The Industrial Marketing Show
By MJ Peters & Matthew Sciannella
The Industrial Marketing ShowSep 02, 2020
Ask us anything | Industrial Marketing Live
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.
The Manufacturing Marketer | Industrial content strategy
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
The Manufacturing Marketer | Writing emails your audience can't wait to read with James Boeckmann
James joins Mary and Brendon again to discuss what makes an effective email marketing strategy. James dives deep on writing emails people actually want to read.
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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
Revamping (or creating) your email strategy with James Boeckmann | Industrial Marketing Live
How should manufacturers use email to connect with their customer lists? Are newsletters still worth doing? Our answer might surprise you! Join Mary, Brendon and James as we talk through everything from segmentation strategies and frequency to metrics worth reporting.
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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
The Manufacturing Marketer | What would you do differently as a Marketing Manager with Matt Sciannella
What would you do if you could go back in time and back in-house with your current knowledge? That is what Brendon and Mary asked Matt on this episode of The Manufacturing Marketer.
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To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
or
Search for "The Manufacturing Marketer" on your favorite podcast player.
Industrial Marketing Live | Lessons manufacturers can learn from SaaS with Matt Sciannella
We welcome IML and Industrial Marketing show veteran and Refine Lab's Director of Demand Gen Matt Sciannella onto the stage to share what he has learned since shifting industries from manufacturing to SaaS.
We'll pick his brain about:
> His professional transition to SaaS
> A better structure for marketing programs
> Reporting and data visualization
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If you enjoyed this conversation, we hope you’ll consider joining Industrial Marketing Live during one of our future sessions! Learn more and register for upcoming events at https://www.industrialmarketinglive.com.
The Manufacturing Marketer | What is demand generation anyways?
The term "demand generation" can be thrown around as an industry buzzword. In the episode, Mary and Brendon talk about what demand generation actually means for industrial companies.
∙ Defining what results mean
∙ Timeline to marketing ROI
∙ Why results take time
Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/QUe6jdibFXM Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
The Manufacturing Marketer | The Industrial Customer Experience with Chris Belli
Hey everyone, Brendon here from Gorilla 76.
The episode you are about to hear is continuing the conversation on customer experience. On this session, Mary, Brendon and Chris Belli from Studio Sciences discuss how to implement a customer experience program at your industrial company.
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If you enjoyed this conversation visit industrialmarketinglive.com to get registered for the next event.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
The Manufacturing Marketer | Customer experience and leveraging your brand with Chris Belli
Hey everyone, Brendon here from Gorilla 76.
As you may have heard MJ and Matt are hanging up their microphones and have passed the torch to us.
The episode you are about to hear is from Industrial Marketing Live, a live event we run every two weeks. On this session, Chris Belli from Studio Sciences shares his takeaways on the importance of customer experience and how your brand fits into the big picture.
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If you enjoyed this conversation visit industrialmarketinglive.com to get registered for the next event.
To keep an industrial marketing podcast in your feed head to gorilla76.com/the-manufacturing-marketer-podcast/ to subscribe.
Ep 104 - Passing the torch (the Industrial Marketing maturity model)
It's the final episode of the Industrial Marketing Show! But fear not - we have a successor. Introducing The Manufacturing Marketer - a new podcast produced for marketers in the manufacturing space - from our friends over at Gorilla 76. For our final episode, we reflect on almost 2.5 years of the industrial marketing show by breaking down a maturity model for industrial marketing. No matter where you are in your journey, we hope you'll be able to spot yourself in this maturity model and come away with some clear next steps you can take. Thanks for 2.5 great years!
Ep 103 - Marketing Industrial Tech to Early Adopters w/ Nick Wassenberg (Fulcrum)
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.
Ep 102 - Is this product page good enough to sell you a $379 toothbrush?
In this episode, we break down B2C product pages. But there's a twist: we selected pages for products that have a lot of technical specs. Chances are, if you're an industrial marketer, your product has a lot of specs too. Check out how these B2C companies transform their specs in to compelling product narratives. Maybe you can do the same.
Ep 101 - Dust off that origin story and give it an upgrade. Your sales team will thank you.
Hey you! Yeah you, marketing manager at that industrial company that's been in business since 1976. When's the last time someone at your company put real thought in to the story you're telling? We're willing to bet it was a long time ago. In this episode, we make the argument for dusting off that origin story and giving it an upgrade. Your sales team will thank you.
Ep 100 - $150K to $10M ARR Industrial SaaS
MJ + Matt are joined by guest Heikki Tilk, VP of Demand Gen and Marketing Ops at Fractory. Heikki was Fractory's first marketer and a key member of the team, as they grew from $150K to $10M ARR in 3 years. He breaks down the Facebook strategy that powered their early growth, plus traps to avoid when you're propping up demand gen from scratch.
