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The Industrial Marketing Show

The Industrial Marketing Show

By MJ Peters & Matthew Sciannella
A podcast for marketers in the industrial and manufacturing sector hosted by two marketers who do it every day for industrial companies.
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Ep 31 - Generating $3 Million in Sales Through LinkedIn w/ Michelle Raymond (Good Trading Co.)

The Industrial Marketing Show

Ep 31 - Generating $3 Million in Sales Through LinkedIn w/ Michelle Raymond (Good Trading Co.)

The Industrial Marketing Show

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. Follow James on LinkedIn here.
July 21, 2021
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.
July 14, 2021
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.
July 7, 2021
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.
June 30, 2021
Ep 63 - Quality or Quantity in Your Current Content Program?
Matt and MJ debate whether you should prioritize quality or quantity in your content program and make the case for each. They discuss when in your content program you should emphasize quantity and why, how to get the best of both worlds, and quick hacks to accelerate production while assuring yourself of quality.
June 23, 2021
Ep 62 - How to Get Your Company to Buy the Tech You Need with Carl Ferreira (HubSpot)
This episode is for anyone that's ready to take their marketing to the next level but doesn't know how to get buy in for a bigger investment. You want tools, you want tech, you want to be able to do more than what you can do today. MJ & Matt share their experience selling that kind of investment internally at industrial companies. Plus, our guest Carl Ferreira, Account Exec at HubSpot, shares pro tips he's picked up from selling marketing automation and CRM to manufacturers all across the central Pennsylvania region. We hope this episode sets you up to get exec buy in for whatever you're selling internally.
June 16, 2021
Ep 61 - Overcoming the Industrial Learning Curve w/ Rebecca Hardisty (Camlock Systems Ltd.)
Rebecca Hardisty of Camlock Systems Ltd. talks with Matt and MJ about interviewing engineers. She touches on finding the subject matter champion with your industry, unlocking their expertise into content that's consumable, and how to get traction when you run into serious internal roadblocks. Matt and MJ also recall their own experiences doing the same and tips you can use to get started or accelerate. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
June 9, 2021
Ep 60 - Using the SDR Function to Drive Industrial Growth w/ John Weiler (Path Robotics)
John Weiler of Path Robotics joins Matt and MJ to talk about how Path Robotics uses the SDR function. He discusses tech stack, cold prospecting engineers, prospecting sequences, setting up his team for success, why not focusing on features and benefits is leading them to win, and how industrial companies can do without a technical SDR and achieve major success. He also talks about his winding road from college dropout and entrepreneur to first time sales leader at a manufacturing company with no manufacturing experience. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
June 2, 2021
Ep 59 - Orchestrating a Buyer's Experience w/ Paul Kiesche (Aviate Creative)
Paul Kiesche returns to the show to talk about buyer experiences on industrial websites. He talks about where to prioritize your efforts, the mistakes he sees all the time, how to think about your calls to action and conversion paths, and crafting an experience that works even if you serve a multitude of industries. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
May 26, 2021
Ep 58 - FANUC Facebook Ads Teardown
Matt and MJ dissect FANUC's Facebook Ads strategy and what other manufacturing companies can learn from it. They also provide suggestions on ways FANUC could improve their ad execution, what they do especially well, and how they think FANUC makes this execution cost effective on top of profitable. Follow along by viewing FANUC's Facebook Ads Library here. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
May 19, 2021
Ep 57 - Breaking Down Industrial Unit Economics
Matt and MJ discuss the unit economics in the manufacturing sector and how understanding them from a marketing context can influence decision making. They talk recurring revenue, residual revenue, CapEx, OpEx, and margins, and how each impact how you can go to market. They also give tips on how to best acquire that information to get a holistic view of the business cost drivers and where marketing fits in.
May 12, 2021
Ep 56 - Don't Overcomplicate Industrial SEO. Here's How.
