Many legacy industrial brands assume that steady sales today mean they will stay strong tomorrow. In this episode, we talk about why that belief can create blind spots for companies with long histories, loyal customers, and strong reputations.

Donna welcomes Ken Spaeth from Cutting Tool Engineering Magazine (CTE) to explore how industrial brands can protect their visibility and maintain trust in a market that is always changing. Ken works directly with manufacturers every day, and he shares what he sees separating brands that stay top of mind from those that slowly fade out of view.

Together, Donna and Ken discuss why marketing is not an expense. It is a relationship-building investment that keeps your company present in your industry, especially with new engineers and younger buyers entering the workforce. They also talk about the value of consistent messaging, how industry-specific publications support thought leadership, and how print, digital, and AI can all work together.

This episode is especially helpful for leaders at legacy industrial brands who want to stay relevant, maintain visibility, and support long sales cycle growth through thoughtful, relationship-based marketing.

In this episode, you will learn:

• Why legacy industrial brands cannot rely only on past relationships
• How consistent visibility keeps your brand top of mind
• Why print and digital advertising still matter for technical buyers
• How AI is influencing the buying cycle and strengthening content
• The importance of face-to-face interactions in a digital world
• How relationship-based B2B marketing supports long-term growth

Key Topics and Timestamps:

• 00:00 Why legacy brands still need consistent marketing
• 00:53 Introducing Ken Spaeth and Cutting Tool Engineering
• 01:55 Why business still runs on relationships
• 04:34 How AI supports visibility and faster buying cycles
• 07:05 The role of trusted industry-specific magazines
• 09:01 Marketing as an investment that protects future sales
• 12:36 Why consistent advertising matters for long sales cycle companies
• 17:38 The continued importance of in-person meetings
• 22:57 Combining traditional and modern marketing approaches
• 25:05 The long-term value of print and digital advertising
• 29:09 How AI supports storytelling for industrial brands
• 30:39 Ken’s path into CTE and the manufacturing world
• 32:33 Inside CTE’s “Bourbon with the Editor” podcast

Connect with our guest: Ken Spaeth

• Cutting Tool Engineering Magazine // Website: www.ctemag.com
• Listen to their podcast: Bourbon with the Editor - https://open.spotify.com/show/0kZP6XcglHqnE6wswNzwoI?si=1671d8c15b3540a1

*** Reach out to [email protected]
if you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams.

*** Visit www.worldinnovators.com
for more resources on building stronger marketing and leadership strategies.

*** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.