, Ed Marsh introduces the concept of epistemological truths — beliefs grounded in real evidence and experience that function as unassailable truth for the person holding them. He explains why these truths, not simple bias, are the real barrier to change in middle-market manufacturing companies. Using eleven common examples from industrial sales and marketing, Ed shows how two people can hold completely contradictory yet fully justified truths — and why that makes traditional persuasion useless. He then presents five strategies for working with epistemological truths rather than against them:
Takeaways
Takeaway Quote from Ed Marsh
LinkedIn: Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 🧱 Perception Is Reality — Or Is It? 01:58 🔄 Why Smart Leaders Can't Pull the Trigger on Change 03:25 🗳️ The Political Polarization Analog 04:25 📚 Defining Absolute Truth, Epistemological Truth & Bias 06:35 🏭 11 Epistemological Truths Industrial Leaders Hold 08:59 🧠 Why You Can't Hold Two Contradictory Truths 11:26 ⚔️ The Sales Challenge: Competing Against Buyers' Truths 12:25 🛠️ Five Strategies to Navigate Epistemological Truths 15:41 💡 From Tactics to Transformation 16:48 🎯 Stop Convincing — Start Guiding | |||
| Busting Myths and Dropping Truths About B2B Industrial Sales with Derek Baer | 27 Aug 2025 | 00:46:11 | |
B2B sales in 2025 is confusing. On the one hand, it's just the same as it's been for years. We need to connect with buyers, build trust, and guide them through decisions. On the other hand, it's a completely different beast. That's why Derek Baer is in the studio this week, for a free-wheeling, no-holes-barred discussion and debate on sales topics. It's time to get comfortable being uncomfortable! We talk:
And the conversation is blunt. "Tell them to f$%k!ng apply" Derek says at one point! Summary Derek Baer brings a new format to the studio this week, debating and discussing B2B sales topics. He and Ed disagree about various aspects of sales, and agree about others. Topics include:
The conversation emphasizes the need for continuous improvement and investment in sales skills, drawing parallels between sales and other professional pursuits. Chapters 00:00 Introduction to Sales Metrics and Tracking Quotes09:04 The Compatibility of Salespeople in Complex B2B Sales 15:56 Defining Traits of a Great Sales Rep 23:24 The Role of Pitch Decks in Sales 27:29 Understanding Sales Accelerators and Compensation Plans 29:53 Explaining Sales Compensation to the Team 32:42 Managing Underperformers in Sales Teams 35:45 The Impact of Team Dynamics on Performance 41:19 Investing in Sales Skills for Long-Term Success Resources Check out Derek's Sales Training website. LinkedIn: Derek Baer and Ed Marsh Twitter: Ed Marsh Instagram: Derek Baer and Ed Marsh YouTube: @EdMarsh Insanity is Doing the Same Things and Expecting Different Results By Einstein's definition, most industrial sales teams are insane. Buyers, their behavior, and AI have changed so much, and yet most teams are operating much the way they have for years. Derek's straight talk deliveres an important message - so does Ed's recent paper on changes in industrial sales and marketing. | |||
| Tips on How to Build an Effective Industrial Sales and Marketing Website in an AI World with Joe Jerome | 20 Aug 2025 | 01:11:12 | |
If you haven't asked yourself how to build a B2B website in the new post AI world, you're site is probably underperforming. Not only has technology advanced, but buyer expectations for features, UX, navigation, and utility have changed. More importantly, the goal of your site has changed as buyer behaviors and search have changed. Today a site works mostly at the bottom of the funnel - the decision stage. So your top of the funnel marketing must be accomplished using different tools and approaches. Joe Jerome brings years of design and development experience, and a keen sense of what your industrial marketing website needs to accomplish. Chapters 00:00 Introduction to Website Strategy for B2B 05:54 Aligning Website Goals with Business Objectives 12:27 The Impact of AI on Website Design 25:50 Continuous Website Evolution vs. Episodic Projects 32:42 Balancing Aesthetics and Functionality in Design 39:38 SEO and Migration Management 44:54 The Role of Websites in the Sales Process 46:29 Understanding User Behavior on Websites 57:49 The Evolution of Website Forms 01:02:37 Empowering Marketing Teams with Website Control 01:05:51 When to Redo Your Website ResourcesCheck out Joe's Brand Builder Solutions website. LinkedIn: Joe Jerome and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @JoeJerome and @EdMarsh The Website is NOT the Only Thing That Has to Change! AI, Google Search, SEO, buying teams, buying journeys - it's all changing. Quickly. Yes, listen to Joe's tips on how to update your website, but beyond that, there's work to do on the rest of your manufacturing marketing, your industrial sales, and more. That's what I discuss in this guide. | |||
| Unlocking Machinery Revenue Opportunities for OEMs Who Embrace the Used Machinery Market with Matt Smith | 13 Aug 2025 | 00:54:55 | |
If you're a machinery OEM you probably would like to ignore used machines. They're a hassle. For customers who own them, you have to provide support as components become obsolete and tribal knowledge dwindles. When you compete against yourself, that's particularly frustrating, especially when it seems like buyers are just trying to save a few bucks and don't care about the hard work of R&D and improvement that you've invested in. But buyers may see it differently, and Matt Smith draws on years of deep insight in global used machinery markets to explain why it's an entirely rational (not cheap) decision for some buyers in some situations, and why OEMs may cost themselves years of profitable new machinery and after-market sales by ignoring used machines. Stop ignoring and scoffing at used machines, and consider incorporating them into your overall offering using some of Matt's recommendations. Chapters 00:00 Introduction to the Challenge of Self-Competition04:03 Understanding Global Asset Optimization 10:17 The Dynamics of the Used Machinery Market 19:23 Leveraging Lead Time and Flexibility 24:08 The Role of OEMs in the Used Machinery Market 31:48 Navigating Capital Investment Decisions 40:09 The Importance of Risk Management in Equipment Purchases 46:05 Conclusion and Key Takeaways Resources Check out Matt's website and other recommended used machinery resources: AOTCO Surface Finishing Asset Industry Resources Mentioned in the Episode: Investment Recovery Association EquipNet BidSpotter LabX Surplus Solutions Surplus SherpaLinkedIn: Matt Smith and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Rethinking Our Market Attitudes and Assumptions Recognizing the potential of used machines as a business benefit rather than a threat is just one example of how we should adjust our market assumptions. Buyer habits and expectations are changing, just as AI is shifting how buyers search and consider complex decisions. | |||
| Public Relations and Industrial Marketing in a Post SEO Content Apocalypse with Greg Matusky | 06 Aug 2025 | 01:17:53 | |
If you're not embracing PR as a key pillar of your industrial marketing strategy, you're probably not going to survive the collapse of traditional SEO driven content marketing! AI is disrupting everything about how buyers think, research, learn, evaluate and buy. It's overwhelming and we can only guess about where we'll be in five years. In the meantime, we have to position ourselves to thrive amidst the trends and changes we see. That means that we must become known and trusted - and SEO experts like Rand Fishkin and Marcus Sheridan suggest that the playbook of Public Relations is an important element of that. But you have to do it right..... So this week, Greg Matusky, founder of one of the 40 largest PR firms in America, joins me to talk about AI, marketing, disruption, and the reshaped role of PR as an element of manufacturing marketing. If you're ready to go from worrying about traffic to making an industrial marketing impact, hit play and learn from Greg. Chapters 02:12 Understanding the Role of PR 06:04 The Evolving Landscape of PR and Manufacturing Marketing 23:31 Building Relationships Through Video 30:36 Navigating PR Strategies 33:15 The Future of SEO, PR, and Industrial Manufacturing Revenue Growth 54:09 The Future of AI and PR 01:07:08 Managing Long-Term PR Trends 01:10:20 The Board's Role in PR 01:13:34 The Critical Role of PR in Industrial Marketing ResourcesCheck out Greg's website and podcast: Gregory FCA and The Disruption is Now LinkedIn: Greg Matusky and Ed Marsh Twitter: Greg Matusky and Ed Marsh Instagram: Ed Marsh YouTube: @GregoryFCA and @EdMarsh You're Marketing and Selling to YESTERDAY'S Buyers! Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us. | |||
| The Five Buying Decisions Key to Industrial Sales Success | 30 Jul 2025 | 00:27:05 | |
A simplistic sales process sets your team up to fail. Most industrial sales teams never even know who makes the real buying decision! Want to forecast accurately? You must understand how these five buying decisions shape the buying journey, and your sales process must address them! Host Ed Marsh lays out his theory of five buying decisions in this solo Episode #71 of the Industrial Growth Institute Podcast Summary In this episode, Ed Marsh discusses the complexities of B2B industrial sales, emphasizing the importance of understanding the buying process and the critical decisions that influence sales outcomes. He illustrates that in most complex B2B buying decisions, the real decision is made without the reps, or even many influencers, even knowing. The five buying decisions include:
And most complex sales teams and manufacturing marketing departments focus on decision number five - vendor selection - with endless talk about what they make and do. He highlights the challenges faced by sales reps, the need for business acumen, and the significance of engaging with decision-makers early in the sales process. The conversation outlines five key buying decisions that impact sales success and offers strategies for improving sales effectiveness in a competitive landscape. Takeaways
Takeaway Quote from Ed Marsh
Learn more about the five buying decisions here. LinkedIn: Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Understanding the Flaws in B2B Sales Forecasting02:46 The Complexity of B2B Sales 05:38 The Five Critical Buying Decisions 08:00 The Role of Sales Reps in Complex Sales 11:19 Navigating Capital Approval Processes 14:10 The Importance of Business Acumen in Sales 17:15 Creating Projects vs. Finding Opportunities 20:05 Conclusion and Call to Action | |||
| Selling a Family Owned Manufacturing Business - Michael Horn Jr. | 23 Jul 2025 | 01:12:21 | |
Selling a business after a great run. Finding the right buyer, making the right decision, doing the deal right - Episode 70 of the Industrial Growth Institute Podcast with Michael Horn, Jr. Summary This week, Michael Horn, Jr., former CEO of AC Horn, a fourth-generation family-owned food processing machinery builder, is in the studio chatting about the journey to a business sale. After military service and a stint as a ski instructor, he joined the struggling family business in 2011 and became CEO unexpectedly in 2014 when his father died in a bicycle accident. Michael shares details of the transformation he helped lead, turning a company weakened by the GFC into an automated, precision, contemporary manufacturer, and shifting from fabrication and component sales to systems. Fun fact - 80 to 90 % of nut butters made in North America ran through at least one AC Horn machine. Michael speaks in detail about changes in buyer behaviors, the growth of buying teams, the impact of COVID-19 & PPP funds on capital equipment spending cycles, and succession planning. He offers tips for companies considering an exit, including:
The bottom line from Michael's perspective is simple - "Treat the business as an asset, not an heirloom." This enables you to make informed business decisions, including an exit if and when that becomes appropriate. In Michael's case, he watched another family successfully exit, and he planned to strategically emulate them. In early 2024, AC Horn was acquired by Probat. Takeaways
Takeaway Quotes from Michael Horn
Learn more about the Horn family legacy and machines: AC Horn LinkedIn: Michael Horn, Jr. and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 The Importance of Legacy in Family Businesses02:16 Michael Horn's Journey in the Family Business 06:33 Transitioning Leadership: A Personal Story 17:11 Navigating Crisis and Succession Planning 23:52 Adapting to Market Changes and Buyer Behavior 30:20 Building Strong Supplier Relationships 40:47 The Art of Relationship Building in Sales 43:05 Market Dynamics and Sales Strategies Post-COVID 46:19 Advice for Machinery Companies Facing Slowdowns 50:06 The Journey of Selling a Family Business 53:48 The Importance of M&A Advisors 57:39 Post-Sale Reflections and Employee Communication 59:30 Preparing for Future Business Transactions 01:02:34 Advice for G3 and G4 in Family Businesses 01:06:08 Resources for Family-Owned Businesses 01:09:30 Final Thoughts on Liquidity Events You're Marketing and Selling to YESTERDAY'S Buyers! Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us. | |||
| Episode 69 - Radu Spineanu on How AI is Poised to Disrupt Enterprise Manufacturing Software | 16 Jul 2025 | 01:27:57 | |
Rewriting the Rules of Enterprise Software for Manufacturing - Episode 69 of the Industrial Growth Institute Podcast with Radu Spineanu Summary Radu Spineanu is in the studio with Ed Marsh this week to discuss the intersection of AI and manufacturing, and explore how AI is poised to completely change enterprise software. Radu shares his journey as a founder, through an IPO, his time in YCombinator, and in founding HumbleOps, a company focused on leveraging AI to improve manufacturing processes. They delve into the challenges of selling to manufacturers, the importance of understanding buyer behavior, and the future of manufacturing in an AI-driven world. Radu emphasizes the need for manufacturers to adapt to these changes or risk being left behind, and explores the challenges he's found in selling to manufacturers vs. tech companies. Takeaways
Takeaway Quotes from Radu Spineanu
