Ed Marsh is a founder, Army veteran, independent board director, manufacturing marketing expert, and industrial sales leader. He has marketed and sold millions of $ of B2B industrial manufacturing stuff worldwide. Each week on the Industrial Growth Institute, he chats with makers and thinkers, experts and specialists to gather innovative insights, recent trends, and tried & true best practices for B2B business growth. Each episode provides both actionable tips and theory, for everyone from owners and executive management through managers & directors to individual contributors - all in an enjoyable and energetic conversation format.
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Episode 37 - Salim Awad on LinkedIn Lead Generation for Industrial Sales and Marketing
Episode 37
Wednesday, November 20, 2024 • Duration 48:46
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
Saleem Awad's journey is marked by resilience and adaptability.
The rebirth of manufacturing in the U.S. is a positive trend.
Solution-based sales focus on customer success beyond just technology.
Building authentic relationships is crucial in the machine tool industry. - LinkedIn is a powerful tool for professional networking and growth.
Authenticity in leadership fosters trust and accountability.
Prioritizing well-being is essential for effective leadership.
Spinner North America aims to provide precision engineering solutions.
Training sales teams to understand customer needs is vital.
Social media can enhance customer engagement and trust.
00:00 - Introduction to Saleem Awad and Spinner North America
03:12 - 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
Episode 36
Wednesday, November 13, 2024 • Duration 01:06:55
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:
being open, curious, and asking questions
set clear expectations, determine the mutual benefits for both parties, and establish a partnership framework
cultural differences in partnership approaches between Europe and the US
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
Partnerships in industry require being open, curious, and asking questions.
Setting clear expectations and determining mutual benefits are crucial for successful partnerships.
Pilot projects can help flesh out expectations and demonstrate the value of partnerships. Partnerships are a long-term investment that can expand resources and open doors to new markets and technologies.
00:00 Introduction and Background
03:01 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. .
#PartnershipMarketing #PartnershipSales #Partnerships #SalesChannel #MarketingPartnershipStrategy #PartnershipMarketingExplained #WhatIsPartnershipMarketing #PartnershipMarketingStrategies #StrategiesForSalesAndMarketingPartnership
Episode 27 Alyssa Gelbard on Personal Branding, Executive Presence, and LinkedIn
Episode 27
Wednesday, September 11, 2024 • Duration 01:19:23
Alyssa Gelbard on the Power of Personal Branding, Executive Presence and LinkedIn - Industrial Growth Institute Podcast Episode # 27 with Ed Marsh
Summary
Alyssa Gelbard, founder and CEO of Point Road Group, discusses the importance of personal branding and executive presence in driving credibility and trust.
Gelbard highlights the need for companies to focus on employee branding and ensure that all employees, from interns to CEOs, have a strong personal brand.
She shares the results of proprietary research conducted by her firm, which found that LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting. She emphasizes:
need for consistency in personal branding
importance of staying current with platform changes
value of attending in-person events
Ed and Alyssa also discuss boards of directors including:
the significance of personal branding in the board directorship space
need for board members to have a professional presence on LinkedIn
importance of telling your story and communicating your value as a board member
how a strong presence on LinkedIn can help attract and retain talent, enhance company culture, and differentiate a business in a competitive market
building trust and credibility is crucial in executive branding, and video content can foster that trust more effectively than written content alone.
Takeaways
Personal branding is essential for individuals to establish credibility and trust in the business world.
Executive presence encompasses various aspects, including communication skills, appearance, and behavior in meetings and networking events.
Employee branding is crucial for companies to create a positive perception of their brand and attract top talent.
LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting.
