Marketing to Complex Industries
17 episodes - English - Latest episode: over 2 years ago -In B2B marketing, change is the one thing you can always count on. Marketing to Complex Industries features conversations about current topics, challenges and opportunities in industrial marketing across a variety of industries. Presented by Godfrey, a full-service B2B marketing agency.
Homepage Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
Turning ESG Data Into Intelligence – A Chat With Paul Shahriari, Chief Innovation Officer and Founder of Ecomedes
October 21, 2021 18:11 - 53 minutes - 49.7 MBPaul Shahriari, Chief Innovation Officer and Founder of Ecomedes, sat down with Godfrey Vice President of Creative Scott Trobaugh and Senior Strategist Donna Harris to talk about Environmental, Social and Governance (ESG). ESG has gone beyond simply being a buzzword — now B2B brands increasingly view it as a core value, intended to serve as an integrated part of their offering to customers, employees, investors and other stakeholders. In this episode, Paul brings his two decades o...
Making First Impressions Soar: Pixelle Specialty Solutions Director of Marketing Heath Frye Chats B2B Marketing
September 14, 2021 16:37 - 50 minutes - 46.2 MBHeath Frye, director of marketing at Pixelle Specialty Solutions, sat down with Godfrey Vice President of Creative Scott Trobaugh and Strategist Alison Fetterman to talk about his B2B marketing experiences and share his advice for B2B marketers. When it comes to building strong brands and launching new products, Heath certainly has expertise to share. Over the past few years, Pixelle, one of the largest and fastest-growing manufacturers of specialty papers in North America, spun o...
Let’s Talk Innovation: A Chat With Marketing & Innovation Strategist, Keynote Speaker & Best-Selling Author Carla Johnson
May 26, 2021 19:53 - 50 minutes - 46.5 MBEverybody can be an innovator! Keynote Speaker and Best-Selling Author Carla Johnson shares her insights into empowering innovative thinking across an organization instead of siloing it to creative or research and development teams. In this episode, Carla talks about how to turn “what if…” and “let’s pretend…” into a systematic approach that helps organizations build an innovation ecosystem. From reminding us to connect the dots like we did as kids to building a framework that ...
Let’s Talk Social Media: It’s a Marathon, Not a Sprint — A Chat With Social Media Manager Emily Spillar
May 11, 2021 02:05 - 36 minutes - 33.6 MBGodfrey’s Social Media Manager Emily Spillar talks about the latest B2B social media trends and what B2B marketers can expect in the future. Listen in to hear her perspective on the importance of remembering “it’s a marathon, not a sprint.” Join us as Emily chats with VP, Creative Scott Trobaugh about: the growth of social media and the increased focus on “in the moment” and real-time social media applications the relevance of the newest platforms, such as Clubhouse and TikTok...
Let’s Talk Public Relations: A Chat With B2B PR Pro Melissa Einfrank
April 19, 2021 17:06 - 46 minutes - 42.6 MBMaking connections. Building relationships. Sharing helpful expertise. Public relations professionals work hard to become trusted resources. Godfrey’s Senior Public Relations Manager Melissa Einfrank shares her insights on the latest hot topics in public relations — from influencer relations to employee advocacy to reputation management and more. Join us as Melissa chats with VP, Creative Scott Trobaugh about: What exactly is public relations? How would you describe influence...
Let’s Talk Brand Community: A Chat With Matt Snodgrass of MarketingProfs
March 25, 2021 21:11 - 57 minutes - 52.7 MBBuilding and engaging a brand community matters — now more than ever. In advance of MarketingProfs’ April B2B Forum, MarketingProfs Director of Community Matt Snodgrass shares his insights on building a community and hosting engaging virtual events. Join us for this fun conversation as Matt chats with VP, Creative Scott Trobaugh and Executive Creative Director Cliff Lewis — and turns the tables on our hosts and asks a few questions of his own.
Let’s Talk Data Privacy: Importance of a Data Strategy in a Changing Digital World
March 16, 2021 20:41 - 41 minutes - 57.4 MBGodfrey Marketing Technologist Tyler Lowry joins Executive Creative Director Scott Trobaugh to discuss how data privacy laws are causing B2B marketers to re-evaluate their data strategies to focus on zero-party and first-party data. Zero- and first-party data can be more powerful, and it provides the opportunity to consider more strategic ways to provide great, personalized digital experiences for end users.
