Industrial Growth Institute

Episode 33 - Matt & Jack Watson on Digital and Social Media to Attract Manufacturing Talent (and Prospects)

Episode 33 - HFW Industries G3 & G4 Discuss Digital and Social Media Tools to Help Attract Manufacturing Talent and Customers
Summary
HFW Industries is a fourth-generation family business that manufactures and reconditions industrial equipment. They specialize in surface treatment enhancements for industries such as chemical processing and energy.
The company has embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy. They use these platforms to showcase their work, engage with customers, and attract potential employees.
The management team, including second, third and fourth generations, discusses strategy and makes decisions together. They prioritize quality over quantity in their social media posts and aim to create a positive brand image.
In this conversation, Jack and his father discuss:
the importance of creating an attractive work environment
the changing demands of the workforce
the challenges they face in finding and retaining skilled employees.
They also share their experiences with social media and how it has helped them connect with other businesses and potential customers. They emphasize the value of in-person interactions and the need for companies to adapt to new technologies and marketing strategies.
Finally, they share how content has helped them build trust with customers and the role of content and social media in showcasing their expertise and solutions.
Takeaways
Family businesses in the industrial manufacturing sector face unique challenges when it comes to ownership transitions and adapting to changing business norms.
HFW, Incorporated has successfully embraced social media, particularly LinkedIn and Instagram, as part of their marketing strategy to showcase their work, engage with customers, and attract potential employees.
The company prioritizes quality over quantity in their social media posts and aims to create a positive brand image.
The management team, including both the second and fourth generations, discusses strategy and makes decisions together, emphasizing the importance of collaboration and a shared vision. Creating an attractive work environment is important for attracting and retaining skilled employees.
The demands of the workforce have changed, and companies need to earn the respect and trust of their employees.
Sales is a crucial aspect of the business and requires a deliberate and focused approach.
Social media can be a powerful tool for connecting with other businesses and potential customers.
In-person interactions are still valuable and can help build trust with customers.
Companies need to adapt to new technologies and marketing strategies to stay competitive.
Building trust with customers is essential, and content and social media can help showcase expertise and solutions.
Takeaway Quote from Matt & Jack Watson
"Arc thrives on problems and invites companies to bring their problems to challenge them."
Check out HFW Industries' website
LinkedIn: Matt Watson , Jack Watson, and Ed Marsh
Twitter: HFW Industries and Ed Marsh
Instagram: HFW Industries and Ed Marsh
YouTube: @HFWIndustries and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Overview 02:01 HFW Industries: Manufacturing and Reconditioning Industrial Equipment 08:26 Transitioning from Printing to Chemical Processing and Power Generation 13:27 Harnessing the Power of LinkedIn in the Manufacturing Industry 20:13 Engaging with Followers and Building Connections on Social Media 25:59 Emphasizing Quality and Cleanliness in Operations 31:42 Collaborative Strategy and Decision-Making at HFW Industries 35:32 Creating an Attractive Work Environment 38:30 The Importance of Sales 41:47 Balancing Work and Family 48:03 Using Social Media to Connect with Customers 52:16 Content Creation and Scheduling 55:03 The Challenges of Sales 58:24 The Value of In-Person Interactions 01:06:28 Getting Started with Content and Social Media 01:09:20 Targeting Specific Industries
 
Wondering how industrial marketing strategy, tactics and sales fit together? Check out my Overall Revenue Effectiveness Framework - free diagnostic download
 
#SocialMedia #MachineShopLife #ManufacturingHiring #industrialmarketing #Instagram #LinkedIn #DigitalMarketing #HFWIndustries #MachineShop

Episode 32 - Jared Dillian on the Discipline of Authentic Content Creation and Building a Writing Habit

