Hardware Podcasts

Recession proofing your business with marketing

The Manufacturing Executive · 5 Jul 2022 · 41m · Episode 109

What this episode covers

John McTigue, a B2B marketing advisor and freelance writer, joins host Joe Sullivan to discuss how manufacturers can recession-proof their businesses by pivoting from a 'go-to-market' to a 'go-to-customer' strategy. McTigue argues that instead of cutting marketing budgets, companies should redeploy marketing talent to support customer success, product marketing, and channel partners to retain existing revenue. He emphasizes creating valuable content and leveraging subject matter experts to build trust and brand equity, ensuring the company remains top-of-mind when demand returns. The conversation highlights the importance of proactive brand marketing and account-based strategies to capture market share from struggling competitors during economic downturns.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Gorilla 76, Eco, Refined Labs
Also
Chris Granger, Chris Walker, Kathleen Booth

Related episodes from other shows

Other shows on the same ground, closest first.

  • Manufacturing Happy Hour · 1h 05m

    Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4

    Hosted by Ben Baker, a panel of B2B marketing experts including Alison DeFord of Felt Marketing, Ray Ziganto of Lenari International, Mark Mitchell of Wizard Strategy, Mark Roberts of OTB Solutions, and Chris Luecke of Rockwell Automation, discusses the shift from tactical to strategic marketing. The group debunks the myth that B2B marketing differs from B2C, emphasizing that human-to-human connection and storytelling drive decisions. They argue that manufacturers must move beyond trade shows and brochures to embrace digital channels, SEO, and authentic social media engagement to capture the 70% of the buying journey that occurs before sales contact. Key advice includes conducting value proposition audits, humanizing brands through employee stories, and ensuring leadership actively engages with customers to understand their evolving needs.

    Marketing & brandDirect-to-consumer & e-commerce
    8 chapters

  • Manufacturing Happy Hour · 32m

    143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal

    Emily Wilkins, founder of Marketing Metal, explains how job shops can build profitable brands by niching down to specific audiences rather than trying to appeal to everyone. She details the evolution of her company from a general agency to a specialized firm serving manufacturing clients, emphasizing the importance of identifying ideal customers through profitability and enjoyment metrics. Wilkins advises manufacturers to stop listing equipment and start selling services, while leveraging personal branding and community voices like Manufacturing Champions to build authority and generate real leads.

    Marketing & brandValidation & product-market fit
    9 chapters

  • Manufacturing Happy Hour · 1h 08m

    Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4

    Ray Zaganto moderates a panel of B2B marketing experts—Alison DeFord of Belt Marketing, Mark Roberts of OTB Solutions, Ben Baker of Your Brand Marketing, Chris Luecke of Rockwell Automation, and Mark Mitchell—to discuss how manufacturers can reduce sales risk. The group identifies key roadblocks such as inconsistent messaging, outdated value propositions, and siloed sales and marketing teams. They propose solutions including implementing closed-loop feedback processes, desiloining departments, and leveraging data to understand evolving customer behaviors. The panel emphasizes that trust is built through benevolence and consistency, urging leaders to listen to customers and empower employees to amplify authentic brand messages.

    Marketing & brandValidation & product-market fit
    6 chapters

  • Manufacturing Happy Hour · 1h 06m

    175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit

    Host Chris Luecke interviews Adam Beck of CADENAS PARTsolutions, Kerry Nedic of Baker Hughes, John Joyce of Brijr.io, Amanda Marx of HARTING Americas, and Melissa Geertz of Grey Solutions at the 2024 Industrial Marketing Summit. The group discusses the evolution of industrial marketing, emphasizing the need for meaningful content that resonates with engineers and the strategic use of AI to scale content creation for small teams. Marx and Geertz highlight the importance of segment-focused positioning, building brand reputation beyond products, and aligning sales and marketing to drive revenue in a digital-first buyer journey.

    Marketing & brandAI & machine learning
    5 chapters

  • Manufacturing Happy Hour · 51m

    B2B Marketing Lessons from a B2C Company with Corey Smale

    Corey Smale, Brand Manager for Stag Beer at Pabst Brewing Company, explains how he rebranded the 169-year-old regional beer by focusing on authentic community connections and user-generated content. He details the strategic shift from traditional advertising to leveraging local culture, distributors, and passionate customers to drive sales growth after years of decline. Smale also shares his career journey from opening a donut shop and restaurant to leading a major brand, emphasizing the need for marketers to align creative 'dope ideas' with hard business metrics.

    Marketing & brandDirect-to-consumer & e-commerce
    5 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Manufacturing Executive. The episode itself belongs to its publisher.