Explore every episode of the podcast Industrial Growth Institute

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:

• Whether to track "quotes" as a metric
• Whether anyone can be trained to sell successfully
• Accelerators (kickers) in sales compensation
• Whether we should hire for technical/industry knowledge, and more.

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 importance of tracking quotes
• the compatibility of salespeople with complex B2B sales
• qualities that make a great sales rep
• role of sales decks - significance of accelerators in compensation plans
• how to manage underperformers and disrupters within sales teams.

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 Quotes 09:04 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

Show Transcript 

  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.  

Read more from Ed's recent paper on these critical changes.

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   Resources

Check out Joe's Brand Builder Solutions website. 

LinkedIn: Joe Jerome and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @JoeJerome and @EdMarsh

Show Transcript 

  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.  

Read more from Ed's recent paper on these critical changes.

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-Competition 04:03 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 Sherpa 

LinkedIn: Matt Smith and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

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.  

Read more from Ed's recent paper on these critical changes.

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   Resources

Check 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

Show Transcript 

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.  

Read more from Ed's recent paper on these critical changes.

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:

1. to commit some resources to evaluating the potential improvement of a change
2. to request capital
3. to approve capital
4. how to select a vendor
5. vendor selection

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

• Most complex industrial purchases must pass through hurdles of five buying decisions
• Decisions 2 & 3 determine whether there is even a purchase, and most reps don't know about it.
• Most big-ticket complex B2B industrial sales forecasts are fantasies.
• Sales reps often don't understand how business buying decisions are made.
• Buying teams typically consist of eight to twelve people.
• Sales reps need to bring business acumen to conversations.
• Most buyers prefer a sales rep-free experience.
• The first vendor contacted often wins the order.
• Sales efforts focus too much on vendor selection.
• Understanding the five buying decisions is crucial for sales success.
• Sales reps must engage with decision-makers early in the process.
• Creating projects rather than just finding them is essential for success.

Takeaway Quote from Ed Marsh

• "In many cases, the board is going to sign off."

Learn more about the five buying decisions here.

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Understanding the Flaws in B2B Sales Forecasting 02:46 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 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:

• Hire professional M&A advisors
• Work outside the family business first to gain perspective and leadership experience
• Maintain clean financial records and establish proper organizational structure with defined processes

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

• Experience in the military teaches important business skills and perspectives
• Succession planning is critical
• Work outside the family business is an important preparatory step
• Generational refresh can be important. Michael Sr. diversified from metal fab into machinery and Michael Jr. modernized the shop and business approach
• Independent advisors and/or directors can guide a company through strategic transitions and exits
• Bigger transactions (system sales) may be beneficial to both seller and buyer
• International markets and competition have changed significantly in the past 15 years
• Consolidation of domestic suppliers, often through earlier exits, has changed the landscape for manufacturers
• COVID and PPP money may have distorted capital equipment investment cycles
• Proper financial reporting is necessary to prepare for any transaction
• Managing the business and diligence is taxing
• Professional M&A advisory is critical to navigate the exit journey and achieve an appropriate outcome

Takeaway Quotes from Michael Horn

• "Think about your business like it's an asset, not an heirloom."
• "Assets have value. Values go up and down."
• "You may think that you know your business, but you'll have no idea how to sell it."

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

Show Transcript 

Chapters

00:00 The Importance of Legacy in Family Businesses 02:16 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.  

Read more from Ed's recent paper on these critical changes.

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

• Disruption in manufacturing requires a shift in sales strategies
• AI is transforming how manufacturing operates and sells.
• HumbleOps aims to digitize manufacturing processes effectively.
• Manufacturers often face challenges in adopting new technologies.
• Sales in manufacturing is more complex than in tech industries.
• Understanding buyer behavior is crucial for successful sales.
• AI can automate and optimize manufacturing operations.
• The future of manufacturing will involve less human labor but higher efficiency.
• Companies must adapt to AI or risk obsolescence.
• The journey of founding a startup involves continuous learning and adaptation.

Takeaway Quotes from Radu Spineanu

• "AI will run your factory."
• "The future is coming."
• "You have to understand AI."

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

Show Transcript 

Chapters

00:00 Introduction to Disruption in Manufacturing 02:20 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.  

Read more from Ed's recent paper on these critical changes.

  #Manufacturing #AI #AISoftware #ManufacturingSoftware #EnterpriseSoftware #Disruption #Sales #Technology #HumbleOps #RaduSpineanu #DigitalTransformation #IndustrialGrowth #Innovation

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

• Jim Vinoski emphasizes the importance of promoting manufacturing among youth.
• The partnership between Mike Rowe and Pure Talk aims to support veterans in skilled trades education.
• Manufacturing is a challenging yet rewarding field that requires constant innovation.
• Content creation should focus on solving problems for the audience, not just promoting products.
• The resurgence of manufacturing in the U.S. is a national trend, not limited to specific regions. 
• Scouting plays a vital role in developing skills and values in youth.
• Understanding the audience is crucial for effective content marketing in manufacturing.
• AI can help bridge the gap in content creation for manufacturers.
• Manufacturers need to take responsibility for their own content and messaging.
• Quality content creation requires time, effort, and expertise.

Takeaway Quotes from Jim Vinoski

• "It's an honor to partner with Mike Rowe"
• "We need to bring back manufacturing jobs."
• "Quality content creation takes work."

Check out Jim's various websites:

• Cosgrove Content
• Manufacturing Talks
• Jim's Forbes byline
• Jim's Book on Amazon

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

Show Transcript 

Chapters

00:00 Introduction to Manufacturing Advocacy 02:03 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.  

Read more from Ed's recent paper on these critical changes.

  #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

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 need for companies to adopt a media mindset
• the importance of video for marketing and sales
• how AI is changing buyer behaviors
• why "Our industry is different" is so dangerous
• the compelling need to differentiate through your marketing and sales

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

• Content marketing has evolved significantly over the years.
• The industrial manufacturing space often feels unique, but principles of marketing apply universally.
• Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human
• AI is reshaping the business landscape for marketing and sales
• The importance of executive sponsorship
• The Pride Cycle illustrates the need for continuous effort in marketing and sales.
• Transparency in pricing builds trust and differentiates businesses.
• Video marketing is crucial for modern engagement and brand building.
• Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class
• The buyer's journey has changed; companies must adapt to new consumer behaviors.
• Why every company needs to think of themselves as a media company.
• Building trust is essential in a market with a significant trust deficit.
• Corporate speak works reduces credibility
• How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus
• Sales and marketing must work closely together to succeed.
• Embracing the grind and treating marketing as a priority is vital for long-term success.
• Sales must use video as well
• The importance of sales process, coaching and role playing

Takeaway Quotes from Marcus Sheridan

• "You're not special."
• "Opportunity gets really high when resistance gets really high."
• "Most companies are practicing on their customers."

Check out Marcus' various websites:

• MarcusSheridan.com
• Amazon Endless Customers
• Endless Customers Website
• PriceGuide.ai
• Question First Group 

LinkedIn: Marcus Sheridan and Ed Marsh

Twitter: Marcus Sheridan and Ed Marsh

Instagram: Marcus Sheridan and Ed Marsh

YouTube: @MarcusSheridan and @SaltWaterFishingUniversity and @EdMarsh

Show Transcript 

Chapters

00:00 The Evolution of Content Marketing 10:23 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.  

Read more from Ed's recent paper on these critical changes.

  #MarketingPodcast #ContentMarketing #AI #IndustrialManufacturing #B2BMarketing #ManufacturingMarketing #IndustrialMarketing #Trust #Brand #KnownAndTrustedBrand #VideoMarketing #SalesVideo #MarketingVideo #BuyersJourney #BuyingJourney #Transparency #Authenticity #EndlessCustomers #TheyAskYouAnswer #PrideCycle #SalesProcess

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:

• The challenge of making decisions amid unprecedented uncertainty and rapid change
• How AI can help process vast amounts of data to reduce uncertainty in business decisions
• The importance of distributed decision-making and human oversight in AI implementation
• Practical applications of AI in sales qualification, customer insight, and marketing personalization
• The evolution from traditional sales pitches to insight-driven customer engagement
• Strategies for helping teams embrace rather than fear AI adoption
• The concept of "sense-making" as a critical leadership capability in the AI economy

Takeaways

• Uncertainty reduction is the key goal: AI's primary value lies in helping leaders process information to reduce uncertainty and make confident decisions
• Human-in-the-loop is essential: AI should augment human decision-making, not replace it entirely
• Explainable AI builds trust: Teams need to understand how AI tools work and what data they use to embrace adoption
• Distributed decision-making becomes possible: AI enables decisions to be made at the point of need rather than flowing up the chain
• Top performers will benefit most: High achievers will leverage AI tools to enhance their capabilities, while those resistant to change may be left behind
• Sales must shift from pitch to insight: Successful salespeople will use AI to understand customers deeply and co-create solutions
• Buyer personas can be enhanced with AI: Marketing teams can create more sophisticated, personalized buyer avatars using AI analysis
• Strategic planning improves with AI research: Business planning becomes more powerful when AI handles underlying research and analysis
• Validation is crucial: Always verify AI outputs using multiple sources or human judgment
• Leadership starts with self-assessment: Leaders must first understand their own capabilities and gaps before implementing AI across their organization

Takeaway Quotes from Jeff Tehan

• "Reducing uncertainty has been handed to us with AI"
• "People first, human in the loop. We're not developing robots to do humans' jobs."

