Manufacturing eCommerce Success
Manufacturing eCommerce Success with hosts Curt Anderson and Damon Pistulka dives into interviews with industry leaders and professionals that provide insights into various aspects of Manufacturing eCommerce and inspiring entrepreneurial stories.
Manufacturing eCommerce Success
Episode 111: Sneak Peek Behind the Scenes at the Industrial Marketing Summit 2025 (Guests: Kasey Tyring and Moby Hayat)
Are you ready for an inside look at the Industrial Marketing Summit?
If you’re in manufacturing or industrial marketing, you won’t want to miss this Stop Being the best Kept Secret show! We’re bringing you a sneak peek at the Industrial Marketing Summit with two experts who know how to make an impact—Kasey Tyring and Moby Hayat.
Kasey Tyring is a Senior Marketing Specialist at TREW Marketing, where she crafts content strategies that drive engagement and conversions. With a background in B2B technology marketing, she knows how to leverage content, web strategy, and inbound marketing to attract high-value customers.
Moby Hayat is a Sr. Demand Generation Strategist at Gorilla 76 and a self-proclaimed marketing nerd. He’s helped companies generate millions in qualified pipeline through paid ads, demand generation, and content marketing strategies that connect brands with their ideal audiences.
The Industrial Marketing Summit is the premier gathering for industrial marketers—organized by the teams at Gorilla 76 and TREW Marketing. Scheduled for February 26-28, 2025, in Austin, Texas, it brings together innovative marketers in engineering, manufacturing, and technical industries to connect with peers, enhance programs, advance careers, and grow businesses. Don't miss this opportunity to hear from a leading voice in manufacturing marketing.
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hopefully. All right, it is Friday and you know what that means. It's time for Manufacturing E-Commerce Success and I am one of the co-hosts right here, Damon Pustalka that pretty gentleman right over there is Kurt Anderson, co-host with the Most. Today we're going to be taking a sneak peek behind the scenes. I can't even talk. I'm so excited this morning, Kurt, At the Industrial Marketing Summit for 2025. I was so excited I didn't even know what to say, because the Industrial Marketing Summit is such a great event, Kurt. Take it away, hey.
Speaker 2:Damon great. Let's give a round of applause for Damon.
Speaker 1:I am definitely speaking challenge this morning I've only had one cup of coffee.
Speaker 2:Hey guys, happy Friday. So welcome to the program man. Is this going to be fire, holy cow man? The program man is this going to be fire, holy cow man? We've got two rock stars, man. In two weeks from today there's a massive event called the Industrial Marketing Summit. If you haven't checked it out, you want to Google it. Two weeks, two weeks. Two weeks from today, damon. So I actually had the link. We're going to dive into it. But hey, I'm going to start with my dear friend. She's down in Chicago, gail. She's in Florida just catching some sun. Casey, how are you?
Speaker 4:Happy Friday to you. Hello, Happy Friday. I know I had to get away from the cold Chicago weather and then I'll be back in Austin for Industrial Marketing Summit to catch some more sun. So trying to stay warm over here.
Speaker 2:Man, all right, so I've got weather envy. And then what's your title of the conference? By the way, do you have like a little role with the Industrial Marketing Summit?
Speaker 4:It's truly a behind the scenes episode because I work totally behind the scenes. My title is Speaker and Sponsor Liaison, so I work with all of the speakers, all the sponsors make sure they're up to date on everything set up for success. So you'll get some behind the scenes details from me.
Speaker 2:Oh, how cool is this? And then we have none other. So we've got Mr Moby in the house. Moby and dude, best mustache and main effect. You know what Ray I?
Speaker 3:thought Ray's a guy. I'll fight somebody for that title. Let's go.
Speaker 2:That Moby. So when you now, moby, what's your title at the conference I am going to be emceeing. All right, can you do you mind? Can you give a shout out about the? Can you like, or you know? You don't even need to acknowledge it because everybody just sees it, you know, but it's really in your face, it's like you know you know, david, we need to end the show, Like I, just, I'm really, I'm so jealous right now.
Speaker 2:So that is man, and if I try, if I, you know, it's just, it's all gray, it's not good. So, all right, casey, we're going to go here, let's talk about you. So I've got all right. Did I send you guys questions? Did I send you?
Speaker 4:any questions ahead of time. We're improvising here.
Speaker 2:Okay, good Cause, I'm not going to follow any of the questions that I sent out anyway, so let's start here. So, moby, you, just you kick back, relax. It's all about Casey for a minute. Nothing like Mr, mr Wonderful mustache. We're going to talk about Casey for a minute. So, casey, let's go here. When you were a little girl growing up Now, moby, I'm coming at you with a totally different question. Casey, when you were a little girl growing up, who was your hero? Who was your hero that you looked up to, just like just showered you with unconditional love? Who was your hero? Who was your hero that you looked up to, just like just showered you with unconditional love? Who was your hero when you were a little girl growing up?
Speaker 4:Oh, my gosh, Well showered me with unconditional love was my mother. Obviously she was a single mom growing up so learned about all kinds of independence, strength from her, that kind of thing. But I think, yeah, so she would. Obviously. That's an easy answer, right, my mom?
Speaker 2:Your mom and what's your mom's name? Karen. Hey, you know what? How, about big shout out to Karen? For, hey, let's give her a round of applause for this wonderful speaker and sponsor liaison. Am I close on that, was I?
Speaker 4:close. Yes, and she's hosting me in florida, so this is all on your time too like who doesn't need, who doesn't need karen?