Episode 32 - Jared Dillian on the Discipline of Authentic Content Creation and Building a Writing Habit
Summary
In this episode, Ed Marsh interviews Jared Dillian, a multifaceted content creator and financial expert.
They discuss Jared's extensive background, including his work as a trader, author, and educator. The conversation delves into the importance of accountability, the art of content creation, and the role of authenticity in writing. Jared shares insights on mental health in the finance world, the challenges of risk aversion in business, and the significance of daily writing discipline. He also offers advice for aspiring content creators and reflects on the value veterans bring to the business landscape.
Jared's insights are important for B2B executives who struggle with creating content. Jared is a Coast Guard Veteran and an ETF trader from Lehmen Brothers - he's not an English or Journalism major. But he has built an incredible creative content creation muscle across music and multiple genres of writing.
In fact Jared notes that he is the first person to to publish across his first five books:
memoir
novel
essay collection
trade non-fiction
short story collection
In our conversation, he covers mental health, nicotine and creativity, the value of veterans in business, how to build a consistent writing habit, and more.
Takeaways
Jared Dillian has a diverse background in finance and writing.
Daily content creation requires discipline and a structured routine.
Authenticity in writing fosters a deeper connection with readers.
Mental health awareness is crucial in high-pressure industries like finance.
Boredom can lead to complacency and missed opportunities.
Taking risks is essential for standing out in a crowded market.
The 'Awesome Portfolio' concept emphasizes diversification in investments.
Self-publishing allows for creative freedom and expression.
Writing serves as a therapeutic outlet for stress management.
Veterans bring valuable skills and accountability to the business world.
Takeaway Quotes from Jared Dillian
"I'm a newspaper man. I have a daily deadline."
"Boredom is one of the worst things in the world."
"You are not in charge of what other people think of you."
Check out Jared's website
Daily Dirtnap
Jared's Progressive House Mixes
Jared on Amazon
LinkedIn: Jared Dillian and Ed Marsh
Twitter: Jared Dillian and Ed Marsh
Instagram: Ed Marsh
YouTube: @TheJaredDillianShow and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Jared Dillian 02:53 Jared's Daily Routine and Workload 06:49 Understanding Armington Capital 09:00 Accountability and Personal Development 12:03 The Art of Content Creation 15:29 Authenticity in Writing 18:51 The Role of Nicotine in Creativity 20:04 Impact of Financial Writing 22:14 Challenging Financial Wisdom 25:25 Mental Health in Finance 27:41 Finding Happiness and Contentment 30:48 Managing Boredom in Business 33:28 Risk Aversion in Business 36:57 The Importance of Taking Risks 39:01 Navigating Content Creation Challenges 42:47 Understanding Market Sentiment 45:39 Filtering Meaningful Data 48:16 The Discipline of Daily Writing 51:01 Balancing Stress and Creativity 53:20 Exploring Short Story Writing 54:50 The Awesome Portfolio Concept 57:35 Self-Publishing and Creative Literature 01:00:28 Future Economic Predictions 01:03:30 The Value of Veterans in Business 01:05:27 Persistence vs. Sunk Costs 01:07:59 Advice for Aspiring Content Creators
 
Learn more about content creation for industrial manufacturers here and here.
 
www.EdMarshConsulting.com
 
#JaredDillian #ContentCreation #FinancialWriting #MentalHealth, #Accountability #RiskManagement #PersonalFinance #Creativity #VeteransInBusiness #EconomicPredictions #ContentMarketing #DailyWritingHabit #HowToStartWriting #writersblock #DigitalMarketing #InboundMarketing #Blogging  #MentalHealth #StressManagement

Episode 31 - Al Rosenbaum on Messaging, Sales Playbooks and Unique Value Propositions

