175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit

Welcome to this special episode of Manufacturing Happy Hour, recorded live at the 2024 Industrial Marketing Summit in Austin Texas, where we chat with five awesome industrial marketers about the evolution of industrial marketing.

The episode is divided into three parts and you’ll hear why an industrial marketing event is so important at the beginning of 2024, what a rebrand can really mean to an industrial company and how you can effectively market something that is a small part of a bigger industrial solution and make it exciting.

Plus, we also talk to our brilliant marketers about what meaningful marketing looks like to an engineer, how B2B marketing can be just as cool and B2C, what industrial marketers should be taking advantage of right now.

So join Chris as he talks with Adam Beck, Director of Marketing at CADENAS PARTsolutions, Kerry Nedic, Strategic Marketing Leader at Baker Hughes, John Joyce, Founder & Systems Architect at Brijr.io, Amanda Marx, Senior VP of Marketing, Digital Strategy and IT at HARTING Americas and Melissa Geertz, Director of Marketing at Grey Solutions, for loads of excellent advice, insights and inspiration.

In this episode, find out:

• How things have changed in industrial marketing since the summit started in 2018
• Why an event around industrial marketing is so important at the beginning of 2024
• Where our marketing leads see the industrial space going over the next few years
• What is most exciting in industrial marketing at the moment?
• How you market a niche product that’s a part of a bigger industrial solution and make it interesting
• Ways industrial marketers can stand out when talking about the labor issue and sustainability
• Marketing’s role is about building a reputation with audiences that matter
• Number one focus for industrial marketers right now
• How AI is going to change the way industrial marketers operate
• What a rebrand can mean for an industrial company
• Mistakes industrial companies make when it comes to getting their message out there
• Investing in marketing isn’t only about financial investment, but time and energy too
• Why it’s so important that sales and marketing are aligned

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Tweetable Quotes:

• “The marketing experience, the customer experience as a whole, is going to change for industrial companies over the next few years because industrial companies are just waking up to the value of the whole customer experience.”
• “We’re small, scrappy teams and I don't see that changing. But I think we are going to get so much better because of what AI is bringing to the table. So a small scrappy team's ability to generate good content at scale has never been more possible.”
• “The buyer's journey evolves and it changes. And it's so important to make sure that your strategy and your brand reflects that and addresses the buyer needs.”

Links & mentions:

• Connect with our industrial marketing leaders on LinkedIn:
• Adam Beck https://www.linkedin.com/in/adambeck79/
• Kerry Nedic https://www.linkedin.com/in/knedic/
• John Joyce https://www.linkedin.com/in/johnfjoyce/
• Amanda Marx https://www.linkedin.com/in/amandamarx/
• Melissa Geertz https://www.linkedin.com/in/melissageertz/

Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.