The Marketing Schematic
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© Top Floor
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Welcome to The Marketing Schematic, the podcast that dives into the rapidly transforming manufacturing industry, and how sales and marketing teams are driving forward. In each episode, we discuss marketing, business, or operational trends in manufacturing, and talk to subject matter experts on what they're doing to stay ahead of it all.
30 Episodes
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In this episode of The Marketing Schematic, join hosts Ann Cotter and Chad Spaude as they explore how marketing for manufacturers has evolved over the past 12 years. They discuss how marketing has shifted from a transactional, checklist item to a data-driven, strategic revenue driver. They also share predictions for the future, including the impact of AI, and offer timeless advice for "future-proofing" your marketing efforts. Tune in to discover how manufacturing marketing has changed and what you need to know to stay ahead of the curve! Let's talk!Top Floor websiteContinued Reading
Marketing shouldn’t feel like juggling mismatched pieces. In this episode of the Marketing Schematic, Anne and Andrea break down why piecemeal marketing stalls growth - and how a cohesive, data-driven strategy can finally get all your efforts working together toward measurable results.Top Floor websiteDiscover how to build a unified marketing strategy that works. In this episode, we share tips to eliminate silos, align your efforts, and create a plan that delivers measurable results. Let's talk!Continued Reading
Is SEO dead in 2025? Think again! Join Anne Cotter and Andrea Yank as they dive into how AI is transforming the world of SEO and organic traffic. Discover why Google impressions are up but clicks are down 30% , and what "Generative Engine Optimization" (GEO) really means for your content strategy. Learn how to leverage AI to your advantage and shift your focus to the KPIs that truly matter for conversions. If you're wondering how to thrive in this new AI-driven landscape, this episode is a must-listen!Continued Reading (Blog)Top Floor websiteWant to discuss more about AI? Let's chat!
In this episode, Justin Kerley and Chad Spaude talk through the details of Top Floor's upcoming acquisition of Concept Co. - effective May 1, 2025. Here's to a bright and exciting future!Learn more about the acquisition, here.
In this episode of The Marketing Schematic, we sit down with Dylan Pieri, Executive Producer and Co-Founder of Digital Alliance Productions, to explore effective video marketing strategies specifically for the manufacturing industry. Discover the different types of video content that resonate with B2B audiences, learn the ins and outs of the video production process, and gain actionable insights on how to leverage video to enhance your brand. Dylan shares his expertise on visual storytelling and how manufacturers can create compelling videos that make their lives easier, safer, and more prosperous. Learn how to go 'Beyond the Brochure' and use video to connect with modern buyers. Visit topfloortech.com and digitalalliancemedia.com for more information. See the Digital Alliance production process and check out the JB Industries video at https://www.youtube.com/watch?v=ALdEmnBs16o . Connect with Dylan on LinkedIn at https://www.linkedin.com/in/dylanpieri/. "
Join us as we explore the intricate world of brand unification with marketing expert Angela Halverson. In this episode, we’ll delve into the strategies, challenges, and best practices for successfully merging multiple brands into a single, powerful entity.
With her wealth of experience, Angela will share valuable insights on:
The Strategic Approach: Understanding the key factors to consider when planning a brand unification.
Involving the Right People: Identifying the stakeholders crucial to the success of the rebrand.
Navigating Roadblocks: Anticipating and overcoming potential hurdles in the process.
Leveraging Multi-Channel Marketing: Effectively utilizing various channels to communicate the new brand identity.
Building Strong Vendor Relationships: Collaborating with external partners to execute the rebrand seamlessly.
Tune in to learn how to create a cohesive and impactful brand that resonates with your target audience.
topfloortech.com
Angela’s LinkedIn
In this episode, learn how to craft a unified digital marketing strategy that gets results for your manufacturing business.
You'll discover:
Why ditching siloed marketing is crucial for a smooth customer journey
How to map your ideal customer's buying process for manufacturing products
Which digital channels (SEO, PPC, social media, email) to use at each stage
How to leverage data from paid search to inform SEO and optimize content
Strategies to break down team and data silos
Key metrics to track your success
How to adapt your strategy based on industry trends
This episode of tackles the specific challenges of launching industrial products. We're joined by Stu Accola, a B2B marketing expert with over 15 years of experience guiding industrial companies through successful product launches.
Stu will shed light on the common pitfalls that can derail your launch, and equip you with the strategies you need to make a splash. Learn how to:
Avoid mistakes that can sink your product
Craft an impactful launch plan
Capture the attention of your target market, even with a small team
So, whether you're a seasoned product manager or just starting out, tune in and discover the secrets to a successful industrial product launch!
Stu Accola's LinkedIn
topfloortech.com
In this episode, we dive deep into the world of eCommerce for manufacturers. We'll explore why more and more manufacturers are embracing online sales channels, and equip you with a practical guide to get your business eCommerce-ready.
We'll cover key areas like:
The compelling reasons manufacturers are turning to eCommerce
How to develop a winning eCommerce strategy
Choosing the right technology to support your online sales
Crafting compelling product content for the digital marketplace
Optimizing your product structure for online success
Common roadblocks manufacturers face in eCommerce, and how to overcome them
By the end of this episode, you'll have a roadmap to navigate the exciting world of eCommerce and take your manufacturing business to the next level.
topfloortech.com
Feeling the lead gen pinch? In this episode, Anne, Justin and Chad will guide you through a powerful DIY Lead Generation Audit, helping you identify leaks in your sales funnel and maximize its potential.
