all insights

B2B Nation Podcast : How B2B Marketing is Helping Transform Manufacturing‬

February 16th, 2021 / Tags: ,

Listen in as Andrew Walker, CEO of Shift7 Digital, makes a guest appearance on B2B Nation Podcast for Episode: How B2B Marketing is Helping Transform Manufacturing‬

Listen on Apple Podcasts

Listen on Spotify Podcasts

Episode Description

It seems like we hear most about the manufacturing sector when we’re being told about the trouble it’s in. Politicians bemoan the loss of manufacturing jobs. Local economies suffer when manufacturers close their doors or re-locate their plants.

Manufacturing in the US is not without challenges. The National Association of Manufacturers (NAM) will tell you, however, that manufacturing output in the US has risen pretty consistently over the past decade.

If you work in B2B marketing, or aspire to work in B2B marketing, there are some interesting things happening in the manufacturing sector that are worthy of your attention.

First, digital transformation is taking hold in manufacturing, and it’s upending decades-old business models. In the past, manufacturers often sold through distributors. That meant brand awareness and end-user customer experience were not priorities for many manufacturers. But as manufacturers increasingly turn to the Internet to sell direct to customers, all of that is changing.

In addition to transformation, there’s the global pandemic, which as it has in other sectors, is acting as an accelerant for change. One example: manufacturers that make personal protective equipment (PPE) needed to adapt from selling gloves and goggles to a select few businesses or distributors, to promoting products to a vastly expanded market when the pandemic arrived.

Andrew Walker is the CEO of Shift7 Digital, a digital agency that specializes in helping manufacturers navigate digital transformation. Andrew has a front-row seat as digital marketing changes the manufacturing sector. He joins us to talk about it in this episode of B2B Nation.

 

About B2B Nation

B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as Director of Custom Content Mike Pastore sits down with entrepreneurs, CEOs, and thought leaders to learn about the complex avenues available to B2B marketers.

You may also like

Shift7 Digital Outlines Smart Strategies to Help Brands Continue to Accelerate Their Digital Business Coming Out of COVID-19

March 18th, 2021 / Tags:

As the one-year mark of COVID-19 becomes a reality, many businesses are shifting focus to what doing business will look…

Shift7 in MAPI : Digital Marketing Transformation for Manufacturers in a Post-Pandemic World

March 17th, 2021 / Tags: , , ,

In the past, the roadblock to digital marketing transformation was “Why should we go digital?” Manufacturers felt little urgency to…