Industrial Marketing Summit 2026 Preview with Josh Rozman
Want to know where the smartest manufacturing marketers will be in 2026? In this episode of Stop Being the Best Kept Secret, we sit down with marketing leader and AI-driven brand builder Josh Rozman. We’ll discuss the Industrial Marketing Summit 2026 preview with Josh Rozman!
With a powerful track record helping manufacturers grow through smart branding, targeted lead gen, and next-level AI tools, Josh brings a no-fluff, results-first mindset to every campaign. From skyrocketing email engagement to national exposure for product lines, his marketing playbook is built on real results, not theory.
Josh gives us a front-row seat to what is coming at the 2026 Industrial Marketing Summit, including the trends, tactics, and tech that are shaking up manufacturing marketing. If you are tired of guesswork and ready to get ahead, this conversation is your golden ticket.
Don’t miss this opportunity to hear how you can use industrial marketing to attract right-fit customers and grow your business in 2026.
Key Highlights
• Introduction and Segment Setup 0:02
• Josh Rozman’s Background and Inspirations 2:17
• Oberlin Filter Company and Industrial Filtration 5:35
• Oberlin’s Marketing Strategy and Phil the Spokescharacter 10:59
• Industrial Marketing Summit and Josh’s Presentation 11:23
• Oberlin’s Website and Marketing Approach 29:25
• Josh’s AI Newsletter and Future Plans 34:12
• Final Thoughts and Closing Remarks 45:25
Resources
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Transcription
Damon Pistulka 00:01
All right, everyone, it’s Monday, and you know what that means. It’s time for stop being the best kept secret. Wow, do we have a show today. Curt, we are going to be talking about the industrial marketing supplement, and we are going to be talking with Josh. Josh Rozman, today, I am one of your co hosts. Damon Pistulka, with that pretty gentleman right over there, Curt Anderson is going to take it away and get us an awesome show today.
Curt Anderson 00:27
Damon, happy Monday. And you know what? We saved, don’t I don’t want to hurt anybody’s feelings, yeah, but we saved the best for last, because this is our last episode of 2025, and so and we, you know what? And I promise we are not going to talk about football today whatsoever. We are not going to bring up the Packers game. We’re not going to talk about, right? I promise I’m not going to bring up the Packers game. I’m not, I’m not going to, okay, just kidding, Josh. All right. Josh Rozman, dude, happy Monday.
Josh Rozman 00:55
How are you? Man, great, awesome. Thanks so much for having me. Oh, my goodness gracious.
Curt Anderson 00:59
Are you kidding? I’m just so excited. This is the third time we’re going to do it. Can we get the tour?
Josh Rozman 01:05
Yeah, sure. All right, you’re asking for it. There it is. It’s better with the lighting in here.
Damon Pistulka 01:14
Appreciation. I don’t have envy for much. This is appreciation.
Curt Anderson 01:20
So Josh, if you’re not on a show, we have two things. We have things called we drop the mic moments, like, when somebody says something really prominent, powerful, just a value, and we that’s a drop the mic moment. Then we have moments of silence. I’ve never done this, and we’ve had Damon hundreds and hundreds, like, I don’t know how many we’ve done, like, 500 episodes, and we’ve never had a moment of silence for somebody’s physical parents. Oh my god. We’re gonna have a moment of silence for that head of hair. Oh boy, let’s do it. There are there. We’re gonna move forward. You’re flattering me. All right, guys. So let’s dive in. And so hey, we’ve got Patrik here today. So happy going drop us a note, man. I’m telling you, this is going to be a masterclass, and we’re going to be talking about the industrial marketing Summit coming up in March 2026 Josh is one of the powerhouse speakers. You don’t want to miss it. But Josh, before we dive deep into how amazing you are, this great hair and everything else, when you’re a little guy growing up, you ready? Are you sitting down for this one? Yep, I’m ready. When you were a little guy growing up, who was your hero? Who did you look up to, who just showered you with unconditional love coming into the holidays? Who’s that person that was your hero?
