On the last show of the year Mary, Brendon, Peyton and the rest of the Gorilla 76 team answer your questions.  

We take questions from industrial marketers on: 

- Our favorite digital tools 

- Retargeting 

UTMs  

- AI and a lot more!  

This is the audio version of our live web show Industrial Marketing Live. This show happens twice month and it is full of industrial marketers hanging out and discussing a wide range of topics.   Go to industrialmarketinglive.com to learn more and register.

Industrial marketers need content to fuel demand generation campaigns. Many of us work on small teams with few resources. In this episode, Mary and Brendon discuss how small teams can become content engines.

∙ Content strategy starts by determining your goal

∙ Creating a content plan - what do we need to create and what mediums to use?

∙ Is recurring content right for you?

Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/Ujm9v_fmGoM

Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com

Fulcrum is on a mission to change how manufacturing gets done, especially for SMB's. As VP of Marketing at Fulcrum, Nick Wassenberg is encouraging his team to approach this mission through a very particular lens: how might we cater to the early adopters? In this episode, we dive into the mind of an early adopter in the manufacturing world and discuss some of the tactics that have been working for Nick and his team.

Paul Kiesche of Aviate Creative stops by the show to walk with MJ and Matt about crafting a message and a position for your industrial company that stand out for your competitors. They discuss the silo effect, why the best results are made with the fewest people, and discuss common messages used by industrial companies and how to differentiate around them. They also talk whether Made in America works and who it's a good fit for.

Karim Bouras, Co-founder of the Nile Agency, talks industrial marketing in the European market with MJ and Matt. Karim discusses the learning curve of the European industrial market when it comes to Inbound Marketing, where the Opportunities are strong (hint: email), and how to get Managing Directors at industrial companies in Europe bought in to the new digital marketing landscape.

Daniel Englebretson, Co-founder of Khronos, stops by to talk with MJ and Matt all things Account Based Marketing. We chat about how Daniel executed ABM at scale for Medical Device giant Danaher, how to execute ABM at your own company step by step, whether ABM is a good fit for your company, and if it's feasible to do ABM concurrently with a traditional Inbound Marketing approach for an industrial company.

Selim Maalouf so badly thought his company Technica International needed a marketing infusion he literally left it to learn the ropes at another company and came back. From there, he got his chance to start his own marketing department at a company that for 38 years had none. And that's when the process of building from zero began. Selim joins Matt and MJ to talk about the journey of starting marketing at an industrial company that never had one, how he had to prioritize in the face of reality, and how far he was able to take an industrial company's marketing engine with practically no budget. 

Graham Immerman joined Machine Metrics in early 2017. The founders had a vision to become the Apple of Manufacturing, but their brand didn't yet fit their aspirations. In this episode, we dive into how Graham took Machine Metric's marketing to the next level in spite of having a very small team. Topics include: marketing a tech solution in manufacturing, data-driven content strategy, the importance of the pivot (especially in uncertain times), and the future of IoT in the industrial sector.

Winston Henderson, the Content Marketing Guy, talks with Matt and MJ on his content marketing framework, where marketers go wrong on their content strategy, standing out from your competitors in the industrial space, and why taking a stand is better than being perfect.

Matt and MJ talk with Korina Edwards, Director of Demand Generation at Right Weigh, on navigating the dealer relationship at an industrial company.

Korina talks about marketing to the end user, building a community around your industrial brand, eCommerce and how to navigate that choice with dealer networks, and how going direct opens up new Sales channels.

Matt and MJ talk with Henry Langston, Chief Commercial Officer at Ocean Insight, about executing a brand overhaul at your industrial company. 

We talk with Henry about where the best place to focus your energy is, why alignment is key and how to get it, accommodating diverse opinions and feedback, and how making tough decision like changing agencies are necessary to get a lasting result.

MJ and Matt talk with Sofia Nordenstam on her experiences with webinars, best practices, promotional strategies, and setting up your first (or second, or third) webinar up for success.

Joe Sullivan of Gorilla 76 drops by the show to talk with Matt and MJ about how he became an industrial-focused marketing agency, how industrial consumers have changed the way industrial companies need to market, his approach to an effective marketing strategy for industrial companies, and touching on content taboos like Price.

In this episode, we break down B2C product pages. But there's a twist: we selected pages for products that have a lot of technical specs. Chances are, if you're an industrial marketer, your product has a lot of specs too. Check out how these B2C companies transform their specs in to compelling product narratives. Maybe you can do the same.

Matt and MJ talk with Aaron Haynes, Global Product Manager for Manitou Heavy Equipment, on Voice of Customer programs for industrial companies. 

Aaron breaks down tactics for getting the right results, how to utilize 'The Council' to get an effective VOC program on both sides, and where most industrial companies fall short when it comes to effectively implementing VOC across the organization.

In our first guest episode, we talk with Devon McCarty, Senior Videographer at Mazzella Companies.

Devon talks about getting subject matter participation, why he fired himself from video, tactics for positioning your YouTube channel, starting out if you're in the beginning stages, and building a business case for your President.