00:00 Introduction and Background of Alyssa Gelbard
02:49 The Importance of Personal Branding and Executive Presence
13:44 The Impact of LinkedIn Profiles on Marketing, Sales, and Recruiting
21:19 The Blurring Line Between Personal and Professional on Social Media
26:10 Maintaining a Professional Image on LinkedIn
27:37 The Importance of Consistency in Personal Branding
29:11 Vulnerability and Authenticity in Leadership
31:24 Networking with a Purpose
36:32 The Significance of Personal Branding in Board Directorship
42:23 Telling Your Story as a Board Member
48:31 Understanding the Value of LinkedIn for Boards
52:41 The Power of LinkedIn for Executive Branding and Business Growth
54:38 Building Trust and Differentiating Your Business on LinkedIn
01:00:23 The Rise of Video Content in Executive Branding
01:05:43 Choosing the Right Social Media Platforms for Your Brand
Episode 26 - Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research
Episode 26
Wednesday, September 4, 2024 • Duration 01:25:24
Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research in Marketing for Manufacturers - Industrial Growth Institute Podcast Episode # 26 with Ed Marsh
Summary
Douglas Burdett, host of the Marketing Book podcast, shares insights on cutting through opinions and finding the right path to predictable revenue growth.
He emphasizes the importance of understanding customers and solving their problems, rather than focusing solely on advertising.
Burdett recommends books like 'Bullseye Marketing', 'Lean Marketing' by Alan Dib, 'Smart Marketing for Engineers' by Rebecca Geier, 'Content Marketing Engineered' by Wendy Covey, 'They Ask You Answer' by Marcus Sheridan, 'Humanizing B2B' by Paul Cash, and 'Buyer Personas' by Adele Revella as essential reads for B2B industrial business owners.
In this conversation, Douglas discusses the power of understanding your customer and the importance of sales and marketing alignment. He explores:
the value of creating buyer personas through qualitative research and customer interviews
his preference for reading hardcover books and the process he uses to take notes
insights on the use of AI in marketing and cautions against outsourcing the entire marketing function
focusing on practical resources such as podcasts, YouTube channels, and blogs
the importance of innovation and marketing in business.
Takeaways
Cut through opinions and focus on understanding customers and solving their problems.
Avoid starting with product features and instead focus on understanding customer stresses and friction.
Understanding your customer is crucial for effective marketing.
Sales and marketing alignment is essential for business success.
Creating buyer personas through qualitative research and customer interviews can provide valuable insights.
AI can be a powerful tool in marketing, but it should be used strategically and with clear direction.
00:00 Introduction to Douglas Burdett and the Marketing Book Podcast
07:35The Difference Between Advertising and Marketing
15:09 The Biggest Misconception About Marketing for Mid-Sized Businesses
19:27 The Importance of Sales and Marketing Alignment
27:01 Douglas Burdett's Journey into Podcasting
32:05 Essential Books for B2B Industrial Business Owners
43:13 Understanding Your Customer
48:31 Reading Hardcover Books and Taking Notes
51:38 Dissonance between Audio Format and Reading Hardcover Books
56:37 The Value of Interviews and Recommendations
58:30 Practical Topics and Listeners' Preferences
01:03:57 The Importance of Sales and Marketing Alignment
01:09:25 Listening to Podcasts at Normal Speed
01:14:27 AI in Marketing and Practical Use Cases
01:19:03 The Hype and Reality of AI
Episode 25 Adam Honig on Why CRM Adoption is Poor and Initiatives Often Fail
Episode 25
Wednesday, August 28, 2024 • Duration 01:14:10
Adam Honig on Why CRM Adoption Rates are So Chronically Low Among Industrial Sales Teams - Industrial Growth Institute Podcast Episode # 25 with Ed Marsh
Summary
In this podcast episode, Ed Marsh and Adam Honig discuss the challenges and misconceptions surrounding CRM in the industrial manufacturing space. They explore the reasons why many sales reps dislike using CRM and the common pitfalls of CRM implementation. They also delve into:
the importance of having a clear goal and strategy for CRM usage
the need for CRM to be user-friendly and focused on helping salespeople sell more efficiently.
The conversation touches on topics such as:
the integration of ERP data into CRM
role of IT and sales ops in CRM management
potential for community-building in the industrial space.
CRM software should adapt to the needs of users, rather than users having to adapt to the software. The goal is to support users in doing their jobs, rather than creating additional tasks for them. @SpiroHQ aims to provide a CRM solution that is built for manufacturers and distributors, with a data model that accommodates their specific needs. The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.