Matt and MJ discuss SEO strategies for industrial companies using the hub and spoke model. They also tell you why you shouldn't get too concerned with the technical aspects of SEO and easy places to find content that will probably perform well that are probably right under your nose. They also discuss Rand Fishkin's growth hacks excerpt from Lost and Founder and talk about why your content likely isn't resonating based on a recent Rand Twitter post. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
May 5, 2021
Ep 55 - Blue Collar Content & Influencer Marketing w/ Jason Becker (Arc Junkies Podcast)
Jason Becker joins Matt and MJ to discuss the development process of becoming a subject matter expert in his space, how to do industrial influencer marketing effectively, and debunks the myth of if blue collar consumers actually listen to podcasts. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
April 28, 2021
Ep 54 - Fast-tracking Your Inbound Marketing Engine w/ Jelle Schut (ERIKS)
Jelle Schut, Content and SEO Lead at ERIKS, talks about starting at a large global industrial product and service provider in the midst of a pandemic, how the company shifted to a digital inbound model, and what the marketing team prioritized at the outset of that shift to accelerate adoption and enthusiasm among the sales team. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
April 21, 2021
Ep 53 - ABM, Demand Gen, or Both for Your Industrial Marketing?
Matt and MJ discuss a LinkedIn poll from MJ about whether ABM is a strategy or tactic and how ABM fits (and doesn't fit) into an industrial marketing program. They also walkthrough when ABM is probably right for you, and when ABM is not a good idea at all based on the dynamics of your company. They also discuss the concept of repositioning as you move from a niche to a broader market based on on excerpt from April Dunford's Obviously Awesome. The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at
April 14, 2021
Ep 52 - Why This Heavy Equipment Manufacturer Decided to Get Serious About Sales Enablement with Daniel Friedman (Eagle Crusher)
Join us for the 1 year anniversary of the Industrial Marketing Show! On episode 52, we welcome Dan Friedman, the VP of Marketing at Eagle Crusher. We explored their recent implementation of BAM! Sales for managing distributor and sales enablement material. For Eagle Crusher, getting the right product information to their customers is critical. How did they select a platform to help get the job done? And what was the implementation like? Can you really align sales and marketing on the same tool? Stream the episode to find out. BAM! Sales: Eagle Crusher:
April 7, 2021
Ep 51 - A Crash Course in IoT for Hardware Companies with Daniel Elizalde (
MJ is joined by Daniel Elizalde, an IoT Product Coach and lecturer at Stanford University. Daniel shares some of his experience launching IoT products, including an energy storage product with a two sided marketplace. We discuss the role of business models, how to get customer sensing right, and why some companies kill products even after acquiring 10 paid customers. 
March 31, 2021
Ep. 50 - Tearing Down Halma's About Us Page & What You Can Learn From It
Matt and MJ walk through the About Us page for Halma plc and dissect it section by section. What's good, what can be better, and where they really resonate with a reader who's looking at them for the first time. Then Matt and MJ offer up suggestions for how you can better utilize your About Us page and why it's more important than ever today based on both data and the current state of the industrial buyer.
March 24, 2021
Ep 49 - Tearing Down Banks Power Unboxing Video, Freelancer Fees, and Flywheels
Matt and MJ go deep into a plasma cutting table unboxing for Banks Power and why it's so effective (hint: storytelling). They also cover their favorite LinkedIn posts from Brooklin Nash and Maya Grossman, and cover excerpts from The Immutable Laws of Marketing and Turning the Flywheel. Banks Power Unboxing Video: 
March 17, 2021
Ep 48 - Metrics, Friction, and Ownership
Matt and MJ discuss metrics they use and rely on to gauge the effectiveness of their marketing programs, where to prioritize to your leadership, friction points you probably have everywhere in your marketing program that you can fix immediately, and two book excerpts from The First 90 Days and Extreme Ownership
March 10, 2021
Ep 47 - Underrated Website Strategy Hacks (Top Nav & Hero CTA's)
MJ and Matt talk about taking some actionable steps off your website data - including heatmaps and search bar data. MJ recounts a recent story where she was able to increase click-throughs on her homepage by 500%, and Matt recounts how he used search bar data to identify a major need for his website and how it helped bottom funnel SEO immensely.
March 3, 2021
Ep 46 - How MedTech Clubhouse Doubled from 25k to 50k Followers w/ Henry Peck (Johnson & Johnson)
When we saw Henry Peck helped orchestrate a ~50,000 person Clubhouse community in the MedTech space we had to have him on to talk about it. And boy, does Henry nail it. Henry talks reducing friction in creating Clubhouse events, why engineers and technology professionals are drawn to Clubhouse, how it will affect the conference space moving forward, winning formats, and navigating the big brand traps of being active in a nascent social media platform.
February 25, 2021
Ep 45 - Setting Expectations in Your Marketing Strategy & Tactics
Matt and MJ discuss expectation setting and managing up to your executive team when setting off ambitious new marketing strategy. They also discuss whether Clubhouse has any relevance in the manufacturing space (hint, it does) and roll off excerpts from Building a Storybrand and Obviously Awesome they find useful for positioning your product in the market. 