LinkedIn: Jeff Tehan and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction: Making Sense of Chaos in the AI Era 02:21 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

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:

• changing buyer behavior
• the future of sales and marketing as influenced by AI tools and technologies
• practical applications of AI in marketing and sales
• how small and mid-sized businesses can leverage AI tools to enhance their processes
• the role of executives in understanding AI capabilities
• the future of AI in the workforce.

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

• Midsize industrial manufacturers need to engage with AI at multiple levels.
• Community plays a crucial role in adopting AI technologies.
• Discipline and methodology are key to mastering any skill, including AI.
• Small businesses can leverage AI to compete with larger firms.
• The traditional marketing playbook is evolving with AI advancements.
• Sales and marketing are increasingly interconnected in the buyer's journey.
• Buyers are using AI to streamline their research and decision-making processes.
• AI can automate entry-level tasks, changing the landscape of marketing jobs.
• The AI Automation Lab is designed for business owners and sales professionals to learn and implement AI solutions.
• Weekly sessions include co-build and troubleshooting sessions provide the most value to participants.
• Community brainstorming enhances problem-solving.
• AI can assist in content creation and writing.
• Engagement on LinkedIn requires strategic thinking.
• Executives should observe AI applications to trigger ideas.
• Guardrails in AI systems prevent mistakes.
• Small businesses can automate grunt work with AI.
• Practical applications of AI can save time and resources.
• The future of AI should focus on enhancing human capabilities.

Takeaway Quotes from Rick Kranz

• "It's about methodology and discipline."
• "AI is taking over entry-level tasks."
• "Get your salespeople on LinkedIn."

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

Show Transcript 

Chapters

00:00 Introduction to AI in Marketing and Sales 02:16 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.   

Read more from Ed's recent paper on these critical changes.

  #AIForMarketingAndSales #AIForSalesAndMarketing #AIForSales #AIForMarketing #RickKranz #KellyKranz #AIMarketingAutomationLab #AIMarketingAutomation #AIMarketingAutomationAgency #AIToolsForDigitalMarketing #BestAIToolsForMarketing #AIMarketingTools #AIToolsForMarketing #B2BMarketing #AIToolsForSales #DigitalMarketing #ContentMarketing #InboundMarketing #AISalesLab #AIToolsForSalespeople #AIForSalesTeams

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:

• common pitfalls in community building
• the significance of testing and iterating strategies
• key metrics for measuring community success
• the intricacies of building and managing online communities
• the importance of understanding community personas
• generational preferences
• mobile accessibility
• training moderators
• establishing community guidelines
• and the role of sponsorship

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

• Community is defined by the members who identify with it.
• Building a community requires a clear strategy and understanding of the target audience.
• Engagement and connection are crucial for a thriving community.
• Communities can serve various business outcomes, including support, product feedback, and customer acquisition.
• A community manager should be a facilitator, not just a moderator.
• Testing and iterating on community strategies is essential for success.
• Key metrics for community success include member satisfaction and retention rates.
• Investment in community initiatives should be viewed as a long-term commitment.
• Segmentation helps in addressing the unique needs of various community members.
• Generational preferences influence platform choices for community engagement.
• Mobile accessibility is essential for communities catering to deskless workers.
• Training moderators can enhance community interactions and support.
• Community guidelines should be clear and tailored to the brand's voice.
• AI may enhance community interactions but personal connections remain vital.
• Integrating online and offline experiences can strengthen community bonds

Takeaway Quotes from Leslie Greenwood

• "Community is defined by the members who identify with it."
• "Testing and iterating on community strategies is essential."
• "Many communities fail due to lack of strategy."

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

Show Transcript 

Chapters

00:00 The Changing Landscape of Marketing and Community Building 06:11 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.  

Read more from Ed's recent paper on these critical changes.

  #HowToBuildAnOnlineCommunity #HowToCreateOnlineCommunity #OnlineCommunityBestPractices #HowToBuildCommunityOnline #OnlineCommunity #HowToBuildOnlineCommunityForYourBrand #B2BMarketingStrategies #B2BMarketing #CommunityBuilding #CommunityManager #CommunitySuccess #CommunityInvestment #OnlineCommunities #CommunityGuidelines

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:

• the evolving landscape of sales in the digital age
• the intricacies of sales management, accountability, and methodologies
• the importance of congruency in messaging between marketing and sales
• the need for accountability in performance
• how to motivate sales teams by understanding their personal goals.

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

• Sales management is foundational for consistent growth.
• Fractional sales management requires quick impact.
• Transformation in sales culture can be uncomfortable.
• Salespeople must understand ROI to communicate effectively.
• The status quo is the biggest competitor in sales.
• Hope is not a strategy; sales require actionable insights.
• Sales managers often lack respect within organizations.
• Buyers prioritize their needs over the seller's offerings.
• Sales training should include both producers and managers.
• Investing in sales playbooks is essential for success.
• Congruency in messaging is essential for sales and marketing alignment.
• Accountability is key; companies get the behavior they tolerate.
• Understanding generational differences can enhance sales team dynamics.
• Motivating sales reps requires knowing their personal goals.
• Podcasting can be a fun and valuable platform for sharing insights.
• Books like 'Meditations' and 'The E-Myth' are great resources for professionals.
• Not all sales reps can be trained; focus on those willing to learn.
• Navigating business challenges is part of growth and learning.
• Fractional sales management can provide immediate support and structure.
• AI tools can assist in sales but should not replace human interaction.

Takeaway Quotes from Walter Crosby

• "Sales management is a fulcrum for revenue."
• "Transformation is uncomfortable for teams."
• "Companies get the behavior that they tolerate."
• "AI is a toolbox, not a solution."

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

Show Transcript 

Chapters

00:00 Introduction to Sales Management and Growth 08:03 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

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's immigrant experience from Nigeria to the US
• her journey in building a network of innovators through her podcast, the Neo Industrial Podcast
• the importance of proof of concept in investment decisions
• the need for corporate development strategies in middle-market manufacturing
• the potential of corporate venture capital to drive innovation.

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

• Deep Tech is rooted in scientific and engineering foundations.
• The future of technology will require new infrastructures to support advancements.
• Lifelong learning and adaptability are crucial for success in business.
• Customer pain points should drive product development in deep tech.
• Investment banking experience can provide valuable insights for venture capital.
• The importance of a strong work ethic in founders of deep tech startups.
• Disruption in industries requires a generalist mindset.
• The Neo Industrial Podcast aims to bridge gaps in knowledge and networking.
• Building a venture firm involves understanding the complexities of technology commercialization.
• There's genius in people.
• Corporate VC can become misaligned with the company's vision.

Takeaway Quotes from Belinda Ephraim

• "Disruption requires a generalist mindset."
• "Corporate development is a critical factor."

Check out Belinda's Deep Tech VC website.

LinkedIn: Belinda Ephraim and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @NEOIndustrialist and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Deep Tech and Venture Capital 02:23 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

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:

• strategic business positioning for the upcoming economic challenges of the 2030s
• the importance of understanding economic cycles
• leveraging technology and AI for efficiency
• the U.S. economy
• key economic indicators for business leaders
• labor challenges in the industrial sector
• the impact of tariffs on the trucking industry.

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

• Practical perspective on economics.
• Public speaking skills are essential for conveying economic data.
• Sales strategies must adapt during periods of uncertainty.
• Building relationships is key to successful sales.
• Discipline in sales leads to better outcomes.
• Economic forecasting can help businesses prepare for the future.
• The 2030s may present significant economic challenges.
• Businesses should not miss opportunities for growth in the coming years.
• Businesses should prepare for the 2030s by evaluating their market positions.
• Understanding economic cycles is crucial for strategic planning.
• Investing in automation can enhance productivity and reduce labor needs.
• Aligning leadership and board perspectives is essential for effective decision-making.
• The U.S. economy is projected to remain strong despite global challenges.
• Key economic indicators include B2B spending and money supply.
• Labor availability is a significant concern for industrial sectors.
• Tariff impact on supply chains.
• Alternative data can provide valuable insights into market trends.
• Effective marketing strategies are vital for professional services firms.

