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

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

Adam Honig on Why CRM Adoption Rates are So Chronically Low Among Industrial Sales Teams - Industrial Growth Institute Podcast Episode # 25 with Ed Marsh

Summary

In this podcast episode, Ed Marsh and Adam Honig discuss the challenges and misconceptions surrounding CRM in the industrial manufacturing space. They explore the reasons why many sales reps dislike using CRM and the common pitfalls of CRM implementation. They also delve into:

• the importance of having a clear goal and strategy for CRM usage
• the need for CRM to be user-friendly and focused on helping salespeople sell more efficiently.

The conversation touches on topics such as:

• the integration of ERP data into CRM
• role of IT and sales ops in CRM management
• potential for community-building in the industrial space.

CRM software should adapt to the needs of users, rather than users having to adapt to the software. The goal is to support users in doing their jobs, rather than creating additional tasks for them.  @SpiroHQ  aims to provide a CRM solution that is built for manufacturers and distributors, with a data model that accommodates their specific needs. The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.

Takeaways

• Many sales reps in the industrial manufacturing space dislike using CRM due to the perception that it is primarily used for monitoring and tracking rather than helping them sell more efficiently.
• A clear goal and strategy for CRM usage is essential for success. Companies should define what they want to achieve with CRM, such as increasing cross-selling, expanding the footprint within existing accounts, or improving communication between inside and outside sales teams.
• CRM should be user-friendly and designed to support salespeople in their daily activities. It should automate tasks, provide relevant insights, and integrate with other systems, such as ERP, to streamline processes and provide a comprehensive view of customers.
• The management of CRM should involve both sales ops and IT. Sales ops should focus on the why and the goals, while IT can provide technical support and ensure data security.
• There is potential for community-building in the industrial space, but the platform used should align with the preferences and habits of the target audience, such as LinkedIn groups or industry-specific platforms.
• CRM should serve as a single work location for sales reps, integrating insights from marketing automation and providing a holistic view of customer interactions. CRM software should adapt to the needs of users, rather than users having to adapt to the software.
• Spiro.ai provides a CRM solution built for manufacturers and distributors, with a data model that accommodates their specific needs.
• The software uses AI to automatically collect and analyze data, providing visibility into customer interactions and order variations.
• The focus is on activity and high-quality conversations, rather than just forecasting.
• Spiro.ai offers full-service setup to ensure successful implementation.

Takeaway Quotes from Adam Honig

• "I really do hate CRM. It's like a passion for me."
• "CRM in so many organizations is really just something that's put on the sales team so that management can know who to fire and not fire."
• "If you're requiring the team to put data in, you're just going to get garbage out of it."
• "CRM software should just support users in doing their jobs."

Check out Adam's website

LinkedIn: Adam Honig and Ed Marsh

Twitter: Adam Honig Ed Marsh

Instagram: Ed Marsh

YouTube: @SpiroHQ  and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and Complexity Surrounding CRM in Industrial Sales 08:29 The Negative Perception and Challenges of CRM Implementation 14:31 Improving Communication and Driving Order Volume with CRM 20:38 Integrating ERP Data into CRM for Better Customer Knowledge 33:30 The Role of Sales Ops and IT in CRM Management 35:56 Key Functions and Features of CRM 36:44 Adapting CRM Software to User Needs 40:05 Spiro.ai: A CRM Solution for Manufacturers and Distributors 46:17 Automating Data Collection and Analysis with AI 48:02 Full-Service Setup for Successful Implementation

 

Check out this downloadable guide to building your sales tech stack

 

#CRM #CRMTool #CustomerRelationshipManagementSoftware #MicrosoftDynamicsCRM #HubSpotSales #HubSpotCRM #CRMImplementation #CRMSetup #CRMConsulting #ZOHOCRM #PipedriveVsHubSpot #SpiroCRM #AdamHonig #Podcast #BestCRMForManufacturingBusiness #CRMAdoption #BestCRM2024 #CRMTips #CRMForManufacturing #WhyCRMFails #CreateCustomObjectHubsSpot #CRMCustomerRelationshipManagement #industrialconstruction #MembraneCRM #SugarCRM #SalesforceCRM #CRMFailure

Rudy Scarito on Middle Market Industrial Mergers, Acquisitions and Access to Capital - Industrial Growth Institute Podcast Episode # 24 with Ed Marsh

Summary

Rudy Scarito, an investment banker with extensive experience in mergers and acquisitions, shares insights on the importance of considering acquisitions and exits as part of a business growth strategy.

She discusses the current market trends, including the silver tsunami of baby boomer business owners looking to sell, and the opportunities for growth through acquisitions.

Rudy emphasizes the need for business owners to proactively think about transactions and engage in strategic planning. She also highlights:

• the role of advisory boards, lawyers, and accountants in guiding companies through the transaction process
• the process of buying and selling businesses
• role of investment bankers, and the importance of preparing for a transaction
• need for business owners to have a clear understanding of their goals and to seek the assistance of professionals who specialize in mergers and acquisitions.

Scarito also highlights the importance of vetting investment bankers and selecting the right fit for a company. She discusses the benefits of having a well-structured board of directors and the value that independent directors can bring to a company. Rudy concludes by discussing the current state of private equity and the potential impact of economic and political instability on transactions.

Takeaways

• Acquisitions and exits should be considered as part of a business growth strategy.
• The lower end of the middle market is currently active, with many baby boomer business owners looking to sell.
• Business owners often need a catalyst, such as a medical issue or a desire for a different lifestyle, to prompt them to consider selling.
• Companies should proactively think about transactions and engage in strategic planning, including identifying potential acquisition opportunities and evaluating financing options.
• Business owners should have a clear understanding of their goals when considering buying or selling a business.
• Seek the assistance of professionals who specialize in mergers and acquisitions to navigate the complex process.
• Vet investment bankers and select the right fit for your company by asking questions and seeking recommendations from trusted sources.
• A well-structured board of directors with independent directors can provide valuable insights and guidance.
• Private equity is a viable buyer for middle market industrials and is likely to remain so for the foreseeable future.
• Consider the potential impact of economic and political instability on transactions and plan accordingly.

Takeaway Quotes from Rudy Scarito

• "It's fraught with peril. I would say unless it's a very simple deal, most business owners should seek the assistance of a professional who focuses and specializes in this."
• "I believe that strategy should consider two kinds of transactions routinely."

Check out Rudy's website and a list of her industrial transactions

LinkedIn: Rudy Scarito and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and the Importance of Acquisitions and Exits 05:19 The Active Lower End of the Middle Market 11:43 The Ease of M&A Transactions Compared to Capital Transactions 16:45 The Importance of Cash at Closing 20:20 The Role of Investment Bankers in M&A 25:35 Integration and the Involvement of Sellers After the Deal 32:57 The Challenges of Business Owners and the Role of Advisory Boards 39:11 Access to Capital and the Role of Investment Bankers 40:37 The Process of Buying and Selling Businesses 41:29 Seeking Professional Assistance in Mergers and Acquisitions 42:14 Vetting Investment Bankers: Finding the Right Fit 44:12 The Value of a Well-Structured Board of Directors 48:52 Private Equity in the Middle Market 54:27 The Impact of Economic and Political Instability on Transactions

 

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

 #MiddleMarket #IndustrialMergersAndAcquisitions #MandA #MergersAndAcquisitions #InvestmentBanker #SellingYourCompany #InvestmentBanking #CommercialBanking #InorganicGrowth #OrganicGrowth #ManufacturingBusinessValuation #PreparingaCompanyForSale #BusinessBrokers #BusinessExit #GrowthStrategy #GrowthStrategyRoadmap #ACG #M&A #IndependentDirectors #BoardStrategy

Jim Blasingame on the Age of Customer Relevance - Industrial Growth Institute Podcast Episode # 23 with Ed Marsh

Summary

Jim Blasingame, a consultant, strategist and futurist, chats with host Ed Marsh about the importance of capitalism and the concept of abundance. He emphasizes the need for businesses to adapt to the digital age and prioritize relevance in order to succeed.

Blasingame also highlights the significance of storytelling in connecting with customers and building relationships and shares insights from his book, 'The Age of the Customer,' which focuses on the impact of digital transformation and the customer's control over interactions.

Additionally, he discusses:

• the importance of helping customers and their customers
• challenges faced by industries slow to embrace change
• impact of the 2008 GFC (great financial crisis) on business decision-making
• importance of veterans in the workforce
• value of building customer communities
• need for leadership and ownership transitions in businesses
• the power of analog human connections in a digital age.

Takeaways

• Capitalism is the only ideology that continues to work and provide abundance.
• Businesses must adapt to the digital age and prioritize relevance to succeed.
• Storytelling is a powerful tool for connecting with customers and building relationships.
• Helping customers and their customers is crucial for long-term success.
• Industries that are slow to embrace change may struggle to stay relevant. The 2008 financial crisis had a significant impact on decision-making in businesses, leading to a shift in authority and decision-making power.
• Veterans bring valuable skills and attributes to businesses, including organization, discipline, and decision-making abilities.
• Building customer communities and demonstrating values are essential for businesses to attract and retain customers in the digital age.
• Leadership transitions and ownership transitions are critical for the growth and success of middle-market companies.
• Analog human connections and high touch interactions are still essential in a digital world.
• Businesses should focus on loving and nurturing their customers to build long-term relationships and loyalty.

Takeaway Quotes from Jim Blasingame

• "Capitalism is ugly and complicated and unfair and brutal. It can be lots of things that are not so sweet, but still the only one that works."
• "The best way to describe capitalism is abundance."
• "Help your customers help their customers. If you want to have loyal customers, you can't just be transactional."
• "After 2008, that person who'd maybe been with the company 20 or 30 years was no longer there. They were replaced by a younger person who was given no budget, no authority."
• "I used to call on the president of that company, the CEO of that company. And I'd go in there and I'd say, hey, George, I got this idea here. And George would say, how much? About $8 million. And George would reach over and push the button and say, send bill in here or Mary in here and Mary would come in a VP a senior VP and George would say here Jim wants to do this make it happen."

Check out Jim's website 

LinkedIn: Jim Blasingame and Ed Marsh

Twitter: Jim Blasingame and Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and Jim Blasingame's Background 02:11 The Power of Capitalism and Abundance 06:37 Adapting to the Digital Age and Prioritizing Relevance 10:19 The Role of Storytelling in Connecting with Customers 14:17 Helping Customers and Their Customers 43:13 The Impact of the 2008 Financial Crisis 46:32 The Challenge of Decision-Making in the Digital Age 51:31 The Importance of Being a Generalist 53:46 The Value of Veterans in the Workforce 59:15 Building Customer Communities in the Digital Age 01:02:34 Leadership and Ownership Transitions in Businesses 01:09:23 The Struggle for Proficiency in Hobbies 01:10:44 Preparing for the Silver Tsunami 01:14:51 The Power of Inorganic Growth 01:17:10 Creating Content and Overcoming Perfectionism 01:21:20 Analog Human Connections in a Digital Age 01:23:32 Loving and Nurturing Customers for Long-Term Success

 

#Podcast #Leadership #Relevance #DecisionMaking #Community #Veterans #SilverTsunami #Digital #HumanConnection #Storytelling #Capitalism #AgeOfTheCustomer #B2BStorytelling

Dan Ott on Generational Conflicts in Industrial Marketing and Sales - Industrial Growth Institute Podcast Episode # 22 with Ed Marsh

Summary

In this episode Ed Marsh interviews Dan Ott, the Creative Content Manager for the National Tooling and Machining Association (NTMA). They discuss the challenges faced by middle-market industrial manufacturing companies, particularly in the machine shop industry, and the need for a shift in mindset and marketing strategies.

