The manufacturing industry is in the midst of a major shift – salespeople are being transformed into marketing professionals. Gone are the days of simply product-pitching; instead, manufacturers are turning to problem-solving as a more effective way to engage customers and drive sales. Companies now place an emphasis on ROI when it comes to marketing efforts, and with that has come to a focus on thought leadership as a means of bringing value to potential buyers. To get ahead in this new world of manufacturing marketing, it’s essential to understand the latest trends and how they can help you achieve success. In this episode, Graham Kilshaw, CEO of Lectrix, shares his insights on successful content marketing for engineers in the manufacturing industry. He emphasizes the need for a mindset shift from marketing to engineers, to marketing for engineers, to effectively reach and engage this critical audience. key takeaway: It's essential to consider the purpose of the content, whether it's for lead generation or pure thought leadership. ROI is now a priority in marketing, with a focus on the impact on sales, such as new conversations, opportunities, or pipeline growth. Salespeople are learning to be better marketers by focusing less on the product and more on the customer's problem. You can reach Graham on LinkedIn: https://www.linkedin.com/in/grahamkilshaw/ For more content like this, subscribe to Mind The Innovation on Apple or Spotify, or wherever you like to listen. You can find Sannah on LinkedIn: https://www.linkedin.com/in/sannahvinding/ or visit this Website: https://mindtheinnovation.com Thanks for listening! Sannah