Ep 99 - Unpacking CoLab's homepage redesign, step by step
MJ and her team launched a new homepage last week. In this episode, we unpack all the decisions the team made along the way. Starting with positioning and messaging, all the way down to specific choices about copy and creative. Matt and MJ also discuss how companies can decide when it's time for a homepage refresh. Plus common mistakes industrial companies make with their homepages.
Ep 98 - The business case for industrial e-commerce
E-commerce is still an overlooked play. That may be because there overlooked benefits that extend beyond just the revenue stream. MJ & Matt share insights gained from launching and advising on industrial e-commerce plays in the last 5-7 years.
Ep 97 - Hot Takes with Mary Keough (Gorilla 76)
Matt and MJ are joined by Mary Keough, who - if you haven't noticed - has been lighting up LinkedIn with industrial marketing hot takes lately. We decided to chime in with some hot takes of our own, which made for a fun episode. Do you agree with these hot takes? Give it a listen and let us know.
Ep 96 - Setting up CRM right the first time
Setting up your CRM right the first time will save you a lot of headaches down the road. Matt breaks down key areas to pay attention to, as you set up CRM and MJ chimes in with a few observations from the segmentation & product marketing perspective. Later in the show, MJ breaks down messaging pyramids, a useful tool for organizing early messaging and customer research, especially in a new role.
Ep 95 - Should you leave industrial to work in SaaS?
MJ & Matt both started in industrial companies and now work in SaaS (Matt on the agency side & MJ in house at a company that sells SaaS to industrial companies). In this episode, we discuss the pros and cons of being an industrial marketer vs. being a marketer at a SaaS company (or agency). Spoiler alert - both have their advantages. In the second half of the episode, we get tactical, with a deep dive on solutions pages (not product pages, solutions pages!)
Ep 94 - Let's play the logarithmic budgets game (how we'd spend $0, $10K, $100K, $1M, and $10M)
In this episode, Matt and MJ lay out what they'd do as a marketing leader, with a $0 annual budget, all the way up to a $10M annual budget. Where do you spend your time? What tools do you have? What channels are you on and how much do you spend? Who is on your team? Have a listen and let us know if you agree with our strategy.
Ep 93 - Setting up your site navigation
There is so much upside to a solid site nav. Lots of traps too. In this super tactical episode, MJ and Matt break down common site nav mistakes and provide proven approaches to setting up a site nav that works for you. We even throw in some data heavy approaches, for those of you that love the quantitative stuff.
Ep 92 - Creating new demand with LinkedIn ads, a crash course w/ Blake Strozyk (Refine Labs)
Matthew Sciannella joins Blake Strozyk as a guest on The Marketing Movement podcast from Refine Labs. Blake and Matt, who both have industrial marketing backgrounds AND experience with B2B SaaS, do a deep dive on how to get started with LinkedIn advertising. LinkedIn is a great platform for creating new demand with your target audience. It's a great tactic if you're looking to capture market share or launch a new product. These guys have both managed pretty significant ad budgets, but they've also done a lot with small budgets working directly with B2B manufacturers.
Ep 91 - Pragmatic attribution for manufacturers
Attribution is full of traps. If you measure the wrong things, you incentivize the wrong marketing tactics. There's lots of talk of attribution in the B2B software world. But what about for industrial companies? Should you measure the same things as a software company? Matt & MJ break down attribution and share tips for measurement and reporting in an industrial context.
Ep 90 - Navigating Product Launches with Grace
Product launches can be tough. There's a lot riding on them. That's why in this episode, we prepare you to navigate your next product launch with grace. Of course, that starts with proper product planning using a process like Stage Gate. But what happens if you inherit a product that's ready to launch and no one has done a business case? It does happen. We talk about traps to avoid in this situation (featuring the worst professional conversation of MJ's career).
Ep 89 - There's more to field marketing than tradeshows with Nick Bennett (Alyce)
When industrial companies hire a Marketing Manager, are they really looking for a Field Marketing Manager? Tradeshows, swag, and collateral are the most asked for marketing deliverables in industrial - there's no denying it. But most industrial companies don't approach these things in a strategic way. That's where a skilled field marketer comes in. MJ & Matt are joined by Nick Bennett - the #1 field marketer on LinkedIn (according to MJ). In this episode, we dive into field marketing - how it's aligned with ABM, how to create a strategy behind it, and best tools for execution.