Check out Radu's websites: HumbleOps.ai LinkedIn: Radu Spineanu and Ed Marsh Twitter: Radu Spineanu and Ed Marsh Instagram: Radu Spineanu and Ed Marsh YouTube: @RaduSpineanu and @EdMarsh Chapters 00:00 Introduction to Disruption in Manufacturing02:20 The Evolution of AI and Its Impact 14:11 Founding HumbleOps: A Journey in Manufacturing 22:12 HumbleOps: Revolutionizing Manufacturing with AI 33:24 Real-World Applications of HumbleOps 42:41 The Future of Custom Software in Manufacturing 43:41 The Rapid Evolution of AI 46:30 Imagining the Future of Manufacturing 48:59 The Impact of AI on Business Adaptation 52:45 Cultural Insights: From Romania to Silicon Valley 55:16 Entrepreneurship and Failure: A Cross-Cultural Perspective 59:12 Reflections on Romania's Transition from Communism 01:02:54 The Journey of a Tech Investor 01:08:32 Sales Strategies in Manufacturing 01:15:38 Navigating the Complexities of Manufacturing Sales 01:22:32 AI's Transformative Role in Manufacturing You're Marketing and Selling to YESTERDAY'S Buyers! Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us. #Manufacturing #AI #AISoftware #ManufacturingSoftware #EnterpriseSoftware #Disruption #Sales #Technology #HumbleOps #RaduSpineanu #DigitalTransformation #IndustrialGrowth #Innovation | |||
| Episode 68 - Jim Vinoski on American Re-Industrialization and Marketing Content | 09 Jul 2025 | 01:13:13 | |
Sales for Manufacturers, and creating content that resonates with people who actually bend steel and make stuff - Episode 68 of the Industrial Growth Institute Podcast with Jim Vinoski, Forbes contributor and the voice of Manufacturing Talks Summary Manufacturing podcast veteran Jim Vinoski joins Ed Marsh in the studio this week to discuss manufacturing, policy, content creation, veterans, scouts, bicycling, and more! They discuss the importance of skilled trades education, the challenges of content creation in the manufacturing sector, and the need for a resurgence in American manufacturing. Jim shares his journey from factory floors to writing for Forbes and launching his own content consultancy. The conversation emphasizes the significance of understanding the audience, the role of policy in manufacturing, and the value of quality content in driving industry growth. Takeaways
Takeaway Quotes from Jim Vinoski
Check out Jim's various websites: LinkedIn: Jim Vinoski and Ed Marsh Twitter: Jim Vinoski and Ed Marsh Instagram: Jim Vinoski and Ed Marsh YouTube: @ManufacturingTalks and @EdMarsh Ed's Website: Ed Marsh Consulting Chapters 00:00 Introduction to Manufacturing Advocacy02:03 Veterans and Skilled Trades Education 05:40 Jim Vinoski's Manufacturing Experience 07:56 Writing for Forbes and Content Creation 11:58 Launching Cosgrove Content and Manufacturing Talks 15:14 Understanding the Audience in Content Creation 19:14 Re-Industrializing America 21:11 The Role of Scouting in Youth Development 30:07 History Buff and Its Influence 31:15 Navigating Policy and Regulation in Manufacturing 41:09 The National Resurgence of Manufacturing 42:12 Workflow and Consistency in Content Creation 43:23 Cycling as Stress Relief 50:57 The Importance of Quality Content 53:56 Recruitment Challenges in Manufacturing 55:53 Funding for MEPs and Industry Responsibility 01:00:22 The Need for Partnerships in Manufacturing 01:01:43 Upcoming Book and Its Themes 01:05:22 Recommended Podcasts and Resources 01:08:58 Final Thoughts on Content Creation You're Marketing and Selling to YESTERDAY'S Buyers! Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us. #SalesForManufacturers #ManufacturingSales #ManufacturingTalks #JimVinoski #TipsForSellingToManufacturers #HowManufacturersCanSellMore #Podcast #EdMarsh #Manufacturing #BusinessDevelopment #ManufacturingRevenueGrowth #B2BSalesAndMarketing #B2BSalesTechniques #B2BSales #TechnicalSales #IndustrialMarketing #ManufacturingMarketing #ContentMarketing #complexSales #BusinessGrowth #B2BSalesProcess #IndustrialSalesTraining #ContentCreation #skilledTrades #IndustrialGrowth | |||
| Episode 67 - Marcus Sheridan on Endless Customers, Trust, Marketing, Sales & Video | 02 Jul 2025 | 01:19:51 | |
Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers" Summary Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space. In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including:
The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry. Takeaways
Takeaway Quotes from Marcus Sheridan
Check out Marcus' various websites:
LinkedIn: Marcus Sheridan and Ed Marsh Twitter: Marcus Sheridan and Ed Marsh Instagram: Marcus Sheridan and Ed Marsh YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh Chapters 00:00 The Evolution of Content Marketing10:23 Understanding the Pride Cycle 18:07 The Ask, You Answer Methodology 32:02 Adapting to AI and Trust Signals 42:16 Transforming Websites into Conversion Tools 44:37 The Rise of YouTube as a Marketing Hub 48:25 Interactive Tools and Self-Service in Marketing 50:41 Building Trust in a Trust-Deficient Market 52:54 The Four Pillars of Endless Customers 56:08 The Importance of Marketing Investment 01:00:36 Embracing the Grind in Business 01:15:03 Building a Known and Trusted Brand You're Marketing and Selling to YESTERDAY'S Buyers! Buyers' behaviors are shifting quickly. Industrial sales and manufacturing marketing teams must adapt radically and quickly. Traditional approaches are failing. We need to change, but first we need to understand how buyers are changing, how their behaviors are evolving, and what that means to us. #MarketingPodcast #ContentMarketing #AI #IndustrialManufacturing #B2BMarketing #ManufacturingMarketing #IndustrialMarketing #Trust #Brand #KnownAndTrustedBrand #VideoMarketing #SalesVideo #MarketingVideo #BuyersJourney #BuyingJourney #Transparency #Authenticity #EndlessCustomers #TheyAskYouAnswer #PrideCycle #SalesProcess | |||
| Episode 66 - Jeff Tehan on Sensemaking | 25 Jun 2025 | 01:09:11 | |
Sensemaking & Leadership - Turning Technology into Sustainable Business Impact - Episode 66 of the Industrial Growth Institute Podcast with Sensemaking Evangelist Jeff Tehan Summary Jeff Tehan, a former Army Blackhawk pilot, technology product manager and "sensemaking evangelist," joins Ed Marsh in the studio to discuss navigating business uncertainty in the AI era. Jeff brings a unique perspective shaped by his military aviation background and extensive product management experience, now focused on helping leaders interpret uncertainty, align teams, and make insight-driven decisions using AI tools. The conversation explores how AI can help reduce uncertainty in business decision-making while acknowledging the meta-level uncertainty that AI itself creates. Jeff emphasizes the importance of "human in the loop" approaches and explainable AI, arguing that AI should enhance human capabilities rather than replace them. The conversation highlights:
Takeaways
Takeaway Quotes from Jeff Tehan
LinkedIn: Jeff Tehan and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction: Making Sense of Chaos in the AI Era02:21 Jeff's Background: From Radar Repairman to Sense-Making Evangelist 08:10 Military Aviation Lessons for Business Uncertainty 10:00 The Science of Reducing Uncertainty 12:49 From Product Management to AI Strategy 16:10 Jobs at Risk from AI Disruption 18:08 Explainable AI and Building Team Confidence 20:27 Avoiding AI Implementation Pitfalls 24:22 The Rise of Sense-Making as a Buzzword and Capability 27:07 AI's Dual Nature: Clarity Tool and Uncertainty Creator 30:20 Corporate Attributes for AI Success 34:07 The Value of Planning Process vs. Plans in AI Era 37:19 Legacy Software Companies vs. AI-Native Platforms 39:27 Integrating AI into Existing Workflows 42:12 Using AI to Understand Buyers Better 45:45 AI Sales Agents and Deal Qualification 48:39 Creating AI-Powered Buyer Personas 52:29 Data Challenges in B2B Sales 55:20 Helping Buyers Make Sense of Their Situation 58:31 Co-Creating Value in the AI Era 01:00:36 Navigating Rapid Change While Maintaining Fundamentals 01:01:55 Training Future Leaders in Sense-Making 01:03:23 The Future of Office Collaboration with AI 01:04:38 Resources for AI Leadership Development 01:07:12 Adopting Sense-Making in Daily Work #Sensemaking #WhatIsSensemaking | |||
| Episode 65 - Rick Kranz on AI For Industrial Sales and Marketing | 18 Jun 2025 | 01:15:50 | |
AI Talk is Cheap. It's time for straight talk about what's really necessary to implement AI for marketing and sales in industrial manufacturers - Episode 65 of the Industrial Growth Institute Podcast with Rick Kranz Summary Rick Kranz is in the podcast studio this week to delve into the practical applications of AI in marketing and sales. He emphasizes the importance of community and collaboration in adopting AI technologies. Ed and Rick discuss his diverse career journey, the significance of building practical AI solutions for businesses, and the evolving landscape of marketing strategies in the age of AI. The conversation also highlights:
The discussion also touches on engagement strategies on platforms like LinkedIn and the significance of having guardrails in AI systems to ensure effective implementation. Takeaways
Takeaway Quotes from Rick Kranz
Check out Rick's AI Marketing Automation Lab website. LinkedIn: Rick Kranz and Ed Marsh Twitter: Rick Kranz and Ed Marsh Instagram: Rick Kranz and Ed Marsh YouTube: @AI-Kelly and @EdMarsh Chapters 00:00 Introduction to AI in Marketing and Sales02:16 Rick Kranz: A Multifaceted Career Journey 07:12 The Importance of Community in AI Adoption 11:49 Building Practical AI Solutions for Businesses 15:55 The Role of AI in Small Business Marketing 20:50 The Evolution of Marketing Strategies with AI 25:42 Understanding Buyer Behavior in the AI Era 30:16 The Future of Sales and Marketing with AI 34:23 Buyers' Use of AI in Their Workflows 38:02 The AI Automation Lab: Purpose and Membership 40:00 Collaborative Building and Troubleshooting in AI Systems 42:46 Community Support and Practical Learning 46:02 AI in Content Creation and Writing 48:58 Engagement Strategies on LinkedIn 52:00 The Role of Executives in AI Adoption 55:02 Guardrails in AI Systems 57:56 Practical Applications of AI in Small Businesses 01:01:03 Resources and Roadmap for AI Marketing Automation 01:04:02 Future Predictions for AI in Business Your Old Marketing and Sales Playbooks are Probably Broken Buyer behaviors are changing quickly. That means we need to evolve our marketing and sales. This paper outlines the changes and how companies need to adapt their industrial marketing and sales. #AIForMarketingAndSales #AIForSalesAndMarketing #AIForSales #AIForMarketing #RickKranz #KellyKranz #AIMarketingAutomationLab #AIMarketingAutomation #AIMarketingAutomationAgency #AIToolsForDigitalMarketing #BestAIToolsForMarketing #AIMarketingTools #AIToolsForMarketing #B2BMarketing #AIToolsForSales #DigitalMarketing #ContentMarketing #InboundMarketing #AISalesLab #AIToolsForSalespeople #AIForSalesTeams | |||
| Episode 64 - Leslie Greenwood on Building Online Community | 11 Jun 2025 | 01:06:33 | |
Trust & Relationships Matter in B2B Sales, and every company should be asking whether and how to build an online community in 2025 - Episode 64 of the Industrial Growth Institute Podcast with Chief Evangelist Leslie Greenwood Summary Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager. The conversation highlights:
Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners. The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape. Takeaways
Takeaway Quotes from Leslie Greenwood
Check out Leslie's Chief Evangelist and Wednesday Women websites. LinkedIn: Leslie Greenwood and Ed Marsh Twitter: Leslie Greenwood and Ed Marsh Instagram: Leslie Greenwood and Ed Marsh YouTube: @ChiefEvangelistConsulting and @EdMarsh Chapters 00:00 The Changing Landscape of Marketing and Community Building06:11 The Importance of Strategy in Community Development 09:03 Understanding Community Dynamics and Member Engagement 15:08 The Essential Qualities of a Community Manager 17:58 Common Pitfalls in Community Building 20:58 Testing and Iterating Community Strategies 24:05 Key Metrics for Community Success 26:59 Investment and Planning for Community Initiatives 36:00 Navigating Generational Preferences in Community Platforms 38:02 The Importance of Mobile Accessibility 39:10 Training Moderators for Community Engagement 40:04 Establishing Community Guidelines and Terms of Use 44:11 The Role of AI in Community Building 46:39 Integrating Online and Offline Community Experiences 55:48 Understanding Member Engagement Dynamics 58:15 Common Misunderstandings About Community 01:00:22 The Role of Sponsorship in Community Building 01:03:21 The Growing Importance of Community in Business Community is becoming increasingly crucial as buyer behavior and content consumption change. #HowToBuildAnOnlineCommunity #HowToCreateOnlineCommunity #OnlineCommunityBestPractices #HowToBuildCommunityOnline #OnlineCommunity #HowToBuildOnlineCommunityForYourBrand #B2BMarketingStrategies #B2BMarketing #CommunityBuilding #CommunityManager #CommunitySuccess #CommunityInvestment #OnlineCommunities #CommunityGuidelines | |||
| Episode 63 - Walter Crosby on Fractional Sales Management | 04 Jun 2025 | 01:19:16 | |
When it's time to improve sales management with an upgrade or a new role, fractional sales management may be the answer - Episode 63 of the Industrial Growth Institute Podcast with Walter Crosby of Helix Sales Development Summary Walter Crosby joins Ed in the studio this week to delve into the critical role of sales management in driving revenue growth for industrial manufacturers. They discuss the concept of fractional sales management, the challenges of implementing effective sales training, and the importance of understanding buyer behavior. Walter emphasizes the need for salespeople to possess business acumen to navigate complex sales environments and highlights the significance of creating urgency in the sales process. They also discuss:
Walter shares insights from his podcast, 'Sales and Cigars', and emphasizes the significance of mentorship and training in sales. The discussion also touches on the role of AI in sales training and the benefits of fractional sales management, highlighting the need for effective systems and processes in sales organizations. Takeaways
Takeaway Quotes from Walter Crosby
