Can you believe it's already time to plan for 2025? Lee Chapman and I reflect on everything that changed in the world of marketing in 2024 and how we're updating our marketing strategy in 2025.

In this episode, Wendy Covey and Lee Chapman discuss the evolving landscape of marketing as they prepare for 2025. They reflect on the significant changes in inbound marketing, the importance of having a solid strategy, and the role of AI in enhancing marketing efficiency. The conversation also delves into the necessity of strong branding and the need for companies to focus on high-quality content that resonates with their audience. As they look ahead, they emphasize the importance of adapting to new tools and trends while maintaining a clear and focused marketing strategy.

Takeaways

• The inbound marketing playbook is evolving.
• Having a well-formed strategy is crucial before experimenting with new tools.
• AI tools can assist in creating more effective marketing strategies.
• Brand differentiation is key in a crowded marketplace.
• Quality of content is more important than quantity.
• Webinars and short-form videos are effective for conversions.
• Companies should focus on their unique expertise to stand out.
• Leveraging customer feedback is essential for brand messaging.
• Maintaining a clean CRM is vital for effective marketing.
• 2025 will require marketers to adapt to new trends and tools.

Resources

• • Connect with Lee on LinkedIn
  • Connect with Wendy on LinkedIn
  • Register for the Industrial Marketing Summit
  • Related Episode: How to Leverage Clean Data and AI for Effective Email Marketing
  • Listen to the Artificial Intelligence Show

Scroll through Rob Brunson's LinkedIn profile and you'll see a variety of personal and professional posts - from memes to personal and emotional essays. His online presence inspires trust which ultimately makes his sales strategy a success.

In this episode of Content Marketing Engineered, Rob Brunson, Vice President of Marketing and Sales for Wallace Electronic Sales, shares insights on the importance of authenticity in social media, particularly on LinkedIn. He discusses his approach to personal branding versus company branding, the strategies he employs for content creation, and the significance of building genuine relationships in sales. Rob also reflects on his personal experiences, including the loss of his mother, and how these experiences shape his online presence and interactions. The conversation emphasizes the need for sales professionals to be themselves and to nurture relationships rather than resorting to aggressive sales tactics.

Takeaways

• Authenticity is key in social media engagement.
• Different audiences require tailored content strategies.
• Building relationships is crucial in sales.
• Personal experiences can enhance professional interactions.
• Humor can make sales approaches more relatable.
• Sales professionals should avoid pitching in initial contacts.

Resources

• • Connect with Rob on LinkedIn
  • Connect with Wendy on LinkedIn
  • Related Episode:The Power of Developing a Personal Brand in an Industrial Sales Role
  • Related Episode: Building A Strong Personal Brand with Chris Luecke

As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions.

Dave Necessary, Executive Vice President of Product Development at Gardner Business Media stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report. Dave's findings emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation concludes with practical recommendations for marketers looking to enhance their outreach and engagement efforts.

Takeaways

• 65% of buyers are open to considering new vendors during the purchasing process.
• 98% of buyers look for alternatives when making a purchase decision.
• The buying team typically consists of three or more members.
• Multi-channel marketing is essential for reaching buyers effectively.

Resources

• • Connect with Dave on LinkedIn
  • Connect with Wendy on LinkedIn
  • Download the Industrial Buying Influence Report
  • Learn more about Gardner Business Media
  • Related Resource: State of Marketing to Engineers Research Report

The TREW Crew is fresh back from sunny San Diego, and we're diving deep into their experience at Content Marketing World. Hear our lessons learned and what we'll be applying to our own marketing practice.

Join me as Lee Chapman and Morgan Norris share their insights from the mentorship program, the manufacturing master class, and the countless inspiring sessions they attended. We'll discuss the latest AI innovations, the power of personal branding, and the evolving landscape of video marketing.

They also share their honest thoughts on the conference party, and we'll look ahead to future industry events like the Industrial Marketing Summit. Whether you're a seasoned marketer or just starting out, this episode is packed with actionable tips and inspiring stories.

Takeaways

• Participating in the mentorship program was a highly rewarding experience.
• The manufacturing masterclass focused on personal branding strategies.
• Storytelling is a crucial element in marketing, especially for technical audiences.
• AI is reshaping SEO strategies, emphasizing search intent over keywords.
• Video marketing is becoming more accessible and less intimidating for companies.
  
  

Resources

• Register for the Industrial Marketing Summit
• Connect with Lee on LinkedIn
• Connect with Morgan on LinkedIn
• Connect with Wendy on LinkedIn

Calling all industrial marketers! The Industrial Marketing Summit is BACK!

