The Industrial Marketing Show

Matt and MJ walkthrough YouTube Ads soup to nuts. They cover targeting principles, budgeting, how to vary your ad groups to maximize coverage, and the easy traps to avoid around demographic and channel targeting. They also discuss making the YouTube Ads case to leadership and the kind of content that is impactful when using YouTube ads.

Matt and MJ discuss job interviews for positions they interviewed for and for people they interviewed to joined their team. They talk about key questions to expect, how to answer, and questions YOU should have prepared to ask the interview team to make sure it's a good fit for you. They also discuss how to approach interviews and job pursuits when jumping from industrial to SaaS.

Matt and MJ discuss key terms and topics that will interest your leadership when talking your marketing program. In particular the go into aspects of revenue, cash, margins, inventory, and customer insights. They also touch on how to frame these topics within your marketing program to impact these key variables and how to talk about marketing's impact on these.

Matt and MJ discuss the ideal marketing department and “draft” their first, second, and third hires. They also discuss how the approach changes if Product fell under marketing or if marketing was a separate department entirely. They also talk about the pros and cons of outsourcing functions like content, ops, and demand gen instead of hiring and developing in-house.

Matt talks personal brand building on LinkedIn with Tara Horstmeyer, formerly of Gravy and currently the founder of Happy Words. Tara talks about her 3-step framework to building confidence with LinkedIn, her six step framework for LinkedIn posts, and how you can create following and community without having a “leadership” position within your company. Tara also talks about traps to avoid and the patience it takes to build something for yourself on LinkedIn and what realistic expectations should be.

Follow Tara on LinkedIn here.

Matt and MJ talk about running LinkedIn Ads for manufacturing companies. They discuss overarching strategies, targeting fragmented audiences, ad delivery best practices, measurement & analysis, and the best ways to work with small budgets.

James Laurain joins Matt and MJ to discuss how to flip the product page on it's head. He discusses how to approach the product page like a sales letter, an ideal framework to writing a sales page, why industrial companies are so obsessed with features (and why that's wrong), writing about benefits and making them stand out, and how to inject humor and pattern disruption into your copywriting.

Follow James on LinkedIn here.

We champion pipeline and revenue all day, but we also know those things take serious time to produce. So, what should you be looking at and caring about on the road to revenue? Matt and MJ breakdown those leading metrics you ought to be following depending on your marketing mix and how to assess progress.

Aaron Weekes of Gorilla 76 drops by the show to talk with Matt and MJ about Google Ads. He starts with a beginner's approach to Google Ads for manufacturers, including proper conversion setup, keyword research, and campaign setup. He then dives into best practices around page experience, testing, and measurement and analysis before detailing traps to avoid in your Google Ads to make sure your campaigns are oriented towards revenue and demand gen.

Ashley Guttuso, Director of Marketing at Simple Focus, joins Matt and MJ to talk the newsletter in industrial marketing. She discusses best practices when launching a newsletter program, expectations, the traps you MUST avoid for an effective newsletter, and the pros and cons between curating and creating your newsletter. She also discusses KPIs around newsletters and selling the newsletter to your executives as a content play when they may be skeptical.