Industrial Growth Institute

De: Ed Marsh Consulting
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  • Resumen

  • Ed Marsh is a founder, Army veteran, independent board director, manufacturing marketing expert, and industrial sales leader. He has marketed and sold millions of $ of B2B industrial manufacturing stuff worldwide. Each week on the Industrial Growth Institute, he chats with makers and thinkers, experts and specialists to gather innovative insights, recent trends, and tried & true best practices for B2B business growth. Each episode provides both actionable tips and theory, for everyone from owners and executive management through managers & directors to individual contributors - all in an enjoyable and energetic conversation format.
    Copyright 2024 All rights reserved.
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Episodios
  • Episode 23 - Jim Blasingame on the Age of Customer Relevance: Human Connection in a Digital World

    Episode 23 - Jim Blasingame on the Age of Customer Relevance: Human Connection in a Digital World
    Aug 14 2024
    Jim Blasingame on the Age of Customer Relevance - Industrial Growth Institute Podcast Episode # 23 with Ed Marsh Summary Jim Blasingame, a consultant, strategist and futurist, chats with host Ed Marsh about the importance of capitalism and the concept of abundance. He emphasizes the need for businesses to adapt to the digital age and prioritize relevance in order to succeed. Blasingame also highlights the significance of storytelling in connecting with customers and building relationships and shares insights from his book, 'The Age of the Customer,' which focuses on the impact of digital transformation and the customer's control over interactions. Additionally, he discusses: the importance of helping customers and their customerschallenges faced by industries slow to embrace changeimpact of the 2008 GFC (great financial crisis) on business decision-makingimportance of veterans in the workforcevalue of building customer communitiesneed for leadership and ownership transitions in businessesthe power of analog human connections in a digital age. Takeaways Capitalism is the only ideology that continues to work and provide abundance.Businesses must adapt to the digital age and prioritize relevance to succeed.Storytelling is a powerful tool for connecting with customers and building relationships.Helping customers and their customers is crucial for long-term success.Industries that are slow to embrace change may struggle to stay relevant. The 2008 financial crisis had a significant impact on decision-making in businesses, leading to a shift in authority and decision-making power.Veterans bring valuable skills and attributes to businesses, including organization, discipline, and decision-making abilities.Building customer communities and demonstrating values are essential for businesses to attract and retain customers in the digital age.Leadership transitions and ownership transitions are critical for the growth and success of middle-market companies.Analog human connections and high touch interactions are still essential in a digital world.Businesses should focus on loving and nurturing their customers to build long-term relationships and loyalty. Takeaway Quotes from Jim Blasingame "Capitalism is ugly and complicated and unfair and brutal. It can be lots of things that are not so sweet, but still the only one that works.""The best way to describe capitalism is abundance.""Help your customers help their customers. If you want to have loyal customers, you can't just be transactional.""After 2008, that person who'd maybe been with the company 20 or 30 years was no longer there. They were replaced by a younger person who was given no budget, no authority.""I used to call on the president of that company, the CEO of that company. And I'd go in there and I'd say, hey, George, I got this idea here. And George would say, how much? About $8 million. And George would reach over and push the button and say, send bill in here or Mary in here and Mary would come in a VP a senior VP and George would say here Jim wants to do this make it happen." Check out Jim's website LinkedIn: Jim Blasingame and Ed Marsh Twitter: Jim Blasingame and Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript Chapters 00:00 Introduction and Jim Blasingame's Background 02:11 The Power of Capitalism and Abundance 06:37 Adapting to the Digital Age and Prioritizing Relevance 10:19 The Role of Storytelling in Connecting with Customers 14:17 Helping Customers and Their Customers 43:13 The Impact of the 2008 Financial Crisis 46:32 The Challenge of Decision-Making in the Digital Age 51:31 The Importance of Being a Generalist 53:46 The Value of Veterans in the Workforce 59:15 Building Customer Communities in the Digital Age 01:02:34 Leadership and Ownership Transitions in Businesses 01:09:23 The Struggle for Proficiency in Hobbies 01:10:44 Preparing for the Silver Tsunami 01:14:51 The Power of Inorganic Growth 01:17:10 Creating Content and Overcoming Perfectionism 01:21:20 Analog Human Connections in a Digital Age 01:23:32 Loving and Nurturing Customers for Long-Term Success #Podcast #Leadership #Relevance #DecisionMaking #Community #Veterans #SilverTsunami #Digital #HumanConnection #Storytelling #Capitalism #AgeOfTheCustomer #B2BStorytelling
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    1 h y 25 m
  • Episode 22 - Dan Ott on Generational Conflicts in Industrial Marketing and Sales

