Top Industrial Marketing Trends in 2021

Co-hosts Joey Strawn and Nels Jensen discuss trends in manufacturing and digital advertising, and how the two intersect in ways that will impact marketing stakeholders in 2021.

Links: 

5 Trends in Industrial Sales and Marketing You Don’t Want to Miss in 2021
https://industrialstrengthmarketing.com/insights/articles/5-trends-in-industrial-sales-and-marketing-you-dont-want-to-miss/

Manufacturing growth in digital spend in 2020:
https://mediaradar.com/blog/b2b-industries-increasing-spend/

Manufacturing investment in equipment in 2020:
https://www.ismworld.org/supply-management-news-and-reports/news-publications/inside-supply-management-magazine/blog/2020-10/report-on-business-roundup-september-manufacturing-pmi/

89 percent say they are not going back to old tactics:
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/survey-global-b2b-decision-maker-response-to-covid-19-crisis

Transcript

Joey Strawn: 0:00

Hey everybody, welcome back to the industrial marketer Podcast, where we are talking to tips, trends, tactics that help industrial marketers and the people that make move and manufacture this world. I am here as always, with my co host now Nels. Definitely not a Welsh Jensen. How are you my man?

Nels Jensen: 0:24

Joey, I'm doing great. Good to hear you. Good to see you and excited about another episode here of our quickly growing podcast.

Joey Strawn: 0:34

Oh, thank you. Yes. And for anyone who is a new listener this week. My name is Joey Strawn. I am the inbound marketing director at a industrial marketing focused agency. I've been colleagues with Nels Jensen for a while now. And we just love to get together and talk about what this crazy world of industrial marketing means to us and how, as industrial marketers, we can help others who have been in similar situations as us 2020 so far is off to a bang. And we are diving into really making this a strong year for the industrial and the manufacturing sectors. Last week, we talked about just what the heck is industrial marketing. Nels, so you brought one of my favorite guests who will definitely have back Virginia. This week, we're going to talk about trends that we see for this year. But now, before we get into that, what have you been up to lately? How How has this year been treating you so far?

Nels Jensen: 1:36

Yeah, it's good. You know, the agency world has some calendar specific things like client renewals, and end of year finish up and New Year projects. And it's just a lot of things happening. And that's a good be good to have. We're in growth mode. And that's a really good problem to have. We're obviously we're onto something with this industrial marketing.

Joey Strawn: 2:01

You know why? Well, that's the thing is that, you know, industrials, the work ethic of the industrials has been around for since the Industrial Revolution, there was a revolution. And it's been around, and we just we are always working and always striving. That's why we love the sector so much just because everything is always moving and building. And if we're not building it, nobody else is. So I am excited actually, to dive into this week's topic. We, you know, again, wanted to start off the year looking ahead making plans. That's one of the best things about the industrial sectors, there's always a map, there's a guy, there's a blueprint, we're always Kaizen-ing our way to something better. You know, we we want to look ahead to this year and see what we can anticipate and what we can get ahead of what we can plan for. So now, you and I have brought some different trends that we are looking forward to. So what do you what what makes you want to gravitate toward this topic,

Nels Jensen: 2:59

In a really simple through a very simple lens. And as you know, I'm a really simple guy when it comes to this kind of thing. We're at the world where we live in the industrial world, we live in the marketing world. So what trends are we seeing in the digital media world? And then we'll go over some trends in manufacturing. And then that will give us an opportunity to talk about that sandbox sandbox. What's in that sandbox?

