0:00

Hello everybody and

0:00

welcome back to the Industrial

0:05

Marketer podcast, your place for

0:05

the tips, tech trends and

0:09

tactics for industrials who care

0:09

about driving leads to their

0:13

companies. I'm one of your hosts

0:13

Joey Strawn and I'm thrilled as

0:17

pie to be here with you today.

0:17

And as always, I am joined by my

0:22

co host Nels Nels "watch yoself"

0:22

Jensen. How you doing?

0:27

I'm doing great,

0:27

great. I will try to match your

0:30

enthusiam level.

0:32

You know what we're

0:32

recording this on a Friday

0:34

afternoon after this, we have a

0:34

few client things to wrap up.

0:37

But then we're going to

0:37

hopefully gracefully go into a

0:40

nice weekend. I'm excited. I

0:40

hope you're excited. Honestly,

0:43

one of the reasons I'm excited

0:43

is because talking about

0:47

manufacturers specifically, and

0:47

how they market themselves is

0:52

something we do every day. So

0:52

it's easy. It's like it comes

0:57

easy. I'm like, Oh, I feel like

0:57

I'm putting on a comfortable

0:59

blanket. And I want to talk

0:59

about you know, manufacturer,

1:02

manufacturer marketing tactics,

1:02

like this is gonna be fun, Nels.

1:05

So, I think we're gonna have a good conversation today.

1:08

Yeah, you just

1:08

gonna have to cut me off, when I

1:10

start getting into some long

1:10

explanations about buying cycles

1:13

and features versus benefits and

1:13

the rest, it's all good.

1:18

I would never, we

1:18

could go on about buying cycles,

1:21

I am never going to cut you off.

1:21

Because as everyone who works in

1:25

our industry knows, those buying

1:25

cycles are wicked different in

1:29

the B2B world than in everybody

1:29

else's. It's like other

1:32

universe.

1:32

Yeah, we'll get

1:32

into that.

1:35

So we all know what

1:35

that means. I want to make sure

1:39

that you know, everybody that's

1:39

listening to the Industrial

1:41

Marketer podcast, whether

1:41

you're, you know, in the tools

1:43

themselves, whether you're

1:43

making the marketing decisions,

1:46

whether - specifically with this

1:46

episode, if you're working with

1:50

manufacturers, or in a

1:50

manufacturer yourself, trying to

1:54

figure out either how to drive

1:54

leads to your sales team, how to

1:58

make sure the sales team is

1:58

working good leads, and then

2:01

that you have attributable

2:01

revenue, you know, what's

2:04

working, and you don't, you

2:04

know, these are all questions

2:06

that Nels I hear from clients,

2:06

day in and day out. So wherever

2:10

you are on the spectrum,

2:10

hopefully, we'll touch on a

2:13

topic that makes it a little bit

2:13

easier. It's driving to a

2:17

resource that's helpful to

2:17

answer a question you've been

2:19

dealing with, or maybe just give

2:19

you a little bit of ammunition

2:22

to take to your superiors and

2:22

say, Listen, I'm not the only

2:25

one who feels this way. There

2:25

are things that we can do.

2:28

And this and, you

2:28

know, I'm just saying that will

2:31

be a big part of today's show is

2:31

really the internal politics and

2:36

how you market yourself in you

2:36

know, I agree your company,

2:39

right.

2:40

And guys, stay

2:40

tuned until the very end for our

2:44

on the shop floor segment, we're

2:44

gonna have 10 actionable tips

2:47

you can put into practice this

2:47

summer, to actually make a

2:50

difference for your

2:50

manufacturer. So, if no other

2:53

reason than to get you to stick

2:53

around, make sure you listen to

2:57

the second half of this episode

2:57

for that. I mean, Nels, where do

3:01

you want to start with

3:01

manufacturers? There's, it's a

3:04

whole world I mean, the buying

3:04

cycle is way different than just

3:07

the Oh, hey, I'm going to go to

3:07

the grocery store and see a

3:12

$90,000 Industrial oven. And I'm

3:12

going to impulse buy that, like

3:18

what are manufacturers dealing

3:18

with in this economy?

3:21

Yeah. So I mean,

3:21

you can you can look at a

3:24

traditional, it does start with

3:24

a traditional foundational,

3:30

educate, do your research,

3:30

consider, evaluate purchase, I

3:35

mean, those exist, right, those

3:35

kind of forces. But if you want

3:39

to really understand the

3:39

industrial buying cycle, go

3:42

Google, we'll put a couple links

3:42

in the show notes for you. But

3:45

go Google the sort of - once you

3:45

get inside the the steps inside

3:50

there, we'll have one from

3:50

Thomas net, and there's a couple

3:52

others I can get out there. But

3:52

it's like, you know, here are 15

3:57

additional steps, you know, and

3:57

the biggest issue is it's not

4:00

linear. It's Yeah, especially

4:00

elongated. Some of these buys

4:05

are super expensive, but it's

4:05

not linear. So you jump back and

4:09

forth, you bring in new

4:09

personas, right? So the engineer

4:13

find something they like, then

4:13

they get the purchasing

4:16

department to check it out. And

4:16

they're going back, you know, to

4:19

a different spot in the cycle.

4:19

So it's, it's, it's really it's,

4:24

it's a little bit like a puzzle.

4:24

It's like a Rubik's Cube, you

4:28

know, you get, you know, you

4:28

almost have to get all the sides

4:31

of the Rubik's Cube aligned

4:31

perfectly before you convert a

4:33

sale.

4:34

So it's so funny. I

4:34

love that analogy. Nels, I one,

4:38

I'm a huge analogy buff you you

4:38

know this, that analogy is so

4:42

good about that though, because

4:42

when you're working a Rubik's

4:46

Cube, there are a lot of moves

4:46

that you make that may feel

4:49

like. - well, I'm moving

4:49

backwards or I'm making a move

4:51

that's not putting this red

4:51

piece closer to the red side.

4:55

But what you're really doing is

4:55

setting the stage for further

4:59

success. I mean, You mentioned

4:59

the buying cycle. And you know,

5:01

a lot of B2C, your general

5:01

marketing shows will be like,

5:04

well, you, you have needs

5:04

awareness, and then you have

5:07

convert, you know, you have

5:07

interest and conversion. And

5:11

that's all true for the

5:11

industrial buying cycle as well.