They also explore the importance of building relationships and trust with customers, the role of content in industrial marketing, and bridging the generational gap in the industry. They cover various topics related to marketing in the manufacturing industry and touch on the role of marketing in attracting production talent.

Other topics include:

• importance of showcasing clean and organized manufacturing facilities to attract talent and change misconceptions about the industry
• generational differences in marketing and sales activities, emphasizing the need for humility and open-mindedness on both sides
• role of marketing in building and maintaining relationships with customers
• importance of creating success content
• value of trade associations like NTMA and the need for active engagement to fully benefit from membership.

The conversation concludes with a discussion on the role of AI in marketing and the importance of flexibility and adaptability in the industry.

Takeaways

• Middle market industrial manufacturing companies, especially in the machine shop industry, face challenges in adapting to changing market dynamics and technology.
• Traditional marketing strategies in the industry, such as emphasizing years of experience and facility size, are no longer effective.
• Building relationships and trust with customers is crucial in industrial marketing, and content plays a key role in facilitating conversations and establishing credibility.
• There is a need to bridge the generational gap in the industry, with older generations being more resistant to technological changes and younger generations needing to develop in-person relationship-building skills.
• Content in industrial marketing goes beyond written material and includes various forms of communication, such as videos, online courses, and knowledge bases.
• The machine shop industry can be made more appealing and enticing through creative content that showcases the capabilities and intricacies of machining processes. Clean and organized manufacturing facilities can help attract talent and change misconceptions about the industry.
• Humility and open-mindedness are essential for successful marketing and sales activities, especially when bridging generational differences.
• Trade associations like NTMA offer valuable networking, learning, and advocacy opportunities for manufacturers.
• Flexibility and adaptability are key in the manufacturing industry, both in terms of work arrangements and marketing strategies.

Takeaway Quote from Dan Ott

• "I honestly think that the two biggest things that get in the way, even the biggest thing is just pride because they've done things for so long and it's worked for so long that the idea that someone would come in and tell them how to do what they've done for 20 to 30 years is just completely out of left field."

Check out Dan's website 

LinkedIn: Dan Ott and Ed Marsh

Twitter: Ed Marsh

Instagram: Dan Ott and Ed Marsh

YouTube: @NTMANow and @EdMarsh

Show Transcript 

Chapters

00:00 Challenges and Mindset Shifts in Middle Market Industrial Manufacturing 14:38 Building Relationships and Trust in Industrial Marketing 21:33 The Role of Content in Industrial Marketing 25:22 Bridging the Generational Gap in the Machine Shop Industry 36:39 Expanding the Definition of Content in Industrial Marketing 43:32 Making the Machine Shop Industry Appealing and Enticing 46:23 Bridging Generational Differences 48:53 Overcoming Pride and Embracing Humility 52:43 The Importance of Listening and Learning 54:48 Creating Success Content for Customer Retention 56:39 The Value of Trade Associations 01:02:31 Flexibility and Adaptability in Work and Marketing 01:10:32 AI in Marketing: A Tool, Not a Replacement 01:18:17 Preparing for In-Person Events 01:25:05 Final Thoughts on Industrial Marketing

#IndustrialMarketingAndSales #IndustrialSalesAndMarketing #AI #IndustrialSales #IndustrialMarketing #ManufacturingMarketing #NTMA #IMTS #Pride #IntergenerationalConflict #MachineShops #Trust #Humility #Content #ContentMarketing #DemandGeneration #LeadGeneration

Cece Kintner on RevOps and Marketing and Sales Operations for Industrial Manufacturers - Industrial Growth Institute Podcast Episode # 21 with Ed Marsh

Summary

Cece Kintner, Director of Marketing and Sales Operations at TekStream Solutions, shares her insights on industrial marketing and sales, trade shows and events, and the evolution of buyer behaviors.

Cece emphasizes the importance of understanding the changing role of buyers, the need for sales and marketing alignment, and the value of sales enablement. She also discusses:

• the impact of technology on marketing and sales
• importance of understanding buyer personas
• role of CRM in the sales process
• challenges and strategies of aligning marketing and sales in the industrial sector
• need for sales reps to trust and utilize the tools and resources provided by marketing.

Cece also explores the impact of the internet on channel sales and the role of social media in the industrial industry, and the value of user groups and communities in building relationships and sharing experiences.

The conversation concludes with Cece sharing insights on the role of AI in marketing and sales, the importance of experimentation and testing, and the need for continuous learning and adaptation in the ever-changing digital landscape.

Takeaways

• Buyers now do extensive research before engaging with a company
• Salespeople play a crucial role in building relationships with buyers and partners, and their success depends on having the right tools and support from marketing.
• B2B buyers have higher expectations for refined experiences, similar to B2C experiences, so companies need to adapt and provide personalized and valuable interactions.
• Marketing and sales operations (revenue operations (RevOps)), are essential for aligning marketing and sales teams and providing the tools and processes needed for success.
• Understanding buyer personas and tailoring messages to different stakeholders within a buying team is crucial
• Events and trade shows are still important
• CRM use is not optional
• Sales reps should trust and utilize the tools and resources provided by marketing to enhance their selling process.
• The internet has transformed channel sales
• User groups and communities play a vital role in building relationships
• AI can be a valuable tool for generating ideas and refining marketing strategies, but human creativity and judgment are still essential.
• Experimentation, testing, and continuous learning are key to staying ahead in the digital landscape of marketing and sales.

Takeaway Quotes from Cece Kintner

• "Buyers don't come to me or to my team to ask all of their questions any longer. Before we even know who they are or that they have interest in our product, they have done research."
• "Salespeople are relationship builders to start. Number one, they have a duty to build a relationship with their buyers and with their partner sales managers."

Check out Cece's website 

LinkedIn: Cece Kintner and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Guide to Building an Effective Sales Tech Stack

Sales Operations for Industrial Manufacturers

Marketing and Sales Operations

Chapters

00:00 Introduction and Background of Cece Kittner 04:40 Understanding the Evolution of Buyer Behaviors in Industrial Marketing 07:05 The Importance of Sales and Marketing Alignment in Industrial Sales 20:49 The Value of Understanding Buyer Personas in Industrial Marketing 25:39 The Role of CRM in the Sales Process 47:10 The Impact of the Internet on Channel Sales 49:40 The Importance of Social Media in the Industrial Industry 52:41 The Value of User Groups and Communities 56:06 The Role of AI in Marketing and Sales 01:04:46 Effective Prospecting Strategies 01:06:43 Partnerships in the Industrial Sector 01:10:06 Experimentation and Continuous Learning in the Digital Landscape 01:15:00 Bridging the Gap Between Sales and Marketing 01:19:26 The Risk of Speeding Past Opportunities

#B2BSales #SalesOps #SalesOperations #RevOps #RevenueOperations #MarketingOps #MarketingOperations #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #Podcast #ComplexSales #SalesAndMarketingAlignment #RevenueGrowth #ManufacturingRevenueGrowth #CRM #MarketingAutomation #SalesEnablement #SalesTechStack #ChannelSales #SalesChannel #IndirectSalesChannel #BuyerPersona

Jon Russo on Account-Based Marketing and Go To Market Strategies - Industrial Growth Institute Podcast Episode # 20 with Ed Marsh

Summary

In this episode, Ed Marsh interviews Jon Russo, a three-time global CMO and the founder of B2B Fusion. They discuss account based marketing (ABM) and its evolution into account-based go-to-market strategies. They also touch on the importance of executive commitment, sales enablement, and the integration of marketing and sales.

Jon emphasizes the need for data-driven decision-making and the common mistakes made in strategy and tactics as well as:

• having a clear ideal customer profile (ICP) when developing an account-based go-to-market strategy
• need for a long-term approach, the right technology to support and track the strategy
• importance of training sales teams to focus on the ICP
• value of marketing and sales collaboration
• need to add value to prospects by addressing their specific business needs.

Their conversation concludes by exploring the challenges and opportunities of AI in the go-to-market space, the importance of community and events, and the need for great content in marketing efforts.

Takeaways

• Account-based marketing (ABM) has evolved into account-based go-to-market strategies, integrating marketing and sales.
• Executive commitment is crucial for the success of ABM and other go-to-market strategies.
• Sales enablement is important in helping sales teams execute marketing strategies effectively.
• Industrial manufacturers can benefit from applying the same rigor and data-driven approach to marketing and sales as they do to manufacturing and operations.
• Optimizing the funnel and executing tactics require a focus on sales and marketing productivity and the ownership of data. Having a clear ideal customer profile (ICP) is crucial for developing an effective account-based go-to-market strategy.
• A long-term approach is necessary for success in account-based go-to-market, with a focus on building relationships and adding value to prospects.
• Technology plays a key role in supporting and tracking the account-based go-to-market strategy.
• Marketing and sales teams must collaborate closely and align their efforts to effectively target and engage the ideal customer profile.
• Great content is essential for attracting and engaging prospects, and events can be a valuable tool for building relationships and sharing insights.
• AI has the potential to transform go-to-market strategies, but accuracy and data quality are important considerations.
• Community engagement and continuous learning are important for staying up-to-date with industry trends and best practices.

Takeaway Quotes from Jon Russo

• "Account-based go-to-market is target account sales with marketing mixed in."
• "ABM has evolved into a go-to-market motion and is less about account-based as a function."
• "You don't know what your white space is. Who do I target? How do I target? Your sellers are kind of going through the morass of their systems trying to piece all this information together and they're losing valuable time."

Check out Jon's website 

LinkedIn: Jon Russo and Ed Marsh

Twitter: Jon Russo and Ed Marsh

Instagram: Ed Marsh

YouTube: @B2BFusion and @EdMarsh

Show Transcript 

Learn more about ABX and Account Based Marketing for Industrial Manufacturers

Chapters

00:00 Introduction and Background 06:02 The Evolution of Account-Based Marketing 13:36 Account-Based Go-to-Market Strategies 28:07 Starting a Business and Frustration with Data 42:17 Common Mistakes in Strategy and Tactics 45:10 The Challenges of Upselling and Targeting 47:00 Nashville's Focus on Technology, Healthcare, and Manufacturing 52:49 Identifying the Ideal Customer Profile (ICP) 56:13 The Importance of a Long-Term Approach 58:23 Starting Small and Building Momentum 01:00:37 The Opportunities and Challenges of AI 01:08:12 Embracing Change and Taking Risks 01:10:49 The Importance of Great Content 01:14:03 The Power of LinkedIn and Continuous Learning

#ABM #ABX #AccountBasedMarketing #AccountBasedSales #SalesEnablement #B2BSales #EnterpriseSales #IndustrialSales #IndustrialMarketing #EventMarketing #Community #ContentMarketing #AccountBasedGoToMarket #GTM #TargetAccountSales #ManufacturingMarketing #Podcast #salesAndMarketing #SalesAndMarketingAlignment #RevenueGrowth #RevenueGrowthStrategy

Ben Tagoe on the Power of Data and Analytics to Improve B2B Sales Performance - Industrial Growth Institute Podcast Episode #19 with Ed Marsh

Summary

Ben Tagoe is the CEO of Objective Management Group (OMG), a company that provides talent assessments for sales teams. He and Ed discuss the importance of data in sales and how OMG uses data to help companies hire and develop top-performing salespeople.

