The Industrial Marketing Show

In this episode, we go inside Bosch's transformation from product focused to customer focused, five years in the making. How did the organization change its structure, processes, and goals to prioritize customer needs? It was no easy feat for this industrial giant with a market cap over $300B. Ivan Paredes, Head of Product Marketing for Latin America, has been with the company throughout. He shares the challenges and wins, emphasizing the company's change in perspective and how they achieved buy in at scale.

Matt and MJ go no guest and talk about the evolution of their content approach from the beginning of their careers to today.

They talk SEO, Paid Media, leveraging subject matter experts, writing for consumption, and where they think the biggest bets are to be made in industrial content going forward.

Face it, most marketers in the industrial sector work under sales. So if you are one of those companies with that structure, how do you make a successful hire who owns the department? Larry Cassesa, Director of Sales for ABICOR BINZEL, describes making that first marketing hiring, what qualities to look for, and how the stage of your business should impact your thinking.

Kim Herrington, Creative Director and Founder of Orsanna, breaks down how Big John Tree Spades grew their organic search traffic +392%, powering sales growth even in the midst of COVID-19. This is a deep dive into SEO audits, content creation, content optimization, and building back links. But don't worry, we skipped the jargon and went straight to the facts.

Ashley Levesque, Senior Marketing Manager for Soft Robotics, joins MJ and Matt to talk about being a challenger brand, using humor in your marketing, differentiating yourself from the status quo, and how she built a startup industrial marketing program from the ground up - without a marketing background.

When COVID-19 started really impacting manufacturing businesses, Fortress Interlocks was ready to rise to the challenge. In just 3 days, they completely re-positioned their product offering as an automated solution for checking employee temperatures. They created the messaging, built a website, and started promoting their solutions. In the weeks since, they have achieved over 100% ROI on their initial investment and started selling to several key accounts they previously had no relationship with. Learn how they pulled it all off in this episode with Rob Stark - President of Fortress USA and former Director of Product Management.

John Clifford is the CEO & Co Founder of smart buildings startup learnd. Prior to founding his company, John held senior positions at Halma, relayr, and Cisco. In this episode, John explains how industrial companies can evaluate digital disruption and digital business opportunities in their markets. For marketers, we talk about the key skills you need to build now to become a driver of digital innovation in your company.

We got back to back on Todd with Todd Hockenberry of Top Line Results. Todd details his beginning in Inbound Marketing and Sales - before the term was even known - and explains how to build an Inbound culture at your industrial company through transparency, vulnerability, and a holistic strategy.

Todd Clouser of Weld.com joins Matt and MJ to share how he started Weld.com from an early 90s internet domain snap up without a direction to the world's most frequented welding YouTube channel, with more than half a million subscribers.

Todd talks about the early days of Weld.com, how changing from short to long-form content became a turning point in the channel, ways to monetize without selling your soul, and how to do industrial affiliate marketing in a way that elevates your brand.

Anibal Sepulveda of Hypertherm joins Matt and MJ to talk about product launches. In the pod, Anibal goes over the planning timeline, how they divvy up marketing manpower to push and pull the product, how they measure (and counter measure) success, and why they don't use artificial milestones like industry trade shows to rush or delay product launches into the market.