Joey Strawn: 3:27

Yeah, I agree. I mean, on the digital side, you know, that's where I spend all my time now. So whenever, whenever whenever something new pops up, or a new avenue are a new marketing plan, or a new marketing automation system or integration between Salesforce and whatever, that's where I'm spending all my time. And so there's definitely been a lot of change in this last year when it comes to how industrials talk about themselves. And no matter whether you're in the C suite, or you're, you know, straddle in that sales and marketing fence, or you're on the ground level, you know, enacting all of this, you know, last year changed for you. I know it did, one of the biggest ones that I that I saw was just a trend across the industry was the trade shows, when put during a pandemic, there's not a lot of trade, trade shows that happen. So honestly, the zoom technologies and the video conferencing and Video Event technologies that emerged and grew and exploded last year, I see that becoming part of the norm, whether or not you know, this is the year we get back to everyone gets vaccinated, we can get back outside. I don't have that level of a crystal ball. But you know, looking ahead to see, well, even in the future, I would imagine fabtech would have some version of a virtual element that people who can't get out to the show can attend virtually, and that technology has to be integrated into their platforms into their email messages into their subscription service. As you know, virtual events and virtual event technology is something I believe is here to stay just like it's a virtual working?

Nels Jensen: 5:09

Absolutely, absolutely. Even if you're even if you're at a trade show, looking at a demo of a machine, you're going to see virtual elements to help you get through, you know, the production process and the output. Absolutely, the actual events, the virtual event world are merging in ways that we can only imagine.

Joey Strawn: 5:31

Yeah, and, and it's gonna be interesting to see what pops up. I've already seen a handful of, you know, software's that have branded themselves for this exact purpose. And so seeing the virtual event, trade con world wars that are inevitable in 2021, will be something fun to watch from the sidelines. You know, something that's been growing the past couple of years that I really think is going to just double down on itself in 2021 is video, you know, the rise of YouTube the rise of Tick tock, tick tock, don't roll your eyes too hard, guys. You know, there's there are people that are listening. But you know, the rise of video content, whether that be like we talked about in last week's episode, you know, video frequently asked questions or video testimonials from customers or video events, video tours of your shop floor, whatever it may be, the trend of creating content around a visual medium, like video is is gonna do nothing but continue and grow. I can't see a way around it. Even see, you know, systems like Facebook and LinkedIn, and and others, integrating with video to be able to hold virtual Facebook group chats or virtual watchers. And there's some of their integrated tools.

Nels Jensen: 6:49

And we'll touch on this later. But engineers who are doing initial discovery for products and operational systems video is their preferred method for learning about products. Yeah.

Joey Strawn: 7:02

Yeah. And so I can't, that there's going to just be a can that's been on my list for years, but it's gonna stay on my list this year.

Nels Jensen: 7:09

And you know, it is I think we're closing in on the tipping point where video is not a differentiator, it's a table steak.

Joey Strawn: 7:17

Yes, I agree. It's sort of like, well, you don't have a website with words on it, it's gonna be tough for you to market yourself, like you don't have video that we can see what you're doing. It's gonna be tough. You know, and in that vein, one of the things that is a trend that's coming, not only as virtual working and virtual events gets more sophisticated, but the efficiencies that our systems build into themselves systems like HubSpot, or Salesforce, or, you know, Salesforce has recently acquired a few other companies, I think, Slack, they just recently acquired slack. And so, you know, the integration of those systems is going to hopefully drive a lot of efficiencies, which will allow for companies to experiment more easily. So I think experimentation, a B testing, whether it be a B testing systems integrations or a B testing, you know, manufacturing AI, built, you know, into certain processes, experimentation with landing pages or marketing elements, it will become easier and more efficient to do that. And so I think manufacturers can lean more into that Kaizen mindset that we all love to talk about, of continual learning, and continual growth, and in an in a, in a segment around in a focus around, experimenting with the ways that you're marketing yourself. That would be and maybe that's a hopeful trend, but that's one that I would love to see us gravitate towards and adopt more.

Nels Jensen: 8:46

It's it's not hopeful at all, if you really think about one of the ironies about the industrial marketing world is that industry brought us the term Kaizen lean, and the whole continuous improvement is based in operational efficiency. And one of the ironies is that in industry, as a sector didn't apply, that hasn't applied this same mentality and approach to marketing. And that time is coming. It's not a hard sell. If you can take that home that mindset.