Ben explores:

• the unique value proposition of OMG
• comparing sales specific skill assessments vs. personality and behavioral testing tools
• a decline in sales training investment
• how OMG's assessments provide accurate data for hiring decisions

They also discuss the role of an assessment in a sales hiring process and other sales related topics including:

• the importance of continuous learning and personal development
• productivity, hiring, and the future of sales
• the challenges of hiring and retaining salespeople, particularly in the context of changing demographics and job market trends
• the importance of measuring the cost of sales hiring mistakes
• the need for quick decision-making in managing sales teams
• potential of AI in sales and the importance of personalization in sales outreach

The conversation concludes with Ben reiterating the power of data in making management decisions and the importance of storytelling in presenting data effectively.

Takeaways

• Data is crucial in sales and can be used to improve hiring and develop top-performing salespeople.
• Objective Management Group (OMG) provides talent assessments for sales teams, helping companies identify and train their salespeople.
• Ben Tagoe's background in finance and data modeling has shaped his understanding of the power of data in making better business decisions.
• Let's Get Ready is a nonprofit organization that provides college counseling and SAT tutoring to students from under-resourced backgrounds.
• OMG's unique value proposition lies in their ability to provide sales-specific talent assessments and their extensive data on sales competencies and performance.
• OMG aims to scale and work with thousands of companies in the future, leveraging their data-driven approach to improve sales effectiveness. OMG's tools are skills assessments that measure specific sales skills correlated to success.
• Personality tests are not effective in evaluating sales skills. - Many sales training programs only treat symptoms rather than addressing the root cause of underperformance.
• OMG's assessments provide accurate data for hiring decisions, but should be used in conjunction with other hiring processes.
• Onboarding and coaching are crucial for success in sales.
• The channel distribution model allows OMG to scale expertise and provide value to partners.
• The changing demographics and job market trends necessitate a reevaluation of hiring and retention strategies.
• Measuring the cost of sales hiring mistakes is crucial for understanding the impact on the business.
• Data is essential in making management decisions, but it must be presented in a compelling and coherent story.

Takeaway Quote from Ben Tagoe

"Investment in sales training was not keeping pace with trends in sales hiring."

 

Check out Ben's website 

Support Let's Get Ready - Website and YouTube 

LinkedIn: Ben Tagoe and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @ObjectiveManagementGroup and @EdMarsh

Show Transcript 

Chapters

00:00 The Role of Data in Sales and Revenue Growth 04:01 From Finance to Data Modeling: Ben Tagoe's Background 06:24 Let's Get Ready: Empowering Students from Under-Resourced Backgrounds 14:18 OMG's Unique Value Proposition: Sales-Specific Talent Assessments 29:53 OMG's Tools vs. Other Assessment Options 34:02 The Decline in Sales Training Investment 36:58 Using OMG's Assessments for Sales Hiring Decisions 43:31 Taking the Gut Feeling Out of Hiring Decisions 47:39 Realizing the Full Potential of Individual Contributors 49:27 The Benefits of the Channel Distribution Model 51:18 Continuous Learning and Managing Personal Energy as a CEO 01:03:14 Adapting to Changing Demographics and Job Market Trends in Sales Hiring 01:06:45 Measuring the Cost of Sales Hiring Mistakes 01:14:45 The Potential and Challenges of AI in Sales 01:17:24 Data-Driven Decision Making: The Power of Data and Storytelling in Sales

#SalesHiring #SalesRecruiting #B2BSales #ComplexSales #SalesImprovement #SalesCoaching #SalesTraining #SalesTransformation #SalesEffectiveness #SalesEfficiency #SalesCandidateAssessment #SalesTesting #OMG #DataScience #Statistics #PrivateEquity #RevenueGrowth #ObjectiveManagementGroup

Franz Shrepf Lays out the Power of Partnership Ecosystems and the Nearbound Movement - Industrial Growth Institute Podcast Episode #18 with Ed Marsh

Summary

In this episode, Ed Marsh interviews Franz Schrepf, a director of strategic partnerships at StreamYard and a renowned expert on partnerships. They discuss the importance of partnerships in tech revenue growth and how it applies to various industries.

Franz shares his journey from being a Bavarian banker to working in the tech industry in Northern California, and the conversation covers various topics including:

• the power of face-to-face interactions
• personal branding in partnerships
• the importance of partnerships and how they can create a competitive advantage for companies
• the concept of an ideal partner profile and the different types of partnerships that exist.

Franz emphasizes the need for partnerships to be mutually beneficial and aligned with the goals of both companies involved. He suggests that by partnering with market leaders and integrating their products, companies can attract more customers and gain a competitive advantage.

They also discuss:

• Nearbound aims to redefine partnerships as a go-to-market strategy for all departments within a company
• Indirect sales channels, such as value-added resellers, are examples of partnerships that are still relevant
• Sales enablement content plays a critical role in supporting partnerships and sharing the better together story
• Organizational structure for partnerships depends on the type of partnerships a company focuses on, with teams often sitting in marketing, sales, or product departments

Franz closes with the thought that the biggest risk for businesses in the next five years is staying top of mind for customers. However, partnerships present a significant opportunity for companies to leverage existing trust and customer bases to succeed in a rapidly changing landscape.

Takeaways

• Partnerships are a strong trend and a key driver of revenue growth in the tech industry.
• Partnerships leverage trust and recommendations to acquire new customers and access new audiences.
• Partnerships can create a competitive advantage for companies by leveraging shared customers and social capital.
• An ideal partner profile should focus on companies that have a customer overlap and can help achieve mutual goals.
• Different types of partnerships exist, such as marketing partnerships, technology partnerships, and service partnerships.
• The Nearbound movement redefines partnerships as a go-to-market strategy for all departments
• Indirect sales channels, like value-added resellers, are still relevant
• Sales enablement content is crucial for supporting partnerships and sharing the better together story
• The organizational structure for partnerships depends on the type of partnerships a company focuses on
• Staying top of mind for customers is a significant challenge in an era of AI and automation
• Partnerships present a significant opportunity for companies to leverage existing trust and customer bases

Takeaway Quotes from Franz Schrepf

"If you partner with the market leader, all the competitors will want to partner with you as well." "There is a special magic to being in person." "Good marketing means being at the right time at the right place."

 

Check out Franz' website 

Franz' TEDx talk

LinkedIn: Franz Schrepf and Ed Marsh

Twitter: Franz Schrepf and Ed Marsh

Instagram: Ed Marsh

YouTube: @ThePartnerShip and @EdMarsh

Show Transcript 

Chapters

00:00 The Power of Partnerships in Tech Revenue Growth 09:14 The Magic of Face-to-Face Interactions 25:21 Leveraging Trust and Recommendations in Partnerships 31:12 Creating a Competitive Advantage through Partnerships 43:07 The Importance of Partnerships 45:46 Defining a Partnership and Competitive Advantage 47:25 Uncovering Partnership Opportunities 51:20 Exclusivity and Mutually Beneficial Partnerships 53:24 The Power of Partnerships 57:39 The Nearbound Movement 01:00:44 Partnerships as a Testing Ground 01:01:40 The Role of Sales Enablement Content 01:05:20 Structuring Partnerships 01:19:15 Partnerships in a Changing Landscape 01:21:28 The Opportunity of Partnerships

#PartnershipEcosystems #Partnerships #RevenueGrowth #FaceToFace #PersonalBranding #BookOnPartnerships #PersonalKnowledgeManagement #CompetitiveAdvantage #IdealPartnerProfile #GoToMarketStrategy #Exclusivity #Distribution #ChannelSales #Nearbound #IndirectSalesChannel #ValueAddedResellers #SalesEnablement #SalesEnablementContent #B2BSales #B2BMarketing

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

Brisa Renteria on Recruiting, Hiring, Onboarding and Retaining Top Sales Talent - Industrial Growth Institute Podcast Episode # 17 with Ed Marsh

Summary

In this episode, Ed Marsh interviews Brisa Renteria, a sales expert and CEO of Improved Growth, about the challenges of hiring and training sales teams. The discussion covers a variety of topics including:

• the high cost of sales hiring mistakes
• importance of behavior in sales success
• need for sales managers to provide proper training and accountability
• the misconception of sales being pushy
• the value of phone calls in today's digital age

Brisa touches on the challenges of scaling up a business and the importance of hiring the right people, and how training salespeople compares to raising children, and how her commitment to donating a portion of her revenue to a nonprofit focused on children's cancer originated from her personal experience with cancer.

The conversation then shifts to the common mistakes companies make in sales hiring and the importance of having a strong hiring process. Brisa emphasizes:

• the significance of onboarding, training, and coaching in retaining top sales talent - the value of using assessments to inform the hiring and development process
• the importance of attracting and hiring the right salespeople
• the need for companies to be clear about the responsibilities and requirements of the role, as well as the skills and qualities needed for success
• the value of creating job postings that describe the ideal person rather than just listing duties and responsibilities
• the personal approach that female leaders often bring

Takeaways

• Sales hiring mistakes can be costly, with expenses exceeding two to three times the salesperson's salary.
• Behavior is a crucial factor in sales success, and accountability is key
• Sales managers play a vital role in training and holding salespeople accountable.
• Phone calls are still an effective sales tool, as many salespeople have abandoned this method.
• Training salespeople can be more challenging than raising children, as many salespeople are not coachable and resistant to change.
• Common hiring mistakes include hiring based on personality, hiring from the same industry, and lacking a structured hiring process.
• Sales onboarding (vs. orientation), training, and coaching are crucial for retaining top sales talent and setting them up for success.
• Assessments provide valuable data to inform the hiring and development process, helping identify strengths and areas for improvement.
• Job postings should focus on describing the ideal person rather than just listing duties and responsibilities.
• Female leaders often bring a personal and caring approach to leadership.
• Companies should embrace AI as an opportunity and explore how it can enhance their sales hiring process.

Takeaway Quotes from Brisa Renteria

"No matter how perfect your strategy or how brilliant your marketing or how genuine your focus on the customer, if your sales team can't execute, the rest of it's wasted." "If I had to choose one, I would say behavior is the most important in sales success." "We want to help the salesperson through the sales leader." "You have to understand what would it take for someone to be successful in your business."

 

Check out Brisa's website 

LinkedIn: Brisa Renteria and Ed Marsh

Twitter: Ed Marsh

Instagram: Brisa Renteria/Improve Growth and Ed Marsh

YouTube: @ImproveGrowth and @EdMarsh

Show Transcript 

Chapters

00:00 Introduction and the Crisis in Sales Execution 02:33 The High Cost of Sales Hiring Mistakes 16:30 The Importance of Behavior in Sales Success 23:34 The Role of Sales Managers in Training and Accountability 28:04 The Journey of an Entrepreneur 33:56 Challenges of Training Salespeople 38:03 Common Hiring Mistakes 46:23 Importance of Onboarding, Training, and Coaching 49:49 Using Assessments in Hiring and Development 56:09 Helping Salespeople through Sales Leaders 59:08 Understanding Success in Your Business 01:03:00 The Impact of AI in Sales Hiring 01:09:19 Balancing Business and Personal Life 01:15:49 The Five Interview Questions Companies Miss 01:22:30 Improving Sales Hiring to Change Your Business

#SalesHiring #SalesRecruiting #SalesManagement #SalesOnboarding #RetainingTopSalesTalent #RetainingSalesReps #SalesTalentManagement #SalesHiringProcess #CandidateAssessment #SalesCandidateAssessment #OMG #ObjectiveManagementGroup #BrisaRenteria #SalesInterviewingTips #HowToHireTopSalesTalent #Entrepreneurship #Accountability #SalesHiringMistakes #B2BSales

Dustin Levy on Channel Sales, Risk Aversion and Marketing & Sales Alignment - Industrial Growth Institute Podcast Episode # 16 with Ed Marsh

Summary

Dustin Levy, Vice President of the Industrial Safety Business Group at Gentex Corporation, chats with host Ed Marsh about a wide range of industrial marketing and sales topics including:

• comfort, learning, and panic zones
• the importance of leaders and mentors in helping individuals navigate the learning zone without entering the panic zone and the significance of having a growth mindset
• importance of self-awareness and self-correction in one's career
• transition from product management to sales management
• the value of understanding channel partners' businesses

They discuss three types of salespeople: technical, account managers, and sales managers and explore the channel sales question of exclusive or non-exclusive representation agreements and the imperative of sales and marketing alignment.

