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The pandemic forced a massive, two-year pause in the industrial trade show world. And while we learned that we need to do a much better job of treating our websites like an always-on exhibit, we also learned that the in-person aspect is difficult to replace. In the latest edition of the Industrial Marketer Podcast, co-hosts J
The incentive for adding video to the mix for your manufacturing marketing comes down to three key factors: people prefer visual learning, search algorithms increasingly reward sites with video content, and users engage through video at much higher levels than with other forms of content. In this edition of the Industrial Marketing podcast hosts Joey and Nels discuss 5 ways manufacturers can leverage video in their marketing.
Industrial buyers have high expectations when they visit your manufacturing website. They want to learn how you can help alleviate their pain points and that you will be able to answer their specific questions. They want to see what your products can do for them, and they want as little friction as possible in being able to configure a solution, get a rough cost estimate and determine if you are a serious contender for their business. This episode of the Industrial Marketer Podcast discusses how to meet their expectations.
You can improve your chances for a successful hiring campaign if you follow these three guidelines. Effective recruitment starts with: 1) defining your employer brand, 2) clarifying your candidate personas, and 3) developing your strategic playbook. The Industrial Marketer podcast offers up a roadmap. 
The industrial buying journey has evolved into buying committees and an extremely elongated, complicated process. That makes the consideration phase especially crucial for sorting out who you will be doing business with.
As the world has become more digital, the industrial buying journey has become more complex. It’s an elongated, non-linear process that usually involves multiple stakeholders from each prospective company or current client. The stakeholders are doing massive amounts of online research independent of each other before anyone engages with the seller. That means it is more important than ever to understand who you are marketing to and when those touchpoints are taking place.
Don’t let your clients’ hesitancy to divulge sensitive information stop you from sharing your successes with the marketplace. In this episode, the Industrial Marketer podcast offers suggestions on ways to replace the traditional metric-driven case study with testimonials and success stories. These are powerful pieces for your digital content library that awaits prospects who are increasingly doing research on your website.
A good content plan has become an essential starting point for industrial marketing as the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies. And while there are more content channels and types of content than ever, putting together a content plan does not have to be complicated. The Industrial Marketing Podcast takes you through a simple process for creating a content plan.
Industrial distributors should market themselves based on what value they provide to customers and how they differentiate themselves from competitors, not what products they offer. This is essential as digital becomes the dominant sales channel. 
A successful industrial marketing strategy starts with goals and objectives and seeks to answer how those results can be achieved. Key components for executing against your strategy include content, channels and distribution, and tools to measure and analyze the outcomes.
The industrial sector of our economy is unlike any other. So it comes as no surprise that its well defined segments and elongated buying cycles make lead generation a challenge. In this episode, the Industrial Marketer Podcast looks at how to bring an “industrial” lens to a variety of marketing tactics.
In this episode, we talk about five things that every manufacturer can do to improve their lead generation. The costs are minimal but they will involve a commitment of time and, perhaps, education. But there is a lot of value in these activities.
The Industrial Marketer Podcast is about the intersection of digital marketing and the industrial and B2B sectors. Experts and practitioners in the the field, co-hosts Joey Strawn and Nels Jensen discuss how The Industrial Marketer show came about and set the stage to share trends, tips and tools to help stakeholders such as:Sales and marketing managers focused on qualified leadsMarketing doers who have been delegated a wide range of tactical activitiesAgency professionals who may not be familiar with the sector
Welcome to Industrial Marketer
The elongated buying journeys in the industrial sector are a great argument for using a customer relations management tool. The many touchpoints and check-ins during the journey provide fuel to power your CRM engine, and that data eventually helps you make insights about the best sources for customers and key points in their buying journey.
Developing an Ideal Client Profile not only helps you align your sales and marketing strategies and tactics, it also can help reduce the risks and unintended consequences that come with bringing on new clients. The Industrial Marketer podcast helps you get started.
Co-hosts Joey and Nels give thanks to advances in the industrial marketer sector, from clients embracing new mindsets and technologies to the evolving nature of trade shows and the industrial companies that have become agile and made the most of unexpected opportunities throughout the past two disruptive years.
Lead scoring for industrial marketers doesn’t need to be complex or mysterious for it to be effective. It needs to account for whatever in your typical buying journey triggers when a prospect transitions from interest to intent.
Account Based Marketing (ABM) is not based on nurturing leads, but on nurturing accounts. It’s about working through the many relationships in the complex industrial buying journey: the decision maker, the end user, the influencer, the CFO, the procurement department, etc. Joey and Nels explain in the latest episode of the Industrial Marketer podcast.
Joey and Nels delve into the seven types of sales collateral industrial marketers need to equip their sales team through a typical industrial sales cycle.
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