Speaker 2:so all right, give, give karen a big hello. So, moby, I'm signing over to you. Man, I have a totally, totally different question are you ready sitting down? Are you ready? Yeah, so when I was a little girl so when you uh, hey, before you had that, just that rocking mustache, when you were a little guy growing up, who was your hero?
Speaker 3:So I'll separate that. I'll say hero without unconditional love, because that person doesn't know I exist. It was David Beckham, because I saw him score a goal against Greece and how he did it. It blew my mind and got me into sports for the first time. So I'm definitely going to say Beckham.
Speaker 2:So Beckham was your hero growing up. You know what? Hey, why we're talking. Maybe google it, we'll pull. I'm just kidding, so we'll pull it, you know. So all right. So, david beckham, who, I, who showered you with unconditional love, let's go there moby, uh, parents, uh, like my mom was great, that was great.
Speaker 3:Brother is great, even though we fought all the time yeah we were big fans of wrestling. You know that that definitely led to some blood sometimes, but hey.
Speaker 2:Hey, if you didn't draw blood, like you're not even trying, right Come on.
Speaker 3:I know what's the point of a similar.
Speaker 2:Okay, so let's go here. So, casey, you are in, you are from True Marketing and Moby is with Gorilla 76, dear friends of ours. And just I tell you, you guys do amazing, incredible work and you get the two companies. I mean, and be honest with you I talked with Joe and Wendy about this I mean you're actually competitors and what's just so amazing is that you got two companies that have come together and we had a front row seat. So I was with those guys in Cleveland, whatever year that was, I don't know, it's COVID, year 22. And we were at the industrial marketing summit and they're like, hey, you know what we think we're going to. We can do this better ourselves and sure enough did it last year. So, casey, before we dive deeper into the conference, just share a little bit. Like what attracted you to marketing? So I don't know if Karen helped with your career, maybe if you, you know, whatever young person you got into marketing and then you find yourself in marketing for manufacturers. What kind of led you in that direction?
Speaker 4:Well, I knew from an early age. I remember sitting in my math class in high school and being like you know what? My career is probably not going to have a lot of math in it Nice. So I immediately was like I'm going to probably be. Public relations is my major.
Speaker 3:Right.
Speaker 4:Writing was my strength, english was my strength. English was my strength. So definitely marketing was more of my, my field, my wheelhouse, like creative graphic design, that kind of thing. So that's where I started. And then my first few jobs were in b2b like software or it staffing, but then switching to true marketing. I've been there for for two and a half years and that's more engineering technical. So I had a little bit of B2B software marketing. But this is a totally different ball game with highly technical content and industrial marketing. So that's how I ended up in Tru.
Speaker 2:Awesome and no math right. Just kind of like putting that in the back burner.
Speaker 4:Well, now it's crazy because thankfully, we have excellent content writers and they will send me blogs that I have to publish and promote and it'll have like a lot of mathematical equations involved in there. And how did I, can't even, I don't even know, but I'm the one that's putting them in the blogs, trying to make them look good, and I'm like, thank God, I don't need to know this, but our writers do.
Speaker 2:That's awesome, all right. Well, hey, and I, what a great team. You know I've had a privilege, pleasure of meeting a number of your teammates. Wendy is a dear, dear, dear friend, and so just I. I think you know she just put together just such an all-star team. So, moby, let's go into your background. So, mom and dad, your heroes let me take that back showers you with unconditional, you with unconditional love. David Beckham is your hero. Thank you for correcting me. What led you into the world of marketing and how did you end up, kind of like, focusing on manufacturers?
Speaker 3:Yeah. So I spent the first five years of my career in Dell engineering operations and then a lot of my friends were starting companies and they would be like I have this great idea, I need more customers, and they would all fail. And I would be like what gets you more customers? Like how do you take an idea to something that people pay money for? And that got me started into marketing that content marketing, podcasting and I kind of just fell into the paid ads performance marketing side of it and I loved it. Casey, like you, great at math in high school but horrible in college. Horrible Now. It's so much math and I love it. I love the paid side of it. Industrial, industrial is cool.
Speaker 2:So you know what you. So you like the paid ad side I do. Okay, all right, you know what. We're going to dive deeper there, so all right. So, casey, let's, let's come back to you. So, for folks that are not familiar with true marketing, it's hard to imagine anybody that isn't right For anybody not familiar. How do you guys make the world a better place? What does true marketing actually do? How are you making the world a better place?
Speaker 4:Well, I think we make the world a better place by being niched down. We're not just like a general marketing agency that hosts, takes in any client ever, like consumer brands or anything. We only focus on engineering and technical companies and because of that we can really service those clients as best as we can. Because we are a technical company, we have technical writers and account managers that know those audiences. So I think strategy first marketing agency for technical buyers is our bread and butter.
Speaker 2:Excellent. So let's talk about, like what are some of the things on your menu? What are some of the services that you guys provide? Somebody's like man. You piqued my curiosity. Let's go a little deeper.
Speaker 4:Well, it's kind of a funnel. So we do start out with if you don't know at all, like Moby said, like why am I not getting any more customers, we can start at the very, very top and start a whole marketing strategy project for you where we do competitor analysis and all those kinds of things and then make a strategy for you. We've also done like branding projects, for if it's a new product or something, we can start from the ground up there and then we also do like which is my wheelhouse? What I do on a day to day basis is like the tactical video content like blog content, white paper, content like the content marketing of things.
Speaker 4:So you can go big with the whole marketing strategy or you can just do the like content strategy part of things.
