The Manufacturing Marketer

Brendon and Aren discuss challenges with targeting niche B2B audiences and share alternative tactics like building custom lists to overcome platform limitations. They cover the pros and cons of native targeting vs. lists and when to use each approach. Tips include leveraging internal SMEs, targeting subsets of industries, and continuous refinement.

Brendon Forrest and Aren Buresh discuss how industrial marketers can set measurable goals and track key performance indicators (KPIs) to evaluate marketing effectiveness. They explain how to establish SMART goals aligned to business objectives and select KPIs based on campaign metrics. Brendon and Aren provide examples of common goals and KPIs, and advise on frequency of measurement. They also cover approaches when goals aren't being met and tips for new marketers starting the process. Learn best practices for aligning goals and KPIs as business needs evolve through constant review and leadership alignment. This episode offers actionable guidance on a foundational marketing task. Brendon and Aren provide clarity on differences between goals and KPIs while emphasizing the importance of realistic expectations, simplicity, and regular reporting for ongoing relevance. Industrial marketers will gain insights for developing cohesive performance tracking systems tied to desired outcomes.

What you need, what you don’t, and how it’s used - refine your marketing tech stack with these foundational tools. Listen in on Peyton, Brendon, Kevin and Patrick talking about everything from integration to use cases with the IML community. You’ll learn about: What our tech stack looks like How to troubleshoot on Wordpress & with tag plugins The necessary tech stack for a small marketing team What tools our IMLers use & how they use it

Not every campaign you run will be homerun out of the gate. But we can get into them surgically and diagnose the problem. Patrick joins today to share his philosophy on zooming out and then zooming into problems. This method will help you understand if any external or messaging issues you might have while zooming in looks at technical aspects of campaigns that might be off.

Give your future customers the gift of going second with social proof marketing. In this conversation G76 Conversion Writer Allen Fennewald joins Brendon and Peyton to unravel the path to successful storytelling. We cover: > Making the most of customer interviews > How one long-form case study can become all the content you need for a social proof campaign > Common pitfalls – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live

Now that Google Analytics 4 (GA4) is actually here, how confident do you feel that you're using it effectively? In this screen-share heavy episode, we cover: What has changed from UA to GA4 Reporting views worth exploring Events and metrics that matter to leadership How to archive your data from your old UA properties – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Mary and I continue our conversation from last week on her first 122 days as Head of Marketing at a SaaS company.

In this special episode, Peyton and Brendon welcome back former IML co-host Mary Keough. Mary has been the head of marketing at Map My Customers for 122 days (at time of publication). In that time, she’s launched an entire Go-To-Market strategy in the form of positioning, content, demand generation and live events. Tune in to hear how she did it. --------- Don't miss the next Industrial Marketing Live show by registering at industrialmarketinglive.com

In this episode, we're talking about a foundational element of go-to-market strategy: the narrative. Joining us to unpack how story provides the framework to really get at what you sell and why it matters is G76 writer and novelist Grace Halverson. Simply put: Stories are memorable. And when well told well, they can help your buyer advance in their customer journey as the plot marches forward. Commit to telling the same story in every facet of your marketing, and its power is amplified. – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Brendon and Aren explore the crucial groundwork that industrial marketers must undertake before launching effective content and campaigns. They emphasize the importance of customer interviews, positioning, brand storytelling, and content planning. Brendon underscores that impactful marketing begins with customer insights and strategic thinking. Instead of hastily creating content and campaigns, investing time upfront yields long-term benefits for both businesses and customers. Aren encourages marketers to treat their foundational work as a living document, continuously updating it based on fresh customer insights and market changes. Sharing these insights across departments ensures a cohesive brand story that supports sales, customer service, and product development efforts. Both agree that customer interviews are essential in discovering genuine pain points and opportunities. They discuss how to create a positioning strategy that connects unique features to tangible value, develop a customer-centric brand story, and formulate a research-driven content plan. Ultimately, the key takeaway is that by dedicating time and effort to building a solid foundation through customer insights and strategic thinking, industrial marketers can craft marketing communications and campaigns with compelling value propositions that make a lasting impact. ---- Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.