Other topics include:

• the Jolt Effect, buyer risk aversion
• use of AI in sales
• challenges and opportunities facing businesses in the industry
• Dustin's implementation of a new program based on the Jolt Effect
• the importance of effective sales and marketing strategies for industrial manufacturers.

Takeaways

• The comfort zone is where we feel safe and familiar, while the learning zone is just outside of it, where we stretch and grow. The panic zone is beyond the learning zone, where we feel overwhelmed and retreat back to our comfort zone.
• Having a growth mindset and continuously expanding our comfort zones is essential to adapt to the accelerating rate of change.
• Dustin's career trajectory, combining science, marketing, and sales, is a result of his natural curiosity and empathy for blue-collar workers.
• The transition from product management to sales management requires understanding the end user and channel partners' businesses.
• Successful channel sales require finding the right partners who bring unique value to end users and managing a limited distribution model.
• There are three types of salespeople: technical salespeople, account managers, and sales managers, each with their own strengths and challenges.
• Balancing marketing and sales is essential in today's complex buying journey, where customers expect seamless interactions and expertise.
• Understanding and addressing buyer risk aversion is crucial in the industrial manufacturing industry.
• AI can be used to support sales channels, but face-to-face interactions and understanding the customer's work environment remain important.

Takeaway Quotes from Dustin Levy

"A fixed mindset is not a safe place. A growth mindset is where you're proactively controlling your own outcomes and future." "I think it probably is something that if you haven't figured it out and learned that lesson on the first half of your career, highly unlikely that your second half is gonna show major behavioral differences." "We really feel the pain of a loss substantially more than the boost from a win."

 

Check out Dustin's website and watch his TEDx talk on YouTube

LinkedIn: Dustin Levy and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 Introduction to Dustin Levy and his expertise 03:15 The Comfort, Learning, and Panic Zones 14:35 Dustin Levy's Career Trajectory 29:42 The Importance of Followers and Servant Leadership 35:06 The Value of Diverse Experiences in Career Development 37:43 Transitioning from Product Management to Sales Management 43:26 Managing Channel Partners and Exclusive vs. Non-Exclusive Representation Agreements 51:53 The Three Types of Salespeople: Technical, Account Managers, and Sales Managers 59:41 Navigating the Intersection of Marketing and Sales 01:05:57 Re-Centering Through Exercise and Personal Well-Being 01:08:14 Addressing Buyer Risk Aversion 01:12:32 The Jolt Effect and Offering Recommendations 01:14:25 Taking Risk Off the Table 01:19:25 Dealing with Indecision in Sales 01:22:54 Professional Growth Resources 01:31:00 The Future of AI in Sales 01:34:19 Challenges and Opportunities in Industrial Manufacturing 01:36:38 Final Thoughts and Advice

#GrowthMindset #FixedMindset #ChannelSales #IndirectSalesChannel #SalesManager #MarketingAndSalesAlignment #RiskAversion #ComplexSales #ManufacturingMarketing #IndustrialMarketing #ScientistsAsSalespeople #IndustrialSales #ProductMarketing #AccountManagement #NewLogoSales #ProductDesign #ProductRoadmap #SalesManagement #CustomerFocus #Leadership #ServantLeadership #Manufacturing

Lisa Thompson Unveils Secrets of Strategic Pricing - Industrial Growth Institute Podcast Episode # 15 with Ed Marsh

Summary

In this conversation, Ed Marsh interviews Lisa Spadafora Thompson, a globally known expert in pricing and portfolio growth for B2B companies.

They discuss strategic pricing, product management, and the challenges faced by industrial manufacturing companies.

Lisa shares insights on:

• the role of pricing in marketing
• the history of strategic pricing
• the importance of understanding customer value
• the impact of pricing on profitability
• the role of product managers
• challenges of discounting strategies
• the impact of pricing on company growth and sustainability.

The conversation delves into the intricacies of strategic pricing, exploring the multifaceted nature of pricing models and their impact on business success.

Lisa shares insights on customer-driven pricing, cost considerations, competitive advantage, and the broader macroeconomic environment. She also discusses the intersection of board governance and management, as well as her involvement in nonprofit work and her outlook on the future of business.

Takeaways

• Strategic pricing is a profit-driven approach to pricing that focuses on maximizing the value captured in the form of price.
• Product managers play a crucial role in understanding the intersection of customer needs and company goals to drive profitability and growth.
• Lack of understanding customer value, over-engineering products, and absence of a discounting strategy are common causes of lack of profitability.
• Small businesses often have a better understanding of customer value and profitability due to the simplicity of their organizational structure.
• Pricing is a strategic function that requires alignment with corporate strategy and a deep understanding of customer needs and market dynamics. Strategic pricing encompasses customer-driven pricing, cost considerations, competitive advantage, and the broader macroeconomic environment, requiring a holistic approach to pricing models.
• The intersection of board governance and management plays a crucial role in overcoming counterproductive organizational silos and driving impactful governance for business success.
• Involvement in nonprofit work and fostering education, especially for youth and marginalized communities, is a meaningful and impactful endeavor for creating positive change in society.
• The future of business holds the promise of redefining capitalism to focus on creating wealth, jobs, and community well-being, presenting an exciting opportunity for businesses to contribute to positive societal impact.

Takeaway Quotes from Lisa Spadafora Thompson

"When you're doing it strategically, this is pricing." "When you're sitting in front of the customer, that is the moment of truth. And everything you've done in the business, not just marketing, everything you've done as it relates to the products you've developed, the costs that you incur to bring them to market, the way you've priced, everything comes to roost when you are sitting in front of that customer."

 

Check out Lisa's website

LinkedIn: Lisa Thompson and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: @EdMarsh

Show Transcript 

Chapters

00:00 The Art of Strategic Pricing: Maximizing Value and Profitability 17:40 Challenges and Solutions in Industrial Manufacturing Pricing 44:29 Unraveling the Complexity of Strategic Pricing 53:26 Navigating the Intersection of Board Governance and Management 01:08:09 Empowering Youth and Fostering Education 01:19:47 Redefining Capitalism: The Future of Business

#pricing #StrategicPricing #ProductManagement #Strategy #ProductPricing #B2BPricing #SturbridgeGrowthPartners #LisaThompson #ThomasNagel #IndustrialMarketing #PricingBundling #IndustrialStrategy #IndependentDirectors #BoardOfDirectors #PsychologicalPricingInMarketing #PsychologicalPricingStrategy #ValueBasedPricing #CostBasedPricing #MarketPricing #ValueBasedPricingStrategy #CostBasedPricing #CostBasedPricingVsValueBasedPricing #DiscountingStrategies #ValuePricing #PricingModels #CompetitiveAdvantage #EdMarsh #IndustrialGrowthInstitute #pricingstrategy

John Panaccione on Decisions and Veterans in Business - Industrial Growth Institute Podcast Episode # 14 with Ed Marsh

Summary

In this episode, Ed Marsh interviews John Panaccione about the importance of inorganic growth and the role of inorganic growth options in revenue growth.

They discuss John's background, his experience in small business finance and transactions, and his work in helping veterans succeed in entrepreneurship.

They also:

• explore the topics of learning management systems (LMS)
• content marketing, and the evolution of inbound marketing
• the intersection of SaaS and industrial manufacturing
• value of partner ecosystems
• use of courses in various industries
• silver tsunami, which refers to the retirement of baby boomers and the opportunities it presents for younger entrepreneurs.

In this conversation, John Panaccione discusses the different paths to business ownership, including starting a business from scratch, franchising, and buying an existing business. He also talks about the rise of entrepreneurship through acquisition and the opportunities it presents. John shares insights on raising capital for small businesses, the importance of solid financial information, and the process of mergers and acquisitions.

He emphasizes the value of veterans in the business world and the benefits of their decision-making skills.

John also discusses the challenges of competition and decision-making in today's market and offers advice on creating your own market and running experiments to drive growth.

Takeaways

• Inorganic growth options are often overlooked in revenue growth strategies, particularly in the lower middle market.
• Learning management systems (LMS) and high-quality content are essential for effective training and marketing.
• Inbound marketing is still important, but it has become noisier and more competitive.
• Partner ecosystems and nearbound strategies can help companies gain access to new accounts and create valuable partnerships.
• Courses can be used for user training, lead generation, data collection, and creating certifications.
• Companies should consider the least amount of content with high quality for the most impact.
• The silver tsunami refers to the retirement of baby boomers and the opportunities it presents for younger entrepreneurs.
• Entrepreneurship through acquisition is a growing trend, offering opportunities for aspiring business owners.
• Raising capital for small businesses requires solid financial information and alignment of documentation.
• Mergers and acquisitions can be facilitated by experienced professionals to ensure a smooth process.
• Veterans bring valuable decision-making skills to the business world and should be considered for employment.
• Competition is fierce in today's market, and companies need to find ways to stand out and create their own market.
• Running experiments and learning from failures is crucial for growth and innovation.
• Effective pricing strategies can differentiate a business and create its own market.
• Sharing insights and knowledge with others is important for personal and professional growth.

Takeaway Quotes from John Panaccione

"Inorganic is often overlooked, particularly by the lower middle market."

"The LMS is the racetrack, the content is the race cars."

"Inbound marketing is not as powerful as it used to be."

"Startup Culture we have in America"

"Entrepreneurship through acquisition"

"You have to have a pretty solid set of information"

Check out John's website

LinkedIn: John Panaccione and Ed Marsh

Twitter: John Panaccione and Ed Marsh

Instagram: John Panaccione and Ed Marsh

YouTube: @johnpanaccione5979 and @EdMarsh

Show Transcript 

Chapters

00:00 The Overlooked Potential of Inorganic Growth 07:11 The Power of Learning Management Systems and High-Quality Content 39:29 The Silver Tsunami: Opportunities for Younger Entrepreneurs 47:43 Challenges of Competition and Decision-Making in Today's Market

#InorganicGrowth #RevenueGrowth #SmallBusinessFinance #LiquidityEvent #Transactions #Veterans #Entrepreneurship #Vetrepreneurship #LMS #LearningManagementSystem #PRM #PartnerRelationshipsManagement #ContentMarketing #InboundMarketing #SaaS #IndustrialManufacturing #PartnerEcosystems #SalesChannel #IndustrialMarketing #SilverTsunami #RetirementTrends #BabyBoomers #BusinessOwnership #BuyingABusiness #EntrepreneurshipThroughAcquisition #RaisingCapital #MergersAndAcquisitions #VeteransInBusiness #DecisionMaking

Jon Selig on the Power of Humor to Improve Sales and Prospecting - Industrial Growth Institute Podcast Episode 13

Summary

Episode 13 starts with Jon Selig and Ed Marsh lamenting the fact that sales can be less fun than it was a decade ago. Salespeople and prospects feel overwhelmed by repetitive sales cadences and stale tactics.