Takeaways
Many sales reps in the industrial manufacturing space dislike using CRM due to the perception that it is primarily used for monitoring and tracking rather than helping them sell more efficiently.
A clear goal and strategy for CRM usage is essential for success. Companies should define what they want to achieve with CRM, such as increasing cross-selling, expanding the footprint within existing accounts, or improving communication between inside and outside sales teams.
CRM should be user-friendly and designed to support salespeople in their daily activities. It should automate tasks, provide relevant insights, and integrate with other systems, such as ERP, to streamline processes and provide a comprehensive view of customers.
00:00 Introduction and Complexity Surrounding CRM in Industrial Sales
08:29 The Negative Perception and Challenges of CRM Implementation
14:31 Improving Communication and Driving Order Volume with CRM
20:38 Integrating ERP Data into CRM for Better Customer Knowledge
33:30 The Role of Sales Ops and IT in CRM Management
35:56 Key Functions and Features of CRM
36:44 Adapting CRM Software to User Needs
40:05 Spiro.ai: A CRM Solution for Manufacturers and Distributors
46:17 Automating Data Collection and Analysis with AI
48:02 Full-Service Setup for Successful Implementation
Episode 24 - Rudy Scarito on Middle Market Industrial M&A and Access to Capital
Episode 22
Wednesday, August 21, 2024 • Duration 01:16:56
Rudy Scarito on Middle Market Industrial Mergers, Acquisitions and Access to Capital - Industrial Growth Institute Podcast Episode # 24 with Ed Marsh
Summary
Rudy Scarito, an investment banker with extensive experience in mergers and acquisitions, shares insights on the importance of considering acquisitions and exits as part of a business growth strategy.
She discusses the current market trends, including the silver tsunami of baby boomer business owners looking to sell, and the opportunities for growth through acquisitions.
Rudy emphasizes the need for business owners to proactively think about transactions and engage in strategic planning. She also highlights:
the role of advisory boards, lawyers, and accountants in guiding companies through the transaction process
the process of buying and selling businesses
role of investment bankers, and the importance of preparing for a transaction
need for business owners to have a clear understanding of their goals and to seek the assistance of professionals who specialize in mergers and acquisitions.
Scarito also highlights the importance of vetting investment bankers and selecting the right fit for a company. She discusses the benefits of having a well-structured board of directors and the value that independent directors can bring to a company. Rudy concludes by discussing the current state of private equity and the potential impact of economic and political instability on transactions.
Takeaways
Acquisitions and exits should be considered as part of a business growth strategy.
The lower end of the middle market is currently active, with many baby boomer business owners looking to sell.
Business owners often need a catalyst, such as a medical issue or a desire for a different lifestyle, to prompt them to consider selling.
Companies should proactively think about transactions and engage in strategic planning, including identifying potential acquisition opportunities and evaluating financing options.
00:00 Introduction and the Importance of Acquisitions and Exits
05:19 The Active Lower End of the Middle Market
11:43 The Ease of M&A Transactions Compared to Capital Transactions
16:45 The Importance of Cash at Closing
20:20 The Role of Investment Bankers in M&A
25:35 Integration and the Involvement of Sellers After the Deal
32:57 The Challenges of Business Owners and the Role of Advisory Boards
39:11 Access to Capital and the Role of Investment Bankers
40:37 The Process of Buying and Selling Businesses
41:29 Seeking Professional Assistance in Mergers and Acquisitions
42:14 Vetting Investment Bankers: Finding the Right Fit
44:12 The Value of a Well-Structured Board of Directors
48:52 Private Equity in the Middle Market
54:27 The Impact of Economic and Political Instability on Transactions
Episode 23 - Jim Blasingame on the Age of Customer Relevance: Human Connection in a Digital World
Episode 24
Wednesday, August 14, 2024 • Duration 01:25:19
Jim Blasingame on the Age of Customer Relevance - Industrial Growth Institute Podcast Episode # 23 with Ed Marsh
Summary
Jim Blasingame, a consultant, strategist and futurist, chats with host Ed Marsh about the importance of capitalism and the concept of abundance. He emphasizes the need for businesses to adapt to the digital age and prioritize relevance in order to succeed.
