0:00

Welcome back

0:00

everybody to another exciting

0:04

episode of the industrial

0:04

Marketer Podcast. This is your

0:07

place for the tips, tech trends

0:07

and tactics for industrials who

0:11

care about driving leads to

0:11

their companies and their

0:15

brands. I am excited to be back

0:15

to talk more with you. I am one

0:19

of your hosts in industrial

0:19

marketer fan at large Joey, and

0:24

I am joined as always by my

0:24

cohort and favorite time of year

0:28

the Ides of nails are upon us.

0:28

It's March and we're getting

0:33

into spring time now and and

0:33

their iPads. We've got eyes I

0:37

don't know what IDE czar

0:37

anymore, but we've got them. And

0:39

we're gonna talk about them. How are you, man?

0:42

Great. There's

0:42

there's kind of signals right

0:44

there kind of it's a very

0:44

appropriate whether we're, we're

0:48

talking about, you know, the the

0:48

luck of the Irish or the March

0:51

Madness. Right, right. Hey, and

0:51

for our today's topic, you need

0:56

some of each madness in, in

0:56

luck. So there you go. I,

1:01

I love that. And

1:01

that is what a wonderful way to

1:04

dive into today's topic because

1:04

we are spending this quarter

1:08

we've had the last handful of

1:08

episodes really diving into the

1:11

foundations of what make a good

1:11

industrial marketing strategy.

1:15

And so I am I'm pumped to dive

1:15

in and get into our topic today,

1:19

which is how to understand the

1:19

industrial buying market and

1:23

your target universe, and some

1:23

ways to really build the right

1:27

personas and frameworks to get

1:27

your messaging to the right

1:31

people. This is an exciting

1:31

topic. Now, this is something

1:34

you and I talk about internally

1:34

a lot, because we want to make

1:38

sure that whatever content we're

1:38

producing, we're doing it for a

1:43

reason, and that it's answering

1:43

somebodies questions. And so

1:48

understanding like, why we're

1:48

doing the things and building

1:50

the things and making the things

1:50

that we're making is a big part

1:54

is a critical piece of any

1:54

strategic, you know, approach to

1:57

marketing and for industrials.

1:57

You know, we're trying to hit,

2:00

you know, in a needle in a stack

2:00

of needles. So it's a bit, you

2:04

know, we have to be pinpointed.

2:04

We have to be targeted. I mean,

2:06

now, how important is it for

2:06

you, when you're crafting a

2:10

piece or a strategy or an

2:10

article to know who's going to

2:15

be reading it? Or who should be

2:15

reading it? Yeah, what they need

2:18

out of it?

2:18

Exactly. And I

2:18

think that one of the

2:21

fascinating things for me as

2:21

doing the client work, the

2:25

discovery when you get to these

2:25

questions that we're going to be

2:29

talking about asking, so you go

2:29

through the process with the

2:32

client, and frequently it's a

2:32

small group, let's say it's

2:35

five, six people, and you're

2:35

going through this process. It's

2:38

fascinating to me, that in many

2:38

cases, they haven't thought

2:42

about these things within their

2:42

separate silos. And so it's,

2:47

this is this is a real

2:47

opportunity to align people

2:54

within your manufacturing

2:54

company, and how to approach

2:58

this. And it's really great when

2:58

there's debates or when it's

3:00

like, oh, I didn't know that,

3:00

you know, yeah, the the

3:04

marketing, we've talked about

3:04

this before marketing, sales

3:07

enablement, it all ultimately

3:07

becomes a team sport. But you

3:11

know, you have you have to get,

3:11

you know, everybody in your

3:13

lineup to run the same place. So

3:13

yes, the questions that you're

3:17

asking, you know, are going to

3:17

be really about, you know, who

3:22

in the process do we need to

3:22

touch in order to, for this

3:26

journey? And again, and we've

3:26

talked about this to the

3:29

industrial buying journey, oh,

3:29

my goodness, go off. So

3:32

elongated, cyclical? And yes, he

3:32

will tell you and, well, yeah,

3:36

well, we'll talk we'll spend a

3:36

bunch of time today talking also

3:39

about, you know, who you are

3:39

engaging, and how it's from very

3:43

disparate parts of a company.

3:43

Talk about team sports,

3:46

industrial buying is a team

3:46

sport. And also one of the

3:49

frustrating things for a lot of

3:49

people is that the purchase

3:53

cycle is not linear, right? Oh,

3:53

what what you communicate to

3:57

different personas is at

3:57

different times. And you know,

4:00

it's Have you seen some of these

4:00

diagrams of the industrial

4:04

buying, you know, cycles that

4:04

crazy the arrows here back over,

4:08

I have every share,

4:08

some of them are jokes, but the

4:11

problem is, none of us know

4:11

which ones are because they all

4:14

look some version of real. Yeah,

4:14

it's like that couldn't be true.

4:18

You know, we and the way to

4:18

thread all those needles

4:21

together. I mean, we're talking

4:21

about these grand visions and

4:24

grand plans. And and I love that

4:24

you started this by talking

4:27

about alignment, because one of

4:27

the things I do want to stress

4:32

right up front in this episode,

4:32

if you're listening to this, and

4:34

you're an industrial marketer,

4:34

you're like, great, they're

4:37

going to talk about buying

4:37

personas. I have already done a

4:40

buying persona for Eric, the

4:40

engineer and Alicia the

4:43

accountant and whatever, no one

4:43

cares. This we are going to talk

4:47

about buying personas, but trust

4:47

us, we live in the industrial

4:51

world. We know that it's not a

4:51

single person that you're

4:55

dealing with that you have to

4:55

convince we know that a buying

4:57

career is involved. So Nelson

4:57

Not only are we going to be

5:01

talking about the alignment that

5:01

has to happen on your

5:04

industrials side within the team

5:04

and knowing how you're

5:08

approaching your audience, but

5:08

man, we're going to be talking

5:11

about alignment on the other

5:11

side of really understanding who

5:15

is in that decision making

5:15

committee or process or group.

5:20

Because those are the bigger

5:20

questions that really drive home

5:24

a b2b or an industrial strategy.