5:15

But there are steps that B2C

5:15

doesn't even take into account

5:19

like a design step, most

5:19

manufacturers have to deal with

5:23

an engineering element or a

5:23

design stage where you're

5:27

looking at CAD files, or you're

5:27

submitting designs for litigious

5:32

review, or engineering review,

5:32

or consultation or whatever it

5:35

may be. And those are part of

5:35

the sales process, because

5:39

someone can back out at any

5:39

phase of the industrial buying

5:42

cycle. So making sure that you

5:42

not only understand that, but

5:46

have identified things of value

5:46

along all those different

5:51

phases. It is critical. And

5:51

whether you're doing that with

5:55

tools, or just playing good

5:55

sales techniques, it doesn't

5:59

matter really, it's just you

5:59

need to account for it.

6:02

Yeah, so that tees

6:02

you up for one of your favorite

6:06

subjects, which is aligning your

6:06

inbound marketing with your

6:08

content marketing, and your and

6:08

your searchable content. So, you

6:13

know, that's what makes

6:13

industrial marketing so hard is

6:17

that the content marketing needs

6:17

to account for multiple phases

6:22

and multiple personas. So how do

6:22

you, you know, just help link

6:26

the listener to the inbound

6:26

marketing to the content

6:30

marketing?

6:31

Sure. And I and I

6:31

want to do exactly that - is

6:34

that, you know, you'll hear the

6:34

terms inbound marketing, or

6:37

content marketing or lead magnet

6:37

or these, you know, kind of

6:40

marketing-esque terms thrown

6:40

around. And I don't want that to

6:44

turn anybody off. So when I say

6:44

inbound marketing, it is

6:48

essentially, there's a lot of

6:48

noise on the internet. So if

6:52

you're not finding a way to base

6:52

what you put out into the market

6:57

on the intent of the people that

6:57

you want to work with, then

7:02

you're just gonna get lost in

7:02

the noise. So, what inbound

7:04

marketing essentially means is

7:04

creating flagship elements that

7:09

you know, will attract the type

7:09

of people that you want. So

7:14

attracting them to you, as

7:14

opposed to just spending a lot

7:17

of money to try and be

7:17

everywhere on the internet. And

7:22

I, it works for manufacturing,

7:22

specifically because the

7:27

industry is so specialized,

7:27

people are asking extremely

7:32

unique questions about the burn

7:32

rates on certain things, or the

7:36

speed of, of air purification,

7:36

or the retractability of an

7:42

enclosure to an industrial

7:42

specification. And people 90% of

7:49

the time, studies are showing or

7:49

going to Google first to ask

7:53

those questions. So, in a very

7:53

specific example, if you are

7:57

trying to build an industrial

7:57

oven, they like cured, you know,

8:01

hockey helmets or something,

8:01

they would be very specific

8:06

space requirements, heating

8:06

requirements, electrical

8:09

requirements, you know, the

8:09

control boxes, the training, all

8:12

of that. And so if someone's

8:12

searching for we have this

8:16

space, or I need an industrial

8:16

oven to heat at this Kelvin, and

8:21

whatever. The very few people

8:21

may be that specific online,

8:25

there's not a lot of Sports

8:25

Illustrated blogs about that

8:28

topic. So if you are writing

8:28

something that answer someone's

8:32

question, they're then in your

8:32

orbit, and then once they're in

8:36

your orbit, you can get them in

8:36

your sales funnel. And that's

8:40

when you, like, really hand it

8:40

over to the experts on your team

8:42

to specify those sales, specify

8:42

those needs and turn it around.

8:47

So, you know, when we say cut

8:47

content marketing, it's really

8:51

just the element of designing

8:51

content around the needs of that

8:56

funnel. And that's, you know,

8:56

Nels what we talked about

8:58

earlier, that industrial buying

8:58

cycle. So if we know that at the

9:02

very beginning of someone's

9:02

inquiry, they're going to be

9:06

looking for space regulations,

9:06

or ISO certifications or

9:12

whatever, then you should have

9:12

pieces of content that speak to

9:16

those questions. And if you know

9:16

further down the funnel, a

9:19

purchasing agent is going to be

9:19

looking at you know, BBB

9:24

accreditations and you know,

9:24

past histories and public

9:27

knowledge, then you need to have

9:27

information that speaks to that.

9:30

And so along the way, being able

9:30

to talk to experts, understand

9:36

what those phases entail, for

9:36

your manufacturer, is critical

9:40

in being able to do this quote,

9:40

unquote, marketing speak of

9:45

content marketing. And that's

9:45

actually I want to segue this

9:48

back to you Nels, because this

9:48

is your area of expertise is

9:52

finding what those questions are

9:52

and helping marketers fit and

9:58

talk about that stuff.

10:00

Yes. And so we've

10:00

we've come to the kind of

10:05

universal dilemma of

10:05

manufacturers, right? engineers

10:09

love, engineers love, features.

10:09

Salespeople need to rely on

10:13

solutions. So that content

10:13

marketing and inbound marketing

10:18

is really the intersection. If

10:18

you think of the concentric

10:21

circles, you have, hey, what's

10:21

the message that we want to

10:24

communicate about our products

10:24

and services? And then you have

10:28

the other circle, which is, what

10:28

do I need help solving. And the

10:32

intersection of those two

10:32

circles is where opportunity

10:35

exists, right? You want, you

10:35

want to be able to address

10:40

people coming to your website

10:40

looking for manufacturing

10:43

solutions, you want to be able

10:43

to address them as directly as

10:47

possible. So how do you brag on

10:47

what your features actually do?

10:52

So that's where the disconnect

10:52

often happens in manufacturing

10:57

marketing is that a company with

10:57

a legacy of engineers is not

11:02

good at talking about customers,

11:02

and is not good at talking about

11:06

solutions. So that's kind of the

11:06

the golden ticket to

11:10

manufacturing marketing, is

11:10

being customer centric, and

11:14

solution centric.

11:16

And we talk a lot

11:16

about, you know, personas and

11:18

target personas on this show.