Takeaway Quotes from Michael Feuz

• "If you're preparing for the 2030s, you're not going to be worse off if it doesn't materialize."
• "Take care of the little things so the big things fall in place."

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

Show Transcript 

Chapters

00:00 Understanding Market Dynamics and Trends 07:35 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

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:

• the future of manufacturing jobs
• the role of MEPs
• broader implications of manufacturing on employment
• the evolving perception of manufacturing
• the role of private equity
• the importance of advocacy in the industry.

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

• Manufacturing companies often hold themselves back by not applying continuous improvement principles to talent acquisition.
• The ability to hire and retain talent is a significant challenge in manufacturing.
• Employer branding is crucial for attracting talent in manufacturing.
• Building relationships is more effective than traditional sales tactics.
• The Rust Belt identity is evolving, reflecting a manufacturing renaissance.
• Perceptions of manufacturing careers need to change to attract younger generations.
• The skills gap and labor shortage are critical issues for the future of manufacturing.
• Investment in manufacturing resources, like MEPs, is essential for growth.
• Awareness and exposure to manufacturing careers are vital for attracting talent.
• Manufacturing jobs create a ripple effect of employment opportunities in support roles. 85% of people now have a positive view of manufacturing.
• We need to close the gap in manufacturing perception.
• Private equity is evolving to include manufacturing expertise.
• Automation enhances job quality and safety.
• AI will improve productivity in manufacturing.
• RPO offers a strategic partnership for hiring.
• Community engagement drives business development.
• Podcasts can effectively generate business opportunities.
• Incentives exist for hiring veterans in manufacturing.

Takeaway Quotes from Taylor Evans

• "Employer branding remains an untapped market."
• "Automation makes for better jobs"

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

Show Transcript 

Chapters

00:00 The State of Manufacturing and Workforce Development 03:00 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

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:

• The psychology of buyer paralysis and risk aversion
• How sellers unintentionally worsen indecision
• The need for sales to provide structure, guidance, and reassurance
• Marketing’s role in preempting fear and simplifying decisions
• How sales organizations must evolve to help buyers move forward, not just press harder

This episode is must listen for any enterprise seller facing long sales cycles, multiple stakeholders, and stalled deals.

Key Topics Covered

1. Psychological roots of indecision in B2B buyers
2. JOLT: A four-part method to dislodge stuck deals
3. Why fear of failure trumps fear of missing out
4. The role of sellers as buyer agents, not persuaders
5. Tactics to reduce perceived risk in capital decisions

Takeaways

• Up to 60% of complex B2B deals result in no decision, often due to fear, not logic.
• 87% of sales conversations show signs of buyer indecision.
• FOMU (Fear of Messing Up) outweighs FOMO and freezes deals.
• Buyers fear errors of commission (doing something wrong) more than omission (missing out).
• Making a confident recommendation builds trust and reduces risk.
• Indecision often stems from options overload, information overload, and expectations overload.
• Doubling down on FOMO when a buyer hesitates actually worsens indecision.
• Internal politics, previous bad experiences, and execution concerns all feed FOMU.
• Sellers must adjust forecasting based on buyer indecision, not just intent.
• Multi-threading is essential: more voices = more indecision to uncover.
• Buying teams may contain internal saboteurs or passive resistors, so JOLT must be applied across the group.
• Help deal champions use JOLT tactics on their own team to move forward.
• Sellers can qualify out deals based on a buyer’s incapacity to decide, not just budget.
• Post-sale validation (to confirm no regret) should be built into project plans.
• “Rip and replace” situations require extra effort to reduce FOMU and show safety nets.
• Indecision is rising over time and exacerbated in uncertain economic climates.
• AI and unstructured data tools may help detect indecision signals proactively.
• Sales differentiation today is more about how you sell than what you sell.

Takeaway Quotes from Ted McKenna

• "Indecision is often rooted in fear of failure."
• "We have to find ways to actively de-risk that decision."
• “The buyer already feels fear—when we pile on more fear, we just make it worse.”

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

Show Transcript 

Chapters

00:00 Understanding the No Decision Dilemma 02:58 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

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:

• today's sales challenges
• sales mindset
• core principles of effective sales
• problem-solving, resilience, and personal connections
• and the necessity of overcoming excuses to achieve success.

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

• Industrial sales can learn from tech's creative approaches.
• John Barrows emphasizes the importance of practical sales training.
• AI is transforming the sales landscape, making human connection vital.
• Sales training should be a consistent expectation, not an aspiration.
• In-person training is crucial for new sales professionals.
• Sales is about solving problems, not just convincing customers.
• The first two years in sales should be spent in the office for development.
• A growth mindset is essential for success in sales. If you are not a problem solver, get out of the profession.
• Winning is great, but learning from losses is crucial.
• Sales managers should know their salespeople's personal goals.
• AI can enhance sales coaching and management.
• Excuses are just that—excuses; take control.
• Sales training is becoming more specialized and segmented.
• Respect for others' time is crucial in work.
• Sales kickoffs should focus on actionable insights.
• Authenticity is key in sponsorships and partnerships.
• Video can enhance communication and engagement in sales.
• Agility is essential for adapting to market changes.
• Continuous improvement should be a daily practice.
• Sales teams should collaborate to innovate processes.
• Understanding your audience is vital for effective selling.

Takeaway Quotes from John "Make It Happen" Barrows

• "AI is coming for all of us."
• "Sales is about helping people solve problems."
• "If you are not a problem solver, get out."

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

Show Transcript 

Chapters

00:00 Introduction to Industrial Sales and Tech Insights 03:22 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

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:

1. Selling to the C-suite
2. Understanding and coaching executives on making decisions in a stressful world

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:

• the evolving decision-making processes of executives
• the immense and preoccupying pressures they face
• the role of committees in decision-making
• changes in accountability in organizations
• the keys to successful selling to the C-suite
• the critical importance of understanding executive decision-making.

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

• The importance of actionable insights for executives.
• Her journey of helping others is rooted in personal experiences of struggle.
• Coaching and consulting must be linked to tangible business results.
• Liberal arts education provides critical thinking skills but must connect to practical applications.
• Bridging generational communication gaps.
• Executive decision-in a world of overwhelming information.
• Prioritization and scenario planning.
• The role of committees in decision-making can complicate accountability.
• Creating shared ownership and accountability is a persistent challenge.
• The key to success in selling to the C-suite is to genuinely care about clients' needs.
• Referral strategies are crucial for prospecting to executives.
• Understanding what matters to clients is essential for effective communication.
• Sales professionals must adapt their language to different audiences.
• Simplifying complex ideas is vital when communicating with the C-suite.
• Managing stress effectively is important in high-stakes environments.
• Personal branding can enhance professional relationships and opportunities.
• Seizing opportunities during periods of turmoil requires a proactive mindset.

Takeaway Quotes from Elizabeth Freedman

• "We have to care about what they care about."
• "We must be able to speak in their language."
• "Meet people where they are."

Check out Elizabeth's E-Suite Leader website.

LinkedIn: Elizabeth Freedman and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Executive Performance and Leadership 02:40 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

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:

• managing complex sales cycles
• the significance of discovery
• the need for accurate sales data to inform decision-making at the executive level
• common pitfalls in sales
• unrealistic pipelines, pipeline reviews, MEDDPICC, BANT, other qualification frameworks
• the importance of understanding customer pain points
• the philosophical difference between qualifying deals in vs. qualifying them out

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

• AI sales agents can streamline sales processes while preserving human interaction.
• Understanding customer pain points is crucial for successful sales.
• Sales reps often have 'happy ears' leading to unrealistic pipelines.
• Discovery is essential to tie solutions to customer outcomes.
• Sales managers should focus on quality over quantity in pipelines.
• Autonomous deal execution can enhance sales efficiency.
• Sales cycles can be sped up by addressing gaps in real-time.
• AI is changing the way we prepare for sales meetings and qualify opportunities.
• Factors beyond our control, like M&A, change deal qualification.
• Salespeople need to focus on gaps in their deals, not just successes.
• Trust is the foundation of effective leadership.
• Archery teaches mental toughness and resilience in business.
• Continuous practice is essential for sales success.
• Communities are becoming vital for building trust in business.
• AI will increasingly influence how deals are qualified and managed.

Takeaway Quotes from Roi Carmel

• "Slow down to speed up."
• "We need to orchestrate, not operate."
• "AI is accelerating value-driven conversations."
• "Always be qualifying out."

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

Show Transcript 

Chapters

00:00 Introduction to Industrial Growth and Technology Insights 03:05 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

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:

• the current economic landscape and its implications for businesses
• rising bankruptcy rates
• the importance of understanding customer risks in business.