Episode 31 - Al Rosenbaum on Messaging, Sales Playbooks, and Unique Value Propositions
Summary
Ed Marsh and Al Rosenbaum discuss the changing landscape of sales training and the challenges faced by sales professionals today. Topics include the importance of understanding the buyer's perspective, focusing on value proposition, and tying the product to business outcomes. They also touch on the increasing difficulty of sales, the impact of the internet and technology, and the need for effective sales training.
Al highlights the importance of salespeople having the right belief systems and the role of sales training in improving sales effectiveness.
The conversation takes a deep dive into sales training and why it's so often overlooked in today's market. Insights include:
many CEOs expecting salespeople to already know how to sell
sales is a discipline that requires constant learning and improvement
the customer's environment has become more complex, requiring salespeople to be experts not only in their product but also in how it impacts other technologies and processes
training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development, each serving a different purpose
frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team
sales methodologies should be tailored to the specific role and industry, as not all salespeople are suited for every type of sale
sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.
Al shares his thoughts on the BDR model, suggesting that when done right, it can be effective in generating leads and freeing up sales reps to focus on closing deals. But it requires nurturing and supporting BDRs. Al emphasises the role of messaging in sales, the cost of ineffective conversations, the need for a clear value proposition and the importance of understanding the customer's perspective.
He also shares thoughts on finding a sales trainer, developing effective work patterns, and creating an environment for sales success.
Takeaways
Sales training has evolved significantly over the years, and many companies are struggling to adapt to the changing landscape.
Understanding the buyer's perspective and focusing on the value proposition are crucial in today's sales environment.
Salespeople need to tie their product to business outcomes and address the specific needs of the CEO or decision-maker.
The internet and technology have made sales more challenging, with increased competition and a wider range of options for buyers.
Effective sales training is essential for improving sales effectiveness and helping salespeople overcome obstacles and achieve success. Sales is a discipline that requires constant learning and improvement.
The customer's environment has become more complex, requiring salespeople to be experts in their product and its impact on other technologies and processes.
Training, coaching, role-playing, motivating, and mentoring are all important aspects of sales development.
The frontline sales leader is the most critical role in a sales organization, responsible for training, coaching, and developing the sales team.
Sales methodologies should be tailored to the specific role and industry.
Sales professionals must prioritize their health and well-being to perform at their best, and exercise and preparation are key components of managing stress and staying focused.
The BDR model, when done right, can be effective in generating leads and freeing up sales reps to focus on closing deals. BDRs require more nurturing and encouragement due to the nature of their role
A clear value proposition and effective messaging are crucial in sales
Understanding the customer's perspective is key to successful conversations
When looking for a sales trainer, find someone who can tailor their approach to your specific product and market
Top performers prioritize prospecting and schedule dedicated time for it
Creating an environment for sales success requires an undeniable value proposition and constant reflection and adaptation
Takeaway Quotes from Al Rosenbaum
"The sales team really needs to know how to have the right conversation around their value proposition"
"You sound like a marketer who's trapped in a salesperson's body"
"Sales is a discipline like every other discipline."
"The customer's environment is so much more complex."
"Training, coaching, role-playing, motivating, and mentoring are all separate but connected."
LinkedIn: Al Rosenbaum and Ed Marsh
Twitter:  Ed Marsh
Instagram:  Ed Marsh
YouTube:  @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Setting the Context
02:58 The Changing Landscape of Sales Training
11:16 Understanding the Buyer's Perspective and Value Proposition
18:14 The Increasing Difficulty of Sales in the Digital Age
23:48 The Role of Belief Systems in Sales Effectiveness
28:37 The Importance of Effective Sales Training
31:15 Adapting to the Complex Customer Environment
36:18 The Critical Role of the Frontline Sales Leader
39:12 Tailoring Sales Methodologies to the Role and Industry
45:05 Prioritizing Health and Well-being for Sales Success
52:31 The Effectiveness of the BDR Model in Lead Generation
54:23 Nurturing and Supporting BDRs
57:05 The Cost of Ineffective Conversations
01:04:27 Developing Effective Work Patterns
01:09:04 Creating an Environment for Sales Success
 
Wondering about the difference between sales process, sales methodology, sales playbooks and other terms? Check out this video. 
 
#SalesMessaging #ValueProposition #UniqueSellingPoint #SalesTraining #SalesCoaching #Prospecting #ComplexSales #B2BSales #SalesManagement #SalesCoaching

Episode 30 - Amy Franko on Building an Effective Sales Strategy

Episode 30 - Amy Franko on Turning Sales Strategy Into Profit, Women in Sales, Board Governance over Sales and more
Summary
In this conversation, Ed Marsh interviews Amy Franko, a sales strategist and author, about sales strategy and the role of sales in organizations.
They discuss topics such as leadership, accountability, sales training, and the importance of sales in corporate strategy. Amy emphasizes the need for sales talent on boards and the importance of continuous recruiting.
She also shares insights on:
challenges and opportunities in selling technology and industrial products
sales strategy and its impact on business growth
the importance of board governance
need for a board skills matrix and continuous recruiting to ensure the board has the right talent.
Amy also shares her approach to building a strong board, including setting a vision, investing time and resources strategically, and introducing more strategic talent. She highlights the value of including junior people on the board as a talent incubator and implementing a board buddy system for onboarding new members.
Amy also touches on her support for women in business and sales, the importance of sales and marketing integration, and the role of sales ops and sales enablement in optimizing sales teams.
Takeaways
Sales strategy is a critical component of corporate strategy and involves defining growth markets, target industries, and ideal clients.
Boards should have members with contemporary sales insights to ask probing questions and provide oversight on sales strategy and execution.
Continuous recruiting is important to find and nurture top sales talent, and companies should have efficient recruiting processes in place.
Selling technology and industrial products have their own unique challenges, such as talent acquisition, complex sales, and balancing transactional and custom sales.
Sales talent is crucial for long-term success, and companies should invest in talent development and create structures to support sales professionals.
Understanding the lifetime value of a customer is essential for effective sales strategy and decision-making.
Sales leaders should be involved in board-level discussions to provide insights on market opportunities, risks, and the impact of sales on business growth. Implement a board skills matrix and continuous recruiting to ensure the board has the right talent
Set a vision for the board and invest time and resources strategically
Include junior people on the board as a talent incubator
Implement a board buddy system for onboarding new members
Support women in business and sales
Integrate sales and marketing strategies
Consider the role of sales ops and sales enablement in optimizing sales teams
Takeaway Quote from Amy Franko
"Sales strategy contains the categories for growth, target industries, and clients."
Check out Amy's website
LinkedIn: Amy Franko and Ed Marsh
Twitter: Amy Franko and Ed Marsh
Instagram: Amy Franko and Ed Marsh
YouTube: @AmyFranko and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Background 03:21 The Role of Sales Strategy in Corporate Growth 05:50 The Importance of Sales Talent on Boards 19:42 Continuous Recruiting for Top Sales Talent 23:06 Challenges and Opportunities in Selling Technology 31:23 Navigating Complex Sales in Industrial Markets 39:43 Discovering the Board Governance Function 42:59 Building a Strong Board 48:27 Supporting Women in Business and Sales 51:25 Balancing Work and Wellness 55:30 Integrating Sales and Marketing Strategies 59:07 The Role of Sales Ops 01:04:47 Exploring the BDR Model 01:08:13 Understanding Financials in Sales 01:10:18 The Future of Sales Optimization
 
Wondering how board governance, sales strategy, sales training and other pieces all fit together in an integrated and engineered system for revenue growth? Check out this free downloadable diagnostic to identify opportunities using the Overall Revenue Effectiveness™ Framework.
 
#SalesStrategy #StrategicSales #StrategicSelling #SalesTraining #SalesManagement #SalesCoaching #SalesGrowth #WomenInSales #SalesOnBoards #independentdirectors #boardstrategy #boardofdirectors #boarddiversity #GirlScouts #Governance #BoardGovernance #boardoversight

Episode 29 - Dan Allford & Johnny Tyler on Industrial Video Marketing and LinkedIn

Episode 29 - Industrial Marketing Strategy Texas Style! ARC Specialties Dann Allford and Johnny Tyler discuss how to STOP Wasting Time on Industrial Marketing Strategies That Fail
Summary
Just Get it Done!
TEXAS Sized industrial marketing built on engaging video content on YouTube and LinkedIn.
Dan & Johnny emphasize the importance of authenticity and passion in their videos, and they believe that reaching the right audience is more important than the number of views.
The duo also discuss:
the value of experimentation and the willingness to make mistakes in their content creation
blending technical information and human interest stories with opinion
the power of partnerships and giving credit where it's due
value of LinkedIn and video content to build awareness and trust with their audience
the power of informative and engaging videos that showcase their expertise in industrial automation
how knowledge sharing attracts both vendors and end users, creating a strong network of potential customers.
Dan discusses how their sales team is persistent and patient, willing to invest time in potential opportunities even if they are not immediately qualified. Johnny Tyler, translates Dan's ideas with editing and producing videos, ensuring they are cohesive and visually appealing.
The pair find that building awareness and trust is better than direct lead generation. Dan speaks at industry events to establish thought leadership. Both agree on the importance of consistency in content creation and encourage companies to just start creating content and not wait for a perfect process.
Takeaways
Creating engaging video content on YouTube and LinkedIn is an effective way to reach and connect with potential customers.
Authenticity and passion are key in creating successful video content.
Experimentation and the willingness to make mistakes are important in content creation.
Covering a wide range of topics, including technical information, human interest stories, and opinions, can help build thought leadership and engage a diverse audience.
Partnerships, LinkedIn and video content help build awareness and trust with their audience
They focus on creating informative and engaging videos that showcase their expertise in industrial automation
They have a strong partnership with their vendors, who help spread their message to the end users
They emphasize the importance of perseverance and intuition in sales
They have a strong presence at trade shows and speak at industry events to establish thought leadership
They believe in giving back to the industry and are open to sharing their knowledge and expertise
Takeaway Quote from Dan Allford
"Arc thrives on problems and invites companies to bring their problems to challenge them."
Takeaway Quote from Johnny Tyler
"Start making digital content. We are thought leaders in this industry."
Check out ARC Specialties' website
LinkedIn: Dan Allford , Johnny Tyler, and Ed Marsh
Twitter: ARC Specialties and Ed Marsh
Instagram: ARC Specialties and Ed Marsh
YouTube: @ARCSpecialties and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Arc Specialties and their Approach to Marketing 03:03 Engaging Industrial Marketing: The Power of Video Content 06:32 Authenticity and Passion: Keys to Successful Video Marketing 09:32 Experimentation and Mistakes: The Path to Effective Content Creation 18:32 Building Relationships and Expanding Reach through Partnerships 38:58 Building Awareness and Trust with LinkedIn and Video Content 40:06 Perseverance and Intuition in Sales 42:19 The Power of Partnerships in Spreading the Message 46:20 Recognizing Longevity and Employee Appreciation 48:34 The Impact of Trade Shows and Booth Design 51:31 The Time Commitment for Video Production 52:46 The Benefits of Speaking at Events 54:06 The Importance of Consistency in Content Creation 55:28 Giving Back to the Industry and Sharing Knowledge
 
Wondering how industrial marketing strategy, tactics and sales fit together? Check out my Overall Revenue Effectiveness Framework - free diagnostic download
 
#IndustrialMarketingStrategy #IndustrialMarketing #ManufacturingMarketing #MarketingForManufacturers #TradeShowSales #TradeShowMarketing #VideoMarketing #YouTubeMarketing #Welding #DanAllford #Robots #Cobots #authenticity #InboundMarketing #DemandGeneration #LeadGeneration

Episode 28 - Vaughn Mordecai on Sales Channel Ecosystems and PRM Software

Episode 28 - Vaughn Mordecai on Building Powerful Indirect Sales Channel, Navigating Partner Ecosystems, and the Potential of PRM Software
Summary
In this episode, Ed Marsh and Vaughn Mordecai discuss the evolution of channel partnerships in the industrial space. They explore the concept of an ecosystem and how businesses are moving towards many-to-many relationships. They also touch on the differences between tech and industrial spaces, the challenges of channel conflict, and the importance of aligning the interests of vendors, channel partners, and customers.
They discuss:
the potential for channel partners in the industrial space to foster an ecosystem and the role of marketplaces in streamlining the buying process
the need for a strong business proposition
the importance of identifying an ideal partner profile
importance of identifying the characteristics of successful partners and using that information to create an ideal partner profile (IPP)
Mordecai explains how AI can be used to analyze partner data and uncover the core characteristics that lead to success. Vaughn also provides an overview of partner relationship management (PRM) software and its key modules, such as onboarding, training, content management, and partner marketing automation. He emphasizes the need for continuous engagement with partners and the role of AI in driving the future of partnerships.
Takeaways
The concept of an ecosystem is emerging in the industrial space, with businesses moving towards many-to-many relationships.
Channel conflict can arise within companies and between channel partners, but it can be managed through strategies like deal registration.
In the industrial space, there is a need to align the interests of vendors, channel partners, and customers to create a successful channel partnership.
Marketplaces can play a significant role in streamlining the buying process and enabling partners to offer best-in-class solutions.
Having a strong business proposition and identifying an ideal partner profile are crucial for building successful channel partnerships. Identify the characteristics of successful partners to create an ideal partner profile (IPP)
Use AI to analyze partner data and uncover the core characteristics that lead to success
Partner relationship management (PRM) software includes modules for onboarding, training, content management, and partner marketing automation
Continuous engagement with partners is crucial for success
Takeaway Quotes from Vaughn Mordecai
"Businesses are moving towards many-to-many relationships that look like an actual ecosystem."
"The consumer is in charge of what they're actually looking for. The partner becomes the one that has to deal with all of this stuff."
"PRM software includes onboarding, training, content management, and partner marketing automation"
Check out Vaughn's website
LinkedIn: Vaughn Mordecai and Ed Marsh
Twitter: Vaughn Mordecai and Ed Marsh
Instagram: Vaughn Mordecai and Ed Marsh
YouTube: @Mindmatrixnet and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Overview 02:31 The Emergence of Ecosystems in the Industrial Space 04:38 The Shift in Power and the Role of Partners 19:41 The Importance of Supporting Partners and Services 25:46 The Role of Marketplaces in the Buying Process 30:56 Aligning Interests and Overcoming Channel Conflict 39:53 Creating Successful Channel Partnerships 42:32 The Role of AI in Partner Analysis 48:02 The Importance of Continuous Engagement with Partners 58:13 The Potential of Using a CDP for Partner and Customer Data 01:06:12 The Impact of AI on Partnerships
 