5:24

Because let's be honest, if

5:28

we're selling, you know, candles

5:28

to a procurement guy at one

5:34

store, is going to be a

5:34

different process than trying to

5:38

sell, you know, a million

5:38

widgets to a global manufacturer

5:43

that has 47 different divisions

5:43

and eight silos that you have to

5:46

navigate between Sure. It's not

5:46

only is it a different world,

5:50

But the questions

5:50

to ask, I mean, really, so why,

5:52

why are they looking for

5:52

something? So there's always

5:54

going to be a solution pain

5:54

point perspective, it's like,

5:58

you know, what is it? What it

5:58

what are they looking for, not

6:01

just in terms of the solutions,

6:01

but at some point, it's going to

6:04

be capabilities and features? At

6:04

some point, they're asking, Hey,

6:07

how much does this cost? And how

6:07

does it? How does it work with

6:11

my other equipment or fit into

6:11

our operation? Or, you know,

6:16

what are the indirect costs of

6:16

whatever product or service I'm

6:20

going to buy? And even if it's

6:20

software, it's like, you know,

6:24

how is how is this going to be,

6:24

you know, integrated and

6:27

implemented? Or just how am I

6:27

going to train people, whatever

6:30

the so there's, they're

6:30

definitely, you know, writing

6:34

out the questions, is a good

6:34

drill, because, and there's

6:38

going to be it's a long list,

6:38

right? Until Yes. And that's why

6:41

these teams, as we will talk

6:41

about later, are involved in the

6:45

process, what's the ROI? How

6:45

long is the ROI? What is the you

6:49

know, and you can get in the

6:49

industrial buying so often is

6:53

around capital expenditures. So

6:53

then, you know, you're bringing

6:55

in a whole facet of a finance

6:55

department because something

6:59

costs $100,000, you know? So,

6:59

yes, there, there are many

7:03

questions. And it's important to

7:03

understand the scope of those

7:06

questions

7:07

Well, and that's and one of the things that you've just illustrated

7:09

extremely well is that when it

7:11

comes to an industrial cycle it

7:11

when it comes to the worlds that

7:15

we live in, the questions that

7:15

are being asked aren't

7:18

straightforward. They're not one

7:18

size fits all. They're across

7:22

the board. So with whatever

7:22

industrial industry, whatever

7:26

sector, whatever codes you have,

7:26

that you're working under

7:29

whatever your audience looks

7:29

like, it's going to be a very

7:32

specific one, you're going to

7:32

know the very technical

7:35

questions that they're asking,

7:35

and hopefully, the types of

7:38

questions that you get asked on

7:38

a repeated basis, and there's no

7:42

better way to understand a group

7:42

of people or an audience of

7:46

people than to know the types of

7:46

questions they ask on a regular

7:50

basis, and the types of things

7:50

that you need to be ready to

7:53

answer. Now, hopefully, the

7:53

position that your brand has,

7:57

and the services and the

7:57

products that you offer, do

8:00

solve those problems, and you

8:00

answer those questions for your,

8:03

for your prospects. But that's

8:03

really is like, if you're a good

8:06

fit for your audience, and

8:06

you've got that a handful,

8:09

you've got that part of it

8:09

covered, then what you really

8:12

need to be focusing on is

8:12

knowing what they need, and who

8:15

is involved in those processes.

8:15

Now, one thing and now's you

8:19

know, this better than than most

8:19

is, when it comes to industrial

8:22

processes. Not only are there a

8:22

lot of people involved, but

8:25

we're talking long cycles. So

8:25

the types of content we need,

8:30

the depth of content we need and

8:30

the wealth of it across the

8:34

different kind of committee

8:34

members, you know, we're talking

8:37

18 month buying cycles, it can

8:37

be really years buying cycles,

8:41

Well, even the our

8:41

machine broke, we we can't fix

8:45

it anymore, we need to replace

8:45

it still may end up being a

8:48

several week cycle. And that's

8:48

and that's a I'm gonna not panic

8:52

by but that's an urgent buy. Is

8:52

it for need? Yes, it's an urgent

8:57

need. But yes, and so sometimes

8:57

these cycles are, you know,

9:02

capital acquisition driven,

9:02

which means, you know, a whole

9:07

separate vetting process for

9:07

some large companies. And, but,

9:11

but frequently, yes, they

9:11

frequently can be more than a

9:15

year because it might also

9:15

emanate from a trade show or

9:18

somebody sees something and

9:18

they're coming back and they've

9:21

got to sell the concept or the

9:21

product, you know, within their

9:25

organization. And so how do they

9:25

bring other people up to if

9:28

you're looking around a corner

9:28

to okay, we know we want to

9:32

automate something so you know,

9:32

you've got to get some buy in

9:36

back home. I mean, there's,

9:36

there's lots of different

9:39

purchase cycles. So

9:41

My, my favorite are

9:41

the ones that are like, yes, we

9:44

need this but we are locked in

9:44

with a contract for the next 18

9:47

months that won't that if we do

9:47

this will void the warranty that

9:51

is live for another six months.

9:51

So what we need is a nine month

9:54

window and the next 15 months

9:54

that we can sign this deal, get

9:58

it prepped and then launch it on

9:58

the 16th Today, those are the

10:01

types of sequences that I really

10:01

enjoy. Because that really makes

10:04

things super easy. And yeah,

10:04

yeah, all of us.

10:07

And oh, by the way

10:07

that, you know, normally we have

10:11

a six month turnaround, from

10:11

sign contract to implementation,

10:15

but we have the supply chain

10:15

issue. So it might take a couple

10:18

more months, and we won't know for sure.

10:20

See, and so all of

10:20

this, like these timing

10:23

questions, these are all like

10:23

we're throwing out examples. But

10:26

these are real things. If you're

10:26

an industrial marketer, or

10:28

you're an industrial, you have

10:28

heard these or you have dealt

10:31

with these personally. And one

10:31

of the other aspects is that we

10:34

know that these time periods and

10:34

these timelines, and these

10:38

timetables are important for our

10:38

audience, we know that they're

10:42

locked into those contracts when

10:42

they're dealing with it. So we

10:44

will have to as well. And then

10:44

one of the other elements is

10:49

there are just seasonality

10:49

realities that are that are true

10:52

for industrials that are not

10:52

true for other industries, shut

10:56

down seasons machine refurbed

10:56

times just seasonality of

11:01

certain industries that aren't

11:01

you that are unique to those

11:04

industries. So to understand the

11:04

audience that you're going

11:08

after, understanding the

11:08

timetables, and the timelines

11:11

that they live within, can give

11:11

you a really good idea of when

11:15

to reach out to them what types

11:15

of things you need sure journey,

11:19

and when to start those

11:19

journeys. So it you know,

11:22

understanding their timelines

11:22

really helps you get insight

11:26

into that audience.