Speaker 1:Well, and you guys do a ton of research too. Every year you put out the report and the name escapes me, but it's an awesome report with all the things that are happening.
Speaker 4:Yeah, that and that is our guiding light too. I know we send that out to anybody who wants to learn. It's called the State of Marketing to Engineers Report. And so we research and talk to survey, like thousands of engineers and people who and then we understand how they actually do want to receive technical content, how they are looking for buying, buying things and stuff. So not only can you all have that information, but we use that ourselves to like really guide what our strategy is.
Speaker 2:I love that. As a matter of fact, wendy and I I'm just moderating and I'm just kind of kicking back, but Wendy and I are presenting at Purdue University the whole research report in April, so I'm absolutely thrilled to get it. I know she's going to be presenting it now for those out there that want to. You got to go to the Industrial Marketing Summit to catch it. If you miss it, we've got a little backup plan at purdue university. We can catch you there. Moby, let's come over to you, my friend. Let's what's going on at gorilla 76. That like not only best mustache manufacturing, damon, like best name. I like they. Those guys have the best name in marketing, do they not?
Speaker 1:yes, yes, and I'm just gonna say mustache. Now who's our friend in Chicago? Well, yeah, I know.
Speaker 2:We got Ray. I think he might hey you guys.
Speaker 1:We got to get you guys together.
Speaker 3:Yeah.
Speaker 2:I agree, we've got somebody. So let's go here. Just let's talk a little bit about Gorilla 76. How are you guys making the world a better place?
Speaker 3:So we're a revenue-focused marketing agency which specializes in demand gen for manufacturers, and I think the two things that are cool are number one we're a builder focus. We're a lot of people in industrial and manufacturers, especially smaller companies. They're full of passionate people who like building solutions for others. They're a lot like Casey was mentioning. They're technical, they're engineers. They're a lot like Casey was mentioned they're technical, they're engineers, they like building. But the marketing side and the growth engine outside of referrals and maybe posting here on LinkedIn, they don't have that. So, number one we help builders take their vision to the future even bigger companies. Number two we hopefully make the world a better place by showing them how it's changed. It's not 20 years ago when I can buy a lead list, call 200 people, 180 pick up and maybe I set up meetings with 40 of them. Now, if I call people, it doesn't go through. I don't know how many spam risks I got today. So we're helping them navigate this new digital marketing landscape to sell more.
Speaker 2:Excellent, yeah, and I tell you they've got the, if I'm not mistaken, Grilla 76, so they started right before the Great Recession in 76. I think it's the date that they started, the month and the year. I think it was July of 06 when they started, and so Joe was just on last month and we always love having Joe on. So, Casey, let's go here when you work with, you know, let's talk, let's talk about the engineer, right? The engineer who you know, man, they are brilliant. They can take, you know, my pen and like next, you know, they've created like some type of contraption, right? However, maybe not the best with marketing, Okay.
Speaker 2:So, what are some, you know, if, what are some baby steps or what are some things that you guys do to kind of walk those folks through that process, to kind of like show them like how this whole marketing thing works, can you, can you take me there, like what's, what's kind of like an engineering marketing 101? Can you take us there?
Speaker 4:I would say, like Damon, you hit it on the head by bringing up the research, because it's so much easier to talk to technical companies, engineers, on the other side and be like here is some research that we have that proves your audience is on LinkedIn.
Speaker 4:Your audience is listening to podcasts. They're watching videos more and more than ever. Like the younger audience. Younger engineers are getting to be more buyer aged at this point and this is how they're behaving in their buyer's journey. So coming with facts and like actual research is the easiest way to win them over and then proving once they accept that strategy. Just constantly, sometimes it's overboard, but they have to see the results numerically and present it in a way that they understand it for them to really buy into marketing. Yeah, I think, the results numerically and present it in a way that they understand it for them to really buy into marketing.
Speaker 2:Yeah, I think the results is a big thing. So you know they want facts right. It's just just the facts. You know a lot of people talk about. You know marketing is emotional or like you know how people feel, but when it comes to engineers, they just just show me the facts right. Give me the data sheet.
Speaker 1:Give me the data Right.
Speaker 2:So, moby, what do you have to add, like, what are your thoughts? So, like for an engineer out there, maybe a manufacturer? You know they've had a great run. We're like word of mouth and now all of a sudden, like the world's changing on a daily basis, right, and so they're going to a girl, somebody, six, like hey, we just, we need some help here. Where do you start that, that manufacturer?
Speaker 3:I'm going to add a layer to what Casey said. She's absolutely right and say the framework that I look at is if you've got a hundred people in your market and you show you show them what you do, your offer, your product, your service about one or two people will be like oh, I'm interested right now. Three or five might be interested in the future Five to 10, like in the next 18 months. Other people may be down the line 40% of people. They don't care.
Speaker 3:And when you're marketing, you're not just talking to the 2% which is in market right now. You want to make sure you get in front of them, like with content that Casey oversees. You want to make sure you not only capture the attention of the person who's in market looking for a solution or a problem that they have, but also you're talking to the people who within six months, 18 months, will become a buyer and be like oh, I've got this problem, I know who to talk to. And you want to be the top of mind for not just the person who's in market right now, but down the line for the majority of people who are also going to be looking.
Speaker 4:Yeah, we see that all the time, like we'll have a finally a lead that comes through from a blog or something and we're like, wow, how like, and it'll be like they're ready to go. We pass them off the sales. And then we look on HubSpot, which is usually what we have our CRMs in, and they've been looking at our content. Maybe they're not opening the newsletters, but they've looked at a couple of different pages, maybe nine months before, and then you don't hear anything from them and then you're not. You're just content marketing to them constantly and then they're finally ready. So that's always interesting to see, because you're like, oh, they've been lurking for a year.