Check out Walter's Helix Sales Development website. LinkedIn: Walter Crosby and Ed Marsh Twitter: Walter Crosby and Ed Marsh Instagram: Walter Crosby and Ed Marsh YouTube: @WalterCrosby and @EdMarsh Chapters 00:00 Introduction to Sales Management and Growth08:03 The Role of Fractional Sales Management 16:36 Sales Training and Management Challenges 22:34 Understanding Buyer Behavior 29:09 The Importance of Business Acumen in Sales 34:11 Managing Stress and Personal Insights 36:24 Rapid Fire Insights on Sales Management 38:50 The Importance of Congruency in Messaging 40:01 Accountability and Performance in Sales 42:28 Understanding Generational Differences in Sales 44:25 Motivating Sales Teams through Personal Goals 46:28 The Birth of a Podcast: Sales and Cigars 50:04 Books that Inspire: Recommendations from Walter 52:34 The Role of Sales Training and Mentorship 54:02 Identifying Trainable Sales Reps 58:34 The Fractional Sales Management Model 01:01:44 Engagements and Span of Control in Sales Management 01:04:44 Balancing Micromanagement and Autonomy 01:08:45 Integrating Sales Systems with EOS 01:12:32 The Role of AI in Sales Training 01:16:11 The Case for Fractional Sales Management Have you made mistakes hiring a sales manager? Check out these resources. Article - Hiring a Sales Manager Article - Tips for Hiring a Sales Manager #SalesManagement #FractionalSalesManager #FractionalSalesManagement #SalesLeadership #SalesManager #SalesTraining #SalesCoaching #Podcast #HowToHireASalesManager #BestSalesManager #SalesManagerTraining #SalesManagementTraining #SalesTraining #BestSalesManager #SalesCulture #Accountability | |||
| Episode 62 - Belinda Ephraim on Corporate Development and Corporate VC for Industrial Manufacturers | 28 May 2025 | 01:20:43 | |
Corporate development and corporate VC are two important growth levers that many middle market industrials overlook - Episode 62 of the Industrial Growth Institute Podcast with former investment banker and now Deep Tech VC Belinda Ephraim of Tenseur Capital Summary In this episode, Ed Marsh and Belinda Ephraim delve into the world of deep tech and venture capital. Belinda, managing general partner at TENSEUR Capital, shares her insights on the importance of scientific foundations in technology, the challenges of 3D printing, and the necessity of a strong work ethic for founders. They discuss her transition from investment banking to venture capital, the significance of customer market fit, and the role of lifelong learning in achieving success. The conversation also touches on:
Belinda also emphasizes the necessity for companies to adapt and innovate in response to market changes, particularly in the context of U.S. manufacturing and the evolving landscape of technology investments. Middle market industrial manufacturers may overlook the inorganic growth opportunity of acquisitions and might not consider corporate venturing as a way to place affordable bets on technology. Takeaways
Takeaway Quotes from Belinda Ephraim
Check out Belinda's Deep Tech VC website. LinkedIn: Belinda Ephraim and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @NEOIndustrialist and @EdMarsh Chapters 00:00 Introduction to Deep Tech and Venture Capital02:23 Understanding Deep Tech: Definition and Scope 04:29 The Future of Technology and Its Impact on Humanity 10:27 The Transition from Investment Banking to Venture Capital 11:43 The Importance of Lifelong Learning and Adaptability 15:51 Building a Venture Firm: TENSEUR Capital 18:19 The Work Ethic of Founders in Deep Tech 20:50 Customer Market Fit vs. Product Market Fit 24:30 Navigating the Journey of an Immigrant Entrepreneur 33:04 The Path to Investment Banking and Entrepreneurship 40:54 The Purpose of the Neo Industrial Podcast 42:24 Proof of Concept: The Foundation of Investment 50:54 Navigating Corporate Development and Growth Strategies 01:01:25 The Role of Corporate Venture Capital 01:10:48 The Future of U.S. Manufacturing and Investment Opportunities Inorganic growth should be part of the strategy conversation of middle-market manufacturers. Learn more about my framework for engineered revenue growth ORE™ (Overall Revenue Effectiveness Framework) here. #CorporateDevelopment #CorporateVC #R&D #PrivateEquity #InorganicGrowth #OrganicGrowth #ValueCreation #InvestmentBanking #CorporateDevelopmentStrategy #DealSourcing #TechnologySourcing #MergersAndAcquisitions #StrategicThinking #CorporateStrategy #CorporateVenturing #ManagementStrategy #DeepTech #VentureCapital #Innovation #InvestmentBanking #Entrepreneurship #AI #CustomerMarketFit #Investment #GrowthStratregies #VentureCapital #Manufacturing #IndustrialManufacturing #TenseurCapital #Podcast #BelindaEphraim #Nigeria | |||
| Episode 61 - Michael Feuz Provides ITR Economics' Forecast of the 2030s Depression | 21 May 2025 | 01:09:54 | |
How long will economic growth last? Join Michael Feuz for Episode 61 of the Industrial Growth Institute Podcast for more on ITR Economics' explosive prediction of a 2030s depression! Learn what you need to do to prepare your company now. Summary Michael Feuz, an economic speaker from ITR Economics, is in the Industrial Growth Institute Podcast studio this week to discuss the current business landscape, sales strategies, and the forecast for the 2030s. Mike and Ed explore the importance of understanding market dynamics, the transition from sales to economics, and the challenges businesses face in uncertain times. Michael shares insights from his unique background, including his experience in tech sales and public speaking, and emphasizes the need for businesses to adapt their strategies in response to economic trends. He and Ed also discuss:
Additionally, they emphasize the need for businesses to adopt aggressive growth strategies and effective marketing approaches to navigate the changing landscape. In sum, the conversation offers an interesting dive into ITR's forecast for strong growth in the next five years, then five years of economic depressions, albeit with cyclical fluctuations. The message is to use this period of strength to position your business with a strong balance sheet, an agile structure, and clear competitive advantage. Takeaways
Takeaway Quotes from Michael Feuz
Check out Michael's ITR Economics website. LinkedIn: Michael Feuz and Ed Marsh Twitter: Mike Feuz and Ed Marsh Instagram: Mike Feuz and Ed Marsh YouTube: @ITREconomics and @EdMarsh Chapters 00:00 Understanding Market Dynamics and Trends07:35 The Art of Engaging Public Speaking 12:36 Transitioning from Sales to Economics 18:16 Sales Strategies in Times of Uncertainty 24:58 Forecasting Economic Trends and Challenges 30:27 Preparing for the 2030s Economic Landscape 37:05 Understanding Economic Cycles and Market Dynamics 46:30 Aligning Leadership and Board Perspectives 51:36 Key Economic Indicators for Business Leaders 57:47 Utilizing Alternative Data for Economic Insights 01:07:14 Preparing for the 2030s: Growth and Pricing Strategies With five years to build revenue and resilience, it's time to get serious about engineering your growth system. Learn more here about Ed's ORE™ (Overall Revenue Effectiveness Framework.) #EconomicGrowth #EconomicCrisis #MarketForecast #ITREconomics ITREcononicsGreatDepression #ITREconomics2030 #MichaelFeuz #IndustrialManufacturing #EconomicBoom #ManufacturingGrowthForecast #ManufacturingEconomy #FutureOfManufacturing #CapitalEquipmentSales #IndustrialAutomation #CapitalInvestment #InterestRateForecast #Demographics #DebtCrisis #Inflation #Deflation #PlantInvestment #CapitalStock #2030Depression #2030GreatDepression #2030Prediction #EconomicCrash #EconomicForecast #GrowthRate | |||
| Episode 60 - Taylor Evans on Manufacturing Workforce and the False Binary of Automation vs. Talent | 14 May 2025 | 01:15:54 | |
Does Industrial Automation Complement or Compete Against Skilled Trades in Manufacturing? - Taylor Evans on Episode 60 of the Industrial Growth Institute Podcast Summary Taylor Evans joins Ed to discuss the current state of manufacturing and workforce development, emphasizing the importance of talent acquisition, employer branding, and the challenges faced in attracting skilled labor. They explore the evolution of sales and marketing within the manufacturing sector, the significance of building relationships in business development, and the impact of perceptions on manufacturing careers. The conversation also touches on:
Taylor shares insights on investing in local manufacturing, the impact of automation and AI on jobs, and the significance of decisiveness in business decisions. Taylor also explains recruitment process outsourcing and emphasizes the importance of community in business development. He highlights the potential of podcasts as a business development tool and discusses incentives for hiring veterans, as well as the future of vocational education in the context of a manufacturing renaissance. Takeaways
Takeaway Quotes from Taylor Evans
Check out Taylor's Rust Belt Recruiting website. LinkedIn: Taylor Evans and Ed Marsh Twitter: Ed Marsh Instagram: Rust Belt Recruiting and Ed Marsh YouTube: @RustBeltRecruiting and @EdMarsh Chapters 00:00 The State of Manufacturing and Workforce Development03:00 The Role of Talent Acquisition in Manufacturing 06:04 Sales Education and Entrepreneurial Spirit 08:59 Marketing and Employer Branding in Manufacturing 12:11 Building Relationships in Business Development 15:11 The Rust Belt Identity and Manufacturing Renaissance 17:52 Challenges in Attracting Talent to Manufacturing 21:02 The Future of Manufacturing Jobs 23:49 The Importance of MEPs and Investment in Manufacturing 26:57 Perceptions of Manufacturing Careers 29:56 The Skills Gap and Labor Shortage 33:07 The Broader Impact of Manufacturing on Employment 36:22 The Evolution of Manufacturing Perception 39:25 Advocacy and the Role of Private Equity 42:51 Investing in Local Manufacturing 45:49 Automation and Its Impact on Jobs 51:31 The Role of AI in Manufacturing 56:23 Understanding Recruitment Process Outsourcing 01:01:04 Building Community Through Business Development 01:05:35 Leveraging Podcasts for Business Development 01:08:27 Incentives for Hiring Veterans 01:10:45 The Future of Vocational Education 01:12:20 Workforce Strategy for Manufacturing Renaissance Too Often, Capital Equipment and Industrial Automation Sales Are Viewed as An Alternative to Skilled Labor The reality is that they're actually often complementary. Learn more about why companies often lose capital equipment deals. #IndustrialAutomation #IndustrialSales #IndustrialManufacturing #IndustrialMarketing #CapitalEquipmentSales #AutomationSales #WorkforceStrategy #SkilledTrades #SkilledTradesShortage #ManufacturingRenaissance #MadeInAmerica #EmployerBranding #VocationalEducation | |||
| Episode 59 - Ted McKenna on The JOLT Effect and Overcoming Buyers' Fear of Messing Up | 07 May 2025 | 01:17:41 | |
Stop Losing Deals to Buyer Indecision: How to Apply the JOLT Effect in B2B Sales - Ted McKenna on Episode 59 of the Industrial Growth Institute Podcast Summary Ted McKenna, coauthor of The JOLT Effect and founding partner of DCM Insights, joins Ed Marsh to dissect why B2B deals often die not from rejection but from buyer indecision. With research showing that up to 60% of complex B2B deals result in no decision, McKenna explains how fear, not preference for the status quo, is often the culprit. McKenna introduces the JOLT framework: Judge indecision - Offer a recommendation - Limit the exploration - Take risk off the table He explains that JOLT helps sellers overcome buyer hesitation. He emphasizes that indecision is largely rooted in FOMU (Fear of Messing Up), which outweighs even FOMO (Fear of Missing Out) and calls for a more empathetic, confidence-building sales approach. The discussion also explores:
This episode is must listen for any enterprise seller facing long sales cycles, multiple stakeholders, and stalled deals. Key Topics Covered
Takeaways
Takeaway Quotes from Ted McKenna
Check out Ted's The JOLT Effect and DCM Insights websites. LinkedIn: Ted McKenna and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Understanding the No Decision Dilemma02:58 The Jolt Effect and Its Implications 06:00 The Activator Advantage: Insights from Professional Services 09:12 Indecision: The Core of Sales Challenges 12:02 The Fear of Messing Up: A Psychological Barrier 15:04 Navigating Buyer Indecision: Strategies for Sellers 18:06 The Role of Marketing in Reducing Indecision 20:53 Building Trust: The Balance of Confidence in Sales 24:04 Understanding Buying Teams and Their Dynamics 29:58 The Importance of Emotional Intelligence in Sales 41:48 De-risking Decisions in Sales 46:25 The Importance of Post-Implementation Feedback 51:57 Understanding Indecision in Complex Purchases 01:01:25 The Role of AI in Sales 01:06:14 Win-Loss Analysis and JOLT Elements 01:10:49 The Future of High-Performance Selling Learn more about optimizing complex B2B sales teams and performance. #TheJoltEffect #JoltEffect #TedMcKenna #ChallengerSale #MattDixon #BuyerIndecision #OvercomingBuyerIndecision #B2BSales #SalesCoaching #IndustrialSales #ComplexSales #RiskAversion #DecisionMaker #BuyingTeams #FOMO #FOFU #FOMU | |||
| Episode 58 - John Barrows on Sales Excuses, AI, SKOs and Sales Management | 30 Apr 2025 | 01:24:10 | |
The Plague of Sales Excuses is Costing You Wins: It's Time for Extreme Ownership of Results in B2B Sales - John Barrows on Episode 58 of the Industrial Growth Institute Podcast Summary John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses. John shares insights from his extensive career, emphasizing the need for practical application in training and the significance of human connection in sales. The conversation also touches on:
The dialogue also highlights the significance of understanding personal goals in sales management, the importance of effective sales kickoffs, the role of authenticity in sponsorships, and the power of video in sales communication. Barrows reflects on leadership lessons learned from Jack Welch and highlights the evolving landscape of B2B sales, advocating for agility and continuous improvement in sales processes. Takeaways
Takeaway Quotes from John "Make It Happen" Barrows
Check out John's JB Sales website and the children's sales book he wrote with his daughter. LinkedIn: John Barrows and Ed Marsh Twitter: John Barrows and Ed Marsh Instagram: John Barrows and Ed Marsh YouTube: @JohnMBarrows and @EdMarsh Chapters 00:00 Introduction to Industrial Sales and Tech Insights03:22 John's Sales Journey: From Xerox to JB Sales 06:09 Training Approaches: Theory vs. Application 09:36 The Importance of Sales Training in Modern Times 13:44 The Need for In-Person Training and Development 15:38 The Role of AI in Sales and Business Acumen 20:51 The Future of Sales Talent and Mindset 25:26 Challenging Sales Myths and Misconceptions 26:01 The Essence of Problem Solving in Sales 30:11 Building Resilience and Learning from Losses 33:32 The Importance of Personal Connections in Sales Management 36:30 Leveraging AI for Sales Coaching 38:10 Overcoming Excuses and Taking Control 49:15 The Evolution of Sales Training and Methodologies 57:00 The Art of Sales Kickoffs 01:02:03 Navigating Sponsorships and Authenticity 01:06:05 The Power of Video in Sales 01:10:00 Leadership Lessons from Jack Welch 01:13:55 The Evolving Landscape of B2B Sales 01:20:59 Agility and Continuous Improvement in Sales Learn more about the changing B2B sales environment. #SalesExcuses #ExtremeOwnership #B2BSales #EnterpriseSales #ComplexSales #IndustrialSales #SalesTraining #AIinSales #JohnBarrows #MakeItHappen #SalesMindset #SalesDevelopment #SalesProspecting #SalesTechniques #SalesStrategies #BusinessAcumen #ProblemSolving #Resilience #OvercomingExcuses #SKO #SalesKickoff #Sponsorships #Authenticity #VideoMarketing #JackWelch #B2BSales #ContinuousImprovement #SalesManage #SalesKaizen | |||