Josh Rozman 02:34
Yeah, you know, I’m gonna say it’s, it’s, it’s my dad. I don’t want to, I don’t want to sound, you know, cliche or or whatever. But you know, he really was, you know, he’s been an inspiration my whole life, and really show me, you know what, what things can look like if you, if you think big, and you you just, you believe in yourself, and you think that you know anything, anything is possible. I know we’ve kind of all heard that, but you know, I’ve been able to watch him do cool things over his life. And I think that energy just kind of gets passed over, so I’m kind of taking that energy and hopefully being able to share, you know, my experiences, and, you know, cool things that I’ve done allow other people to to really see that and do cool things as well. Man, God bless you. What’s dad’s name? Curt, Curt, it’s a good name. It’s Curt, oh,
Curt Anderson 03:23
my God, it’s a great name, right? That is a great name. God, bless them, man. So you know what my favorite word out of everything you said is, believe, you know. And I just absolutely love that. So for dads, for parents out there, you know, just man, go out and tell or doesn’t even need to be a child. Tell somebody in your circle, in your world, spouse, friend, parent, whatever. Hey, man, I believe in you. What a what a confidence boost that is so, man, big shout out to Curt. So Tell, tell Curt that. Curt said, Hi,
Damon Pistulka 03:53
yeah, that’s awesome, because it is. It is a huge thing, just and for parents out there, and just people in general, with your friends and everything. It’s so many of us walk around and just wonder, right? Really have wonder of a believe in ourselves, but that’s a huge thing. Yep. Awesome car.
Curt Anderson 04:11
Absolutely love it. Okay, so big shout out to Curt. Is your hero. So let’s slide in here, Josh, we’re going to be diving into the Industrial Marketing Summit. We’re going to be talking about your wonderful, amazing company, Oberlin, before we go there, give us a little background about yourself. Like, how did you find yourself in this world of B2B industrial marketing?
Josh Rozman 04:29
Yeah, so, you know, I would say, like we were talking about earlier, before the show. So my path to manufacturing was definitely not, not a straight line. So I think, honestly, that’s, that’s what makes a lot of this, you know, really interesting. So I spent years in sales and marketing organizations across many different industries, from retail to insurance to like, financial services companies. And, you know, each one of them just kind of reflecting back, really taught me something, something valuable. So like in. Insurance, I think I learned how to take complicated products or something that people didn’t necessarily want to buy, but it makes sense, have that make sense to real people, like all of us. And then in financial services, I think what was really neat is I learned the importance of trust and long term relationships and how valuable, you know, those two things are. And you know, overall, across all of it, you know, I’ve really kind of developed this obsession with with building different systems and processes that can help organizations operate more leaner and efficient and provide a better experience to both people working for that company and also the customers as well. So, you know, people, people looking I think oftentimes that people looking at processes, may see it as like extra work, but I’ve always seen it as as little bit different. I’ve loved putting in that extra work to figure out how, how good we can make something, and how great of an impact we can have on, you know, the world and our customers, you know, and then all that all starts from, you know, setting up a great foundation first. So, you know, I’ve a variety of different experiences over decades of working in many different industries, and it’s just been a blessing to kind of be mentored and coached and be involved and connected with the right people along the way. So when I came to join Oberlin back in 2023 you know, to answer your question, industrial filtration or manufacturing wasn’t necessarily on my radar, but, but what hooked me is being able to be part of a process that built real things for real companies and real people and and I think being part of that is is pretty darn exciting.
Damon Pistulka 06:55
So, yeah, yeah, that’s what I’ve always enjoyed about manufacturing, is when you can walk through a plant and just see what’s getting made. Yes, touch it and go. I know how that started as pieces and ended up into a product,
Josh Rozman 07:10
right, right? Well, let me ask you guys. Curt Damon, have you ever seen like a pressure filter in action before? No, okay, so just kind of for your viewers as well, to give them some context on this. So basically, you take like this contaminated, like industrial fluid, so it could be anything from like metal working fluid, like coolant, to, you know, frying oil, things like that. And then you watch it go through, you know, our filtration systems, and it comes out as this, this clean liquid, so that clean process, fluid or clean hot frying oil, and that you can actually reuse. And instead of this, you know, like wet, messy sludge, which is just anyone in the industry knows, it’s just a nightmare to dispose of, you walk away with this dry cake that you can literally pick, like you were talking about, touch it, feel it. You can literally pick up this cake with your hands. However, you do not want to eat this cake. I will tell you that it’s not one of
Curt Anderson 08:07
those behavior cake and eat it too, right?