Speaker 4:Or more yeah.
Speaker 1:Or more. I mean I had someone call me and set up an appointment this week that I know it's been four years since the piece of content they read they wanted to talk to me about.
Speaker 2:Right, right, so long you know. So, and I think that's a big difference. Where I think is being specialized for manufacturers is so important because, like you know and I'm sure you guys have stumbled into manufacturers that maybe they work with a marketing firm in the past and that marketing firm maybe they're they're working with service providers, maybe they're working with some retail and they're just like hey, we're marketers, like we get it and like what I love what you guys do is like you really, really stay in your lane, super niched. We're like you know what. We're not working on main street. We're not working with service providers, like we're laser focused on high level manufacturers, geeky, engineering, machinery, that type of thing. Casey, like coming from your previous life. Was it a big adjustment for you to kind of like get into this industrial b2b world like how was, how did you assimilate, coming into?
Speaker 4:yeah, there was pretty much because it was. I was still doing a lot of content marketing, a lot of white papers, a lot of blog articles, so that didn't change. But like, for example, my previous job, we did a lot of service. Now, which is a sass company, and that content was more um like this is what it can do and this is um many hours it can save you and this is how it affects your bottom line. But it was way more fluffy than the technical content you have to have with an electronics component company. Like that stuff still is in those articles and in those white papers, but you're telling an engineer how to implement a new capacitor or make sure it doesn't overheat, or something like that, and put in those calculations, and that's not something you would do in software at all.
Speaker 2:Right, yeah, I love that, moby. What do you have to add?
Speaker 3:Great answer and, honestly, I forgot the question.
Speaker 2:Yeah. So from say like a retail standpoint, like say you know if you're in retail or different sectors, you know like maybe you're know if you're, if you're in retail or different sectors, you know like maybe you're marketing, maybe you're trying to do some branding, maybe you're trying to. You know if you're targeting teenagers or you know different generation you're using, you know social media such as TikTok or other things. You know when we're really laser focused on that B2B in the industrial side of things you know from your perspective, previous life was there. Was there an adjustment coming in like laser focusing on b2b and industrial manufacturers?
Speaker 3:yeah, interesting. Um, I think for me it was less about the marketing itself. The similarity was more. I was in operations a long time so I really that data and numbers and looking at excel sheets and finally learning how to make pivot tables that really carried over and I realized that that's a true asset to somebody when you have a huge lead list and sometimes Casey, you might have seen this not everybody has HubSpot and you have to build tables and parse through data. That I fell into. But talking to clients was interesting where I was coming at it from a marketing perspective Manufacturers they're not marketers, so it's my job to take all that I nerd out about all day CTR, cpm, audience penetration, all of this and translate that to business metrics. That was a learning curve.
Speaker 2:Yeah, and you mentioned, is your specialty paid ads, or you just really geek out there. I really geek out there, okay, so you know what. So, before we out there, okay, let's. So you know what I'm. So, before we get to the top of the hour, I'm going to pull up the industrial marketing summit, cause I want to. I want to catch that in case anybody has a hard stop at the top of the hour. But, moby, let's go into paid ads. Why? Why are you so passionate, or why? Why do you love like geeking out on paid ads?
Speaker 3:Uh, it's like when it works, it works really well. Yeah, the challenge is getting into a point when it works, because you might have four months of nothing and then suddenly it start working. I've worked on advertising campaigns where we're seeing, uh, negatives, negatives, negative, negatives, and then it goes up and that challenging time in the middle, which is what is happening, and you're like, let's try this, let's try this, but also sticking to our. I love that part because I can go in and be confident oh, I can make this work, but it's never what I planned and it's always something different. And I do love that challenge.
Speaker 1:Yeah, it does take a lot of creativity because you're going to bang your head a few times getting there.
Speaker 3:Oh yeah.
Speaker 2:Every day so and you made a great point. And for folks that do you see, maybe for yourself, or do you see folks that, like, just give up too soon. We're like man, I'm just, I can't keep donating money to Google. But, like you just said, like awesome.
Speaker 3:Yeah, always, and I think it's sometimes when they're working with marketing agencies, it's the responsibility of their marketing partner to set expectations. This is going to take some time. These are things you can look, but, yes, like you know you, uh, if you want to get in shape and you go to the gym twice and you're like this isn't working, you're like okay, that's not enough time, I'd say you definitely want to make sure you're spending a few months there, right? Awesome?
Speaker 1:okay, all right, well, we can hit.
Speaker 1:I want to hit some of the comments here. We got Usman showed up today and said hey, greeting from Usman, thanks for being here today. We got someone else who can't see who it is. They're saying hello. Thanks for being here, zafar. Hello again, great to see you. Someone else said they like to solve problems. It was back when we were talking about engineers very cool stuff here and then someone said they follow an engineer page on X and they post math problems or ask did you know social media kind of stuff that is. I mean, yeah, I'm an engineer man. I love watching that stuff. You know, you get some of how it's made. I'm sitting down. That's the way it is.
Speaker 2:All right, so let's dive into. We're here today to talk about the industrial marketing summit. Can you guys see my screen? Okay, yes, yep, okay. So, casey, let's start with you. So you are again for people that are just joining us, first off, connect with Casey on LinkedIn. You, she does amazing job there. Moby is just rocking it on LinkedIn, so connect with these two folks, casey. What is the Industrial Marketing Summit? For folks that are not familiar?