Click here for 50% off Nick's new course, the The Real ABM Playbook
Ep 88 - Frameworks to supercharge your organic marketing
You know what's great about organic channels? They're free! Kind of. The problem is that a lot of companies fail to make the most of these opportunities. Matt + MJ cover tactical tips and frameworks for getting blogging and organic YouTube right.
Ep 87 - A healthy dose of goal setting acronyms (OKR's, KPI's, and EOS)
As we wrap up 2021, you're probably looking at some 2022 goals. We break down some common approaches to goal setting and performance management. What's an OKR? What's a KPI? When do you use them? How to use them. Plus some random chatter on EOS, the management system used by both of our companies (and many more!)
See you in 2022!
Ep 86 - Tactical Customer Listening
Why don't more companies do customer research? Because it's hard. And nobody teaches you how to do it. Let's change that. MJ and Matt dive into some nitty gritty questions and tactics for customer listening.
Ep 85 - 2022 Predictions
Our predictions on SEO, events, martech, demand gen, and e-commerce in the industrial space going into 2022. Plus, how is the role of marketing in industrial companies changing? And what does that mean for hiring and compensation?
Ep 84 - Instagram is an uphill battle, but you can still be early to TikTok with Todd Clouser (Refine Labs)
In 2014, a few early movers (including some savvy industrial companies) built huge followings on Instagram. When the rest of the pack tried to get in, it was a lot tougher. Is the same thing happening on TikTok in 2021? And if so, how can you be early this time? Todd Clouser is one of the few people that has *already* gone viral on TikTok on behalf of an industrial company. He joined us to talk about:
- What's the opportunity for industrial companies on TikTok?
- How to get started with TikTok
- Personal pages vs. company pages
- How to leverage the comments
- How to think about TikTok ads and sponsorships
Ep 83 - A Sneaky Content Play for Regulated Markets with Eve Edwards (Fortress Safety)
This is a must listen episode if you sell into regulated markets. Matt + MJ are joined by Eve Edwards, Head of Machinery Safety - Europe at Fortress Safety. Eve breaks down the integrated content strategy they're using to dominate LinkedIn organic and win business with dream accounts. Spoiler alert - it all started with paid online training courses. Plus - how Fortress is using LinkedIn polls for good instead of evil.
Ep 82 - The Buddy Branding System w/ Eddie Saunders (Flex Machine Tools)
Eddie Saunders sits with Matt and MJ to talk about his video blog project Flex & Friends and how he is helping bring stories from the machine world into the mainstream on LinkedIn. Eddie talks about where he got the idea for the project, how we sources and makes guests feel as ease, how his company has benefited from the project, and what conversations it's sparked around the machining industry since starting the series.
Ep 81 - Zero to One Content Marketing
Matt and MJ talk about starting your content program for zero. The begin by determining what you should audit, how your findings and positioning and segmentation can and should guide your decision-making, mediums that are not worth pursuing at the outset, and content types that are harder now than they were 12 months ago and what you can do about it.
Ep 80 - Reimagining How Your Market Perceives You w/ Johanna Lidgren (Kawasaki Robotics)
Matt talks with Johanna Lidgren of Kawasaki Robotics to talk about navigating a massive rebrand for Kawasaki. She discusses vetting an agency, what outside perspective gave the company, why they went away from the classic industrial buzzword language, approaching a rebrand as a challenger brand, and making the jump from Marketing Specialist to Marketing Manager.
Ep 79 - Why Aren't Industrial Executives Using Social Media More For Their Business?
Matt and MJ discuss the reasons why industrial executives are still not leveraging LinkedIn or other social media channels the way they could. They talk through each of the objections they commonly see, how marketers could work with their executive teams to develop an organic though leadership strategy, and ways to sell the program to the executive level around their selfish benefits.
Ep 78 - Kill Industrial Buzzwords from Your Website and Transform Your Messaging
Matt and MJ touch on classic industrial buzzword traps to avoid at all costs that they see all too often and why they don't resonate with your audience. They then introduce two different use cases: one "bottom up" and one "top down" approach to transform your bland website copy and messaging into something more action-oriented and compelling.
Ep 77 - The Ideal Google Analytics Setup for Industrial Marketing
Matt and MJ walkthrough an ideal Google Analytics setup and how to analyze within GA appropriately. They talk about filtering views, goal setup, the Acquisitions menu, connecting other Google products and why it's so important, and how the Multi-Channel Conversions tool is useful for explaining the buyer's journey for your executives.
Ep 76 - Reflecting on the Future of Trade Shows
Matt rides solo this week and recounts his experience at FABTECH in Chicago during last week. He discusses which companies did well, which companies did not, why, and what marketers can learn from trade shows in the post-COVID world in his opinion to thrive with them as part of the marketing mix.
