The Industrial Marketing Plays That Still Work

Marketing and sales are changing fast, and a lot of the tactics that worked a few years ago need a different approach today. In this episode, I break down what's actually working across LinkedIn, search, paid media, outbound email, and trade shows—and where I see industrial companies making the biggest mistakes.

I explain why building your personal LinkedIn network is still one of the most effective ways to connect with decision-makers, even if company pages make it difficult to measure direct lead generation. I also cover the shift from traditional SEO to Answer Engine Optimization (AEO) and what manufacturers need to do to ensure their content gets surfaced by AI platforms like ChatGPT, Claude, and Gemini.

We also discuss why paid advertising requires constant optimization, how AI-generated search experiences are changing demand generation, and why email marketing still works—provided you focus on deliverability and make it part of a coordinated outreach strategy that includes phone calls and LinkedIn.

Finally, I share how trade shows have evolved. Today, the companies that generate the best ROI aren't waiting for attendees to stop by their booth—they're booking meetings weeks or months in advance and treating trade shows as part of a larger outbound sales campaign.

If you're responsible for growing sales in manufacturing or industrial markets, these are the strategies you need to be thinking about today.

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