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

• Trade credit insurance mitigates risk and creates opportunities.
• Dan Schobel launched his business to seize the moment.
• Sales in the B2B space require constant prospecting.
• Understanding customer risk is crucial for receivables protection.
• Trade credit insurance is not the same as factoring.
• The cost of trade credit insurance is minimal compared to its benefits.
• Threatening to file a claim can prompt customer payments.
• Retail is struggling while restaurants are busy.
• Economic conditions vary significantly by industry.
• Effective sales strategies involve understanding the decision-makers.
• Economic disparities exist between urban and rural areas.
• Bankruptcy rates are increasing, particularly in mid-America.
• Understanding customer risks is crucial for businesses.
• Credit insurance can provide a competitive edge in sales.
• Managing stress is part of navigating high-stakes situations.
• Credit insurance can free up cash and reduce financing costs.
• Many companies are unaware of the benefits of credit insurance.
• Misconceptions about the cost of credit insurance persist.
• Effective risk management can lead to business growth.
• Building relationships and trust is key in the insurance industry.

Takeaway Quotes from Dan Schobel

• "You're crazy if you don't cover it."

Check out Dan's Trade Smart website.

LinkedIn: Dan Schobel and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Trade Credit Insurance 02:25 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

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:

• the evolving nature of industrial marketing
• the significance of maintaining a strong manufacturing base in the U.S.
• the complexities of automation in manufacturing
• the impact of private equity on American jobs
• the critical need for effective marketing strategies.

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

• Diana Huff has a rich background in industrial marketing and manufacturing.
• The role of private equity in manufacturing can be both beneficial and detrimental.
• Offshoring has significantly impacted American manufacturing jobs.
• Effective marketing is crucial for small manufacturers to compete.
• Websites should communicate expertise and attract talent, not just generate leads.
• Diana's blog focuses on promoting Made in USA products based on personal experiences.
• The manufacturing industry has become more efficient due to competition. 
• Automation can help address labor shortages in manufacturing.
• Diana's journey reflects a passion for revitalizing American manufacturing.
• Automation helps ensure consistent quality in manufacturing processes.
• The precision of automated tools can reduce waste and improve safety.
• Balancing profit maximization with employee welfare is a complex challenge.
• Many American manufacturers struggle with marketing and sales effectiveness. Improving their revenue growth can improve resilience and reduce the need to sell.
• Private equity can provide important options for business owners.
• Different firms and philosophies may emphasize business cuts while others embrace owners, legacy, employees and community.
• Manufacturing jobs are vital for community stability and individual dignity. - Building trust in marketing is essential for long-term success.
• Effective marketing requires consistency and a clear budget.
• Manufacturers should adopt a continuous improvement mindset in marketing.
• Consumers can support American manufacturing by being informed and intentional in their purchases.

Takeaway Quotes from Dianna Huff

• "There is no straightforward, easy answer."
• "Private equity may actually serve a purpose."
• "The focus on profits has led to offshoring."

Check out Diann's Huff Industrial Marketing website.

LinkedIn: Dianna Huff and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Diana Huff and Her Journey 12:00 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

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:

• aligning content with the buyer's journey
• the shift from print to digital content
• the challenges of writing case studies and white papers
• the need for a human touch in industrial marketing
• the importance of listening to the target market.

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

• Steve's first career was on factory floors before he transitioned from maintenance to content marketing.
• Understanding the buyer's journey is crucial for effective marketing.
• Emotional benefits are key in B2B marketing.
• Content must align with the buyer's journey for success.
• Digital content is replacing traditional print materials.
• Companies need to understand their target market's needs.
• Style guides help maintain consistent messaging.
• Video content is increasingly important in marketing.
• Case studies should focus on the customer as the hero. Marketing teams often struggle with resource limitations.
• Longer blog posts are now essential for effective SEO.
• Understanding your audience's emotional needs is crucial.
• AI can significantly enhance the research process for writers.
• Effective interviewing can uncover valuable tacit knowledge.
• A structured review process can streamline content approval.
• Writing should engage the audience on a conversational level.
• Adjacent content can attract potential customers beyond direct product marketing.
• Reading widely can improve copywriting skills.

Takeaway Quotes from Steve Maurer

• "Ask the so what question."
• "Don't make me think, show me."
• "Listen to your market and they will tell you."
• "I want to have a conversation with you, even if it's on paper."

Check out Steve's Maurer Copywriting website.

LinkedIn: Lew Weiss and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Industrial Growth and Content Marketing 03:02 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

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:

• Lew's innovative approach to marketing and his ability to adapt to changing industry landscapes
• his journey in podcasting
• the impact of his show on his business
• transition from audio to video
• challenges of monetization
• importance of consistency
• the value of educating the audience, and the need for commitment and patience in building a successful podcast.

Weiss also reflects on the surprises encountered during business transactions and the balance between work stress and passion for the industry.

Takeaways

• Lew Weiss founded All Metals and Forge Group in 1972.
• He embraced innovative marketing strategies throughout his career.
• The internet revolutionized his approach to business.
• ISO certification significantly boosted his company's credibility.
• Marketing has always been more important than sales in his experience.
• Manufacturing Talk Radio was created to provide insights to manufacturers.
• He recognized the need for continuous reinvention in business.
• Lew's unique branding with the yellow jacket made him recognizable.
• He generated substantial leads through his website.
• The podcast gained significant traction, with high download numbers. Sales at All Metals and Forge Group increased by over 30%.
• Consistency is crucial for podcast success.
• Transitioning to video-enhanced audience engagement.
• Syndication expanded the reach of the podcast.
• Monetization in podcasting is challenging but necessary.
• Surprises in business transactions are common.
• Passion for the work helps manage stress.
• Understanding industry buzzwords is essential for success.
• Rewards from podcasting can be significant over time.
• Educating buyers is vital in today's market.

Takeaway Quotes from Lew Weiss

• "Consistency is key in podcasting."
• "The rewards will come back in spades."
• "Educating your buyer is of colossal importance."

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

Show Transcript 

Chapters

00:00 Introduction to Lew Weiss and His Journey in Business and Manufacturing Talk Radio 04:26 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

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:

• managing trade show leads
• complexities of channel partnerships
• evolving landscape of automation technology
• different types of industrial sales channel
• specifics of partnerships in robotic integration
• importance of support culture over exclusivity.

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

• Jean's career spans over 22 years in automation and robotics.
• The importance of live events for personal connections in business.
• Transitioning from technical discussions to commercial conversations is crucial.
• Feedback from partner events is essential for future planning.
• Trade shows serve as networking opportunities rather than just sales events.
• Managing trade show leads effectively is key to success.
• Selling custom automation presents unique challenges compared to traditional sales.
• Women in industrial sales bring a different perspective and can be successful.
• The move to automation requires understanding both direct and channel sales.
• Building technology partnerships can enhance market offerings and growth.
• Successful integrators have relationships with various robot companies.
• Support culture is crucial in differentiating companies.
• Training programs should be tailored to the partner's existing knowledge.
• AI will play a significant role in the future of robotics.
• The market is shifting towards companies that can't find workers.
• Automation audits can help identify opportunities for integration.
• Innovative marketing strategies can enhance visibility and engagement.
• Personal well-being practices are essential for maintaining focus.
• Adaptability is key for integrators in changing industries.

Takeaway Quotes from Jean Rabatin

• "We want them to know who we are."
• "You have to earn that credibility."
• "We don't ask or demand for exclusivity."
• "You have to have some kind of value add."
• "We need robots to manufacture in this country."

Check out Jean's Yaskawa Motoman Robotics website.

LinkedIn: Jean Rabatin and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @Yaskawa and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Jean Rabatin and Her Journey 02:18 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

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:

• relationship management
• proper onboarding
• lessons learned from military discipline that can be applied to sales
• dual roles of leadership and management in sales
• importance of accountability and control.

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

• Sales challenges in manufacturing are common and multifaceted.
• Mike Miller's background in aerospace engineering and military service informs his sales approach.
• Transitioning from military to sales requires adaptability and a willingness to learn.
• Preconceptions about sales often differ from the reality of the role.
• Understanding customer needs is more important than technical details in sales. - Effective sales training and onboarding are crucial for success.
• Building relationships with customers is key to successful sales.
• Management requires a different skill set than being a top-performing sales rep.
• The importance of feedback and buy-in when implementing changes in sales strategy.
• Lessons from military discipline can enhance sales performance and management. Leadership and management are both essential in sales roles.
• Accountability comes in different forms: management vs leadership.
• Hope should be replaced with a proactive mindset.
• Qualifying opportunities is crucial for effective sales.
• Sales engineers must balance technical knowledge with sales skills.
• Every customer interaction should provide value.
• Understanding market trends is vital for sales success.
• Hiring great salespeople requires a focus on technical aptitude.
• Sales compensation should align with intrinsic and extrinsic motivations.
• Building empathy within teams enhances collaboration and understanding.

Takeaway Quotes from Mike Miller

• "You have to keep getting down to why does this matter?"
• "Management is a mindset and a skill set."
• "Hope is no longer in our language."