Welcome to the Industrial Marketer Podcast! A podcast for marketers and by marketers in the Industrial and Manufacturing space.

This episode introduces the hosts, Matt and MJ, details their individual journeys through the marketing profession, outlines the hopes and dreams (yes, we have dreams!) of the podcast, and gives you the lowdown on how to get in touch.

Hey you! Yeah you, marketing manager at that industrial company that's been in business since 1976. When's the last time someone at your company put real thought in to the story you're telling? We're willing to bet it was a long time ago. In this episode, we make the argument for dusting off that origin story and giving it an upgrade. Your sales team will thank you.

MJ + Matt are joined by guest Heikki Tilk, VP of Demand Gen and Marketing Ops at Fractory. Heikki was Fractory's first marketer and a key member of the team, as they grew from $150K to $10M ARR in 3 years. He breaks down the Facebook strategy that powered their early growth, plus traps to avoid when you're propping up demand gen from scratch.

MJ and her team launched a new homepage last week. In this episode, we unpack all the decisions the team made along the way. Starting with positioning and messaging, all the way down to specific choices about copy and creative. Matt and MJ also discuss how companies can decide when it's time for a homepage refresh. Plus common mistakes industrial companies make with their homepages.

E-commerce is still an overlooked play. That may be because there overlooked benefits that extend beyond just the revenue stream. MJ & Matt share insights gained from launching and advising on industrial e-commerce plays in the last 5-7 years.

Matt and MJ are joined by Mary Keough, who - if you haven't noticed - has been lighting up LinkedIn with industrial marketing hot takes lately. We decided to chime in with some hot takes of our own, which made for a fun episode. Do you agree with these hot takes? Give it a listen and let us know.

Setting up your CRM right the first time will save you a lot of headaches down the road. Matt breaks down key areas to pay attention to, as you set up CRM and MJ chimes in with a few observations from the segmentation & product marketing perspective. Later in the show, MJ breaks down messaging pyramids, a useful tool for organizing early messaging and customer research, especially in a new role.

MJ & Matt both started in industrial companies and now work in SaaS (Matt on the agency side & MJ in house at a company that sells SaaS to industrial companies). In this episode, we discuss the pros and cons of being an industrial marketer vs. being a marketer at a SaaS company (or agency). Spoiler alert - both have their advantages. In the second half of the episode, we get tactical, with a deep dive on solutions pages (not product pages, solutions pages!)

In this episode, Matt and MJ lay out what they'd do as a marketing leader, with a $0 annual budget, all the way up to a $10M annual budget. Where do you spend your time? What tools do you have? What channels are you on and how much do you spend? Who is on your team? Have a listen and let us know if you agree with our strategy.

James joins Mary and Brendon again to discuss what makes an effective email marketing strategy. James dives deep on writing emails people actually want to read.
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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.

or

Search for "The Manufacturing Marketer" on your favorite podcast player.

There is so much upside to a solid site nav. Lots of traps too. In this super tactical episode, MJ and Matt break down common site nav mistakes and provide proven approaches to setting up a site nav that works for you. We even throw in some data heavy approaches, for those of you that love the quantitative stuff.

Matthew Sciannella joins Blake Strozyk as a guest on The Marketing Movement podcast from Refine Labs. Blake and Matt, who both have industrial marketing backgrounds AND experience with B2B SaaS, do a deep dive on how to get started with LinkedIn advertising. LinkedIn is a great platform for creating new demand with your target audience. It's a great tactic if you're looking to capture market share or launch a new product. These guys have both managed pretty significant ad budgets, but they've also done a lot with small budgets working directly with B2B manufacturers.

Attribution is full of traps. If you measure the wrong things, you incentivize the wrong marketing tactics. There's lots of talk of attribution in the B2B software world. But what about for industrial companies? Should you measure the same things as a software company? Matt & MJ break down attribution and share tips for measurement and reporting in an industrial context.

Product launches can be tough. There's a lot riding on them. That's why in this episode, we prepare you to navigate your next product launch with grace. Of course, that starts with proper product planning using a process like Stage Gate. But what happens if you inherit a product that's ready to launch and no one has done a business case? It does happen. We talk about traps to avoid in this situation (featuring the worst professional conversation of MJ's career).

When industrial companies hire a Marketing Manager, are they really looking for a Field Marketing Manager? Tradeshows, swag, and collateral are the most asked for marketing deliverables in industrial - there's no denying it. But most industrial companies don't approach these things in a strategic way. That's where a skilled field marketer comes in. MJ & Matt are joined by Nick Bennett - the #1 field marketer on LinkedIn (according to MJ). In this episode, we dive into field marketing - how it's aligned with ABM, how to create a strategy behind it, and best tools for execution.

Click here for 50% off Nick's new course, the The Real ABM Playbook

You know what's great about organic channels? They're free! Kind of. The problem is that a lot of companies fail to make the most of these opportunities. Matt + MJ cover tactical tips and frameworks for getting blogging and organic YouTube right.

