The Industrial Marketing Show

Matt and MJ compare the virtual experiences of Praxair and DMG MORI and what can be learned from two different approaches to trying to virutalize the consumer experience for an industrial brand. They also go over a LinkedIn post from Ben Goodey on SEO that caught MJ's eye, and detail a favorite excerpt from Rand Fishkin's Lost and Founder that Industrial Marketers can take in their approach to their careers.

Matt and MJ dissect AXON's Taser 7 product page and overall website experience in a new episode format. They cover website features, navigation, and how their eStore undermines the rest of their site experience. They also call out their two favorite LinkedIn posts of the week and what's been on their mind from the books they're currently reading.

Tony Gunn drops in and talks with Matt and MJ about empathy, thinking outside the box, and understanding the man jobs of your customer.

Chris Luecke from the Manufacturing Happy Hour drops by to talk with Matt and MJ about podcasting in the industrial space and how we was able to create one of the most influential podcasts in manufacturing. He talks content approach, starting small and scaling, how his marketing team took a hands off approach, and making more entertaining content in a vertical that is begging for more creativity.

Matt and MJ ring in the new year (sorry) by wondering aloud if some of the hallmarks of industrial marketing will fall by the wayside after industrial companies proved they could survive without them in 2020. Among the topics they talk about include if trade shows will "come back", why haven't industrial companies been able to build successful communities (and does that change this year), and if the "demand gen" approach to marketing breaks through in manufacturing, and if you can successfully do demand gen on a limited budget.

Mike K. Tatum joins Matt and MJ to dive deep into lead nurturing tactics. Mike breaks down how to get your first nurture started, the smart way to build your lead nurture out (hint: you're overcomplicating it), useful vs. useless touches, and how to map an effective nurture to your sales cycle. He also details the business impact of lead nurturing, including how he used nurture campaign to increase new customer acquisition by over 700%.

Dave Karr joins MJ and Matt to talk his career journey and advising industrial marketers on sales enablement and executive buy-in. Dave recounts his transition from sales at GE to overhauling the marketing program at regional juggernaut Mayer Electric, and then making the switch to nimble SaaS startup Klyck. He also talks professional development, owning the voice of customer, and casting vision in the key areas within an organization.

Jen Hartmann, Director of Social Media and Public Relations for John Deere, joins Matt & MJ to discuss John Deere's approach to social media and public relations and how they play offense and defense using both programs. She discusses cultivating media relationships, structuring your social media strategy around active listening, organic vs. paid social activities, and how John Deere activates (and observes) their users across channels. 

Imagine you just started at a new company. You own the marketing department. And the company is wanting to launch a completely new category with you at the helm – going to the same audience they’ve relied upon for so long. So, where the heck do you start?

MJ and Matt welcomed Dan Richards of Xometry on the show to talk about that exact scenario. Dan discusses positioning, tactics, promotional considerations, organizing the team, and what he would do differently if could wave a magic wand and do it all over again.

Matt and MJ talk marketing tech for the industrial space. What do you need and what’s not worth it? Is a tool like HubSpot even necessary for you? And what do you have to do to build the case for it?

They also discuss other tools they use, like, and don’t like for SEO, copy, audience intelligence, design, video, social media, and website analytics.

If you’re evaluating tools or looking for ways to improve on your processes and insights, this is a must listen episode.

NOTE: We're taking off for Thanksgiving, and will return with a new show December 2nd.