| Episode 57 - Elizabeth Freedman on Selling to the C-Suite | 23 Apr 2025 | 01:08:51 | |
Mastering Selling the the C-Suite and Shepherding Decisions - Elizabeth Freedman in Episode 57 of the Industrial Growth Institute Podcast Summary Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed? Elizabeth Freedman brings years of personal experience selling to the Csuite to the Industrial Growth Institute podcast as she and Ed Marsh discuss the intricacies of executive performance and leadership. The conversation focuses on Elizabeth's expertise in:
These are both critical for B2B sales reps to master if they're going to consistently excel at selling complex B2B solutions to industrial manufacturing business leaders. After discussing her career focus of helping others - from time in the Peace Corp through her consulting work, Elizabeth kicks the conversation off with a personal anecdote of her early struggles selling to the csuite, and shares her journey from struggling to communicate with executives to founding eSuite Leader, a firm dedicated to empowering leaders. They explore the value of coaching, the relevance of liberal arts education, and the challenges of bridging generational gaps in communication. The conversation delves into:
They discuss strategies for prospecting, managing stress, the significance of personal branding in professional settings, and even the relevance of liberal arts education. The dialogue emphasizes the need for clear communication and the ability to simplify complex ideas for executive audiences, while also addressing the challenges faced by sales professionals in navigating relationships across different organizational levels. Takeaways
Takeaway Quotes from Elizabeth Freedman
Check out Elizabeth's E-Suite Leader website. LinkedIn: Elizabeth Freedman and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Executive Performance and Leadership02:40 The Journey of Helping Others 07:39 Understanding the Value of Coaching and Consulting 09:09 The Debate on Liberal Arts Education 12:52 Bridging Generational Gaps in Communication 17:55 Launching eSuite Leader: A New Venture 22:23 Understanding Executive Decision-Making 23:48 Evolving Decision-Making Processes 32:10 The Role of Committees in Decision-Making 37:01 Decline in Accountability 39:44 Keys to Success in Selling to the C-Suite 43:21 Prospecting Strategies for Executives 46:23 Bridging Conversations Across Levels 49:20 Simplifying Complex Ideas for the C-Suite 52:49 Common Reasons for Losing Deals 54:01 Managing Stress in High-Stakes Environments 01:01:30 Seizing Opportunities in Turmoil 01:03:08 Resources for Selling to Executives 01:05:47 Changing Dynamics in Executive Decision-Making Learn more about changing the changing B2B sales environment. #Leadership #SellingToTheCsuite #ComplexSales #SellingToCsuite #HowToSellToExecutives | |||
| Episode 56 - Roi Carmel on Using AI Sales Agents for Better B2B Sales Opportunity Qualification | 16 Apr 2025 | 01:14:35 | |
Autonomous Deal Execution and the Power of AI Sales Agents - Roi Carmel in Episode 56 of the Industrial Growth Institute Podcast Summary Roi Carmel, CEO of Spotlight.ai, joins EdMarsh to discuss the intersection of sales, technology, and the impact of AI on the sales process. They explore the importance of viewing sales as a core function across all roles, the concept of autonomous deal execution, and how AI can streamline sales processes while maintaining the essential human element. The discussion dives deeply into the rapid evolution of AI Sales Agents and how technology is quickly empowering reps - although it's unlikely to replace them despite some predictions. Roi shares insights on topics including:
They also explore the evolving landscape of sales and AI, emphasizing the importance of understanding deal dynamics, building trust, and leveraging community engagement. Roi shares insights from his experiences in AI and sales, discussing the critical role of mentorship and the need for continuous learning in a rapidly changing environment. Roi also shares thoughts on the significance of maintaining a balance in life as a CEO and the lessons learned from military service, archery, and judo that apply to leadership and resilience. Takeaways
Takeaway Quotes from Roi Carmel
Check out Roi's Spotlight.ai website. LinkedIn: Roi Carmel and Ed Marsh Twitter: Roi Carmel and Ed Marsh Instagram: Ed Marsh YouTube: @SpotlightAIVideo and @EdMarsh Chapters 00:00 Introduction to Industrial Growth and Technology Insights03:05 The Role of Sales in Product Development 06:01 Understanding Autonomous Deal Execution 09:05 AI's Impact on Sales Processes 14:56 Navigating Complex Sales Cycles 18:04 The CEO and CFO Perspective on Sales Data 21:12 Identifying Causes of Unrealistic Pipelines, and using MEDDPICC to qualify 23:58 The Importance of Discovery in Sales 26:50 Managing Multiple Buying Personas 40:46 Understanding Deal Dynamics 42:13 The Evolution of AI Sales Agents 49:15 Lessons from Military Service, Archery and Judo 54:44 Leadership and Building Trust 58:35 Mentorship and Community Engagement 01:00:05 The Importance of Community in Business 01:07:53 Innovations in AI and Sales Tools 01:12:20 Agentic AI for Opportunity Qualification B2B Sales today is about seeking every ethical edge and advantage. That's why Ed created the Overall Revenue Effectiveness™ Framework to help companies optimize marketing and sales, and unlock an edge. #AISalesAgents #AISalesAgent #AIAgents #AIinSales #SpotlightAI #RoiCarmel #RoyCarmel #EdMarsh #Podcast #AIforSales #AIforSalesforce #AIforSalesTeams #DealQualification #OpportunityQualification #AutonomousDealExecution #AutonomousOpportunityQualification #HappyEars #ComplexSales #B2BSales #IndustrialSales #EnterpriseSales #CapitalEquipmentSales #WhatAreAISalesAgents #AISalesAgentsAndAutomations #BestAISalesAgents #IndustrialGrowth #SalesStrategy #SalesProcess #MEDDPICC #SalesProcess #SalesManagement #SalesPipeline #SalesForecast #PipelineReview #SalesQualification #SalesInsights #Trust #Leadership | |||
| Episode 55 - Dan Schobel on Turning Trade Credit Insurance into a Competitive Sales Advantage | 09 Apr 2025 | 00:52:07 | |
Just Sell That Hairy B2B Deal! Gain a Competitive Sales Advantage Through Trade Credit Insurance - Dan Schobel in Episode 55 of the Industrial Growth Institute Podcast Summary Dan Schobel joins the Industrial Growth Institute podcast to chat with host Ed Marsh about the often-overlooked topic of trade credit insurance. They explore how this financial tool can mitigate risks for industrial manufacturers while also creating opportunities for increased sales flexibility. Dan shares his journey in the industry, the challenges of launching his own business, and insights into effective sales strategies. The conversation also delves into:
They delve into the role of credit insurance as a tool for managing financial risks, providing competitive advantages, and improving cash flow. The discussion also addresses common misconceptions about trade credit insurance and emphasizes the necessity for businesses to consider this coverage to safeguard their receivables and support growth. Dan finished with an admonition to "Just sell the deal!" Imagine having that confidence. Takeaways
Takeaway Quotes from Dan Schobel
Check out Dan's Trade Smart website. LinkedIn: Dan Schobel and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Trade Credit Insurance02:25 Dan's Journey and Business Launch 04:25 Understanding Sales Dynamics 12:14 Defining Trade Credit Insurance 18:54 Cost and Coverage of Trade Credit Insurance 24:22 Current Economic Landscape and Its Impact 25:41 Economic Disparities and Bankruptcy Trends 30:00 Understanding Customer Risks in Business 31:52 Managing Stress in High-Stakes Situations 34:39 The Importance of Credit Insurance 37:48 Leveraging Credit Insurance for Competitive Advantage 40:34 Cash Flow and Financing Benefits of Credit Insurance 42:01 Navigating Misconceptions About Trade Credit Insurance 49:33 The Case for Trade Credit Insurance in Business Growth B2B Sales today is about seeking every ethical edge and advantage. That's why Ed created the Overall Revenue Effectiveness™ Framework to help companies optimize marketing and sales, and unlock an edge. #CompetitiveSalesAdvantage #CompetitiveAdvantage #B2BSales #TradeCreditInsurance #SalesStrategies #IndustrialGrowth #ReceivablesProtection #BusinessRiskManagement #EconomicTrends #DanSchobel #EdMarsh #BankruptcyTrends #CustomerRisk #CreditRisk #CashFlow #TradeCreditInsurance #RiskManagement | |||
| Episode 54 - Dianna Huff on the Curse and Blessing of Private Equity in Mid-Size Industrial Manufacturing | 02 Apr 2025 | 01:08:06 | |
Is Private Equity Good or Bad for American Manufacturers? - Dianna Huff in Episode 54 of the Industrial Growth Institute Podcast Summary Diana Huff, a marketing expert focused on American manufacturing chats with host Ed Marsh. They discuss her journey from a background in English literature to industrial marketing, her passion for promoting Made in USA products, and the challenges faced by small manufacturers in the current economic landscape. The conversation delves into the impact of offshoring, the role of private equity in manufacturing, and the importance of effective marketing strategies for small manufacturers. Diana shares her insights and opinions on various topics including:
They discuss the balance between profit and employee welfare, the importance of manufacturing jobs in providing stability, and the necessity of building trust in marketing. The conversation emphasizes the need for manufacturers to adopt a continuous improvement mindset in both production and operations, and marketing and sales to thrive in a changing landscape. Takeaways
Takeaway Quotes from Dianna Huff
Check out Diann's Huff Industrial Marketing website. LinkedIn: Dianna Huff and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Diana Huff and Her Journey12:00 The Impact of Offshoring on American Manufacturing 19:57 The Role of Private Equity in Manufacturing 28:04 Challenges Facing Made in America Manufacturing 32:06 The Future of Manufacturing and Automation 33:41 The Role of Automation in Manufacturing 35:54 Balancing Profit and Employee Welfare 39:05 Marketing and Sales: The Missing Link 43:05 Private Equity: A Double-Edged Sword 47:56 The Importance of Manufacturing Jobs 52:01 Building Trust in Marketing 56:06 Strategies for Effective Marketing 01:00:54 Resources for Buying American 01:04:02 Final Thoughts on Manufacturing and Marketing Ed Marsh is certified in Private Equity Portfolio Company Governance by the Private Directors Association and consults with sponsors and portcos on his Quality of Sales Framework. #BenefitsOfPrivateEquity #privateequity #JackWelch #Capitalism #ExitStrategy #EmployeeWelfare #IndustrialManufacturing #MadeInUSA #MadeInAmerica #AmericanManufacturing #Offshoring #Profitability #IndustrialMarketing #MarketingForManufacturers #ManufacturingMarketing #Podcast #DiannaHuff #EdMarsh #Reshoring #ManufacturingProfitability | |||
| Episode 53 - Steve Maurer on Industrial Content Marketing from the Heart and Factory Floor | 26 Mar 2025 | 01:19:53 | |
Industrial Content Marketing Can't Fake a Genuine Industrial Connection if It's Going to Resonate - Steve Maurer in Episode 53 of the Industrial Growth Institute Podcast Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Steve Maurer, an industrial content marketing copywriter with a rich background in maintenance and safety. They discuss the evolution of content marketing in the industrial sector, the importance of understanding the buyer's journey, and how to effectively communicate emotional benefits to potential customers. Steve shares insights on:
In this conversation, Steve Maurer shares insights on the challenges faced by marketing teams in industrial sectors, the evolution of content length for SEO, and the importance of understanding audience needs. He discusses the role of AI in content creation, effective interviewing techniques for extracting valuable information, and the significance of emotional connection in marketing. Maurer also emphasizes the need for a structured review process and the value of adjacent content in engaging potential customers. He concludes with recommendations for aspiring copywriters and the importance of strategic content planning. Takeaways
Takeaway Quotes from Steve Maurer
Check out Steve's Maurer Copywriting website. LinkedIn: Lew Weiss and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Industrial Growth and Content Marketing03:02 Steve Maurer's Journey from Maintenance to Marketing 06:02 Understanding the Buyer’s Journey in Industrial Marketing 09:13 The Importance of Emotional Benefits in B2B Marketing 12:01 Aligning Content with the Buyer’s Journey 14:59 Lead Generation and Nurturing Processes 20:50 Finding Information in the Digital Age 26:57 Creating Effective Style Guides 29:46 Types of Content in Industrial Marketing 33:11 Challenges in Writing Case Studies and White Papers 38:54 Marketing Team Challenges and Resource Limitations 42:45 The Evolution of Blog Post Length and SEO 47:26 Navigating Client Expectations and Content Voice 49:34 The Art of Interviewing for Tacit Knowledge 52:29 AI's Role in Content Creation and Research 01:00:58 Writing for Audience Engagement and Emotional Connection 01:09:02 Recommended Resources for Aspiring Copywriters 01:12:56 The Importance of Adjacent Content in Marketing 01:15:22 Final Thoughts on Industrial Content Strategy Learn about Manufacturing Journalism™ for Industrial Manufacturers. #industrialcontentmarketing #IndustrialMarketing #ManufacturingMarketing #ContentMarketing #SalesEnablement #BuyersJourney #LeadGeneration #DigitalContent #StyleGuides #CaseStudies #WhitePapers #Blogging #B2BMarketing #MarketingforManufacturers #ContentCreation #SEO #BlogWriting #AudienceEngagement #AIinWriting #ContentStrategy #InterviewingTechniques #CopywritingResources #IndustrialCopywriting #ManufacturingJournalism #Podcast | |||