11:27

And the other to

11:27

connect the dots here to what

11:30

you know, if you come up with a

11:30

list of 10 questions that people

11:34

are going to be asking, then

11:34

also there is different types of

11:38

content for that buyer and

11:38

dividing in you know, at some

11:44

point there is going to be ROI

11:44

content directed toward the

11:48

finance department. At some

11:48

point, there is going to be or

11:52

should be a comparison of

11:52

benefits or capabilities that

11:56

the engineer can show the

11:56

facility manager and kind of go

12:00

over together to So hey, you

12:00

know, right? Option A does XYZ,

12:05

Option Z does 123? You know,

12:05

there, there there is for every

12:09

one of those questions that

12:09

you're asking there is content,

12:14

it might be similar content, and

12:14

the same piece of content might

12:17

work for multiple questions. But

12:17

at some point when somebody's

12:21

saying, Hey, what are my options? What else? am I considering, besides your

12:23

machine? That yes, you should

12:26

account for that, in your

12:26

content plan? How do how do we,

12:30

you know, focus on capabilities

12:30

as opposed to price, you know,

12:34

are some factors, right?

12:36

We need, you know,

12:36

understanding, like the types of

12:38

content that though that our

12:38

audience is going to take in, if

12:41

we're, if we're making 100%

12:41

downloadable white papers, and

12:46

then we find out that our

12:46

audience are engineers who only

12:50

watch YouTube, there's a huge

12:50

disconnect there. So making sure

12:53

that we have the answers to end

12:53

throughout the different types

12:57

of ways that we can answer the

12:57

same question. And knowing what

13:01

those are. So we know that our

13:01

audience is procurement

13:04

managers, and all the

13:04

procurement managers that we

13:06

talk to subscribe to a single

13:06

publication that we should

13:09

probably pinpoint that as a

13:09

focal point of our drive, right.

13:14

So those are the understanding

13:14

our audience types and

13:17

placements. And what they take

13:17

in is a he is a huge, very

13:22

important piece of being able to

13:22

create a persona or a group

13:27

understanding that's going to

13:27

matter, it's going to drive

13:30

results.

13:31

So there's there's

13:31

two to me, there's two facets

13:33

that make industrial buying so

13:33

much more complex than most b2b

13:38

buying and what it means the

13:38

elongated cycle that we already

13:41

talked about. The other, the

13:41

other is the disparate nature,

13:45

we're going to talk more about

13:45

this about the different people

13:47

looking at the process. And so

13:47

yes, the engineer doesn't really

13:51

want the white paper as much as

13:51

they want to YouTube because

13:54

they already know what they're

13:54

looking for. But that white

13:57

paper might be very valuable for

13:57

somebody else who wants to

14:01

understand a little bit about

14:01

how this integrates, or how the

14:05

tech works and the specs and the

14:05

floor space and some you know,

14:09

so no, the purchasing manager

14:09

may never read your white paper.

14:13

But but that doesn't mean that

14:13

you that that if the engineer

14:17

really wants, you know, your

14:17

product or your service, how can

14:21

you arm them with things to take

14:21

throughout their organization to

14:24

help us sell so one of the

14:24

frustrating things about this

14:28

with the content piece of it too

14:28

is also well, of course it can

14:31

work almost everything can work,

14:31

it's how you execute it right?

14:35

But yes, it's the different

14:35

types of content is also part of

14:41

what makes this such a high

14:41

degree of difficulty in terms of

14:43

industrial buy.

14:46

And I agree and I think that kind of takes us right into the second area of

14:48

our of kind of the foundations

14:54

is where let's go real we went

14:54

we talked real big, like these

14:57

are all the things is all the

14:57

questions. There's a A lot of

15:00

stuff that we just went through.

15:00

Let's try and focus it down. And

15:03

this is where we talk about the

15:03

buying personas. But let's talk

15:06

about like how we take all those

15:06

questions that we just talked

15:10

about, and figure out an

15:10

individualized way of looking at

15:13

them to make it scalable. for

15:13

marketing. That's really what

15:17

this is all about is to try and

15:17

give us focus give us direction,

15:21

and give us realistic things

15:21

that we can drive and create

15:25

content and marketing assets

15:25

towards now, you know, this is

15:29

we're going to talk about buying personas, but then we're going to blow it back out and talk

15:31

about how those personas fit

15:35

into committees, because that's

15:35

really what the b2b lifecycle is

15:38

is that's going to be focused on

15:38

is we know that there's not just

15:42

an engineer that you're talking

15:42

to, we know, it's not just a

15:45

facilities manager, it's not

15:45

just an owner slash CEO, there's

15:49

gonna be a lot of people that

15:49

touch a lot of different pieces.

15:52

But of those individual people,

15:52

you know, let's narrow it down,

15:56

we've got our personas that we

15:56

need to develop. So how do we go

15:59

about doing that? This whole

15:59

second half of this episode is

16:03

going to be five concrete steps

16:03

that you need to build your

16:08

buyer personas that then you can

16:08

put together in committees but

16:12

in general, all the questions

16:12

that we asked just a second ago

16:15

Nels, that's what we want to

16:15

boil down into the buyer

16:18

personas. Now, whether you

16:18

choose to create your persona,

16:21

where it has a human name and a

16:21

generic stock photo face. So

16:25

it's like Dan, the designer and

16:25

Bill, the builder, or Angelique,

16:31

the accountants, whatever you

16:31

want, that's, that's up, that's

16:34

gonna be up to you. But you

16:34

need, you know, you need to

16:37

understand what those

16:37

demographics are the types of

16:40

people that work in those

16:40

positions, the types of areas

16:44

and the fears that they have,

16:44

honestly, for us, psychographic

16:49

and technographic are going to

16:49

be big deals, you know, what are

16:52

the things that they worry

16:52

about? What are the, you know,

16:54

the questions that they need

16:54

answered, and the things that on

16:58

a day to day basis they are

16:58

thinking about? And then what

17:01

types of technology they're

17:01

using? Are they on their

17:03

smartphone? Are they on a

17:03

desktop, you know, are they

17:06

getting things through email or

17:06

through social, like some of the

17:09

technology in play is going to

17:09

be important for for us, just to

17:14

create those types of the

17:14

generic assumptions about the

17:20

earth for science.

17:22

And it's, you know,

17:22

interesting, we hear it all the

17:25

time. Now, people want the same

17:25

conveniences on the job that

17:28

they have in their, you know,

17:28

non work life. So they want to

17:32

be able to do stuff via the

17:32

phone, they want to be able to,

17:35

you know, have self help, they

17:35

want to be it right. So that's

17:39

Those should be those should be the types of questions that people are

17:41

answering in their personas.

17:43

Nels in my mind is not so much

17:43

like oh, well how many kids do

17:47

they have? And do they live in a

17:47

cul de sac? And you know, what

17:50

type of car do they drive? It's,

17:50

you know, what questions do they

17:54

answer on a regular basis? What

17:54

types of things do they take in?

17:59

Do they watch more videos than

17:59

they read more papers? Do they?

