The Industrial Marketing Show

Matt and MJ discuss a LinkedIn poll from MJ about whether ABM is a strategy or tactic and how ABM fits (and doesn't fit) into an industrial marketing program. They also walkthrough when ABM is probably right for you, and when ABM is not a good idea at all based on the dynamics of your company. They also discuss the concept of repositioning as you move from a niche to a broader market based on on excerpt from April Dunford's Obviously Awesome.

The Industrial Marketing Show is brought to you by BAM! Sales Enablement. Book a demo and see how BAM! can centrally locate your marketing collateral at bamsales.io.

Join us for the 1 year anniversary of the Industrial Marketing Show! On episode 52, we welcome Dan Friedman, the VP of Marketing at Eagle Crusher. We explored their recent implementation of BAM! Sales for managing distributor and sales enablement material. For Eagle Crusher, getting the right product information to their customers is critical. How did they select a platform to help get the job done? And what was the implementation like? Can you really align sales and marketing on the same tool? Stream the episode to find out.

BAM! Sales: https://bamsales.io/

Eagle Crusher: https://eaglecrusher.com/

MJ is joined by Daniel Elizalde, an IoT Product Coach and lecturer at Stanford University. Daniel shares some of his experience launching IoT products, including an energy storage product with a two sided marketplace. We discuss the role of business models, how to get customer sensing right, and why some companies kill products even after acquiring 10 paid customers. 

Matt and MJ walk through the About Us page for Halma plc and dissect it section by section. What's good, what can be better, and where they really resonate with a reader who's looking at them for the first time. Then Matt and MJ offer up suggestions for how you can better utilize your About Us page and why it's more important than ever today based on both data and the current state of the industrial buyer.

Matt and MJ go deep into a plasma cutting table unboxing for Banks Power and why it's so effective (hint: storytelling). They also cover their favorite LinkedIn posts from Brooklin Nash and Maya Grossman, and cover excerpts from The Immutable Laws of Marketing and Turning the Flywheel.

Banks Power Unboxing Video: https://www.youtube.com/watch?v=bUXBIMsg-2Y 

Matt and MJ discuss metrics they use and rely on to gauge the effectiveness of their marketing programs, where to prioritize to your leadership, friction points you probably have everywhere in your marketing program that you can fix immediately, and two book excerpts from The First 90 Days and Extreme Ownership

MJ and Matt talk about taking some actionable steps off your website data - including heatmaps and search bar data. MJ recounts a recent story where she was able to increase click-throughs on her homepage by 500%, and Matt recounts how he used search bar data to identify a major need for his website and how it helped bottom funnel SEO immensely.

When we saw Henry Peck helped orchestrate a ~50,000 person Clubhouse community in the MedTech space we had to have him on to talk about it. And boy, does Henry nail it. Henry talks reducing friction in creating Clubhouse events, why engineers and technology professionals are drawn to Clubhouse, how it will affect the conference space moving forward, winning formats, and navigating the big brand traps of being active in a nascent social media platform.

Matt and MJ discuss expectation setting and managing up to your executive team when setting off ambitious new marketing strategy. They also discuss whether Clubhouse has any relevance in the manufacturing space (hint, it does) and roll off excerpts from Building a Storybrand and Obviously Awesome they find useful for positioning your product in the market. 

Adam Barber, CEO of Tamarindo Group, joins Matt and MJ and discuss building a PR and media machine from a niche industry - wind energy financing. Adam discusses his journey building Tamarindo, why PR is an underutilized content and marketing tactic for industrial companies, and explains how taking a non-scalable approach brought him credibility and authority that would have never materialized otherwise - and how you can, too.