This is a must listen episode if you sell into regulated markets. Matt + MJ are joined by Eve Edwards, Head of Machinery Safety - Europe at Fortress Safety. Eve breaks down the integrated content strategy they're using to dominate LinkedIn organic and win business with dream accounts. Spoiler alert - it all started with paid online training courses. Plus - how Fortress is using LinkedIn polls for good instead of evil.

Eddie Saunders sits with Matt and MJ to talk about his video blog project Flex & Friends and how he is helping bring stories from the machine world into the mainstream on LinkedIn. Eddie talks about where he got the idea for the project, how we sources and makes guests feel as ease, how his company has benefited from the project, and what conversations it's sparked around the machining industry since starting the series.

Matt and MJ talk about starting your content program for zero. The begin by determining what you should audit, how your findings and positioning and segmentation can and should guide your decision-making, mediums that are not worth pursuing at the outset, and content types that are harder now than they were 12 months ago and what you can do about it.

Matt talks with Johanna Lidgren of Kawasaki Robotics to talk about navigating a massive rebrand for Kawasaki. She discusses vetting an agency, what outside perspective gave the company, why they went away from the classic industrial buzzword language, approaching a rebrand as a challenger brand, and making the jump from Marketing Specialist to Marketing Manager.

Matt and MJ discuss the reasons why industrial executives are still not leveraging LinkedIn or other social media channels the way they could. They talk through each of the objections they commonly see, how marketers could work with their executive teams to develop an organic though leadership strategy, and ways to sell the program to the executive level around their selfish benefits.

Matt and MJ touch on classic industrial buzzword traps to avoid at all costs that they see all too often and why they don't resonate with your audience. They then introduce two different use cases: one "bottom up" and one "top down" approach to transform your bland website copy and messaging into something more action-oriented and compelling.

Matt and MJ walkthrough an ideal Google Analytics setup and how to analyze within GA appropriately. They talk about filtering views, goal setup, the Acquisitions menu, connecting other Google products and why it's so important, and how the Multi-Channel Conversions tool is useful for explaining the buyer's journey for your executives.

Matt rides solo this week and recounts his experience at FABTECH in Chicago during last week. He discusses which companies did well, which companies did not, why, and what marketers can learn from trade shows in the post-COVID world in his opinion to thrive with them as part of the marketing mix.

If you want a seat at the table, you need to own a number. Lindsey Ojeda joins us this week to explain her roadmap for working backwards from a number to the plan. We talk hiring, channel strategy, sales alignment, and when to take an "L." Lindsey is the Director of Marketing at Maysteel Industries.

Matt and MJ talk about marketing programs that have continuously disappointed for them and explain why they are breaking up with them forever (and you should, too). They then give alternatives to each of their break-up candidates for a more impactful use of your time and budget.