18:03

Do they subscribe to trade

18:03

publications versus going to

18:06

webinars or trade shows? You

18:06

know, and then where along the

18:12

path? And what types of

18:12

questions they need answered, is

18:15

it very educational content that

18:15

they need? Or do they need quick

18:18

sound bites and quick

18:18

turnarounds?

18:20

So this is this is

18:20

where the the team sport also

18:23

comes in? Because in the

18:23

discovery process, if you will,

18:27

you really are finding out that

18:27

these different personas, types

18:31

of personas anyway, people,

18:31

people have different challenges

18:35

and hurdles, but it's important

18:35

to understand what they have

18:38

people have different needs,

18:38

there's ultimately how can this

18:41

person look good? So how can you

18:41

address that? You know, if, you

18:46

know, Angela, the accountant is

18:46

always focusing on, you know,

18:51

cash flow, and just sort of

18:51

costs controls, whatever, then

18:57

how does this help her do her

18:57

job if, you know, George is

19:02

always the person who's he just

19:02

loves bringing new technology to

19:06

the table, that he's that guy at

19:06

the company who's always Hey, I,

19:10

you know, saw this, this is

19:10

cool, you know, arm him with

19:13

something, whatever. So there's,

19:13

there's literally for every

19:17

persona, you're going to want to

19:17

look at a same set of questions

19:20

about their role, you know, some

19:20

of its personality can be

19:25

personality driven, just in

19:25

terms of, oh, the, you know,

19:28

stereotypical engineer wants to

19:28

know, the specs, versus the, you

19:33

know, executive doesn't care as

19:33

much about being in the weeds

19:37

but wants to be able to

19:37

articulate the how this fits

19:40

into the vision and the mission

19:40

kind of thing. You know, but

19:43

yes, those are, those are

19:43

important considerations is

19:46

ultimately what are these people

19:46

asking for? How can we help

19:49

them? We can do the tech

19:49

homework for the purchasing

19:53

manager to explain this in a way

19:53

that she or he doesn't have to

19:58

go to somebody else that they

19:58

can get the Basics of oh, this

20:01

machine does this and our old

20:01

one doesn't, you know, whatever.

20:04

So

20:05

Well and that's an

20:05

understanding those those

20:07

placements should be another

20:07

element in those persona

20:10

documents is knowing where in

20:10

the organization or within the

20:13

industry that they activate

20:13

themselves, because it can help

20:18

you make marketing decisions.

20:18

This is what we're all here

20:20

about is industrial marketing,

20:20

and getting those tips and

20:23

tricks and trends out there. But

20:23

it can help you make a decision

20:27

of you know what, maybe we

20:27

shouldn't spend $10,000 In

20:31

Google banner advertisement, to

20:31

get our finance white paper in

20:35

front of accountants, because we

20:35

realized during our persona

20:38

work, that accountants never

20:38

click on banner advertisements,

20:42

and always are given

20:42

documentation from internal

20:46

resources that they consider. So

20:46

we need to get them this white

20:49

paper through an engineer. So we

20:49

need to get in front of them.

20:53

Like it can help you make those

20:53

marketing decisions to know

20:57

where you're going to spend

20:57

money in the smartest possible

21:00

ways. Because we're industrial

21:00

marketers, we don't just have

21:02

billions of dollars sitting around.

21:04

Right? So we've

21:04

touched on this a little bit,

21:07

we're trying to reach groups and

21:07

teams of people, right, it's not

21:12

a simple sell.

21:13

It is I mean, and

21:13

studies have shown and this is

21:16

where we're gonna now, with

21:16

this, we're gonna focus on

21:19

personas and how to build those

21:19

in the second half. Let's talk

21:22

about what b2b and industrials

21:22

really know is that no persona

21:26

is an island. Nothing happens in

21:26

a vacuum when it comes to

21:30

industrial sales or purchase

21:30

decisions. And I mean, even

21:34

recent studies have shown that

21:34

four to nine is the average

21:38

numbers of buyers in a b2b

21:38

purchase. So anywhere from four

21:42

to nine people, there'll be a

21:42

purchasing manager and a

21:45

facilities manager and an

21:45

accountant and an engineer and a

21:48

CEO, and a CFO, there will be a

21:48

group. And we all know this, and

21:53

this is a reality that we all

21:53

live in every day. And we need

21:57

to start talking about it as

21:57

industrial marketers, we need to

22:00

start acknowledging how these

22:00

committees work together. And

22:05

how as marketers, we need to

22:05

answer that commit those

22:09

committee's questions, you know

22:09

it because it's going to be a

22:11

balance of decision makers and

22:11

influencers and asset finders

22:16

and peripherals, you know,

22:16

they're gonna be all over the

22:20

place.

22:21

You touched on one

22:21

of my pets, pet subjects within

22:26

the persona world is decision

22:26

makers versus influencers. And

22:30

it's, this is where you get

22:30

interesting debates, when you

22:33

start asking questions around

22:33

companies. Is that the not, you

22:40

know, not everybody is a

22:40

decision maker, but they

22:43

certainly may have tremendous

22:43

influence around the

22:46

organization. And it's gonna be

22:46

different at different

22:50

companies, too. Right? The old

22:50

it depends is, you know, always

22:53

the answer. Right? Yes, the, the

22:53

you talk to some of these

22:57

companies, and you get these

22:57

different departments talking to

23:00

each other. And all of a sudden,

23:00

you hear some of this, well,

23:03

wait a minute, at Company X,

23:03

they do it this way. And the

23:08

people on the shop floor are

23:08

actually making the decisions.

23:12

And then over a company why it's

23:12

like, no, it's like, they

23:15

certainly guide the discussion,

23:15

but the decision is made by the

23:18

owner and that nothing's

23:18

changing about that, you know,

23:21

And I think that's

23:21

a very valid point to your to

23:23

your comment of it's going to be

23:23

an It depends, one thing that

23:27

it's not going to depend is

23:27

there's not going to be seven

23:30

decision makers, there is going

23:30

to be some hierarchy, and some

23:36

person that has the final thumbs

23:36

up and understanding and having

23:40

like, let's say you have six

23:40

personas that you've created for

23:43

your entire organization, and

23:43

you know, for a particular

23:47

machine purchase, that four of

23:47

those personas are going to be

23:51

involved in that purchasing

23:51

decision. You can now look at

23:54

those four and identify Well,

23:54

which ones are going to be the

23:57

decision makers and which ones

23:57

are going to influence the

24:00

decision of those decision

24:00

makers and you can create

24:03

marketing assets accordingly

24:03

that answer the questions for

24:07

each of those members at the

24:07

stage that it's needed to

24:10

address like that's where this

24:10

becomes really actionable is not

24:14

just a matter of creating

24:14

everything it's a matter of

24:16

looking at it and knowing the

24:16

the hierarchy knowing the

24:20

relationships and then placing

24:20

the correct pieces of content or

24:25

assets in front of them at the

24:25

right time

24:28

Right and this also

24:28

dovetails not to go off on too

24:33

much of a separate tangent here,

24:33

but this also dovetails with

24:36

Account Based Marketing where

24:36

okay at some point you realize

24:40

that four different people from

24:40

company X have been checking out

24:45

your product, you know, being

24:45

you know, yeah right. There may

24:49

be you may be you know, trying

24:49

to mirror their buying group,

24:54

but that also gives you sends

24:54

you signals in terms of possible

24:59

next steps and How to engage and

24:59

things like that. So that's also

25:02

where your you know, your CRM is

25:02

gonna, you know, play a really

25:07

huge role in leveraging what you

25:07

can out of your work on, you

25:11

know, personas.