As we wrap up 2021, you're probably looking at some 2022 goals. We break down some common approaches to goal setting and performance management. What's an OKR? What's a KPI? When do you use them? How to use them. Plus some random chatter on EOS, the management system used by both of our companies (and many more!) 

See you in 2022!

Why don't more companies do customer research? Because it's hard. And nobody teaches you how to do it. Let's change that. MJ and Matt dive into some nitty gritty questions and tactics for customer listening.

Our predictions on SEO, events, martech, demand gen, and e-commerce in the industrial space going into 2022. Plus, how is the role of marketing in industrial companies changing? And what does that mean for hiring and compensation?

In 2014, a few early movers (including some savvy industrial companies) built huge followings on Instagram. When the rest of the pack tried to get in, it was a lot tougher. Is the same thing happening on TikTok in 2021? And if so, how can you be early this time? Todd Clouser is one of the few people that has *already* gone viral on TikTok on behalf of an industrial company. He joined us to talk about:

• What's the opportunity for industrial companies on TikTok?
• How to get started with TikTok
• Personal pages vs. company pages
• How to leverage the comments
• How to think about TikTok ads and sponsorships

How should manufacturers use email to connect with their customer lists? Are newsletters still worth doing?   Our answer might surprise you! Join Mary, Brendon and James as we talk through everything from segmentation strategies and frequency to metrics worth reporting.  

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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.

or

Search for "The Manufacturing Marketer" on your favorite podcast player.

This is a must listen episode if you sell into regulated markets. Matt + MJ are joined by Eve Edwards, Head of Machinery Safety - Europe at Fortress Safety. Eve breaks down the integrated content strategy they're using to dominate LinkedIn organic and win business with dream accounts. Spoiler alert - it all started with paid online training courses. Plus - how Fortress is using LinkedIn polls for good instead of evil.

Eddie Saunders sits with Matt and MJ to talk about his video blog project Flex & Friends and how he is helping bring stories from the machine world into the mainstream on LinkedIn. Eddie talks about where he got the idea for the project, how we sources and makes guests feel as ease, how his company has benefited from the project, and what conversations it's sparked around the machining industry since starting the series.

Matt and MJ talk about starting your content program for zero. The begin by determining what you should audit, how your findings and positioning and segmentation can and should guide your decision-making, mediums that are not worth pursuing at the outset, and content types that are harder now than they were 12 months ago and what you can do about it.

Matt talks with Johanna Lidgren of Kawasaki Robotics to talk about navigating a massive rebrand for Kawasaki. She discusses vetting an agency, what outside perspective gave the company, why they went away from the classic industrial buzzword language, approaching a rebrand as a challenger brand, and making the jump from Marketing Specialist to Marketing Manager.

Matt and MJ discuss the reasons why industrial executives are still not leveraging LinkedIn or other social media channels the way they could. They talk through each of the objections they commonly see, how marketers could work with their executive teams to develop an organic though leadership strategy, and ways to sell the program to the executive level around their selfish benefits.

Matt and MJ touch on classic industrial buzzword traps to avoid at all costs that they see all too often and why they don't resonate with your audience. They then introduce two different use cases: one "bottom up" and one "top down" approach to transform your bland website copy and messaging into something more action-oriented and compelling.

Matt and MJ walkthrough an ideal Google Analytics setup and how to analyze within GA appropriately. They talk about filtering views, goal setup, the Acquisitions menu, connecting other Google products and why it's so important, and how the Multi-Channel Conversions tool is useful for explaining the buyer's journey for your executives.

Matt rides solo this week and recounts his experience at FABTECH in Chicago during last week. He discusses which companies did well, which companies did not, why, and what marketers can learn from trade shows in the post-COVID world in his opinion to thrive with them as part of the marketing mix.

If you want a seat at the table, you need to own a number. Lindsey Ojeda joins us this week to explain her roadmap for working backwards from a number to the plan. We talk hiring, channel strategy, sales alignment, and when to take an "L." Lindsey is the Director of Marketing at Maysteel Industries.

Matt and MJ talk about marketing programs that have continuously disappointed for them and explain why they are breaking up with them forever (and you should, too). They then give alternatives to each of their break-up candidates for a more impactful use of your time and budget.

What would you do if you could go back in time and back in-house with your current knowledge?  That is what Brendon and Mary asked Matt on this episode of The Manufacturing Marketer.

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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.

or

Search for "The Manufacturing Marketer" on your favorite podcast player.

Matt and MJ walkthrough YouTube Ads soup to nuts. They cover targeting principles, budgeting, how to vary your ad groups to maximize coverage, and the easy traps to avoid around demographic and channel targeting. They also discuss making the YouTube Ads case to leadership and the kind of content that is impactful when using YouTube ads.

Matt and MJ discuss job interviews for positions they interviewed for and for people they interviewed to joined their team. They talk about key questions to expect, how to answer, and questions YOU should have prepared to ask the interview team to make sure it's a good fit for you. They also discuss how to approach interviews and job pursuits when jumping from industrial to SaaS.