Check out Mike's AZO, Inc. website.

LinkedIn: Mike Miller and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @AZOInc. and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Sales Challenges in Manufacturing 01:20 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 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:

• the balance between creativity and realism in product ideation
• evolution of manufacturing processes
• the multifaceted world of product innovation, particularly within the context of industrial manufacturing
• ideation techniques
• challenges of product innovation
• the integration of product management with innovation efforts.

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

• New product innovation is essential for business growth.
• Market anguish reflects consumer frustrations with existing products.
• Qualitative research is crucial for understanding market needs.
• Stakeholder engagement can reveal hidden opportunities.
• Balancing creativity with realism is key in product development.
• Successful innovation requires a sustained R&D effort.
• Understanding the end-user experience drives product success.
• Ethnographic research can uncover valuable insights.
• Companies can innovate without hiring external experts.
• Effective brainstorming can lead to breakthrough ideas. Innovative ideation requires a no-criticism approach.
• Changing manufacturing processes can lead to significant product innovation.
• Companies often limit themselves to their existing markets.
• Staying aware of market changes is crucial for survival.
• Identifying societal and technological trends can drive innovation.
• Product management and innovation should work closely together.
• Planning is essential to avoid financial pitfalls in product development.
• Product innovation should have representation at the executive level.
• Most patents go unused, highlighting the need for strategic monetization.
• Looking outside the organization can uncover new growth opportunities.

Takeaway Quotes from Eric Rose

• "Product management and innovation should be hand in hand."
• "95% of all patents in the US are never monetized."
• "Look outside the box for growth opportunities."

Check out Eric's Pinnacle Product Innovation website.

LinkedIn: Eric Rose and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Growth and Innovation 02:53 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 - 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:

• the importance of independent directors, servant leadership
• continuous learning
• need for families to invest in their dynamics to ensure harmony and success in their enterprises
• challenges of managing talent within family businesses
• the significance of evaluating business performance against family values.
• Independent Directors' Value and Contribution

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

• Family businesses face unique challenges during generational transitions.
• Succession planning is crucial for maintaining family harmony and business continuity.
• Outside experience is essential for the next generation in family businesses.
• Effective communication is often lacking in family enterprises.
• Balancing legacy preservation with innovation is a common struggle.
• Independent directors can provide valuable oversight and guidance.
• Understanding family dynamics is key to resolving conflicts.
• The entrepreneurial spirit is often passed down through generations.
• Digital transformation is necessary but can be met with resistance.
• Creating a culture of trust and understanding is vital for family business success.
• Independent board members alleviate family decision-making pressure.
• Creating a professional development committee is essential.
• Investing in family dynamics leads to business success.
• Transitioning to a business family mindset is crucial.
• Continuous learning fosters growth and adaptability.
• Evaluating return on equity is necessary for sustainability.
• Understanding family dynamics is key for independent directors.
• Sacred cows in organizations can hinder progress.
• Independent directors can challenge and support family businesses.
• Embracing a stakeholder mentality enhances community relations

Takeaway Quotes from Josh Gentine

• "Sacred cows can be hard to address."
• "Invest in your family dynamics."
• "Transition from a family business to a business family."

Check out Josh's Bench Consulting website, and Family.inc.

LinkedIn: Josh Gentine and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

0:00 Navigating Family Business Transitions 12:09 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 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:

• the need for consistency in thought leadership and the impact of bias in modern journalism
• the importance of strategic planning and effective communication
• the evolving landscape of media and communication in business
• the challenges of information overload
• importance of unique storytelling
• the balance between opinion and fact in corporate communication.

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

• Thought leadership requires a commitment to consistent messaging.
• Authenticity in content creation is crucial but often misinterpreted.
• Companies often underestimate their ability to share valuable insights.
• The media landscape has changed, creating more competition for attention.
• Bias in journalism is more visible, affecting audience trust.
• Maximizing the power of thought leadership involves understanding your unique perspective.
• Engaging content should challenge conventional thinking.
• A strategic approach is necessary for long-term success in thought leadership.
• The role of a fractional editor is to provide honest feedback.
• Navigating fear and skepticism is essential for companies to share their stories.
• Companies can leverage media to tell their own stories.
• Content doesn't resonate, no matter how much money you spend.
• Don't conflate opinion with fact; ground opinions in fact.
• Improv and hiking help with creativity and problem-solving.
• Many companies fail to seize the opportunity of in-house media.
• Hiring a journalist can help overcome content creation hurdles.
• Reading widely helps develop a sense of good writing.
• AI can help with research but lacks creativity.
• Building a personal brand can benefit both individuals and companies.

Takeaway Quotes from Jake Meth

• "Anyone at any executive level has something interesting to say."
• "Publishing one op-ed is just not a thought leader make."

Check out Jake's website.

LinkedIn: Jake Meth and Ed Marsh

Twitter: Jake Meth and Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Thought Leadership and Journalism 03:07 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 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:

• the challenges of engaging different generations
• the need for effective marketing strategies
• the critical role of advocacy in navigating regulatory changes.

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

• Trade associations help industries do what they can't do alone.
• Networking is a key benefit that members often overlook.
• Engagement is essential for members to extract value from associations.
• Associations must evolve their value propositions to remain relevant.
• Face-to-face interactions are crucial for building relationships.
• Marketing strategies in the industrial space need improvement.
• Advocacy efforts are often unrecognized but vital for member protection.
• Generational differences impact how members engage with associations.
• Associations must adapt to technological changes and communication preferences.
• The regulatory landscape is constantly changing, requiring proactive advocacy.
• Engagement in trade associations can significantly enhance professional development.
• Networking opportunities at association meetings can lead to job prospects.
• Associations play a vital role in helping members navigate grant opportunities.
• Younger professionals can gain valuable insights by participating in working groups.
• Investing time in association activities is crucial for maximizing benefits.
• Trade associations can help members understand industry trends and statistics.
• Manufacturing careers are evolving and require adaptability and continuous learning.
• AI can streamline processes but should not replace human expertise.
• The future of trade associations may involve new technologies and approaches.
• Collaboration within the industry can lead to better outcomes for all members.

Takeaway Quote from Stephen Sears

• "They are your competitors 360 of the other days of the year, but for these five days, they're your colleagues."

Check out Stephen's website.

LinkedIn: Stephen Sears and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @eifsindustrymembersassocia5665 and @EdMarsh

Show Transcript 

Chapters

00:00 Maximizing Trade Association Memberships 05:59 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 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:

• common mistakes companies make in developing buyer personas
• the five rings of buying insight as a framework for effective buyer research
• intricacies of understanding buyer insights
• the application of buyer personas
• a structured approach to translating insights into actionable messaging through workshops

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

• Industrial manufacturers often hold misconceptions about their buyers.
• Understanding buyer needs is crucial for effective marketing and sales.
• Empathy is key in understanding what buyers are looking for.
• Outcomes should focus on what buyers want to achieve, not just product features.
• The buyer persona framework needs to be actionable and relevant.
• Research should inform business decisions, not just exist for its own sake.
• A well-crafted buyer persona can help preempt buyer fears and concerns.
• Growing buying teams complicate the decision-making process.
• Addressing buyer fears can position a company as a trusted advisor.
• The five rings of buying insight provide a structured approach to understanding buyers.
• Buyer personas should encompass both organizational and individual factors.
• Identifying perceived barriers can differentiate your offerings.
• Decision criteria vary across different roles in the buying committee.
• The buyer's journey includes steps, information sources, and key influencers.
• Direct interviews with recent buyers provide unbiased insights.
• Quotes from buyers enhance the credibility of findings.
• Buyer personas can be applied to various high-consideration purchases.
• A structured messaging workshop can align team efforts around buyer needs.
• Narrowing down insights to key themes helps in creating focused marketing strategies.
• Interviews should be conducted without preconceived notions.
• The interviews provide irrefutable insights into buyer decisions.
• AI can efficiently analyze buyer persona data but should not replace human insights.
• Investing in buyer personas eliminates marketing waste.
• Understanding buyers deeply leads to better marketing strategies.
• The investment in buyer personas pays off over the long term.
• Companies should not guess about their buyers' needs.

Takeaway Quotes from Jim Kraus

• "A buyer persona will help to align your entire organization around one source of buyer truth."