Speaker 4:So the Industrial Marketing Summit is a marketing summit or conference, but it's exclusively for all those marketers that are working for engineering companies, manufacturing companies, electronic components companies, anything that's highly technical, that isn't just normal marketing like. You're getting into the weeds of technical content for engineers, for technical buyers. So your marketing strategy is totally unique from if you were going to a huge national marketing conference that really doesn't like meet your needs or answers your specific problems. So that's why this summit was developed just for industrial marketers, who are all feeling the same pain points. We're all suffering the same things with any algorithm changes or SEO changes or audience behavior changes. We're all in it together and we're here to help everybody.
Speaker 2:Well, absolutely love it. It's been held in Austin, it's two weeks, and so, moby again, if somebody just popped in and joined us, what's your title? Mc man, the MC Damon man? I feel like really important right now. We got the MC in the house. So what are you? Super fired up? What are you expecting? Just give us a little sneak peek preview of what's going to happen here.
Speaker 3:Yeah, adding to what Casey said, I think for me, I'm most excited about the community, which is a lot of people are coming from last time. A lot of people have seen each other on LinkedIn. A lot of people are meeting each other for the first time after being friends on LinkedIn for like four years. That's awesome. It's exclusive, like Casey said, and you know everybody's there. Everybody there is in marketing. They're overworked, they have a lot of ideas. There's a lot of pressure from below, from there, about website email, all that, and we just want to create a space in which people share ideas about what's working for each other and also just feel part of a community, because the sessions are fantastic, they're amazing, but the people there are making what's special.
Speaker 2:Yeah, I'd say it's the whole, it's the total package, right. Once you say, casey, it's catching the events, hearing the speakers, but really the hallway conversations, going out for a cocktail, getting a meal with somebody. You know folks, moby, you just said on the head, like people that you've known for years. You know Chris Lukey is one of the speakers. He's going to be on our show on Monday. You know, I knew Chris. You know pre-COVID and had the privilege of finally meeting him in person, you know, last year. Can't wait to see him again in two weeks. So, casey, let's give a little, let's hit up a little taste of, like some of the speakers, this gentleman here is phenomenal. What's going on here?
Speaker 4:Yeah, paul Roetzer is our keynote. He is the CEO of the Marketing AI Institute. His content is all over our internal Slack every day. We're always passing information. He's kind of a guiding light for marketers who are, I would say, all levels of using AI. If you're new to using AI or know you should be using it, but don't the Marketing AI Institute. If you're new to using AI or know you should be using it, but don't. The Marketing AI Institute is a great place to learn. So I have not been to their conference. But one of the reasons why we invited Paul is because his conference is so well-received and everybody walks away with it being like I learned so much, like this is great information. So we are super lucky to have Paul join us as the keynote, and so that'll kick off the event very inspirationally.
Speaker 2:Awesome. All right, let's in in every. I don't know if there's anybody who doesn't know this guy.
Speaker 4:Yeah, this year we've had like, really like, familiar faces. You'll see Jake Hall, you'll see Chris Lukey. Dale Bertrand is making waves. We had him last year and he was one of our top speakers. Everybody learned so much from his presentation, so we have him speaking twice actually. So he's also doing a lot of artificial intelligence sessions.
Speaker 2:Yeah, we had the privilege. We just spoke with Dale live on Wednesday and so he's doing this session and then he's also closing out. He's the closer of the entire conference on Friday, and so can't wait to see Dale. So there's our buddy, chris Lukey, right there Just going to do a great job. Anybody else I know we could go through everyone. One is there anything else?
Speaker 4:that we want to point out well, we have a mix I'll just say it's a mix of in-house practitioners and agency people, but we really wanted to hit a lot of the in-house marketers who are in there doing everything, um, so we can learn from them. So we have, yeah, david newman from interlocks. He's talking about how to like manage stakeholders, which is a huge roadblock for a lot of those internal marketing teams, how to actually like convey your strategy and all of the KPIs that they set for you, that you need to manage expectations, for all that kind of thing. So really this year probably all years we're just trying to make sure we have a lot of practitioners that can share all their knowledge.
Speaker 2:Yeah, I love it. And we had Damon Damon. I had Carla on on our live show last year. Man, I'll tell you she is a powerhouse. So, like, if they're like, she's worth everybody's phenomenal. She's the work of admission. Just going to Austin to catch Carla. She's doing amazing work with AI. So, moby, anything and what are you super excited about? I know everybody, but anything that you want to highlight here as we're going through the list, the talk about AI from both Dale, especially about his inbound playbook.
Speaker 3:That's awesome. If you scroll down, there's our guy Dale, and then there's going to be this is I'm super excited about this because advertisers are having problems about this, so I'm going to be in that session for sure. I'm excited about this talk by devin, and then we've got talk by erin about reporting. There we go. That's going to be awesome because what we find is we do marketing activities and we map to results. That is a goal, but we want to make sure we tell that story up and down the organization as well. This is super important. And then we've seen this a lot of traffic on websites which doesn't convert. So randall and kevin's talk. I'm super excited about that. They're going to be talking about landing pages, design elements, just to make sure the people that are interested enough to come to your site. How do you capture more of them and get them to the next step, whether that's contact us, a demo or even a mailing list. Yeah, this.
