Marketing to engineers is not the same as marketing to general B2B buyers. In this Marketing to Engineers webinar, Shift ONE’s CEO Dylan Kohlstädt unpacks exactly how technical buyers think, research, and make decisions. If you’re serious about marketing to engineers in industrial, manufacturing, or technical sectors, this session is for you.

In this webinar, you’ll learn how to:

• Understand engineers: Why engineers prioritise data, facts, performance, and measurable results over flashy campaigns.
• Speak their language: How clear, educational, and data-backed content builds trust with technical audiences.
• Map how engineers buy: Navigate long, research-heavy buying cycles and engage them at every touchpoint – from your website to YouTube.
• Reach engineers where they are: Use AI optimisation, SEO, and video content to support your marketing to engineers strategy across platforms.
• Leverage trade shows properly: Turn trade show stands into lead engines using LinkedIn, QR codes, and follow-up journeys.
• Build a content strategy engineers trust: Thought leadership, technical blogs, data sheets, and case studies that reduce perceived risk.
• Choose the right channels: Focus on LinkedIn, email, and an omnichannel presence that supports complex B2B buying decisions.
• Measure what matters: Use tools like Google Analytics and HighLevel to track leads, pipeline, and ROI from your marketing to engineers campaigns.
• Run Account-Based Marketing (ABM): Target key accounts with tailored campaigns and content that speaks to specific technical and commercial needs.

Key takeaways:

• Optimise your website, SEO, and YouTube presence around how engineers actually search.
• Build credibility with data-driven case studies, technical proof, and testimonials.
• Create educational video content that engineers can rely on, not just gimmicks.
• Continuously track, measure, and refine your marketing to engineers strategy.

Want to implement these strategies for your brand?

Subscribe to Shift ONE’s YouTube channel for more expert-led B2B marketing webinars.

Resources:
Download the FREE Marketing to Engineers Cheat Sheet here: https://shiftone.co.za/marketing-to-e...
Download our Target Market Table here: https://shiftone.co.za/target-market-...

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While the basics of marketing, like audience and persona identification, may seem straightforward, they’re often overlooked - yet remain critical for success.

As B2B marketing shifts from cold outreach to relationship-driven approaches, longer buying cycles demand that marketers refine their strategies. In this webinar, we’ll walk you through the key pillars of B2B marketing that will help you adapt and thrive in a changing world:

Key Webinar Takeaways:
- Target Persona: Learn how to understand your Ideal Customer Profile (ICP), key decision-makers, and KPIs. We’ll also share a downloadable Target Market Table to assist in persona creation.
- Content Strategy: Explore strategies for long-form content, inbound lead generation, short-form videos, and user-generated content (UGC).
- Channel Strategy: Why LinkedIn should be your primary B2B platform, and how email marketing continues to play a vital role.
- Sales & Marketing Alignment: Discover how relationship-building and Account-Based Marketing (ABM) contribute to achieving higher ROI.
 - Data, Tools & Technology: Dive into the best practices for Conversion Rate Optimization (CRO), attribution, HighLevel CRM, AI tools for content, and automation to drive more effective decisions.

The session concludes with a real-world case study highlighting how omni-channel lead generation can deliver remarkable results, showcasing how precise targeting and data-driven campaigns drive success.

Key Resources:
- Downloadable Target Market Table (available on the Shift ONE website)
- B2B Persona Tool: https://share.google/PduPJRZxPZlXqWU7J 
- Shift ONE’s AI Webinar on YouTube: https://youtu.be/Ykk04EMPZR8
- HighLevel CRM: https://www.gohighlevel.com/

This talk will help you rethink your audience understanding, align content to personas, and harness the power of campaigns and automation. By embracing these strategies, you’ll be well-positioned to navigate and succeed in a rapidly changing marketing world.

Don’t forget to subscribe to our channel for more webinars, insights, and strategies to help you level up your marketing game.