Check out Jim's website

LinkedIn: Jim Kraus and Ed Marsh

Twitter:  Ed Marsh

Instagram: Ed Marsh

YouTube: @BuyerPersonaInstitute and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Buyer Research 05:50 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 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:

• Dave's journey in writing about sales management
• how he integrates faith, politics and sales analogies
• the current dismal state of sales accountability
• the necessity of coaching and role-playing
• the evolution of sales training - the relationship between sales and marketing

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

• Sales success often comes from unexpected beginnings.
• Mentorship can significantly shape a salesperson's career.
• Efficiency in selling is crucial for long-term success.
• Understanding different sales environments is key to hiring.
• Active listening skills are essential for effective sales coaching.
• Sales assessments should focus on sales-specific competencies.
• The journey of building a business can evolve over time.
• Baseball analogies can provide valuable insights into sales.
• Music training can enhance listening and questioning skills.
• Sales training should be tailored to individual needs.
• Dave's writing about sales management started as a blog.
• Analogies help in understanding sales concepts.
• Accountability is lacking in many sales teams.
• Coaching should involve role-playing regularly.
• Sales processes must be logical and practical.
• Training should be ongoing and not a one-time event.
• Leadership involvement in training is essential.
• AI cannot replace human interaction in sales.
• Investing in training leads to better sales outcomes.
• Sales talent distribution means not all salespeople add equal value.
• Marketing occurs before the first conversation; sales begins after.
• Crappy salespeople drive buyers away, regardless of their stage in the journey.
• Training and coaching are essential for raising sales expectations.
• Role-playing is crucial for effective sales training.
• Understanding the science of sales is key for executives.

Takeaway Quotes from Dave Kurlan

• "Salespeople need to role play every day."
• "AI cannot replace a salesperson having a conversation."

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

Show Transcript 

Chapters

00:00 Introduction to Sales Legend Dave Kurlan 02:04 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 - 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

• Secular changes in B2B buying require adaptation in marketing and sales.
• Understanding the difference between cycles and secular trends is crucial.
• The internet has fundamentally transformed how buyers seek information.
• COVID-19 accelerated the adoption of digital sales and marketing technologies.
• Decision-making in companies has shifted to committee-based processes.
• Buyers are overwhelmed with content and prefer un-gated information.
• Traditional SEO and content marketing strategies are becoming less effective.
• Sales teams need to build relationships rather than just react to inquiries.
• Investing in training and development for sales teams is essential.
• Companies that adapt early will gain a competitive advantage.

Takeaway Quotes from Ed Marsh

• "Waiting for buyers to find us is futile."
• "Buyers are overwhelmed with content."

LinkedIn: Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Secular Changes in B2B Buying 02:50 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

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 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 evolving landscape of industrial supply chains
• role of latent knowledge
• transformative potential of large language models (LLMs) in engineering
• challenges of creating comprehensive ontologies
• importance of context in information retrieval
• lessons learned from startup development.

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

• Machine learning can significantly enhance engineering design processes.
• Tacit knowledge is often unstructured and hard to capture.
• Automation can eliminate repetitive tasks in engineering.
• Sales and marketing roles may evolve due to automation.
• LinkedIn is a powerful tool for startups to connect with decision-makers.
• The boundary between tacit and explicit knowledge is constantly shifting.
• Generative AI can handle ambiguity in natural language but may lack precision.
• The ideal users of Engora's technology are early-stage engineers.
• Knowledge transfer is crucial for effective engineering practices.
• Understanding the conflict between AI and engineering precision is essential. Latent knowledge in industrial supply chains is crucial.
• LLMs can help contextualize information for engineers.
• Prototyping is essential but can lead to wasted efforts.
• 3D printing requires a rethink of traditional engineering principles.
• Information security is a major concern with AI solutions.
• Sales reps must understand engineering trade-offs to add value.
• Marketing must shift towards comprehensive content creation.
• Websites need to serve both users and AI effectively.
• Companies should prepare for AI's impact on their operations.
• Tacit knowledge is vital for effective AI prompt writing.

Takeaway Quotes from David Anderson

• "We can help automate the sourcing process."
• "The goals of GenAI and engineering are orthogonal."
• "We want a future where rote work is automated."

Check out David's website and the Engora chatbot

LinkedIn: David Anderson and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Machine Learning in Engineering 02:47 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

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:

• innovative business models
• the impact of podcasting as a tool for client engagement
• critical aspects of sales training
• hiring the right candidates
• the importance of accountability in business.

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

• Accounting is more than just numbers; it's about storytelling.
• Workforce development is a critical issue in manufacturing.
• Valuation should consider operational efficiency and market conditions.
• Marketing is essential for brand awareness and client engagement.
• Sales training is often overlooked but crucial for success.
• Innovative business models can enhance customer loyalty and profitability.
• Podcasts can effectively deliver valuable content to clients.
• Understanding client needs is key to providing effective solutions.
• Revenue growth is a primary driver of business valuation.
• Governance structures can provide accountability and strategic guidance.
• Sales training is often overlooked but essential for success.
• Hiring the right sales candidates can significantly impact ROI.
• Accountability within teams fosters a culture of improvement.
• Understanding financial metrics is crucial for strategic decision-making.
• Debt can be a strategic tool when used wisely.
• Regular financial reviews help identify inefficiencies.
• Competitor analysis is key to staying ahead in the market.
• Acquisitions can accelerate growth and market share.
• Integrating finance with operations enhances overall business performance.

Takeaway Quotes from Mike Sibley

• "I'm not just a bean counter."
• "Numbers tell a story."
• "You lose revenue, you're losing opportunities."

Check out Mike's website

LinkedIn: Mike Sibley and Ed Marsh

Twitter: Mike Sibley and Ed Marsh

Instagram: JamesMooreAndCo and Ed Marsh

YouTube: @JamesMooreAndCo and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Mike Sibley and His Expertise 02:31 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

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

• Grants can significantly support manufacturing growth.
• Understanding the nuances of grant applications is crucial.
• Leadership buy-in is essential for successful grant applications.
• Many manufacturers are unaware of available grants.
• Smaller grants can provide valuable experience for companies new to grants.
• Grants are taxable revenue and come with specific requirements.
• Education and training programs are vital for workforce development.
• Community involvement and local programs can enhance grant opportunities.
• A consistent strategy for seeking grants can lead to better outcomes.
• Manufacturing plays a key role in the economy and community development.

Takeaway Quotes from Micki Vandaloo

• "Stop leaving money on the table."
• "Grants can fund your success."
• "You can stack grants one on top of another."

Check out Micki's website

LinkedIn: Micki Vandeloo and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

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

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

• Kurt transitioned from chemistry to a family business unexpectedly.
• Leadership transitions in family businesses require clear communication.
• Inorganic growth can lead to painful lessons if not managed well.
• Selling a business brings both relief and a loss of identity.
• Understanding the friction between distribution and manufacturing is crucial.
• Traveling for work requires discipline in maintaining health and productivity.
• Hiring salespeople with industry experience doesn't guarantee success.
• Cultural differences impact sales strategies between regions.
• Automation is becoming essential due to labor shortages in manufacturing.
• Marketing strategies must evolve to engage customers effectively.

Takeaway Quote from Kurt Palmer

• "We needed to start to either grow organically or look at somebody to buy."

Check out Kurt's website

LinkedIn: Kurt Palmer and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Industrial Growth and Kurt's Journey 02:22 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 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.

Takeaway Quote from Salim Awad

• "The rebirth of manufacturing is real."

Check out Salim's website

LinkedIn: Salim Awad and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @SpinnerNorthAmerica and @EdMarsh

Show Transcript 

Chapters

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 - 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.
• 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."

Check out Samantha's website

LinkedIn: Samantha Gadenne and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

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. Learn more here.   #PartnershipMarketing #PartnershipSales #Partnerships #SalesChannel #MarketingPartnershipStrategy #PartnershipMarketingExplained #WhatIsPartnershipMarketing #PartnershipMarketingStrategies #StrategiesForSalesAndMarketingPartnership

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:

• the role of assessments and team development programs in improving individual and team performance
• the importance of talent management and team effectiveness in organizations
• need for leaders to understand their own strengths and weaknesses
• how to create a culture of transparency and accountability.

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

• Building a resilient and successful organization requires a talent strategy that focuses on people and building effective teams.
• Understanding and adapting to different cultures and leadership styles is crucial for driving talent growth and organizational success.
• Assessments and team development programs can help improve individual and team performance.
• Strong partnerships between HR leaders, CEOs, and external advisors are important for driving talent growth and leadership development.
• Understanding your own strengths and weaknesses is crucial for effective leadership.
• Creating a culture of transparency and accountability is essential for team success.
• Assessments can provide valuable insights into individuals and teams, but should not be the sole basis for hiring or firing decisions.
• Continuous learning and personal development are key to leadership growth and success.

Takeaway Quotes from Patrick Hayes

• "In fact, a lot of times it's hard. There's very little to gain, in my experience, from obfuscating what you're feeling or what you think about a particular situation. Generally speaking, it's better to air it out."
• "Building culture and collaboration and excellence across an organization doesn't just happen by accident."

