The Marketing Schematic
Welcome to The Marketing Schematic, the podcast that dives into the rapidly transforming manufacturing industry, and how sales and marketing teams are driving forward. In each episode, we discuss marketing, business, or operational trends in manufacturing, and talk to subject matter experts on what they're doing to stay ahead of it all.
Episodes
In this episode of The Marketing Schematic, join hosts Ann Cotter and Chad Spaude as they explore how marketing for manufacturers has evolved over the past 12 years.
They discuss how marketing has shifted from a transactional, checklist item to a data-driven, strategic revenue driver. They also share predictions for the future, including the impact of AI, and offer timeless advice for "future-proofing" your marketing effo...
Marketing shouldn’t feel like juggling mismatched pieces. In this episode of the Marketing Schematic, Anne and Andrea break down why piecemeal marketing stalls growth - and how a cohesive, data-driven strategy can finally get all your efforts working together toward measurable results.
Discover how to build a unified marketing strategy that works. In this episode, we share tips to eliminate silos, align your ef...
Ever feel stuck between knowing what your competitors are doing and figuring out what you should do next? In this episode, we break down how to run a smart competitive audit that inspires—not imitates. Learn how to uncover real insights, identify gaps in your strategy, and lead the pack instead of playing catch-up. If you're in B2B marketing and ready to move beyond the copy-paste approach, this one’s for you.
Is SEO dead in 2025? Think again!
Join Anne Cotter and Andrea Yank as they dive into how AI is transforming the world of SEO and organic traffic. Discover why Google impressions are up but clicks are down 30% , and what "Generative Engine Optimization" (GEO) really means for your content strategy. Learn how to leverage AI to your advantage and shift your focus to the KPIs that truly matter for conversions. If you're wondering how t...
In this episode, Justin Kerley and Chad Spaude talk through the details of Top Floor's upcoming acquisition of Concept Co. - effective May 1, 2025.
Here's to a bright and exciting future!
Learn more about the acquisition, here.
In this episode of The Marketing Schematic, we sit down with Dylan Pieri, Executive Producer and Co-Founder of Digital Alliance Productions, to explore effective video marketing strategies specifically for the manufacturing industry. Discover the different types of video content that resonate with B2B audiences, learn the ins and outs of the video production process, and gain actionable insights on how to leverage video to enhance ...
Join us as we explore the intricate world of brand unification with marketing expert Angela Halverson. In this episode, we’ll delve into the strategies, challenges, and best practices for successfully merging multiple brands into a single, powerful entity.
With her wealth of experience, Angela will share valuable insights on:
- The Strategic Approach: Understanding the key factors to consider when planning a brand unification. ...
In this episode of The Marketing Schematic, we dive deep into the world of manufacturing with two experts from National Exchange Bank and Trust, Dave Mohorich and Glenn Stadler. They share insights into the unique challenges and opportunities facing Wisconsin manufacturers, from automation and labor shortages to real estate expansion and generational transitions.
Discover how National Exchange Bank is supporting these businesses wi...
In this episode of The Marketing Schematic, we dive deep into the brand segmentation journey of Information Systems Engineering (ISE). Join us as we chat with ISE's Director of Marketing and Communications, Erin Bonde, and President, Jay Gentle, about their process of identifying target audiences, developing distinct brand identities, and launching a new website for their manufacturing execution system (MES) product, MV2. Learn...
In this episode, learn how to craft a unified digital marketing strategy that gets results for your manufacturing business.
You'll discover:
- Why ditching siloed marketing is crucial for a smooth customer journey
- How to map your ideal customer's buying process for manufacturing products
- Which digital channels (SEO, PPC, social media, email) to use at each stage
- How to leverage data from paid search to inform SEO and...
This episode of tackles the specific challenges of launching industrial products. We're joined by Stu Accola, a B2B marketing expert with over 15 years of experience guiding industrial companies through successful product launches.
Stu will shed light on the common pitfalls that can derail your launch, and equip you with the strategies you need to make a splash. Learn how to:
- Avoid mistakes that can sink your product
In this episode, we dive deep into the world of eCommerce for manufacturers. We'll explore why more and more manufacturers are embracing online sales channels, and equip you with a practical guide to get your business eCommerce-ready.
We'll cover key areas like:
- The compelling reasons manufacturers are turning to eCommerce
- How to develop a winning eCommerce strategy
- Choosing the right technology to support your onl...
Feeling the lead gen pinch? In this episode, Anne, Justin and Chad will guide you through a powerful DIY Lead Generation Audit, helping you identify leaks in your sales funnel and maximize its potential.
We'll break it down step-by-step, covering:
- The Big Picture: What are we reviewing, and why is this audit so important?
- Knowing Your Enemy: How to gather intel on your competitor's marketing and lead gen strategies (...
This episode is a recording of our recent virtual workshop, "Manufacturing Growth: A Roadmap to Your Digital Strategy."
Join Andrea and Anne as they dive into how to leverage digital channels to:
- Conduct effective audience research to understand your target market.
- Utilize data from digital tools (both first-party and third-party) to set achievable goals for your virtual strategy.
- Continuously measure and adapt yo...
Building a website is a journey, not a destination. Choosing the right partner is crucial for a successful outcome. This episode equips you with 12 essential questions to ask potential website partners before you sign on the dotted line.
Key Questions Covered:
What does your typical project team look like?
Do you outsource any component of the work that goes into our project?
What sets your solution apart from ...
This episode dives deep into the essential steps for planning your new manufacturing website. We'll guide you through the key considerations you need to make before diving into development, so you can build a website that attracts, informs, and converts your ideal customers.
Here's what you'll learn:
- Figuring out your WHY: What are your goals for your website? How will it support your overall manufacturing strateg...
In this episode, we delve into the exciting world of fostering thought leadership within manufacturing companies. We explore how to empower your shop floor employees to share their valuable insights and expertise, transforming them from production line heroes into industry thought leaders.
Key Takeaways:
- Discover the hidden potential for thought leadership within your manufacturing workforce.
- Learn practical strategies ...
In this episode, we are joined by Jim Mayer, host of the Manufacturing Culture podcast. Jim is your answer to turning a “just okay” workplace environment, into one where everyone thrives. Founder of TCO Strategies, Jim uses his 20 years of skilled trades experience to offer culture consultations, interviews, and strategies to turn manufacturing companies into workplaces that thrive on motivated people and innovation. Beyond the off...
In this episode, we discuss the importance of tracking ROI in (digital) marketing, what metrics to look at, how to attribute them, and how financial metrics can help you calculate your ROI. We also discuss the metrics that matter most to your stakeholders to help you generate buy-in.
The 2023 Wisconsin Manufacturing Report identified "new market growth" as the number one revenue driver manufacturers predict in the year ahead. In this episode, Andrea Yank and Anne Cotter discuss how digital channels can be used to investigate new market landscapes including audience, competitors, and trends.
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