The Manufacturing Marketer

The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit.

The Industrial Marketing Summit is shaping up to be a can't-miss event on any industrial marketer's calendar. Wendy Covey, Joe Sullivan, and Adam Beck got together to talk about what to expect from the summit.

The event takes place January 31 - Feb 2 at the University of Texas at Austin campus in the AT&T Hotel and Conference Center.

Gorilla 76, TREW Marketing and CADENAS PARTSolutions are hosting the event after they noticed a need for an individual marketing summit geared specifically toward the needs of industrial marketers. The conference is broken into three days.

Day one: Welcome dinner and reception

Day two: Full-day of sessions

Day three: Half day of workshops.

The half-day of workshops are designed for industrial marketers to walk away with actionable insights to take back with them. The first workshop is titled "Successful Reporting: Using Data to Tell the Story About What's Working." Hosted by Gorilla 76, attendees will leave the workshop with a meaningful dashboard that will help paint a clear picture of your progress for your leadership team. The second workshop is hosted by TREW Marketing and is titled "Leveling Up Your Content Plan: A Guided Approach to Building Brand Authority." Attendees will leave this workshop with a completely build out content strategy for a campaign.

The conference will cover the following topics, and more!

• Product Marketing

• Sales and Marketing Alignment

• Increasing Right-Fit Leads

• SEO and Trustworthy Content

• Al Tools and Practical Al Strategies

• Using Data to Redefine Marketing

• The Importance of Customer Experience

• Building and Measuring Brand

• Influencer Marketing and Thought Leadership

Resources

• Register for the Industrial Marketing Summit

• Follow Industrial Marketing Summit on Linkedin

• Become an Industrial Marketing Summit Sponsor

• Connect with Wendy on Linkedin

• Connect with Joe on Linkedin

• Connect with Adam on Linkedin

Today we delve further into artificial intelligence (AI) in B2B manufacturing marketing. Brendan is joined by Joe Sullivan and Rose Hansen to discuss the potential of AI to revolutionize marketing strategies, debunk common misconceptions, and provide practical insights into leveraging AI tools effectively.

From understanding how AI can be used as a brainstorming partner, to exploring its role in content creation and research, this episode is a must-listen for B2B marketers and business leaders in the manufacturing industry who are keen to stay ahead of the curve.

Listen in as we explore:

- The strategic use of AI in B2B marketing

- The impact of AI on content creation and research

- Overcoming resistance and misconceptions about AI

- The importance of AI in data protection and security

- Preparing your organization for AI implementation

Whether you're a skeptic or an enthusiast, this episode provides valuable insights into the transformative power of AI and how it can help your business stay competitive in the ever-evolving B2B marketing landscape. Don't miss out on this chance to learn how to harness the power of AI and propel your business forward!

Enter the world of AI by listening to actual use cases and tools such as:

- Video transcripts with Descript

- Blog outlines using Chat GPT and Claude

- Audio refinement with Abode Podcast

- And more!!

The IML community came together to share our favorite AI tools for this episode, but we’d love to keep the conversation going! Let us know how you’ve been using AI in the comments!

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

Dan and Jeff from Graco join us on the podcast to finish up our discussion on industrial product launches. In this show we discuss creating your marketing plan during pre-launch and how they executed the launch of the Quantm pump.

We’re pleased to introduce two veteran product launchers to the IML community this week: Jeff Shaffer and Dan Purkat of Graco. Jeff and Dan take us through the key steps of a successful product development process. We’ll cover:

Rooting yourself in the voice of the customer

When and how to convince the engineering team to pivot

Marketing with distributors vs. to end users

And more!

Stay tuned for part two of this conversation, where Jeff and Dan take us through the product launch itself and share their experiences and lessons learned. When published, you’ll be able to find it in The Manufacturing Marketer podcast link below.

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

On this episode of The Manufacturing Marketer we are sharing audio with you from a panel hosted by Jam Khan from 6sense.

In this session, Grace Wright, Strategy Director at Gorilla 76, and MJ Smith, CMO at CoLab discuss how manufacturers can level up their marketing strategies by:

- Learning industrial startup tactics from real-world examples

- Getting actionable insight into campaign optimization

- Listening to a thoughtful Q&A session with industry experts

To learn more about 6sense please visit https://6sense.com

If you work in marketing, you’ve worked with your company blog. In this episode, we’ll lean on Gorilla 76’s technical experts, Digital Creative Director Randall Zaitz and Lead Developer Rui Huang, to cover best practices for a clean user experience including…

• How to level-up your blog from the WordPress default

• Key elements worth including in your design

• How to tell developers EXACTLY what you want

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

Brendon and Aren discuss challenges with targeting niche B2B audiences and share alternative tactics like building custom lists to overcome platform limitations. They cover the pros and cons of native targeting vs. lists and when to use each approach. Tips include leveraging internal SMEs, targeting subsets of industries, and continuous refinement.

Brendon Forrest and Aren Buresh discuss how industrial marketers can set measurable goals and track key performance indicators (KPIs) to evaluate marketing effectiveness.

They explain how to establish SMART goals aligned to business objectives and select KPIs based on campaign metrics. Brendon and Aren provide examples of common goals and KPIs, and advise on frequency of measurement. They also cover approaches when goals aren't being met and tips for new marketers starting the process.

Learn best practices for aligning goals and KPIs as business needs evolve through constant review and leadership alignment.

This episode offers actionable guidance on a foundational marketing task. Brendon and Aren provide clarity on differences between goals and KPIs while emphasizing the importance of realistic expectations, simplicity, and regular reporting for ongoing relevance. Industrial marketers will gain insights for developing cohesive performance tracking systems tied to desired outcomes.

What you need, what you don’t, and how it’s used - refine your marketing tech stack with these foundational tools. Listen in on Peyton, Brendon, Kevin and Patrick talking about everything from integration to use cases with the IML community.

You’ll learn about:

What our tech stack looks like

How to troubleshoot on Wordpress & with tag plugins

The necessary tech stack for a small marketing team

What tools our IMLers use & how they use it