The Manufacturing Marketer

Having the right goals in place, communicating expectations to leadership, and agreeing on how those goals will be measured is super important for marketing's success long term. It can feel daunting, but it’s also your best bet at communicating marketing’s value and getting a seat at the table.

We've talked about setting and measuring goals and KPIs on the show before, but today, we have strategy director Grace Wright joining us to take the conversation a step further.

If you listened to last week’s episode, you’ll remember Nick. He came on Industrial Marketing Live and talked about how to achieve professional product videos. He talked a lot about the high level planning involved and how to work with a production company to shoot content.

In this episode, we continue that conversation by talking about what makes a great product video in detail - down to the specific shots you should instruct your videographer to get.

Lights, camera... Time to elevate your company's video production on this week's IML!

As requested by IMLers, we brought senior videographer Nick Tacony back on the show. He walks us through finding talented producers, building a video strategy and winning each stage of the production process.

A lot of industrial marketers are working on very small teams with limited resources. Developing a paid, part time intern program is a great way to increase your capacity as a marketing department. With the right guidance, a bright, eager-to-learn college student can make a BIG impact. We know, because we have our intern program at Gorilla and have seen its success.

G76 intern Andrew Hill joins us to talk about his experience, along with Brendon who manages our intern program. You'll hear from both sides how this type of program can make an impact, and what you need to do as a manager to make it successful.

This is a marketing podcast, but we know labor challenges are one of the biggest problems facing manufacturers today. Managing turnover and attracting top talent is HARD when you don't have a large applicant pool.

That’s where marketing can help! Today, we’re talking about marketing for recruitment purposes, and we've brought in G76 HR experts, Elyse Guttmann and Jon Franko. We talk about:

- How to write better job descriptions

- Improving the careers page on your website

- When to promote a job posting with ad spend

We've all seen (and scrolled right through) a product's technical spec sheet. They're not engaging and fail to capture your company's unique point of view.

So how do you create compelling technical content that your customers care about?

Some of our writers — James Boeckmann, Grace Halverson and Nihal Shetty — tackle that very question in this episode

Today's episode is all about the lead hand off between marketing and sales. It's extremely important and often involves a lot of tech and integrations.

John Joyce of Brijr.io joins us to talk about all the nuances here. His company specializes in tech stack integrations for industrial companies. We talk about:

- Common mistakes when it comes to lead hand offs

- How data can leak out of your lead management process

- Why integrations are so important

- The complexity of lead management when selling through distributors

John also gives a sneak peek of his Industrial Marketing Summit presentation. Be sure to say hi in Austin! Jan 31 - Feb 2, 2023.

Customer interviews, third-party reports and Google searches are great, but they’ll only take your marketing research so far.

On this week’s IML episode, we welcome the head of growth at Wonder Victoria Sakal to share her experience in collecting and using data, including:

How to effectively conduct surveys

How to find credible sources

How to keep up with the latest market shifts

Listen and learn how to strengthen your customer and market research!

Shelby Huber and Kelly Obbie of Cadenas Parts Solutions join us on the podcast to continue our conversation about organic social strategy. We talk more about how one-person teams can execute this strategy well, and we answer all your lingering questions from last week's episode!

Our friends at CADENAS PARTsolutions Kelly Obbie and Shelby Huber shared some thoughtful strategies on increasing your company’s organic social engagement, including:

The 50/30/20 rule

Finding & sticking to your brand voice

Tracking engagement metrics

Tune in to learn how to crush it on social media & engage with your customers!

–

Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.