11:18

And when it comes to

11:21

manufacturers, you know, we

11:21

always recommend that you have

11:25

some in the bag that you know

11:25

who you're talking to. And out,

11:29

you know, if you're listening to this, you're like, well, I don't have time to sit and develop

11:31

like these stories about these

11:34

fictional people. And that

11:34

that's okay. But Nels, and I

11:38

don't want to speak for you, but

11:38

would definitely recommend is,

11:41

some, in some way, make an idea

11:41

of who it is that you're talking

11:46

to. So if you know that at one

11:46

stage of the funnel, you're

11:49

going to be talking to

11:49

engineers, and they really need

11:51

specs, and they really need

11:51

details and they really want

11:54

those numbers, then, then have,

11:54

you know, answer those

11:57

questions. But if you also know

11:57

that people that are coming to

12:01

your site are looking for

12:01

higher-level solution questions

12:05

on how can I save money in

12:05

efficiency with an HVLS fan and

12:10

my warehouse or whatever it may

12:10

be, you have to be able to speak

12:14

to that level as well because

12:14

not everybody's an engineer. And

12:17

some of us, our eyes glaze over

12:17

when we read too much content

12:20

that's written for them. So we

12:20

need to be able to connect with

12:24

- to your point Nels, the

12:24

values and the solution. So you

12:28

can tell me like the x t 911 42

12:28

gigahertz, whatever, is, you

12:34

know, something that was like,

12:34

that's awesome. And it probably

12:37

to 30% of the audience means a

12:37

whole lot. But to the other 40%,

12:42

if you tell me that I'm going to

12:42

reduce your energy costs and

12:46

your electricity bill by 20%,

12:46

every month, after six months

12:50

after installation, I can

12:50

manually and monetarily factor

12:55

that backwards to make sure

12:55

that's a good deal for my

12:58

company.

12:59

Yeah, we we had a

12:59

fun discussion, sadly, that you

13:04

weren't a part of earlier this

13:04

morning, where we talked about,

13:07

wouldn't it be cool if and so I

13:07

just I just thought about,

13:11

wouldn't it be cool if we had a

13:11

database of success stories and

13:16

case studies so that when

13:16

someone came to our site and

13:18

said, 'We need help doing X or

13:18

Y, How did you do this?" And you

13:22

could immediately show off. "We

13:22

did X for customer Y." The

13:26

longer I do this, the more

13:26

convinced I am of case studies

13:29

and success stories. Why?

13:29

Because they address things in a

13:33

way that other customers can see

13:33

themselves. So yeah, it is all

13:38

about the as you put it, how

13:38

will you do this for me?

13:43

Right. Well, and

13:43

I'm a big fan of content hubs of

13:47

like collectible filterable

13:47

experience based hubs,

13:51

especially for manufacturers,

13:51

B2B, industrials, because

13:54

there's a lot of questions for a

13:54

lot of needs, that need to be

13:58

answered. And so you know, there

13:58

are tools that can do it. And

14:01

that's, and and I hear the

14:01

people listening already saying,

14:05

that sounds like a lot of work,

14:05

a lot of work, and it is a lot

14:09

of work. So don't get me wrong,

14:09

we'll talk about some very easy,

14:13

actionable things. But if you

14:13

have the ability, or if you have

14:17

engineers on staff who are

14:17

writing articles, or people who

14:21

give speakers who love to write,

14:21

if there's a way to collect a

14:25

lot of content around your

14:25

expertise, great content hubs

14:29

are awesome. There are other

14:29

ways you can take immediate

14:32

action and see benefit that

14:32

don't require months and months

14:35

of work. So stay tuned.

14:37

And right and

14:37

starting small and keeping it

14:40

simple, is the best way to get,

14:40

to get going. And it's just. you

14:44

know, if you basically said what

14:44

are the two most common

14:47

questions that we get asked what

14:47

are the two most common

14:51

solutions we're providing? It's

14:51

like Okay, do a success story

14:56

for each, you know, it's - it

14:56

doesn't need, you don't need the

15:00

my fantasy database of, you

15:00

know, solutions, you can start

15:04

small with a couple of success

15:04

stories and you don't even need

15:07

to get into the, you know, I get

15:07

it, manufacturing, it's ... no

15:11

one wants to divulge specifics

15:11

about who their customers are

15:14

and how much money they saved.

15:14

And, I get it. But there are

15:17

ways to tell those success

15:17

stories, using real metrics

15:21

without sacrificing any kind of

15:21

intellectual property or any

15:25

kind of agreement you have with

15:25

your clients.

15:27

And honestly, if you're thinking "man, we're so strict about our NDA and we

15:29

can't talk about anything", let

15:33

me tell you, as someone who

15:33

works in this industry, that's

15:35

pretty common. So don't feel too

15:35

bad about it like, People have

15:39

found ways to do this. And you

15:39

can too, you know, one of the

15:43

things and Nels, this is

15:43

something that I want you to

15:46

talk about, because you, when we

15:46

were planning this episode, one

15:49

of the things that you brought

15:49

up that I just loved, were like,

15:52

well, don't forget, a lot of

15:52

these marketers have to market

15:56

marketing within their

15:56

manufacturer to be able to get

16:00

anything done. So yeah, there

16:00

are marketing doers, listening

16:06

to this right now probably

16:06

saying, you know what, guys,

16:09

that sounds cool. But there's no

16:09

way Darryl is going to let me do

16:15

any of this. Like, I have to

16:15

sell him and make a marketing

16:18

presentation every time I want

16:18

to get, you know, more than

16:22

$1,000 to do anything. So Nels,

16:22

I love the dedication to helping

16:29

our listeners out in this. So

16:29

how do marketers market

16:33

marketing within their

16:33

manufacturers?

16:36

Yeah, well, it's a

16:36

microcosm of the industry. So if

16:39

there are two things that we see

16:39

the two biggest commonalities we

16:43

see with our clients, one is

16:43

making the case for digital

16:47

transformation. Right? Your your

16:47

a legacy, trade show, personal

16:53

sales network outfit that relies

16:53

on engineers and features,

16:57

right? ain't gonna work moving

16:57

forward, that tipping point has

17:00

already arrived. The second...

17:02

Last year was a big

17:02

one for that, like a lot of

17:04

people met a harsh truth. Last

17:04

year, when they're like, wow, a

17:09

lot of our sales come from trade

17:09

shows, and we didn't realize how

17:13

important it was that the world

17:13

is open. So a lot of people had

17:17

to make some quick adjustments

17:17

last year to deal with that. And

17:21

there's a lot of new normal that

17:21

sticking around in that.

17:23

Sure. So the two

17:23

things that these companies are

17:26

facing, right, making the case

17:26

for digital transformation, and

17:31

then marketing with scant

17:31

resources, right, let's be

17:34

honest, the vast majority of

17:34

the, you know, 20,000

17:37

manufacturers in the US are not

17:37

Sandvig or Schneider Electric or

17:42

Boeing right? They're small and

17:42

medium sized manufacturers heads

17:45

down, we're dealing in a small

17:45

niche, you know, so they have

17:50

not, do not have a legacy of

17:50

marketing as the foundation of

17:53

their business. So those two

17:53

conditions, basically, you just

17:57

drill down, and that exists, the

17:57

marketing doer out there is

18:00

going to have to make the case

18:00

to their own company, to the

18:04

department heads to the

18:04

executives to the facility

18:07

manager, you know, the plant

18:07

manager, what's the case for

18:10

digital transformation? In that

18:10

case, the plant manager might be

18:13

easier than you think, because they've been dealing with this operationally. So how do you

18:15

make that digital transformation

18:19

with marketing. And then the

18:19

other thing was, with scant

18:21

resources, I think is where

18:21

you're gonna really, you know,

18:25

hammer this point home in the

18:25

second segment, because there

18:28

are so many steps you can take

18:28

that are foundational, that will

18:32

help you later.