Blasingame also highlights the significance of storytelling in connecting with customers and building relationships and shares insights from his book, 'The Age of the Customer,' which focuses on the impact of digital transformation and the customer's control over interactions.
Additionally, he discusses:
the importance of helping customers and their customers
challenges faced by industries slow to embrace change
impact of the 2008 GFC (great financial crisis) on business decision-making
importance of veterans in the workforce
value of building customer communities
need for leadership and ownership transitions in businesses
the power of analog human connections in a digital age.
Takeaways
Capitalism is the only ideology that continues to work and provide abundance.
Businesses must adapt to the digital age and prioritize relevance to succeed.
Storytelling is a powerful tool for connecting with customers and building relationships.
Helping customers and their customers is crucial for long-term success.
Industries that are slow to embrace change may struggle to stay relevant. The 2008 financial crisis had a significant impact on decision-making in businesses, leading to a shift in authority and decision-making power.
Veterans bring valuable skills and attributes to businesses, including organization, discipline, and decision-making abilities.
Building customer communities and demonstrating values are essential for businesses to attract and retain customers in the digital age.
00:00 Introduction and Jim Blasingame's Background
02:11 The Power of Capitalism and Abundance
06:37 Adapting to the Digital Age and Prioritizing Relevance
10:19 The Role of Storytelling in Connecting with Customers
14:17 Helping Customers and Their Customers
43:13 The Impact of the 2008 Financial Crisis
46:32 The Challenge of Decision-Making in the Digital Age
51:31 The Importance of Being a Generalist
53:46 The Value of Veterans in the Workforce
59:15 Building Customer Communities in the Digital Age
01:02:34 Leadership and Ownership Transitions in Businesses
01:09:23 The Struggle for Proficiency in Hobbies
01:10:44 Preparing for the Silver Tsunami
01:14:51 The Power of Inorganic Growth
01:17:10 Creating Content and Overcoming Perfectionism
01:21:20 Analog Human Connections in a Digital Age
01:23:32 Loving and Nurturing Customers for Long-Term Success
Episode 22 - Dan Ott on Generational Conflicts in Industrial Marketing and Sales
Episode 23
Wednesday, August 7, 2024 • Duration 01:27:47
Dan Ott on Generational Conflicts in Industrial Marketing and Sales - Industrial Growth Institute Podcast Episode # 22 with Ed Marsh
Summary
In this episode Ed Marsh interviews Dan Ott, the Creative Content Manager for the National Tooling and Machining Association (NTMA). They discuss the challenges faced by middle-market industrial manufacturing companies, particularly in the machine shop industry, and the need for a shift in mindset and marketing strategies.
They also explore the importance of building relationships and trust with customers, the role of content in industrial marketing, and bridging the generational gap in the industry. They cover various topics related to marketing in the manufacturing industry and touch on the role of marketing in attracting production talent.
Other topics include:
importance of showcasing clean and organized manufacturing facilities to attract talent and change misconceptions about the industry
generational differences in marketing and sales activities, emphasizing the need for humility and open-mindedness on both sides
role of marketing in building and maintaining relationships with customers
importance of creating success content
value of trade associations like NTMA and the need for active engagement to fully benefit from membership.
The conversation concludes with a discussion on the role of AI in marketing and the importance of flexibility and adaptability in the industry.
Takeaways
Middle market industrial manufacturing companies, especially in the machine shop industry, face challenges in adapting to changing market dynamics and technology.
Traditional marketing strategies in the industry, such as emphasizing years of experience and facility size, are no longer effective.
Building relationships and trust with customers is crucial in industrial marketing, and content plays a key role in facilitating conversations and establishing credibility.
There is a need to bridge the generational gap in the industry, with older generations being more resistant to technological changes and younger generations needing to develop in-person relationship-building skills.
Episode 21 - Cece Kintner on Marketing and Sales Operations for Industrial Manufacturers
Episode 21
Wednesday, July 31, 2024 • Duration 01:22:27
Cece Kintner on RevOps and Marketing and Sales Operations for Industrial Manufacturers - Industrial Growth Institute Podcast Episode # 21 with Ed Marsh
Summary
Cece Kintner, Director of Marketing and Sales Operations at TekStream Solutions, shares her insights on industrial marketing and sales, trade shows and events, and the evolution of buyer behaviors.