25:13

I agree and we

25:13

would be remiss or I would be

25:15

remiss if we didn't at least

25:15

mention Account Based Marketing

25:18

or ABM on this episode. You

25:18

know, it is a very hot topic

25:23

nowadays, it is something

25:23

there's a lot of technology

25:25

vendors and platforms and in

25:25

conversations popping up around

25:29

it, and honestly, we're gonna

25:29

probably do an entire episode on

25:32

Account Based Marketing and

25:32

really diving into what it looks

25:35

like and how it works for

25:35

industrials, most industrials,

25:38

think of Account Based Marketing, like we've been doing that for years, like we look at

25:40

an account and figure out people

25:43

and try to impress them. But you

25:43

know, the ways that we're able

25:46

to go after it nowadays, and the

25:46

ways that really understanding

25:52

these buying committees, we can

25:52

use technology to our benefit

25:56

for Account Based Marketing.

25:56

That's where it starts to get

25:58

really inspiring and really

25:58

powerful to say, Okay, well, one

26:03

of the things that we do know is

26:03

that people don't love to talk

26:07

to salesman all the time, they

26:07

like to go as far as they can,

26:11

and get confident, as confident

26:11

as possible. Before, you know

26:15

doing those touch bases. I mean,

26:15

Nels was, I forget what the

26:18

study says now, but it's like

26:18

70% of the way or through the

26:22

buying process before they

26:22

actually reach out and talk to

26:25

somebody. It's somewhere in the

26:25

high levels that you'd be like,

26:28

That's not that's do I. But it's

26:28

right. That like the ability for

26:35

marketers to create a universe

26:35

of content, where anybody in the

26:40

buying committee could answer

26:40

their own questions at their own

26:45

pace is like a Nirvana, that

26:45

would be ideal if we could know

26:49

exactly the members of every

26:49

buying committee and the exact

26:52

pieces of marketing materials

26:52

that they needed to answer their

26:55

questions, and then just point

26:55

them to the right direction.

26:58

Yes, is the golden nugget here

26:58

is the ideal. And that's what

27:03

ABM is really going after it's

27:03

let's engage every person at the

27:07

right place at the right time.

27:07

At the right journey stage.

27:10

Yeah, and self

27:10

directing is is another phrase

27:13

to put it so that you know, you

27:13

make it easy for them to find

27:15

it. But, you know, let's the

27:15

makeup of these committees, we

27:19

talked about different people

27:19

from different departments. And

27:22

we talked about decision makers

27:22

versus influencers. You know, I

27:26

think one of the keys is as we

27:26

go forward with this is

27:30

understanding that the overall

27:30

goal is going to be about

27:33

marketing. And so you cannot

27:33

possibly target market to

27:38

everybody right now. So you want

27:38

to seek out commonalities and

27:44

and trends if you can, as

27:44

opposed to differentiation. Yes.

27:48

At Company X, the frontline

27:48

manager, you know, wields

27:52

unusual influence. If that's not

27:52

normally the case. If in going

27:56

through your customer list that

27:56

is more of the exception than

27:59

the rule, then you don't have to

27:59

have an official persona for the

28:03

frontline manager.

28:05

No, yes, that's

28:05

those are adaptable situations,

28:07

we as industrials are nothing if

28:07

not adaptable, so those outliers

28:11

deal with them as they come. But

28:11

yes, the real goal here is to

28:15

have that

28:15

Here's here's the

28:15

here's the tricky part is but

28:18

you want to have content that

28:18

everyone on that buying group

28:21

can benefit from. But you know,

28:21

you aren't necessarily going to

28:26

market specifically spend money

28:26

on trying to reach everybody in

28:30

that buyer group. So what are

28:30

the commonalities? How do you?

28:36

What do you need for these key

28:36

personas? And I believe that's

28:41

what we're gonna jump into next.

28:41

But it's you're not marketing to

28:45

everybody, right? You're not

28:45

have key personas, how do we

28:49

figure out these key personas?

28:51

I agree, I think

28:51

it's time that we head down to

28:53

the shop floor, because we

28:53

really want to make this big

28:57

convert, we have a big

28:57

conversation so far about all

29:00

these factors and these personas

29:00

and how they fit in to not only

29:04

the industrial buying cycle, but

29:04

these buying committees that are

29:07

a reality in our world. So what

29:07

we want to do is in the shop

29:11

floor segment, we're going to go

29:11

through five critical elements

29:14

that you have to have to truly

29:14

understand the industrial buying

29:17

persona that you need to build

29:17

to then put into those buying

29:21

committees. How do you put those

29:21

together? And how do you

29:23

understand their relationship?

29:23

We have to understand the

29:26

individual elements. And so now,

29:26

let's head on down to the shop

29:29

floor. Let's answer that

29:29

question. All right, we've made

29:37

it section two on the shop floor

29:37

nails. We're here. It's hustle

29:42

and bustle. We've been talking

29:42

about a lot of Persona based

29:44

stuff, but I think it's time to

29:44

really break it down into the

29:48

five major elements that people

29:48

need to consider when building

29:53

their b2b Industrial buying

29:53

profile, or persona. So I'll

29:58

just start the number one he got

29:58

to know the graphics, I'm

30:02

talking about the techno

30:02

graphics, the demographics, the

30:05

psychographics, you've got to

30:05

know, and this has to be based

30:09

on data, this is going to be a

30:09

big point I'm going to make on

30:12

this one guys listen to this, it

30:12

can't just be a crazy wish list,

30:16

or one of your salesmen being

30:16

like, Well, I think most of them

30:20

like to use Outlook, and they

30:20

never want to get a call on a

30:23

Friday. It's not that it's not a

30:23

wish list. And it's not a gut

30:27

reaction from some of your sales

30:27

guys, we need to know based on

30:30

data, the industries they work

30:30

in the locations, they frequent,

30:34

the types of technology that

30:34

they use mobile versus desktop,

30:38

versus browsers, we we want to

30:38

know, the types of, you know,

30:42

the types of questions they ask,

30:42

we need to know all of those

30:45

graphics. And so and those all

30:45

have to be based on some version

30:49

of data to have a realistic

30:49

expectation and nails to find

30:53

the commonalities that you

30:53

reference, because that's what

30:55

that yeah, needs to show.