Follow Shift ONE Digital:
Facebook: https://www.facebook.com/shiftONEdigital
Instagram: https://www.instagram.com/shiftone_digital/
LinkedIn: https://www.linkedin.com/company/shiftonedigital/

#B2BMarketing #MarketingStrategy #DigitalMarketing #LeadGeneration #ContentMarketing #AIinMarketing #SalesAndMarketingAlignment #Automation #MarketingTools #ShiftONEWebinar #TargetPersona #AccountBasedMarketing

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YouTube: https://www.youtube.com/@DylanKohlstadt/

Khensani Nobanda, the Group Managing Executive of Marketing and Corporate Affairs at Nedbank, shares her insights on purpose-led marketing, leadership, and how Nedbank is shaping the future of brand strategy.

Khensani dives deep into Nedbank’s approach to brand-building and leadership, emphasizing the importance of purpose in everything they do. Discover how the company’s brand strategy works like an iceberg, with advertising as just the tip and a deeper, more impactful commitment to community beneath the surface.

Key Takeaways from this Interview:
Purpose-driven Strategy: How Nedbank’s focus on impact extends to their small business initiatives and their commitment to a greener economy.
Campaign Success: The groundbreaking “Time is More Valuable Than Money” campaign and its innovative digital approach.
Brand Differentiators: Why Nedbank stands out through purpose, financial expertise, and bold inspiration.
Khensani’s Leadership Journey: Hear about her experience in leadership, the mentorship that shaped her, and the lessons she’s learned.
Advice for Young Marketers: Khensani’s tips on cultivating curiosity, passion, and balancing creativity with logic.

This conversation offers a wealth of knowledge for marketers and leaders alike, offering inspiration, practical advice, and a glimpse into the future of marketing in South Africa.

Don’t forget to like, comment, and subscribe for more insightful conversations with Africa’s top marketing leaders.

What’s your take on purpose-led marketing? Share your thoughts below!

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Instagram: https://www.instagram.com/dylankohlstadt/
LinkedIn: https://www.linkedin.com/in/dylankohlstadt/
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YouTube: https://www.youtube.com/@DylanKohlstadt/

“We need to start answering questions and proving we’re the authority in our field,” says Irma Karsten.

AI is rewriting the rules of digital marketing, especially SEO, and I’ve got the perfect guest to unpack it all. 

In today’s episode, I'm joined by the brilliant Irma Karsten, COO of the Digital Marketing Academy and head of strategy here at Shift ONE. 

We’re diving deep into how AI is shaping SEO, from the rise of AI-generated copy that’s starting to look like the “stock images of words,” to the evolution of SEO into something much more personal and authority-driven. 

We share real-world examples, like how we won a Dubai website project through ChatGPT search, and explore everything from zero-click searches to the importance of personalized content.

This one’s packed with actionable insights for marketers who want to stay ahead of the AI curve.

We dive into:

• How AI is changing the face of digital marketing and SEO
• Why “zero-click searches” and “ask engine optimization” are the future
• Why personalization is still the ultimate differentiator.
• The importance of owning your own digital assets—email lists > followers
• The overlooked power of YouTube and how to create content bundles
• Irma’s must-know dos and don’ts for AI-era marketing

Big thanks to Irma for sharing her expertise on this one. Her insights were golden.

Like, comment, subscribe, and share this episode. Let’s hear your thoughts. How are you using AI in your marketing strategy?

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"Business has a much greater calling than maximizing the financial bottom line and making shareholders wealthy," says Pete Ochs

Pete is the founder and CEO of Enterprise Stewardship, and when he joined me on the podcast, we dove deep into what it means for businesses to thrive. Not just financially, but spiritually and socially as well.

Pete's mission is simple: inspire business owners to create flourishing businesses that make an impact. In this conversation, we unpacked the true purpose of business and how it can create lasting change. Far beyond the bottom line.

Watch or listen to our conversation to find out:
- The three types of capital every business should focus on: economic, social, and spiritual
- Why business is about more than profits and how to build a purpose-driven company
- Pete's game-changing experience of employing inmates to create jobs and community impact
- The four pillars of Enterprise Stewardship and how they can shape your business
- Why generosity is the true measure of business success

The episode is live on YouTube

Big thanks to Pete for his insight and wisdom!

Folks, are you building a business that serves a higher purpose? B2B of B2C, it's time to think beyond profits.

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Instagram: https://www.instagram.com/dylankohlstadt/
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YouTube: https://www.youtube.com/@DylanKohlstadt/

"Consumers are not sitting around waiting to fall in love with you," says Heidi Brauer.