February 17, 2021
Ep 44 - Building a Niche Media Juggernaut w/ Adam Barber (Tamarindo Group)
Adam Barber, CEO of Tamarindo Group, joins Matt and MJ and discuss building a PR and media machine from a niche industry - wind energy financing. Adam discusses his journey building Tamarindo, why PR is an underutilized content and marketing tactic for industrial companies, and explains how taking a non-scalable approach brought him credibility and authority that would have never materialized otherwise - and how you can, too.
February 10, 2021
Ep 43 - Comparing DMG MORI's and Praxair's Virtual Experience
Matt and MJ compare the virtual experiences of Praxair and DMG MORI and what can be learned from two different approaches to trying to virutalize the consumer experience for an industrial brand. They also go over a LinkedIn post from Ben Goodey on SEO that caught MJ's eye, and detail a favorite excerpt from Rand Fishkin's Lost and Founder that Industrial Marketers can take in their approach to their careers.
February 3, 2021
Ep 42 - What you can learn from the TASER product page
Matt and MJ dissect AXON's Taser 7 product page and overall website experience in a new episode format. They cover website features, navigation, and how their eStore undermines the rest of their site experience. They also call out their two favorite LinkedIn posts of the week and what's been on their mind from the books they're currently reading.
January 27, 2021
Ep 41 - Your Customers’ Many Jobs to be Done w/ Tony Gunn (MTDCNC Global)
Tony Gunn drops in and talks with Matt and MJ about empathy, thinking outside the box, and understanding the man jobs of your customer.
January 20, 2021
Ep 40 - How I Built this Industrial Podcast w/ Chris Luecke (The Manufacturing Happy Hour)
Chris Luecke from the Manufacturing Happy Hour drops by to talk with Matt and MJ about podcasting in the industrial space and how we was able to create one of the most influential podcasts in manufacturing. He talks content approach, starting small and scaling, how his marketing team took a hands off approach, and making more entertaining content in a vertical that is begging for more creativity.
January 13, 2021
Ep 39 - Can You Run Industrial Demand Gen on $3k per Month?
Matt and MJ ring in the new year (sorry) by wondering aloud if some of the hallmarks of industrial marketing will fall by the wayside after industrial companies proved they could survive without them in 2020. Among the topics they talk about include if trade shows will "come back", why haven't industrial companies been able to build successful communities (and does that change this year), and if the "demand gen" approach to marketing breaks through in manufacturing, and if you can successfully do demand gen on a limited budget.
January 6, 2021
Ep 38 - The Neglected Part of Your Funnel w/ Mike K. Tatum (Survey Monkey)
Mike K. Tatum joins Matt and MJ to dive deep into lead nurturing tactics. Mike breaks down how to get your first nurture started, the smart way to build your lead nurture out (hint: you're overcomplicating it), useful vs. useless touches, and how to map an effective nurture to your sales cycle. He also details the business impact of lead nurturing, including how he used nurture campaign to increase new customer acquisition by over 700%.
December 23, 2020
Ep 37 - The Winding Road from Industrial Sales to SaaS CMO w/ Dave Karr (
Dave Karr joins MJ and Matt to talk his career journey and advising industrial marketers on sales enablement and executive buy-in. Dave recounts his transition from sales at GE to overhauling the marketing program at regional juggernaut Mayer Electric, and then making the switch to nimble SaaS startup Klyck. He also talks professional development, owning the voice of customer, and casting vision in the key areas within an organization.
December 16, 2020
Ep 36 - Playing Offense vs. Defense in Marketing w/ Jen Hartmann (John Deere)
Jen Hartmann, Director of Social Media and Public Relations for John Deere, joins Matt & MJ to discuss John Deere's approach to social media and public relations and how they play offense and defense using both programs. She discusses cultivating media relationships, structuring your social media strategy around active listening, organic vs. paid social activities, and how John Deere activates (and observes) their users across channels. 
December 9, 2020
Ep 35 - My First 90 Days as VP Marketing w/ Dan Richards (Xometry)
Imagine you just started at a new company. You own the marketing department. And the company is wanting to launch a completely new category with you at the helm – going to the same audience they’ve relied upon for so long. So, where the heck do you start? MJ and Matt welcomed Dan Richards of Xometry on the show to talk about that exact scenario. Dan discusses positioning, tactics, promotional considerations, organizing the team, and what he would do differently if could wave a magic wand and do it all over again.