On this week's episode, we're sharing all the details on what to expect from the second annual Industrial Marketing Summit, the go-to event tailored specifically to the challenges of marketers in the B2B manufacturing, engineering, and technical industries.

Joe Sullivan, co-founder of Gorilla76, is my partner in crime! Together, our agencies are hosting the Industrial Marketing Summit, which will take place Wednesday, February 26 through Friday, February 28, 2025 in the AT&T Hotel and Conference Center at the University of Texas Austin campus.

I invited Joe on the podcast this week to talk about what he's most excited about for next year's event and why we started IMS in the first place. We'll peel back the curtain on the event schedule, covering workshops, keynote sessions, panels, and roundtables. We also talk about the positive feedback we received from the 2024 event and how this marketing summit is different from other marketing conferences you could attend.

Takeaways

• The Industrial Marketing Summit is designed for industrial marketers.
• Workshops will provide actionable insights for attendees.
• The event aims to build a community among industrial marketers.
• Sponsorships opportunities are available for companies who want to get involved.
• The summit will feature dual tracks of sessions: Brand & Strategy and Tactical Excellence
• The event is inclusive for all levels of marketers.

Resources

• Register for the Industrial Marketing Summit
• Connect with Joe on LinkedIn
• Connect with Wendy on LinkedIn

If you're a well-established industrial brand in a specific vertical, it can be tempting to launch your products in a completely different sector. But there is a lot that goes into making the decision to launch into a new market and even when you do make the decision, it can take years and many trial and errors to gain market share. That's why I had John Schober, founder of Sorian, on the podcast this week. John has decades of experience consulting for businesses who are interested in launching into new markets. He shares insights on entering new markets, emphasizing the importance of experimentation, understanding customer needs, and developing a strong value proposition.

He discusses the iterative process of prototyping and feedback, risk management, and the necessity of collaboration across teams. Additionally, he highlights effective marketing strategies and the role of technical marketing in successfully penetrating new markets.

Takeaways

• Experimentation is crucial when entering new markets.
• Understanding customer needs is essential for success.
• Prototyping can help capture customer interest and feedback.
• Collaboration between R&D, marketing, and sales is vital.
• Unlearning previous assumptions is necessary when entering new markets.
• Iterative processes lead to better market fit and product success.

Resources

• Connect with John on LinkedIn
• Connect with Wendy on LinkedIn
• Mentioned in the Episode: Crossing the Chasm by Geoffrey A. Moore
• Related Resource: How to Create a Product Positioning Statement
• Related Guide: Product Launched for Engineers

Successful email marketing always starts with a clean email database. Hear tips on how to organically grow your email list, how often you should review your email list, when to delete inactive recipients, and how AI plays a role.

In this episode of Content Marketing Engineered, I talk to Shelly Alvarez, the Vice President of Marketing Services at Ragnarok. We discuss the evolution of email marketing, the impact of AI, and the importance of maintaining a clean database. Shelly shares insights on building a database from scratch, effective email marketing strategies for startups, and the significance of measuring success through revenue and key performance indicators. The conversation emphasizes the need for continuous testing and adaptation in marketing strategies.

Takeaways

• Email marketing is still relevant and evolving.
• Maintaining a clean database is crucial for email success.
• Pop-ups on websites can effectively capture leads.
• Testing different strategies is essential for success.

Resources

• Connect with Shelly on LinkedIn
• Connect with Wendy on LinkedIn
• Related Episode: Email Marketing Myths Debunked: What Really Works in 2024
• Related Resource: B2B Email Marketing Tips That Actually Work with Jay Schwedelson

How can we navigate the "family feud" between sales and marketing so we all succeed? Mark Hunter, The Sales Hunter, is on the show to talk about the common misunderstandings between teams and how to work together.

Mark Hunter is a best selling author, professional speaker, and founder of The Sales Hunter, an organization that trains companies and salespeople to achieve better sales and retain customers.

This episode is all about the age-old battle (or more, "misunderstanding") between sales and marketing departments and how to work through tension that often occurs. We explore the customer journey, the significance of effective communication, the need for alignment in strategies, and the need for quality metrics reporting. Mark discusses the role of personal branding on LinkedIn, and practical advice for bridging the gap between sales and marketing teams.

Takeaways

• The blame game between sales and marketing is unproductive.
• Understanding the customer journey is crucial for both teams.
• Salespeople should take responsibility for prospecting.
• Marketing should create awareness and educate the market.

Resources

• Connect with Mark on LinkedIn
• Connect with Wendy on LinkedIn
• Related Episode: The Power of Developing a Personal Brand in an Industrial Sales Role
• Related Resource: Top 7 Topics Sales & Marketing Alignment Sessions