Cece emphasizes the importance of understanding the changing role of buyers, the need for sales and marketing alignment, and the value of sales enablement. She also discusses:
the impact of technology on marketing and sales
importance of understanding buyer personas
role of CRM in the sales process
challenges and strategies of aligning marketing and sales in the industrial sector
need for sales reps to trust and utilize the tools and resources provided by marketing.
Cece also explores the impact of the internet on channel sales and the role of social media in the industrial industry, and the value of user groups and communities in building relationships and sharing experiences.
The conversation concludes with Cece sharing insights on the role of AI in marketing and sales, the importance of experimentation and testing, and the need for continuous learning and adaptation in the ever-changing digital landscape.
Takeaways
Buyers now do extensive research before engaging with a company
Salespeople play a crucial role in building relationships with buyers and partners, and their success depends on having the right tools and support from marketing.
B2B buyers have higher expectations for refined experiences, similar to B2C experiences, so companies need to adapt and provide personalized and valuable interactions.
Marketing and sales operations (revenue operations (RevOps)), are essential for aligning marketing and sales teams and providing the tools and processes needed for success.
Understanding buyer personas and tailoring messages to different stakeholders within a buying team is crucial
Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers
Episode 20
Wednesday, July 24, 2024 • Duration 01:25:05
Jon Russo on Account-Based Marketing and Go To Market Strategies - Industrial Growth Institute Podcast Episode # 20 with Ed Marsh
Summary
In this episode, Ed Marsh interviews Jon Russo, a three-time global CMO and the founder of B2B Fusion. They discuss account based marketing (ABM) and its evolution into account-based go-to-market strategies. They also touch on the importance of executive commitment, sales enablement, and the integration of marketing and sales.
Jon emphasizes the need for data-driven decision-making and the common mistakes made in strategy and tactics as well as:
having a clear ideal customer profile (ICP) when developing an account-based go-to-market strategy
need for a long-term approach, the right technology to support and track the strategy
importance of training sales teams to focus on the ICP
value of marketing and sales collaboration
need to add value to prospects by addressing their specific business needs.
Their conversation concludes by exploring the challenges and opportunities of AI in the go-to-market space, the importance of community and events, and the need for great content in marketing efforts.
Takeaways
Account-based marketing (ABM) has evolved into account-based go-to-market strategies, integrating marketing and sales.
Executive commitment is crucial for the success of ABM and other go-to-market strategies.
Sales enablement is important in helping sales teams execute marketing strategies effectively.
Industrial manufacturers can benefit from applying the same rigor and data-driven approach to marketing and sales as they do to manufacturing and operations.
Optimizing the funnel and executing tactics require a focus on sales and marketing productivity and the ownership of data. Having a clear ideal customer profile (ICP) is crucial for developing an effective account-based go-to-market strategy.
A long-term approach is necessary for success in account-based go-to-market, with a focus on building relationships and adding value to prospects.
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Success in partnerships requires clear communication, regular meetings, and problem-solving.
It is important to set expectations and address issues such as intellectual property and exclusivity early on.
The success of partnerships can be measured through various metrics, such as the number of clients, engagements, or revenue generated.
Companies should allocate sufficient time and resources to partnerships, understanding that it may take time to see concrete results.
Cultivating each other's audiences can be achieved through cross-posting, articles, newsletters, and trade shows.
Getting started with partnerships involves thinking outside the box, exploring opportunities with current customers, and having someone in the company who is passionate about partnerships.
Takeaway Quotes from Samantha Gadenne
"Partnerships today are going more in-depth and broader across organizations."
"Money talks. Show how the partnership can open up new markets and access new technologies."
Consistency in personal branding is key to creating a recognizable and trustworthy brand.
Board members should have a professional presence on LinkedIn and communicate their board affiliations to enhance their personal and company brands.
Telling your story and communicating your value as a board member is important for attracting board opportunities.