Josh Rozman 08:10
Yes, exactly. So it’s just a really, really cool product, yeah.
Damon Pistulka 08:14
And, you know, and the cost savings that people enjoy when you really recycle it, I remember in the molding industry, we did use, you know, 1000s of gallons of hydraulic fluid every year, and when we got into the really, really extensive filtration systems to be able to reuse and and and test and things, it was, it was 10s of 1000s of dollars a year we could save and keep the equipment running better because we were cleaning at a much different level than the normal little whatever filter that was on the machines.
Josh Rozman 08:46
Yes, yeah, absolutely, yeah. It’s, like, total, totally cool to see the cost savings. And when company companies realize that and work with us, and, you know, get back to us and tell us how much you know we’re able to save or help their process or improve the quality, and it’s just really rewarding. It’s neat to see. And you know, so being, you know, the one, the one person marketing team for the company that I work for, being able to tell that story and share that with other people, and be be scrappy and strategic and willing to take some some calculated risks along the way, is is been really awesome to be a part of.
Curt Anderson 09:24
Well, well, perfect segue. And I’m going to you guys can see my screen. So hey, Damon, you hit it right on the head about saving money. So Josh, you gave us a great example about, like, what you do. So let’s share with folks out there that are not familiar with Oberlin. I can’t imagine anybody’s not familiar with Oberlin filter company, but let’s share. How do you guys make the world a better place? Tell us about Oberlin and take us to the next step. What’s going on here? $200,000 per year in savings? Like, what’s going on?
Josh Rozman 09:53
Dude? Yeah, yeah. So it’s it’s really neat, because there’s many different like, we were talking about the many different applications. Conversations that you are part of. So and I think, you know, as of lately too, you know, the environment has been really, really popular to talk about. So the cool thing is, not only are we saving companies, you know, money, with the work that we’re doing every way, but we’re able to make the world a better place and a cleaner place as well. So instead of having to constantly toss fluid and send it off for processing. You know, we’re empowering companies to be able to reuse what they’re already using and do it over and over again. And I think, you know, if everyone kind of has that, that mindset, and it’s that, how can we, how can we still do an awesome job at what we’re doing, but focus on continuous, continuous improvement, and finding more ways that we can get better. I think everyone, if you have that mindset, you know, together, we can all do some pretty cool stuff.
Damon Pistulka 10:50
Yeah, so what’s the what’s the wildest thing you’ve heard of being filtered with the company?
Josh Rozman 10:59
Oh my gosh, wow. Great question. David, we we see some interesting stuff. So I could probably tell you one example. We were asked to take a look at at cow droppings one time. So that was that was very interesting. I wasn’t a part of that directly, but that was definitely very interesting.
Damon Pistulka 11:26
Yep, I can see where that would be, because I’ve been in the big industrial dairy units, and there’s a lot of things to worry about there.
Curt Anderson 11:34
Yeah, lots of lots of waste going on there. So now, now what I want to do is I want to go back to your homepage, and let’s go here. So now, for friends of ours out there that are, if they’re on the bubble, they’re thinking about going to the Industrial Marketing Summit. Damon, did I mention anything about the Industrial Marketing Summit?
Damon Pistulka 11:54
Did I tell you about it at all? No, let’s hear a little more about it.
Curt Anderson 11:57
So there’s a thing. It’s called the Industrial Marketing Summit. It’s in March 3 through the fifth in Austin, Texas. Damon, do you like barbecue?
Damon Pistulka 12:04
Benny chins, I haven’t been known to eat a lot of barbecue.
