Industrial Marketer Wed, 04 Mar 2026 20:32:02 -0500 https://www.buzzsprout.com/1056112 en-us © 2026 Industrial Marketer yes 4525c496-2169-5c9a-8886-0a79d7973391 Joey Strawn & Nels Jensen episodic false Buzzsprout (https://www.buzzsprout.com) Joey Strawn & Nels Jensen https://storage.buzzsprout.com/gc34g6sewif76jlnjsksykpq1bjz?.jpg Industrial Marketer The Importance of B2B Real-Time Marketing The Importance of B2B Real-Time Marketing Not every customer or prospect touch point is created equal in the world of industrial marketing. That’s one of the reasons you should be leveraging real-time marketing to meet prospects and customers on their terms. Real-time marketing is a way for your company to stand out in the onslaught of data.

]]> Not every customer or prospect touch point is created equal in the world of industrial marketing. That’s one of the reasons you should be leveraging real-time marketing to meet prospects and customers on their terms. Real-time marketing is a way for your company to stand out in the onslaught of data.

]]> Joey Strawn & Nels Jensen Buzzsprout-12903856 Tue, 23 May 2023 13:00:00 -0500 2477 3 5 full false The Key Elements of Workforce Recruitment Messaging The Key Elements of Workforce Recruitment Messaging Your industrial workforce recruitment messaging is actually pretty simple: Tell people why they should want to work at your company, and tell them why people stay. The hard part is ensuring your company can articulate its purpose and has an “employer of choice” culture.

Here are the great articles mentioned in the podcast:

What those new hires who don’t work out running from

What it means to be an employer of choice

Why you should rethink your old hiring rules


]]> Your industrial workforce recruitment messaging is actually pretty simple: Tell people why they should want to work at your company, and tell them why people stay. The hard part is ensuring your company can articulate its purpose and has an “employer of choice” culture.

Here are the great articles mentioned in the podcast:

What those new hires who don’t work out running from

What it means to be an employer of choice

Why you should rethink your old hiring rules


]]> Joey Strawn & Nels Jensen Buzzsprout-12721681 Tue, 25 Apr 2023 14:00:00 -0500 2940 3 4 full false How to Get Started With B2B Marketing Webinars How to Get Started With B2B Marketing Webinars In the latest edition of the Industrial Marketer Podcast, co-hosts Joey and Nels offer suggestions on how to get started with webinars, which can be especially effective for long buying cycles and niche manufacturing marketing. They are a preferred method of gathering information, create a dialogue with qualified leads, nurture relationships, and have high conversion rates.

]]> In the latest edition of the Industrial Marketer Podcast, co-hosts Joey and Nels offer suggestions on how to get started with webinars, which can be especially effective for long buying cycles and niche manufacturing marketing. They are a preferred method of gathering information, create a dialogue with qualified leads, nurture relationships, and have high conversion rates.

]]> Joey Strawn & Nels Jensen Buzzsprout-12538063 Wed, 29 Mar 2023 10:00:00 -0500 2498 3 3 full false 3 Ways to Improve Your Manufacturing Audience Targeting 3 Ways to Improve Your Manufacturing Audience Targeting The technology behind targeting can be intimidating for industrial marketers who deal with complex buying journeys. The Industrial Marketer podcast offers up a three-step approach to help you get started. It includes dipping your toe into the intent/big data waters, a little bit of account based marketing, and a whole lot of importance on personas.

]]> The technology behind targeting can be intimidating for industrial marketers who deal with complex buying journeys. The Industrial Marketer podcast offers up a three-step approach to help you get started. It includes dipping your toe into the intent/big data waters, a little bit of account based marketing, and a whole lot of importance on personas.

]]> Joey Strawn & Nels Jensen Buzzsprout-12338958 Tue, 28 Feb 2023 11:00:00 -0600 2879 3 2 full false How Manufacturers Can Experiment with AI Marketing How Manufacturers Can Experiment with AI Marketing Artificial Intelligence (AI) tools lead the forefront of current marketing conversations in 2023. Joey and Nels are diving into how they can be used by industrial marketers and what you need to know to be prepared for the coming revolution. 

]]> Artificial Intelligence (AI) tools lead the forefront of current marketing conversations in 2023. Joey and Nels are diving into how they can be used by industrial marketers and what you need to know to be prepared for the coming revolution. 

]]> Joey Strawn & Nels Jensen Buzzsprout-12086113 Tue, 24 Jan 2023 11:00:00 -0600 2912 3 1 full false Holiday Wisdom from The Industrial Marketer Holiday Wisdom from The Industrial Marketer With apologies to the Magi, co-hosts Joey and Nels offer up manufacturing marketing holiday gifts from the Indusrti in the form of industrial gold, marketing frankincense, and wisdom myrrh.

]]> With apologies to the Magi, co-hosts Joey and Nels offer up manufacturing marketing holiday gifts from the Indusrti in the form of industrial gold, marketing frankincense, and wisdom myrrh.