Ep 75 - How to Own a Number (and when to take the "L") with Lindsay Ojeda (Maysteel Industries)
If you want a seat at the table, you need to own a number. Lindsey Ojeda joins us this week to explain her roadmap for working backwards from a number to the plan. We talk hiring, channel strategy, sales alignment, and when to take an "L." Lindsey is the Director of Marketing at Maysteel Industries.
Ep 74 - Four Marketing Programs We're Breaking Up With
Matt and MJ talk about marketing programs that have continuously disappointed for them and explain why they are breaking up with them forever (and you should, too). They then give alternatives to each of their break-up candidates for a more impactful use of your time and budget.
Ep 73 - Breaking Down YouTube Ads for Industrial Marketing
Matt and MJ walkthrough YouTube Ads soup to nuts. They cover targeting principles, budgeting, how to vary your ad groups to maximize coverage, and the easy traps to avoid around demographic and channel targeting. They also discuss making the YouTube Ads case to leadership and the kind of content that is impactful when using YouTube ads.
Ep 72 - Marketing Job Interview Masterclass
Matt and MJ discuss job interviews for positions they interviewed for and for people they interviewed to joined their team. They talk about key questions to expect, how to answer, and questions YOU should have prepared to ask the interview team to make sure it's a good fit for you. They also discuss how to approach interviews and job pursuits when jumping from industrial to SaaS.
Ep 71 - Speaking the Language of Leadership
Matt and MJ discuss key terms and topics that will interest your leadership when talking your marketing program. In particular the go into aspects of revenue, cash, margins, inventory, and customer insights. They also touch on how to frame these topics within your marketing program to impact these key variables and how to talk about marketing's impact on these.
Ep 70 - Drafting The Perfect Industrial Marketing Department
Matt and MJ discuss the ideal marketing department and “draft” their first, second, and third hires. They also discuss how the approach changes if Product fell under marketing or if marketing was a separate department entirely. They also talk about the pros and cons of outsourcing functions like content, ops, and demand gen instead of hiring and developing in-house.
Ep 69 - Building Your Personal Brand w/ Tara Horstmeyer
Matt talks personal brand building on LinkedIn with Tara Horstmeyer, formerly of Gravy and currently the founder of Happy Words. Tara talks about her 3-step framework to building confidence with LinkedIn, her six step framework for LinkedIn posts, and how you can create following and community without having a “leadership” position within your company. Tara also talks about traps to avoid and the patience it takes to build something for yourself on LinkedIn and what realistic expectations should be.
Ep 68 - LinkedIn Ads Crash Course for Industrial Companies
Matt and MJ talk about running LinkedIn Ads for manufacturing companies. They discuss overarching strategies, targeting fragmented audiences, ad delivery best practices, measurement & analysis, and the best ways to work with small budgets.
Ep 67 - Industrial Sales Pages that Sell w/ James Laurain
James Laurain joins Matt and MJ to discuss how to flip the product page on it's head. He discusses how to approach the product page like a sales letter, an ideal framework to writing a sales page, why industrial companies are so obsessed with features (and why that's wrong), writing about benefits and making them stand out, and how to inject humor and pattern disruption into your copywriting.
Ep 66 - Leading Metrics to Care About for SEO, SEM, PR, & Paid Social
We champion pipeline and revenue all day, but we also know those things take serious time to produce. So, what should you be looking at and caring about on the road to revenue? Matt and MJ breakdown those leading metrics you ought to be following depending on your marketing mix and how to assess progress.
Ep 65 - How to Thrive with Small Budgets on Google Ads w/ Aaron Weekes (Gorilla 76)
Aaron Weekes of Gorilla 76 drops by the show to talk with Matt and MJ about Google Ads. He starts with a beginner's approach to Google Ads for manufacturers, including proper conversion setup, keyword research, and campaign setup. He then dives into best practices around page experience, testing, and measurement and analysis before detailing traps to avoid in your Google Ads to make sure your campaigns are oriented towards revenue and demand gen.
Ep 64 - Creating Newsletters Worth Consuming w/ Ashley Guttuso (Simple Focus)
Ashley Guttuso, Director of Marketing at Simple Focus, joins Matt and MJ to talk the newsletter in industrial marketing. She discusses best practices when launching a newsletter program, expectations, the traps you MUST avoid for an effective newsletter, and the pros and cons between curating and creating your newsletter. She also discusses KPIs around newsletters and selling the newsletter to your executives as a content play when they may be skeptical.