228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX

Manufacturers up and down the country are doing great work and naturally, you want the world to know about it – especially your potential customers. So we turn the spotlight on marketing in this episode to take a look at the folks who get the name out there for manufacturing companies big and small. Recorded live from the 2025 Industrial Marketing Summit in Austin, TX, we sat down with…Rachel Cossette, Marketing Manager at Rogers Machinery Company Jenni Gritti, Senior Marketing Communications Consultant at Caterpillar IncJim Hessin, Regional Sales Manager at CADENAS PARTsolutions Greg Knox, CEO of Knox Manufacturing Solutions Steve Lamensdorf, SVP of CX at IcreonKerry Nedic, Strategic Marketing Leader (Masoneilan & Consolidated Valves) at Baker HughesRich Ward, Director of Marketing at AcroMatRachel, Greg and Rich chat in part one about how to make marketing magic with a small team, with lots of actionable advice on sales-marketing alignment and revising strategies.Jenni and Kerry give us the enterprise-level view of marketing with a conversation about balancing company policy with creativity, video and social media content, and getting leadership involved.Finally, in part three, we talk to Steve and Jim about the technology we can use to power marketing and why sometimes we need to rip up the playbook and start new things from scratch.All have slightly different experiences and insights to share from different areas of marketing, so no matter what type of manufacturing organization you’re in, there’s something in here for everyone. In this episode, find out:How Rich helped to build the marketing strategy for AcroMat from the ground upHow marketing can encourage salespeople to become amplifiers for the company and create content online What not to do as a B2B marketer and why good marketing is all about show, don’t tellHow sales and marketing have become more aligned today and when marketing became a focus for GregHow to be effective with a small marketing team by focusing on priorities and boundaries Why regular communication is the most important way marketing and sales can work together How to get buy-in from leadership and why marketing can feel like a relay race Why you need to be a subject matter expert, not just a marketer, to earn respect both externally with customers and internally How marketers can make things happen in a large enterprise How to balance company guidelines with creativity in your content The tools and methods that enterprise marketers need to take more advantage ofWhy authentic video content is far more effective than clean and polished content The challenge of getting leadership willing to create content and share their stories Advice for marketers in manufacturing to cultivate stories and new ideas How new technology is empowering today's marketersMarketing technology that’s underrated and the challenges of adopting new tech in a disorganized systemTips for manufacturers to get over the hurdle of adopting new technology Why staying the same is the worst thing you can do in marketing Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!Tweetable Quotes:“If you continue to do what you've always done, you'll always get what you always got.” – Jim Hessin“I found a lot of success in giving guys an iPhone, giving them some guardrails, and saying, 'go!' And that is the stuff that people really resonate with. It's incredibly authentic. These people are the experts. They