John Selig, a stand-up comic and former salesperson, shares his journey from enterprise sales to comedy and how he found overlap between the two. He emphasizes:

• the importance of injecting humor into sales and marketing messaging to create a connection with prospects
• the process of creating comedy material and how it can be applied to content creation in the industrial space
• techniques for crafting effective cold openers
• the value of humor in sales and the benefits of mastering business acumen
• the importance of humor in sales and marketing
• how humor can build trust, break through the noise, and evoke emotion, making consultative sales more effective.

Jon also shares his process for helping companies incorporate humor into their messaging and sales strategies. He emphasizes the need for understanding the buyer's challenges and being able to have meaningful conversations. Jon shares his belief that the biggest problem in business is the increasing dependence on screens and the lack of human communication. He encourages companies to get back to basics and prioritize genuine interactions.

Takeaways

• Sales can be less fun than it was a decade ago, with repetitive sales cadences overwhelming both salespeople and prospects.
• Injecting humor into sales and marketing messaging can create a connection with prospects and make the sales process more enjoyable.
• The process of creating comedy material can be applied to content creation in the industrial space, allowing for the development of engaging and relatable content.
• Crafting effective cold openers can help salespeople make a strong first impression and initiate meaningful conversations with prospects.
• Mastering business acumen is essential for sales success, and incorporating humor can help sales reps develop a deeper understanding of their target audience. Humor can build trust, break through the noise, and evoke emotion in sales and marketing.
• Understanding the buyer's challenges and being able to have meaningful conversations is crucial in consultative sales.
• The biggest problem in business is the increasing dependence on screens and the lack of human communication.
• Companies should prioritize genuine interactions and get back to basics.
• Incorporating humor into messaging and sales strategies can help companies stand out and connect with prospects.

Takeaway Quotes from Jon Selig

• "This connection request is colder than a manufacturing sales exec's sweat during unplanned downtime."
• "The process of crafting humor to specifically make your target persona smile will force your reps to master the business acumen they need to increase their subject matter expertise."
• "Humor is empathetic, it connects with the audience."
• "When it's packaged up properly, there's an element of surprise."
• "Humor helps build comfort and rapport, breaks through the noise, and evokes emotion."

Check out Jon's website

LinkedIn: Jon Selig and Ed Marsh 

Twitter: Jon Selig and Ed Marsh

Instagram: Jon Selig and Ed Marsh

YouTube: Jon Selig and Ed Marsh 

 

Show Transcript 

 

Chapters

00:00 B2B Sales: More Work, Less Amusement 09:29 The Overlap Between Comedy and Sales 16:07 Crafting Effective Cold Openers 29:58 The Importance of Genuine Interactions 39:56 Incorporating Humor to Stand Out 49:52 The Psychology of Humor 01:00:07 The Process of Incorporating Humor 01:09:56 The State of B2B Sales and Marketing 01:18:32 Wrapping Up / Just Getting Started

 

#HumorInSales #HumorAndSarcasmInSalesCalls #HumorInSalesCalls #HowToUseHumorInSales #SalesJokes #UsingHumorInSales #SalesHumorJokes #JonSelig #ProspectingTips #Trust #B2BSales #IndustrialSales #SalesProspecting #TradeShows #EdMarsh

Kathleen Booth on Professional Communities and Marketing and Sales Alignment - Industrial Growth Institute Podcast Episode 12

Summary

In Episode 12 of the Industrial Growth Institute Podcast, host Ed Marsh and guest Kathleen Booth discuss the role of community in personal and professional development, as well as organizational success.

Boil it all down into a couple key quotes that convey Kathleen's commitment to communities:

"Community is the new Google."

"Community is the roadmap to all the stuff you need to figure out."

"Community is the support system for go-to-market executives."

"You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."

They highlight the importance of having a different perspective and a supportive community to overcome mindset barriers in industrial revenue growth.

Kathleen shares her journey from being the founder and CEO of a digital marketing agency to her current role as SVP of Marketing and Growth at Pavilion. They also discuss:

• the value of community in learning, problem-solving, and finding opportunities
• the need for continuous learning and the importance of surrounding oneself with smart and experienced individuals
• importance of community and continuous learning in the fast-paced world of marketing
• need for marketers to surround themselves with peers who are further along and have more knowledge, as well as the value of participating in communities as part of the job
• the rise of AI and the erosion of trust in information
• importance of marketing and sales alignment
• need for a relationship-led approach to marketing.

Kathleen shares her insights on the future of marketing, including the emphasis on original research and data, authenticity, and unique points of view. She also highlights the potential of AI and the concerns surrounding its misuse. Finally, she encourages industrials to focus on building relationships, trust, and reducing friction in the buying process.

Takeaways

• Having a supportive community and a different perspective is crucial for overcoming mindset barriers in industrial revenue growth.
• Continuous learning and surrounding oneself with smart and experienced individuals are key to personal and professional development.
• Community provides valuable resources, insights, and solutions for learning, problem-solving, and finding opportunities.
• Community is the new Google, as people increasingly rely on their communities for trustworthy information and recommendations.
• Being part of a community helps alleviate imposter syndrome and provides a support system for go-to-market executives.
• Community is essential for staying up-to-date with the rapidly changing landscape of marketing and sales.
• Community fosters collaboration, accountability, and personal growth, leading to individual and organizational success. Surround yourself with peers who are further along and have more knowledge to keep pace with the fast-changing marketing landscape.
• Participating in communities is essential for personal growth and staying ahead of best practices.
• AI has the potential to erode trust in information, and its misuse is a concern that needs to be addressed.
• Marketing and sales alignment is crucial for revenue growth, and it requires good communication, shared metrics, and a focus on the company's success.
• The future of marketing lies in original research and data, authenticity, and unique points of view.
• Building relationships, trust, and reducing friction in the buying process should be the focus for industrials.

Takeaway Quotes from Kathleen Booth

• "Community is the new Google."
• "Community is the roadmap to all the stuff you need to figure out."
• "Community is the support system for go-to-market executives."
• "You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."
• "AI is great, but it's also very dangerous in the sense that it's eroding our trust."

Check out Kathleen's website

LinkedIn: Kathleen Booth and Ed Marsh 

Twitter: Kathleen Booth and Ed Marsh

Instagram: Kathleen Booth and Ed Marsh

YouTube:   @EdMarsh 

 

Show Transcript 

 

Chapters

00:00 Introduction and Mindset Barriers in Industrial Revenue Growth 14:50 Kathleen's Career Journey and the Importance of Community 30:13 Pavilion: Serving the Go-to-Market Leadership Team 37:21 The Importance of Community and Continuous Learning 43:54 Measuring Results and Avoiding Infighting 51:42 The Value of Participating in Communities 59:57 Marketing and Sales Alignment: Effective Communication 01:08:03 The Biggest Opportunity: AI and Human Connection

 

#SalesAndMarketingAlignment #ManufacturingMarketing #IndustrialMarketing #B2BSales #Community #IndustrialSales #ComplexSales #ProfessionalCommunity #CommunityIsTheNewGoogle

Scott MacKenzie on the Business Development Power of Podcasting - Industrial Growth Institute Podcast Episode 11

Summary

Scott MacKenzie is the founder of Industrial Talk, an innovative and disruptive business that he founded after taking a company public, retiring, and wanting to do something fun.

But the business builds on a crucial discovery he made when he was running a staffing agency. It was a tough, competitive market in which he had difficulty differentiating his offering from others. Until he struck upon the idea of creating a podcast through which he could reach prospects and provide resources for the market as well.

Our conversation covers:

• importance of marketing and media in the industrial sector
• Scott's journey from a background in operations to becoming a marketing and salesperson
• power of content and media in building relationships and trust with customers
• how he uses media as a prospecting tool
• Scott's super-efficient workflow and automation strategies
• importance of diversifying revenue streams
• his business model, including speaking engagements, training, content development, and white-label services
• the importance of aligning marketing and sales
• best and worst practices at trade shows
• his Superbowl performance!
• insights into the integration of marketing and sales and the role they play in revenue growth
• exciting opportunities for business and offering guidance for industrial manufacturers.

Takeaways

• Marketing and media are crucial for industrial companies to build relationships and trust with customers.
• Content creation and media can be used as effective prospecting tools.
• Building relationships through conversations and storytelling is key to successful marketing.
• Efficient workflows and automation can streamline content creation and distribution.
• Diversifying revenue streams is important for long-term business success.
• Aligning marketing and sales is crucial for business success.
• Trade shows require effective follow-up strategies to maximize impact.
• Content development should be tailored to address customer problems and provide value.
• The integration of marketing and sales is essential in the modern buying journey.

Check out Scott's website

LinkedIn: Scott MacKenzie and Ed Marsh 

Twitter: Scott MacKenzie and Ed Marsh

Instagram: Ed Marsh

YouTube:  @IndustrialTalk  and  @EdMarsh 

 

Show Transcript 

 

Chapters

00:00 Introduction and Background 04:15 Transition to Marketing and Media 08:13 The Importance of Marketing in the Industrial Sector 11:18 Shift from Operations to Marketing 16:38 The Power of Content and Media 23:55 Extracting Stories and Getting People to Talk 25:56 Efficient Workflow and Automation 31:47 Diversified Revenue Streams 38:25 Overview of Scott MacKenzie's Business Model 39:18 Speaking Engagements and Training 40:44 Content Development and Industrial Academy 42:46 Best and Worst Practices at Trade Shows 46:07 Maximizing Impact at Trade Shows 48:19 Scott MacKenzie's Hobbies and Fun Activities 51:40 Scott MacKenzie's White Label Services 54:14 The Importance of Aligning Marketing and Sales 56:49 The Role of Marketing and Sales in the Buying Journey 01:00:25 The Integration of Marketing and Sales 01:02:27 The Role of Marketing and Sales in Revenue Growth 01:05:11 Exciting Opportunities for Business 01:09:36 How to Contact Scott MacKenzie 01:10:05 Scott MacKenzie's Guidance for Industrial Manufacturers

 

#podcast #BusinessDevelopment #Prospecting #LeadGeneration #TradeShows #Broadcasting #SalesLeads #Coldcall #Media #ManufacturingMarketing #IndustrialSales #B2BSales #IndustrialMarketing #Innovation #CompetitiveBusiness #Differentiation

Trista Morrison Talks Strategic Communications, Strategy and Boards - Industrial Growth Institute Podcast Episode 10

Summary

Trista Morrison, a seasoned bio-pharmaceutical executive, started her career as a biologist and journalist. In this episode she discusses the intersection of communications and strategy in the industrial growth context.

Trista emphasizes the importance of understanding the company's vision, mission, and strategy in order to effectively communicate with various audiences. She explores the concept of story making, which involves aligning communications with the company's strategy and purpose and highlights the significance of the 'so what' factor in storytelling.