]]> Joey Strawn & Nels Jensen Buzzsprout-11886573 Tue, 20 Dec 2022 10:00:00 -0600 1654 full false Social Media Advertising for Manufacturers Social Media Advertising for Manufacturers It may be a surprise to manufacturers that social media advertising can be a strong driver of growing prospects or even conversions. But the rich data in social media is a fertile testing ground for custom audiences. The Industrial Marketer podcast explains.


]]> It may be a surprise to manufacturers that social media advertising can be a strong driver of growing prospects or even conversions. But the rich data in social media is a fertile testing ground for custom audiences. The Industrial Marketer podcast explains.


]]> Joey Strawn & Nels Jensen Buzzsprout-11737747 Tue, 22 Nov 2022 10:00:00 -0600 2673 2 11 full false What You Need to Know About Google Analytics 4 What You Need to Know About Google Analytics 4  Google Analytics 4 is not just an update of the popular, free web traffic tool. GA4 is an entirely new platform. Since Google has not made major changes in its analytics in 10 years, this is kind of a big deal. For many marketers, Google’s current version, known as Universal Analytics, is all they know. The Industrial Marketer Podcast breaks down what you need to know about this important transition. 


]]>  Google Analytics 4 is not just an update of the popular, free web traffic tool. GA4 is an entirely new platform. Since Google has not made major changes in its analytics in 10 years, this is kind of a big deal. For many marketers, Google’s current version, known as Universal Analytics, is all they know. The Industrial Marketer Podcast breaks down what you need to know about this important transition. 


]]> Joey Strawn & Nels Jensen Buzzsprout-11562426 Mon, 24 Oct 2022 09:00:00 -0500 2788 2 10 full false The Top 5 Types of Marketing Content for the Awareness Phase The Top 5 Types of Marketing Content for the Awareness Phase The key to the awareness phase in industrial marketing is getting on the prospects’ radar screen. Another way to think of it is as the Attraction Phase. You want the prospect to be attracted to your brand and how you will meet their needs. For both the prospect and the marketer, that means the awareness phase messaging should be about solving problems, getting answers and meeting needs. Listen to this episode of the Industrial Marketer Podcast to learn more.


]]> The key to the awareness phase in industrial marketing is getting on the prospects’ radar screen. Another way to think of it is as the Attraction Phase. You want the prospect to be attracted to your brand and how you will meet their needs. For both the prospect and the marketer, that means the awareness phase messaging should be about solving problems, getting answers and meeting needs. Listen to this episode of the Industrial Marketer Podcast to learn more.


]]> Joey Strawn & Nels Jensen Buzzsprout-11405198 Wed, 28 Sep 2022 23:00:00 -0500 2486 2 9 full false How to Leverage Today's Manufacturing Trade Shows How to Leverage Today's Manufacturing Trade Shows The pandemic forced a massive, two-year pause in the industrial trade show world. And while we learned that we need to do a much better job of treating our websites like an always-on exhibit, we also learned that the in-person aspect is difficult to replace. In the latest edition of the Industrial Marketer Podcast, co-hosts J

]]> The pandemic forced a massive, two-year pause in the industrial trade show world. And while we learned that we need to do a much better job of treating our websites like an always-on exhibit, we also learned that the in-person aspect is difficult to replace. In the latest edition of the Industrial Marketer Podcast, co-hosts J

]]> Joey Strawn & Nels Jensen Buzzsprout-11205504 Tue, 30 Aug 2022 10:00:00 -0500 2658 2 8 full false 5 Ways Industrial Companies Can Benefit from Marketing with Video 5 Ways Industrial Companies Can Benefit from Marketing with Video The incentive for adding video to the mix for your manufacturing marketing comes down to three key factors: people prefer visual learning, search algorithms increasingly reward sites with video content, and users engage through video at much higher levels than with other forms of content. In this edition of the Industrial Marketing podcast hosts Joey and Nels discuss 5 ways manufacturers can leverage video in their marketing.

]]> The incentive for adding video to the mix for your manufacturing marketing comes down to three key factors: people prefer visual learning, search algorithms increasingly reward sites with video content, and users engage through video at much higher levels than with other forms of content. In this edition of the Industrial Marketing podcast hosts Joey and Nels discuss 5 ways manufacturers can leverage video in their marketing.

]]> Joey Strawn & Nels Jensen Buzzsprout-11026055 Tue, 26 Jul 2022 10:00:00 -0500 2972 2 7 full false 5 Best Practices for Industrial Website Design in 2022 5 Best Practices for Industrial Website Design in 2022 Industrial buyers have high expectations when they visit your manufacturing website. They want to learn how you can help alleviate their pain points and that you will be able to answer their specific questions. They want to see what your products can do for them, and they want as little friction as possible in being able to configure a solution, get a rough cost estimate and determine if you are a serious contender for their business. This episode of the Industrial Marketer Podcast discusses how to meet their expectations.


]]> Industrial buyers have high expectations when they visit your manufacturing website. They want to learn how you can help alleviate their pain points and that you will be able to answer their specific questions. They want to see what your products can do for them, and they want as little friction as possible in being able to configure a solution, get a rough cost estimate and determine if you are a serious contender for their business. This episode of the Industrial Marketer Podcast discusses how to meet their expectations.