18:33

Well, and one of the things that I want to definitely key in on, and you

18:35

mentioned this earlier, I like

18:38

this phrase, this, the idea of

18:38

starting small, I personally

18:43

dealt with it in my tenure of

18:43

dealing, you know, trying to

18:46

have people listen about the

18:46

importance of marketing or

18:49

whatever it may be. And so one

18:49

of the things that I ... there's

18:52

a couple of things that, you

18:52

know, outside of the great

18:56

advice that Nels just gave that

18:56

I want to add is, if you can

18:59

find an internal champion, find

18:59

one person of a higher rank than

19:04

you that also believes in

19:04

marketing. So that way, he

19:08

doesn't always have to be you

19:08

that's chasing down the positive

19:11

marketing can work, marketing

19:11

can work, you can have someone

19:14

that sort of champions, when you

19:14

bring something forward, that

19:18

that makes a much bigger

19:18

difference than anyone thinks.

19:21

And I've seen it work wonders of

19:21

having one other voice to say,

19:25

you know what, they have a good

19:25

idea. The other side of that is

19:29

really start small. And that's

19:29

what I want to key in on that

19:32

you said Nels. Find one problem

19:32

for one person that will make a

19:39

difference for you, and solve it

19:39

with marketing. And then prove

19:43

it with data. Make sure you have

19:43

the data but if there's a way to

19:46

say, look, I heard you complain

19:46

last week, about 50% of the

19:52

calls that you get are people

19:52

looking for sanitation services

19:56

and it's a problem. I went in

19:56

and use this too. Filter these

20:00

out. Did you know and I noticed

20:00

in the data that calls volume

20:05

went up 20%? Did you guys notice

20:05

the difference. And if that is,

20:09

if you can make a difference and

20:09

prove it for one person, then

20:13

you've recruited another

20:13

champion. So start small, find

20:16

easy ways that you can solve a

20:16

problem for one person, using

20:21

the tools that you have at your

20:21

disposal, we can talk about

20:24

those steps, and the second

20:24

half, but starting small, and

20:28

then using those success stories

20:28

to say, listen, our competitor

20:31

did this on this channel, and

20:31

they landed, you know, a job

20:37

with with uh, Boeing, you know,

20:37

those success stories can go a

20:42

long way to providing that

20:42

social proof that you need to

20:46

get some support.

20:47

Yeah, and let me

20:47

give you an anecdote. I'll keep

20:49

it short. We have a new client

20:49

that deals with industrial

20:53

fuels, right? And one of the

20:53

things that we've already been

20:57

able to do is determine that a

20:57

huge percentage of their

21:01

searches are propane near me,

21:01

which is not the way industrial

21:05

people search for propane.

21:05

That's what you and I search for

21:08

propane. So we can grill on

21:08

Saturdays. Right? Right. So,

21:12

eliminating propane near me from

21:12

our keyword list will only help

21:17

because business to business.

21:17

The industrials who are

21:20

searching for industrial fuel

21:20

are not searching for propane

21:24

near me, you know, one very

21:25

Let me ...

21:26

But, it's a good example. It's a good example. It's like small, there's data to

21:28

support it. It's simple. And it

21:32

shows you know what you're doing.

21:33

And, and I'm going

21:33

to tie it back to another thing

21:36

because taking it a techie step

21:36

further, if we're not spending

21:39

click cents on people that are

21:39

searching for propane near me,

21:44

then we're saving money on a

21:44

budget that we've already

21:48

mentioned is probably scant. So

21:48

the fact that it was, hey, we

21:52

not only increased the value of

21:52

the leads, but we save money

21:54

doing it. That's, that's a

21:54

one-two punch of success if I've

21:58

ever heard one. Yeah. So yeah, I

21:58

love that example. Nels, thank

22:01

you for bringing that up. Yes.

22:03

That's it. But this

22:03

is, there, there, is there is a

22:05

lot of managing up that has to

22:05

do with winning over, you know,

22:09

especially in the manufacturing

22:09

field. And there's a lot of hard

22:12

lessons learned about, you know,

22:12

you don't throw something out if

22:15

you don't know what the answer

22:15

is at a meeting, right? So you

22:17

go behind the scenes, and you

22:17

get consensus. And what would

22:20

you think if we did this? And if

22:20

there's generally support from

22:23

your key stakeholders, then you

22:23

can bring it up in a meeting,

22:26

but don't ever ask How about if

22:26

we did this? If you don't know

22:29

what the answer is? Because,

22:29

right, you know, that not just

22:32

the champion might support you.

22:32

But there also could be that one

22:35

or two people who consistently

22:35

shoot you down. So you know,

22:39

it's a no, yeah, no, the room,

22:39

and it's a lot about managing up

22:45

and across. But you know, what,

22:45

if you're going to win over the

22:48

marketplace, if you're going to

22:48

win over prospects, a good

22:52

proving ground is winning over

22:52

your own company, stakeholders.

22:57

And, and, and this,

22:57

and those conversations of

23:01

marketing, for marketing within

23:01

your manufacturer. There's a lot

23:06

of doers out there. And we talk

23:06

to them every day, who we know

23:08

we're dealing with that there

23:08

are probably a handful of you

23:11

listening who are like, Well,

23:11

we've got, like three marketing

23:13

agencies that we're working

23:13

with, and we dedicate, you know,

23:16

$4 million to this a year, like

23:16

we know what we're doing. But

23:20

we're just we don't know, what

23:20

the value is, like, we don't

23:24

know where this money is going,

23:24

or what is making a difference.

23:27

And so, you know, it's really

23:27

the tech stack that we need help

23:30

with, it's kind of understanding

23:30

where the marketing tools and

23:33

the sales tools Actually, yeah,

23:33

not.

23:37

How do you know if

23:37

there's a right tool?

23:39

Exactly? Well, and

23:39

there may not be that's kind of

23:42

one of the great things about

23:42

one, the age that we live in, if

23:45

you will, is there are unique,

23:45

specific tools to do almost

23:51

anything for almost any niche of

23:51

business. We have the ones that

23:56

we like, and that we've love,

23:56

like marketing automation and

23:59

CRM systems that automatically

23:59

tie together. But if you work in

24:03

a very esoteric industry, you're

24:03

like, like we were working in

24:07

the veterinary you know, cryo

24:07

genetic delivery industry, and

24:11

there are five of us in the

24:11

entire company, or in the entire

24:15

world, you know, that may not be

24:15

you know, we may not need a

24:19

Salesforce type tool, it - there

24:19

is a right tool for your

24:25

business, but most often it's

24:25

going to be a right tool stack.