The conversation also touches on:

• Trista's perspective as an independent director
• the need to convey the impact and value of products or services
• role of communications in internal engagement and the importance of prioritizing different audiences based on business needs
• content creation requires discipline and the ability to overcome writer's block
• positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
• differentiating strategy and execution, and communications should support corporate goals
• a dedicated communications function depends on the size and needs of the company
• role of consultants and agencies can provide strategic guidance and execution support
• impact of AI on communications will vary depending on the industry and its sensitivities
• crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels
• Boy scouts, hobbies, reading and dogs

Takeaways

• Communications is a forcing function for strategy, as it prompts companies to define their approach and philosophy on various topics.
• Story making is an important aspect of communications, as it involves aligning communications with the company's strategy and purpose.
• The 'so what' factor is crucial in storytelling, as it helps convey the impact and value of products or services.
• Communications plays a vital role in internal engagement, ensuring that employees have the information they need to make decisions aligned with the company's vision and strategy.
• Prioritizing different audiences based on business needs is essential, as it allows companies to effectively communicate with the right stakeholders at the right time. Communications should always be respectful and considerate of the audience.
• Overcoming writer's block requires discipline and setting a timer to get started
• Positioning company leaders as industry experts requires understanding the target audience and finding ways to fit into their interests
• Strategy and execution should be clearly differentiated, and communications should support corporate goals
• The need for a dedicated communications function depends on the size and needs of the company
• Consultants and agencies can provide strategic guidance and execution support
• The impact of AI on communications depends on the industry and its sensitivities.
• Crafting communications to attract and retain talent involves understanding the target audience and reaching them through the appropriate channels.
• Transparency and authenticity are key in communicating the company's story and values to potential employees.
• Resources for learning about communications include organizations like PRSA and NRI, as well as seminars and courses.
• Communications is a critical function in setting and achieving corporate goals.

Trista's website

LinkedIn: Trista Morrison and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: Ed Marsh

Show Transcript

00:00 Introduction and Overview 09:05 Communications as a Forcing Function for Strategy 25:55 The Importance of Storytelling in Industrial Growth 28:09 Internal Engagement: Communicating the Company's Vision 30:29 Prioritizing Audiences for Effective Communication 33:04 Respectful Communications 34:37 Overcoming Writer's Block 35:04 Content Creation Strategies 36:28 Positioning as Industry Experts 45:15 Differentiating Strategy and Execution 49:26 Communications Supporting Corporate Goals 55:03 Considerations for a Dedicated Communications Function 01:02:19 The Impact of AI on Communications 01:03:40 Crafting Communications to Attract and Retain Talent 01:08:00 Resources for Learning about Communications 01:10:20 The Reputational Risk of Unethical Decisions in Business Communications 01:12:10 Building Authentic Relationships with Customers 01:17:25 The Critical Role of Communications in Setting and Achieving Corporate Goals

#podcast #Communications #StrategicCommunications #Strategy #BoardDirector #Biotech #Journalism #Marketing #ContentMarketing #PublicRelations

Mario Trafficante on Athletes in Sales & Managing Sales KPIs: Industrial Growth Insitute Podcast Episode 9

Summary

In Episode 9, host Ed Marsh interviews Mario Trafficante, a former NCAA hockey player, and an expert in technology optimization and sales.

Mario shares his background and expertise in B2B sales and discusses the importance of routine, discipline, and constant improvement in his personal and professional life.

The conversation covers many topics including:

• the connection between hockey and sales
• his career transition from finance to sales and the value of a finance background in enterprise sales
• attributes of collegiate athletes that excel in sales and the role of competitiveness in driving sales performance
• perspectives on sales management
• value of team sports in developing a competitive nature and camaraderie among salespeople
• different sales methodologies and the importance of tailoring them to individual salespeople
• the role of compensation in driving sales results and the need for a balance between earning potential and company goals.

Mario highlights the significance of activity and quality conversations in sales, as well as the importance of coaching and developing sales reps. He also discusses the challenges of managing underperforming sales reps and the need for accountability.

Mario shares his perspective on effective pipeline reviews, avoiding deals that end in no decision, and the role of marketing in supporting sales. He concludes by discussing the future of sales and the importance of personal interaction in a world driven by technology.

Takeaways

• #TeamSports can help #salespeople tap into their competitive nature and create camaraderie.
• #SalesMethodologies should be tailored to individual salespeople and their strengths.
• #Compensation plays a crucial role in driving #SalesResults, and a balance must be struck between earning potential and company goals.
• Activity and quality conversations are key metrics to track in sales.
• Coaching and developing sales reps is essential for their success.
• Managing underperforming sales reps requires a case-by-case approach and providing support through #PerformanceImprovementPlans (PIPs).
• Effective #PipelineReviews involve digging into the details of deals and providing guidance to move them forward.
• Avoiding deals that end in no decision requires asking the right questions and understanding the customer's needs.
• Marketing should focus on providing qualified leads and creating tailored, focused events to engage customers.
• #SalesEnablement tools should support personalized, intimate conversations with customers.
• Personal interaction and building relationships are still crucial in sales, despite advancements in technology.
• #AI will have a significant impact on sales, but human interaction will remain essential.
• Continuing education in sales is important, and learning from various sources, such as military books, can provide valuable insights.
• Success in #ComplexSales requires knowledge, courtesy, curiosity, and #accountability.

Check out Mario's website

LinkedIn: Mario Trafficante and Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube:  @EdMarsh 

 

Show Transcript

 

Guide to Episode

00:00 Introduction and Overview 00:29 Mario Trafficante's Background and Expertise 05:03 The Importance of Routine and Discipline 06:49 The Connection Between Hockey and Sales 13:09 The Value of Finance Background in Enterprise Sales 15:08 Direct Sales vs. Channel Sales 21:46 Transitioning from Sales Rep to Sales Manager 23:13 Maintaining Relationships and Losing Friends as a Sales Manager 25:42 The Role of Sales Managers in Company Success 27:13 Attributes of Collegiate Athletes that Excel in Sales 29:33 Selling to Manufacturing, Food, and Logistics Industries 31:15 The Importance of Prospecting and Discipline 35:06 The Role of Competitiveness in Sales 36:20 The Value of Team Sports in Sales 38:09 Sales Methodologies and Training 40:13 The Role of Compensation in Driving Sales Results 43:52 The Importance of Activity and Quality Conversations in Sales 46:47 Managing Underperforming Sales Reps 50:14 Effective Pipeline Reviews 53:03 Avoiding Deals that End in No Decision 55:46 Coaching and Developing Sales Reps 58:07 Marketing's Understanding of Sales 59:43 Sales Enablement Tools 01:03:01 The Importance of Personal Interaction in Sales 01:05:11 The Future of Sales and AI 01:08:19 Keys to Success in Complex Sales

#podcast #hockey #salescoaching #salesmanagement #salesKPIs #athletesinsales #ncaahockey #managedservices #b2bsales #industrialsales #salesmetrics

Jeff Cross on Industrial Media and Publishing: Industrial Growth Insitute Podcast Episode 8

Summary

Ed Marsh is joined by Jeff Cross, the media director of ISSA, the Industrial Cleaning Trade Association for Episode 8 of the Industrial Growth Institute.

Jeff shares his career journey and how he transitioned from journalist to owning a cleaning and restoration firm to later becoming a content creation machine.

Jeff discusses the importance of content marketing and the editorial ethos of  @ISSAMediaTV 's media brands and touches on the misconceptions about industrial cleaning and the value of cleanliness in the #IndustrialManufacturing space. He provides insights on starting and maintaining a content creation effort, as well as the role of #LinkedIn groups in promoting content and the importance of incremental wins in #ContentMarketing.

The conversation takes many turns as Jeff shares practical insights on finding valuable information, optimizing engagement with #TradeAssociations, making #TradeShows more effective, hiring journalists for content marketing, workflow, and time management, remote work and team collaboration, the role of #AI in #ContentCreation, and adding a publishing function to a B2B company.

Takeaways

• Content marketing is an effective way to promote a brand and provide solutions to industry pain points.
• Creating a publishing brand requires focusing on a specialty and providing valuable content to the target audience.
• Publishing content outside of core expertise is possible by soliciting outside expertise, conducting interviews, and facilitating the exchange of information.
• LinkedIn groups can still have value, but moderation is necessary to filter out promotional content.
• Incremental wins in content marketing, such as reaching a targeted audience, are more important than aiming for viral success. Stay informed by listening to #podcasts, reading blogs, and watching videos related to your industry.
• Engage with trade associations to network and learn from others in your industry.
• Make trade shows more effective by being engaging, personable, and interested in others.
• Consider hiring #journalists for content marketing to bring a journalistic approach and storytelling skills to your company's content.
• Manage your time effectively and create a workflow that allows for consistent content creation.
• Embrace remote work and leverage technology to collaborate with your team.
• Be cautious and intentional when using AI in content creation, ensuring authenticity and transparency.

Check out Jeff's website

LinkedIn: Jeff Cross and Ed Marsh

Twitter: Jeff Cross and Ed Marsh

Instagram: Ed Marsh

YouTube:  @ISSAMediaTV  and  @EdMarsh 

Show Transcript

00:00 Introduction and Background 02:28 Jeff's Career Journey 06:19 Transition to Content Creation 08:36 Editorial Ethos 12:15 About ISSA 13:32 Misunderstandings about Industrial Cleaning 15:12 Importance of Cleanliness in Industrial Manufacturing 19:43 Starting and Maintaining a Content Creation Effort 25:07 Creating Content Outside of Core Expertise 28:09 Publishing vs. Content Marketing 31:25 Value of LinkedIn Groups 32:41 Importance of Incremental Wins 33:01 Finding Valuable Information 35:08 The Value of Listening to Podcasts 36:19 Optimizing Engagement with Trade Associations 39:28 Making Trade Shows More Effective 40:52 Hiring Journalists for Content Marketing 44:27 Workflow and Time Management 46:31 Remote Work and Team Collaboration 48:46 The Role of AI in Content Creation 52:59 The Concerns and Excitement around AI 57:53 Connecting with Jeff Cross 01:00:18 Adding a Publishing Function to a B2B Company

#podcast #IndustrialMedia #MediaAndPublishing #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #MarketingVideo #VideoMarketing #Podcasting #ContentMarketing #InboundMarketing #PublishingCompany #MediaPublishing #ContentPublishing #ContentPromotion #ContentDistribution #ContentChannels #JeffCross #ISSA #Journalist #Journalism #ManufacturingJournalism #IndustrialCleaning #BuildingServiceContractors #VideoProduction #TradeJournal #TradeShows #TradeAssociation #ISSA

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

Industrial Marketing for Manufacturers Built Right - Terri Hoffman riffs on NCAA athletics, accountability, strategy, and even UTVs and wine - all on Industrial Growth Institute Episode 7

Summary

In Episode 7 of the Industrial Growth Institute Podcast, Terri Hoffman, founder and CEO of Marketing Refresh, joins Ed Marsh to discuss industrial marketing for manufacturers.

Terri simplifies industrial marketing by focusing on making it easy for clients' target buyers to find and engage with them online. She brings 30 years of marketing experience, including working in-house, as a consultant, and now on the agency side. Terri's background as a former NCAA athlete and her engineering mindset contribute to her unique perspective on marketing. She emphasizes the importance of accountability and doing what you say you're going to do in business.