]]> Joey Strawn & Nels Jensen Buzzsprout-10864396 Mon, 27 Jun 2022 15:00:00 -0500 3308 2 6 full false 3 Keys to a Successful Recruitment Marketing Campaign 3 Keys to a Successful Recruitment Marketing Campaign You can improve your chances for a successful hiring campaign if you follow these three guidelines. Effective recruitment starts with: 1) defining your employer brand, 2) clarifying your candidate personas, and 3) developing your strategic playbook. The Industrial Marketer podcast offers up a roadmap. 

]]> You can improve your chances for a successful hiring campaign if you follow these three guidelines. Effective recruitment starts with: 1) defining your employer brand, 2) clarifying your candidate personas, and 3) developing your strategic playbook. The Industrial Marketer podcast offers up a roadmap. 

]]> Joey Strawn & Nels Jensen Buzzsprout-10673304 Tue, 24 May 2022 13:00:00 -0500 2324 2 5 full false 10 Things to Consider in Your Consideration Phase 10 Things to Consider in Your Consideration Phase The industrial buying journey has evolved into buying committees and an extremely elongated, complicated process. That makes the consideration phase especially crucial for sorting out who you will be doing business with.

]]> The industrial buying journey has evolved into buying committees and an extremely elongated, complicated process. That makes the consideration phase especially crucial for sorting out who you will be doing business with.

]]> Joey Strawn & Nels Jensen Buzzsprout-10508339 Tue, 26 Apr 2022 14:00:00 -0500 2964 2 4 full false Industrial Buying and the Rise of Buying Committees Industrial Buying and the Rise of Buying Committees As the world has become more digital, the industrial buying journey has become more complex. It’s an elongated, non-linear process that usually involves multiple stakeholders from each prospective company or current client. The stakeholders are doing massive amounts of online research independent of each other before anyone engages with the seller. That means it is more important than ever to understand who you are marketing to and when those touchpoints are taking place.


]]> As the world has become more digital, the industrial buying journey has become more complex. It’s an elongated, non-linear process that usually involves multiple stakeholders from each prospective company or current client. The stakeholders are doing massive amounts of online research independent of each other before anyone engages with the seller. That means it is more important than ever to understand who you are marketing to and when those touchpoints are taking place.


]]> Joey Strawn & Nels Jensen Buzzsprout-10343704 Tue, 29 Mar 2022 21:00:00 -0500 2934 2 3 full false How to Overcome the Challenges of Creating Manufacturing Case Studies How to Overcome the Challenges of Creating Manufacturing Case Studies Don’t let your clients’ hesitancy to divulge sensitive information stop you from sharing your successes with the marketplace. In this episode, the Industrial Marketer podcast offers suggestions on ways to replace the traditional metric-driven case study with testimonials and success stories. These are powerful pieces for your digital content library that awaits prospects who are increasingly doing research on your website.


]]> Don’t let your clients’ hesitancy to divulge sensitive information stop you from sharing your successes with the marketplace. In this episode, the Industrial Marketer podcast offers suggestions on ways to replace the traditional metric-driven case study with testimonials and success stories. These are powerful pieces for your digital content library that awaits prospects who are increasingly doing research on your website.


]]> Joey Strawn & Nels Jensen Buzzsprout-10123468 Tue, 22 Feb 2022 15:00:00 -0600 1929 2 2 full false Content Planning for Industrial Marketers Content Planning for Industrial Marketers A good content plan has become an essential starting point for industrial marketing as the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies. And while there are more content channels and types of content than ever, putting together a content plan does not have to be complicated. The Industrial Marketing Podcast takes you through a simple process for creating a content plan.


]]> A good content plan has become an essential starting point for industrial marketing as the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies. And while there are more content channels and types of content than ever, putting together a content plan does not have to be complicated. The Industrial Marketing Podcast takes you through a simple process for creating a content plan.


]]> Joey Strawn & Nels Jensen Buzzsprout-9862316 Tue, 25 Jan 2022 10:00:00 -0600 2714 2 1 full false CRM Implementation and Usage for Industrials CRM Implementation and Usage for Industrials The elongated buying journeys in the industrial sector are a great argument for using a customer relations management tool. The many touchpoints and check-ins during the journey provide fuel to power your CRM engine, and that data eventually helps you make insights about the best sources for customers and key points in their buying journey.


]]> The elongated buying journeys in the industrial sector are a great argument for using a customer relations management tool. The many touchpoints and check-ins during the journey provide fuel to power your CRM engine, and that data eventually helps you make insights about the best sources for customers and key points in their buying journey.


]]> Joey Strawn & Nels Jensen Buzzsprout-9764290 Tue, 21 Dec 2021 16:00:00 -0600 3042 26 full false Why All Industrial Companies Need an Ideal Client Profile Why All Industrial Companies Need an Ideal Client Profile Developing an Ideal Client Profile not only helps you align your sales and marketing strategies and tactics, it also can help reduce the risks and unintended consequences that come with bringing on new clients. The Industrial Marketer podcast helps you get started.


