The Manufacturing Marketer

Marketers often find themselves as the task masters behind company events: Trade shows, an open house, a plant tour or a customer appreciation party. And while there are times these events just need to happen, there are also times when there are opportunities to level up the experience. Enter today’s guest: Chris Casey, founder and effectuator at CJC Works, an experiential marketing company based in Wisconsin, U.S.A.

Explore the missteps manufacturers make on their homepages that can scare away potential customers. Instant promises must be clear and focused on the audience's needs. Navigation should be streamlined to prevent confusion. Clear, action-oriented CTAs are essential for conversion. Diving into effective headlines and subheadlines, they stress the importance of trust-building metrics and authentic visuals. Plus, avoid the pitfalls of investor-focused designs and leverage community resources for industrial marketers.

Speaking at live events is a great way to harness the expertise of your engineers and product experts and present it at scale. However, too many companies try to turn these opportunities into a sales pitch and seriously undercut their effectiveness. So how do you do it right? That’s what we’ll tackle today.

How do you make content not just more compelling, interesting, and insightful, but also a delight to read? Rose Hansen, writer and Director of Accounts at Gorilla, is here to talk about it in this week's IMC Live.

Peyton and Nihal bring Mike Hill, General Manager at Big Rocks Engineering, back onto the podcast to talk about a question that arose during our last IMC: Live episode: What do you do when engineering is getting in the way of releasing marketing content? How can marketers and engineers work better together? Let's talk about it.

On this week’s IMC Live, we talk about marketing by and for engineers with Mike Hill, General Manager and Product Development Expert at Big Rocks Engineering.

Brendon and Peyton dive back into leveraging gated pricing content as a call-to-action – and if we even should – with Dale "The Pricing Guy" Underwood of SafePrice.io. Revisit part one of Dale's conversation on IMC Live by listening to the previous episode here in your podcast player or watching the screen-share version on YouTube: https://youtu.be/TpwIDizrVkE

Dale Underwood joins Industrial Marketing Collective: Live to talk about his concept of pricing curiosity -- and exactly how it can drive conversions.

You may have caught our IMC Live episode with James Boeckmann, Content Director here at Gorilla and a dear friend. He talked about longform content for short attention spans, and it turned into a conversation that kind of led into some of the ways our thinking on content has evolved over time. Time to dig deeper.

We’re joined by Gorilla 76 Content Director James Boeckmann to talk us through longform content's role in marketing.