Could Amazon really be the industrial sales channel you're missing? I talk to an Amazon account management firm that works with manufacturers to get their products on the Amazon platform and meet the buying preferences of a new generation of buyers. 

In this episode of Content Marketing Engineered, Wendy Covey interviews Will Tjernlund, co-founder of Goat Consulting, about the significance of Amazon for B2B businesses. They discuss Will's background, the journey of transitioning to Amazon selling, the advantages of using Amazon over traditional e-commerce, and how to navigate distributor relationships. The conversation also covers identifying suitable B2B products for Amazon, inventory management, optimizing product listings for visibility, and strategies for driving traffic to Amazon listings.

Takeaways

• Amazon is a crucial platform for B2B businesses.
• Using Amazon can be less complex than setting up a standalone e-commerce site.
• Distributors can still play a valuable role in the Amazon ecosystem.
• Optimizing product listings can significantly impact visibility and sales.
  
  

Resources

• Connect with Will on LinkedIn
• Connect with Wendy on LinkedIn
• Learn More About GOAT Consulting
• Register for the Industrial Marketing Summit

If you're familiar with AI and want to take your knowledge one step further, this is the episode for you! We discuss advanced strategies to train your AI for tone of voice, how to utilize custom GPTs, and more. 

This week we're learning from Melissa Reeve, the cofounder of MarketingFrontier.AI. We discuss the integration of AI in marketing, focusing on how to effectively use AI for writing and maintaining a brand's tone of voice. We explore the challenges marketers face when adopting AI, the importance of defining brand voice, and the creation of custom GPTs to enhance content generation. The conversation also touches on advanced strategies for teams, the necessity of persistence and nuance in AI usage, and resources available for marketers looking to leverage AI. Finally, we provide insights on how to gain executive buy-in for AI initiatives.

Takeaways

• The shift from A-B testing to "A to infinity" testing is now possible with AI.
• Articulate differences in tone in your AI prompts for various platforms is key.
• Creating a negative word list in your AI prompts can help refine AI outputs.
• Custom GPTs can streamline content creation for brands.
  
  

Resources

• Connect with Melissa on LinkedIn
• Connect with Wendy on LinkedIn
• Learn More About Marketing Frontier
• Related Article: Technical Marketing in the Age of AI: 2025 Trends and Recommendations
• Related Episode: AI Strategies and Tools for Industrial Marketers
• Related Episode: Differentiate Your B2B Marketing in 2025: Stand Out in an AI-Driven Landscape
• Register for the Industrial Marketing Summit

Do you know which website page is your "money page"? This week, I talk to Mark Manual who shares how marketers can and should optimize the content that's bringing in the most revenue.  

In this episode, Mark Manuel, co-founder of SightSonar, discusses the critical intersection of sales, marketing, and technology. He emphasizes the importance of understanding customer intent, optimizing websites for conversions, and the role of AI in modern marketing strategies. Mark shares insights on building effective bottom-of-funnel strategies, managing expectations in marketing, and the significance of trust and relationships in business. He also highlights the evolving landscape of marketing in manufacturing and the need for continuous improvement in marketing efforts.

Takeaways

• Understanding customer intent is crucial for effective marketing.
• The 'money page' is key to generating leads and revenue.
• Website optimization should focus on user behavior and needs.
• Expectations in marketing should be realistic and data-driven.

Resources

• Connect with Mark on LinkedIn
• Connect with Wendy on LinkedIn
• Learn More SiteSonar
• Related Episode: Is Inbound Marketing Still Working?
• Related Episode: Why Technical Companies Rely on Content Marketing
• Register for the Industrial Marketing Summit

 Are you finalizing your 2025 marketing plans? This episode will help you take a look at which of your initiatives could be disruptive to your team if not introduced thoughtfully. Today we're talking about change prioritization and how to implement change.
 
In this episode we talk to Jenny Magic, a change management expert and author of the book "Change Fatigue: Flip Teams From Burnout to Buy‑In." We discuss the evolution of change management, the challenges organizations face with change fatigue, the importance of psychological safety, and how to effectively integrate AI into workflows. Jenny shares insights from her book and offers practical advice for marketing leaders on managing change and fostering a supportive work environment.

Takeaways

• Organizations often struggle with too many simultaneous changes.
  
  
• Psychological safety is essential for team resilience and adaptability.
• Effective change management involves clear communication and transparency.
• Involving employees in the change process can reduce resistance.
• Change should not be dictated solely by the organizational hierarchy.
• Leaders must prioritize employee well-being during transitions.

Resources

• Connect with Jenny on LinkedIn
• Connect with Wendy on LinkedIn
• Get the Book: Change Fatigue: Flip Teams From Burnout to Buy‑In
• Learn More About Unworkable Work

Haven't figured out what your New Year's Resolution is yet? Consider leaning into AI adoption in 2025. Steve Cunningham shares how you can become the Hero of AI adoption at your company. 

In this episode, David Schneer, a body language expert and CEO of Merrill Research, discusses the significance of qualitative research in today's changing landscape. He emphasizes the importance of understanding body language in research, the shift to virtual methodologies post-pandemic, and the intersection of AI with qualitative insights. David also shares personal stories from his journey of writing his book, 'Backbone: Surviving the Road Less Quantified,' and offers advice for marketers navigating technical fields.

