Episode 10

full
Published on:

20th Jan 2025

Optimizing B2B Marketing Strategies with AI and Fractional CMOs with Katie Smith

Connect with Katie Smith: https://www.linkedin.com/in/katiesmithwildpath/

On this episode of the Manufacturers Network Podcast, Lisa dives into the evolving landscape of manufacturing marketing with Katie Smith, founder of "Follow the Wild Path" and seasoned fractional CMO. This episode dissects the intersection of AI technology, CRM systems, and strategic marketing within the manufacturing sector, providing invaluable insights for business leaders and marketing professionals.

Show Highlights:

1. Importance of Targeted Content in Conferences:

  • Discover how
  • tailored marketing content
  • can significantly enhance engagement at industry conferences. Katie emphasizes the role of adaptive strategies that cater to specific audience segments.

2. Integration of AI and CRM in Marketing:

  • Explore the
  • cutting-edge integration
  • of AI with CRM tools to boost customer acquisition and streamline engagement processes. The conversation reveals how these technologies can simplify lead categorization and optimize workflow efficiency.

3. Strategic Marketing Insights:

  • Learn how data serves as a
  • map rather than a manipulator
  • , driving marketing strategies focused on conversion rates rather than mere traffic metrics. This approach ensures robust sales pipeline management and improved candidate qualification.

4. Balancing Long-term and Short-term Marketing Goals:

  • Katie discusses the
  • unique challenges
  • that manufacturing companies face, such as budget constraints. She shares actionable tips on identifying low-hanging fruits, implementing strategic reminders, and minimizing decision-making friction.

5. Resource Management and Lean Marketing Teams:

  • Gain insights into operating
  • lean marketing teams
  • effectively and strategically use external agencies to complement internal efforts.

6. Understanding Evolving Consumer Behavior and Trust:

  • Delve into trends such as
  • consumer skepticism
  • and the growing demand for transparency. Katie highlights the importance of building trust in an era where information is easily accessible, and competition is intense.

7. Role and Benefits of a Fractional CMO:

  • Discover the strategic role of a
  • fractional Chief Marketing Officer
  • aligning marketing with broader business goals, especially for small to medium-sized manufacturers. Their integration within the company offers flexibility and cost-effectiveness.

8. Digital Transformation in Manufacturing Marketing:

  • Analyze how the
  • shift to digital platforms
  • is influencing marketing strategies, underscoring the need for adaptable and customer-focused approaches to stay competitive.

9. AI's Role in Creative and Data-Driven Marketing:

  • Understand how AI is not only
  • streamlining processes
  • but also enhancing creativity by reducing biases and freeing up marketers for more strategic tasks. The episode stresses verifying AI-generated content to maintain its human-centric essence.

Lessons Learned:

  • Customizing marketing strategies and building customer personas centered on their needs and worries is important.
  • Aligning marketing strategies with long-term business goals for sustainable growth.
  • Leveraging AI and CRM for improved operational efficiency and enhanced customer experiences.

Fun Facts:

  • Katie Smith began her career as an outdoor guide, bringing a unique perspective to her marketing strategies.
  • The episode emphasizes the transformational role of marketing—not just as a support function but as a key player in driving innovation and business growth within the manufacturing sector.

To explore marketing dynamics in the manufacturing industry in-depth, tune in and learn how to harness AI's potential, manage resources efficiently, and forge authentic connections with your audience. Engage with Katie Smith through her website at followthewildpath.com or connect with her on LinkedIn to explore more exciting opportunities in the sector.

Keywords: Manufacturing Marketing, AI in Marketing, CRM Tools, Fractional CMO, Consumer Trust and Transparency, Data-Driven Marketing, Lean Marketing Team, Targeted Content, Digital Transformation, Conversion Rate Optimization.

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About the Podcast

The Manufacturers' Network
Connecting Manufacturers with Manufacturers
The Manufacturers' Podcast is THE place for manufacturers to connect with and learn from other manufacturers. Not only will listeners get to learn from their manufacturing colleagues, but they will also discover HOW they can help each other as a resource or as a source of help and inspiration.

As a manufacturer, it's easy to get pigeon-holed into only focusing on your own industry, whether it be through your industry trade association or your industry colleagues. While trade associations are an excellent source of information for their members, sometimes it's gaining a perspective from someone else in a completely different industry that gives you the solution to your dilemma.

Stay tuned for new episodes every week on "Manufacturing Monday's." This drive-time length podcast will give you the information, tips and strategies you need to get your week off to a fantastic start.

About your host

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Lisa Ryan

As a Certified Speaking Professional (CSP), an award-winning speaker and author of ten books, Lisa Ryan, CSP, works with her clients to develop employee and client engagement initiatives and strategies that keep their top talent and best clients from becoming someone else’s.
Lisa’s expertise includes: strengthening workplace culture, improving employee engagement, increasing customer retention, and initiating gratitude strategies (“Grategies”) for personal and professional benefit. Lisa’s participants enjoy her high energy, enthusiastic delivery and quick wit and they leave the session with ideas they are committed to acting on immediately to make positive workplace culture changes.
Lisa costars in two films with other experts including Jack Canfield of “Chicken Soup for the Soul.” She is the Past-President of the National Speakers Association, Ohio Chapter and holds an MBA from Cleveland State University.

Relevant Experience

• Keynote, breakout or workshop speaker at more than 100 national and international conferences
• Thirteen years of industrial marketing and sales experience, including seven years in the welding industry – and yes, she does weld
• Host of “Elevate Your Engagement Levels: What You Need to Know” on the Elite Expert Network and the C-Suite Network
• Creator of “The Seven Mistakes Managers Make to Crush Company Culture” video series
• Best-selling author of ten books, including “Manufacturing Engagement: 98 Proven Strategies to Attract and Retain Your Industry’s Top Talent”
• Award-winning speaker