Speaker 2:I tell you I'm super excited for this one right here. This is a hot topic, two of your colleagues here, and so just think and I'm even speaking for myself, I'm not casting stones, it's like how many people come to I won't speak for anybody else my website and just like, hey, this isn't what I'm looking for, when maybe it would have been a great fit, but we just weren't speaking the right language, didn, and maybe it would have been a great fit, but we just weren't speaking the right language, didn't make that great first impression, that type of thing. And so, yeah, this is, and you know, let's hit that. I'll put it out to both of you guys. You know, for manufacturers say, you know, let alone, you know, god bless our manufacturers Sometimes. You know they have that website for maybe 2005.
Speaker 2:You know, do you guys have any tips? Advice like, what's the starting point? Cause it's intimidating. They think that they're going to get hit with, uh, you know, thousands and thousands of dollars so they don't do anything. Casey, what any advice that you would share for a manufacturer? Just, you know, they really need a makeover, which you know. Any tips there?
Speaker 4:Yeah Well, I would say my first thought when we were talking about this, especially this um, this session even if you, kurt, like you said, your website might need a refresh. You may have done everything right in a refresh four or five years ago and you're like, and it looks polished and new and it's up to date. But coming to a conference like this and learning from Randall and Kevin, you're like, oh, I could actually add this landing page, or I could change the setting on a landing page, or I could just take these things that they're doing and slap it into my. It looks good, the website looks good, but there's, like, still some tactics that you can implement.
Speaker 4:So I just wanted to mention that there, because we were fixing and readjusting our clients websites all the time, even if they look polished. So, even if it looks polished, you have still have room to improve, no matter what. But yeah, you do see those that look like they're from the early 2000s and it's, it could be. There's so many different things you could do. You could do the rebrand, which is like a huge overhaul, and change the fonts and change your marketing colors and everything. Or you could just take it page by page and make sure you're hitting your money page I just learned that term from one of our podcast guests but make sure you're updating the most valuable pages first, with content and creative.
Speaker 2:Yeah, love it, moby. What would you add?
Speaker 3:I wrote these two things, which is number one for a website for messaging? Don't try. You see so many websites. They're like leadership and excellence is what's in their banner, or it's like innovation and X, and it's like I have no idea what you're doing. Please tell me what you do.
Speaker 4:And number two is make it easy to make a contact which is simple contact us form.
Speaker 3:Those are the two things. Just tell me what you do and make it easy for me to reach out to you.
Speaker 1:It is amazing, how many websites don't do that.
Speaker 2:Keep it simple. I'm going to keep cruising down.
Speaker 3:I'm super excited for what's above the round table. We're going to divide it into different sections. That room we're going to divide it into different sections. That room we're going to have roundtables in which people talk about the CRM that they have and we're going to have moderators asking questions, facilitating conversation to be like, how do we solve our biggest challenges, and we're going to have a long session about this. This is that peer-to-peer connections that we really want to build.
Speaker 2:Go ahead, Casey.
Speaker 4:Well, I was just going to say this was this session. The roundtable session came from feedback from last year because we had it was a Gorilla 76 workshop and they broke out into CRMs. But it was only like 15, maybe 30 minutes at the very end of the workshop and that thing could have gone on for an hour more, because everybody was talking about how they're using HubSpot better, what kind of integrations are they using for Salesforce, and so that was exactly why we had this session. There won't be a speaker. It's literally everybody in a community sharing what they know with the rest of the group. So that one is I'm really excited for too.
Speaker 2:And I'm going to. I'm going to tell you something. So I'm not a CRM guy at all and I was in that session. I sat there and I'm just kind of like, oh, this isn't really for me. When they did the breakouts, I'm going to tell you it all of a sudden became one of the highlights for the whole week, the whole.
Speaker 2:You put us in a group, cause I was in the group that, like, I was like the non-CRM group, you know, and all of a sudden I met a group of people that I normally wouldn't have interacted with. I met people from different states. We all clicked and it was just a dynamic conversation and I'm like man for a session that I almost thought about not going to. It really wasn't resonating with me. But then also, when you guys went into groups, it was, I thought it was a total home run and I loved it and so kudos to you guys for for you listened to the you know your crowd and came back with it. So that was uh, that was great. Okay, here's a sneak peek for the research that you were talking about. Casey, you want to hit this for a second?
Speaker 4:Well, I don't know anything, that is, it's not released yet. So I actually am super excited to know, from last year to this year, what things will change like I can imagine maybe video gets more hits.
Speaker 4:Um, I think we had a question on the first time last year with reddit. So that's something that everyone's really interested in right now is are technical buyers using reddit or is it just like this random search traffic that is getting higher and higher? So learning with that engineering report and I from true marketing don't have anything to do with the report. So I'm like on my pins and needles too, trying to figure out what's gonna happen there. But just I forgot to mention, or we forgot to mention, that these sessions are broken out in two tracks. So there's a strategy track, which can be they're all for all levels, but there's a strategy track, which can be they're all for all levels. But there's a strategy track that's more about stakeholders and like the overall brand strategy. But then we also have a technical or a tactical track. So that's getting into the nitty gritty analytics that cookie list thing.
Speaker 4:So you'll see back and forth, like different styles of sessions too.
Speaker 2:Yeah, absolutely Love it, and I've had the privilege, I think the past several years that Wendy and I I've been we've either presented at Purdue or she's been on the live show and I'll tell you the information is truly mind blowing and just give it away for free. I cannot describe how generous that is for true leadership to take the time, the energy and to do this.
Speaker 4:Well, I think that's what we've all learned, gorilla76 and True, and I coach any of my clients this Give your information away, be valuable and teach. And it translates to business Like you don't need to gatekeep anything. They will still come to you.