Curt Anderson 12:07
You’ve been known to have a barbecue or two, right? We live in Tennessee. Great. Alright, so you need to go. You don’t, you don’t want to. You need to go to Austin, Texas for the Industrial Marketing Summit. Now they have a powerhouse lineup. Now I want to check this out. The title of this one presentation is really amazing, incredible young, handsome man is doing a presentation that is called the cartoon that closed deals. Now, the interesting thing is, Damon, when I come back here and I go back to this tab, look at this guy, like, what’s going on here? So without getting away the secret sauce, because folks have to go to industrial marketing Summit. Josh, talk a little bit about the cartoon that closed deals making bold marketing work in a traditional industry. What’s going on here, dude?
Josh Rozman 12:50
Yeah, yeah. So I’ll be, I’ll be talking about our brand new spokes character Phil, who’s been born back in April 2025, of this year. And you know, when we decided, you know, when I came up with the idea, you know, I’ll be really honest, there was some, there was some healthy skepticism that kind of came up, came with that, you know, I literally have this marketing guy who comes into the company and says, Hey, you know, and I know we sell industrial filtration. What? What about putting, like a cartoon character, face to to the name, yeah. And, you know, initial reactions were, huh? That’s interesting. All right, maybe we should, we can talk about it, right? But I think that’s how all I think that’s how all really good ideas start. And oftentimes you you don’t know the end, the end result. You don’t know where things are going to go. And I think to me, that’s what gets me up in the morning every day. Is that excitement, that that adventure, that journey that I get to have every single day, trying new things, coming up with old, creative ideas to solve problems. And let me just paint the picture a little bit. You know, when I say industrial filtration, it’s not very likely that, that you’re going to be coming up with like, 10 companies, like, oh yeah, I’ll name, here’s all my favorite industrial filtration companies. So that would that that was, that was our issue. You know, we’re trying to figure out how we can stand out in this, this noisy environment and this, I guess you could say, see, sea of sameness in some respect. But I said, You know what? Let’s, let’s come up with a spokes character that we can continue to lean into and leverage in 2025 into 2026 and get people to really start paying attention to what we do. Because what we do is, is awesome, and being a one person marketing team, you know, that’s that’s my job to get the word out and not, not fall into the sea of sameness or not, you know, not, not if people pay attention to us. So that’s Phil. He’s he’s been busy since day one, since his inception, since April. And he’s been assisting, you know, our sales, marketing, sales teams, and helping close deals. And what I mean by that is essentially, Phil is that interactive layer that we’ve been putting in front of the technology that we’ve been using. So, you know, at the end of the day, a chat bots, still a chat bot. And if you think there’s going to come a time where people just, you know, they might just see through the technology and get, you know, bored by it and they might not want to use it. So we made Phil to put a creative spin on, you know, what our customers interact with every single day and share a message.
Curt Anderson 15:42
Very cool. I absolutely love this. And so, you know, in in phenomenal, I just absolutely love your website. I feel like this is like textbook of what so for, you know, small manufacturers, larger manufacturers, this is really textbook of, in my opinion, of just kind of telling a story going right down the page of like, how, how it works, doing business with Oberlin. I don’t know, Josh, do you want to Does that make sense? Or am I on? Am I in mark there?
Josh Rozman 16:10
Or no, you’re, yeah, you’re absolutely right. I’m glad you said that, because that’s what we worked so hard on over this last year. So yeah, it’s really telling that story. And I think, you know, painting, painting the picture, is so important to do in storytelling, especially moving into 2026 you hear a lot of things about a lot of talk about, like the brand and storytelling, and how important that’s going to be in 2026 and so that’s been a huge focus of ours, of really showing, not just through statistics or Your case studies, but really allowing people to picture that end result and what their process and their company could look like by, you know, using one of the solutions that we provide, right?
Curt Anderson 16:50
And that’s, and I love this line right here. You know, Oberlin didn’t just solve the contamination problem, it helped turn their operations into a profit generating machine. I don’t know, Damon, do you want to be part of a profit generating machine? Or, like, yes, I would. Man, that’s, you know. Okay, anyway, let’s, let’s scroll down. And now you’re hitting different industries that you guys. So, Josh, is anything else that you want to say? And you talked about the cake right here, right? So for folks that maybe just popped in, or again, if you want to just kind of rehash, like, what’s, what is the story right here?
