DigitalituM Podcast Episode 16 - Ed Marsh - Ed Marsh Consulting - Rethinking B2B Sales in Manufacturing with Ed Marsh Artwork

DigitalituM Podcast - At the Intersection of Manufacturing and Digital Transformation

Manufacturing has its challenges. Digital Transformation has its challenges.

Welcome to the DigitalituM Podcast, where we delve into the intersection of manufacturing and digital transformation.

Manufacturing, a cornerstone of our global economy, faces various challenges—from optimizing production processes to ensuring quality control and maintaining a skilled workforce. In parallel, the digital transformation journey presents its own set of hurdles. Integrating new technologies, managing data, and fostering a culture of continuous improvement are just a few of the obstacles companies encounter.

In this biweekly podcast, we'll discuss these problems and, more importantly, the solutions making a real difference on the shop floor. We'll dive into how cutting-edge digital technologies like Augmented Reality (AR), Virtual Reality (VR), the Internet of Things (IoT), and Artificial Intelligence (AI) are being leveraged to address specific use cases. Whether it's enhancing training programs, improving machine maintenance, or optimizing production workflows, these technologies pave the way for smarter, more efficient manufacturing operations.

In the DigitalituM Podcast, we introduce you to some of the industry's leading voices and peers at the forefront of this digital revolution. They'll share their insights, experiences, and the transformative impact of digital tools in their respective fields.

So, please sit back, relax, and join us as we explore the intersection of manufacturing and digital transformation.

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DigitalituM Podcast - At the Intersection of Manufacturing and Digital Transformation

DigitalituM Podcast Episode 16 - Ed Marsh - Ed Marsh Consulting - Rethinking B2B Sales in Manufacturing with Ed Marsh

April 18, 2025 • Season 2 • Episode 16

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Beyond Specs: Rethinking B2B Sales in Manufacturing with Ed Marsh

🔧 Episode Summary:
In this episode of the DigitalituM Podcast – at the intersection of Manufacturing and Digital Transformation, host Markus Rimmele welcomes Ed Marsh, an expert in B2B industrial sales and global market strategy. Together, they explore how traditional manufacturers—especially German and European capital equipment builders—struggle with modern sales practices in the U.S. market and what to do about it.

Ed shares stories and proven frameworks from his decades-long experience working with Mittelstand companies and global manufacturers. From cultural differences and buying behaviors to digital disruption, sales enablement, service transformation, and trade shows—this episode is a must-listen for anyone in industrial sales, marketing, or leadership.

🎯 What You’ll Learn in This Episode:

Why many European manufacturers fail in the U.S. market—and how to succeed
The difference between selling specs and selling outcomes
Why marketing must handle 67% of the buying journey before sales ever get involved
How AI, LLMs, and content formatting are changing industrial buying decisions
The myth of "qualified leads" and the hidden value of early relationship building
The role of service teams as potential revenue generators
How proactive service models and predictive maintenance shift the business model
Why your trade show leads don’t convert—and how to fix it
The importance of cross-industry partnerships in building long-term trust
A new way to recruit and evaluate superstar industrial salespeople (hint: it’s not resumes)

🧠 Key Quotes:

“German manufacturers bring rigor to engineering and production—but often a casual attitude to sales.” – Ed Marsh“Buyers don’t buy because of speed or specs. They buy because of business outcomes.” – Ed Marsh“97% of your target market isn’t buying right now. You need to be part of their 97% thinking.” – Markus Rimmele

🌍 Guest: Ed Marsh
Ed Marsh is a B2B revenue growth consultant, speaker, and founder of Consilium Global Business Advisors, helping mid-market industrial companies grow through modern sales and marketing strategies. He’s also the host of the “Signals from the OP” podcast, focused on strategic B2B growth.

🔗 Ed Marsh on LinkedIn
🌐 Consilium Global Business Advisors
🎧 Signals from the OP Podcast

👤 Host: Markus Rimmele
Markus is the Managing Principal of DigitalituM, a boutique consultancy helping European and U.S. manufacturers embrace digital transformation with tools like AR, VR, IoT, AI, MES, and Predictive Maintenance. He’s passionate about cross-cultural success, smart field service, and sales enablement in manufacturing.

🔗 Markus Rimmele on LinkedIn

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Stay tuned for more inspiring conversations about manufacturing and digital transformation. Also, remember to follow and subscribe to the DigitalituM Podcast for exclusive insights from industry leaders and innovators.

We appreciate your likes and comments. If you feel you can add value to this podcast series and want to be our guest, send an email to Sales@DigitalituM.com

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Markus Rimmele

Host