Check out Patrick's website

LinkedIn: Patrick Hayes and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

Chapters

00:00 Building culture and collaboration 08:38 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 - 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

• Trade shows are not dying; face-to-face interactions and human connection are still important in the digital age.
• Technology, experiential activations, and targeted messaging can enhance the trade show experience and make companies more memorable.
• Lead collection and handoff should be strategic and focused on capturing relevant information to facilitate effective follow-up.
• Trade show attendees are more focused and selective, attending with specific goals and seeking solutions to their challenges.
• Creating choreographed online experiences that engage virtual attendees is crucial for successful hybrid events.
• Trade shows can be used as a platform for content creation, including on-floor content that can be shared during and after the event.
• Lighting is often overlooked in display design, but it plays a significant role in attracting and engaging attendees.
• Integrating digital technology into trade show booths, such as QR codes and meeting scheduling links, can enhance the attendee experience.
• Effective lead follow-up is crucial for maximizing the value of trade show leads.
• Bringing a diverse team to trade shows, including representatives from different departments, can provide a more comprehensive and engaging experience for attendees.
• Creativity and differentiation are key to effective trade show strategies.

Takeaway Quote from Chris Dunn

• "Most companies don't plan enough for trade shows."

Check out Chris' website

LinkedIn: Chris Dunn and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @BlueHive and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and Overview of Trade Shows 08:32 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 - 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:

• the importance of creating an attractive work environment
• the changing demands of the workforce
• the challenges they face in finding and retaining skilled employees.

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

• Family businesses in the industrial manufacturing sector face unique challenges when it comes to ownership transitions and adapting to changing business norms.
• HFW, Incorporated has successfully embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy to showcase their work, engage with customers, and attract potential employees.
• The company prioritizes quality over quantity in their social media posts and aims to create a positive brand image.
• The management team, including both the second and fourth generations, discusses strategy and makes decisions together, emphasizing the importance of collaboration and a shared vision. Creating an attractive work environment is important for attracting and retaining skilled employees.
• The demands of the workforce have changed, and companies need to earn the respect and trust of their employees.
• Sales is a crucial aspect of the business and requires a deliberate and focused approach.
• Social media can be a powerful tool for connecting with other businesses and potential customers.
• In-person interactions are still valuable and can help build trust with customers.
• Companies need to adapt to new technologies and marketing strategies to stay competitive.
• Building trust with customers is essential, and content and social media can help showcase expertise and solutions.

Takeaway Quote from Matt & Jack Watson

• "Arc thrives on problems and invites companies to bring their problems to challenge them."

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

Show Transcript 

Chapters

00:00 Introduction and Overview 02:01 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

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:

• memoir
• novel
• essay collection
• trade non-fiction
• short story collection

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

• Jared Dillian has a diverse background in finance and writing.
• Daily content creation requires discipline and a structured routine.
• Authenticity in writing fosters a deeper connection with readers.
• Mental health awareness is crucial in high-pressure industries like finance.
• Boredom can lead to complacency and missed opportunities.
• Taking risks is essential for standing out in a crowded market.
• The 'Awesome Portfolio' concept emphasizes diversification in investments.
• Self-publishing allows for creative freedom and expression.
• Writing serves as a therapeutic outlet for stress management.
• Veterans bring valuable skills and accountability to the business world.

Takeaway Quotes from Jared Dillian

• "I'm a newspaper man. I have a daily deadline."
• "Boredom is one of the worst things in the world."
• "You are not in charge of what other people think of you."

Check out Jared's website

Daily Dirtnap

Jared's Progressive House Mixes

Jared on Amazon

LinkedIn: Jared Dillian and Ed Marsh

Twitter: Jared Dillian and Ed Marsh

Instagram: Ed Marsh

YouTube: @TheJaredDillianShow and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Jared Dillian 02:53 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

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:

• many CEOs expecting salespeople to already know how to sell
• sales is a discipline that requires constant learning and improvement
• the customer's environment has become more complex, requiring salespeople to be experts not only in their product but also in how it impacts other technologies and processes
• training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development, each serving a different purpose
• frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team
• sales methodologies should be tailored to the specific role and industry, as not all salespeople are suited for every type of sale
• sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.

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

• Sales training has evolved significantly over the years, and many companies are struggling to adapt to the changing landscape.
• Understanding the buyer's perspective and focusing on the value proposition are crucial in today's sales environment.
• Salespeople need to tie their product to business outcomes and address the specific needs of the CEO or decision-maker.
• The internet and technology have made sales more challenging, with increased competition and a wider range of options for buyers.
• Effective sales training is essential for improving sales effectiveness and helping salespeople overcome obstacles and achieve success. Sales is a discipline that requires constant learning and improvement.
• The customer's environment has become more complex, requiring salespeople to be experts in their product and its impact on other technologies and processes.
• Training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development.
• The frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team.
• Sales methodologies should be tailored to the specific role and industry.
• Sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.
• The BDR model, when done right, can be effective in generating leads and freeing up sales reps to focus on closing deals. BDRs require more nurturing and encouragement due to the nature of their role
• A clear value proposition and effective messaging are crucial in sales
• Understanding the customer's perspective is key to successful conversations
• When looking for a sales trainer, find someone who can tailor their approach to your specific product and market
• Top performers prioritize prospecting and schedule dedicated time for it
• Creating an environment for sales success requires an undeniable value proposition and constant reflection and adaptation

Takeaway Quotes from Al Rosenbaum

• "The sales team really needs to know how to have the right conversation around their value proposition"
• "You sound like a marketer who's trapped in a salesperson's body"
• "Sales is a discipline like every other discipline."
• "The customer's environment is so much more complex."
• "Training, coaching, role-playing, motivating, and mentoring are all separate but connected."

LinkedIn: Al Rosenbaum and Ed Marsh

Twitter:  Ed Marsh

Instagram:  Ed Marsh

YouTube:  @EdMarsh

Show Transcript 

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

Episode 30 - Amy Franko on Turning Sales Strategy Into Profit, Women in Sales, Board Governance over Sales and more

Summary

In this conversation, Ed Marsh interviews Amy Franko, a sales strategist and author, about sales strategy and the role of sales in organizations.

They discuss topics such as leadership, accountability, sales training, and the importance of sales in corporate strategy. Amy emphasizes the need for sales talent on boards and the importance of continuous recruiting.

She also shares insights on:

• challenges and opportunities in selling technology and industrial products
• sales strategy and its impact on business growth
• the importance of board governance
• need for a board skills matrix and continuous recruiting to ensure the board has the right talent.

Amy also shares her approach to building a strong board, including setting a vision, investing time and resources strategically, and introducing more strategic talent. She highlights the value of including junior people on the board as a talent incubator and implementing a board buddy system for onboarding new members.

Amy also touches on her support for women in business and sales, the importance of sales and marketing integration, and the role of sales ops and sales enablement in optimizing sales teams.

Takeaways

• Sales strategy is a critical component of corporate strategy and involves defining growth markets, target industries, and ideal clients.
• Boards should have members with contemporary sales insights to ask probing questions and provide oversight on sales strategy and execution.
• Continuous recruiting is important to find and nurture top sales talent, and companies should have efficient recruiting processes in place.
• Selling technology and industrial products have their own unique challenges, such as talent acquisition, complex sales, and balancing transactional and custom sales.
• Sales talent is crucial for long-term success, and companies should invest in talent development and create structures to support sales professionals.
• Understanding the lifetime value of a customer is essential for effective sales strategy and decision-making.
• Sales leaders should be involved in board-level discussions to provide insights on market opportunities, risks, and the impact of sales on business growth. Implement a board skills matrix and continuous recruiting to ensure the board has the right talent
• Set a vision for the board and invest time and resources strategically
• Include junior people on the board as a talent incubator
• Implement a board buddy system for onboarding new members
• Support women in business and sales
• Integrate sales and marketing strategies
• Consider the role of sales ops and sales enablement in optimizing sales teams

Takeaway Quote from Amy Franko

• "Sales strategy contains the categories for growth, target industries, and clients."

Check out Amy's website

LinkedIn: Amy Franko and Ed Marsh

Twitter: Amy Franko and Ed Marsh

Instagram: Amy Franko and Ed Marsh

YouTube: @AmyFranko and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and Background 03:21 The Role of Sales Strategy in Corporate Growth 05:50 The Importance of Sales Talent on Boards 19:42 Continuous Recruiting for Top Sales Talent 23:06 Challenges and Opportunities in Selling Technology 31:23 Navigating Complex Sales in Industrial Markets 39:43 Discovering the Board Governance Function 42:59 Building a Strong Board 48:27 Supporting Women in Business and Sales 51:25 Balancing Work and Wellness 55:30 Integrating Sales and Marketing Strategies 59:07 The Role of Sales Ops 01:04:47 Exploring the BDR Model 01:08:13 Understanding Financials in Sales 01:10:18 The Future of Sales Optimization   Wondering how board governance, sales strategy, sales training and other pieces all fit together in an integrated and engineered system for revenue growth? Check out this free downloadable diagnostic to identify opportunities using the Overall Revenue Effectiveness™ Framework.   #SalesStrategy #StrategicSales #StrategicSelling #SalesTraining #SalesManagement #SalesCoaching #SalesGrowth #WomenInSales #SalesOnBoards #independentdirectors #boardstrategy #boardofdirectors #boarddiversity #GirlScouts #Governance #BoardGovernance #boardoversight

Episode 29 - Industrial Marketing Strategy Texas Style! ARC Specialties Dann Allford and Johnny Tyler discuss how to STOP Wasting Time on Industrial Marketing Strategies That Fail

Summary

Just Get it Done!