Terry's agency, Marketing Refresh, specializes in helping B2B industrial brands generate leads and navigate the digital landscape. The conversation explores:

• the importance of accessibility and convenience in customer experience
• challenges of bridging the gap in vocabulary between marketers and clients
• evolving roles of marketing and sales in the industrial space
• impact of #AI on marketing
• significance of branding in the industrial manufacturing sector
• budget allocation for marketing

Terri & Ed dive deep into the importance of digital marketing for industrial manufacturers including:

• changing buyer's journey
• role of marketing in driving growth
• need for strategy over tactics
• importance of data and reporting and Terri's partnership with Databox
• the need for companies to embrace digital marketing and close the knowledge gap between what is possible and what is understood
• the importance of boards of directors having a deep understanding of contemporary sales and marketing

Takeaways

• #IndustrialMarketingForManufacturers is about making it easy for target buyers to find and engage with a company online.
• #Accountability and doing what you say you're going to do are crucial in marketing and business.
• How being an #NCAAWomensBasketball captain and engineering student contribute to her unique perspective on marketing.
• #DigitalMarketing has changed the expectations of #B2Bbuyers, who now expect the same convenience and accessibility as in B2C experiences.
• Qualitative research and understanding the exact words and experiences of buyers can provide valuable insights for marketing strategies.
• Focus on the fundamentals and provide a great customer experience.
• The roles of marketing and sales are evolving, with more overlap and the need for digital skills in both areas.
• AI can enhance decision-making and efficiency in marketing, but it cannot replace human creativity and understanding.
• Branding is important in the industrial manufacturing sector, both visually and in terms of messaging and value proposition.
• Budget allocation for marketing in the middle market industrial manufacturing sector can range from 3% to 8% of revenue, depending on factors like company stage and goals.
• Shifting resources from sales to marketing can be a strategic move to optimize revenue growth and improve marketing capabilities.
• Strategy is more important than tactics when it comes to marketing.
• Data and reporting are essential for measuring the effectiveness of marketing efforts and making informed decisions.

Check out Terri's website

LinkedIn: Terri Hoffman and Ed Marsh

Twitter: Ed Marsh 

Instagram: Ed Marsh 

YouTube:  @MarketingRefresh  &  @EdMarsh 

Show Transcript 

00:00 Simplifying Industrial Marketing 04:18 The Power of Accountability 05:30 The Unique Perspective of an NCAA Athlete and Engineer 09:07 The Changing Expectations of B2B Buyers 13:16 The Value of Qualitative Research 32:03 The Evolving Roles of Marketing and Sales in the Industrial Space 35:38 The Significance of #Branding in the Industrial Manufacturing Sector 46:35 Budget Allocation for Marketing in the Middle Market Industrial Manufacturing Sector 58:02 Shifting the Resource Pool between #SalesAndMarketing 59:09 The Possibilities of #Ecommerce Platforms 01:01:16 Differentiating #MarketingStrategy and Tactics 01:02:05 Prioritizing the Right Marketing Initiatives 01:03:06 The Importance of Strategy in Marketing 01:14:42 Focusing on Business Outcomes Rather Than Product Specs 01:19:02 Automating #SalesProcesses for Efficiency 01:24:29 Closing the Knowledge Gap and Embracing

 

#DigitalMarketing #InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #IndustrialGrowthInstitute #IndustrialMarketingForManufacturers #MarketingRefresh #OverallRevenueEffectiveness #TerriHoffman

From Single Mom and Struggling Waitress to Sales Trainer & Author - Carole Mahoney on Industrial Growth Institute Episode 6

Summary In this episode, Ed Marsh interviews Carol Mahoney, a sales trainer and coach, about her journey through personal and business frustrations, the critical role of B2B Sales Managers, and the importance of mindset in sales success.   Carol shares her personal background growing up in a family of entrepreneurs and her initial belief that marketing would eliminate the need for sales. However, after facing challenges in her own business, she realized the importance of sales and the need to change her mindset.   Carol digs deep into evolving B2B Sales:

• emphasizing the need to challenge buyers' thinking and build trust by asking tough questions
• coexistence of sales and marketing and the importance of aligning the sales process with the buyer's journey
• the launch of her book and the buzz surrounding it
• importance of relevance to different audiences
• need for salespeople to understand the current state of sales and the importance of collaborative selling
• impact of technology on the buyer experience and how it can be used to enhance or hinder the sales process
• insights on selling to buying teams and managing change
• importance of sales managers in driving behavioral change and supporting their teams
• role of coaching and role-playing in sales training and the ideal span of control for sales managers
• involvement in sales communities and her mission to increase the representation of women in sales
• origin of her company, Unbound Growth
• final advice for sales professionals.  

Takeaways

• The transition from marketing to sales requires a mindset shift and a willingness to challenge buyers' thinking.
• Self-limiting beliefs, such as the need for approval, can hinder sales success. It is important to replace these beliefs with positive and empowering ones.
• Sales and marketing should collaborate and align their efforts to effectively engage buyers throughout the buying journey.
• Key performance indicators (KPIs) for industrial companies include click-through rates, sales-qualified leads, velocity in the sales pipeline, average order rates, and involvement of key stakeholders in deals.
• Sales enablement content should address buyers' concerns and objections to lower the likelihood of no decision due to fear of making the wrong decision. Sales managers play a crucial role in driving behavioral change and supporting their teams.
• Coaching and role-playing are essential for effective sales training.
• Sales communities provide valuable opportunities for collaboration and learning.
• Increasing the representation of women in sales can lead to diverse perspectives and improved outcomes.
• Continuous learning and personal development are key to success in sales.

Check out Carole's website - https://www.unboundgrowth.com/

LinkedIn: Carole Mahoney & Ed Marsh

Twitter: Carole Mahoney & Ed Marsh

Instagram: Carole Mahoney & Ed Marsh

YouTube: Carole Mahoney & Ed Marsh

Show Transcript 

Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge #CaroleMahoney #UnboundGrowth #SalesCoaching #SalesRolePlaying

Chapters

00:00 Introduction and Background 01:08 Early Entrepreneurial Spirit 03:21 Impact of the 2007 Financial Crisis 04:30 Struggles with Sales Training 05:23 Challenges with Closing Deals 06:25 The Need for Mindset Change 07:11 Replacing Self-Limiting Beliefs 08:07 The Importance of Mindset in Sales 09:45 The Need for Tough Questions 10:37 The Impact of Negative Sales Mindsets 11:58 The Influence of Leadership Mindsets 12:19 The Importance of Buyer Perspective 13:31 Replacing Self-Limiting Beliefs 15:10 The Role of Sales and Marketing 18:29 Putting Buyers First 20:21 Aligning Sales Process with Buying Journey 21:33 Contrasting Sales and Marketing 22:11 The Importance of Sales in Revenue Growth 24:15 Key KPIs for Industrial Companies 27:16 Translating Buyer Decisions in Sales 28:09 Importance of Sales Enablement Content 28:51 Launch of Carol's Book 28:55 Book Launch and Buzz 30:02 Relevance to Different Audiences 31:16 Sales Savviness and Understanding 33:05 Title and Purpose of the Book 33:59From Doing to Collaborating 36:11 Consultative Sales and Asking Questions 39:20 Technology and the Buyer Experience 45:14 Buying Teams and Change Management 50:36 Personal Interests and Growth 55:00 What Makes Carole Tick 56:30 Pink Floyd and Music 57:52 Carole's Background in Music and Sales 59:06 The Importance of Sales Managers 01:00:08 Coaching and Role-Playing in Sales 01:02:09 The Ideal Span of Control for Sales Managers 01:07:21 The Importance of Sales Communities 01:11:18 Women in Sales 01:16:01 The Origin of Unbound Growth 01:18:45 Recommended Resources for Learning about Sales 01:23:19 Carole's Concerns about Climate Change 01:25:04 How to Connect with Carole 01:26:00 Final Advice

From Chemical Engineer to Inbound Marketing Legend - Peter Caputa on Industrial Growth Institute Episode 5

Summary

In this episode, Ed interviews Peter Caputa IV, CEO of Databox, about his career and insights into #DigitalMarketing, #B2BSales and businesses.

He shares his journey from the 15th employee at #HubSpot through his launch and management of the massively successful marketing channel partner program. They discuss the challenges of #ManufacturingEcommerce the importance of #perseverance and #grit in business, and the evolution from #OutboundSales through #InboundMarketing to #nearbound strategies.

Peter also shares his thoughts on:

- the decline of inbound #SalesDevelopmentReps - potential for industrial companies to adopt a different business development approach - various topics related to sales, marketing, and data-driven decision-making - importance of improving #SalesProcesses - need for more experimentation in the industrial sector - integration of marketing and sales, particularly in terms of collaboration and content creation - insights on leveraging #LinkedIn for #SalesAndMarketing

Then Pete offers a masterclass on the power of #Benchmarking in driving performance improvement and as a #BusinessDevelopment tactic. He discusses the role of #DataBox in making data-informed decisions and the potential of #ProductLedGrowth in industrial companies and concludes with advice on the importance of data aggregation and the need to adapt to changing market dynamics.

Takeaways

- The importance of personal relationships in the sales process. - Perseverance and grit are essential qualities for success in business, and staying with a company for a longer tenure can lead to valuable lessons and deeper knowledge. - Why the traditional model of inbound sales development reps may be declining, and companies should consider alternative approaches that align with changing buyer expectations and technological advancements. - Why industrial companies should focus on improving their sales and buying processes to make them more efficient and effective. - Why the integration of marketing and sales is crucial for success, and both teams should collaborate and align their efforts to optimize the sales process. - Benchmarking is a valuable tool for industrial companies to measure their performance and identify areas for improvement. - DataBox provides a platform for making data-informed decisions and optimizing performance through benchmarking and analytics. - Product-led growth can be a valuable strategy for industrial companies to engage with potential customers and build relationships. - Industrial manufacturers should focus on aggregating and analyzing their data to gain insights and drive innovation. - Uncertainty and external factors can impact businesses, and companies should be prepared to adapt and navigate challenges. - Industrial manufacturers should prioritize sales, marketing, and data-driven decision-making to stay competitive and drive growth.

Check out Pete's website - https://databox.com/

LinkedIn: Peter Caputa & Ed Marsh

Twitter: Peter Caputa & Ed Marsh

Instagram: Peter Caputa & Ed Marsh

YouTube: Peter Caputa & Ed Marsh

Show Transcript 

Learn about Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#InboundMarketingAgency #ManufacturingMarketing #IndustrialMarketing #B2BSales #RickRoberge

Chapters

00:00 Introduction and Background 01:14 Peter's Career and Insights 07:28 Long Tenures in Companies 09:05 Perseverance and Grit in Business 11:11 Audacity and Conservative Approach 13:47 Personal Interests and Hobbies 20:08 Building the Channel Program at HubSpot 25:08 Evolution from Direct Sales to Nearbound 29:22 The Decline of Inbound Sales Development Reps 34:08 The Industrial Perspective on SDRs 39:39 Improving Sales and Buying Processes 41:22 Lack of Experimentation in Industrial Companies 42:25 The Integration of Marketing and Sales 43:34 The Power of LinkedIn for Sales and Marketing 44:28 The Importance of Benchmarking 46:22 The Workflow for Daily LinkedIn Activity 48:49 The Role of DataBox in Making Data-Informed Decisions 50:09 The Potential of Product-Led Growth in Industrial Companies 52:31 Using Benchmarking in the Industrial Space 53:31 Adding Data Sources to DataBox for Benchmarking 55:43 Resources for Learning Digital Marketing and Sales 59:17 Managing a Remote Team and Lessons Learned 01:08:23 Concerns and Uncertainties in the Business Space 01:13:41 Advice for Industrial Manufacturers

Growing Aftermarket Sales & Service with Digitization - Markus Rimmele on Industrial Growth Insitute Episode 4

Key Points

1. Digitalization can help middle-market industrial manufacturers improve the buyer experience and differentiate their offerings.
2. An adapted mindset and digital approaches can help grow high profit aftermarket parts, service and training revenue.
3. Digital tools can provide an approach to gain entrance to accounts where incumbent competitors are entrenched.
4. Whether or not machinery manufacturers like the trend, buyers expect it.