| Episode 52 - Lew Weiss on How Manufacturing Talk Radio Transformed His Metals Distribution Business | 19 Mar 2025 | 01:12:01 | |
Manufacturing Talk Radio Quickly Morphed From an Experiment to an Industrial Marketing Juggernaut that Drove 30% Growth in Sales - Lew Weiss in Episode 52 of the Industrial Growth Institute Podcast Summary Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing. Lew discusses the evolution of sales over the decades, his early adoption of the internet, and the significant impact of achieving ISO certification on his business. He also reflects on the creation of Manufacturing Talk Radio, emphasizing the importance of providing valuable insights to manufacturers. The conversation highlights:
Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry. Takeaways
Takeaway Quotes from Lew Weiss
Check out Lews's Manufacturing Talk Radio website. LinkedIn: Lew Weiss and Ed Marsh Twitter: @MfgTalkRadio and Ed Marsh Instagram: Ed Marsh YouTube: @MfgTalkRadio and @EdMarsh Chapters 00:00 Introduction to Lew Weiss and His Journey in Business and Manufacturing Talk Radio04:26 The Evolution of Industrial Sales 11:50 Embracing the Internet Revolution 17:14 Achieving ISO Certification and Its Impact 24:53 Marketing vs. Sales: A Historical Perspective 28:11 The Birth of Manufacturing Talk Radio 34:48 The Impact of Manufacturing Talk Radio on Business 36:35 Measuring Impact and Consistency in Podcasting 39:01 Transitioning from Audio to Video 41:22 Relaunching and New Beginnings 43:12 Syndication and Expanding Reach 49:09 Monetization Challenges and Strategies 51:30 Navigating Business Transactions and Surprises 56:47 Balancing Work Stress and Passion 01:00:10 Advice for Aspiring Podcasters 01:02:10 The Importance of Commitment and Patience 01:07:11 Educating the Buyer and Market Trends Learn about Manufacturing Journalism™ for Industrial Manufacturers. #ManufacturingTalkRadio #LewWeiss #ManufacturingJournalism #IndustrialJournalism #IndustrialMedia #IndustrialSales #ISOCertification #MarketingStrategies #BusinessEvolution #InternetMarketing #SalesTechniques #DigitalMarketing #ManufacturingMarketing #AllMetalsAndForgeGroup #Podcast #Podcasting #VideoMarketing #MarketingROI #BuyerEducation #PodcastingAdvice #VideoPodcast #ManufacturingIndustry #BrandedPodcast #PodcastMarketing | |||
| Episode 51 - Jean Rabatin on Optimizing Industrial Sales Channel and Avoiding Channel Conflict | 12 Mar 2025 | 01:13:56 | |
Avoiding Channel Conflict and Driving Profitable, Sustainable Growth - POV From Both Sides of Sales Channel in Automation and Machinery Sales - - Jean Rabatin in Episode 51 of the Industrial Growth Institute Podcast Summary Jean Rabatin, a successful woman in sales and a long-time professional in the automation industry, discusses her journey from selling metal to robotics. Jean and host Ed Marsh explore the significance of live events and trade shows in building relationships and generating leads, the challenges of transitioning from technical to commercial conversations, and the importance of understanding partner dynamics in sales. Jean shares insights on:
They explore the concept of ideal partner profiles, the significance of training and onboarding, and the impact of innovative co-marketing (manufacturer and channel partner) strategies in the industrial space. The discussion also touches on personal well-being, the future of AI in robotics, competition in automation, and trends in US automation, providing insights into how companies can adapt to evolving market demands. Takeaways
Takeaway Quotes from Jean Rabatin
Check out Jean's Yaskawa Motoman Robotics website. LinkedIn: Jean Rabatin and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @Yaskawa and @EdMarsh Chapters 00:00 Introduction to Jean Rabatin and Her Journey02:18 The Importance of Live Events in Business 04:22 Transitioning from Technical to Commercial Conversations 08:31 Feedback and Future Plans for Partner Events 10:29 The Role of Trade Shows in Networking and Lead Generation 12:15 Managing Trade Show Leads Effectively 16:46 The Challenges of Selling Custom Automation 19:42 Women in Sales - Breaking into Sales in a Male-Dominated Industry 24:10 The Move to Automation and Channel Sales 28:56 Navigating Complex Channel Partnerships 32:32 Building Technology Partnerships for Growth 35:15 Avoiding Channel Conflict in Sales 39:34 Navigating Robot Partnerships 42:00 The Importance of Support Culture 45:04 Defining Ideal Partner Profiles 48:48 Training and Onboarding New Partners 51:02 Selling Beyond Technical Features 53:00 Innovative CO-Marketing Strategies 58:47 The Future of AI in Robotics 01:01:34 Understanding Competition in Automation 01:03:39 Trends in US Automation 01:08:34 Resources for Automation Insights Explore the Overall Revenue Effectiveness™ Framework for Industrial Revenue Growth and and the role of channel management to drive growth and preempt channel conflict #ChannelConflict #ChannelSales #SalesChannel #IndirectSalesChannel #Distribution #Integrators #IndustrialSales #MachinerySales #Robots #Automation #Yaskawa #Kuka #CalvaryAutomation | |||
| Episode 50 - Mike Miller on the Evolution from Engineer to Sales to Sales Manager | 05 Mar 2025 | 01:26:56 | |
From Air Force ICBM Missaleer to Sales Engineer and on to Sales Manager - Mike Miller in Episode 50 of the Industrial Growth Institute Podcast Summary Mike Miller is an Air Force Veteran and experienced capital equipment sales engineer. Today, he's a sales manager with a unique background in aerospace engineering and military service. Mike and Ed discuss the common sales challenges faced by industrial manufacturers, the importance of balancing technical knowledge with sales excellence, and the transition from military to sales roles. Mike shares insights on effective sales training, the significance of understanding customer needs beyond technical specifications, and the challenges of moving into management. The conversation highlights the importance of:
Mike shares insights on transforming traditional sales processes, managing customer relationships, and the significance of hiring and developing sales talent. The discussion also covers pricing strategies, sales compensation, and the challenges facing US manufacturing. Miller concludes with practical advice for sales leaders seeking to improve their processes and outcomes. Takeaways
Takeaway Quotes from Mike Miller
Check out Mike's AZO, Inc. website. LinkedIn: Mike Miller and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @AZOInc. and @EdMarsh Chapters 00:00 Introduction to Sales Challenges in Manufacturing01:20 Mike Miller's Unique Background 05:14 Transitioning from Military to Sales 09:14 Preconceptions of Sales vs. Reality 14:40 The Importance of Business Over Technical Details 20:32 Navigating Customer Conversations 25:44 The Role of Sales Training and Onboarding 31:09 Lessons from the Air Force in Sales 36:47 Transitioning to Sales Management 43:14 Navigating Peer-to-Boss Dynamics 45:48 Leadership vs Management in Sales 48:27 Transforming Sales Processes 51:16 Accountability and Control in Sales 54:32 Managing Customer Relationships 58:53 Sales Team Dynamics and Market Focus 01:02:08 Hiring and Developing Sales Talent 01:06:04 Pricing Strategies and Value Perception 01:09:34 Sales Compensation and Motivation 01:13:31 Balancing Individual and Team Dynamics 01:17:10 The Value of Sales Experience for Future Generations 01:20:00 Concerns for the Future of US Manufacturing 01:24:02 Final Advice for Sales Leaders Explore the Overall Revenue Effectiveness™ Framework for Industrial Revenue Growth and why the sales management role is critical And tips on hiring a great sales manager. #SalesEngineer #TechnicalSales #IndustrialSales #MachinerySales #SalesTraining #SalesCoaching #SalesRoleplay #SalesManager #SalesManagement #SalesHiring #Veteran #AirForce | |||
| Episode 49 - Eric Rose on Innovation Management and New Product Development | 26 Feb 2025 | 01:14:44 | |
Episode 49 - Eric Rose on How to Turn Innovation Management and New Product Development into a Revenue Growth Superpower Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh and Eric Rose, a product innovation expert, delve into the critical role of new product innovation in driving business growth. They explore the concept of 'market anguish'—the frustrations consumers face with existing products—and how understanding this anguish can lead to successful product development. Eric shares insights from his extensive experience in product innovation, emphasizing the importance of qualitative research and stakeholder engagement. The conversation also touches on:
They explore the role of product innovation in corporate strategy, the significance of licensing intellectual property, and the commitment to STEM education. The discussion also touches on expert witness work in product liability, the impact of reshoring on innovation, and the implications of AI in product development. Finally, they address pricing strategies and resources for product innovation, culminating in key takeaways for industrial manufacturers. Takeaways
Takeaway Quotes from Eric Rose
Check out Eric's Pinnacle Product Innovation website. LinkedIn: Eric Rose and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Growth and Innovation02:53 Understanding Market Anguish 11:23 The Role of Research in Product Development 19:33 Navigating Innovation in Industrial Manufacturing 27:11 Case Study: Workplace Safety Devices 34:19 Balancing Creativity and Realism in Innovation 36:37 Innovative Ideation Techniques 39:06 The Challenge of Product Innovation 41:28 Integrating Product Management and Innovation 45:06 The Role of Product Innovation in Corporate Strategy 47:51 Navigating the Innovation Process 51:50 Licensing and Monetizing Intellectual Property 53:51 Commitment to STEM Education 56:51 Expert Witness Work in Product Liability 01:00:09 Reshoring and Its Impact on Innovation 01:01:28 The Role of AI in Product Development 01:08:41 Pricing Strategies in Product Innovation 01:10:33 Resources for Product Innovation 01:12:21 Key Takeaways for Industrial Manufacturers Learn About the Overall Revenue Effectiveness™ Framework for Industrial Revenue Growth #InnovationManagementAndNewProductDevelopment #Innovation #NewProductDevelopment #RandD #ResearchAndDevelopment #ProductInnovation #Podcast #RevenueGrowth #IndustrialManufacturing #ManufacturingRevenueGrowth #MarketResearch #IndustrialGrowth #StakeholderEngagement #QualitativeResearch #BusinessStrategy #Manufacturing #IdeationTechniques #Ideation #CorporateStrategy #Licensing #Reshoring #AIinManufacturing #Pricing #PricingStrategies | |||
| Episode 48: Family Dynamics & Business Success - A Conversation with Josh Gentine | 19 Feb 2025 | 01:24:41 | |
Episode 48 - Josh Gentine on Navigating the Challenges of Family and Business in Family Business Summary In this conversation, Ed Marsh and Josh Gentine explore the complexities of family-owned businesses, focusing on the challenges of succession planning, the importance of outside experience, and the balance between preserving legacy and embracing innovation. Josh's family business and governance insights are built on many personal experiences, including growing up in Sargento Foods, a very successful family business based in Wisconsin, where he remains a 3rd generation family owner and board member. He shares insights from his work with family enterprises, emphasizing the need for effective communication, governance, and the role of independent directors in fostering growth and adaptation in a changing business landscape. They explore the complexities of family businesses, emphasizing:
Josh also shares his background growing up around a family business, playing football for Notre Dame, launching an internet company, and his detour as an aspiring priest. Takeaways
Takeaway Quotes from Josh Gentine
Check out Josh's Bench Consulting website, and Family.inc. LinkedIn: Josh Gentine and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 0:00 Navigating Family Business Transitions12:09 The Entrepreneurial Spirit in Family Enterprises 24:04 Balancing Legacy and Innovation 35:58 The Role of Governance and Independent Directors 43:41 Navigating Family Dynamics in Business 49:58 The Role of Independent Directors 50:26 Embracing Servant Leadership 54:55 The Importance of Continuous Learning 01:00:27 Evaluating Business Performance 01:02:31 Advice for Independent Directors 01:08:29 Common Challenges Across Industries 01:10:04 Managing Talent in Family Businesses 01:20:42 Investing in Family Dynamics Learn More About Ed Marsh's Work as an Independent Corporate Director #FamilyBusiness #SuccessionPlanning #Entrepreneurism #Legacy #LegacyPreservation #Governance #IndependentDirectors #FamilyDynamics #DigitalTransformation #ConflictResolution #BusinessGrowth #FamilyBusinessChallenges #ServantLeadership #ContinuousLearning #TalentManagement #Consulting #MultigenerationalEnterprise | |||
| Episode 47 - Jake Meth on How To Avoid Crappy Thought Leadership Content | 12 Feb 2025 | 01:24:50 | |
Episode 47 - Jake Meth Puts on His Editor Cap and Coaches on How to Create Effective Thought Leadership Content Summary In this episode, Ed Marsh and Jake Meth discuss the evolution of thought leadership and journalism, exploring Jake's journey from traditional media to entrepreneurship. They delve into the importance of authenticity, the role of a fractional editor in chief, and the challenges of navigating the changing media landscape. The conversation highlights:
Jake shares insights on the role of personal well-being in creativity, the dynamics of entrepreneurship, and the necessity of hiring journalists for effective content creation. They also touch on the impact of AI on writing and the future direction of content strategies, emphasizing the need for authenticity and thoughtful engagement in business communication. Takeaways
Takeaway Quotes from Jake Meth