]]> Developing an Ideal Client Profile not only helps you align your sales and marketing strategies and tactics, it also can help reduce the risks and unintended consequences that come with bringing on new clients. The Industrial Marketer podcast helps you get started.


]]> Joey Strawn & Nels Jensen Buzzsprout-9679469 Tue, 07 Dec 2021 12:00:00 -0600 1995 25 full false An Industrial Marketing Feast of Inspiration An Industrial Marketing Feast of Inspiration Co-hosts Joey and Nels give thanks to advances in the industrial marketer sector, from clients embracing new mindsets and technologies to the evolving nature of trade shows and the industrial companies that have become agile and made the most of unexpected opportunities throughout the past two disruptive years.

]]> Co-hosts Joey and Nels give thanks to advances in the industrial marketer sector, from clients embracing new mindsets and technologies to the evolving nature of trade shows and the industrial companies that have become agile and made the most of unexpected opportunities throughout the past two disruptive years.

]]> Joey Strawn & Nels Jensen Buzzsprout-9594410 Tue, 23 Nov 2021 10:00:00 -0600 1728 24 full false 4 Keys to Successful B2B Lead Scoring 4 Keys to Successful B2B Lead Scoring Lead scoring for industrial marketers doesn’t need to be complex or mysterious for it to be effective. It needs to account for whatever in your typical buying journey triggers when a prospect transitions from interest to intent.

]]> Lead scoring for industrial marketers doesn’t need to be complex or mysterious for it to be effective. It needs to account for whatever in your typical buying journey triggers when a prospect transitions from interest to intent.

]]> Joey Strawn & Nels Jensen Buzzsprout-9519292 Tue, 09 Nov 2021 14:00:00 -0600 2546 23 full false 5 Things You Can Do to Prepare for Account Based Marketing 5 Things You Can Do to Prepare for Account Based Marketing Account Based Marketing (ABM) is not based on nurturing leads, but on nurturing accounts. It’s about working through the many relationships in the complex industrial buying journey: the decision maker, the end user, the influencer, the CFO, the procurement department, etc. Joey and Nels explain in the latest episode of the Industrial Marketer podcast.


]]> Account Based Marketing (ABM) is not based on nurturing leads, but on nurturing accounts. It’s about working through the many relationships in the complex industrial buying journey: the decision maker, the end user, the influencer, the CFO, the procurement department, etc. Joey and Nels explain in the latest episode of the Industrial Marketer podcast.


]]> Joey Strawn & Nels Jensen Buzzsprout-9430858 Tue, 09 Nov 2021 11:00:00 -0600 2224 22 full false 7 Types of Sales Collateral All Industrials Need 7 Types of Sales Collateral All Industrials Need Joey and Nels delve into the seven types of sales collateral industrial marketers need to equip their sales team through a typical industrial sales cycle.


]]> Joey and Nels delve into the seven types of sales collateral industrial marketers need to equip their sales team through a typical industrial sales cycle.


]]> Joey Strawn & Nels Jensen Buzzsprout-9354870 Tue, 12 Oct 2021 10:00:00 -0500 2563 21 full false Marketing Metrics That Matter for Manufacturers Marketing Metrics That Matter for Manufacturers The Industrial Marketer podcast explains how the ability to “cross track” data points helps you harness marketing data and turn it into actionable insights. You might learn that one qualified lead actually was responsible for four unqualified leads and discover what was the original source of their interest.


]]> The Industrial Marketer podcast explains how the ability to “cross track” data points helps you harness marketing data and turn it into actionable insights. You might learn that one qualified lead actually was responsible for four unqualified leads and discover what was the original source of their interest.


]]> Joey Strawn & Nels Jensen Buzzsprout-9275605 Tue, 28 Sep 2021 15:00:00 -0500 2141 20 full false How Industrial Distributors Can Set Themselves Apart How Industrial Distributors Can Set Themselves Apart Industrial distributors should market themselves based on what value they provide to customers and how they differentiate themselves from competitors, not what products they offer. This is essential as digital becomes the dominant sales channel. 

]]> Industrial distributors should market themselves based on what value they provide to customers and how they differentiate themselves from competitors, not what products they offer. This is essential as digital becomes the dominant sales channel. 

]]> Joey Strawn & Nels Jensen Buzzsprout-9194480 Tue, 14 Sep 2021 15:00:00 -0500 2682 1 19 full false The Most Successful Industrial Marketing Strategies The Most Successful Industrial Marketing Strategies A successful industrial marketing strategy starts with goals and objectives and seeks to answer how those results can be achieved. Key components for executing against your strategy include content, channels and distribution, and tools to measure and analyze the outcomes.

]]> A successful industrial marketing strategy starts with goals and objectives and seeks to answer how those results can be achieved. Key components for executing against your strategy include content, channels and distribution, and tools to measure and analyze the outcomes.