Takeaways

• Qualitative research is essential for understanding consumer behavior.
• Body language plays a crucial role in interpreting responses during research.
• AI technology can enhance qualitative research by analyzing micro-expressions.
• Qualitative research should focus on depth rather than just surface-level data.

Resources

• Connect with David on LinkedIn
• Connect with Wendy on LinkedIn
• Get the Book: Backbone: Surviving the Road Less Quantified
• Related Episode: Communicating Through Body Language With David Schneer
• Related Episode: Understanding the Technical Buyer: 2024 State of Marketing to Engineers Report

 Haven't figured out what your New Year's Resolution will be? Consider leaning in to AI adoption in 2025. Stave Cunningham shares how you can become the Hero of AI adoption at your company. 

n this episode, Wendy Covey interviews Steve Cunningham, co-founder of Simple Academy, discussing the evolving landscape of AI adoption in businesses. They explore the changing attitudes of business leaders and employees towards AI, the stages of AI transformation, and the importance of creativity in marketing roles. Steve shares insights on implementing AI in organizations, the future of AI with agents, and how individuals can adapt and learn in the AI age.

Takeaways

• Understanding the stages of AI transformation can help individuals adapt.
• Creativity can be enhanced through AI tools in marketing roles.
• Companies need leadership buy-in for successful AI implementation.
• Learning in the AI age should be hands-on and practical.
• Using AI effectively can provide a competitive advantage in careers.
• Training AI on specific company data can enhance its usefulness.

Resources

• Connect with Steve on LinkedIn
• Connect with Wendy on LinkedIn
• Learn more about Simple Academy
• Register for the Industrial Marketing Summit
• Related Episode: AI Strategies and Tools for Industrial Marketers
• Related Episode: How We're Using AI Tools for Content Marketing

Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025.  

In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates with their audience. As they look ahead, they emphasize the importance of adapting to new tools and trends while maintaining a clear and focused marketing strategy.

Takeaways

• The inbound marketing playbook is evolving.
• Having a well-formed strategy is crucial before experimenting with new tools.
• AI tools can assist in creating more effective marketing strategies.
• Brand differentiation is key in a crowded marketplace.
• Quality of content is more important than quantity.
• Webinars and short-form videos are effective for conversions.
• Companies should focus on their unique expertise to stand out.
• Leveraging customer feedback is essential for brand messaging.
• Maintaining a clean CRM is vital for effective marketing.
• 2025 will require marketers to adapt to new trends and tools.

Resources

• • Connect with Lee on LinkedIn
  • Connect with Wendy on LinkedIn
  • Register for the Industrial Marketing Summit
  • Related Episode: How to Leverage Clean Data and AI for Effective Email Marketing
  • Listen to the Artificial Intelligence Show

 Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success. 

In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights on the importance of authenticity in social media, particularly on LinkedIn. He discusses his approach to personal branding versus company branding, the strategies he employs for content creation, and the significance of building genuine relationships in sales. Rob also reflects on his personal experiences, including the loss of his mother, and how these experiences shape his online presence and interactions. The conversation emphasizes the need for sales professionals to be themselves and to nurture relationships rather than resorting to aggressive sales tactics.

Takeaways

• Authenticity is key in social media engagement.
• Different audiences require tailored content strategies.
• Building relationships is crucial in sales.
• Personal experiences can enhance professional interactions.
• Humor can make sales approaches more relatable.
• Sales professionals should avoid pitching in initial contacts.

Resources

• • Connect with Rob on LinkedIn
  • Connect with Wendy on LinkedIn
  • Related Episode:The Power of Developing a Personal Brand in an Industrial Sales Role
  • Related Episode: Building A Strong Personal Brand with Chris Luecke

 As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions.

Dave Necessary, Executive Vice President of Product Development at Gardner Business Media stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report.  Dave's findings emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation concludes with practical recommendations for marketers looking to enhance their outreach and engagement efforts.

Takeaways

• 65% of buyers are open to considering new vendors during the purchasing process.
• 98% of buyers look for alternatives when making a purchase decision.
• The buying team typically consists of three or more members.
• Multi-channel marketing is essential for reaching buyers effectively.

Resources

• • Connect with Dave on LinkedIn
  • Connect with Wendy on LinkedIn
  • Download the Industrial Buying Influence Report
  • Learn more about Gardner Business Media
  • Related Resource: State of Marketing to Engineers Research Report

 The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons learned and what we'll be applying to our own marketing practice.  

Join me as Lee Chapman and Morgan Norris share their insights from the mentorship program, the manufacturing master class, and the countless inspiring sessions they attended. We'll discuss the latest AI innovations, the power of personal branding, and the evolving landscape of video marketing.

They also share their honest thoughts on the conference party, and we'll look ahead to future industry events like the Industrial Marketing Summit. Whether you're a seasoned marketer or just starting out, this episode is packed with actionable tips and inspiring stories.

Takeaways

• Participating in the mentorship program was a highly rewarding experience.
• The manufacturing masterclass focused on personal branding strategies.
• Storytelling is a crucial element in marketing, especially for technical audiences.
• AI is reshaping SEO strategies, emphasizing search intent over keywords.
• Video marketing is becoming more accessible and less intimidating for companies.
  
  

Resources

• Register for the Industrial Marketing Summit
• Connect with Lee on LinkedIn
• Connect with Morgan on LinkedIn
• Connect with Wendy on LinkedIn