Joey Strawn: 9:19

No, not me.

Nels Jensen: 9:19

Well, it's part of it is, is just here showing people how these efficiencies work and showing rival, you know, you're you're so much better off if you can see what's happening through your data reporting, and through your analytics. You know, it's just, to me, I just find it ironic that the industry that brought us efficiency has been so slow in adopting to marketing efficiency,

Joey Strawn: 9:44

Right? Well, and let me give a very base level on the floor example of efficiencies, that it's the same idea and methodology and I ain't know and presence that we've had for four generations, but so The idea of reaching out to a client on their birthday or on an anniversary of when they started doing business with you, or remembering you know, their kids names, that's been part of the sales, Little Book of sales tips for years. You know, that's, that goes back to when sales first started. But that doesn't mean that you have to have 100 people sitting in a room, each memorizing sets of facts about different clients and sending them postcards on their anniversaries, you can automate the entire system, take that off an entire team, and really have someone who looks at how you move sales through a funnel. While all of those elements are taken care of efficiently, you save money, you save time you save personnel, and you still accomplish the goal of building a relationship with clients. And that actually leads me into my next trend that I think will change. And that will become more forefront this coming year is account based marketing via digital and virtual means, I really believe that we're going to be moving into a direction of it's not so much a scattershot marketing approach anymore, because the pandemic is causing budgets to tighten up, it's causing, you know, more, I guess, confidence in the sales and the leads that they chase because they don't have as much time or quite as you know, people may be sick at home. And so figuring out how to build relationships with accounts that will be profitable over the long term for clients, and realizing what tools are needed and what efficiencies are needed. I think that's going to be a big trend where a lot of people who haven't really made that jump yet, are going to either need to take some initial steps into that world, or take the plunge and really dive in headfirst. Those are kind of the big ones that that I see. And that one, that one, it may be more of a sign of the times then. And then just a natural trend that is taking hold?

Nels Jensen: 12:05

Well, I think you really hit the hammer on the nail there because one of the trends in manufacturing has to do with reshoring, and how supply chains and part of part of the reliability of local supply chains. That's a huge benefit the certainty that it brings. So there's a great opportunity for manufacturers to better match with their ideal clients. But that's a different kind of business development than there used to. You know, it, it sounds so simple, but it hasn't always been that way. And so I think the business development of the supply chain environment, if you will, is a really huge opportunity for for marketing, the account based marketing now is exactly it's you know, how do you best match what you do with what people are looking for. That's not personal sales networks. That's, that's more scouting, that's more, it just takes a different business development approach. And I think that's one trend that manufacturing, you're going to see you know, is more of that scouting, if you will, to find the best matches for your ideal client base. Two other quick trends in manufacturing, I know there's a lot of people in the marketing world who might not know a lot about industry and manufacturing, yet, maybe they've been tasked with this new account. And that's part of our audience. So you're a professional marketer, but you're not a, you know, industrial nerd like some of us. The adoption, the adoption of automation is also reaching a tipping point. But it's not in that robotic sense of the future where nobody will be on our shop floors, or it won't be running dark 24 seven, as we say, it's a much more incremental change where machines are being built to incorporate multiple applications, and where software is being developed to take the controls out of out of human hands and actually reduce human error and, and make it much more dependent upon the machine itself. And that's a really big opportunity for industrial marketers, because that's, there's more capabilities than ever in these machines. And it's the matchmaking and finding the solutions for people and understanding. So the adoption of automation is a really big trend. And another trend to is AI artificial intelligence has arrived. It's the kind of thing where a lot of people talk about it. Not that many people actually do something with it. But it speaks to what you brought up earlier, which is the is the huge growth of data. So you have all these machines talking to each other. You have the internet, think of the Internet of Things. It's now when you say

Joey Strawn: 14:57

When you say AI obviously You're talking about like Terminator, Arnold Schwarzenegger Rise of the Machines AI taking over Skynet, we should just be scared like that. That's obviously what you're referencing. or correct me if that's not exactly what you mean and define it further, but I'm pretty sure I got that right.