24:29

So understanding how important

24:29

email is going to be and how

24:32

important sales team you know,

24:32

tracking is going to be funnel

24:37

generation are and how important

24:37

your website is going to be in

24:40

that mix. And then connecting

24:40

the dots with it with a

24:43

professional. You know, sales

24:43

enablement really comes into

24:48

play really comes into play when

24:48

you're trying to understand

24:53

which elements of the marketing

24:53

that you did for your

24:56

manufacturer made a difference.

24:56

So, if, if you're able to tie

25:01

the thread of, we send an email

25:01

through this trade organization

25:06

to this database, we got this

25:06

many leads from that database,

25:11

and this many turned into deals,

25:11

we can now connect those

25:15

marketing contacts to the sales

25:15

deals and say, oh, at the end of

25:19

it, we turned around $850,000

25:19

worth of attributable revenue

25:24

back, you know, you trace that

25:24

back, it's having the tools

25:28

connected is more important than

25:28

having the quote unquote, right

25:32

tool.

25:33

Yeah. And you and

25:33

you really did a nice job of

25:37

summarizing that sales

25:37

enablement is red hot right now,

25:40

because sales enablement unifies

25:40

your company, in terms of you

25:47

don't know that you're still

25:47

traditional sales network. You

25:51

don't know who these people are,

25:51

when they're initially looking

25:54

at your, your goods and

25:54

services. They're doing research

25:58

before they ever contact you.

25:58

Sales enablement is the, you

26:02

know, basically tools and people

26:02

involved that unite all this,

26:09

they they're dealing with the

26:09

intersection that I talked about

26:12

between what you offer and what

26:12

people want, they help take the

26:16

tools help connect the people

26:16

who are looking with the people

26:20

who are offering sales

26:20

enablement is hugely important

26:25

in this new dynamic where trade

26:25

shows and personal sales

26:28

networks are on the way out, you

26:28

know, well, in sales, sales

26:32

enablement is huge, right?

26:34

Well, and one thing I want to say about sales enablement is that it is a big

26:35

word right now. And it's big,

26:39

you know, buzzword, everybody's

26:39

talking about it, but

26:41

essentially, at its core, what

26:41

it is, is everybody else,

26:46

figuring out a way to enable the

26:46

salespeople to do their jobs

26:49

better, or help them support

26:49

them, whether that is it's

26:55

basically everyone being of

26:55

service to the people bringing

26:58

in money for your manufacturer.

26:58

And that's very important. So I

27:03

always try to make sure when

27:03

we're talking to clients to say,

27:06

any tool system or tech stack

27:06

that we're enabling there any

27:09

sales enablement conversation is

27:09

not to make you be better, but

27:13

to help us provide you with

27:13

better stuff. And so just a

27:18

simple I would bet at every

27:18

single man, I don't want to say

27:22

100%. But 100% of the

27:22

salespeople that we talk to have

27:27

clients that come on, if we ask

27:27

them, Do you have every

27:31

resource, like designed and

27:31

developed in a folder that you

27:34

could pull from that would help

27:34

you in the sales process? Answer

27:37

questions that you get all the

27:37

time, every single one of them

27:40

is like, Well, not really. I

27:40

mean, they're good, although I

27:43

would like it if I had more like

27:43

more brochures or case studies

27:46

or like turnaround thing. Yeah,

27:46

everybody has that. So those are

27:50

things that everybody can build.

27:50

And that's a part of sales

27:54

enablement, is making sure that

27:54

sales people have stuff that

27:58

will help them sell.

28:00

And I think that's

28:00

where we're going to go with the

28:03

next segment, we're gonna go

28:03

down to the shop floor with

28:05

these actual items. And I

28:05

thought about it in this

28:08

context. So who are the

28:08

successful sellers in

28:13

manufacturing? There are people

28:13

who know their products and

28:17

services, right? They're not

28:17

people who just got out of grad

28:20

school with an MBA, there are

28:20

people who have been there

28:24

people who have been with the

28:24

company, there are people who

28:26

have been with competitors in

28:26

the industry, and you know, what

28:29

they need help with, they need

28:29

help with the tech stack, they

28:33

need help with figuring out how

28:33

to connect with these prospects

28:38

with these leads, they, they

28:38

know the material, they don't

28:41

necessarily know the

28:41

marketplace. So that's where I

28:45

think, go ahead...

28:46

That's another way

28:46

to save budget too is that we

28:48

always comes back to well, we

28:48

don't have the budget for that.

28:51

And you don't need to trust me,

28:51

I'm speaking from the marketing

28:55

side as I would love every

28:55

company in the world to have a

28:58

fantastic budget to allow them

28:58

to hire a marketing agency, you

29:02

know, group or have a marketing

29:02

staff internally to help with

29:06

this stuff. But the reality is,

29:06

is not everybody does. But you

29:09

can pay for a session with an

29:09

expert team to help train your

29:14

staff on a process and get it

29:14

rolling. That won't cost you as

29:18

much as hiring an agency for

29:18

like five years under contract.

29:23

So there are ways to make it

29:23

work. And actually, you know

29:26

what, this is a good segue to go

29:26

ahead and head down to the shop

29:29

floor because that's what we're

29:29

gonna be talking about is we've

29:32

got 10 actionable things that

29:32

manufacturers can do this summer

29:39

to make a difference with their

29:39

marketing. So are you ready to

29:42

head down to the shop floor and

29:42

talk about those?

29:44

Absolutely. And we'll have these in the show notes too. For people who you

29:46

know, you don't want it you

29:49

don't need to write down all 10

29:49

you can go to our - the

29:51

Industrial Marketer website and

29:51

this will be there for you to

29:55

reference.

29:56

Just listen and enjoy. Yes. All right, we're heading down the shop floor.

29:58

Let's do. All right, here we

30:04

are, Nels. So this, we don't

30:04

have a guest today, you and I

30:08

were talking about the, what we

30:08

really needed to do for the

30:13

listeners who are in the

30:13

manufacturing space and dealing

30:15

with these marketing challenges.