Summary

In this episode, Ed interviews Markus Rimmele, an industrial automation professional. Markus shares his journey from being a field service technician to founding Digitalitum, a company focused on digital transformation in manufacturing.

They discuss tips for mid size industrial manufacturers to boost aftermarket sales and service, and Markus explores the challenges faced by technicians, such as troubleshooting and implementing digital tools, and the importance of change management.

Marcus shares many lessons learned including:

• the need for a hybrid approach in digitalization
• value of cultural diversity and intellectual elasticity
• commitment to helping manufacturers navigate the digital landscape
• the concept of digital transformation and how it is a tool to help businesses become more efficient and provide more value to customers
• importance of understanding the customer's biggest problems and using digitalization to address those issues
• trends driving the need for digitalization in the manufacturing space, such as increasing complexity of machines and a decline in skilled technicians
• how digital tools, such as IoT and immersive technologies, can bridge the skills gap and improve maintenance efficiency
• value of quality and service in capital equipment purchasing decisions - potential for digital services to create recurring and predictable revenue streams
• challenges and misconceptions surrounding digitalization
• insights into the commercial opportunities for OEM manufacturers. T

Takeaways

• Digital transformation is a tool to help businesses become more efficient and provide more value to customers.
• Trends driving the need for digitalization in manufacturing include increasing machine complexity and a decline in skilled technicians.
• Digital tools, such as IoT and immersive technologies, can bridge the skills gap and improve maintenance efficiency.
• Quality and service are important factors in capital equipment purchasing decisions, and digital services can create recurring and predictable revenue streams.
• Challenges in digitalization include resistance to change and concerns about data security, but these can be addressed through proper implementation and cybersecurity measures.

Helpful link - Markus and Ed discuss digitalization and servitization in a webinar conversation https://www.consiliumglobalbusinessadvisors.com/partner-marketing-for-machinery-oems

Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth - https://www.consiliumglobalbusinessadvisors.com/overall-revenue-effectiveness-to-help-manufacturers-improve-sales

 

Check out Markus' website - https://digitalitum.com/ 

LinkedIn: Markus Rimmele & Ed Marsh

Twitter: Ed Marsh

Instagram: Markus Rimmele & Ed Marsh

YouTube: Markus Rimmele & Ed Marsh

Show Transcript

Industrial Growth Institute on YouTube

Chapters

00:00 Introduction and Background 03:10 Field Service Technician and Lessons Learned 05:56 Meeting Revenue Targets and Building Machines on Site 10:06 Freelancing and Experience Across Industries 12:56 The Importance of a Multilingual and Multicultural Background 15:57 Founding Digitalitum and the Digital Toolbox 25:05 The Power of LinkedIn and Hybrid Approaches 30:00 Cultural Differences and Intellectual Elasticity 35:04 Living the Passion through Digitalitum 36:04 Defining Digital Transformation 37:03 Providing Value to Customers 37:26 Overcoming Resistance to Digitalization 37:49 Drivers for Digitalization in Manufacturing 38:36 Complexity of Machines and Skills Gap 40:06 Digital Tools for Machine Maintenance 41:34 Implementing Customer Portals 42:41 Taking Progressive Steps in Digitalization 43:01 Digital Services Platforms 43:46 Value of Quality and Service in Capital Equipment Purchasing 50:33 Data as the New Gold 54:47 Decay in Overall Equipment Effectiveness (OEE) 58:57 Recurring and Predictable Revenue Streams 01:05:23 Using Digital Services as an Entry Sale 01:10:27 Misconceptions about Digitalization 01:12:42 Commercial Opportunity for OEM Manufacturers

#AfterMarketSalesAndService #SparePartsSales #CustomerExperience #CapitalEquipmentSales #MachinerySales #MachinerySalesAndService #Installation #Commissioning #PurchasingOfCapitalEquipment #TechnicalService #CustomerService #Aftermarket #B2BSales #IndustrialSales #TechnicalSupport #KnowledgeBase #Digitization #Digitalization #Servitization #MachineSales #AftermarketSales #CustomerLifecycle #OEE #ORE #CustomerTechnicalSupport #TechnicalSales #ServiceEngineer #ApplicationEngineer #MachineInstallation #BreakFix #PreventativeMaintenance #spareparts #MachineServiceHistory #OverallEquipmentEffectiveness #NewLogoSales #GermanQuality #TechnicalSupport #RemoteDiagnostics

In this episode, Ed Marsh interviews Bob Apollo, the founder and chief outcomes officer of Inflection Point Strategy Partners, a UK based sales effectiveness consultancy.

They discuss Bob's career journey, the evolution of B2B sales, accountability in sales, different sales methodologies, and Bob's concept of outcome-centric selling.

Bob emphasizes the importance of focusing on customer outcomes and understanding whether a purchase is inevitable or discretionary. Additionally he highlights:

• the need for salespeople to be honest with themselves and eliminate avoidable mistakes in the sales process
• complexities of the sales process and the importance of outcome-centric selling
• risks of relying on the BANT (Budget Authority Need Timeframe) qualification framework
• need for salespeople to adapt their approach based on prospect's familiarity or unfamiliarity of the buying process
• Impact IMPACT deal qualification framework and the importance of justifying qualification factors
• optimism regarding fixing the sales profession and the role of salespeople in influencing the buying process

Takeaways

• Sales organizations should prioritize accountability and create a culture of responsibility.
• The evolution of B2B sales has shifted from a product-centric approach to a focus on customer outcomes.
• Sales methodologies like Sandler and SPIN Selling can provide valuable frameworks for effective selling.
• Outcome-centric selling is an attitude, methodology, and process that emphasizes the importance of understanding and delivering customer outcomes.
• Salespeople should focus on eliminating avoidable mistakes and be honest with themselves about their performance and behavior. Cybersecurity issues can significantly impact sales, regardless of the potential revenue from a customer.
• The BANT qualification framework may not accurately capture the complexities of the buying process, and salespeople should be aware of the risks involved.
• Salespeople should adapt their approach based on the familiarity or unfamiliarity of the buying process for customers.
• The Impact IMPACT deal qualification framework provides a more logical flow of qualification, starting with identifying issues and impacts.
• Sales managers play a crucial role in qualifying and requalifying opportunities, challenging salespeople to justify their assessments and evidence.

Check out Bob's website - www.Inflexion-Point.com

LinkedIn: Bob Apollo & Ed Marsh

Twitter: Bob Apollo & Ed Marsh

Instagram: Ed Marsh

YouTube: Ed Marsh

Show Transcript

Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#B2BSales #ComplexSales #BuyingTeam #BuyingJourney #SalesProcess #SalesMethodology #BANT #MEDDIC #MEDDPICC #SpinSelling #SandlerSales

In this conversation, Ed Marsh interviews Sean Hurd, a career Special Operations Soldier,  former Sergeant Major in the U.S. Army, and current veteran advocate at Shift Group.

Sean shares his military background, including his time in the Ranger Regiment and Special Forces, and explains why he transitioned to a career in sales. He highlights the importance of mental toughness and a training mindset in sales.

Sean also discusses the mission and services of Shift Group, which focuses on helping veterans and athletes succeed in sales roles. The conversation emphasizes the attributes and skills that veterans bring to the sales profession.

Sean shares the following specific insights and experiences from his military background and sales career:

• the importance of identifying the ideal client and the value of force management training
• his daily and weekly workflow, emphasizing the significance of discipline and physical fitness
• outworking his colleagues and the importance of tracking metrics in sales
• effectiveness of outreach methods like social selling and the need for sales enablement tools
• importance of accountability and the role of CRM in sales
• challenges of managing a large sales team and the need for effective leadership
• concerns about the focus on short-term gains in business and the importance of building long-term relationships
• high-level guidance for companies to succeed in sales, including hiring the right people, training and coaching them, and not messing with their money

Takeaways

• Military experience, such as the Ranger Regiment and Special Forces, can provide valuable attributes for success in sales, including mental toughness and a training mindset.
• Transitioning from the military to sales can be challenging, but it offers opportunities for personal and professional growth.
• Sales training and learning from experience are crucial for success in the sales profession.
• Shift Group is a company that helps veterans and athletes succeed in sales roles by providing training, coaching, and job placement services. Identify your ideal client and invest in force management training to improve sales effectiveness.
• Maintain discipline and a structured daily and weekly workflow to maximize productivity.
• Outwork your colleagues and track key metrics to drive sales success.
• Utilize social selling and sales enablement tools to enhance outreach and engagement.
• romote accountability and use CRM effectively to drive sales performance.
• Focus on building long-term relationships and prioritize the success of your sales team.

Shift Group website - www.ShiftGroup.io

LinkedIn: Sean Hurd & Ed Marsh

Twitter: Ed Marsh

Instagram: Ed Marsh

YouTube: Ed Marsh

Show Transcript

Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#Sales #IndustrialSales #Veteran #BusinessDevelopment #OutboundSales #SalesTraining #Grit #MilitaryTraining #VeteransInBusiness

In this episode, Ed Marsh interviews Chris Fox, a content creator and consultant in the manufacturing marketing space. In addition to bourbon, music, and journalism, they discuss the importance of storytelling and creativity in content creation, as well as the value of imperfection and taking risks. Chris shares his experience in creating engaging videos and emphasizes the need to focus on the spirit and story of a company rather than a history lesson. They also explore the role of editing in content creation and the importance of balancing artistic inclinations with deadlines. Additionally, they discuss the best platforms for reaching manufacturing industry contacts and the use of video for aftermarket and customer success. Topics include:

• importance of providing technical expertise to customers
• value of creating content that addresses their specific needs
• impact of AI on video content and the challenges and limitations of using AI-generated video
• how companies can determine when to hire their own videographers and the benefits of building a consistent video production schedule
• Chris' ideal clients and the qualities that make for successful collaborations
• the coolest machines he has shot and the art of telling stories about seemingly mundane industrial products
• importance of creating a conversational atmosphere in interviews to make the subject feel comfortable and authentic
• the significance of telling the story of a product across its life cycle and the impact it can have on customers
• recommendations for extracting written content from video and building partnerships through video marketing

Check out Chris' website - www.TheChrisFox.com

LinkedIn: Chris Fox & Ed Marsh

Twitter: Chris Fox & Ed Marsh

Instagram: Chris Fox & Ed Marsh

YouTube: Chris Fox & Ed Marsh

The Bourbonite (Chris' fun project)

Show Transcript

Learn about my Overall Revenue Effectiveness™ Framework for Industrial Manufacturing Revenue Growth

#Video #ManufacturingMarketing #IndustrialMarketing #Machines #CapitalEquipment #DigitalMarketing #ContentMarketing #VideoMarketing 

Ed Marsh introduces the Industrial Growth Institute podcast that helps B2B industrial manufacturers grow revenue.

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

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

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.

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