30:57

Right? Well, this

30:57

is where you're a really

31:00

effective CRM is like a force

31:00

multiplier, because you can go

31:04

back and you can look at, you

31:04

know, what types of interactions

31:09

lead to specific sales in your

31:09

past, and you can look at, where

31:13

did things drop off, in other

31:13

cases, whatever. So right, that,

31:18

you know, sort of overlaying

31:18

that over who you were dealing

31:22

with, and what kind of

31:22

encounters you had might lead

31:24

you to some more information

31:24

about that. But yes, the

31:27

demographics. So I mean, some of

31:27

it is, you know, the, the

31:32

psychographics, right, we're

31:32

clear that engineers like to

31:36

look at YouTube videos, how tos,

31:36

whatever, we know that at some

31:41

point, people want the self

31:41

directed, answer my questions

31:46

without me having to talk to

31:46

somebody we know that, you know,

31:50

you download a white paper, and

31:50

you don't want to get hit up

31:52

with for touch. Right away.

31:52

Definitely. Gonna talk about

31:57

some of those goals and, and,

31:57

and tight preferences. But I

32:01

tell you, I load, I download a

32:01

lot of white papers, and I do

32:04

not want to be put on three

32:04

email is just because I

32:07

downloaded your white paper. So

32:07

it's like, come on, come on,

32:09

folks. It's like

32:10

Expectations that

32:10

fall into those demographics as

32:13

well. But yeah, like this, these

32:13

are the these are the ones that

32:17

we can actually pinpoint by how

32:17

they fill out forms. We want to

32:20

know like the things that

32:20

they're doing, and the questions

32:23

they're answering, and then

32:23

those demographics, and

32:25

Technographics get us there.

32:25

This bleeds a little bit though

32:29

nails with our number two, which

32:29

is a lot of what we've talked

32:33

about today is, and this

32:33

involves a lot of the

32:36

psychographics, too, but where,

32:36

and what is their function

32:41

within the company. So I want to

32:41

blend these two, because when

32:45

you're putting your persona

32:45

together, and it doesn't matter,

32:48

like we said earlier, if you're

32:48

going to give them a very

32:51

specific, you know, human name,

32:51

or if you're going to do it by a

32:54

job type, or or whatever it may

32:54

be, but understand their their

32:59

job title, understand who they

32:59

answer to. And if they're a

33:03

decision maker, or an

33:03

influencer, understand, you

33:06

know, how long they have been in

33:06

the industry. And if this is an

33:10

industry kind of focused job,

33:10

what location of the country

33:15

they may be in, or what

33:15

timelines you know, they may be

33:18

working on, those types of

33:18

things are all very, very

33:21

important. When you're putting

33:21

these personas together. I mean,

33:24

announce, we've talked about,

33:24

you know, the placement within

33:27

these committees, that's a big

33:27

deal. Like there's a lot of

33:30

different layer levels they

33:30

could be at within these

33:33

committees.

33:34

And sometimes these

33:34

committees are not actual real

33:38

well, usually they're not actual

33:38

real, it is something everyone

33:42

knows, it's a group of people

33:42

who at some point will be

33:45

weighing in on the process. And

33:45

that's important to understand,

33:47

too. But, and this is where you

33:47

seek out commonalities, as

33:50

opposed to as opposed to

33:50

differences, right, every

33:52

company is going to do things a

33:52

little bit differently. You

33:55

can't get stuck in the weeds

33:55

about the one or two that you

33:57

know of who have, you know,

33:57

their their own process, but

34:01

you're usually gonna have

34:01

somebody from leadership, right

34:04

could be the president, especially a lot of manufacturing firms, it's

34:05

somebody with a background from

34:09

the shop floor, second

34:09

generation, whatever it might

34:12

be, but you're gonna have some

34:12

type of leadership, bigger

34:15

companies, it may just be the

34:15

CFO may not be the right. The

34:19

mic might not but it could be

34:19

the CEO a lot. There's lots of

34:23

possibilities, but there's often

34:23

you know, some type of

34:25

leadership decision maker, the

34:25

operational side, right, your

34:29

engineers, your facility

34:29

managers, the people and you

34:32

know, it could be somebody in

34:32

charge of, you know, more of the

34:36

efficiency side, but it could be

34:36

somebody who's actually in

34:38

charge of the p&l at the at the

34:38

facility, but your operational

34:42

side is is almost in the

34:42

industrial cycle is going to be

34:47

right. So what I refer to as

34:47

assets, people and equipment,

34:51

and oh, yeah, this is this is

34:51

I'll just use a couple examples

34:57

of how they might differ in

34:57

titles but they have similar

35:01

responsibilities. So, for

35:01

instance, if you know you're

35:05

dealing with transportation,

35:05

right, so you're dealing with

35:09

trucks, and you're dealing with

35:09

drivers, right. So somebody is

35:14

an asset manager, it might be a

35:14

fleet manager, who is actually

35:18

in charge of getting butts in

35:18

seats to drive those trucks. And

35:22

so if you're marketing fleet

35:22

cards, that the fleet manager is

35:26

going to be a really essential

35:26

piece in that committee. Right.

35:30

In other places, the asset

35:30

manager might be around buying

35:35

inventory, you know, might be in

35:35

the supply more in the supply

35:40

chain. But it's, it's kind of

35:40

the flip side, not really the

35:44

flip side, but it's, it's a

35:44

complement to the operation.