30:15

And we kept coming back to "we

30:18

just got to give him stuff to

30:18

do" - like there are things that

30:20

everybody can do. And maybe you

30:20

don't have hours a day to

30:25

research online. So you know, as

30:25

always head over to

30:28

industrialmarketer.com like,

30:28

that's, we've got a bunch of

30:31

resources there collected for

30:31

you. But, in this episode, we're

30:36

doing top-10 actionable things

30:36

manufacturers can do now this

30:40

summer. So number one...

30:42

Can I, can I jump

30:42

in real quick just to set?

30:45

Yes.

30:46

Even if you've

30:46

already done these things. There

30:48

often are intermediate levels

30:48

and advanced levels that it's

30:52

like, okay, I've already done

30:52

that. But you could do a deeper

30:56

dive, or you could do take it

30:56

wider or so, you know, all of

31:00

these things have utility,

31:00

whether you are, you know, at

31:05

the very foundational phases of

31:05

your marketing, or you're an

31:09

experienced, seasoned marketer.

31:11

That's a very good,

31:11

that's very good, because all

31:13

these things that we're putting

31:13

together are, well, most of them

31:16

are things if you haven't done,

31:16

you should do but if you've

31:19

already done, check them, see

31:19

'em, do 'em again.

31:23

Open up the hood, take a look.

31:26

But Alright,

31:27

Sorry.

31:27

Number... no, no,

31:27

no, that was great. Number one,

31:31

segment your contact database.

31:31

There are some people that are

31:36

like - facepalm, and are like,

31:36

"Oh, of course." And there's

31:38

some people like, "Yeah, we

31:38

know." My thought here really is

31:43

there may be current sales

31:43

contacts and Jerry's Outlook and

31:47

Cynthia's gmail and whatever, or

31:47

you have a long list of

31:51

contacts, but they're all just

31:51

in a big bulk group. And you

31:55

don't have it divided by which

31:55

are in the agricultural industry

31:58

or which are in the food and

31:58

restaurant business. Whatever

32:01

your segments may be, find three

32:01

or four ways - it could be

32:05

industry, could be job title, it

32:05

could be company, type it,

32:11

whatever it works for your

32:11

manufacturer, go through your

32:14

contact database, and segment

32:14

them to group them into the

32:18

types of where those contacts

32:18

fall into.

32:22

But that could be

32:22

geography too. I mean, like this

32:24

is, this is not an either or,

32:24

you could do it by personas. And

32:28

you could do it by geography,

32:28

and you can do it by customers

32:31

versus past customers. Right?

32:33

Agreed. So they're,

32:33

whatever works, whatever the

32:35

best way is that you know, to

32:35

break it up into the way you

32:39

think about it and talk about it

32:39

internally, do that with your

32:42

contact database. All right,

32:42

number two. And Nels I have this

32:48

and from specifically from

32:48

conversations that you and I

32:50

have had, talk to your sales

32:50

team, and gather the common

32:56

questions that they all get

32:56

asked, and then write one

33:00

article about it. Now, I didn't

33:00

say blog post, I didn't say

33:04

email, I said article, this

33:04

could be something that is

33:07

shared as a letter from the CEO.

33:07

This could be shared online on

33:12

just a page on your site. It

33:12

could be a blog article, it

33:15

could be something that you

33:15

write for a publication that you

33:18

have a connection with, but

33:18

answer one common question in a

33:22

written lengthy article that you

33:22

then can use somehow. Now, this

33:28

comes from you on talking to the

33:28

sales teams and understanding

33:31

those questions. Do something

33:31

with that is my is my advice.

33:35

Yeah.

33:36

And we talk a lot

33:36

about atomizing content, you

33:39

know, so this also could be you

33:39

start with something about five

33:42

questions about X or Y. And you

33:42

actually develop each one into a

33:47

separate piece. It doesn't need

33:47

to be complicated, right? And

33:50

these pieces do not need to be

33:50

long,

33:53

No 500 words, just

33:53

like keep it just, you know,

33:56

just a little poof, this is how

33:56

we answer this question for our

34:00

sales team. And now it's on the

34:00

internet. That easy. Number

34:05

three, this one is pretty easy.

34:05

Share five pieces of industry

34:12

news. If you're a marketer, if

34:12

you're a CEO, if your C suite,

34:17

if you're an executive, you're

34:17

most likely reading about things

34:22

that are happening in your industry, things that will affect your company's

34:24

trajectory, things that may

34:26

affect if you're a marketer, you

34:26

know, Google News that are gonna

34:30

affect your on an online search

34:30

rankings. If you work on

34:33

LinkedIn, if you like Facebook,

34:33

if you have a company

34:36

newsletter, find a way to take

34:36

the information that you read,

34:40

that's valuable to you and your

34:40

constituents and share that out

34:44

five times you can do that

34:44

everybody can do that. Probably

34:47

every one of your executives

34:47

could do that. And sure helps,

34:51

it helps grow that thought

34:51

leadership and it helps start to

34:54

establish you guys as helpful

34:54

voices in that space.

34:58

It could be trade

34:58

publications, It could be the

35:01

Industrial Marketer podcast, it

35:01

could be lots of things,

35:05

Please, please

35:05

share the Industrial Marketer.

35:07

But you know, somebody would

35:07

value from this, you know it.

35:10

Daryl, if someone named Daryl is

35:10

listening, they're like, wow,

35:14

that'd be great. Alright, number

35:14

four. And this was very

35:19

specific. And this one is could

35:19

be if you've done it already do

35:22

it again, sign up for three

35:22

industrial directories online.

35:27

Whatever industry, you work in

35:27

whatever niche you have, you

35:31

know, you mentioned thomasnet,

35:31

they're a major player. But you

35:34

know, MacRae's blue book or

35:34

process register, there are a

35:39

handful of industrial

35:39

directories online. And if you

35:42

get into the specific industries

35:42

like hydraulics, and pneumatics

35:46

directory, there are major ones

35:46

for almost every industry. Find

35:51

a couple for yours, and see if

35:51

they have a free option. Most of

35:55

them do. Most of them have an

35:55

ability to put your name, your

35:59

company address, your website

35:59

link, and the your services on

36:02

their site. And that's going to

36:02

help your site rank better, it's

36:05

going to drive traffic to your

36:05

site, get as many of those out

36:07

there as you can, that are

36:07

attributable and applicable to

36:11

your business, linking back to

36:11

your website, but start with

36:13

three, most of them are free.

36:13

Any thoughts Nels on that one?

36:20

No, Ithink and if

36:20

not, your next item is even more

36:24

foundational than that.

