# Why Influence Matters In Manufacturing

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-03-22
- Length: 29m
- Episode: 94
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-b17c8f04-1ff0-4494-899e-3c1011f67f58

## Summary

Eddie Saunders, General of Demand Generation at Flex Machine Tools, explains how manufacturing companies can leverage influencer marketing by partnering with content creators like 'Bomb It 79' and 'Petty's Welding' to reach engaged audiences. He details the 'Buddy Branding' strategy, which involves synergistic collaborations between complementary industrial brands to amplify reach and share audiences. Saunders emphasizes the importance of data-driven vetting, clear deliverables, and treating influencer partnerships as serious business investments with written agreements to mitigate risk.

## Chapters

- [0:44](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=44) Introduction: Eddie Saunders and Flex Machine Tools
- [5:36](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=336) Influencer Marketing in Manufacturing: Context and Examples
- [10:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=622) Vetting Influencers and Measuring ROI
- [15:04](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=904) The Buddy Branding System: Synergistic Collaborations
- [21:50](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=1310) Managing Risk and Deliverables in Influencer Partnerships
- [25:02](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing#t=1502) Sales to Marketing Mindset Shift and Personal Branding

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Flex Machine Tools (company)
- Bomb It 79 (other)
- Petty's Welding (other)

## Related episodes from other shows

- [Theater, MMA, and Starting a Manufacturing Web Series with Eddie Saunders Jr. Of Flex Machine Tools](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-02-15-theater-mma-and-starting-a-manufacturing-web-series-with-eddie-saunders-jr-of-fl) (Manufacturing Happy Hour)
- [Attracting the Next Generation of Manufacturing Talent with "The Manufacturing Millennial" Jake Hall](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-02-23-attracting-the-next-generation-of-manufacturing-talent-with-the-manufacturing-mi) (Manufacturing Happy Hour)
- [#245 - Growing Your Brand with Influencer Marketing with Joybyte](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-21-245-growing-your-brand-with-influencer-marketing-with-joybyte) (The Startup CPG Podcast)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [CNC, Hip Hop, and Turning Manufacturers into Heroes with Tony Gunn](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-09-07-cnc-hip-hop-and-turning-manufacturers-into-heroes-with-tony-gunn) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-03-22-why-influence-matters-in-manufacturing. 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 The Manufacturing Executive.