LinkedIn: Jake Meth and Ed Marsh Twitter: Jake Meth and Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Thought Leadership and Journalism03:07 Jake Meth's Journey from Journalism to Entrepreneurship 06:13 Experiences During the Arab Spring 09:05 Transitioning from Traditional Media to New Models 11:57 The Role of a Fractional Editor in Chief 15:05 Honesty vs. Authenticity in Content Creation 18:03 Target Audience and Industry Focus 21:01 The Importance of Consistency in Thought Leadership 23:49 Navigating the Changing Media Landscape 26:54 Defining the Scope of Thought Leadership 30:10 Strategic Planning for Effective Thought Leadership 32:50 The Impact of Bias in Modern Journalism 44:28 Navigating Information Overload 45:30 The Power of Media for Companies 48:43 Opinion vs. Fact in Business Communication 50:44 The Importance of Personal Well-being 53:35 Entrepreneurship and Family Dynamics 56:18 Defining Marketing, PR, and Communications 59:05 The Role of Journalists in Content Creation 01:02:33 Resources for Thought Leadership 01:05:15 Writing Style and Precision 01:09:38 The Shift to Video Content 01:11:01 The Role of AI in Content Creation 01:18:30 Future Directions for Business and Content Content Marketing is Changing Fast! Thought leadership content must be effective as traditional playbook of SEO and optimized blog articles is quickly deteriorating in performance. Thought leadership provides leaders an opportunity to build trust and share the culture of a company. Here's more on how content marketing is changing. And more on a helpful content framework - KUUL Content. And here's a guide on the rapidly evolving changes in marketing and sales. #ThePowerOfThoughtLeadership #ThoughtLeadershipContent #ThoughtLeadershipMarketing #HowToBecomeAThoughtLeader #Journalism #Media #ContentCreation #Authenticity #Bias #OpinionWriting #OpinionPieces #Entrepreneurship #AI #B2BMarketing #PR #ThoughtLeadership #ThoughtLeader | |||
| Episode 46 - Stephen Sears with Tips on Maximizing Your Investment in Industrial Trade Associations | 05 Feb 2025 | 01:23:44 | |
Episode 44 - Stephen Sears details how industrial manufacturers can extract maximum business value from trade associations Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh and Stephen Sears discuss the importance of maximizing trade association memberships for industrial manufacturers. They explore the multifaceted role of trade associations, the significance of networking, and the evolving value propositions that associations must offer to retain members. The conversation explores various topics including:
Stephen shares insights on how associations can adapt to the changing landscape and continue to provide value to their members. He sees value in professional development, grant opportunities, networking, and aggregating knowledge. They discuss the importance of engagement in associations for career growth, the challenges of navigating multiple memberships, and the overlooked value of collaboration within the industry. The conversation also touches on the impact of AI, the future of trade associations, and the critical need for skilled labor in manufacturing. Takeaways
Takeaway Quote from Stephen Sears
LinkedIn: Stephen Sears and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @eifsindustrymembersassocia5665 and @EdMarsh Chapters 00:00 Maximizing Trade Association Memberships05:59 Networking and Member Engagement 12:00 Adapting to Generational Changes 17:51 Advocacy and Its Impact 24:07 The Future of Trade Associations 44:01 The Impact of Emissions and Urban Regulations 49:11 The Role of Associations in Grant Opportunities 56:19 Addressing Member Interests Beyond Core Focus 01:02:07 Career Opportunities in Modern Manufacturing 01:11:19 The Future of Trade Associations 01:19:47 The Overlooked Value of Trade Association Memberships #TradeAssociations #IndustrialManufacturing #Networking #Advocacy #MembershipValue #ManufacturingMarketing #IndustrialMarketing #GenerationalChanges #RegulatoryIssues #IndustryInsights #TradeAssociation #ProfessionalDevelopment #Grants #TheFutureOfTradeAssciations #IndustryStatistics | |||
| Episode 45 - Jim Kraus on a Buyer Persona as a Single Source of Marketing and Sales Truth | 29 Jan 2025 | 01:20:38 | |
Episode 45 - Jim Kraus on why a Killer Buyer Persona Improves Marketing and Sales Summary In this episode, Ed Marsh and Jim Kraus discuss the importance of understanding buyer personas and high consideration or complex buying decisions in the industrial manufacturing space. They explore the need for updated buyer persona frameworks, the significance of empathy in marketing, and the impact of growing buying teams on decision-making. Jim shares insights from his extensive experience in market research and emphasizes the importance of addressing buyer fears and concerns to facilitate better decision-making. The conversation also highlights:
They discuss the need for organizations to engage in direct conversations with recent buyers to gather unbiased information including direct quotes to enhance credibility and communication strategies. Finally they discuss the role of AI in analyzing buyer persona data is explored. Kraus concludes by highlighting the long-term value of investing in buyer personas for organizations looking to enhance their marketing and sales efforts. Takeaways
Takeaway Quotes from Jim Kraus
LinkedIn: Jim Kraus and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @BuyerPersonaInstitute and @EdMarsh Chapters 00:00 Introduction to Buyer Research05:50 The Importance of Buyer Persona Updates 12:26 The Engineering Process in Buyer Personas 20:51 Addressing Buyer Fears and Concerns 27:42 The Five Rings of Buying Insight 36:09 The Importance of Buyer Interviews 44:43 Applying Buyer Personas Beyond B2B 54:40 Leveraging Survey Research for Buyer Insights 01:00:00 Mastering Buyer Interviews: The Art of Listening 01:06:00 The Role of AI in Buyer Persona Development 01:18:04 The Long-Term Value of Buyer Personas #BuyerPersona #BuyerPersonas #buyingjourney #BuyerResearch #MarketResearch #BuyerPersonaInstitute #Podcast #AdeleRevella #JimKraus #EdMarsh | |||
| Episode 44 - Dave Kurlan Talks Baseline Selling, Sales Training and Accountability | 22 Jan 2025 | 01:28:05 | |
Episode 44 - Dave Kurlan on the Power of Baseball Analogies in Impactful Sales Training Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews sales legend Dave Kurlan, who shares his unconventional journey into sales, the importance of mentorship, and the lessons learned from early experiences. Kurlan discusses the parallels between sales, baseball, and music, emphasizing the significance of efficiency and active listening in sales success. He also delves into the complexities of sales roles and the evolution of sales assessments through Objective Management Group, the company he founded. They also discuss:
Kurlan emphasizes the need for a holistic approach to sales methodology and process, the role of leadership in fostering a culture of accountability, and the impact of AI on sales practices. Takeaways
Takeaway Quotes from Dave Kurlan
Check out Dave's website and the Baseline Selling book. LinkedIn: Dave Kurlan and Ed Marsh Twitter: Dave Kurlan and Ed Marsh Instagram: Ed Marsh YouTube: @KurlanAndAssociates and @EdMarsh Chapters 00:00 Introduction to Sales Legend Dave Kurlan02:04 The Unlikely Path to Sales Success 05:02 Lessons from Early Sales Experiences 08:16 Mentorship and Learning in Sales 12:48 The Importance of Sales Experience 14:19 Baseball: A Parallel to Sales 17:51 The Role of Music in Sales Skills 22:29 Identifying Sales Potential 26:40 The Complexity of Sales Roles 29:45 Founding the Objective Management Group 32:51 The Evolution of Sales Assessments 39:12 The Journey of Writing and Blogging 42:04 The Discipline of Writing and Its Importance 44:53 Exploring Faith and Sales Analogies 49:03 The State of Accountability in Sales 54:03 Coaching and Role-Playing in Sales 58:55 Integrating Sales Methodology and Process 01:06:10 The Evolution of Sales Training 01:12:12 The Role of Leadership in Sales Training 01:14:56 The Impact of AI on Sales 01:20:27 Sales vs. Marketing: Defining the Relationship 01:30:55 Future Sales Strategies and Executive Insights Learn more about Objective Management Group Sales Candidate Assessments and Sales Rep Evaluations here #SalesTraining #SalesManagement #SalesCoaching #DaveKurlan #EdMarsh #Podcast #SellingSkills #salesProcess #SalesMethodology #BaselineSelling #SandlerSales #SalesCandidateAssessment #SalesTesting #SalesHiring #SalesPerformance | |||
| Episode 43 - Ed Marsh Breaks Down Secular Changes in Impacting Industrial Sales and Marketing | 15 Jan 2025 | 00:30:12 | |
Episode 43 - Industrial Sales and Marketing are Undergoing a Massive Change, and Ed Marsh explains why manufacturers need to adapt. Summary In this episode, Ed Marsh discusses the secular changes occurring in B2B buying and their implications for industrial marketing and sales. He emphasizes the need for adaptation in response to gradual shifts in buyer behavior, driven by technological advancements, the internet, and the impact of COVID-19. The conversation explores the evolution of marketing and sales, the changing dynamics of decision-making processes, and the challenges faced in digital marketing. Ed advocates for a rethinking of marketing strategies and a transformation in sales approaches to meet the demands of today's buyers and ensure future success. Takeaways
Takeaway Quotes from Ed Marsh
LinkedIn: Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Secular Changes in B2B Buying02:50 Understanding Cycles vs. Secular Trends 06:14 The Evolution of Marketing and Sales 09:08 The Impact of the Internet on Buyer Behavior 12:01 The Role of COVID and AI in Changing Sales Dynamics 14:54 The Shift in Decision-Making Processes 17:48 Challenges in Digital Marketing and SEO 21:05 Rethinking Marketing Strategies for Today's Buyers 24:11 Transforming Sales Approaches for Future Success 27:05 Conclusion and Call to Action for Adaptation Learn More about these Tectonic Changes in Industrial Sales & Marketing Download a Deep Dive Or Download a Quick By the Numbers View More on Changes in Content Marketing here #BusinessCycle #B2BBuying #B2BSales #BuyingHabits #IndustrialMarketingAndSales #IndustrialMarketing #IndustrialSalesAndMarketing #SalesAdaptation #SalesTraining #CyclicalChanges #SecularChanges #DigitalMarketing #ContentCreation #ContentMarketing #LeadGeneration #DemandGeneration #AIContent #AIImpact #BuyerBehavior #DecisionMaking #MarketStrategies #SalesTransformataion | |||
| Episode 42 - 2024: Industrial Growth Institute Year in Review | 08 Jan 2025 | 00:26:51 | |
A Year in Review - Industrial Growth Institute Podcast episodes from 2024 Episode 1 - Chris Fox, Video for Industrial Marketing Youtube & Audio Episode 2 - Sean Hurd, Veterans in Sales YouTube & Audio Episode 3 - Bob Apollo, Outcome-Centric Sales YouTube & Audio Episode 4 - Markus Rimmele, Technical Service and Revenue YouTube & Audio Episode 5 - Peter Caputa, Analytics YouTube & Audio Episode 6 - Carole Mahoney, Buyer First Sales YouTube & Audio Episode 7 - Terri Hoffman, Manufacturing Marketing YouTube & Audio Episode 8 - Jeff Cross, Content Creation YouTube & Audio Episode 9 - Mario Trafficante, Sales KPIs and Management YouTube & Audio Episode 10 - Trista Morrison, Strategic Communications YouTube & Audio Episode 11 - Scott MacKenzie, Podcasting YouTube & Audio Episode 12 - Kathleen Booth, Community and Events YouTube & Audio Episode 13 - Jon Selig, Humor in Sales YouTube & Audio Episode 14 - John Panaccione, Veterans in Business YouTube & Audio Episode 15 - Lisa Spadafora Thompson, Strategic Pricing YouTube & Audio Episode 16 - Dustin Levy, Technical Sales YouTube & Audio Episode 17 - Brisa Renteria, Hiring Top Sales Talent YouTube & Audio Episode 18 - Franz-Josef Schrepf, Partnerships YouTube & Audio Episode 19 - Ben Tagoe, Using Data to Improve Sales YouTube & Audio Episode 20 - Jon Russo, Account Based Marketing YouTube & Audio Episode 21 - Cece Kintner, Sales Operations YouTube & Audio Episode 22 - Dan Ott, Intergenerational Digital Marketing YouTube & Audio Episode 23 - Jim Blasingame, Solving for the Customer YouTube & Audio Episode 24 - Rudy Scarito, Preparing Your Biz for Sale YouTube & Audio Episode 25 - Adam Honig, Hating on CRM YouTube & Audio Episode 26 - Douglas Burdett, Marketing & Sales Books YouTube & Audio Episode 27 - Alyssa Gelbard, Executive Presence YouTube & Audio Episode 28 - Vaughn Mordecai, Channel Sales YouTube & Audio Episode 29 - Dan Allford & Johnny Tyler, YouTube for Industrial Marketing YouTube & Audio Episode 30 - Amy Franko, Sales Strategy YouTube & Audio Episode 31 - Al Rosenbaum, Value Propositions YouTube & Audio Episode 32 - Jared Dillian, Just Start Writing! YouTube & Audio Episode 33 - Jack Watson, Social Media for Hiring YouTube & Audio Episode 34 - Chris Dunn, Trade Shows YouTube & Audio Episode 35 - Patrick Hayes, Culture YouTube & Audio Episode 36 - Samantha Gadenne, Partnerships YouTube & Audio Episode 37 - Salim Awad, LinkedIn for Industrial Sales YouTube & Audio Episode 38 - Kurt Palmer, Family Business YouTube & Audio Episode 39 - Micki Vandeloo, Grant Strategy YouTube & Audio Episode 40 - Mike Sibley, Strategic Finance YouTube & Audio Episode 41 - David Anderson, AI in Industrial Purchasing YouTube & Audio #Podcast #IndustrialGrowthInstitute #EdMarsh #RevenueGrowth | |||
| Episode 41 - David Anderson on AI Technical Sales and Industrial Marketing to LLMs | 18 Dec 2024 | 01:19:02 | |
Episode 41 - David Anderson on How Manufacturing Marketers Need to Handle AI and why Industrial Sales Reps May be Extinct Summary In this conversation, Ed Marsh speaks with Dr. David Anderson, an expert in machine learning and engineering design, about the transformative potential of AI in the engineering sector. They discuss the importance of tacit and explicit knowledge in engineering, the role of automation in streamlining processes, and the implications for sales and marketing in an increasingly automated world. David shares insights from his journey in founding Engora, a company focused on leveraging AI to enhance engineering efficiency and knowledge transfer. They explore:
The conversation also delves into the future of 3D printing, the significance of information security in AI solutions, and the changing expectations of buyers in the industrial sector. David emphasizes the need for companies to adapt their marketing strategies to leverage AI effectively and the importance of providing comprehensive content to meet buyer needs. Takeaways
Takeaway Quotes from David Anderson