Nels Jensen: 15:17

You got it? Exactly right. No, okay, in many cases, how we how manufacturers, what value do they find in their data? In many cases, it's okay, so now you're getting signals from your machines that you might not be aware of that say, you know, a little preventive maintenance right now is going to be super valuable to save you from being in reactive mode, you know, a few weeks from now, when something breaks down, you know, it might be that, hey, if we were able to combine these two things, we would save exponentially on time, or we would, if we're able to do this differently, you know, the, we have more scrap and the certain material in this operation, what do we, you know, AI is just leveraging data. Yeah,

Joey Strawn: 16:03

It's it has to be tweaking, right. Speaking of data, I mean, we've worked with clients in the past, and we've worked with software that basically what the software does is look at your materials and look at your your time, your project timelines, and make sure that it's scheduled the proper way. So you don't lose time, or you don't have unnecessary downtime on machines, or you've missed shipping dates, and then you have to push, you know, the entire timelines back, because everything's relying on everything else, you know, there used to be, people would sit in rooms, and print out a giant Excel, you know, spreadsheets and put them on the wall and manage, you know, physically manage that. And there's a lot of human error a bit, you know, in that, and the humans, humans are just not able to calculate the same number of data points that we that we can have these algorithms do for us.

Nels Jensen: 17:02

Yeah. And you know, the same thing is happening in manufacturing that's happening in digital media. So your analogy about account based marketing is also true in the machine world where the end users of these machines are relying on the expertise of the OEMs to help them solve problems. And so it really does come down to relationships, just as companies are relying on us for the consultative, how do you put this to use? Right, you know, manufacturers are relying on their OEMs for, you know, how do we make get the most out of our technology? You know, it really does speak to the power of account relationships, right?

Joey Strawn: 17:44

Well, I mean, interesting intersection, you talk about account relationships, and you talk about, you know, we're always, I don't want to sound as if we're giving control to the machines, because the ability to connect with your audiences on a personal level, to personalize the experiences to make the buyers intent and journey, you know, a pleasurable and efficient one, so you can get more sales quickly. And add to that bottom line. You know, part of that is all wrapped up in some of the Digital Trends that I was talking about, like video content, is a very personable way to connect with people. And it's not all algorithms and databases and big data, it's seeing a face is triggered in our body to connect with somebody. So you know, an email isn't going to connect the same way as a personalized video message. And now there are tools where you can easily send personalized video messages to every single one of your contacts, or every single person who signs you know, a new proposal, there are ways to build in the the connection points, even in virtual journeys. Those integrations have the trend of those relationships becoming more and more important, and AI taking over some functions. It opens the door for some of these other systems and tools and sensors, and just nifty things that we've been able to create, to fill the gaps of those personal relationships to build stronger long term partnerships with prospects.

Nels Jensen: 19:22

Yeah, and and that trust and that goal, right, and that the trust extends to the expertise too, right? It's like data, this, we're collecting so much more data. And in many cases, people are overwhelmed by that data. So if you trust in your marketing partner to be able to go through your analytics, your data report and say, here's what is most important or let's turn this dial and slow down this input, trying to change that output. You know, that's the same thing that manufacturers have been going through with their equipment, you know, they're they have all these steps. sensors, there's this overload of data, and they have figured out how to harness that data. And that's kind of where we are the great one of the great opportunities for industrial marketers, is harnessing all that data that they're collecting on these, in many cases. You know, it's it's new territory, these manufacturers are not used to investing in all this digital media. So it's very powerful, that relationship is super, super important. If you're able to convert that data into useful insights for those clients,

Joey Strawn: 20:33

you know, what Nels, you just said, a very important phrase, converting all that data into useful insights. You know, what I think I'm going to take this opportunity, it's time for us to move into our second segment of working on the shop floor, and making this actionable for our listeners, we've been talking about a lot of high concepts and trends and future looks for this year. But I want to take all of that data, and I want to put our money, where our mouth is. And I want to turn that into some actionable insights for people. So for our second segment on the shop floor, let's condense these What are the five things that we can combine and figure out of where industrial and marketing and all of this come together that are that we should be paying attention to this year? And like, what what can we back it up with? What should be people? What should people care about as we go into 2021? And we plan for the best year that we can?

