The Industrial Marketing Show

There is so much upside to a solid site nav. Lots of traps too. In this super tactical episode, MJ and Matt break down common site nav mistakes and provide proven approaches to setting up a site nav that works for you. We even throw in some data heavy approaches, for those of you that love the quantitative stuff.

Matthew Sciannella joins Blake Strozyk as a guest on The Marketing Movement podcast from Refine Labs. Blake and Matt, who both have industrial marketing backgrounds AND experience with B2B SaaS, do a deep dive on how to get started with LinkedIn advertising. LinkedIn is a great platform for creating new demand with your target audience. It's a great tactic if you're looking to capture market share or launch a new product. These guys have both managed pretty significant ad budgets, but they've also done a lot with small budgets working directly with B2B manufacturers.

Attribution is full of traps. If you measure the wrong things, you incentivize the wrong marketing tactics. There's lots of talk of attribution in the B2B software world. But what about for industrial companies? Should you measure the same things as a software company? Matt & MJ break down attribution and share tips for measurement and reporting in an industrial context.

Product launches can be tough. There's a lot riding on them. That's why in this episode, we prepare you to navigate your next product launch with grace. Of course, that starts with proper product planning using a process like Stage Gate. But what happens if you inherit a product that's ready to launch and no one has done a business case? It does happen. We talk about traps to avoid in this situation (featuring the worst professional conversation of MJ's career).

When industrial companies hire a Marketing Manager, are they really looking for a Field Marketing Manager? Tradeshows, swag, and collateral are the most asked for marketing deliverables in industrial - there's no denying it. But most industrial companies don't approach these things in a strategic way. That's where a skilled field marketer comes in. MJ & Matt are joined by Nick Bennett - the #1 field marketer on LinkedIn (according to MJ). In this episode, we dive into field marketing - how it's aligned with ABM, how to create a strategy behind it, and best tools for execution.

Click here for 50% off Nick's new course, the The Real ABM Playbook

You know what's great about organic channels? They're free! Kind of. The problem is that a lot of companies fail to make the most of these opportunities. Matt + MJ cover tactical tips and frameworks for getting blogging and organic YouTube right.

As we wrap up 2021, you're probably looking at some 2022 goals. We break down some common approaches to goal setting and performance management. What's an OKR? What's a KPI? When do you use them? How to use them. Plus some random chatter on EOS, the management system used by both of our companies (and many more!) 

See you in 2022!

Why don't more companies do customer research? Because it's hard. And nobody teaches you how to do it. Let's change that. MJ and Matt dive into some nitty gritty questions and tactics for customer listening.

Our predictions on SEO, events, martech, demand gen, and e-commerce in the industrial space going into 2022. Plus, how is the role of marketing in industrial companies changing? And what does that mean for hiring and compensation?

In 2014, a few early movers (including some savvy industrial companies) built huge followings on Instagram. When the rest of the pack tried to get in, it was a lot tougher. Is the same thing happening on TikTok in 2021? And if so, how can you be early this time? Todd Clouser is one of the few people that has *already* gone viral on TikTok on behalf of an industrial company. He joined us to talk about: