Today, dear industrial marketers, we’re talking about… G-g-g-Goooogllleee. From the changes that have been happening on the pay-per-click platform to how we’ve been modifying our own tactics, Google Ads has kept us on our toes! Joining Allen and Peyton to hash through it all, we’ve got our own Senior Performance Marketer Kevin McClary and Performance Marketer Nick Robinson.

You may have caught our episode with Katie Klaus from Broaster Company about planning your 2025 marketing budget. A lot of that conversation tied back to the importance of knowing your company goals and budgeting for the marketing activities that are most going to help you achieve those goals. Sounds a lot like making a marketing plan, right? That’s exactly why we asked Katie back on the show to talk more in depth about creating a marketing plan from a strategic perspective.

It’s the age old question: “How can sales and marketing work better together?” Particularly when it comes to sales enablement. Marketing doesn’t want to be a brochure-making factory, and sales doesn’t want to be left high and dry without the materials they need. Where’s the balance? Today, we’re joined by a special guest with a unique perspective, Luke Wittenbraker, marketing and sales director at Mactech, to talk about how to better enable your sales team.

Today, we’re tackling an issue that has surely been a source of frustration for anyone that’s run paid digital advertising - attribution. All the data available in digital channels can lead us to believe that attribution should be easy. But behavior online and the impact of paid channels is much more complex than click and convert. So how do you talk about this with leadership and show the impact of paid channels? That’s what we’re here to talk about.

Today, we’re joined by our own Katie Klaus from Broaster Company to talk about planning your 2025 marketing budget. Listen in to see how you can start your 2025 off right.

Developing your company leadership into compelling thought leaders in the industrial space? Depending on your leadership, that could be a tall order. But with the help of our guest, Brianna Langely Henderson from Bailey International, we’ll be unpacking all things media — from establishing relationships with journalists to coaching your leadership on handling tough questions.

If you want to run a revenue focused marketing program, you want to make sure your leads actually get quoted and worked by your sales team. That can’t happen if your lead hand off process is messy or confusing. In this episode, we’re joined by Gorilla 76 Strategy Director, Grace Wright, to talk about managing better website lead handoffs.

If you tuned in to last week’s episode, you’ll remember our guest, CEO of Fire and Spark, Dale Bertrand. We talked about how AI is changing the SEO game for industrial marketers. Google’s introduction of AI summaries is certainly going to have an impact in 2025 and beyond, and in this episode we’re getting tactical about how you can adapt your content playbook to make the most of AI overviews.

Today, we have AI and SEO researcher Dale Bertrand to talk to us about how to level up your SEO game in the AI age. Dale is the founder and CEO of Fire & Spark, which helps people transform their SEO content into high-ROI assets.

You may have caught Mary Keough during her recent appearance on Industrial Marketing Live. And today, she’s back on the podcast to talk more about leveling up your product pages. To help us get more tactical, we’ve also brought Allen Fennewald back on to talk more about the copy that really brings these pages to life.