December 2, 2020
Ep 34 - Industrial Martech Fact or Fiction
Matt and MJ talk marketing tech for the industrial space. What do you need and what’s not worth it? Is a tool like HubSpot even necessary for you? And what do you have to do to build the case for it? They also discuss other tools they use, like, and don’t like for SEO, copy, audience intelligence, design, video, social media, and website analytics. If you’re evaluating tools or looking for ways to improve on your processes and insights, this is a must listen episode. NOTE: We're taking off for Thanksgiving, and will return with a new show December 2nd.
November 18, 2020
Ep 33 - Crushing Your Next Case Study w/ Joel Klettke (Case Study Buddy)
Case studies and marketers in the manufacturing space have a love/hate relationship. We love to get them, but too often find ourselves not in love with the end result. But what if the success of your case study had more to do with preparation than the actual interview?  Matt and MJ talked with Joel Klettke, who outlines an absolutely masterful method for designing the perfect industrial case study. He walks through identifying candidates to designing the right questions to the proper Case Study format and finally proves that you can even make an impactful Case Study from the dreaded "anonymous" customer. This is 41 minutes of pure gold. Grab your notebook.
November 11, 2020
Ep 32 - How to Multiply Your Content Output Using a Keystone Content Strategy
Matt and MJ discuss the Keystone Content strategy, otherwise known as Content Pillaring, and the different ways to execute using webinars, podcast, or video. They talk about the best ways to execute it start to finish, how it lessens your subject matter experts time while multiplying their influence, and how it allows for you to waterfall long form content into micro-content formatted for the channel to drive brand awareness.
November 4, 2020
Ep 31 - Generating $3 Million in Sales Through LinkedIn w/ Michelle Raymond (Good Trading Co.)
Michelle Raymond, CEO of Good Trading Co., talks about her early adoption of LinkedIn 5 years ago in the manufacturing space. She describes how value-based thought leadership grew her network and her quota, how she transferred that practice from the chemicals industry to industrial safety, and what her current clients in the industrial industry are doing now to use LinkedIn to drive successful business results.
October 28, 2020
Ep 30 - How to Build an Industrial Media Movement w/ Jake Hall (The Manufacturing Millennial)
Jake Hall, known as the "The Manufacturing Millennial", joins MJ and Matt to discuss growing his network from 1,000 to 10,000 LinkedIn connections and it's impact to his personal and professional development. Jake talks about how he's repurposed old content in a branded, episodic series, what industrial companies are missing when it comes to building audience & it's impact to business, how industrial companies can attract young up and coming talent, and where he's hoping to take his movement in the future.
October 21, 2020
Ep 29 - Dominating Your Market Through Outcome-driven Innovation w/ Dave Loomis (Loomis Marketing)
Matt and MJ talk with Dave Loomis about the Outcome-driven Innovation approach. Dave talks about how to apply this principle in your industrial organization, what outcome-driven innovation is, common traps to avoid, and details the approach through several use cases he's used in his career for industrial product companies to innovate their product and dominate their market. Dave also discusses his new book, "Marketing is Everything We Do - How Serving Others Brings Success in Business and in Life" due out in December.
October 14, 2020
Ep 28 - Lessons from Website Overhauls
MJ and Matt ride without a guest to talk about their combined lessons from doing 5 website overhauls in their. career. They discuss positioning, ecommerce in the industrial space, copywriting, conversion paths, and more. They also talk about ways to increase conversions on your industrial website and the most effective ways to write for and to your audience.
October 7, 2020
Ep 27 - How an Industrial Salesman Creates Marketing-Level Brand Awareness w/ Chris Bliven (Fronius USA)
Chris Bliven of Fronius drops in to chat with Matt about his personal YouTube channel milkycereal83.  Matt and Chris discuss how Chris leverages his personal YouTube channels to help create brand awareness, help with his dealer partnerships, and creates a grassroots level affinity for his company. He also talks about how his global industrial company responded, and why more Salespeople don't do more marketing activities to help their careers. Chris also gives some great tips on how he comes up with a tracks ideas, how he films and edits, and what his creation process is like.
