# Leveraging Ecommerce for Manufacturing’s Digital Immigrants w/ Curt Anderson

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-10-05
- Length: 38m
- Episode: 69
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-9a9c64e2-e370-4685-88ba-af49461330f9

## Summary

Curt Anderson, Ecommerce Evangelist for Manufacturers at Ecommerce MGMT and author of 'Stop Being the Best Kept Secret', joins host Joe Sullivan of Gorilla 76 to discuss why manufacturers must adopt ecommerce strategies to survive in a digital-first landscape. Anderson outlines a three-pronged approach: simplifying RFQs, leveraging online marketplaces for commodity items, and using configurators to automate complex sales. The conversation emphasizes niche SEO strategies, such as targeting specific 'pink running shoes with purple shoelaces' keywords, and argues for transparent pricing to qualify buyers and reduce sales friction. They highlight how manufacturers can use ecommerce not just for direct sales, but as a lead generation tool to drive high-value custom contracts.

## Chapters

- [0:50](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson#t=50) Introduction: Kurt Anderson and Ecommerce MGMT
- [4:02](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson#t=242) The 'Best Kept Secret' Problem and 4-Tier Strategy
- [13:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson#t=780) The 3-Pronged Ecommerce Approach: RFQs, Marketplaces, Configurators
- [23:10](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson#t=1390) Niche SEO Strategies for Digital Immigrants
- [29:17](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-10-05-leveraging-ecommerce-for-manufacturings-digital-immigrants-w-curt-anderson#t=1757) The Case for Transparent Pricing on Manufacturer Websites

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Gorilla 76 (company)
- Ecommerce MGMT (company)
- btobtail.com (other)
- Stop Being the Best Kept Secret (other)
- Amazon (other)
- LinkedIn (other)
- Gen Alpha (company)
- Noah Oakenberg (other)
- Tom Paul (other)
- Chris Harrington (other)
- Brian Beck (other)
- Cardinal Health (company)

## Related episodes from other shows

- [Why Manufacturers Need to “Stop Being the Best Kept Secret” with Curt Anderson](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-12-15-why-manufacturers-need-to-stop-being-the-best-kept-secret-with-curt-anderson) (Manufacturing Happy Hour)
- [187: eCommerce Strategies for Manufacturers and Distributors with Znode's Tom Flierl](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-05-28-187-ecommerce-strategies-for-manufacturers-and-distributors-with-znodes-tom-flie) (Manufacturing Happy Hour)
- [078: Selling Products Direct to End-Users via Shopify](https://hardwarepodcasts.com/podcast/product-startup/2021-06-02-078-selling-products-direct-to-end-users-via-shopify) (Product Startup)
- [022: Ecommerce Strategy & Customer Persuasion, Chloë Thomas of eCommerce MasterPlan](https://hardwarepodcasts.com/podcast/product-startup/2016-10-11-022-ecommerce-strategy-customer-persuasion-chloe-thomas-of-ecommerce-masterplan) (Product Startup)
- [187: e-Commerce Strategies for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-08-03-187-e-commerce-strategies-for-new-hardware-products) (Product Startup)

## Citing this page

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