Boards should understand the value of LinkedIn and consider the benefits of board members being active on the platform. LinkedIn is a powerful tool for executives and businesses to build their brand and engage with their network.
A strong LinkedIn presence can attract and retain talent, enhance company culture, and differentiate a business in a competitive market.
Video content, such as podcasts and YouTube videos, allows for passive consumption of information and builds trust and credibility.
Takeaway Quotes from Alyssa Gelbard
"Personal branding is not just something online. It's who you are when you are sitting in a meeting with your team."
"88% of people said they were more likely to trust the company and their marketing messaging from a company when they had an executive who had a detailed LinkedIn profile."
"LinkedIn is where people look before any kind of meeting. So as an executive team, it's your responsibility to represent yourself well and the company well."
"To be an effective leader, there has to be vulnerability and authenticity, and you have to be willing to open up a little bit personally in order to share that."
The management of CRM should involve both sales ops and IT. Sales ops should focus on the why and the goals, while IT can provide technical support and ensure data security.
There is potential for community-building in the industrial space, but the platform used should align with the preferences and habits of the target audience, such as LinkedIn groups or industry-specific platforms.
CRM should serve as a single work location for sales reps, integrating insights from marketing automation and providing a holistic view of customer interactions. CRM software should adapt to the needs of users, rather than users having to adapt to the software.
Spiro.ai provides a CRM solution built for manufacturers and distributors, with a data model that accommodates their specific needs.
The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.
The focus is on activity and high-quality conversations, rather than just forecasting.
Spiro.ai offers full-service setup to ensure successful implementation.
Takeaway Quotes from Adam Honig
"I really do hate CRM. It's like a passion for me."
"CRM in so many organizations is really just something that's put on the sales team so that management can know who to fire and not fire."
"If you're requiring the team to put data in, you're just going to get garbage out of it."
"CRM software should just support users in doing their jobs."
Business owners should have a clear understanding of their goals when considering buying or selling a business.
Seek the assistance of professionals who specialize in mergers and acquisitions to navigate the complex process.
Vet investment bankers and select the right fit for your company by asking questions and seeking recommendations from trusted sources.
A well-structured board of directors with independent directors can provide valuable insights and guidance.
Private equity is a viable buyer for middle market industrials and is likely to remain so for the foreseeable future.
Consider the potential impact of economic and political instability on transactions and plan accordingly.
Takeaway Quotes from Rudy Scarito
"It's fraught with peril. I would say unless it's a very simple deal, most business owners should seek the assistance of a professional who focuses and specializes in this."
"I believe that strategy should consider two kinds of transactions routinely."
Leadership transitions and ownership transitions are critical for the growth and success of middle-market companies.
Analog human connections and high touch interactions are still essential in a digital world.
Businesses should focus on loving and nurturing their customers to build long-term relationships and loyalty.
Takeaway Quotes from Jim Blasingame
"Capitalism is ugly and complicated and unfair and brutal. It can be lots of things that are not so sweet, but still the only one that works."
"The best way to describe capitalism is abundance."
"Help your customers help their customers. If you want to have loyal customers, you can't just be transactional."
"After 2008, that person who'd maybe been with the company 20 or 30 years was no longer there. They were replaced by a younger person who was given no budget, no authority."
"I used to call on the president of that company, the CEO of that company. And I'd go in there and I'd say, hey, George, I got this idea here. And George would say, how much? About $8 million. And George would reach over and push the button and say, send bill in here or Mary in here and Mary would come in a VP a senior VP and George would say here Jim wants to do this make it happen."
Content in industrial marketing goes beyond written material and includes various forms of communication, such as videos, online courses, and knowledge bases.
The machine shop industry can be made more appealing and enticing through creative content that showcases the capabilities and intricacies of machining processes. Clean and organized manufacturing facilities can help attract talent and change misconceptions about the industry.
Humility and open-mindedness are essential for successful marketing and sales activities, especially when bridging generational differences.
Trade associations like NTMA offer valuable networking, learning, and advocacy opportunities for manufacturers.
Flexibility and adaptability are key in the manufacturing industry, both in terms of work arrangements and marketing strategies.