September 30, 2020
Ep 26 - What 17,000 Experiments Say About Conversion Rates w/ Khalid Saleh (Invesp)
Kahlid Saleh, CEO of Invesp, drops by the show to talk with Matt and Korina about Conversion Rate Optimization for B2B companies. Khalid discusses the importance of testing BIG ideas, common A/B testing mistakes, the myth of growth hacking, and "settles" the debate of chat bots vs. forms.
September 23, 2020
Ep 25 - Getting Lock-tight Sales Team Alignment w/ Maja Foster (Hexagon Manufacturing Intelligence)
Matthew and MJ chat with Maja Foster about creating marketing and sales alignment. Maja talks about building trust between the two teams, how to set expectations properly between the two departments, and unconventional campaigns she's ran where she sought sales feedback before executing - and the results that followed.
September 17, 2020
Ep 24 - A Manufacturing CEO's Perspective on Marketing with Gavin Hodgins (FloatPac Pty Ltd)
Gavin Hodgins is a CEO that believes in marketing, but it hasn't always been that way. He tells us about how an early experience getting messaging right (and subsequently closing a lot of sales) changed his perspective forever. That led him to invest more money in a website overhaul than his entire marketing budget from the prior year. Since then, marketing has enabled FloatPac to change their business model, increasing profitability and bringing them closer to their customers. Plus - the crazy story of how FloatPac started making masks during COVID-19. They ended up on the local news, 100K visitors crashed their website - and the rest is history!
September 9, 2020
Ep 23 - Inside An Industrial Giant's Product Marketing Transformation with Ivan Paredes (Bosch Technologies)
In this episode, we go inside Bosch's transformation from product focused to customer focused, five years in the making. How did the organization change its structure, processes, and goals to prioritize customer needs? It was no easy feat for this industrial giant with a market cap over $300B. Ivan Paredes, Head of Product Marketing for Latin America, has been with the company throughout. He shares the challenges and wins, emphasizing the company's change in perspective and how they achieved buy in at scale.
September 2, 2020
Ep. 22 - The Future of Industrial Content
Matt and MJ go no guest and talk about the evolution of their content approach from the beginning of their careers to today. They talk SEO, Paid Media, leveraging subject matter experts, writing for consumption, and where they think the biggest bets are to be made in industrial content going forward.
August 26, 2020
Ep. 21 - Hiring a Marketer Who Won't Suck with Larry Cassesa (ABICOR BINZEL)
Face it, most marketers in the industrial sector work under sales. So if you are one of those companies with that structure, how do you make a successful hire who owns the department? Larry Cassesa, Director of Sales for ABICOR BINZEL, describes making that first marketing hiring, what qualities to look for, and how the stage of your business should impact your thinking.
August 19, 2020
Ep 20 - Pandemic-Proof Sales Growth Through SEO with Kim Herrington (Orsanna)
Kim Herrington, Creative Director and Founder of Orsanna, breaks down how Big John Tree Spades grew their organic search traffic +392%, powering sales growth even in the midst of COVID-19. This is a deep dive into SEO audits, content creation, content optimization, and building back links. But don't worry, we skipped the jargon and went straight to the facts.
August 12, 2020
Ep. 19 - How to Topple Industrial Goliaths with Ashley Levesque (Soft Robotics)
Ashley Levesque, Senior Marketing Manager for Soft Robotics, joins MJ and Matt to talk about being a challenger brand, using humor in your marketing, differentiating yourself from the status quo, and how she built a startup industrial marketing program from the ground up - without a marketing background.
August 5, 2020
Ep 18 - How We Launched A New Product in 3 Days with Rob Stark (Fortress Interlocks)
When COVID-19 started really impacting manufacturing businesses, Fortress Interlocks was ready to rise to the challenge. In just 3 days, they completely re-positioned their product offering as an automated solution for checking employee temperatures. They created the messaging, built a website, and started promoting their solutions. In the weeks since, they have achieved over 100% ROI on their initial investment and started selling to several key accounts they previously had no relationship with. Learn how they pulled it all off in this episode with Rob Stark - President of Fortress USA and former Director of Product Management.
July 29, 2020
Ep 17 - Growing Your Industrial Business with Digital Products with John Clifford (learnd)
John Clifford is the CEO & Co Founder of smart buildings startup learnd. Prior to founding his company, John held senior positions at Halma, relayr, and Cisco. In this episode, John explains how industrial companies can evaluate digital disruption and digital business opportunities in their markets. For marketers, we talk about the key skills you need to build now to become a driver of digital innovation in your company.