Nels Jensen: 21:35

Right?

Joey Strawn: 21:37

So now let's let's start with what let's just give a not in any sort of ranking order. But let's just number one, what where where should we start? What do you think is the number one trend we should be paying attention to?

Nels Jensen: 21:51

Well, digital advertising is definitely on the rise in industrial marketing. Now, a lot of that a lot of that has to do with COVID. And the pandemic. Yeah, but we actually have some stats to back it up. The industrial B2B sector was the second fastest to shift more of its spend online. Wow, between March 15, and July 1, right, trailing only healthcare.

Joey Strawn: 22:18

I hear ya.

Nels Jensen: 22:20

Yeah. Right. And that's from a report in media radar. And we will put these stats in these links in our show notes.

Joey Strawn: 22:29

So great. Yeah, I mean, yeah, every table, everything we reference,

Nels Jensen: 22:33

right, but the, you know, equipment world saw its buys increased by 44%. During that time period, that's, that's a really big lift for an immediate response. And that's not going to change. We've talked before about how, you know, industrial marketing is evolving and becoming more digital all the time people. You know, our sector was increasing digital spend 22%. In projected anyway, so right.

Joey Strawn: 23:07

Well, and a lot of talking about a lot of what we were talking about earlier, is this is you know, the rise in video conferencing spend the rise in digital spend to connect with your audience like, yeah, that's, that is going to be the trend this year is we are going to see companies have to spend more and increase what they're doing in the digital worlds, whether that be advertising infrastructure, or or you know, anything else. But yes, definitely. Those connection methods. I think there's a way around it.

Nels Jensen: 23:38

you referenced it earlier to digital ads are a really important touch point with the buyers who are spending more time working at home on computers.

Joey Strawn: 23:47

Mm hmm.

Nels Jensen: 23:47

Pretty simple, actually. Right?

Joey Strawn: 23:49

Pretty simple. Okay, I can I can agree with that one. That one's a big one. What do you what's number two?

Nels Jensen: 23:56

Number two, now,

Joey Strawn: 23:56

There wasn't a trend that we need to focus on.

Nels Jensen: 23:58

So you know, the b2b, b2b digital sales in e commerce, they're here to stay. You know, there are a lot of industrials who were like, you know, do we really need an e commerce site? And the answer is crystal clear. Now, Yes, you do. And in fact, we were working with a client we are working with a client who is in the protective coatings, you know, industrial finishings business, and they actually have competition from Amazon. if for no other reason than sum of the parts, Amazon will deliver parts and equipment delivers them for free. And if you're not used to if you haven't figured out the scale of shipping parts and equipment, you know that shipping is a cost that you're passing on to your customers. Yeah, but it's but it's also really just it's just like everything else. You know, when when

Joey Strawn: 24:55

A surgeon gets it even gets more complicated, but if You're in a distribution network. And so you sell through distributors, and are having to manage or keep track of how they're presenting your product. So maybe you have an agreement where you're not allowed to create your own e commerce store, and you have to facilitate your revenue through other people commerce store, well, in today's world, that ownership or that management ability has to be a lot stronger, you have to be able to reach out and say, I'm going to provide you with these assets, I'm going to provide you with these workflows, I'm going to provide you with these emails, because we have to be able to connect these dots, because more and more of our business is being handled outside of our control. Yeah. And the more data that we have about that the more proactive companies can be. I mean, you mentioned the term earlier, and let's apply it to digital marketing. Let's provide some preventative maintenance to what we're doing. Let's not have a huge sales problem. A quarter after we know that we're in the red, let's know that we have a problem in our sales pipeline before it becomes the revenue issue.

