industrial marketing

Making 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 influencer relations? Who is an influencer and/or a micro-influencer? How do you find them?
• What are you hearing from trade editors — how do they like to receive information?
• What are steps B2B marketers can take to build out employee advocacy as part of their PR portfolio?
• How does social media tie in with public relations?
• What do you recommend to companies for reputation management? 
• How have companies been compensating for not being able to be in-person because of the pandemic? 
• How have PR tactics shifted as events turned virtual?

Additional resources:

• To read more about influencer relations, check out “Influencers: Don’t Try Marketing to Complex Industries Without Them” from Godfrey PR Director Steve Graham.
• To learn more about the trade editor survey: “Unprecedented Times Take Toll on Trade Journalists.”

About Melissa & Scott:

• Melissa Einfrank, Senior Public Relations Manager: As a senior public relations manager at Godfrey, with around 15 years of combined B2B and B2C public relations experience, Melissa has walked both red carpets and factory floors and worn both sunglasses and safety glasses in pursuit of excellence for her clients. 
• Scott Trobaugh, VP, Creative: Scott leads teams in creative problem solving with the goal of tethering outlandish ideas to workable business realities.

Building 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.

Godfrey 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.

The 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. 

Creating 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.

 Why are industrial marketers hesitant to add videos and podcasting to their content mix, even when trends show that technical buyers are seeking this content more than ever? Learn how to overcome obstacles to make it happen.

Web 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.

Whether 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 Industries” is presented by Godfrey — a B2B marketing agency for industries like yours. Godfrey is built for technical products, discerning buyers and intricate buying cycles. For more information, visit www.godfrey.com.

The 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, "Coronavirus Event Cancellations: How to Maximize Trade Show Investments:" https://www.godfrey.com/insights/events/coronavirus-cancellations-how-to-maximize-trade-show-investments 

Read Cliff's blog post, "5 Ways to Retrofit Your B2B Product Demos for the Age of Social Distancing:" https://www.godfrey.com/insights/sales/5-ways-to-retrofit-your-b2b-product-demos 

Read Josh's blog post, "How B2B Marketers Can Help Industrial Sales Adapt to Remote Selling:" https://www.godfrey.com/insights/sales/remote-selling-how-can-marketers-adapt 

“Marketing to Complex Industries” is presented by Godfrey — a B2B marketing agency for industries like yours. Godfrey is built for technical products, discerning buyers and intricate buying cycles. For more information, visit www.godfrey.com.

In 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/insights/customer-journey/4-great-gifts-for-b2b-customers 

“Marketing to Complex Industries” is presented by Godfrey — a B2B marketing agency for industries like yours. Godfrey is built for technical products, discerning buyers and intricate buying cycles. For more information, visit www.godfrey.com.

For 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 they learned at Marketing to Engineers 2020.

“Marketing to Complex Industries” is presented by Godfrey — a B2B marketing agency for industries like yours. Godfrey is built for technical products, discerning buyers and intricate buying cycles. For more information, visit www.godfrey.com.

We 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.

B2B 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 Director of Strategy Alison Fetterman to find out how B2B marketers can confidently advance their brand story in times like these.

To learn more, read Scott's blog post, "Adapt Your B2B Messaging During COVID-19:" https://www.godfrey.com/insights/content/how-to-adjust-your-messaging-during-covid19   

“Marketing to Complex Industries” is presented by Godfrey — a B2B marketing agency for industries like yours. Godfrey is built for technical products, discerning buyers and intricate buying cycles. For more information, visit www.godfrey.com.

As marketers, we are always on the lookout for new ways to add value to the buyersexperience and if possible shorten the sales cycle for our own companies. If you are a manufacturer of electronic or industrial parts, you may want to consider adding CAD content to your marketing mix. In this episode you’ll hear some suprising data around just how much engineers value this type of content, and the stats around conversion to purchase are staggering.