July 22, 2020
Ep. 16 - Industrial Inbound Culture with Todd Hockenberry of Top Line Results
We got back to back on Todd with Todd Hockenberry of Top Line Results. Todd details his beginning in Inbound Marketing and Sales - before the term was even known - and explains how to build an Inbound culture at your industrial company through transparency, vulnerability, and a holistic strategy.
July 15, 2020
Ep. 15 - How to Grow to 500k YouTube Subscribers with Todd Clouser (
Todd Clouser of joins Matt and MJ to share how he started from an early 90s internet domain snap up without a direction to the world's most frequented welding YouTube channel, with more than half a million subscribers. Todd talks about the early days of, how changing from short to long-form content became a turning point in the channel, ways to monetize without selling your soul, and how to do industrial affiliate marketing in a way that elevates your brand.
July 8, 2020
Ep. 14 - Planning a Winning Industrial Product Launch with Anibal Sepulveda (Hypertherm)
Anibal Sepulveda of Hypertherm joins Matt and MJ to talk about product launches. In the pod, Anibal goes over the planning timeline, how they divvy up marketing manpower to push and pull the product, how they measure (and counter measure) success, and why they don't use artificial milestones like industry trade shows to rush or delay product launches into the market.
July 1, 2020
Ep. 13 - Crafting Industrial Messaging That Stands Out with Paul Kiesche (Aviate Creative)
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.
June 24, 2020
Ep. 12 - Industrial Inbound in the European Market with Karim Bouras (Nile Agency)
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.
June 17, 2020
Ep. 11 - Launching Your Industrial ABM Program with Daniel Englebretson (Khronos)
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.
June 10, 2020
Ep. 10 - Starting Your Industrial Marketing Program from Zero with Selim Maalouf (Technica International)
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. 
June 3, 2020
Ep 09 - Becoming the Apple of Manufacturing with Graham Immerman (Machine Metrics)
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.
May 27, 2020
Ep 08 - Industrial Content Strategy with Winston Henderson
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.
May 20, 2020
Ep 07 - Partnering with Distributors to Win Your Market with Korina Edwards (Right Weigh)
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.
May 13, 2020
Ep 06 - Rebranding a Manufacturing Company with Henry Langston (Ocean Insight)
Matt and MJ talk with Henry Langston, Chief Commercial Officer at Ocean Insight, about executing a brand overhaul at your industrial company.  We talk with Henry about where the best place to focus your energy is, why alignment is key and how to get it, accommodating diverse opinions and feedback, and how making tough decision like changing agencies are necessary to get a lasting result.
May 6, 2020
Ep 05 - Rocking Your Industrial Webinar with Sofia Nordenstam
MJ and Matt talk with Sofia Nordenstam on her experiences with webinars, best practices, promotional strategies, and setting up your first (or second, or third) webinar up for success.
April 29, 2020
Ep 04 - How Industrial Buyers Have Changed and What to Do About It with Joe Sullivan (Gorilla 76)
Joe Sullivan of Gorilla 76 drops by the show to talk with Matt and MJ about how he became an industrial-focused marketing agency, how industrial consumers have changed the way industrial companies need to market, his approach to an effective marketing strategy for industrial companies, and touching on content taboos like Price.
April 22, 2020
Ep 03 - Voice of Customer with Aaron Haynes (Manitou Heavy Equipment)
Matt and MJ talk with Aaron Haynes, Global Product Manager for Manitou Heavy Equipment, on Voice of Customer programs for industrial companies.  Aaron breaks down tactics for getting the right results, how to utilize 'The Council' to get an effective VOC program on both sides, and where most industrial companies fall short when it comes to effectively implementing VOC across the organization.
April 15, 2020
Ep 02 - Getting Started with Video Marketing with Devon McCarty (Mazzella Companies)
In our first guest episode, we talk with Devon McCarty, Senior Videographer at Mazzella Companies. Devon talks about getting subject matter participation, why he fired himself from video, tactics for positioning your YouTube channel, starting out if you're in the beginning stages, and building a business case for your President.
April 14, 2020
Ep. 01 - Introduction
Welcome to the Industrial Marketer Podcast! A podcast for marketers and by marketers in the Industrial and Manufacturing space. This episode introduces the hosts, Matt and MJ, details their individual journeys through the marketing profession, outlines the hopes and dreams (yes, we have dreams!) of the podcast, and gives you the lowdown on how to get in touch.
April 10, 2020