TEXAS Sized industrial marketing built on engaging video content on YouTube and LinkedIn.

Dan & Johnny emphasize the importance of authenticity and passion in their videos, and they believe that reaching the right audience is more important than the number of views.

The duo also discuss:

• the value of experimentation and the willingness to make mistakes in their content creation
• blending technical information and human interest stories with opinion
• the power of partnerships and giving credit where it's due
• value of LinkedIn and video content to build awareness and trust with their audience
• the power of informative and engaging videos that showcase their expertise in industrial automation
• how knowledge sharing attracts both vendors and end users, creating a strong network of potential customers.

Dan discusses how their sales team is persistent and patient, willing to invest time in potential opportunities even if they are not immediately qualified. Johnny Tyler, translates Dan's ideas with editing and producing videos, ensuring they are cohesive and visually appealing.

The pair find that building awareness and trust is better than direct lead generation. Dan speaks at industry events to establish thought leadership. Both agree on the importance of consistency in content creation and encourage companies to just start creating content and not wait for a perfect process.

Takeaways

• Creating engaging video content on YouTube and LinkedIn is an effective way to reach and connect with potential customers.
• Authenticity and passion are key in creating successful video content.
• Experimentation and the willingness to make mistakes are important in content creation.
• Covering a wide range of topics, including technical information, human interest stories, and opinions, can help build thought leadership and engage a diverse audience.
• Partnerships, LinkedIn and video content help build awareness and trust with their audience
• They focus on creating informative and engaging videos that showcase their expertise in industrial automation
• They have a strong partnership with their vendors, who help spread their message to the end users
• They emphasize the importance of perseverance and intuition in sales
• They have a strong presence at trade shows and speak at industry events to establish thought leadership
• They believe in giving back to the industry and are open to sharing their knowledge and expertise

Takeaway Quote from Dan Allford

• "Arc thrives on problems and invites companies to bring their problems to challenge them."

Takeaway Quote from Johnny Tyler

• "Start making digital content. We are thought leaders in this industry."

Check out ARC Specialties' website

LinkedIn: Dan Allford , Johnny Tyler, and Ed Marsh

Twitter: ARC Specialties and Ed Marsh

Instagram: ARC Specialties and Ed Marsh

YouTube: @ARCSpecialties and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Arc Specialties and their Approach to Marketing 03:03 Engaging Industrial Marketing: The Power of Video Content 06:32 Authenticity and Passion: Keys to Successful Video Marketing 09:32 Experimentation and Mistakes: The Path to Effective Content Creation 18:32 Building Relationships and Expanding Reach through Partnerships 38:58 Building Awareness and Trust with LinkedIn and Video Content 40:06 Perseverance and Intuition in Sales 42:19 The Power of Partnerships in Spreading the Message 46:20 Recognizing Longevity and Employee Appreciation 48:34 The Impact of Trade Shows and Booth Design 51:31 The Time Commitment for Video Production 52:46 The Benefits of Speaking at Events 54:06 The Importance of Consistency in Content Creation 55:28 Giving Back to the Industry and Sharing Knowledge   Wondering how industrial marketing strategy, tactics and sales fit together? Check out my Overall Revenue Effectiveness Framework - free diagnostic download   #IndustrialMarketingStrategy #IndustrialMarketing #ManufacturingMarketing #MarketingForManufacturers #TradeShowSales #TradeShowMarketing #VideoMarketing #YouTubeMarketing #Welding #DanAllford #Robots #Cobots #authenticity #InboundMarketing #DemandGeneration #LeadGeneration

Episode 28 - Vaughn Mordecai on Building Powerful Indirect Sales Channel, Navigating Partner Ecosystems, and the Potential of PRM Software

Summary

In this episode, Ed Marsh and Vaughn Mordecai discuss the evolution of channel partnerships in the industrial space. They explore the concept of an ecosystem and how businesses are moving towards many-to-many relationships. They also touch on the differences between tech and industrial spaces, the challenges of channel conflict, and the importance of aligning the interests of vendors, channel partners, and customers.

They discuss:

• the potential for channel partners in the industrial space to foster an ecosystem and the role of marketplaces in streamlining the buying process
• the need for a strong business proposition
• the importance of identifying an ideal partner profile
• importance of identifying the characteristics of successful partners and using that information to create an ideal partner profile (IPP)

Mordecai explains how AI can be used to analyze partner data and uncover the core characteristics that lead to success. Vaughn also provides an overview of partner relationship management (PRM) software and its key modules, such as onboarding, training, content management, and partner marketing automation. He emphasizes the need for continuous engagement with partners and the role of AI in driving the future of partnerships.

Takeaways

• The concept of an ecosystem is emerging in the industrial space, with businesses moving towards many-to-many relationships.
• Channel conflict can arise within companies and between channel partners, but it can be managed through strategies like deal registration.
• In the industrial space, there is a need to align the interests of vendors, channel partners, and customers to create a successful channel partnership.
• Marketplaces can play a significant role in streamlining the buying process and enabling partners to offer best-in-class solutions.
• Having a strong business proposition and identifying an ideal partner profile are crucial for building successful channel partnerships. Identify the characteristics of successful partners to create an ideal partner profile (IPP)
• Use AI to analyze partner data and uncover the core characteristics that lead to success
• Partner relationship management (PRM) software includes modules for onboarding, training, content management, and partner marketing automation
• Continuous engagement with partners is crucial for success

Takeaway Quotes from Vaughn Mordecai

• "Businesses are moving towards many-to-many relationships that look like an actual ecosystem."
• "The consumer is in charge of what they're actually looking for. The partner becomes the one that has to deal with all of this stuff."
• "PRM software includes onboarding, training, content management, and partner marketing automation"

Check out Vaughn's website

LinkedIn: Vaughn Mordecai and Ed Marsh

Twitter: Vaughn Mordecai and Ed Marsh

Instagram: Vaughn Mordecai and Ed Marsh

YouTube: @Mindmatrixnet and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and Overview 02:31 The Emergence of Ecosystems in the Industrial Space 04:38 The Shift in Power and the Role of Partners 19:41 The Importance of Supporting Partners and Services 25:46 The Role of Marketplaces in the Buying Process 30:56 Aligning Interests and Overcoming Channel Conflict 39:53 Creating Successful Channel Partnerships 42:32 The Role of AI in Partner Analysis 48:02 The Importance of Continuous Engagement with Partners 58:13 The Potential of Using a CDP for Partner and Customer Data 01:06:12 The Impact of AI on Partnerships   Learn more about building an industrial sales and capital equipment channel ecosystem.   #IndustrialSalesChannel #IndirectSalesChannel #PartnerEcosystem #PRM #ChannelSales #SalesChannel #PartnerRelationshipManagement #PRMSoftware #Mindmatrix #IPP #IdealPartner #IdealPartnerProfile #IndustrialSales #IndustrialSalesChannel

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.
• 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."

Check out Alyssa's website

LinkedIn: Alyssa Gelbard and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @PointRoadGroup and @EdMarsh

Show Transcript 

Chapters

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

 

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

#LinkedIn #ExecutiveBranding #ExecutivePresence #PersonalBranding

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.
• Focus on practical resources such as podcasts, YouTube channels, and blogs for ongoing learning and professional development.
• Innovation and marketing are key drivers of business growth and profitability.

Takeaway Quotes from Douglas Burdett

• "Marketing is primarily about understanding your customers and how you run your company."
• "Help customers overcome the fear of making a decision and guide them through the buying journey."
• "The closest thing to [the secret sauce] is understanding your customer."
• "Most people would prefer to have a salesperson free experience."

Check out Douglas' website

LinkedIn: Douglas Burdett and Ed Marsh

Twitter: Douglas Burdett and Ed Marsh

Instagram: Ed Marsh

YouTube: @ARTILLERYLLC and @EdMarsh

Show Transcript 

Chapters

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

 

Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth

More on The JOLT Effect here

#MarketingBookPodcast #DouglasBurdett #ManufacturingMarketing #IndustrialMarketing #MarketingForManufacturers #SalesAndMarketingAlignment #BuyerPersona #AdeleRevella  @BuyerpersonaInstitute  #JoltEffect #IndustrialSales #PredictableRevenue