E59, Manufacturing: The Shift Towards Problem-Solving Instead of Product-Pitching

Leadership in Manufacturing

Content provided by Sannah Vinding. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Sannah Vinding or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.

1+ y ago 37:01

MP3•Episode home

Fetch error

Hmmm there seems to be a problem fetching this series right now. Last successful fetch was on August 13, 2024 10:25 (24d ago)

What now? This series will be checked again in the next day. If you believe it should be working, please verify the publisher's feed link below is valid and includes actual episode links. You can contact support to request the feed be immediately fetched.

The manufacturing industry is in the midst of a major shift – salespeople are being transformed into marketing professionals. Gone are the days of simply product-pitching; instead, manufacturers are turning to problem-solving as a more effective way to engage customers and drive sales. Companies now place an emphasis on ROI when it comes to marketing efforts, and with that has come to a focus on thought leadership as a means of bringing value to potential buyers. To get ahead in this new world of manufacturing marketing, it’s essential to understand the latest trends and how they can help you achieve success.

In this episode, Graham Kilshaw, CEO of Lectrix, shares his insights on successful content marketing for engineers in the manufacturing industry. He emphasizes the need for a mindset shift from marketing to engineers, to marketing for engineers, to effectively reach and engage this critical audience.

key takeaway:

It's essential to consider the purpose of the content, whether it's for lead generation or pure thought leadership.
ROI is now a priority in marketing, with a focus on the impact on sales, such as new conversations, opportunities, or pipeline growth.
Salespeople are learning to be better marketers by focusing less on the product and more on the customer's problem.

You can reach Graham on LinkedIn:

https://www.linkedin.com/in/grahamkilshaw/

For more content like this, subscribe to Mind The Innovation on Apple or Spotify, or wherever you like to listen.

You can find Sannah on LinkedIn: https://www.linkedin.com/in/sannahvinding/

or visit this Website: https://mindtheinnovation.com

Thanks for listening!

Sannah

96 episodes