    Episode 22 - Dan Ott on Generational Conflicts in Industrial Marketing and Sales
    Aug 7 2024
    Dan Ott on Generational Conflicts in Industrial Marketing and Sales - Industrial Growth Institute Podcast Episode # 22 with Ed Marsh Summary In this episode Ed Marsh interviews Dan Ott, the Creative Content Manager for the National Tooling and Machining Association (NTMA). They discuss the challenges faced by middle-market industrial manufacturing companies, particularly in the machine shop industry, and the need for a shift in mindset and marketing strategies. They also explore the importance of building relationships and trust with customers, the role of content in industrial marketing, and bridging the generational gap in the industry. They cover various topics related to marketing in the manufacturing industry and touch on the role of marketing in attracting production talent. Other topics include: importance of showcasing clean and organized manufacturing facilities to attract talent and change misconceptions about the industrygenerational differences in marketing and sales activities, emphasizing the need for humility and open-mindedness on both sidesrole of marketing in building and maintaining relationships with customersimportance of creating success contentvalue of trade associations like NTMA and the need for active engagement to fully benefit from membership. The conversation concludes with a discussion on the role of AI in marketing and the importance of flexibility and adaptability in the industry. Takeaways Middle market industrial manufacturing companies, especially in the machine shop industry, face challenges in adapting to changing market dynamics and technology.Traditional marketing strategies in the industry, such as emphasizing years of experience and facility size, are no longer effective.Building relationships and trust with customers is crucial in industrial marketing, and content plays a key role in facilitating conversations and establishing credibility.There is a need to bridge the generational gap in the industry, with older generations being more resistant to technological changes and younger generations needing to develop in-person relationship-building skills.Content in industrial marketing goes beyond written material and includes various forms of communication, such as videos, online courses, and knowledge bases.The machine shop industry can be made more appealing and enticing through creative content that showcases the capabilities and intricacies of machining processes. Clean and organized manufacturing facilities can help attract talent and change misconceptions about the industry.Humility and open-mindedness are essential for successful marketing and sales activities, especially when bridging generational differences.Trade associations like NTMA offer valuable networking, learning, and advocacy opportunities for manufacturers.Flexibility and adaptability are key in the manufacturing industry, both in terms of work arrangements and marketing strategies. Takeaway Quote from Dan Ott "I honestly think that the two biggest things that get in the way, even the biggest thing is just pride because they've done things for so long and it's worked for so long that the idea that someone would come in and tell them how to do what they've done for 20 to 30 years is just completely out of left field." Check out Dan's website LinkedIn: Dan Ott and Ed Marsh Twitter: Ed Marsh Instagram: Dan Ott and Ed Marsh YouTube: @NTMANow and @EdMarsh Show Transcript Chapters 00:00 Challenges and Mindset Shifts in Middle Market Industrial Manufacturing 14:38 Building Relationships and Trust in Industrial Marketing 21:33 The Role of Content in Industrial Marketing 25:22 Bridging the Generational Gap in the Machine Shop Industry 36:39 Expanding the Definition of Content in Industrial Marketing 43:32 Making the Machine Shop Industry Appealing and Enticing 46:23 Bridging Generational Differences 48:53 Overcoming Pride and Embracing Humility 52:43 The Importance of Listening and Learning 54:48 Creating Success Content for Customer Retention 56:39 The Value of Trade Associations 01:02:31 Flexibility and Adaptability in Work and Marketing 01:10:32 AI in Marketing: A Tool, Not a Replacement 01:18:17 Preparing for In-Person Events 01:25:05 Final Thoughts on Industrial Marketing #IndustrialMarketingAndSales #IndustrialSalesAndMarketing #AI #IndustrialSales #IndustrialMarketing #ManufacturingMarketing #NTMA #IMTS #Pride #IntergenerationalConflict #MachineShops #Trust #Humility #Content #ContentMarketing #DemandGeneration #LeadGeneration
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    1 h y 28 m
  • Episode 21 - Cece Kintner on Marketing and Sales Operations for Industrial Manufacturers