Josh Rozman 17:24
Yeah, so that’s that cake we were talking about earlier. So this is, this is really what sets, sets us apart. Is this clean, clean liquids and dry solids. And that’s the dry solids you’re seeing there. So this is a filter cake. Like I said, Don’t eat this. It looks a lot better than it tastes. So in some cases, so this is, this is really what it’s all about. So this end result, and what’s neat about this cake, is that you can, often companies will take this and sell this, this cake back to, you know, disposal companies, and actually use it to pay, pay off part of this equipment, or they’ll, they’ll use this, and those would be the solids that would be, would be removed from from the liquid, so they’re able to reuse all that, that process, fluid or oil. And I think my favorite part about this is it just does such a great job of creating a visual on what we do, because oftentimes, you know, you see these, these pieces of equipment, and everything’s pretty enclosed, and there’s a magic happening in this, inside this magic box, right? But I think this is my favorite part of the equipment that we make, because you can physically see the results for yourself. Mm, hmm,
Curt Anderson 18:41
yeah, I absolutely love that. Now I want to hit one more section, and then I want to get back to Phil, okay, yeah, in order to get back to your presentation. But you know, you’re doing a phenomenal job, my my opinion, telling the story, showing videos, anything that you want to share for our solo marketers out there where, like, maybe they’re struggling, trying to get the proper landing page, telling the story on this page like you’re doing any, any tips or advice that you have kind of running on this page here?
Josh Rozman 19:10
Yeah, so I would say, I mean, storytelling, I think, you know, just the consensus of what people have been saying, storytelling is so important, and that’s one of the, one of the powerful ways that you can stand out in in all of this noise. And I think also remembering Too oftentimes, you know, I have seen people, you know, put their marketer hat on and make changes to their website or create campaigns that completely forget that they’re that the buyers on the other side are humans as well. So they’re, they’re, they’re not they’re they’re looking at the same social media that we’re all looking at. You know, they’re watching the same content as we’re watching as well. And they respond best to, you know, personality and story. You know, at the end of the day. Say your buyers are humans, and even if you’re buying industrial equipment, I think that’s so important to remember, because I feel that at times that can be often overlooked. And you know, I think even more, especially then, since we’re selling industrial equipment, it’s important to hit that human element and use the storytelling in in our marketing. Because, you know, there’s so much industrial marketing that’s out there that’s, you know, let’s be honest. It’s, it’s, it’s pretty dry. So what’s inspired me over the years, and I hope to inspire other people at my talk at IMS, is to to really take a tactical, creative, bold approach to what would often be seen as traditional and dry, and I want to be able to prove that out. And hopefully I have done as good as I could have done for the for the time period of being able to prove that, that this truly does work. And we’ve we’ve seen results that have just been so humbling and and need to receive, like we’ve had companies call us from overseas and say, you know, we want to use, you know, what you guys are doing over there as a framework and a plan on how we execute our strategy into 26 and that’s awesome to hear. You know, at the end of the day, we’re all working off of, you know, things that we’re learning from other people. So to be able to help others with that, I think it’s just been the most rewarding to me.
Curt Anderson 21:26
Yeah, I tell you, kudos to you, dude. And I’m going a little bit off script here, because, you know, we’re here to talk about Phil and your presentation. But, man, I would be remiss if I just didn’t dive in here textbook of you know, great call to action right here. Video, great. You know, Hero section, nice and clean, kind of talking about, hey, here’s the problem, here’s how we solve it. For you, going down, showing examples different industries, again, another, you know, case study right here. Just absolutely brilliant. So any manufacturers out there, maybe you’re struggling, or you want to do a little refresh or rebrand on your website, man, just if nothing else, take a peek at this. What would Josh and the team have done here at Oberlin? And I just think this is absolute Damon, how about a round of applause for Josh here? Great.
Damon Pistulka 22:15
Thanks. Yeah, super exciting. Yeah.
