In this episode of The Marketing Schematic, we dive deep into the brand segmentation journey of Information Systems Engineering (ISE). Join us as we chat with ISE's Director of Marketing and Communications, Erin Bonde, and President, Jay Gentle, about their process of identifying target audiences, developing distinct brand identities, and launching a new website for their manufacturing execution system (MES) product, MV2. Learn valuable insights on overcoming challenges, the importance of internal alignment, and practical advice for businesses considering brand diversification. Discover how ISE is leveraging technology and market trends to drive growth and enhance customer experiences.

Key takeaways:

• The importance of defining and understanding your ideal customer profile (ICP).
• How to successfully segment your brand and target different audiences.
• The challenges and rewards of brand diversification.
• Tips for collaborating with an agency to achieve marketing goals.
• The role of technology and market trends in shaping business strategy.

Jay's LinkedIn

Erin's LinkedIn

MV2 Website

ISE Website

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In this episode, learn how to craft a unified digital marketing strategy that gets results for your manufacturing business.

You'll discover:

• Why ditching siloed marketing is crucial for a smooth customer journey
• How to map your ideal customer's buying process for manufacturing products
• Which digital channels (SEO, PPC, social media, email) to use at each stage
• How to leverage data from paid search to inform SEO and optimize content
• Strategies to break down team and data silos
• Key metrics to track your success
• How to adapt your strategy based on industry trends

This episode of tackles the specific challenges of launching industrial products. We're joined by Stu Accola, a B2B marketing expert with over 15 years of experience guiding industrial companies through successful product launches.

Stu will shed light on the common pitfalls that can derail your launch, and equip you with the strategies you need to make a splash. Learn how to:

• Avoid mistakes that can sink your product

• Craft an impactful launch plan

• Capture the attention of your target market, even with a small team

So, whether you're a seasoned product manager or just starting out, tune in and discover the secrets to a successful industrial product launch!

Stu Accola's LinkedIn

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