36:26

I agree. So the

36:26

next one is number five. This is

36:29

use a tool and I were going to

36:29

have one in the show notes. The

36:33

one I'm going to mention is Moz,

36:33

M-O-Z listing checker. But there

36:39

are a bunch, but check your

36:39

website address, and see - not

36:44

website address, check your

36:44

street address, and make sure

36:49

that the listings online match

36:49

your company name, match your

36:52

website address, it can show you

36:52

all the ones that where your

36:56

company is listed and where the

36:56

addresses are either verified,

37:00

validated or awaiting

37:00

verification. And then you can

37:03

manually go through and validate

37:03

and claim all of those but see

37:07

what's out there, the better

37:07

unity you have among those

37:11

listings, the better local

37:11

search you're going to find. And

37:14

that's going to help a lot. And

37:14

then actually, number six

37:19

relates to that, but is

37:19

different outside of the

37:22

listings checker, which will do,

37:22

you know, yellow book, and a

37:26

handful of others, go to Google

37:26

My Business. And there's going

37:32

to be a link in the show notes

37:32

for that one as well. But the

37:35

Google location tracker, and

37:35

this is Google Maps, this is

37:38

when pins and company names show

37:38

up on the maps and on your

37:42

phone, make sure that you have

37:42

claimed and verified your

37:46

company web address and street

37:46

address with Google My Business,

37:50

it's free, you need to do it.

37:50

It's easy to do if you own your

37:54

website. And it will tell Google

37:54

very specifically that this is

38:00

your company. This is what we

38:00

do. These are the industries we

38:03

work in. And this is our

38:03

address. So if people in your

38:06

area are looking for any

38:06

services that you have, you will

38:10

show up in their local search.

38:10

It's very important you do that.

38:12

And the step that a lot of people miss.

38:14

Yeah, and those

38:14

last two steps also will drive

38:17

more success on employment

38:17

sites, too. They know. They're

38:21

scraping. They're scraping

38:21

things like that, right.

38:24

Google jobs apply

38:24

looks for stuff like that, too.

38:27

So it'll help with it with a lot

38:27

of different aspects. And it's

38:30

easy. It's stuff you could do in

38:30

like in less - in the morning.

38:34

You could do it in one morning.

38:34

All right. Number seven, set up

38:40

website tracking. Most of - the

38:40

most common one is Google

38:44

Analytics. But there are a lot

38:44

of others. There are very

38:47

expensive ones that some major

38:47

organizations may already have.

38:51

And a lot of people may be saying, Well, we've already got Google Analytics set up on our

38:53

site. Great. If you don't,

38:57

please set up something to know

38:57

how your site does, which are

39:01

people leaving immediately does

39:01

no one ever come? which pages do

39:06

well? Just having some insight

39:06

to how your website is

39:11

performing is extremely

39:11

valuable. Considering the day

39:14

and age we live where most

39:14

people are going to interact

39:17

with that or a version of that

39:17

first dealing with your company

39:21

unless they meet you in person.

39:21

Right. Number eight. This one is

39:31

just spend some time, so this is

39:31

an easy one. Spend 30 minutes on

39:37

Google Bing or whatever search

39:37

engines you prefer. Looking at

39:41

different competitors and

39:41

questions and phrases that are

39:46

asked current commonly in your

39:46

industry and just see what other

39:50

people are doing. This doesn't

39:50

sound like a lot but you can

39:53

learn quite a bit by just

39:53

dedicating some time on a search

39:57

engine, seeing what other

39:57

companies like you are writing

40:01

about, seeing what pages they

40:01

have on their website, seeing

40:04

what trade organizations and

40:04

articles are frequented and show

40:08

up highly on search engines,

40:08

just see what's out there. And

40:12

you might see glaring issues or

40:12

glaring areas that are missed,

40:18

it happens more often than you

40:18

think.

40:21

And that's another

40:21

thing to help you with your

40:24

selling marketing throughout

40:24

your company to because if your

40:29

teammates haven't done so, you

40:29

know, you're bringing fresh

40:32

information about the market to

40:32

them. And this is a great time

40:36

to do it between interruptions

40:36

and supply chain between them

40:39

just changes in the landscape.

40:39

There's there's a lot of things

40:43

that have changed, and a

40:43

competitive analysis right now

40:46

is gold.

40:48

Yeah, I couldn't agree more.

40:50

And this doesn't need to be an analysis, it can be, hey, and here's two

40:52

observations about our

40:56

competition, right?

40:57

I would almost

40:57

guarantee and it's always

40:59

surprising when I have people

40:59

sit down to do this. But I would

41:02

almost guarantee that if you

41:02

just spent 30 minutes with no

41:05

other objective than just to

41:05

look and see what's happening in

41:08

the world of your search queries

41:08

and competitors, that at least

41:12

one or two glaring things will

41:12

pop out that you'll say, Oh, I

41:16

could do that pretty easily. And

41:16

we haven't done that yet. Or we

41:19

didn't write about that. But

41:19

that's a good idea. Oh, it

41:23

happens almost every time. So

41:23

coming to the end here. But

41:27

number nine. So you're looking,

41:27

you know, by now you've

41:31

installed Google Analytics or

41:31

some sort of web analytics, and

41:34

you know which pages on your

41:34

site do well, you know, like,

41:37

which ones are visited a lot.

41:37

Pick one of those pages, and

41:42

update it. Go in and add a

41:42

paragraph or two of content

41:45

that's relevant, that asks a

41:45

question that you may have

41:49

uncovered earlier in this list.

41:49

You know, if there are important

41:54

words or phrases that you know

41:54

your clients ask, make sure they

41:57

show up on that page, but just

41:57

pick one. Look at your Google

42:00

Analytics, look at your page,

42:00

see which pages have the most

42:04

traffic and update one of them.

42:04

And that's it. That's it, pick

42:08

one page and add some content

42:08

that's relevant to your sales

42:12

people, or your target

42:12

audiences?

42:14

Sure. Or if you're

42:14

in there, you might, Hey, how

42:17

are H1s and H2s. And you might

42:17

do a quick review on the page

42:21

structure, because that's one of

42:21

those things that you know, you

42:24

got to open up the hood and look

42:24

underneath the hood on that

42:27

stuff. And I do that every every

42:27

so often, right? Keywords

42:30

change, all sorts of things

42:30

change and ...

42:32

Keywords change,

42:32

algorithms change, we're seeing

42:35

one now, um, the - and we'll

42:35

probably have an episode on it,

42:38

where I just sort of walk you

42:38

through what's going on. But

42:41

this core web vital stuff that's

42:41

going on. Well, yeah, well now

42:45

making a huge algorithm change

42:45

based on nothing else on then do

42:50

people like experiencing your

42:50

website. And they have factors

42:55

and data that points to those

42:55

and they're called core web

42:57

vitals. And we now have to

42:57

adjust all of our optimization

43:01

strategies, because of those

43:01

because now new things are being

43:05

prioritized when they weren't

43:05

before. But outside of all of

43:08

that, you know, just pick a page

43:08

that you can make a little bit

43:11

better. And you can add words

43:11

and phrases and terms that you

43:15

know, your customers ask, that's

43:15

an easy thing. It's one page.