Curt Anderson 22:20
I just, I really, really admire what you’ve done here. So now, okay, hey, Damon, did I mention that there’s this conference coming up in March at Austin that I mentioned Curt. It’s called the industrial marketing Summit. Some people in the know, the cool kids, are calling it IMS. Others are just kind of industrial marketing Summit, because, like, I say IMS because I struggle saying three words sequentially like that. But if you just, if you Google industrial marketing Summit, and you, you really want to sign up for that conference, you know why? Damon? Because amazing, incredible speakers like Josh Rozman, yeah, speaking there. Now, Josh, what I’m dying to know, you, you, you belt out, hey, let’s do a cartoon character. Yes. Now, again, without giving away the secret sauce, they have to go to the marketing, some Industrial Marketing Summit. See, I can’t even say it, Damon, they have to go to IMS to hear Josh in person. Josh, can you give us, like, a little sneak peek? Where’d you come up with the idea, how was it received? And, like, just kind of give us a little sliver of, like, what that process was like, yeah.
Josh Rozman 23:19
Like, so kind of like what I was talking about a little bit earlier. I think when I, when I rolled this out, and I decided to come up with this cartoon character for industrial filtration equipment, I got the initial reaction that you would absolutely expect, which is what,
Curt Anderson 23:39
you have three eyeballs coming out of your game. Yeah,
Speaker 1 23:41
exactly what? Yeah. I mean, it was, it was it was it was actually kind of funny, but, so I totally expected that, but, and the team’s been incredibly supportive along the way. But, you know, you kind of get that and you go, you know, A, B2B, industrial cartoon, okay, alright, Josh, are you and Are you sure about this, but, but I believe that, you know, the riskiest thing, this is my opinion. So I believe the riskiest thing that you can do in marketing is to be forgettable. So I was not willing to accept that. And Phil, you know, over the over the last few months, has become our most powerful marketing asset, and he’s just getting started. So we have a suite of new tech and new new social media content and stuff for 26 that I think is going to be really, really neat. I think it’s going to hopefully inspire others. But you know, for now, he’s in our he’s in our sales decks. He’s at our trade show booth locations across the country. He’s on our website, like you saw, and yeah, he also powers our AI customer assistant, and he’s right now on our way to, you know, taking this complex filtration technology and being the face of our company to help explain what we do to to our customer. So when I, when I brought the concept to the team, you know, the prototypes that had come up with, you know, the team was willing to take the risk. And I can’t appreciate them enough for being able to do that, because that’s what it takes. You know, at the end of the day, it’s never going to be just one person, it’s a team. And having that supportive team here at Oberlin has been the recipe to success as well. So I think, you know, moving into 26 companies are going to have to start looking at ways that they can take calculated risks like this, to put themselves out there and really, really stand out. So it’s, it’s important, if you haven’t already, to probably start coming up with a plan on how you can do that, because with with AI and all this, this level of power and creativity that it’s giving people, it’s going to become even, even more difficult and noisy. So yeah,
Damon Pistulka 25:57
it’s super cool though. I mean that everything from just, you know that Phil being your spokesperson, Phil being the one that can explain the complex it just really lends a an interesting and cool thing you know about you, about Oberlin, about how you doing things. It’s really neat.
Josh Rozman 26:20
Yeah, go ahead, Josh, yeah, no, I know he’s and right now he’s, he’s a little quiet. So I for 20 for 26 you’re going to really start to see the personality and the voice that we’ve been developing over the last few months with Phil, you know, in some videos walking around filters, explaining how the process works. So we’re really going to have some fun with it. And, you know, you guys, you guys know what fun is like. So you have fun every single time you have one of these shows. I watch it, and it’s, it draws people in, right? You guys do a great job at that. So with we want to do the same thing. So with Phil, you know, we’re talking about filtration. We’re talking about something that could be seen as dry and technical, and being able to have some fun with it, and putting putting an interesting spin on everything is, is I believe going to going to really help us stand out.
Curt Anderson 27:11
Well, Damon, I don’t know if you caught this. I’m so we had the second moment of silence. I don’t know if you picked that up. So, and if you guys are just joining us, the first moment of silence. Was that incredible head of hair today. That was the first moment, the second moment of silence. Josh, can you repeat that again? Marketers, every Did you say, I don’t know if you said Fear. How you said it is to be forgettable. Is that?