]]> Joey Strawn & Nels Jensen Buzzsprout-9083408 Tue, 24 Aug 2021 23:00:00 -0500 2459 1 18 full false What Makes Industrial Marketing "Industrial"? What Makes Industrial Marketing "Industrial"? The industrial sector of our economy is unlike any other. So it comes as no surprise that its well defined segments and elongated buying cycles make lead generation a challenge. In this episode, the Industrial Marketer Podcast looks at how to bring an “industrial” lens to a variety of marketing tactics.

]]> The industrial sector of our economy is unlike any other. So it comes as no surprise that its well defined segments and elongated buying cycles make lead generation a challenge. In this episode, the Industrial Marketer Podcast looks at how to bring an “industrial” lens to a variety of marketing tactics.

]]> Joey Strawn & Nels Jensen Buzzsprout-9007427 Tue, 10 Aug 2021 14:00:00 -0500 3463 1 17 full false 5 Easy Things You Can Do for Better Manufacturing Lead Generation 5 Easy Things You Can Do for Better Manufacturing Lead Generation In this episode, we talk about five things that every manufacturer can do to improve their lead generation. The costs are minimal but they will involve a commitment of time and, perhaps, education. But there is a lot of value in these activities.

]]> In this episode, we talk about five things that every manufacturer can do to improve their lead generation. The costs are minimal but they will involve a commitment of time and, perhaps, education. But there is a lot of value in these activities.

]]> Joey Strawn & Nels Jensen Buzzsprout-8930858 Tue, 27 Jul 2021 11:00:00 -0500 2675 1 16 full false 10 Simple Steps to Boost Digital Marketing For Manufacturers 10 Simple Steps to Boost Digital Marketing For Manufacturers No matter how scant your budget, here are 10 actionable items marketers on the frontliners can take to boost digital marketing for manufacturers.

The reference to the industrial buying cycle is here.


]]> No matter how scant your budget, here are 10 actionable items marketers on the frontliners can take to boost digital marketing for manufacturers.

The reference to the industrial buying cycle is here.


]]> Joey Strawn & Nels Jensen Buzzsprout-8789417 Tue, 13 Jul 2021 10:00:00 -0500 2938 15 full false Top 5 Email Best Practices for Manufacturing Marketing Top 5 Email Best Practices for Manufacturing Marketing Trends come and go quickly in marketing, but one truism holds: Email is king in B2B marketing. No other tactic comes close to combining the power of distribution, engagement and prospect information gathering.

A couple of interesting stats about B2B email marketing:

  • Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
  • 86% of business professionals prefer to use email when communicating for business purposes.
  • Click-through rates are 47% higher for B2B email campaigns than B2C email campaigns.
  • 59% of B2B marketers say email is their most effective channel in terms of revenue generation.
]]> Trends come and go quickly in marketing, but one truism holds: Email is king in B2B marketing. No other tactic comes close to combining the power of distribution, engagement and prospect information gathering.

A couple of interesting stats about B2B email marketing:

  • Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
  • 86% of business professionals prefer to use email when communicating for business purposes.
  • Click-through rates are 47% higher for B2B email campaigns than B2C email campaigns.
  • 59% of B2B marketers say email is their most effective channel in terms of revenue generation.
]]> Joey Strawn & Nels Jensen Buzzsprout-8741671 Tue, 22 Jun 2021 11:00:00 -0500 2480 14 full false Social Media for Manufacturers Is No Longer Optional Social Media for Manufacturers Is No Longer Optional The Industrial Marketer podcast scratches the surface on the topic of social media for manufacturers. One tip: Authenticity is the key to social media, and it means different things on different sites. Finding the right tone is important on every channel, and it will be different from the tone on your website.


]]> The Industrial Marketer podcast scratches the surface on the topic of social media for manufacturers. One tip: Authenticity is the key to social media, and it means different things on different sites. Finding the right tone is important on every channel, and it will be different from the tone on your website.


]]> Joey Strawn & Nels Jensen Buzzsprout-8661783 Tue, 08 Jun 2021 10:00:00 -0500 2227 13 full false Taking a Holistic Approach to Search Engines Taking a Holistic Approach to Search Engines Much like the larger world around us, the manufacturing and industrial information ecosystems have become very fragmented. People consume information in all sorts of ways through all sorts of channels. In this episode, the Industrial Marketer Podcast looks at combating fragmentation by taking a holistic approach to search engine marketing. Plan your paid search investments to align with and coincide with your organic search efforts. 

Make sure your paid search is properly targeted to marry up with your content marketing to reinforce how your solutions help your prospects and customers. Consider the many ways you can target paid search:

  • Geography
  • Timing, including these parameters:
    • Buying cycling; when you need to get prospects into your lead gen funnel
    • Seasonal
    • Trade publication editorial calendars
    • Events and trade shows
  • Customer segments
  • Product launches 
  • Personas

Targeting your paid search increases the odds that you will bring people to your good work and what you have been building toward.