Nels Jensen: 26:05

Right? Absolutely. And in fact, here's another stat for 89% of the industrial marketers. In this particular survey, again, I'll put the details in the show notes. They developed new digital selling models, right. And 89% there say they are not going back to their old tactics, and they will retain these tactics after the pandemic ends.

Joey Strawn: 26:30

So But wait, but but but wait, now, what all we've been hearing, and all that we know is that everything has been terrible. For because of the pandemic. Are you telling me that that some people are doing okay.

Nels Jensen: 26:43

Oh, in, in manufacturing? Yeah, this is. So you have to be careful here. Because, you know, let's not forget the ultimate tragedy of the pandemic, and the public health issues and everything like that. But yeah, there are certain manufacturing sectors that are booming. And that is a very clear trend. And if you think about it, if I told you that packaging was on the rise, if you just think about Amazon, and single use food containers, you would think, yeah, somebody, somebody's making money off of that world. So another area that's high growth is what we call medical disposables, that single use. So and that is, if you think about vaccines, right?

Joey Strawn: 27:33

Well, and that's probably something as a part of this supply chain that people don't really think of, you know, everybody you hear, oh, well, why can't they just get the vaccines out to everybody super fast. And you don't think of all the other companies that are connected in that supply chain of will they have to be transported in this type of container?

Nels Jensen: 27:52

Yeah, or who's or who's making this type of little vial, or who is right making the equipment that's used, you know, in that production process, you know, it's medical, and not just vaccines, PPE, it's like China produced, you know, more than 50% of the world's PPE prior to the pandemic, and then they took it all for themselves early on, that the supply chain for PPE has been totally reinvented in this company, it's still not adequate, yet, there's still some things that they're still working through. But that is not going back to Asia, that will be done here, moving forward. And so that there are plenty of examples of that where manufacturing is booming in that regard, and food and beverage there, you see a lot more evolution, if you will, in food and beverage, and that has been an opportunity for manufacturers, and even some heavy equipment, transportation. You know, one thing that I find interesting, you hear a lot, you know, aviation is currently you know, if you if you were a frequent flyer, before, you probably aren't now, the travel industry has been devastated. But also when it comes back, you're going to have more regional jets than ever, and there's actually reduction is actually on the increase related to like regional jets and a lot of heavy equipment things. So there's plenty of opportunity in manufacturing, and that's one trend. That is an opportunity. If you are aligned with any of those. There's there's a very significant industrial marketing opportunity.

Joey Strawn: 29:32

Yeah. That's great. Well, let's see what that's that's three trends. We've got two more that we need to get people to pay attention to. What would you say is the fourth one?

Nels Jensen: 29:40

Yeah, so we touched on this earlier when you were talking about video manufacturing, content marketing, that is definitely maturing. So you need searchable content on your website. You know, if you're if you're making widgets, or you're making tools or whatever that's related, you know, people still want to find they can't go to a trade show. More, but they still want to find your product and services? How are they going to find it? So the content on your website is, is way more important than it's ever been? And that's where content marketing, that's one of those other just naturally follows suit if I, if I can't see it, touch it and feel it, how am I going to learn about it?

Joey Strawn: 30:18

Well, and, you know, talking about the intersections that we were earlier, I think that this will grow, mainly because our abilities to do cool things or good things with that will grow as well. So imagine the the impact it could have if, you know, Derek has been on your site, and has checked out your your blog post on, you know, hydroforming techniques, you know, for for the agricultural industry. And then the next time Derek comes to your site, a little pop up, comes up and says, Hey, Derek, you know, we published a part two of that article, and then shows him that article. That's a great experience. And that's someone who will then come back to your site and up. Turns out Eric is an engineer or procurement manager for an agricultural firm, and you guys are now on the list for a new contract that they just got to manufacture, like being in those people's headspace and being able to connect and bring dynamic, personalized, effective content to the right people, when they come to your site to keep them coming back. Is it has to mature along with, you know, it along with the CRM, you know, and how how detailed you can be in a contact record, you know, what all has to match? Yeah, yeah. Well,