Josh Rozman 27:36
Yeah, the I believe that the riskiest thing you can do in marketing is to be forgettable.
Curt Anderson 27:43
That is, that’s the moment of silence right there. So let’s, let’s go here. Josh again, going off script a little bit. I want to dive in. So I’m going to pull up your LinkedIn profile. But hey, Damon, looks like we got a comment here.
Damon Pistulka 27:56
I want to pull, yeah, old friend of mine, Kim Reeves Great to see you, man. Hey. He said, great puzzle for industrial marketing. So happens that I may have an application for the filtration and heavy industrial machining. I would almost bet that this works for heavy industrial machining. So he said, Please forward this company’s contact info. We shall do so. Kim, awesome.
Curt Anderson 28:17
Josh, do you know any any good filtration companies that we could recommend to Kim,
Josh Rozman 28:21
yeah, I could probably think of one. So I think I
Curt Anderson 28:25
have them on my screen, but before we go back. So Kim, happy Monday. Thank you for the comment coming in. We’re here with Josh. As a matter of fact, I’m going to, I’m going to pull up Josh’s LinkedIn profile. So if you’re just joining us, we’re having a great time. And let me go to Josh’s LinkedIn Pro. You’ve got a comment here, so look at that handsome devil right there. I want to get into your newsletter. I want to really encourage everybody sign up for your newsletter. But you had a comment that I have down. Let’s see You said, most marketing advice is either too complex or doesn’t deliver results. Okay? Is that? Is that a famous quote by Josh?
Josh Rozman 29:00
It might be, it might be, yeah. So what you know, like,
Curt Anderson 29:05
what’s, how can we help people not be forgettable, the line that we love, the name of the show, stop being the best kept secret. How can people what are some steps, like, you’re taking a really bold step with, with Phil brilliant, absolutely brilliant, yeah, what are, what’s, what’s some advice, what’s some steps that people can do to take bold steps for the next year to be a better marketer?
Josh Rozman 29:25
Yeah, I would say so you have to start by working in reverse. I’m sure we’ve all heard that at some point in our lives, but working in reverse and really figuring out what’s the end goal, you know, what are we trying to do? And then you can dive deeper into, you know, the impact that you’re looking to make and and the problems you’re solving and, etc. But you know, oftentimes, I think we as humans, you know, we’re naturally creative, so we want to constantly think of of things we can do to solve the problem. But eventually there comes a point where. We provide too many solutions to a simple problem we’re trying to solve. And I think that’s where a lot of people can can get lost or confuse themselves. So setting off with a starting off with a clear end goal in mind, and reverse engineering that whole process to get to that point, I think, is the clearest and most effective thing you can do, you know, I can, I can throw buzz words around and talk about latest trends and, you know, future, future technology and all this stuff. But at the end of the day, there’s, you know, a handful of things that that just continuously work over and over and over, and then techniques and the technology and the you know that you’re using might might change, but overall, the process is the same, and it’s it’s solving problems, that’s all it is, and providing clarity in your message around solving that problem. So by focusing, I think, on those two things, people can go a lot further than they they would expect, as long as they avoid those distractions.
Curt Anderson 31:02
Well, brilliant answer. And you think about Stephen Covey’s seven, Seven Habits of Highly Effective People start with the end in mind. And so, David, what are your thoughts?
Damon Pistulka 31:13
Yeah, it really is understanding, you know, what people need to know, I mean. And that’s really the thing that you’re doing by explaining complex things, simply because in the filtration world, you could get into the, you know, how many microns we filter down to, and all that good technical stuff and all this kind of stuff. But really people just want to know, how do you, how do you make it better for us? That’s right, what’s the problem you solve? And in fifth grader terms, or, in my case, third grader terms,
Curt Anderson 31:49
well, or for 60 year olds, right?