Takeaway Quote from Dan Ott
"I honestly think that the two biggest things that get in the way, even the biggest thing is just pride because they've done things for so long and it's worked for so long that the idea that someone would come in and tell them how to do what they've done for 20 to 30 years is just completely out of left field."
00:00 Challenges and Mindset Shifts in Middle Market Industrial Manufacturing
14:38 Building Relationships and Trust in Industrial Marketing
21:33 The Role of Content in Industrial Marketing
25:22 Bridging the Generational Gap in the Machine Shop Industry
36:39 Expanding the Definition of Content in Industrial Marketing
43:32 Making the Machine Shop Industry Appealing and Enticing
46:23 Bridging Generational Differences
48:53 Overcoming Pride and Embracing Humility
52:43 The Importance of Listening and Learning
54:48 Creating Success Content for Customer Retention
56:39 The Value of Trade Associations
01:02:31 Flexibility and Adaptability in Work and Marketing
01:10:32 AI in Marketing: A Tool, Not a Replacement
01:18:17 Preparing for In-Person Events
01:25:05 Final Thoughts on Industrial Marketing
Sales reps should trust and utilize the tools and resources provided by marketing to enhance their selling process.
The internet has transformed channel sales
User groups and communities play a vital role in building relationships
AI can be a valuable tool for generating ideas and refining marketing strategies, but human creativity and judgment are still essential.
Experimentation, testing, and continuous learning are key to staying ahead in the digital landscape of marketing and sales.
Takeaway Quotes from Cece Kintner
"Buyers don't come to me or to my team to ask all of their questions any longer. Before we even know who they are or that they have interest in our product, they have done research."
"Salespeople are relationship builders to start. Number one, they have a duty to build a relationship with their buyers and with their partner sales managers."
00:00 Introduction and Background of Cece Kittner
04:40 Understanding the Evolution of Buyer Behaviors in Industrial Marketing
07:05 The Importance of Sales and Marketing Alignment in Industrial Sales
20:49 The Value of Understanding Buyer Personas in Industrial Marketing
25:39 The Role of CRM in the Sales Process
47:10 The Impact of the Internet on Channel Sales
49:40 The Importance of Social Media in the Industrial Industry
52:41 The Value of User Groups and Communities
56:06 The Role of AI in Marketing and Sales
01:04:46 Effective Prospecting Strategies
01:06:43 Partnerships in the Industrial Sector
01:10:06 Experimentation and Continuous Learning in the Digital Landscape
01:15:00 Bridging the Gap Between Sales and Marketing
01:19:26 The Risk of Speeding Past Opportunities
Technology plays a key role in supporting and tracking the account-based go-to-market strategy.
Marketing and sales teams must collaborate closely and align their efforts to effectively target and engage the ideal customer profile.
Great content is essential for attracting and engaging prospects, and events can be a valuable tool for building relationships and sharing insights.
AI has the potential to transform go-to-market strategies, but accuracy and data quality are important considerations.
Community engagement and continuous learning are important for staying up-to-date with industry trends and best practices.
Takeaway Quotes from Jon Russo
"Account-based go-to-market is target account sales with marketing mixed in."
"ABM has evolved into a go-to-market motion and is less about account-based as a function."
"You don't know what your white space is. Who do I target? How do I target? Your sellers are kind of going through the morass of their systems trying to piece all this information together and they're losing valuable time."
00:00 Introduction and Background
06:02 The Evolution of Account-Based Marketing
13:36 Account-Based Go-to-Market Strategies
28:07 Starting a Business and Frustration with Data
42:17 Common Mistakes in Strategy and Tactics
45:10 The Challenges of Upselling and Targeting
47:00 Nashville's Focus on Technology, Healthcare, and Manufacturing
52:49 Identifying the Ideal Customer Profile (ICP)
56:13 The Importance of a Long-Term Approach
58:23 Starting Small and Building Momentum
01:00:37 The Opportunities and Challenges of AI
01:08:12 Embracing Change and Taking Risks
01:10:49 The Importance of Great Content
01:14:03 The Power of LinkedIn and Continuous Learning
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