43:19

And then you can

43:19

and you can just share that with

43:22

your team to Hey, we updated

43:22

this. Anything else we should

43:25

low hanging fruit for updating,

43:25

engage? Great idea part of it,

43:29

right? Part of it is engaging

43:29

your fellow stakeholders. And if

43:32

somebody is like, Hey, we did

43:32

that. How come we can't do that?

43:36

We can. What do you want?

43:37

Oh, I love it. Yeah,

43:38

Yes.

43:39

Get your update.

43:40

Yes, Here's how,

43:40

right. Help me. Right.

43:43

Yeah, exactly. Then

43:43

you have more champions. So

43:46

again, it's all about growing

43:46

momentum and doing little

43:49

things. You know, let's take the

43:49

manufacturing mindset on this.

43:52

And Kaizen, you know, let's

43:52

improve little bits over time.

43:56

The Toyota Kata method works

43:56

here is being focused on little

43:59

improvements over time to make

43:59

things better. So the last one,

44:04

though, I put this last because

44:04

I know some people are going to

44:07

roll their eyes at it. But if we

44:07

have learned anything, looking

44:11

at the data for every industry,

44:11

and everything that we've done,

44:14

there is a way to use Google PPC

44:14

to your advantage, whether it's

44:18

driving people to a page that,

44:18

you know, gets a lot of

44:21

conversions, whether it's

44:21

driving people to a consultation

44:25

page or a request for quote page

44:25

based on terms or questions that

44:29

they're going to ask, but take

44:29

$500 and put it towards a Google

44:35

PPC campaign around a very

44:35

common core question or concern

44:40

that you know, your website can

44:40

answer and see what happens. And

44:43

that's it. If nothing happens,

44:43

fine. You've done it. You've

44:46

experimented with it. But we can

44:46

see time and time again that

44:50

there is usually some value in

44:50

getting your name out there on

44:53

page one of Google when you may

44:53

not be there right now. Just

44:57

that name awareness, name

44:57

recognition and some bit of

45:00

search traffic can get you a

45:00

couple conversions that can make

45:04

that $500, or to be quite frank,

45:04

the 12 cents you're gonna spend

45:08

on the ad that brought that one

45:08

conversion in very worth it.

45:13

I just I'm going to

45:13

be hitting you up for some

45:15

assignments I have coming up in

45:15

a couple of weeks, because

45:19

you've just hit the intersection

45:19

of making the case for digital

45:22

transformation, and marketing

45:22

with scant resources. So, you

45:26

know, Joey, I will be hitting

45:26

you up for the how do we spend

45:29

our first $500 on Google PPC?

45:29

And just the right just Hey,

45:36

answer, Right, you know, Alyssa, here,

45:37

here's three or four things to

45:40

do. And here's how you might

45:40

benefit or here's approaches to

45:43

take. And that is great advice

45:43

for the marketing doers who have

45:48

a really big uphill climb, and

45:48

they feel like they're pushing

45:51

the boulder up the hill, you

45:51

know, some of these things can

45:54

help rally, yeah, internal

45:54

champions, and they can win over

45:58

stakeholders and, and they do

45:58

provide data and success

46:01

stories. SoI love it.

46:03

If you're that

46:03

internal champion, give these

46:06

tactics to the person, you're

46:06

helping your duer make sure that

46:10

they're doing these easy little

46:10

things to make your business

46:13

better. There are ways I mean,

46:13

and we all deal in the

46:16

industrial space. But one great

46:16

deal can make a big difference

46:21

to some of these manufacturers.

46:21

One ongoing returnable revenue

46:26

contract can can sustain some of

46:26

these companies for years and so

46:32

we really want to make sure that

46:32

we're focused on these tactics

46:35

that were driving helpful people

46:35

to helpful resources but that

46:40

they you guys are putting you

46:40

guys are in the best position to

46:44

make a difference for your

46:44

departments and your

46:46

manufacturers. And so you know,

46:46

that's something again, that's

46:50

why I was excited now. So this

46:50

is something that we we live in,

46:53

we talk about and, and the

46:53

manufacturing sector is one

46:56

that's near and dear to both of

46:56

our hearts. So this was a fun

47:00

episode to dive in. And I was I

47:00

was happy that we got to do it

47:03

today.

47:04

Excellent. And my

47:04

mind is racing with all the

47:07

things we could do with the I

47:07

know you know, success stories,

47:11

the engagement, the you know,

47:11

how I succeeded with my first

47:16

$500 I mean, whatever it's like,

47:16

uh...

47:18

Hahahaha

47:19

You know, Joey,

47:19

you're tapping and you've tapped

47:22

into the, you know, I'm going

47:22

down a rabbit hole and we'll see

47:26

where this goes. I love it.

47:28

I'll just write a musical on how to succeed marketing without really trying

47:29

and only $500. It won't be like

47:33

a Broadway musical, but it'll be

47:33

good. Good enough. As always,

47:38

guys, thank you for listening to

47:38

the Industrial Marketer podcast.

47:41

We will be back in two weeks

47:41

with another episode, probably

47:45

diving in for more manufacturing

47:45

topics. So stick around. If you

47:48

aren't already subscribed, what

47:48

are you doing? Subscribe to the

47:51

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47:51

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47:54

on. Or if you're watching us,

47:56

subscribe there too. Whatever

47:56

you're doing, make sure you're

47:59

listening and you're subscribed.

47:59

Also, check out

48:02

industrialmarketer.com. Outside

48:02

of the resources that we're

48:06

going to link to in the show

48:06

notes, we've got articles diving

48:08

into every facet of industrial

48:08

marketing, whatever industry,

48:12

whatever level, we have

48:12

something that's going to be

48:14

helpful for you there. So go

48:14

there, sign up for the email,

48:17

And that newsletter

48:17

as updates. Yeah, that

48:20

newsletter is very good and it

48:20

aggregates some really

48:23

interesting headlines. Jake

48:23

really knows what he's doing

48:25

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48:29

We'll do the work for ya.

48:30

It's a, hey...

48:30

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48:35

Exactly. It takes

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48:40

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48:40

this. So, as always, thank you

48:45

again from Nels I and until next

48:45

time, we've been the Industrial

48:48

Marketer podcast if you've been

48:48

incredible. Until next time.