Episode 11 - Scott MacKenzie on Podcasting for Business Development

Industrial Growth Institute

Scott MacKenzie on the Business Development Power of Podcasting - Industrial Growth Institute Podcast Episode 11

Summary

Scott MacKenzie is the founder of Industrial Talk, an innovative and disruptive business that he founded after taking a company public, retiring, and wanting to do something fun.

But the business builds on a crucial discovery he made when he was running a staffing agency. It was a tough, competitive market in which he had difficulty differentiating his offering from others. Until he struck upon the idea of creating a podcast through which he could reach prospects and provide resources for the market as well.

Our conversation covers:

• importance of marketing and media in the industrial sector
• Scott's journey from a background in operations to becoming a marketing and salesperson
• power of content and media in building relationships and trust with customers
• how he uses media as a prospecting tool
• Scott's super-efficient workflow and automation strategies
• importance of diversifying revenue streams
• his business model, including speaking engagements, training, content development, and white-label services
• the importance of aligning marketing and sales
• best and worst practices at trade shows
• his Superbowl performance!
• insights into the integration of marketing and sales and the role they play in revenue growth
• exciting opportunities for business and offering guidance for industrial manufacturers.

Takeaways

• Marketing and media are crucial for industrial companies to build relationships and trust with customers.
• Content creation and media can be used as effective prospecting tools.
• Building relationships through conversations and storytelling is key to successful marketing.
• Efficient workflows and automation can streamline content creation and distribution.
• Diversifying revenue streams is important for long-term business success.
• Aligning marketing and sales is crucial for business success.
• Trade shows require effective follow-up strategies to maximize impact.
• Content development should be tailored to address customer problems and provide value.
• The integration of marketing and sales is essential in the modern buying journey.

Check out Scott's website

LinkedIn: Scott MacKenzie and Ed Marsh

Twitter: Scott MacKenzie and Ed Marsh

Instagram: Ed Marsh

YouTube: @IndustrialTalk and @EdMarsh

Show Transcript

Chapters

00:00 Introduction and Background
04:15 Transition to Marketing and Media
08:13 The Importance of Marketing in the Industrial Sector
11:18 Shift from Operations to Marketing
16:38 The Power of Content and Media
23:55 Extracting Stories and Getting People to Talk
25:56 Efficient Workflow and Automation
31:47 Diversified Revenue Streams
38:25 Overview of Scott MacKenzie's Business Model
39:18 Speaking Engagements and Training
40:44 Content Development and Industrial Academy
42:46 Best and Worst Practices at Trade Shows
46:07 Maximizing Impact at Trade Shows
48:19 Scott MacKenzie's Hobbies and Fun Activities
51:40 Scott MacKenzie's White Label Services
54:14 The Importance of Aligning Marketing and Sales
56:49 The Role of Marketing and Sales in the Buying Journey
01:00:25 The Integration of Marketing and Sales
01:02:27 The Role of Marketing and Sales in Revenue Growth
01:05:11 Exciting Opportunities for Business
01:09:36 How to Contact Scott MacKenzie
01:10:05 Scott MacKenzie's Guidance for Industrial Manufacturers

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