    Episode 21 - Cece Kintner on Marketing and Sales Operations for Industrial Manufacturers
    Jul 31 2024
    Cece Kintner on RevOps and Marketing and Sales Operations for Industrial Manufacturers - Industrial Growth Institute Podcast Episode # 21 with Ed Marsh Summary Cece Kintner, Director of Marketing and Sales Operations at TekStream Solutions, shares her insights on industrial marketing and sales, trade shows and events, and the evolution of buyer behaviors. Cece emphasizes the importance of understanding the changing role of buyers, the need for sales and marketing alignment, and the value of sales enablement. She also discusses: the impact of technology on marketing and salesimportance of understanding buyer personasrole of CRM in the sales processchallenges and strategies of aligning marketing and sales in the industrial sectorneed for sales reps to trust and utilize the tools and resources provided by marketing. Cece also explores the impact of the internet on channel sales and the role of social media in the industrial industry, and the value of user groups and communities in building relationships and sharing experiences. The conversation concludes with Cece sharing insights on the role of AI in marketing and sales, the importance of experimentation and testing, and the need for continuous learning and adaptation in the ever-changing digital landscape. Takeaways Buyers now do extensive research before engaging with a companySalespeople play a crucial role in building relationships with buyers and partners, and their success depends on having the right tools and support from marketing.B2B buyers have higher expectations for refined experiences, similar to B2C experiences, so companies need to adapt and provide personalized and valuable interactions.Marketing and sales operations (revenue operations (RevOps)), are essential for aligning marketing and sales teams and providing the tools and processes needed for success.Understanding buyer personas and tailoring messages to different stakeholders within a buying team is crucialEvents and trade shows are still importantCRM use is not optionalSales reps should trust and utilize the tools and resources provided by marketing to enhance their selling process.The internet has transformed channel salesUser groups and communities play a vital role in building relationshipsAI can be a valuable tool for generating ideas and refining marketing strategies, but human creativity and judgment are still essential.Experimentation, testing, and continuous learning are key to staying ahead in the digital landscape of marketing and sales. Takeaway Quotes from Cece Kintner "Buyers don't come to me or to my team to ask all of their questions any longer. Before we even know who they are or that they have interest in our product, they have done research.""Salespeople are relationship builders to start. Number one, they have a duty to build a relationship with their buyers and with their partner sales managers." Check out Cece's website LinkedIn: Cece Kintner and Ed Marsh Twitter: Ed Marsh Instagram: Ed Marsh YouTube: @EdMarsh Show Transcript Guide to Building an Effective Sales Tech Stack Sales Operations for Industrial Manufacturers Marketing and Sales Operations Chapters 00:00 Introduction and Background of Cece Kittner 04:40 Understanding the Evolution of Buyer Behaviors in Industrial Marketing 07:05 The Importance of Sales and Marketing Alignment in Industrial Sales 20:49 The Value of Understanding Buyer Personas in Industrial Marketing 25:39 The Role of CRM in the Sales Process 47:10 The Impact of the Internet on Channel Sales 49:40 The Importance of Social Media in the Industrial Industry 52:41 The Value of User Groups and Communities 56:06 The Role of AI in Marketing and Sales 01:04:46 Effective Prospecting Strategies 01:06:43 Partnerships in the Industrial Sector 01:10:06 Experimentation and Continuous Learning in the Digital Landscape 01:15:00 Bridging the Gap Between Sales and Marketing 01:19:26 The Risk of Speeding Past Opportunities #B2BSales #SalesOps #SalesOperations #RevOps #RevenueOperations #MarketingOps #MarketingOperations #IndustrialMarketing #ManufacturingMarketing #B2BMarketing #Podcast #ComplexSales #SalesAndMarketingAlignment #RevenueGrowth #ManufacturingRevenueGrowth #CRM #MarketingAutomation #SalesEnablement #SalesTechStack #ChannelSales #SalesChannel #IndirectSalesChannel #BuyerPersona
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    1 h y 22 m
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