We'll break it down step-by-step, covering:
The Big Picture: What are we reviewing, and why is this audit so important?
Knowing Your Enemy: How to gather intel on your competitor's marketing and lead gen strategies (plus the tools to make it easy)
Marketing Under the Microscope: Analyzing your own marketing activities to see what's working and what's not
Website Woes? Uncovering UX issues hindering lead capture on your website
From Audit to Action: Prioritizing your findings to optimize your lead generation efforts
Stop the lead gen drain! Tune in and learn how to identify the weak spots in your funnel and watch your sales pipeline overflow!
Website - topfloortech.com
This episode is a recording of our recent virtual workshop, "Manufacturing Growth: A Roadmap to Your Digital Strategy."
Join Andrea and Anne as they dive into how to leverage digital channels to:
Conduct effective audience research to understand your target market.
Utilize data from digital tools (both first-party and third-party) to set achievable goals for your virtual strategy.
Continuously measure and adapt your strategy as you put it into action.
Want to see the workshop in action? Head over to our website, topfloortech.com, to find the video recording.
Ready to take your manufacturing business to the next level? Tune in and gain valuable insights for crafting a winning virtual strategy!
Building a website is a journey, not a destination. Choosing the right partner is crucial for a successful outcome. This episode equips you with 12 essential questions to ask potential website partners before you sign on the dotted line.
Key Questions Covered:
What does your typical project team look like?
Do you outsource any component of the work that goes into our project?
What sets your solution apart from the competition?
How do you ensure we stay on track for budget and timeline?
What will our involvement be in this project?
Can you show us a demo of the platform and admin experience?
What other companies have you worked with in our industry?
What’s your process for optimizing the website for organic search?
What challenges do you foresee with our project or what makes it unique?
What does success look like to you for this project?
What are the ongoing costs and the process for upkeep and maintenance?
What happens if we decide to part ways?
This episode dives deep into the essential steps for planning your new manufacturing website. We'll guide you through the key considerations you need to make before diving into development, so you can build a website that attracts, informs, and converts your ideal customers.
Here's what you'll learn:
Figuring out your WHY: What are your goals for your website? How will it support your overall manufacturing strategy?
Organizing internal and external teams: Who needs to be involved in the planning process? How can you ensure smooth collaboration?
Technology and content considerations: Choosing the right platform, creating engaging content, and optimizing for user experience.
Essentials for manufacturers: Unique considerations for manufacturers, like showcasing capabilities, highlighting industry expertise, and complying with regulations.
Whether you're a seasoned marketing manufacturer or just starting out, this episode is packed with actionable insights to help you plan a website that delivers real results.
Tune in and get ready to build a website that works as hard as you do!
In this episode, we delve into the exciting world of fostering thought leadership within manufacturing companies. We explore how to empower your shop floor employees to share their valuable insights and expertise, transforming them from production line heroes into industry thought leaders.
Key Takeaways:
Discover the hidden potential for thought leadership within your manufacturing workforce.
Learn practical strategies to identify and cultivate thought leaders among your employees.
Explore effective methods to amplify your employees' voices and share their knowledge with the industry.
Understand the benefits of creating a culture of thought leadership within your manufacturing company.
Resources
Workshop: Developing an Impactful Thought Leadership Strategy
Top Floor website
In this episode, we are joined by Jim Mayer, host of the Manufacturing Culture podcast. Jim is your answer to turning a “just okay” workplace environment, into one where everyone thrives. Founder of TCO Strategies, Jim uses his 20 years of skilled trades experience to offer culture consultations, interviews, and strategies to turn manufacturing companies into workplaces that thrive on motivated people and innovation. Beyond the office, Jim hosts his podcast where he talks with industry leaders about how they’re cultivating amazing culture inside manufacturing companies.
In this episode, we discuss:
What culture looks like inside manufacturing companies
How manufacturers can begin to curate a positive culture
Leadership strategies for cultivating positive culture
The business (and marketing!) case for culture
TCO Strategies (Jim's organizational development firm):
https://tcostrategies.com/
The Manufacturing Culture Podcast:
https://manufacturingculturepodcast.com/
https://podcasts.apple.com/us/podcast/manufacturing-culture-podcast/id1663578705
In this episode, we discuss the importance of tracking ROI in (digital) marketing, what metrics to look at, how to attribute them, and how financial metrics can help you calculate your ROI. We also discuss the metrics that matter most to your stakeholders to help you generate buy-in.
The 2023 Wisconsin Manufacturing Report identified "new market growth" as the number one revenue driver manufacturers predict in the year ahead. In this episode, Andrea Yank and Anne Cotter discuss how digital channels can be used to investigate new market landscapes including audience, competitors, and trends.
Join us as we learn from Lloyd Brown, Sales & Marketing Director at Marlin Technologies, about best practices for performing a SWOT analysis and how it feeds into your marketing plans.
Top Floor's Sales and Marketing Team discuss their experience at the Wisconsin Manufacturing & Technology Show, where they interviewed both attendees and exhibitors. Hear what their takeaways were and the recorded trade show interviews.
Recruiting for the next generation of skilled labor has been a hot-button issue for many manufacturers over the past several years. In this episode, we discuss the perceptions of manufacturing careers and marketing's role in changing perceptions and filling open seats.
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