]]> Much like the larger world around us, the manufacturing and industrial information ecosystems have become very fragmented. People consume information in all sorts of ways through all sorts of channels. In this episode, the Industrial Marketer Podcast looks at combating fragmentation by taking a holistic approach to search engine marketing. Plan your paid search investments to align with and coincide with your organic search efforts. 

Make sure your paid search is properly targeted to marry up with your content marketing to reinforce how your solutions help your prospects and customers. Consider the many ways you can target paid search:

  • Geography
  • Timing, including these parameters:
    • Buying cycling; when you need to get prospects into your lead gen funnel
    • Seasonal
    • Trade publication editorial calendars
    • Events and trade shows
  • Customer segments
  • Product launches 
  • Personas

Targeting your paid search increases the odds that you will bring people to your good work and what you have been building toward.


]]> Joey Strawn & Nels Jensen Buzzsprout-8535949 Tue, 25 May 2021 10:00:00 -0500 2199 12 full false Why Manufacturers Should Do a Competitive Analysis Why Manufacturers Should Do a Competitive Analysis A competitive analysis looks at product, sales and marketing strategies for you and your competitors. The Industrial Marketer Podcast in this latest episode will help you get started by looking at the tools and technologies available and how to frame an analysis in terms of goals and perspective. But the benefits of a competitive analysis really can be simplified by asking these questions:

  • Where do my competitors show up?
  • How do my competitors get visibility/traffic?
  • Where are they that I am not?
  • Where am I where they are not?

The internal diagnostic is an important foundation in a competitive analysis. It will show you where you are strong in the market, and then you can layer in your competition. With both in hand, you can tweak your tactics and dial up or down marketing and sales initiatives.


]]> A competitive analysis looks at product, sales and marketing strategies for you and your competitors. The Industrial Marketer Podcast in this latest episode will help you get started by looking at the tools and technologies available and how to frame an analysis in terms of goals and perspective. But the benefits of a competitive analysis really can be simplified by asking these questions:

  • Where do my competitors show up?
  • How do my competitors get visibility/traffic?
  • Where are they that I am not?
  • Where am I where they are not?

The internal diagnostic is an important foundation in a competitive analysis. It will show you where you are strong in the market, and then you can layer in your competition. With both in hand, you can tweak your tactics and dial up or down marketing and sales initiatives.


]]> Joey Strawn & Nels Jensen Buzzsprout-8493798 Tue, 11 May 2021 12:00:00 -0500 1923 11 full false Why Marketers Need to Know a Thing or Two About CRMs Why Marketers Need to Know a Thing or Two About CRMs What do industrial marketers need to know about CRM tools? Here’s a hint: technology improves your overall equipment efficiency (OEE), and an ERP streamlines your inventory and production schedule. A Customer Relationship Management system provides data for how long it takes to get through your marketing funnel or a sales cycle, information about your close rate and why deals don’t close, such as responsiveness or competitor price. 


]]> What do industrial marketers need to know about CRM tools? Here’s a hint: technology improves your overall equipment efficiency (OEE), and an ERP streamlines your inventory and production schedule. A Customer Relationship Management system provides data for how long it takes to get through your marketing funnel or a sales cycle, information about your close rate and why deals don’t close, such as responsiveness or competitor price. 


]]> Joey Strawn & Nels Jensen Buzzsprout-8393174 Fri, 23 Apr 2021 16:00:00 -0500 2327 10 full false Demystifying Sales Enablement for Industrials Demystifying Sales Enablement for Industrials You rely on data for insights into your manufacturing operation; your sales operation should be no different. Industrial sales enablement is about discipline and processes. The ability to know the value of leads by varying sources, and how they move through the funnel at different speeds, allows you to more effectively experiment with your sales and marketing tactics. We’ll help you with what industrial sales enablement is, what it isn’t, and how you can get started. And we offer up Joey Strawn’s top 10 tools that industrial marketers should possess in order to enable their sales teams:

  • Sales Decks
  • Market Research
  • Case Studies
  • Target Persona Outlines
  • Sales Scripts
  • Blog Posts
  • Product/Service Sheets
  • One-Pages
  • Competitor Comparison Guides
  • Visualized Customer Journey Map
]]> You rely on data for insights into your manufacturing operation; your sales operation should be no different. Industrial sales enablement is about discipline and processes. The ability to know the value of leads by varying sources, and how they move through the funnel at different speeds, allows you to more effectively experiment with your sales and marketing tactics. We’ll help you with what industrial sales enablement is, what it isn’t, and how you can get started. And we offer up Joey Strawn’s top 10 tools that industrial marketers should possess in order to enable their sales teams:

  • Sales Decks
  • Market Research
  • Case Studies
  • Target Persona Outlines
  • Sales Scripts
  • Blog Posts
  • Product/Service Sheets
  • One-Pages
  • Competitor Comparison Guides
  • Visualized Customer Journey Map
]]> Joey Strawn & Nels Jensen Buzzsprout-8323590 Tue, 13 Apr 2021 10:00:00 -0500 1898 9 full false The ROI of Industrial Marketing The ROI of Industrial Marketing The ROI for industrial marketing begins with understanding the difference between data and analytics. The essentials for determining your ROI for industrial marketing include:

  • Have tracking in place so you know where your leads come from.
  • Develop a lead scoring system to determine what are your best leads and where they come from.
  • Track conversions, which is extremely important for the long buying cycles in the industrial and manufacturing sectors.
]]> The ROI for industrial marketing begins with understanding the difference between data and analytics. The essentials for determining your ROI for industrial marketing include:

  • Have tracking in place so you know where your leads come from.
  • Develop a lead scoring system to determine what are your best leads and where they come from.
  • Track conversions, which is extremely important for the long buying cycles in the industrial and manufacturing sectors.
]]> Joey Strawn & Nels Jensen Buzzsprout-8191062 Tue, 23 Mar 2021 10:00:00 -0500 2748 8 full false Industrial Website Development Do's and Don'ts Industrial Website Development Do's and Don'ts A professional website that focuses on customer solutions is now a cost of doing business for manufacturers. Ideally, your content is at the intersection of what you want to convey and the questions prospects ask about how to solve their pain points.

These top the list for must-dos:

  • Provide searchable content that is customer-focused.
  • Leverage SEO.
  • Design for mobile.

And these top the list for don’ts:

  • Assume a prospect knows what your company does.
  • Make it all about your company.
  • Underestimate the power of video.

Links mentioned in the episode:

Nearly three-quarters of respondents in a survey say they are conducting more than half of the buying process online before choosing to speak with someone at a company.

https://www.globalspec.com/advertising/trends-wp/SMFE_2020


]]> A professional website that focuses on customer solutions is now a cost of doing business for manufacturers. Ideally, your content is at the intersection of what you want to convey and the questions prospects ask about how to solve their pain points.

These top the list for must-dos:

  • Provide searchable content that is customer-focused.
  • Leverage SEO.
  • Design for mobile.

And these top the list for don’ts:

  • Assume a prospect knows what your company does.
  • Make it all about your company.
  • Underestimate the power of video.

Links mentioned in the episode:

Nearly three-quarters of respondents in a survey say they are conducting more than half of the buying process online before choosing to speak with someone at a company.

https://www.globalspec.com/advertising/trends-wp/SMFE_2020


]]> Joey Strawn & Nels Jensen Buzzsprout-8102369 Mon, 08 Mar 2021 15:00:00 -0600 2692 7 full false Industrial Branding Begins with Consistency Industrial Branding Begins with Consistency It’s always been difficult for manufacturers to communicate what they do through their name and branding. We look at the importance of visual branding to let industrials know what you do and how you can help them.


]]> It’s always been difficult for manufacturers to communicate what they do through their name and branding. We look at the importance of visual branding to let industrials know what you do and how you can help them.


]]> Joey Strawn & Nels Jensen Buzzsprout-8008770 Tue, 23 Feb 2021 12:00:00 -0600 1967 6 full false Marketing for Manufacturers Depends on Relationships Marketing for Manufacturers Depends on Relationships Co-hosts Joey Strawn and Nels Jensen look at the unique aspects of marketing to manufacturers, including the narrow target audiences, and how content plays a key role in educating different personas through the elongated buying process. 

Links to mentions in the show:

  • Website usage increase for sales:

https://blog.thomasnet.com/industrial-distributor-website-examples-that-increase-sales

  • Increase in digital spend by manufacturers

https://mediaradar.com/blog/b2b-industries-increasing-spend/

  • Industrial Marketing Budget Guide:

https://industrialstrengthmarketing.com/industrial-marketing-budget-guide-2021/

  • Explanatory video of metal forging:

https://www.youtube.com/watch?v=gKz7FFIduYc

  • Sandvik Coromant site:

https://www.sandvik.coromant.com/en-gb/pages/default.aspx


]]> Co-hosts Joey Strawn and Nels Jensen look at the unique aspects of marketing to manufacturers, including the narrow target audiences, and how content plays a key role in educating different personas through the elongated buying process. 

Links to mentions in the show:

  • Website usage increase for sales:

https://blog.thomasnet.com/industrial-distributor-website-examples-that-increase-sales

  • Increase in digital spend by manufacturers

https://mediaradar.com/blog/b2b-industries-increasing-spend/

  • Industrial Marketing Budget Guide:

https://industrialstrengthmarketing.com/industrial-marketing-budget-guide-2021/

  • Explanatory video of metal forging:

https://www.youtube.com/watch?v=gKz7FFIduYc

  • Sandvik Coromant site:

https://www.sandvik.coromant.com/en-gb/pages/default.aspx


]]> Joey Strawn & Nels Jensen Buzzsprout-7744741 Tue, 09 Feb 2021 13:00:00 -0600 2499 5 full false Top Industrial Marketing Trends in 2021 Top Industrial Marketing Trends in 2021 Co-hosts Joey Strawn and Nels Jensen discuss trends in manufacturing and digital advertising, and how the two intersect in ways that will impact marketing stakeholders in 2021.