When it comes to brand love and building brands, Heidi Brauer is an absolute guru. She joined me on my podcast to chat about brand love, what it means, and what it takes, and shared plenty of other marketing gems I scribbled down mid-conversation (and I bet you will too).

Watch or listen to our conversation to find out:

- The meaning of brand love (and how to measure it)

- What it takes to build brand love

- A new way of thinking about strategy

- Why it's key to look beyond "hygiene factors"

- The danger of digital fatigue (and how to market through the chaos)

The episode is also live on YouTube.

Thanks Heidi, for your wisdom, humor, and insight! 

Folks are you building brand love? B2B or B2C, get on it. 

Subscribe to my channels / @dylankohlstadt

Connect with me on all my social platforms:

Instagram: https://www.instagram.com/dylankohlstadt/
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YouTube: https://www.youtube.com/@DylanKohlstadt/

"In an undifferentiated category, many agencies look and sound the same, which leads to a price-focused negotiation - a race to the bottom where procurement looks at who can do the work the cheapest."

Stuart Dunk has a message for all agency and business owners who are fighting for a seat at a very crowded table.

You'll have to watch (or listen to) the interview to hear it, plus:

• What most agencies are doing wrong
• One piece of advice for struggling small agencies
• What is the sea of sameness and can it be the death of an agency
• A little-known pitching hack for agencies

The full episode is now live on YouTube: https://www.youtube.com/watch?v=rStwFL5hMkM 

For a more in-depth look at the agency model, warts and all, read Stuart's insights (and warnings) in this blog: https://shiftone.co.za/agencies-drowning-in-a-sea-of-sameness/ 

Now what's your opinion on the agency model? Are we doomed to fail? What pivot do you see successful agencies making? Keen to hear your thoughts, so go ahead and share!

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YouTube: https://www.youtube.com/@DylanKohlstadt/

"Be as crazy as possible. Be as open and broad-minded as you are, and then have people around you to pull you back down to the thing that's most workable."

Terence is a brutal podcast host (in the best way) and got me sweating with his tough questions. 

So I got my own back! Well, kind of. Thanks Terence, for joining me for this episode and sharing your knowledge.

We spoke about:

- What makes podcasts uniquely valuable

- The key ingredients of an interesting podcast

- Why you should be as crazy-creative as possible 

- Terence's favorite paid media platform (and why)

Guys let me know: what's your stance on podcasts? Yay or nay, and why? 

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YouTube: https://www.youtube.com/@DylanKohlstadt/

"Money is the energy of appreciation."

I jotted down that quote as soon as Julie Foucht spoke the words, and there are so many more nuggets of wisdom you just have to hear.

I got to chat with Julie about a topic not many people (especially CEOs) talk about: money. But it went way deeper than dollar signs. Julie went on to share how she believes intuition, feminine power, and money are connected. 

Watch or listen to find out:

- How to unlock your gifts

- The messages the world sends to women

- Women's divine role

- How to be successful in business

Did this episode change your perspective on money? It definitely got me thinking! Let me know your thoughts. 

Subscribe to my channels / @dylankohlstadt

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Instagram: https://www.instagram.com/dylankohlstadt/
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YouTube: https://www.youtube.com/@DylanKohlstadt/

"For me, selling my business felt like going through a breakup." 

Business owners, do yourself a favor and listen to my latest podcast episode with Kathryn Strachan (Fractional CMO, author, award-winner...the list goes on; she's a powerhouse). 

You'll find out:

- The best time to sell your business

- The most underrated skill in marketing

- What holds companies back from scaling their business

- How to get started with personal branding

- And what is, in my opinion, the worst business model EVER.

Follow Kathryn on LinkedIn: https://www.linkedin.com/in/kathryn-strachan/

Order her new book on Amazon: https://a.co/d/b4eswUr 

P.S. Thank you, Kathryn, for your vulnerability in sharing your story and experience! You're an inspiration and this convo was an exciting one for me (and will be for listeners too, I'm sure).

Subscribe to my channels / @dylankohlstadt

Connect with me on all my social platforms:

Instagram: https://www.instagram.com/dylankohlstadt/
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YouTube: https://www.youtube.com/@DylanKohlstadt/