Episode 67 - Marcus Sheridan on Endless Customers, Trust, Marketing, Sales & Video - Industrial Growth Institute

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Episode 67 - Marcus Sheridan on Endless Customers, Trust, Marketing, Sales & Video

July 2, 2025 • 79 mins

Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers"

Summary

Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space.

In this marketing podcast conversation, they discuss the 'Pride Cycle' and how businesses can navigate challenges by embracing change and innovation. Marcus shares insights from his books "They Ask You Answer" and "Endless Customers", including:

the need for companies to adopt a media mindset
the importance of video for marketing and sales
how AI is changing buyer behaviors
why "Our industry is different" is so dangerous
the compelling need to differentiate through your marketing and sales

The conversation highlights the significance of building a known and trusted brand in a rapidly changing market, navigating a Zero-Click world where buyers use LLMs for research, and the universal appeal of Marcus' simple approach, regardless of industry.

Takeaways

Content marketing has evolved significantly over the years.
The industrial manufacturing space often feels unique, but principles of marketing apply universally.
Four pillars of building a Known and Trusted Brand include: Say what others won't, Who what others won't, Sell in a way others don't, Be more human
AI is reshaping the business landscape for marketing and sales
The importance of executive sponsorship
The Pride Cycle illustrates the need for continuous effort in marketing and sales.
Transparency in pricing builds trust and differentiates businesses.
Video marketing is crucial for modern engagement and brand building.
Big 5 video types include Cost & Price, Problems, Versus & Comparison, Reviews, and Best in Class
The buyer's journey has changed; companies must adapt to new consumer behaviors.
Why every company needs to think of themselves as a media company.
Building trust is essential in a market with a significant trust deficit.
Corporate speak works reduces credibility
How Salt Water Fishing University is an outlet but also a deliberate learning experience for Marcus
Sales and marketing must work closely together to succeed.
Embracing the grind and treating marketing as a priority is vital for long-term success.
Sales must use video as well
The importance of sales process, coaching and role playing