Learn more about building an industrial sales and capital equipment channel ecosystem.
 
#IndustrialSalesChannel #IndirectSalesChannel #PartnerEcosystem #PRM #ChannelSales #SalesChannel #PartnerRelationshipManagement #PRMSoftware #Mindmatrix #IPP #IdealPartner #IdealPartnerProfile #IndustrialSales #IndustrialSalesChannel

Episode 27 Alyssa Gelbard on Personal Branding, Executive Presence, and LinkedIn

Alyssa Gelbard on the Power of Personal Branding, Executive Presence and LinkedIn - Industrial Growth Institute Podcast Episode # 27 with Ed Marsh
Summary
Alyssa Gelbard, founder and CEO of Point Road Group, discusses the importance of personal branding and executive presence in driving credibility and trust.
Gelbard highlights the need for companies to focus on employee branding and ensure that all employees, from interns to CEOs, have a strong personal brand.
She shares the results of proprietary research conducted by her firm, which found that LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting. She emphasizes:
need for consistency in personal branding
importance of staying current with platform changes
value of attending in-person events
Ed and Alyssa also discuss boards of directors including:
the significance of personal branding in the board directorship space
need for board members to have a professional presence on LinkedIn
importance of telling your story and communicating your value as a board member
how a strong presence on LinkedIn can help attract and retain talent, enhance company culture, and differentiate a business in a competitive market
building trust and credibility is crucial in executive branding, and video content can foster that trust more effectively than written content alone.
Takeaways
Personal branding is essential for individuals to establish credibility and trust in the business world.
Executive presence encompasses various aspects, including communication skills, appearance, and behavior in meetings and networking events.
Employee branding is crucial for companies to create a positive perception of their brand and attract top talent.
LinkedIn profiles have a significant impact on business functions such as marketing, sales, and recruiting.
Consistency in personal branding is key to creating a recognizable and trustworthy brand.
Board members should have a professional presence on LinkedIn and communicate their board affiliations to enhance their personal and company brands.
Telling your story and communicating your value as a board member is important for attracting board opportunities.
Boards should understand the value of LinkedIn and consider the benefits of board members being active on the platform. LinkedIn is a powerful tool for executives and businesses to build their brand and engage with their network.
A strong LinkedIn presence can attract and retain talent, enhance company culture, and differentiate a business in a competitive market.
Video content, such as podcasts and YouTube videos, allows for passive consumption of information and builds trust and credibility.
Takeaway Quotes from Alyssa Gelbard
"Personal branding is not just something online. It's who you are when you are sitting in a meeting with your team."
"88% of people said they were more likely to trust the company and their marketing messaging from a company when they had an executive who had a detailed LinkedIn profile."
"LinkedIn is where people look before any kind of meeting. So as an executive team, it's your responsibility to represent yourself well and the company well."
"To be an effective leader, there has to be vulnerability and authenticity, and you have to be willing to open up a little bit personally in order to share that."
Check out Alyssa's website
LinkedIn: Alyssa Gelbard and Ed Marsh
Twitter: Ed Marsh
Instagram: Ed Marsh
YouTube: @PointRoadGroup and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction and Background of Alyssa Gelbard 02:49 The Importance of Personal Branding and Executive Presence 13:44 The Impact of LinkedIn Profiles on Marketing, Sales, and Recruiting 21:19 The Blurring Line Between Personal and Professional on Social Media 26:10 Maintaining a Professional Image on LinkedIn 27:37 The Importance of Consistency in Personal Branding 29:11 Vulnerability and Authenticity in Leadership 31:24 Networking with a Purpose 36:32 The Significance of Personal Branding in Board Directorship 42:23 Telling Your Story as a Board Member 48:31 Understanding the Value of LinkedIn for Boards 52:41 The Power of LinkedIn for Executive Branding and Business Growth 54:38 Building Trust and Differentiating Your Business on LinkedIn 01:00:23 The Rise of Video Content in Executive Branding 01:05:43 Choosing the Right Social Media Platforms for Your Brand
 
Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth
#LinkedIn #ExecutiveBranding #ExecutivePresence #PersonalBranding

Episode 26 - Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research

Douglas Burdett on Marketing and Sales Books and the Importance of Buyer Research in Marketing for Manufacturers - Industrial Growth Institute Podcast Episode # 26 with Ed Marsh
Summary
Douglas Burdett, host of the Marketing Book podcast, shares insights on cutting through opinions and finding the right path to predictable revenue growth.
He emphasizes the importance of understanding customers and solving their problems, rather than focusing solely on advertising.
Burdett recommends books like 'Bullseye Marketing', 'Lean Marketing' by Alan Dib, 'Smart Marketing for Engineers' by Rebecca Geier, 'Content Marketing Engineered' by Wendy Covey, 'They Ask You Answer' by Marcus Sheridan, 'Humanizing B2B' by Paul Cash, and 'Buyer Personas' by Adele Revella as essential reads for B2B industrial business owners.
In this conversation, Douglas discusses the power of understanding your customer and the importance of sales and marketing alignment. He explores:
the value of creating buyer personas through qualitative research and customer interviews
his preference for reading hardcover books and the process he uses to take notes
insights on the use of AI in marketing and cautions against outsourcing the entire marketing function
focusing on practical resources such as podcasts, YouTube channels, and blogs
the importance of innovation and marketing in business.
Takeaways
Cut through opinions and focus on understanding customers and solving their problems.
Avoid starting with product features and instead focus on understanding customer stresses and friction.
Understanding your customer is crucial for effective marketing.
Sales and marketing alignment is essential for business success.
Creating buyer personas through qualitative research and customer interviews can provide valuable insights.
AI can be a powerful tool in marketing, but it should be used strategically and with clear direction.
Focus on practical resources such as podcasts, YouTube channels, and blogs for ongoing learning and professional development.
Innovation and marketing are key drivers of business growth and profitability.
Takeaway Quotes from Douglas Burdett
"Marketing is primarily about understanding your customers and how you run your company."
"Help customers overcome the fear of making a decision and guide them through the buying journey."
"The closest thing to [the secret sauce] is understanding your customer."
"Most people would prefer to have a salesperson free experience."
Check out Douglas' website
LinkedIn: Douglas Burdett and Ed Marsh
Twitter: Douglas Burdett and Ed Marsh
Instagram: Ed Marsh
YouTube: @ARTILLERYLLC and @EdMarsh
Show Transcript 
Chapters
00:00 Introduction to Douglas Burdett and the Marketing Book Podcast 07:35The Difference Between Advertising and Marketing 15:09 The Biggest Misconception About Marketing for Mid-Sized Businesses 19:27 The Importance of Sales and Marketing Alignment 27:01 Douglas Burdett's Journey into Podcasting 32:05 Essential Books for B2B Industrial Business Owners 43:13 Understanding Your Customer 48:31 Reading Hardcover Books and Taking Notes 51:38 Dissonance between Audio Format and Reading Hardcover Books 56:37 The Value of Interviews and Recommendations 58:30 Practical Topics and Listeners' Preferences 01:03:57 The Importance of Sales and Marketing Alignment 01:09:25 Listening to Podcasts at Normal Speed 01:14:27 AI in Marketing and Practical Use Cases 01:19:03 The Hype and Reality of AI
 
Manufacturers should consider the Overall Revenue Effectiveness™ Framework for strategic growth
More on The JOLT Effect here
#MarketingBookPodcast #DouglasBurdett #ManufacturingMarketing #IndustrialMarketing #MarketingForManufacturers #SalesAndMarketingAlignment #BuyerPersona #AdeleRevella  @BuyerpersonaInstitute  #JoltEffect #IndustrialSales #PredictableRevenue