Industrial01: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing Part 1, Kelly Olson

Are you struggling to break into the competitive world of industrial product marketing? Join us as we dive into the secrets of success with Kelly Olson from The Mx Group.

Discover how they transformed a packaging company's brand, navigated the challenges of recruitment in a tight labor market, and even built e-commerce platforms for their clients.

Get ready to learn actionable strategies for brand development, targeted marketing, and customer engagement in the industrial supply sector.

Tune in to this insightful episode to unlock the power of industrial product marketing and propel your brand to new heights. Don't miss it!

Want more niche marketing insights on the Industrial Supply Marketing vertical?

This episode is Part 1 in a multi-part series on Industrial Supply Marketing. To continue learning on this niche, visit:

• Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds
• Part 3: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing with Thad Kahlow
• Part 4: coming soon
• Part 5: coming soon

Episode Insights and Key Takeaways: 

1. Importance of Branding: The podcast highlights that branding in the industrial supply space is crucial. It's not just about visual identity but also about defining how a company shows up in the world, what it stands for, and how it differentiates itself.

2. Understanding Buyer Personas: To effectively market industrial products, it's essential to understand the various buyer personas in the industry. This includes decision-makers like procurement agents, health and safety inspectors, and professionals in operations, each with distinct content needs and concerns.

3. Content Strategy: The podcast emphasizes the importance of tailoring content to different audience personas. Content creation should focus on answering their questions, addressing their concerns, and providing solutions to their specific challenges.

4. Account-Based Marketing (ABM): ABM is presented as a strategy rather than just a tool. It involves narrowing targeting to specific accounts and buyers, creating personalized content, and leveraging marketing technology to engage with these accounts effectively.

5. Recruitment Challenges: In today's tight labor market, industrial companies are using marketing to attract talent. Customized marketing campaigns can significantly increase candidate engagement and help address recruitment challenges.

6. E-commerce Platforms: The podcast showcases the growing importance of e-commerce in industrial supply. Companies are building e-commerce platforms to make the buying process more convenient, with features like inventory checks, pricing details, and order tracking.

7. Sustainability as a Selling Point: Sustainability is highlighted as a significant selling point for industrial products, particularly in reducing single-use plastic and advancing environmental goals.

8. Digital Experience: Companies are improving the digital experience for both distributors and end-users. This includes creating user-friendly e-commerce portals and tools to streamline purchasing decisions.

9. Building Stronger Distributor Relationships: By focusing on branding, tailored content, and e-commerce solutions, companies can strengthen their relationships with distributors, creating less friction in the purchasing process.

10. Segmentation and Expansion: Companies should focus on market segmentation to identify potential growth areas within specific verticals or geographic regions, leading to effective market expansion.

These insights provide valuable information for industrial product marketers looking to enhance their strategies and better understand the evolving landscape of the industrial supply industry.

Jump to Topics of Interest to You

0:00 - 00:20 Introductions and setting the stage for John and Kelly to deep dive into marketing for the industrial supply industry

00:20 - 04:55: Understanding Industrial Product Marketing - Delve into the world of industrial product marketing and discover the unique challenges it presents.

04:55 - 13:47: The Power of Branding - Learn how reimagining a brand can create opportunities and make a significant impact in the market.

13:47 - 22:11: Recruitment Strategies in a Tight Labor Market - Explore the innovative campaign that helped attract candidates in a competitive labor market.

22:11 - 28:16: E-Commerce Platforms for Distributors - Uncover the significance of building e-commerce platforms to facilitate convenience and boost distributor relationships.

28:16 - 35:27: Account-Based Marketing Strategies - Understand the importance of account-based marketing (ABM) and how it can be leveraged as a powerful strategy.

35:27 - 22:11: Personalized Content Creation - Dive into the art of crafting personalized content that resonates with target audiences.

31:39 - 32:31: Breaking into New Markets - Gain insights into strategies for penetrating new markets and expanding your business.

32:31 - 33:17: Sustainability and Environmental Impact - Explore the role of sustainability in today's industrial supply market and its potential to drive business growth.

33:17 - 37:23: Recruitment Challenges and Employer Branding - Discover how employer branding can help overcome recruitment challenges and retain top talent.

37:23 - End: The Future of Industrial Product Marketing - Wrap up with thoughts on the evolving landscape of industrial product marketing and the strategies that will shape the future.

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Tweetables:

• Unlock the power of branding in industrial supply - it's more than just a logo; it's about differentiation and value. #IndustrialMarketing

• In the world of account-based marketing (ABM), it's about targeting accounts strategically, not just a digital tool. #ABM #MarketingStrategy

• E-commerce is transforming industrial supply by making the buying process more convenient and less frictional for distributors and end users. #Ecommerce #IndustrialSupply

• Building strong relationships with distributor partners is essential for growth in the industrial supply space. #B2BRelationships #IndustrialGrowth

• Recruitment and retention are becoming key challenges in industrial sectors, and marketing can play a pivotal role in addressing them. #TalentAcquisition #RetentionStrategies

 

About Host John Bertino and TAG:

A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.

TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.

TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.

John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.

TAG Testimonials

Guest: Kelly Olson 

Kelly Olson leads The Mx Group’s strategy team, designing innovative processes and frameworks that guide clients to impactful results. For over 15 years, she has directed successful, award-winning campaigns for clients in the hospitality, automotive, medical and industrial sectors. She is accomplished in the areas of B2B brand messaging, creative strategy, demand generation, lead management and sales enablement. Kelly is a graduate of Concordia College in Moorhead, Minnesota, and holds a B.A. in business and communications.

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To access full shownotes click here: Industrial Product Marketing Part 1.