35:47

It's so what goes into that

35:47

operation? It's not just the,

35:52

you know, this machine will run

35:52

faster. But it's also okay, how

35:56

does this piece of equipment fit

35:56

into the bigger Piazza there's,

36:00

in addition to operation,

36:00

there's also assets, and then

36:02

there's always, you know,

36:02

finance, and at some small,

36:05

combining leadership, and

36:05

finance might be the same

36:08

person. You know, these, as we

36:08

said, these are all different,

36:12

but generally speaking in the

36:12

industrial, that's a lot of them

36:15

there, of course, there could be

36:15

other ones. And in some cases,

36:19

your your leadership might be,

36:19

hey, we have multiple

36:23

facilities. And here's somebody

36:23

who actually knows what's going

36:26

on at the different facilities,

36:26

but I don't really

36:29

Regional quality

36:29

manager that has to, you know,

36:32

be involved in any purchase

36:32

decision, because the owner is

36:35

going to be used right at

36:35

multiple locations. I mean, and

36:38

one of the things like this is,

36:38

this is what we're thinking, I

36:40

mean, this is what we're saying

36:40

is being able to identify that

36:43

within the personas. So like,

36:43

let's take a step back, we've

36:46

got our persona that we're

36:46

working on, we know the type of

36:50

job they have. We know that how

36:50

long they've been in the

36:53

industry and the type of

36:53

industry they work in, whether

36:56

it's automotive, or aerospace,

36:56

or pharmaceutical, or whatever

36:59

construction, whatever it may

36:59

be, we know what area of the

37:02

country they're in, and usually

37:02

how old they may be. We know

37:07

whether or not they're a

37:07

decision maker, or an influencer

37:10

within the committee makeup. And

37:10

now we know whether they play a

37:14

leadership or an operational or

37:14

an asset or a finance role

37:18

within the organization, I would

37:18

say that this persona is shaping

37:21

up pretty good for us to be able

37:21

to answer some questions about

37:24

what they need, you know, like

37:24

we're finding those

37:27

commonalities, which now brings

37:27

us to our third critical thing

37:31

that you need to build these

37:31

personas and understand them. Is

37:34

their pain points in the

37:34

hurdles? Sure, you know, there

37:38

they are, if they are in a

37:38

consistent job in a consistent

37:42

industry doing consistent work,

37:42

that they have consistent

37:45

hurdles that they deal with. So

37:45

what are those? Yeah, questions

37:50

are,

37:50

Your messaging

37:50

points for leadership are going

37:54

to be different than they are

37:54

going to be for the operational,

37:57

you know, so what is the value

37:57

proposition of your product or

37:59

service, and you really

37:59

literally can change your value

38:03

proposition for each of those

38:03

personas, you should be able to

38:06

enjoy like, a, you know, value

38:06

proposition that, you know, the

38:11

the leadership, it might be, you

38:11

know, what this is really going

38:14

to help your, your, you know,

38:14

overall equipment efficiency, oh

38:19

II and allow you to replace a

38:19

couple of employees that you

38:24

can't find people to work for

38:24

anymore with automation. So the

38:28

big vision there is, okay, we're

38:28

helping solve not only workforce

38:32

issues, but we're helping with

38:32

quality control and output, you

38:35

know, a big win, and that

38:37

Your engineer does

38:37

not care about that your

38:39

engineer very much cares whether

38:39

or not that machine is going to

38:42

work with the certain CAD model

38:42

systems that he is using, and

38:46

how quickly he can get

38:46

information to and from those

38:50

systems.

38:50

But the value

38:50

proposition to the asset manager

38:53

might be that we are your single

38:53

point of contact, you know, what

38:56

we solve end to end issues in

38:56

your on your floor. And so, if

39:01

you have a motor starter issue,

39:01

when you turn the machine on,

39:05

where your point of contact, and

39:05

if you have, you know, the issue

39:10

that the machine, you know, is

39:10

running too slow or too fast, or

39:16

there's torque issues about you

39:16

know, how much power you know,

39:20

whatever it may be that, you

39:20

know, hey, we are your single

39:22

point of contact for, you know,

39:22

power and electrical and motor

39:26

control, you know, and

39:28

By the way, Ask

39:28

that guy, we also know that your

39:31

industry shutdown season is

39:31

between these three weeks, and

39:34

we know that everybody else is

39:34

booked up solid and we can

39:38

actually fit you in in those

39:38

three weeks because that's when

39:42

you have to have this done,

39:42

because nothing else is running.

39:45

Yeah, so we can do that for you.

39:45

Well, those are all those types

39:49

of things and so being able to

39:49

list those out and list out

39:53

those Okay, so we know what they

39:53

do and who they are. We know how

39:57

they influence the buying

39:57

committee and what stage they

40:00

usually play. In that funnel,

40:00

and now we're actually being

40:03

able to list out and say, These

40:03

are the problems that they

40:07

specifically have. These are the

40:07

things that they specifically

40:11

have trouble with, and the

40:11

things that cause them to stay

40:14

up at night, whether those are

40:14

questions, whether those are

40:18

hurdles that they fat, however

40:18

you want to formulate it in your

40:22

own persona, you can list those

40:22

hurdles, or those pain points in

40:26

a numerous, numerous ways. But

40:26

that leads us now into the

40:29

fourth element of, okay, well,

40:29

we've know who they are, we know

40:33

what influence they have and

40:33

where they stand. And we know

40:36

what problems they have. Well,

40:36

let's figure out how to get that

40:40

to them. What types of

40:40

technology and information types

40:44

do they like? Do? Do they only

40:44

watch videos? Well, if they only

40:47

watch videos, I guarantee you,

40:47

you should not make an 80 page

40:51

white paper with no images to

40:51

that audience. And that persona

40:55

number. Sure understanding if

40:55

they like to read understanding

40:59

if they only prefer data sheets,

40:59

because they need finance

41:02

numbers and specs for their

41:02

warehouse or for their books.

41:06

Those is that that's a huge

41:06

element of your persona that we

41:09

don't see a lot of people

41:09

talking about, and that us as

41:12

industrial marketers really,

41:12

really need to understand,

41:16

because if we're going to

41:16

pinpoint our content and our

41:19

assets, and our marketing to

41:19

those people, we need to know

41:23

how they're taking in that information.

41:25

Sure. So the

41:25

platforms matter, the media

41:27

form, if you will, matters for

41:27

your messaging to and I'll get

41:31

back to set my said in the

41:31

previous segment to his people,

41:35

people want to have the same

41:35

conveniences on the work. So if

41:39

you know, they want to be able

41:39

to ask you a customer service

41:43

question on social media? And

41:43

have it answered, Yes.

41:46

So yeah, if that's

41:46

where they engaged, like if we

41:50

know that all of our engineers

41:50

or all of our, you know, finance

41:54

Junior assistants that we have

41:54

found as a very influential

41:58

persona type, you know, all of

41:58

our junior finance people engage

42:03

on Tik Tok, then it may not be

42:03

as silly to have a tick tock as

42:07

you think, you know, if that's

42:07

the finance, if that's the

42:11

information that you need to get

42:11

to them early on in their

42:15

journey. So it really makes a

42:15

difference to understand if they

42:19

prefer social versus a blog, or

42:19

a newsletter or an email, you

42:24

know, depending on and this is

42:24

where, you know, it's not

42:28

ageism, but it's it's it younger

42:28

generations, and the up and

42:32

coming markets don't read email.

