The Manufacturing Marketer Prepping for website overhauls | IMC Live
Jan 29, 2026
Kevin McClary, Head of Performance Marketing who turns analytics and AI-driven traffic signals into web strategy. Randall Zaitz, Digital Creative Director who leads B2B site design and user experience. They walk through planning frameworks, signs a site needs a rebuild, measuring AI referrals and conversions, stakeholder buy-in strategies, sitemaps and content mapping, and why iterative launches beat perfection.
AI Snips
Chapters
Transcript
Episode notes
Quantify The Opportunity
- Quantify the expected ROI: estimate lead or revenue increases to justify the project budget.
- Use conservative projections to show realistic upside and reduce stakeholder resistance.
Use Heatmaps And Recordings
- Use recordings or heatmaps (Microsoft Clarity) to show real user friction and persuade stakeholders.
- Pair qualitative recordings with conservative numeric projections for a compelling case.
Write For The Buyer, Not Yourself
- Focus content voice on the buyer's problems, not company self-promotion.
- Flag deep technical areas and allocate SMEs to develop necessary in-depth content.