The Industrial Marketing Show

Case studies and marketers in the manufacturing space have a love/hate relationship. We love to get them, but too often find ourselves not in love with the end result.

But what if the success of your case study had more to do with preparation than the actual interview? 

Matt and MJ talked with Joel Klettke, who outlines an absolutely masterful method for designing the perfect industrial case study. He walks through identifying candidates to designing the right questions to the proper Case Study format and finally proves that you can even make an impactful Case Study from the dreaded "anonymous" customer.

This is 41 minutes of pure gold. Grab your notebook.

Matt and MJ discuss the Keystone Content strategy, otherwise known as Content Pillaring, and the different ways to execute using webinars, podcast, or video. They talk about the best ways to execute it start to finish, how it lessens your subject matter experts time while multiplying their influence, and how it allows for you to waterfall long form content into micro-content formatted for the channel to drive brand awareness.

Michelle Raymond, CEO of Good Trading Co., talks about her early adoption of LinkedIn 5 years ago in the manufacturing space. She describes how value-based thought leadership grew her network and her quota, how she transferred that practice from the chemicals industry to industrial safety, and what her current clients in the industrial industry are doing now to use LinkedIn to drive successful business results.

Jake Hall, known as the "The Manufacturing Millennial", joins MJ and Matt to discuss growing his network from 1,000 to 10,000 LinkedIn connections and it's impact to his personal and professional development.

Jake talks about how he's repurposed old content in a branded, episodic series, what industrial companies are missing when it comes to building audience & it's impact to business, how industrial companies can attract young up and coming talent, and where he's hoping to take his movement in the future.

Matt and MJ talk with Dave Loomis about the Outcome-driven Innovation approach. Dave talks about how to apply this principle in your industrial organization, what outcome-driven innovation is, common traps to avoid, and details the approach through several use cases he's used in his career for industrial product companies to innovate their product and dominate their market.

Dave also discusses his new book, "Marketing is Everything We Do - How Serving Others Brings Success in Business and in Life" due out in December.

MJ and Matt ride without a guest to talk about their combined lessons from doing 5 website overhauls in their. career. They discuss positioning, ecommerce in the industrial space, copywriting, conversion paths, and more. They also talk about ways to increase conversions on your industrial website and the most effective ways to write for and to your audience.

Chris Bliven of Fronius drops in to chat with Matt about his personal YouTube channel milkycereal83. 

Matt and Chris discuss how Chris leverages his personal YouTube channels to help create brand awareness, help with his dealer partnerships, and creates a grassroots level affinity for his company.

He also talks about how his global industrial company responded, and why more Salespeople don't do more marketing activities to help their careers.

Chris also gives some great tips on how he comes up with a tracks ideas, how he films and edits, and what his creation process is like.

Kahlid Saleh, CEO of Invesp, drops by the show to talk with Matt and Korina about Conversion Rate Optimization for B2B companies. Khalid discusses the importance of testing BIG ideas, common A/B testing mistakes, the myth of growth hacking, and "settles" the debate of chat bots vs. forms.

Matthew and MJ chat with Maja Foster about creating marketing and sales alignment. Maja talks about building trust between the two teams, how to set expectations properly between the two departments, and unconventional campaigns she's ran where she sought sales feedback before executing - and the results that followed.

Gavin Hodgins is a CEO that believes in marketing, but it hasn't always been that way. He tells us about how an early experience getting messaging right (and subsequently closing a lot of sales) changed his perspective forever. That led him to invest more money in a website overhaul than his entire marketing budget from the prior year. Since then, marketing has enabled FloatPac to change their business model, increasing profitability and bringing them closer to their customers. Plus - the crazy story of how FloatPac started making masks during COVID-19. They ended up on the local news, 100K visitors crashed their website - and the rest is history!