Check out David's website and the Engora chatbot LinkedIn: David Anderson and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Machine Learning in Engineering02:47 The Role of LinkedIn in Startup Growth 06:00 Understanding Tacit and Explicit Knowledge 08:52 The Vision for Automation in Engineering 12:01 Sales and Marketing in the Age of Automation 15:00 The Need for Efficient Knowledge Transfer 17:57 David's Journey to Founding Engora 20:54 The Evolution of Engora's Technology 23:57 Applications of Engora in Engineering 30:04 Understanding Machine Learning and Generative AI 33:04 The Conflict Between AI and Engineering Precision 39:00 Navigating Latent Knowledge in Industrial Supply Chains 41:57 The Role of LLMs in Engineering Knowledge 45:02 Learning from Mistakes in Startup Development 48:11 The Future of 3D Printing and Digital Fabrication 51:00 Addressing Information Security in AI Solutions 53:06 Building Trust with Sales Reps 56:02 The Shift in Marketing Strategies for AI 01:00:05 The Importance of Comprehensive Content 01:03:01 The Role of Websites in the AI Era 01:05:54 Preparing for the Future of AI in Industry 01:10:03 Tacit Knowledge and AI's Limitations 01:12:08 Recommendations for Understanding AI in Industry 01:15:02 The Future of Industrial Marketing and Sales Is Technical Sales actually Sales? Calling it technical sales may actually cause problems. It's typically not even really sales. More on the technical sales challenge here. #AISalesEngineer #LLMMarketing #IndustrialMarketing #ManufacturingMarketing #MarketingForManufacturers #IndustrialSales #TechnicalSales #MarketingToEngineers #SellingToEngineers #B2BSales #ComplexSales #AI #LLM #Engora #TacitKnowledge #RoteTasks #HowEngineersBuy #ContentMarketing | |||
| Episode 40 - Mike Sibley on the Importance of Strategic Finance to Enhance Manufacturing Growth and Valuation | 11 Dec 2024 | 01:16:55 | |
Episode 40 - Mike Sibley on the Importance of Strategic Finance to Enhance Manufacturing Growth and Valuation Summary Mike Sibley is a CPA and partner at James Moore & Co who specializes in manufacturing and distribution. Mike brings a unique approach to accounting, which goes beyond traditional "number crunching" practices to include business consulting, workforce development, and the importance of revenue growth for valuation. Mike shares insights on trends in automation, the role of marketing in accounting, and the significance of sales training for accountants. The conversation also touches on:
They explore how to evaluate sales performance, manage stress, and the role of strategic finance in driving revenue growth. Mike offers insights on the significance of understanding financial metrics, funding initiatives, and the potential of strategic acquisitions. Throughout the conversation, they emphasize the need for a proactive approach to finance and operations, ensuring that businesses are well-equipped to navigate challenges and seize opportunities. Takeaways
Takeaway Quotes from Mike Sibley
LinkedIn: Mike Sibley and Ed Marsh Twitter: Mike Sibley and Ed Marsh Instagram: JamesMooreAndCo and Ed Marsh YouTube: @JamesMooreAndCo and @EdMarsh Chapters 00:00 Introduction to Mike Sibley and His Expertise02:31 Mike's Journey from Vermont to Florida 04:21 The Intersection of Accounting and Manufacturing 06:53 Trends in Workforce Development and Automation 09:46 Valuation and Transition Planning in Manufacturing 12:24 The Role of Accountants in Business Operations 14:38 Marketing Perspectives from an Accountant's View 17:32 Sales Training and Its Impact on Accounting Firms 20:27 Innovative Business Models in Manufacturing 23:29 The Power of Podcasting for Client Engagement 29:35 Revenue Growth as a Key Driver of Valuation 32:36 Governance and Accountability in Growing Companies 35:38 The Importance of Sales Training in Today's Market 40:41 Hiring the Right Sales Candidates 46:38 Books for Strategic Financial Understanding 48:26 Accountability in Business 58:46 Understanding Financial Metrics 01:04:30 Regular Financial Reviews 01:07:26 Understanding Competitors 01:11:15 Strategic Acquisitions 01:14:39 Integrating Finance with Operations Strategic Finance Payoff A financially health business can invest in essential business functions of marketing and sales, including the important, required sales infrastructure to drive predictable results. A great place to start is understanding how an integrated, engineered, system approach to revenue growth works. Learn more about ORE™ (Overall Revenue Effectiveness) here. #StrategicBusinessFinance #StrategicFinance #Accounting #ManufacturingFinance #KeyFinancialMetrics #NumberCruncher #Podcast #MikeSibley #RevenueGrowth #BusinessValuation #FinancialManagement #IndustrialManufacturing #BusinessFinance | |||
| Episode 39 - Micki Vandeloo on Business Grants to Fund Revenue Growth Investments | 04 Dec 2024 | 01:12:33 | |
Episode 39 - Micki Vandeloo on Business Grants to Fund Revenue Growth Investments Summary Most industrial manufacturers are leaving money on the table! That's the experienced voice of Micki Vandaloo, president of Lakeview Consulting, chatting with host Ed Marsh for this week's episode. Micki speaks in depth about the often-overlooked opportunities for manufacturers to secure grant funding - where to find them, nuances of successful applications, considerations in complying with requirements, and grant "strategy" vs. just submitting opportunistic applications. Micki shares her engineering and manufacturing bonafides and experience in grant writing, emphasizing the importance of understanding the grant application process, the misconceptions surrounding grants, and the critical role of leadership in pursuing funding. The conversation also highlights the need for a consistent strategy in seeking grants, the resources available through Lakeview Consulting, and the broader impact of manufacturing on communities and the economy that fuels Micki's passion. Money being fungible, it's important for companies to think of grants not just as additive, but basic. Grant money can often be used for investments in training, hiring, acquiring new assets that will extend capability, building programs, products and space, and more. And money allocated for those, that can be replaced with grants, are then available for other purposes. Micki encourages manufacturers to explore grant opportunities actively and not to leave potential funding on the table. Takeaways
Takeaway Quotes from Micki Vandaloo
LinkedIn: Micki Vandeloo and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Grant Opportunities in Manufacturing 07:33 Micki's Background and Experience 14:22 Understanding Business Grants: Misconceptions and Realities 22:49 The Role of Leadership in Grant Applications 29:49 Building a Consistent Grant Strategy 35:43 Navigating the Grant Application Process 41:18 Lakeview Consulting: Services and Resources 48:20 The Importance of Education and Training in Manufacturing 56:05 Celebrating Manufacturing Day and Community Impact 01:01:48 Philosophical Commitment to American Manufacturing 01:09:35 Final Thoughts on Pursuing Grants Revenue growth is getting harder as two secular changes impact business. Buying is changing as risk aversion and buying team size grow. Buyers delay talking with sales, and often select the top name on their short list anyway. And marketing is changing as SEO and content marketing impact decay quickly. That means we need to rethink marketing and improve sales. That's the premise of Overall Revenue Effectiveness™ - a framework for revenue growth for manufacturers. GRANTS can be an important tool to fund important initiatives and non-traditional activities (or other requirements to free up funds for these) to help manufacturers leverage the opportunities. Learn more about ORE™ (Overall Revenue Effectiveness) here. #BusinessGrants #HowToApplyForAGrant #MEP #ManufacturingExtensionPartnership #GrantsForBusinessGrowth #TrainingGrants #GrantWriter #GrantApplications #WorkforceTraining #SalesTraining #Grants #Manufacturing #MadeInAmerica #Funding #LakeviewConsulting #GrantWriting #IndustrialGrowth #IndustrialSales #IndustrialMarketing #FinancialSupport #BusinessDevelopment #TrainingPrograms #EconomicDevelopment | |||
| Episode 38 - Kurt Palmer on Succession Planning, Family Business Exits, and Industrial Sales Leadership | 27 Nov 2024 | 01:00:47 | |
Episode 38 - Kurt Palmer on Succession Planning, Family Business Exits, and Industrial Sales Leadership Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Kurt Palmer, a seasoned professional in the PCB manufacturing industry. Kurt shares his journey from studying chemistry to leading a family business, discussing the challenges and lessons learned during leadership transitions, the importance of strategic growth, and the impact of automation in manufacturing. He reflects on succession planning, the complexities of selling a family business, navigating identity post-sale, and the evolving landscape of sales and marketing in the industry. Kurt's business and sales experience span various industries, but also international cultures from Taiwan to Germany, and experience on the manufacturing side, selling directly and through sales channel, and the distributor side, selling on behalf of a manufacturer. Additionally, he has experience in both capital equipment and consumables sales. The conversation also touches on the significance of trade shows, leveraging LinkedIn for business relevance, and providing advice for future generations in family businesses. Takeaways
Takeaway Quote from Kurt Palmer
LinkedIn: Kurt Palmer and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction to Industrial Growth and Kurt's Journey02:22 From Chemistry to Family Business 04:40 Transitioning Leadership in Family Business 10:15 Inorganic Growth and Lessons Learned 15:18 Selling the Business: Opportunities and Regrets 17:22 Navigating Identity After Selling 22:23 Understanding Friction Between Distribution and Manufacturing 26:28 Traveling and Maintaining Work-Life Balance 29:13 Hiring Challenges in Sales 35:30 Cultural Differences in Sales Approaches 38:05 Insights from Equipment and Materials Sides 39:45 Trends in Automation and Service Contracts 42:29 Marketing Strategies and Customer Engagement 45:14 The Role of Trade Shows in Lead Generation 46:57 Leveraging LinkedIn for Business Relevance 48:47 Advice for Family Business Transitions 55:13 Future Trends in Manufacturing and Automation When's the right time to prepare your family-owned industrial manufacturing business for sale? Several years in advance. Learn from middle-market industrial M&A expert and investment banker Rudy Scarito. Learn about the system I helped Kurt implement to hire top-producing sales reps. #SuccessionPlanning #FamilyBusiness #SellingABusiness #BusinessTransition #CareerTransition #CapitalEquipmentSales #GermanBusiness #PostTransactionPsychology #FindingPurposeAfterSellingYourBusiness #organicGrowth #MandA #investmentbanker #ChannelSales | |||
| Episode 37 - Salim Awad on LinkedIn Lead Generation for Industrial Sales and Marketing | 20 Nov 2024 | 00:48:47 | |
Episode 37 - Salim Awad shares his inspiring personal story and his journey experimenting with LinkedIn Lead Generation Summary In this episode of the Industrial Growth Institute podcast, host Ed Marsh interviews Saleem Awad, president of Spinner North America. Saleem shares his remarkable journey from Colombia to the U.S. Army, his transition to law, and ultimately his role in advanced manufacturing. The conversation delves into the importance of solution-based sales, building authentic customer relationships, and leveraging social media, particularly LinkedIn, for professional growth. Saleem emphasizes the significance of accountability, authenticity, and commitment in leadership, as well as the need for a strong industrial base in the U.S. Takeaways
Takeaway Quote from Salim Awad
LinkedIn: Salim Awad and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @SpinnerNorthAmerica and @EdMarsh Chapters 00:00 - Introduction to Saleem Awad and Spinner North America03:12 - Saleem's Journey: From Colombia to the U.S. Army as a combat diver 06:12 - Transitioning from Military to Law and Business Development 09:11 - The Shift to Advanced Manufacturing and Automation 12:11 - Solution-Based Sales in the Machine Tool Industry 15:10 - Building Relationships and Trust with Customers 18:09 - Leveraging LinkedIn for Professional Growth 20:47 - The Importance of Authenticity in Leadership 23:47 - Managing Workload and Prioritizing Well-Being 26:46 - Introducing Spinner: A Legacy of Precision Engineering 29:48 - Training Sales Teams for Success 33:12 - The Role of Social Media in Building Trust 36:11 - Preparing for Trade Shows: Engaging Customers Effectively 39:01 - The Importance of Accountability in Business 41:53 - Final Thoughts on Leadership and Social Media What's the role of social media in industrial marketing? See how it fits into the concept of Overall Revenue Effectiveness. Learn more here. #LinkedInLeadGeneration #LinkedInMarketing #LinkedInBranding #ExecutiveBranding #LinkedInForSales #IndustrialMarketing #ManufacturingMarketing #MachineTools #B2BSales #ExecutivePresence | |||
| Episode 36 - Samantha Gadenne on Optimizing Partnership Marketing and Sales for Industrial Companies | 13 Nov 2024 | 01:06:56 | |
Episode 36 - Partnership marketing and sales secrets and real-world lessons learned from Samantha Gadenne on the Industrial Growth Insitute Podcast Summary Samantha Gadenne, Director of Portfolio Development at EIT Food, joins the podcast to talk about her experience implementing partnerships in the agri-food industry. Samantha shares her insights and experiences in building successful partnerships and highlights the importance of:
She explains that partnerships are a long-term investment that can expand resources and open doors to new markets and technologies. It is important to be intentional and proactive in building partnerships, rather than relying on passive collaboration. Success in partnerships requires clear communication, regular meetings, and problem-solving. It is crucial to set expectations and address issues such as intellectual property and exclusivity early on. Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results. She recommends starting with someone within the sales or marketing team who has a propensity for partnerships. Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows. It is important to think outside the box and be open to partnerships with companies in different industries. Takeaways
Takeaway Quotes from Samantha Gadenne
