Tips on how to be a niche marketing success story with James Soto

By focusing on the industrial sector niche, really understanding it, we've been able to really build that empathy, knowledge and actually help them grow their businesses.I think the big lesson we learned is that you have to slow down in order to speed up. Further, you have to know that everything starts with strategy.One of my beliefs is I believe you've got to make your way of doing business obsolete before generational technology, market forces, or the competition does."What do we really know about critical metrics that will either predict the success or failure of our efforts?" And you're willing to call out the fact that maybe there isn't a commitment to the marketing function.

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A NICHE MARKETING SUCCESS STORY

By focusing on the industrial sector niche, really understanding it, we've been able to really build that empathy, knowledge and actually help them grow their businesses.

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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today my guest in studio is James Soto. He is an industrial marketing pioneer. I had a great conversation with him. He left some great tips in terms of strategy and tactics in marketing. I'll think you're really going to enjoy this episode. The big plus I want you to get away ... to get from this episode as well as listen to his business model, how he's niched down and he sells his services at a premium and he's in demand. A little bit about James. James is a three-time Inc 5000 fastest growing company leader. He's a keynote speaker and recognized contributor to Fabtech, HubSpot, Modern Machine Shop, Mashable, and LinkedIn events. As well, he is also the host of Industrial Strength Marketing on YouTube where he shares about his marketing insight that helps industrials make marketing the strengths of their business. As the founder and CEO of Industrial, one of North America's top marketing ENCs, James has worked with major B2B brands and industrial brands, such as motion and industry Schneider Electric, ABB, [Bulford 00:01:12], SKF, Coates, Hunter Fan, NIST, PAM Transport, AS&E, and Manufacturing USA.

Doug Morneau: James is also a prolific visionary and he's responsible for branding and co-producing manufacturing day, which was the largest industrial sector promotion in US history. Now, he's the co-founder of Nashville Made. It's a community focused on making way for manufacturers to thrive in Nashville's urban core. Born industrial, raised digital, James shares his point of view as to why leaders, marketers, and sellers must make their way of living and marketing obsolete before generational technology market forces or the competition does. I'd like to welcome James to the Real Marketing Real Fast podcast today. Hey, James, so excited to have you on the show today. Welcome to the Real Marketing Real Fast podcast.

James Soto: Great to be here, Doug.

Doug Morneau: Do you want to take 30 seconds or a minute and just give a high-level view of what you guys are doing and how you're helping your clients move the dial?

James Soto: Yeah. I'd be happy to. I'm the founder and CEO of Industrial. We are a brand business growth consultant. We're focused squarely on the industrial sector. Really what we do and what we ultimately promise is to help our clients be better marketers and sellers of their industrial products and services. Really, we help them with the mindset that they have to be great marketers where they are not. We built a strong business around that growth consultancy in a brand and business positioning strategy. The fully integrated marketing mix, digital marketing TechOps and enablement, and analytics and insights practice. By focusing on the industrial sector, really understanding it,