Speaker 2:Yep, I couldn't agree more. So, all right, so take a look here. So, hey, we've got our dear friend Megan Jacobs been on the show, jennifer, so again, this is going to be another uh, talk about branding for recruiting for the next generation. This is going to be a hot topic. Hey, who's that crazy guy man? So this will be a fun one here. So just met up with our guys yesterday so we're plotting this out. We're going to do a little live show, damon, at the end of the month with our team here and let's take her home. Guys. Any last things, moby, that you want to add, that you're super excited about as we come down the bottom here.
Speaker 3:I am excited to meet every single person who's going to be there. Last year it was great the conversations we had while having coffee waiting on the bus, on the bus in between sessions. It's fantastic, and there's so many people I didn't get to meet, which is like Kurt, I didn't get to meet you.
Speaker 2:Dude. You know what we're going to make up for that? My friend I know, and so I'm really excited to seeing everyone and just being like oh, I know you through.
Speaker 3:LinkedIn, let's go, so it's going to be a lot of fun, that's right, so okay.
Speaker 2:So, casey, let's talk about so we're going to wind down on this so everybody can go. We're at industrialmarketingsummitcom. They can register at this little button right there. It says register, just book their plane ticket. Don't even think about it, right, just? Do it Is that the whole point here, or what Absolutely?
Speaker 4:Yep, exactly, and if you can come, we do have digital passes. I know it's getting down to the wire where people are going to start not being able to book their flights or not get approvals in time, and so I always like to mention that at the end. There, too, is there's a digital pass that you'll get all the content, almost everything. Like we won't have some things that are harder to record, but a digital pass is a good way to go too.
Speaker 2:you'll still get most of those sessions yeah, absolutely, digital is better than not going. But moby, come on, let's be honest, they got it, they just got to go like they just can't not go right like okay, all right, damon, we got. I don't know we have any. I see a couple comments here. Yeah, we do muhammad it's.
Speaker 1:He said thank you very much for sharing the such information and great news. Um, and someone said something about executive orders affect this industry. I don't I mean when you, I'm just like manufacturing in the U S. We're pretty safe, yeah.
Speaker 2:And hey, and Muhammad did ask you know, can you join it online?
Speaker 1:And so yeah, again go to.
Speaker 2:Industrial Marketing Summit. You're here. On LinkedIn, we have it all over the place on LinkedIn. Go to True Marketing. Go to Gorilla 76. Just you know. Or just book a flight to Austin, just wind around, we'll find you. So you just show up. So, casey, as we start winding down, what, what would you say for anybody that's kind of on the bubble thinking about going to Industrial Marketing Summit? Let's, let's push them over the edge.
Speaker 4:Well, everyone has already said the great points of it's a building community. You're absolutely meeting your counterparts across the US, everyone who is working in a manufacturing and engineering company. Everybody's going to be there. So you're going to learn from your peers. And one thing that I like to stress because I am on the speaker side of things and the programming side of things is that we are very, very passionate about bringing value to every single session. So it's not just speaker professional speakers that are phoning it in and saying the same presentation they give at every conference, like we're making sure they're tailored to this audience. There's industrial marketing examples. There's key takeaways that we are pushing our all of our presenters to make sure. Hey, you need to have something that everybody in attendance will walk away and learn from your presentation. So I know everyone on the organizing team is really passionate about bringing value to each session.
Speaker 2:Love it, moby. It's somebody that's on the bubble on the edge. Push them over. What? Why should they be there?
Speaker 3:If you want to meet people who are in the trenches just like you are every day, this is the place to connect with them, make more friends, get more ideas and just be better at what you do.
Speaker 2:Yeah, man, that's short but sweet. I love it. So, okay, guys, we're going to wind down. Casey, last question for you. I might have one more, but last question Marketing advice. Okay, you're just a fierce marketer, marketer for manufacturers. What would you say is the best marketing advice that you've received? Or what's best marketing advice that you'd like to pass along, that somebody apply today?
Speaker 4:Okay, I have one that came up immediately in my mind, because it's what we're preaching right now is to be everywhere. That your audience is At first year. And I mean that because right now everybody's search results are going down Like organic traffic is sinking. The newsletters email newsletters aren't performing as much as possible. So if you have your eggs all in one content basket, one area that might not work anymore. So be everywhere. Public relations is becoming more popular for industry publications, linkedin, making sure you have a social media strategy. So just all those layers have to be met. I mean, if you're strapped for resources, I get it, but you do want to kind of differentiate your strategy at this point.
Speaker 2:Yep, absolutely Love it. So, moby, my friend, I'm not asking the same question. What was the name of the captain in Moby Dick? I've never read it.
Speaker 3:I did read the summary. I went through the entire summary last week, all the details and what it's about. I've read some. Yeah, I don't know, Just answer the books.
Speaker 2:I'm sorry, I've heard it's boring. So I had to add Damon. Do you know that answer?
Speaker 4:Casey, do you?
Speaker 2:know that answer.
Speaker 4:Casey, do you know that answer?
Speaker 2:So Melville wrote the book. Right, Melville wrote Moby Dick. I think it was Captain Ahab, I think it was.
Speaker 3:If I'm not mistaken, it was Captain Ahab. There you go.
Speaker 2:So all right, moby, now I'm going to come back to you. The question I just asked, casey, I'm not going to ask you, m ask you Moby the singer what was his top song. What was the top song that, moby you?