Nels Jensen: 31:32

and it does, and it you know, don't dismiss the possibility of influencers. Right, yeah. So you have you have people who may be able to help you sell your, you know, industrial products and services, writers, there will definitely that will evolve, there will be influencers in our sector. And that in the fifth round is our fifth trend. Fifth trend, even job shops are investing in marketing. Right? Yeah, just eat everywhere. Yep. And, and part of it is just we touched on the the business development opportunities, how do you find ideal clients? And part of it is even something like recruitment? How do you find people to, you know, come help you with your workforce. So it is, you know, marketing is not a differentiator for job shops. It's not something like, you can't rely on the old networks anymore. So yeah, even small shops are investing in marketing. That's, that's the trend. And that's opportunity for marketers, right?

Joey Strawn: 32:35

I mean, it is, and it's an opportunity for people to understand, you know, when people are people like me, I guess, drop terms like SEO, or search engine optimization and visibility. Ultimately, what we mean by that is, people are looking for your types of solutions in different ways. And we want to make sure that you are visible in those ways. Imagine if the Yellow Pages included the entire world? Where would how would people find you and on what page, I want people to find you and on the right page. And that's, you know, that's the interconnection of all of this as being able to, you know, not only know who your customers are, know where they are, but then present yourself in the most favorable way to them there. That's, that's always been what this game is about. And so that trend AI is just going to evolve into, I think what you're talking about now. So I think that I think those are great. I mean, so if people are paying attention to how digital spend is rising and acknowledged the need for a digital spend increase, or focus, that's going to be important. Number two, if they're realizing that some version of connection and sales and account partnership, through digital channels is here to stay, that's gonna be a big move in the right direction, connecting with booming sectors. Number three is looking for those sectors that are benefiting from these changing times in these current conditions, and aligning yourselves and your opportunities there. And number four, manufacturing, on the sophistication of what we're doing here in the industrial sectors, whether it be the sophistication of the partnerships, the content that we're making, the connections that we're making, or the tools that we're using. And then And then number five, is the investment in marketing across the board through digital means whether it be bizdev job shops, recruitment, connecting with your audience's virtual trade shows, or whatever it may be, is, is grasping those and realizing that those are on the rise. Now as you dropped a lot of stats as we were talking and those will all be in the show notes and then the follow up article, but is there anything you want to kind of add to this before we close out today?

Nels Jensen: 34:54

No, I mean, that was a that was a great recap of those trends and what the trends really speak to you know, is Is the connectivity the relationships, right? connecting with the right people and then connecting the data to the output. So it's really all about those two connections.

Joey Strawn: 35:15

So if there's one macro trend, it's all about figuring out how to connect us with them the best way and that's what really this whole show is about analysis, bringing people together, building communities, connecting those dots after digital methods, if you will. So wherever you're listening to this, so we appreciate it. Be sure to like and subscribe to the podcast however you listen to podcasts, Stitcher, Apple podcasts on your computer through your mom's friend, it doesn't matter however you're listening, subscribe, give us a like give us a positive review and share with your friends. If you want to get more information, check out the website, industrial marketer comm or subscribe to our newsletter. We're getting deep deep in, in depth articles, they are case studies. You can talk to experts, just make sure you're connecting with us. If you're in this world, however, you come to industrial marketing. Let's make sure we come together and we grow this together. So now, it's always a pleasure to join you. And I can't wait until next week when we get back to talk more information and helpful tips tricks and trends for these industrial marketers and flowers.

Nels Jensen: 36:23

Thanks a lot, Joey. Thank you to all the listeners as well.

Joey Strawn: 36:28

Bye, everybody. See you next week.