In this episode of IMC Live, we sit down with Josh Rozman — the one-person marketing team at Oberlin Filter Company — to unpack how creativity and tech are reshaping industrial marketing.

Josh shares how he tackled one of manufacturing’s biggest challenges: marketing attribution. From “ghost hunting” lead sources to rolling out call tracking via CallRail, Josh talks us through the tools and tactics helping him earn internal buy-in and optimize spend.

But that’s just half the story.

We also meet Phil — an AI-powered chatbot and animated brand mascot that handles weekend calls, screens leads and helps humanize Oberlin’s technical offerings. Phil isn’t just a gimmick — he’s a scalable, brand-owned asset helping bridge the gap between web traffic and sales conversations.