Speaker 4:just got trivia questions.
Speaker 2:I'm teasing you, Moby. Yeah, I love you. I'm kidding.
Speaker 3:Because I don't know.
Speaker 2:Yeah, yeah, you know, because of the hair I'm a huge, huge Moby fan. So let's All right, moby. Same question for you, my friend Top marketing advice that you would love to pass along to somebody that's maybe kind of starting out or just kind of figure out this whole digital marketing thing for manufacturers. What are your thoughts?
Speaker 3:Yeah, I think if you're going to invest in a channel, well, it's content or it's ads or it's social media. I think do less things but do them really well. For example, what Katie said is a perfect example of taking content and a social strategy, but doing it well by diversifying, and a social strategy, but doing it well by diversifying, and just do less things but do them really well and just take them to the logicals. Then, where you're like we can't saturate this smart, this channel anymore, or this one or two things that we do, we can't do them much better. We're only getting incremental increases in positive results if we put in 20 more input. How about we just add something else you want?
Speaker 3:to get to that point so just, whatever you're going to do, invest in it, because it takes some time for it to work love it great.
Speaker 2:Drop the mic, dude.
Speaker 4:That was a great answer, man and I have to say if anyone needs advertising like inspiration, you guys have to follow moby. He does a great job on his videos and he gives away a lot of his knowledge. I've learned a lot from advertising strategy from Moby, so follow him for sure. I appreciate that.
Speaker 2:Follow Moby, all right. So, Moby, I have one last question for you. You ready, you sitting down, you ready? Melville, he's Googling Moby songs right now.
Speaker 3:All right.
Speaker 2:Moby, when you are the MC at the Industrial Marketing Center, are you fired up? Do you get a little nervous? What's that?
Speaker 3:look like, oh, super nervous. You just said it in my hands, but I love it. My only fear, the only fear I ever had, is like actual fear, is like I just don't want to get sick, otherwise I'll make it through. The nerves are great, I'm excited. So, yeah, whatever happens when I get sick, otherwise I'll make it through. The nerves are great, I'm excited. Whatever happens, I will definitely be shaking my boots right before, but we'll get through it.
Speaker 2:You'll be shaking your boots when it starts, casey. What is your walk-up song, moby? When a conference starts, it's Moby time. He's coming on stage. What song does Casey need to play, like what's your walk-up song?
Speaker 3:You ready? I like the Immigrant song by Led Zeppelin. That's a good one, immigrant song.
Speaker 2:I'm like dude, you went old school man. Yes man, that's like our generation.
Speaker 1:Like Damon, that's our generation.
Speaker 2:That's a good song.
Speaker 4:That's. That's a great song. I love that song. Casey, do you have a what's your walk-up song? Well, hopefully I won't be walking up to anything because I am behind the scenes for sure, but, um, yeah, maybe taylor, swift, anything but nice, there you go, shake it off right a little shake it off would that get you up there?
Speaker 2:so all right. Well, damon, what a great conversation. Any thoughts? Comments? What do you? What do you got for? Well, I, was.
Speaker 1:I was going through as they were talking, going through the, the lineup again, and I'm it just so, so full of great people and and great information that you're going to be able to do. And, like, like casey was saying, if you can't get there, go on the industrial marketing something website, grab yourself a digital pass. You'll get most of the digital. You'll get a lot of the information other than the experience of being there. If you can go to Austin, go to Austin. But really I mean the people that are talking there are people that know and have to do it every day, not just, like Casey said, not somebody that you know on the public speaking tour, kind of you know, doing their thing.
Speaker 1:These are people that are grinding it out every day, building, helping people build good businesses, manufacturing with their marketing. So it's going to be a it's going to be a great event.
Speaker 2:It's going to be fire. So all right guys. First off I want to give a huge, heartfelt thank you to both of you. I know how busy you are, casey. You've got a conference to run here in two weeks. Man Moby, you're going to be, I'm seeing, so I know you've got the microphone. Are you running around the house with a microphone, like like practicing?
Speaker 3:practicing all the time.
Speaker 2:So hang out with us for one second, but as we close down, and then all sincerity, thank you both. I appreciate you, appreciate both your teams. We just had the respect and admiration we have, love our partnership with both Gorilla 76 and with True, just the leadership and what you guys are doing. And I don't know where they find this talent, damon, Because every time we bring someone on from Gorilla 76, we had Sultana on last year, she was phenomenal and just everybody we brought on from True Morgan's been on the show. We're just great, wonderful people. So I want to thank you both. I wish you just monster, monster success coming into the conference. And, damon, as we close out, man, just be someone's inspiration, just like these two. How about a big round of applause? Right? Just be an inspiration like these two. Hey, how about a big round of applause? Right, just be an inspiration like these two. You'll make the world a better place. Hang out with us guys, damon, close us out, will you?
Speaker 1:All right. Well, thanks everyone for being here today. Love all the comments in there from Uzman Zafar Muhammad and others. I can't see who you are, but thank you so much for being here today and those of you that got in late you want to go back to the beginning, start over, because the Industrial Marketing Summit 2025, if you are in industrial marketing, it's something you definitely want to learn about and Casey talks about getting a digital pass in this. So get back there to the beginning, start over and come back through the whole thing. We appreciate you out there every week. Love being able to do this. Thanks to Moby and Casey for being here today. Again, we're doing the sneak peek behind the scenes at the Industrial Marketing Summit 2025. We'll be back again next week. Thanks a lot, everybody. We'll finish up offline.
Speaker 4:See you, thank you, thank you.