Links: 

5 Trends in Industrial Sales and Marketing You Don’t Want to Miss in 2021
https://industrialstrengthmarketing.com/insights/articles/5-trends-in-industrial-sales-and-marketing-you-dont-want-to-miss/

Manufacturing growth in digital spend in 2020:
https://mediaradar.com/blog/b2b-industries-increasing-spend/

Manufacturing investment in equipment in 2020:
https://www.ismworld.org/supply-management-news-and-reports/news-publications/inside-supply-management-magazine/blog/2020-10/report-on-business-roundup-september-manufacturing-pmi/

89 percent say they are not going back to old tactics:
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/survey-global-b2b-decision-maker-response-to-covid-19-crisis


]]> Co-hosts Joey Strawn and Nels Jensen discuss trends in manufacturing and digital advertising, and how the two intersect in ways that will impact marketing stakeholders in 2021.

Links: 

5 Trends in Industrial Sales and Marketing You Don’t Want to Miss in 2021
https://industrialstrengthmarketing.com/insights/articles/5-trends-in-industrial-sales-and-marketing-you-dont-want-to-miss/

Manufacturing growth in digital spend in 2020:
https://mediaradar.com/blog/b2b-industries-increasing-spend/

Manufacturing investment in equipment in 2020:
https://www.ismworld.org/supply-management-news-and-reports/news-publications/inside-supply-management-magazine/blog/2020-10/report-on-business-roundup-september-manufacturing-pmi/

89 percent say they are not going back to old tactics:
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/survey-global-b2b-decision-maker-response-to-covid-19-crisis


]]> Joey Strawn & Nels Jensen Buzzsprout-7353298 Tue, 26 Jan 2021 11:00:00 -0600 2196 4 full false Industrial Marketing Is More Complex Than Just B2B for Manufacturing and Distribution Industrial Marketing Is More Complex Than Just B2B for Manufacturing and Distribution Industrial Marketing is not simply B2B marketing for manufacturing and distribution. Industrial Marketing involves a narrow audience and a long buying cycle. Many manufacturing companies have an engineering-driven culture that traditionally focuses on product features as opposed to customer solutions.

]]> Industrial Marketing is not simply B2B marketing for manufacturing and distribution. Industrial Marketing involves a narrow audience and a long buying cycle. Many manufacturing companies have an engineering-driven culture that traditionally focuses on product features as opposed to customer solutions.

]]> Joey Strawn & Nels Jensen Buzzsprout-7276495 Wed, 13 Jan 2021 11:00:00 -0600 1847 3 full false What to Expect for Industrial Marketing in 2021 What to Expect for Industrial Marketing in 2021 Joey and Nels discuss what developments from the many disruptions in 2020 are carrying into 2021 and beyond in terms of manufacturing and digital marketing. Hint: We are not reverting to pre-pandemic tactics. 

Each of the hosts also offers up worthy content entities for you to read and engage with.

Joey’s suggestions for digital media tips

Nels’ suggestions for learning about the industrial sectors

  • The Z Axis column from Modern Machine Shop editor Peter Zelinski. @z_Axis_MMS
  • Marketing Maven’s newsletter and blog. @MarketingMaven2
  • Manufacturing Marketer by Gardner Business Media @GardnerBizMedia


]]> Joey and Nels discuss what developments from the many disruptions in 2020 are carrying into 2021 and beyond in terms of manufacturing and digital marketing. Hint: We are not reverting to pre-pandemic tactics. 

Each of the hosts also offers up worthy content entities for you to read and engage with.

Joey’s suggestions for digital media tips

Nels’ suggestions for learning about the industrial sectors

  • The Z Axis column from Modern Machine Shop editor Peter Zelinski. @z_Axis_MMS
  • Marketing Maven’s newsletter and blog. @MarketingMaven2
  • Manufacturing Marketer by Gardner Business Media @GardnerBizMedia


]]> Joey Strawn & Nels Jensen Buzzsprout-6872711 Thu, 17 Dec 2020 18:00:00 -0600 1902 2 full false Introducing The Industrial Marketer Podcast Introducing The Industrial Marketer Podcast The Industrial Marketer Podcast is about the intersection of digital marketing and the industrial and B2B sectors. 

Experts and practitioners in the the field, co-hosts Joey Strawn and Nels Jensen discuss how The Industrial Marketer show came about and set the stage to share trends, tips and tools to help stakeholders such as:

  • Sales and marketing managers focused on qualified leads
  • Marketing doers who have been delegated a wide range of tactical activities
  • Agency professionals who may not be familiar with the sector


]]> The Industrial Marketer Podcast is about the intersection of digital marketing and the industrial and B2B sectors. 

Experts and practitioners in the the field, co-hosts Joey Strawn and Nels Jensen discuss how The Industrial Marketer show came about and set the stage to share trends, tips and tools to help stakeholders such as:

  • Sales and marketing managers focused on qualified leads
  • Marketing doers who have been delegated a wide range of tactical activities
  • Agency professionals who may not be familiar with the sector


]]> James Soto Buzzsprout-6770419 Thu, 10 Dec 2020 13:00:00 -0600 1394 1 1 full false