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

topfloortech.com

In this episode, we dive deep into the world of eCommerce for manufacturers. We'll explore why more and more manufacturers are embracing online sales channels, and equip you with a practical guide to get your business eCommerce-ready.

We'll cover key areas like:

• The compelling reasons manufacturers are turning to eCommerce
• How to develop a winning eCommerce strategy
• Choosing the right technology to support your online sales
• Crafting compelling product content for the digital marketplace
• Optimizing your product structure for online success
• Common roadblocks manufacturers face in eCommerce, and how to overcome them

By the end of this episode, you'll have a roadmap to navigate the exciting world of eCommerce and take your manufacturing business to the next level.

topfloortech.com

Feeling the lead gen pinch? In this episode, Anne, Justin and Chad will guide you through a powerful DIY Lead Generation Audit, helping you identify leaks in your sales funnel and maximize its potential.

We'll break it down step-by-step, covering:

• The Big Picture: What are we reviewing, and why is this audit so important?
• Knowing Your Enemy: How to gather intel on your competitor's marketing and lead gen strategies (plus the tools to make it easy)
• Marketing Under the Microscope: Analyzing your own marketing activities to see what's working and what's not
• Website Woes? Uncovering UX issues hindering lead capture on your website
• From Audit to Action: Prioritizing your findings to optimize your lead generation efforts

Stop the lead gen drain! Tune in and learn how to identify the weak spots in your funnel and watch your sales pipeline overflow!

Website - topfloortech.com

This episode is a recording of our recent virtual workshop, "Manufacturing Growth: A Roadmap to Your Digital Strategy."

Join Andrea and Anne as they dive into how to leverage digital channels to:

• Conduct effective audience research to understand your target market.
• Utilize data from digital tools (both first-party and third-party) to set achievable goals for your virtual strategy.
• Continuously measure and adapt your strategy as you put it into action.

Want to see the workshop in action? Head over to our website, topfloortech.com, to find the video recording.

Ready to take your manufacturing business to the next level? Tune in and gain valuable insights for crafting a winning virtual strategy!

Building a website is a journey, not a destination. Choosing the right partner is crucial for a successful outcome. This episode equips you with 12 essential questions to ask potential website partners before you sign on the dotted line.

Key Questions Covered:

1. 1. What does your typical project team look like?

   2. Do you outsource any component of the work that goes into our project?

   3. What sets your solution apart from the competition?

   4. How do you ensure we stay on track for budget and timeline?

   5. What will our involvement be in this project?

   6. Can you show us a demo of the platform and admin experience?

   7. What other companies have you worked with in our industry?

   8. What’s your process for optimizing the website for organic search?

   9. What challenges do you foresee with our project or what makes it unique?

   10. What does success look like to you for this project?

   11. What are the ongoing costs and the process for upkeep and maintenance?

   12. What happens if we decide to part ways?

This episode dives deep into the essential steps for planning your new manufacturing website. We'll guide you through the key considerations you need to make before diving into development, so you can build a website that attracts, informs, and converts your ideal customers.

Here's what you'll learn:

• Figuring out your WHY: What are your goals for your website? How will it support your overall manufacturing strategy?
• Organizing internal and external teams: Who needs to be involved in the planning process? How can you ensure smooth collaboration?
• Technology and content considerations: Choosing the right platform, creating engaging content, and optimizing for user experience.
• Essentials for manufacturers: Unique considerations for manufacturers, like showcasing capabilities, highlighting industry expertise, and complying with regulations.

Whether you're a seasoned marketing manufacturer or just starting out, this episode is packed with actionable insights to help you plan a website that delivers real results.

Tune in and get ready to build a website that works as hard as you do!