The Industrial Marketing Show

Fulcrum is on a mission to change how manufacturing gets done, especially for SMB's. As VP of Marketing at Fulcrum, Nick Wassenberg is encouraging his team to approach this mission through a very particular lens: how might we cater to the early adopters? In this episode, we dive into the mind of an early adopter in the manufacturing world and discuss some of the tactics that have been working for Nick and his team.

In this episode, we break down B2C product pages. But there's a twist: we selected pages for products that have a lot of technical specs. Chances are, if you're an industrial marketer, your product has a lot of specs too. Check out how these B2C companies transform their specs in to compelling product narratives. Maybe you can do the same.

Hey you! Yeah you, marketing manager at that industrial company that's been in business since 1976. When's the last time someone at your company put real thought in to the story you're telling? We're willing to bet it was a long time ago. In this episode, we make the argument for dusting off that origin story and giving it an upgrade. Your sales team will thank you.

MJ + Matt are joined by guest Heikki Tilk, VP of Demand Gen and Marketing Ops at Fractory. Heikki was Fractory's first marketer and a key member of the team, as they grew from $150K to $10M ARR in 3 years. He breaks down the Facebook strategy that powered their early growth, plus traps to avoid when you're propping up demand gen from scratch.

MJ and her team launched a new homepage last week. In this episode, we unpack all the decisions the team made along the way. Starting with positioning and messaging, all the way down to specific choices about copy and creative. Matt and MJ also discuss how companies can decide when it's time for a homepage refresh. Plus common mistakes industrial companies make with their homepages.

E-commerce is still an overlooked play. That may be because there overlooked benefits that extend beyond just the revenue stream. MJ & Matt share insights gained from launching and advising on industrial e-commerce plays in the last 5-7 years.

Matt and MJ are joined by Mary Keough, who - if you haven't noticed - has been lighting up LinkedIn with industrial marketing hot takes lately. We decided to chime in with some hot takes of our own, which made for a fun episode. Do you agree with these hot takes? Give it a listen and let us know.

Setting up your CRM right the first time will save you a lot of headaches down the road. Matt breaks down key areas to pay attention to, as you set up CRM and MJ chimes in with a few observations from the segmentation & product marketing perspective. Later in the show, MJ breaks down messaging pyramids, a useful tool for organizing early messaging and customer research, especially in a new role.

MJ & Matt both started in industrial companies and now work in SaaS (Matt on the agency side & MJ in house at a company that sells SaaS to industrial companies). In this episode, we discuss the pros and cons of being an industrial marketer vs. being a marketer at a SaaS company (or agency). Spoiler alert - both have their advantages. In the second half of the episode, we get tactical, with a deep dive on solutions pages (not product pages, solutions pages!)

In this episode, Matt and MJ lay out what they'd do as a marketing leader, with a $0 annual budget, all the way up to a $10M annual budget. Where do you spend your time? What tools do you have? What channels are you on and how much do you spend? Who is on your team? Have a listen and let us know if you agree with our strategy.