# How to Drive Real Business Results through Digital Marketing with RōBEX’s Craig Francisco

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2021-02-16
- Length: 34m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f
- Listen: http://manufacturinghappyhour.com

## Summary

Craig Francisco, President of RōBEX, an industrial automation company based in Perrysburg, Ohio, explains how his company drives business results through targeted digital marketing and social media strategies. He details the process of creating customer avatars, executing a relentless LinkedIn campaign focused on value rather than frequency, and using analytics to refine their target audience of engineers and executives. Francisco emphasizes the importance of measuring results and staying relevant online to overcome labor shortages in industries like food, glass, and tissue.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=0) Introduction: Craig Francisco and RōBEX Overview
- [5:04](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=304) RōBEX's Mission: Automating Through Labor Shortages
- [10:05](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=605) Career Lessons: Stephen Covey and Early Mentors
- [14:49](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=889) Building the Brand: Customer Avatars and LinkedIn Strategy
- [19:21](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=1161) Content Strategy: Value, Mistakes, and Analytics
- [26:18](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f#t=1578) Defining Personas and Measuring Marketing ROI

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- RōBEX (company)
- Stephen Covey (other)
- Gary Vaynerchuk (other)
- Steamchain (company)

## Related episodes from other shows

- [A Conversation with the Manufacturing Millennial w/ Jacob Hall](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-11-03-a-conversation-with-the-manufacturing-millennial-w-jacob-hall) (The Manufacturing Executive)
- [How to Create Video Marketing that Drives Results in the Industrial Sector w/ Danny Gonzales](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-21-how-to-create-video-marketing-that-drives-results-in-the-industrial-sector-w-dan) (The Manufacturing Executive)
- [Thinking like a Marketer: Reframing the Sales Mindset w/ Chris Luecke](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-02-23-thinking-like-a-marketer-reframing-the-sales-mindset-w-chris-luecke) (The Manufacturing Executive)
- [229 - Craig Letton from MRM Global talks beverage packaging and marketing](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-11-28-229-craig-letton-from-mrm-global-talks-beverage-packaging-and-marketing) (People of Packaging)
- [Ep. 37 - Keeping Sales Up](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-02-07-ep-37-keeping-sales-up) (Open Hardware Manufacturing Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-16-how-to-drive-real-business-results-through-digital-marketing-with-robexs-craig-f. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Manufacturing Happy Hour.