42:32

So maybe don't have that be a

42:36

primary driver of information

42:36

you need to those markets, use

42:40

email for your moral leadership,

42:40

and the more seasoned and the

42:45

longer standing members of those

42:45

who were showing in email

42:49

engagement, you know, use the

42:49

metrics to your benefit. And so

42:53

the last thing that you have to

42:53

consider is now that we know all

42:58

of this, is what are the main

42:58

goals that they are trying to

43:02

accomplish. And this is usually

43:02

answered by having the rest in

43:06

place. But for a finance guy,

43:06

its ease and stream and, you

43:10

know, lowering costs. For an

43:10

engineer, it may be ease of use

43:14

and design, mobility. For a CEO,

43:14

it's gonna be, who knows you've

43:19

met CEOs, they're all crazy. You

43:19

know, it's, who knows what

43:23

that's going to be. But it will

43:23

be based on growing his business

43:27

and making things function

43:27

better, and making his brand

43:31

stronger. So those are the

43:31

messages and those are the goals

43:35

that your pieces should speak

43:35

to, in the channels, you know,

43:40

that will work for them.

43:41

Yeah. And and

43:41

again, the hard part, the high

43:44

degree of difficulty is that

43:44

crafting different messages for

43:48

different personas based on they

43:48

all have these five similar, you

43:53

know, issues areas to account

43:53

for. But yes, the goal, the goal

43:57

of the asset manager is

43:57

different than the goal of the

44:00

CEO. So understanding the pain

44:00

points and the hurdles, and the

44:05

challenges is essential. And so

44:05

as understanding what's their

44:09

what does success look like for

44:09

them? And how do you craft your

44:13

messaging around that they're

44:13

very related to point number

44:17

three, you know, in terms of

44:17

what are their what are their

44:21

challenges? And then how you

44:21

reach them. Point number four,

44:25

is certainly valid too. So yeah,

44:25

so you had demographics, the

44:29

function within the company, the

44:29

main pain points and hurdles,

44:33

how they want to get their

44:33

information. And ultimately,

44:36

what are they trying to

44:36

accomplish? Here are five keys

44:40

to the messaging for each persona.

44:43

And I would say that if people start with understanding their buying

44:45

committees and who which

44:47

individuals are on those

44:47

committees, then you go down and

44:50

create those personas for those

44:50

individuals and then look at

44:54

them as a collective understands

44:54

like, oh, well, it seems like

44:57

everybody that's an influencer.

44:57

really relies on video based or

45:02

image based information, and

45:02

they like to get it through

45:05

social media, and YouTube. And

45:05

then everybody that's on a

45:10

leadership or a decision making

45:10

stance, doesn't have a lot of

45:14

time and wants datasheets and

45:14

summaries and etc, etc, etc.

45:18

Even just having that amount of

45:18

knowledge will really help you

45:22

craft a better strategy to get

45:22

your marketing and your brand

45:27

and your services in front of

45:27

the people that need to buy it.

45:30

All of the people that need to

45:30

buy it.

45:33

Yeah, so this looks

45:33

daunting. There's Yeah, I'm

45:36

gonna have to go and build up a

45:36

much bigger content library to

45:41

accomplish all of that. And, you

45:41

know, my response would be,

45:45

well, yeah, how are people going

45:45

about their buying journeys

45:49

right back where we started at

45:49

the you, whatever the current

45:53

number is, 70% of the research

45:53

is done before, you know,

45:57

reaching out to the company, I

45:57

saw something the other day that

46:01

said, you know, 90% of buyers

46:01

are doing research online, you

46:05

know, at some point, so

46:05

everybody in this process is

46:09

online looking. You know,

46:10

I think I think

46:10

recent research that I did from

46:13

Google was showing that b2b

46:13

buyers in particular, are doing

46:17

something like 12 Google

46:17

searches before ever going to a

46:20

website. I've even mentioned

46:20

that earlier. I just it's people

46:24

aren't doing it, the ways that

46:24

they were and our goals as

46:27

industrials, and as industrial

46:27

marketers specifically, is to

46:30

get our messages and our

46:30

solutions and our products in

46:34

front of the people that can and

46:34

will buy it. And that's the

46:37

landscape of that is changing

46:37

nowadays. And so if you have

46:41

questions about how to implement

46:41

any of this, or if you know,

46:44

we've sparked some ideas that

46:44

you just want to know more

46:48

details about how we would go

46:48

about certain ways of doing this

46:51

is shoot us an email, you know,

46:51

we we love to engage with, with

46:55

industrial marketers around the

46:55

world. So email us at podcast at

46:59

industrial marketer.com And we

46:59

would love to answer some

47:02

questions. And if you have

47:02

episode topics, we want to hear

47:05

those two, you know, this is a

47:05

community so if you haven't

47:09

already, head on over to

47:09

industrial marketer comm there's

47:12

a lot of articles, so much

47:12

knowledge and information there.

47:16

You know, we try to have as much

47:16

as you can need, it's the self

47:19

guide yourself to whatever

47:19

answers you want. In the future,

47:23

we're going to be doing episodes

47:23

on Account Based Marketing, on

47:27

media planning on website

47:27

building and how industrials

47:30

need to focus around different

47:30

CRM and technology solutions,

47:33

we're going to be doing reviews

47:33

of different products. This is

47:37

going to be a big, very helpful

47:37

influential season of industrial

47:41

Marketer Podcast, and we hope

47:41

that you're along for the ride.

47:44

If you haven't subscribed

47:44

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47:48

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subscribe to our podcast on

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their phone as well. That would

47:55

be great. Your your your efforts

47:55

are very much appreciated. Now,

47:59

I can't tell you how fun it is

47:59

to talk about this stuff with

48:02

you. We talk off air about

48:02

targeting and personas and

48:05

content maps a lot. I love and

48:05

we get to record and share this

48:09

out with other people who I know

48:09

are asking these questions too.

48:13

Now, if you had fun today,

48:15

Yes, this is this

48:15

is hard stuff. But you know,

48:19

that's where that's where the

48:19

good stuff is, you know that

48:23

it's it's a long it's a it's a

48:23

long, complex journey with lots

48:27

of moving pieces.

48:28

I agree and, and I

48:28

love going on that journey with

48:32

others and other industrial

48:32

marketers. So guys, reach out to

48:35

us, connect with us, fight the

48:35

good fight, stay out there and

48:39

keep creating awesome stuff.

48:39

Until next time. This is Joey

48:43

and Nelson for the industrial

48:43

Marketer Podcast and we will see

48:47

in the next episode