The Industrial Marketing Show – Details, episodes & analysis

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

We take questions from industrial marketers on: 

- Our favorite digital tools 

- Retargeting 

UTMs  

- AI and a lot more!  

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

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

∙ Content strategy starts by determining your goal

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

∙ Is recurring content right for you?

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

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

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

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

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

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

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

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

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

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

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