LinkedIn: Samantha Gadenne and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction and Background03:01 The Journey of Implementing Partnerships 09:43 Insights into Middle Market Industrial Manufacturing 11:13 Understanding the Food Supply Chain and Agriculture 14:14 The Evolution of Partnerships and Preconceptions 16:08 Moving Beyond Indirect Sales Channels 20:27 Sharing Information and Creating Business Value 23:00 Finding the Right Partners and Ideal Partner Profile 25:41 Cultural Differences in Partnership Approaches 30:12 Key Elements of Effective Partnerships 32:02 Fleshing Out Expectations and Gaining Management Buy-In 34:04 Successes and Failures in Partnership Execution 35:39 Knowing When to Pull the Plug on a Partnership 37:32 Building Visibility and Showcasing Technology 39:14 Active Engagement and Communication in Partnerships 41:19 Addressing Intellectual Property and Exclusivity 45:15 Measuring Partnership Success with Metrics 49:16 Partnerships in Tech vs. Manufacturing 56:22 Staffing for Partnerships: Sales or Marketing 59:36 Resources for Learning about Partnerships Partnerships are an important part of a nearbound marketing and sales approach to build trust and reach buyers in a Zero Click world. Learn more here. #PartnershipMarketing #PartnershipSales #Partnerships #SalesChannel #MarketingPartnershipStrategy #PartnershipMarketingExplained #WhatIsPartnershipMarketing #PartnershipMarketingStrategies #StrategiesForSalesAndMarketingPartnership | |||
| Episode 35 - Patrick Hayes on College Football, Business Growth Culture, Peace Corps and Talent Management | 06 Nov 2024 | 01:17:07 | |
Episode 35 - Talent management and strategy: Turn your growth culture into a business driver. Patrick Hayes on the Industrial Growth Insitute Podcast Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh chats with Patrick Hayes, the founder of Mukala Partners, about talent growth, leadership development and the importance of focusing on people and building effective teams in order to drive organizational success. Patrick shares his experiences as an NCAA team captain and college football coach, lessons learned during his time in the Peace Corps and insights from working in private equity. He highlights the need for understanding and adapting to different cultures and leadership styles. They also explore:
Hayes also highlights the value of assessments in gaining insights into individuals and teams, but cautions against relying solely on assessments for hiring or firing decisions. He recommends continuous learning and personal development as key to leadership growth and success. Takeaways
Takeaway Quotes from Patrick Hayes
LinkedIn: Patrick Hayes and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Building culture and collaboration08:38 The story of Trent 10:46 The importance of listening and understanding 18:38 The difference between managers and leaders 21:33 The changing landscape of content 25:21 The challenge of communication 27:41 Talent growth in family-owned businesses 32:30 From leader to manager 38:13 The influence of Bridgewater Associates 41:07 Understanding Self and Others 42:31 Transparency and Accountability 45:19 Creating a Culture of Trust 50:11 Understanding Motivations and Learning Agility 58:40 Clarity and Continuous Learning 01:02:47 Assessments and Decision-Making 01:04:39 Accountability and Difficult Decisions 01:09:24 Working with Boards 01:14:30 Key Takeaways Wondering about sales team culture and effectiveness? Learn about Quality Of Sales and understanding root causes of sales team underperformance.. #TalentManagement #TalentStrategy #GrowthCulture #TalentReview #Accountability #TalentManagementProcess #TalentManagementBestPractices #LeadershipDevelopment #Coaching #PerformanceManagement #HumanResourceManagement #effectiveteams | |||
| Episode 34 - Chris Dunn on Trade Show Strategies in a Digital Buyer World | 30 Oct 2024 | 01:24:58 | |
Episode 34 - Trade Show Strategies from Chris Dunn, an industry veteran Summary Ed Marsh and Chris Dunn, the VP of Sales and Business Development of Blue Hive Exhibits discuss the trade show industry and the misconception that trade shows are dying. Chris emphasizes the importance of face-to-face interactions and the need for human connection and highlights common mistakes companies make when planning for trade shows. Chris shares insights on optimizing trade show outcomes, including using technology, experiential activations, and targeted messaging. They also discuss the challenges of lead collection and handoff and the changing behaviors of trade show attendees. Chris dives deep into the importance of creativity and differentiation and emphasizes the need for choreographed online experiences that engage virtual attendees as much as in-person participants. He also highlights the value of creating on-floor content and using trade shows as a platform for content creation. Chris touches on the use of augmented reality (AR) and virtual reality (VR) in trade show displays and the importance of lighting and display design, as well as the integration of digital technology into trade show booths, such as QR codes and meeting scheduling links. Effective lead follow-up is critical to success. Chris concludes by encouraging companies to think creatively and take risks to stand out in the trade show industry. Takeaways
Takeaway Quote from Chris Dunn
LinkedIn: Chris Dunn and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @BlueHive and @EdMarsh Chapters 00:00 Introduction and Overview of Trade Shows08:32 Chris Dunn's Journey in the Trade Show Industry 10:16 Common Misunderstandings about Trade Shows 13:44 Effectiveness of Trade Shows for Lead Generation 18:19 Creating Memorable Experiences and Effective Sales Interactions 29:43 Changes in Buyer Behaviors and Strategies for Success 35:44 Deciding on the Right Trade Shows and Managing Budgets 42:23 The Future of Virtual Conferences and Hybrid Events 44:54 The Role of Content Creation in Trade Shows 47:32 The Timing and Frequency of Trade Shows 53:27 Creating an Engaging and Comfortable Booth Space 55:09 The Power of LinkedIn in Networking and Lead Generation 01:03:31 Integrating Digital Technology into Trade Show Booths 01:05:48 Maximizing the Value of Trade Show Leads 01:08:37 The Power of Creativity and Differentiation in Trade Shows 01:13:01 The Future of Display Design: NFC Technology Wondering how trade shows fit into an integrated revenue growth strategy? Check out Overall Revenue Effectiveness. #TradeShowStrategies #IndustrialTradeShows #TradeShowMarketing #TradeShowLeadGeneration #TradeShowMarketingStrategy #TradeShowPlanning #TradeShowExhibitorTips #DemandGeneration #IndustrialMarketing #ManufacturingMarketing #MarketingForManufacturers #TradeShowBoothIdeas #IndustrialTradeShow #IndustrialSales #B2BSales #TradeShowSales #TradeShowTips #TradeShowTipsForExhibitors #TradeShowBooth | |||
| Episode 33 - Matt & Jack Watson on Digital and Social Media to Attract Manufacturing Talent (and Prospects) | 23 Oct 2024 | 01:13:51 | |
Episode 33 - HFW Industries G3 & G4 Discuss Digital and Social Media Tools to Help Attract Manufacturing Talent and Customers Summary HFW Industries is a fourth-generation family business that manufactures and reconditions industrial equipment. They specialize in surface treatment enhancements for industries such as chemical processing and energy. The company has embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy. They use these platforms to showcase their work, engage with customers, and attract potential employees. The management team, including second, third and fourth generations, discusses strategy and makes decisions together. They prioritize quality over quantity in their social media posts and aim to create a positive brand image. In this conversation, Jack and his father discuss:
They also share their experiences with social media and how it has helped them connect with other businesses and potential customers. They emphasize the value of in-person interactions and the need for companies to adapt to new technologies and marketing strategies. Finally, they share how content has helped them build trust with customers and the role of content and social media in showcasing their expertise and solutions. Takeaways
Takeaway Quote from Matt & Jack Watson
Check out HFW Industries' website LinkedIn: Matt Watson , Jack Watson, and Ed Marsh Twitter: HFW Industries and Ed Marsh Instagram: HFW Industries and Ed Marsh YouTube: @HFWIndustries and @EdMarsh Chapters 00:00 Introduction and Overview02:01 HFW Industries: Manufacturing and Reconditioning Industrial Equipment 08:26 Transitioning from Printing to Chemical Processing and Power Generation 13:27 Harnessing the Power of LinkedIn in the Manufacturing Industry 20:13 Engaging with Followers and Building Connections on Social Media 25:59 Emphasizing Quality and Cleanliness in Operations 31:42 Collaborative Strategy and Decision-Making at HFW Industries 35:32 Creating an Attractive Work Environment 38:30 The Importance of Sales 41:47 Balancing Work and Family 48:03 Using Social Media to Connect with Customers 52:16 Content Creation and Scheduling 55:03 The Challenges of Sales 58:24 The Value of In-Person Interactions 01:06:28 Getting Started with Content and Social Media 01:09:20 Targeting Specific Industries Wondering how industrial marketing strategy, tactics and sales fit together? Check out my Overall Revenue Effectiveness Framework - free diagnostic download #SocialMedia #MachineShopLife #ManufacturingHiring #industrialmarketing #Instagram #LinkedIn #DigitalMarketing #HFWIndustries #MachineShop | |||
| Episode 32 - Jared Dillian on the Discipline of Authentic Content Creation and Building a Writing Habit | 16 Oct 2024 | 01:10:44 | |
Episode 32 - Jared Dillian on the Discipline of Authentic Content Creation and Building a Writing Habit Summary In this episode, Ed Marsh interviews Jared Dillian, a multifaceted content creator and financial expert. They discuss Jared's extensive background, including his work as a trader, author, and educator. The conversation delves into the importance of accountability, the art of content creation, and the role of authenticity in writing. Jared shares insights on mental health in the finance world, the challenges of risk aversion in business, and the significance of daily writing discipline. He also offers advice for aspiring content creators and reflects on the value veterans bring to the business landscape. Jared's insights are important for B2B executives who struggle with creating content. Jared is a Coast Guard Veteran and an ETF trader from Lehmen Brothers - he's not an English or Journalism major. But he has built an incredible creative content creation muscle across music and multiple genres of writing. In fact Jared notes that he is the first person to to publish across his first five books:
In our conversation, he covers mental health, nicotine and creativity, the value of veterans in business, how to build a consistent writing habit, and more. Takeaways
Takeaway Quotes from Jared Dillian
Jared's Progressive House Mixes LinkedIn: Jared Dillian and Ed Marsh Twitter: Jared Dillian and Ed Marsh Instagram: Ed Marsh YouTube: @TheJaredDillianShow and @EdMarsh Chapters 00:00 Introduction to Jared Dillian02:53 Jared's Daily Routine and Workload 06:49 Understanding Armington Capital 09:00 Accountability and Personal Development 12:03 The Art of Content Creation 15:29 Authenticity in Writing 18:51 The Role of Nicotine in Creativity 20:04 Impact of Financial Writing 22:14 Challenging Financial Wisdom 25:25 Mental Health in Finance 27:41 Finding Happiness and Contentment 30:48 Managing Boredom in Business 33:28 Risk Aversion in Business 36:57 The Importance of Taking Risks 39:01 Navigating Content Creation Challenges 42:47 Understanding Market Sentiment 45:39 Filtering Meaningful Data 48:16 The Discipline of Daily Writing 51:01 Balancing Stress and Creativity 53:20 Exploring Short Story Writing 54:50 The Awesome Portfolio Concept 57:35 Self-Publishing and Creative Literature 01:00:28 Future Economic Predictions 01:03:30 The Value of Veterans in Business 01:05:27 Persistence vs. Sunk Costs 01:07:59 Advice for Aspiring Content Creators Learn more about content creation for industrial manufacturers here and here. www.EdMarshConsulting.com #JaredDillian #ContentCreation #FinancialWriting #MentalHealth, #Accountability #RiskManagement #PersonalFinance #Creativity #VeteransInBusiness #EconomicPredictions #ContentMarketing #DailyWritingHabit #HowToStartWriting #writersblock #DigitalMarketing #InboundMarketing #Blogging #MentalHealth #StressManagement | |||
| Episode 31 - Al Rosenbaum on Messaging, Sales Playbooks and Unique Value Propositions | 09 Oct 2024 | 01:23:32 | |
Episode 31 - Al Rosenbaum on Messaging, Sales Playbooks, and Unique Value Propositions Summary Ed Marsh and Al Rosenbaum discuss the changing landscape of sales training and the challenges faced by sales professionals today. Topics include the importance of understanding the buyer's perspective, focusing on value proposition, and tying the product to business outcomes. They also touch on the increasing difficulty of sales, the impact of the internet and technology, and the need for effective sales training. Al highlights the importance of salespeople having the right belief systems and the role of sales training in improving sales effectiveness. The conversation takes a deep dive into sales training and why it's so often overlooked in today's market. Insights include:
Al shares his thoughts on the BDR model, suggesting that when done right, it can be effective in generating leads and freeing up sales reps to focus on closing deals. But it requires nurturing and supporting BDRs. Al emphasises the role of messaging in sales, the cost of ineffective conversations, the need for a clear value proposition and the importance of understanding the customer's perspective. He also shares thoughts on finding a sales trainer, developing effective work patterns, and creating an environment for sales success. Takeaways
Takeaway Quotes from Al Rosenbaum
LinkedIn: Al Rosenbaum and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Chapters 00:00 Introduction and Setting the Context 02:58 The Changing Landscape of Sales Training 11:16 Understanding the Buyer's Perspective and Value Proposition 18:14 The Increasing Difficulty of Sales in the Digital Age 23:48 The Role of Belief Systems in Sales Effectiveness 28:37 The Importance of Effective Sales Training 31:15 Adapting to the Complex Customer Environment 36:18 The Critical Role of the Frontline Sales Leader 39:12 Tailoring Sales Methodologies to the Role and Industry 45:05 Prioritizing Health and Well-being for Sales Success 52:31 The Effectiveness of the BDR Model in Lead Generation 54:23 Nurturing and Supporting BDRs 57:05 The Cost of Ineffective Conversations 01:04:27 Developing Effective Work Patterns 01:09:04 Creating an Environment for Sales Success Wondering about the difference between sales process, sales methodology, sales playbooks and other terms? Check out this video. #SalesMessaging #ValueProposition #UniqueSellingPoint #SalesTraining #SalesCoaching #Prospecting #ComplexSales #B2BSales #SalesManagement #SalesCoaching | |||