Industrial03: Use Account-Based Marketing or FAIL! | Industrial Supply Marketing Part 3, Thad Kahlow

Niche Marketing Podcast

1300% ROI using industrial Account-Based Marketing strategies? Yes! In this eye-opening podcast, expert Thad Kahlow shares invaluable insights and real success stories.

Explore the power of targeted marketing in the manufacturing world, the secrets to engaging potential clients digitally, and hear how 1300% was achieved through an ABM campaign.

Join us in this journey to transform your marketing game and drive growth. Hit play now!

Want more insights on the Industrial Product Marketing vertical?

This episode is Part 3 in a multi-part series on Industrial Product Marketing Industry Marketing. To continue learning on this niche, visit: • Part 1: The ULTIMATE Overview to Industrial Product Marketing: Industrial Supply Marketing with Kelly Olson • Part 2: Content Marketing Strategy for Boring Industries: Industrial Supply Marketing with Ross Simmonds • Part 4: coming soon! • Part 5: coming soon!

Core Insights / Episode Highlights:

00:00 - Changing Landscape of Industrial Product Marketing: The industrial product marketing landscape is evolving rapidly due to factors like digital transformation, IoT integration, and shifting buyer behaviors.

02:12 - Shift Towards Account-Based Marketing (ABM): Manufacturers are transitioning from traditional sales-focused approaches to account-based marketing (ABM) and customer-centric strategies. They are recognizing the need to adapt to changing buyer preferences.

04:20 - Importance of Customer Experience: Buyers, including millennials purchasing multi-million dollar equipment, prefer self-service options before engaging with salespeople. A superior customer experience is becoming vital, starting with upper funnel engagement tactics.

07:32 - ABM Approach: The approach to ABM varies based on what is being sold. For higher value products, targeting a few key functions within an organization is more effective, while complex products require a more extensive, verticalized approach.

09:15 - Diversifying Content: Beyond traditional content like blog posts and whitepapers, there's an increasing focus on unique content types tailored to engage specific industries, addressing unique needs.

11:00 - Chat-Based AI's Role in Personalization: Chat-based AI, like Chat GPT, plays a significant role in personalizing the buyer's journey. It enables customized, timely, and accurate responses to buyer inquiries, enhancing the buyer experience.

13:30 - Impact of Chat-Based and AI-Derived Content: Chat-based AI revolutionizes marketing by offering personalized, intent-driven content, improving the velocity of the buyer's journey. The smarter the buyer, the better the relationship and value delivered.

15:45 - Importance of Blogging and SEO: Blogging and SEO remain crucial for top-of-funnel engagement, ensuring manufacturers appear in search results early in the buyer's journey. These strategies provide educational content.

18:00 - Leveraging Chat-Based AI for Content Strategy: Chat-based AI helps identify relevant topics and content preferences based on buyer intent, informing content strategy effectively.

19:30 - Brand Transformation through Content: Content is not just about tactical material; it's about crafting a unique customer experience, which contributes to brand transformation. Brands should focus on what customers think when they think of them.

21:00 - Customer-Centered Branding: Modern branding is about understanding customers and delivering value to them, shifting from merely promoting products to being customer-centered.

24:45 - ABM and Customer Success Integration: Integrating customer success representatives into ABM strategies can be highly successful, emphasizing customer needs and value delivered.

26:18 - Successful Campaign with Customer-Led Approach: A customer-led approach can result in remarkable ROI. The example of a 1300% ROI campaign illustrates the effectiveness of customer-centric marketing.

27:50 - Paid Media Distribution: Paid media channels for industrial product marketing include programmatic advertising, paid search, and LinkedIn. Understanding intent and targeting the right accounts is crucial.

29:45 - Intent-Based Marketing: ABM platforms like Sixth Sense provide insights into buyer intent, allowing marketers to target specific individuals who are actively seeking relevant solutions.

31:20 - Opportunity in Earned Media and Social: Leveraging social media for earned media can help build communities and engage with digitally-savvy buyers, especially in the absence of traditional trade shows and events.

34:00 - Missed Opportunity in Demonstrating Marketing's Impact: Industrial product marketers often miss the opportunity to demonstrate marketing's influence on pipeline, revenue, and retention. There's a need for irrefutable evidence of marketing's role in driving growth.

36:20 - Three C's of Marketing: The three essential elements in marketing are clarity (understanding customers), confidence (proving marketing's impact on revenue), and consistency (delivering efficiency while driving growth).

These insights highlight the transformative shifts in industrial product marketing, emphasizing the importance of customer-centricity, personalization, and the role of technology like AI in shaping the future of the industry.

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About Host John Bertino and TAG:

A decade spent working for marketing agencies was more than enough to know that there are too many bad agencies and not enough objective marketers within them. John launched TAG in 2014 with the mission to provide brands unbiased guidance from seasoned marketing professionals at little or no cost.

TAG advises brands on marketing channel selection, resource allocation, and agency selection to ensure brands invest in the right marketing strategies, with the right expectations, and (ultimately) with the right partners.

TAG represents 200+ well-vetted agencies and consultants across the United States and Europe.

John’s professional background and areas of expertise include: Marketing Planning, Earned Media, SEO, Content Marketing, Link Acquisition, Digital PR, Thought Leadership, and B2B Lead Generation.

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