Let’s Talk Architects: A Chat With Dean Horowitz from commARCH
February 23, 2021 19:56 - 57 minutes - 79.6 MBChief product officer and president of commARCH, Dean Horowitz joins Creative VP Scott Trobaugh to chat about the power of architecture and its leadership in human-centric design. He also reveals phase one of what he calls “the biggest idea to ever hit B2B media” from commARCH, taking place with the City of Chicago and the University of Illinois.
Planning B2B Marketing in Uncertain Times
January 11, 2021 16:57 - 38 minutes - 53.1 MBThe pandemic has created a new normal that’s also given rise to new marketing. In this episode, Godfrey President Stacy Whisel joins Scott to share insights and tips on how to pivot your B2B marketing planning for these uncertain times.
Use Humor to Boost Engagement in Your Content
December 18, 2020 18:58 - 44 minutes - 61.5 MBCreating humorous B2B content means taking a risk — but when done correctly, it can pay off with more impressions, increased engagement and even brand fandom. Join us as we talk about ways you can bring the funny to your marketing.
Understanding SEO (and how to make it work for you)
August 13, 2020 12:25 - 46 minutes - 86.1 MBWeb presence is vital to your business, but that alone isn't enough to get you seen. Godfrey's Digital Marketing Managers Kate Scheib and Kayla Soders join us to talk about how to make sure your content is working as hard as it can to drive traffic your way. We'll also find out what makes a Digital Marketing Manager's job fun and different every single day.
How to Keep New B2B Video Content Rolling During COVID-19
July 01, 2020 14:00 - 34 minutes - 48 MBWhether you’re challenged with working remotely or dealing with reduced budgets, producing fresh B2B video content isn’t as hard as you think—despite the COVID-19 pandemic. Join Vice President of Creative Scott Trobaugh and Senior Video Producer Tom Gorman as they discuss video ideas that keep content rolling and resonate with your complex audience. To learn more, read Tom’s blog post, "7 Ways to Keep New B2B Video Content Rolling During COVID-19." “Marketing to Complex Indus...
B2B Marketing in the Pandemic: Everything We've Learned so Far
May 08, 2020 16:00 - 51 minutes - 71.4 MBThe world is changing fast, and B2B marketing is no exception. If there's ever been a time for agility and adaptability, it's now. So, how can we do it? How can our marketing teams continue to demonstrate their worth with closed corporate offices, canceled trade events and one-on-one sales interactions relegated to the virtual realm? Scott, Cliff and Josh discuss what they've been exploring and documenting in their three recent blog posts on the subject. Read Scott's blog post, ...
The Intangible "Gifts" on Your B2B Customer’s Wish List
May 08, 2020 15:00 - 30 minutes - 41.7 MBIn the world of B2B marketing, gift-giving can be a powerful way of strengthening business relationships and demonstrating your dedication to individual customers, but some gifts carry more meaning than others. In fact, according to Senior Copywriter Matthew Kabik, the intangible gifts of care and attention are the ones that your customers may value most. To learn more, read Matthew's blog post, "4 Great Gifts for B2B Customers, No Matter the Season:" https://www.godfrey.com/ins...
What We Learned at the 2020 Marketing to Engineers Conference
May 08, 2020 15:00 - 39 minutes - 53.7 MBFor industrial B2B marketing nerds like us, The annual Marketing to Engineers conference (hosted by CFE Media) might as well be a holiday. The 2020 event was held virtually but still packed as much highly applicable marketing knowledge as we've unearthed at past events. Scott Trobaugh chats with VP, Director of Business Development Josh Albert, Executive Creative Director Cliff Lewis and Director of Strategy Alison Fetterman to discuss the pros and cons of virtual events and what th...
How to Start a B2B Marketing Podcast in 24 Hours
May 07, 2020 14:00 - 26 minutes - 23.9 MBWe wanted to know: Is it possible to create an original B2B marketing podcast without spending months in planning and preproduction? Apparently, it is. In less than 24 hours, we planned, recorded and edited this premiere episode of “Marketing to Complex Industries.” Join Executive Creative Directors Scott Trobaugh and Cliff Lewis as they walk through the basics and explore the format in real time.
Delivering a Confident B2B Message During the Pandemic
May 07, 2020 14:00 - 23 minutes - 37.6 MBB2B brands around the world are racing to adapt their messaging in the face of a global crisis. Since many of us have never lived through anything quite like this before, there's no simple playbook to give us all the answers. But B2B marketers in complex industries have communicated through crises large and small for quite a long time — and there's plenty to learn from our past in the face of an uncertain future. Scott Trobaugh talks to Director of Public Relations Steve Graham and ...