I'm reviving my show "Talk Shop," where I sit down with industry professionals and talk about all things manufacturing. I couldn’t think of a better guest to kick things off than Doug Trout, the man behind the scenes of Fabtech, one of the biggest manufacturing shows in North America. Doug is often referred to as the "Fabtech God," and for good reason—he’s got all the insider knowledge and connections you need to maximize your trade show experience.

We talk about Fabtech’s move to Orlando this year, why pre-registration numbers are off the charts, and what you can expect from this year’s show. Doug shares some valuable insights on how to make the most out of attending, from getting attention at your booth to networking tips that actually work. We also dive into the latest industry trends, like the explosion of automation and robotics, and Doug’s predictions for the future of Fabtech in Orlando.

Whether you’re an exhibitor or an attendee, you don’t want to miss this episode packed with tips and behind-the-scenes stories straight from one of the industry’s biggest trade shows.

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Challenges and Opportunities in B2B Industrial Companies

In this episode, I dive into how to turn challenges in industrial marketing into opportunities, especially for B2B companies.

I start by highlighting the pervasive mindset issue within many industrial companies, where traditional approaches hinder marketing progress. I explain how to challenge this mindset by embracing differentiation in your marketing strategies.

Next, I discuss resource constraints, whether human or financial, and the importance of working with niche-focused agencies that truly understand your industry.

Lastly, I tackle the competitive landscape, emphasizing the need for content creation to stand out in crowded markets.

Whether it’s video, written content, or other forms of media, producing relevant, valuable content is key to capturing attention and driving results in the industrial sector.

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Dealing With Setbacks In Industrial Sales

In this epsiode, we dive into how to overcome setbacks in your industrial sales pipeline and turn potential losses into future wins.

Setbacks are inevitable, whether it's losing a deal to a competitor or facing industry-specific challenges like budget cuts or ghosting from prospects. We discuss strategies to keep your pipeline healthy, including playing the long game with lost deals, diversifying your pipeline across industries and company sizes, and ensuring consistent follow-up, even when clients go quiet.

Remember, setbacks can become opportunities if you stay proactive and keep your funnel strong.

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Technical Sales University: https://training.technicalsalesu.com/enroll

TOP Digital Marketing Strategies for Industrial Manufacturers

In this episode, I'm breaking down why most industrial marketing strategies fail and how to fix them with three actionable steps.

First, I'll talk about the importance of fixing your SEO. Without optimized pages, you're missing out on crucial visibility. I recommend using tools like SEMrush to assess and improve your rankings.

Next, I'll explain why tracking performance is non-negotiable. You need to measure what's working and what isn't—tools like HubSpot can help you stay organized and on top of your game.

Finally, I'll emphasize the necessity of content creation. Whether it's video, long-form posts, or something unique, putting out consistent, engaging content is key to standing out in the industrial sector.

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Technical Sales University: https://training.technicalsalesu.com/enroll

The Challenges Of Marketing And Selling Technical Products

If your industrial sales pipeline is struggling and you’re not closing deals, it’s time to switch things up. In this epsiode, I share three key strategies that you can implement today to start seeing results.

First, it’s all about selling solutions, not specs. Too often, technical salespeople get bogged down in the details instead of identifying and addressing the customer's actual problems.

Second, you need to clearly define your value proposition—what makes you stand out from the competition?

Finally, relentless follow-up is non-negotiable. I'll dive deep into each of these points, sharing practical advice and examples from years of experience in industrial sales and marketing. Let’s get your sales process on track and start closing those deals!

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MFG Tribe: https://mfgtribe.com
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Technical Sales University: https://training.technicalsalesu.com/enroll

MASTERING Industrial Post-Show Tactics

In this episode, we're diving into essential post-trade show tactics that can help you make the most of your efforts. If you've just wrapped up an industrial trade show, you’ll want to listen to this.

We discuss the importance of immediate follow-up, lead generation, and personalized communication to keep your brand fresh in potential clients' minds. Additionally, I share why scheduling next steps and never giving up on your leads are critical components of trade show success.

Whether you're new to trade shows or a seasoned pro, these strategies can help you close more deals and maximize your ROI.

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Industrial Content Marketing that Converts

Creating industrial content that converts is crucial, and in this episode, I dive into the strategies that have driven our success. Last year, our team produced nearly 2,000 videos and over 700 articles, and this year, we're scaling even higher. With an in-house team of skilled video producers, writers, and engineers, we generate content that's both technical and effective.

One of the key concepts I introduce is "Search vs. Send." Are people searching for your content, or are you sending it to them? Understanding this determines your approach—whether it’s optimizing for SEO or crafting something compelling that you send out directly. I also discuss the importance of balancing written content with video. Written content is versatile and easier to distribute, while video can engage more deeply but requires more resources to produce and distribute effectively.

The bottom line? Your content must be authoritative, valuable, and tailored to your audience. Whether you're creating direct, no-fluff content for engineers or adding a bit of storytelling for other audiences, the goal is to educate or entertain while providing genuine value.

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If you're not doing webinars and live events, you're missing out on a massive opportunity to generate brand awareness and revenue. In this episode, I’m breaking down why I host these events and how they can benefit revenue. Webinars and virtual events are essential tactics for growing industrial leads. Today, I'm going to share how to make your webinars educational and engaging, ensuring they provide real value to your audience.

The key to successful webinars is to start with an educational topic. It shouldn't be a sales pitch; instead, focus on providing valuable information and addressing common industry issues. Collaborate with your sales team to identify frequently asked questions and problems your customers face. This will help you craft a relevant and engaging topic.

Pre-marketing is crucial for the success of your event. Ideally, you should begin marketing your event weeks in advance, creating anticipation through social media, email campaigns, and even landing pages for registration. On the day of the event, ensure that your presentation is engaging and interactive. Post-event, continue to leverage the content by chopping it up into smaller pieces and marketing it as replay access, ensuring you maximize its value.

Webinars and live events are not just about the immediate interactions; they provide long-term benefits by increasing brand awareness and engagement. By consistently delivering educational content and maintaining a strategic marketing approach, you'll see significant growth in your industrial leads and overall business success.

#industrialmarketing #industrialleadgeneration #industrialadvertising

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