Damon Pistulka 31:52
Yeah, yeah, exactly. Because really, I mean someone that’s and we get, we get caught up in this as as B2B people, marketing those kind of things is we think everybody lives in our industry every single day, and they don’t. Yep, they’re just, they’re just, I got this problem. I don’t know what I need to do. Just say, this is how we help you, being boom in in the simplest terms possible. And that is what really helps not to know the technical specifications up and down that can happen later if needed. But you just got to start with that, because otherwise they’re going to go gloss right over when you start to talk about specifications and everything else in the beginning.
Josh Rozman 32:36
Absolutely, yeah, no, I couldn’t agree more with that. And we have to remember too, that, you know, it’s not always the same person or type of person that’s visiting our website on this case, and it may be someone that was maybe an intern that was assigned a research project over the summer to figure out a solution for this, this manufacturing company’s company’s problem, or a purchaser, you know, so, Yeah, being able to take this high level information, and, you know, I, I can’t remember who’s who said this, but it’s stuck with me ever since. But you can really understand who knows how to solve a problem well, is when they’re able to take something really complex and deliver it simply. And that’s what we were, that’s what we aim to do here with with the website, is anyone can be able to, would be able to figure out what we do and what problem we can solve.
Curt Anderson 33:26
I love it. And Kim, Kim says he’s stepping away. So Kim Oberlin, filter company, Google it, check it out. We’ve, I’ve dropped it into the chat, and Damon, we’ll send it over to Kim. Oh yeah, I will. I will. And so Alright guys, so as we’re sliding over, so I’m going to come back to now, if you’re just joining us, I know we’re I think we’re over the top of the hour. So if you’re just popping in, we’re here with Curt rossman’s favorite son, Josh. And is that, Josh, do I have that correct? Are you the favorite son or
Josh Rozman 33:54
I think so? Well, we’ll find out. We’ll find
Curt Anderson 33:58
out on Christmas now, Josh, do you know how to determine if you have more than one child, if you have multiple children. Do you know how to determine the your you know you hate to admit it, but do not you pick your favorite child. I don’t. Okay. Damon, you ready? You guys sitting down. Okay? This is how you pick your favorite child. And this might be, this might stand for your dad. Curt, whoever has the most earning potential, that’s your favorite child. You have kids that become your retirement plan, and that’s how I digress. Let me come back. So we’re here with curt’s favorite son. So Josh, when I come down here, you also have an interesting thing that I noticed in your LinkedIn profile. You spend, you dedicate your weekends and new AI tools, and you add, and you actually have a newsletter here. Curious minds would love to know. Do share what’s going on with this newsletter. What could people expect? They they really need to sign up. What do they what would they learn in your newsletter?
Josh Rozman 34:51
Yeah, so newsletter is called the AI implementer. And, you know, over the years, you know, initially, when AI first came out. Out, I’ve always been an early adopter of this technology and and I tend to look at it from a very positive perspective. You know, there’s, there’s going to be negative sides to anything, yeah, but, you know, it’s a choice. So I’m choosing to see, you know, what we can what we can do to use this technology. One of my personal passions has been connecting the technology and showcasing it to, you know, thought to leaders at different organizations on how they can use this technology to empower their teams. You know, I really strong belief that, you know, this technology is going to come into play and do some really incredible things. So things that you know at the simplest level, things that used to take us four weeks may now take us four hours to complete using this technology. And you know, if you have the right team, like, I’ll continue to stress on like, like I do at Oberlin, just a great team that’s looking ahead, that’s willing to, you know, embrace this technology. If you have the right people on your team, you’re going to do, you’re going to do, you’re going to be able to do some really, really cool stuff with it. So the newsletter is, is mainly focused on, you know, helping leaders find use cases and cool ways that they can implement this technology into their into their companies and and empower their employees and people that support them on the daily through this, through this text. So it’s, uh, it’s a passion of mine, and I, I’ve, you know, seen some incredible results using it, and I know this is just the beginning. So, very cool.
Curt Anderson 36:33
Great job. So again, guys, uh, strongly encourage you, welcome you, invite you. I’m imploring you. Connect with Josh on LinkedIn. Sign up for Josh’s newsletter, you’re going to be super grateful. Take your next your 2026, to next level again. Just do a couple of recaps here we’re going to start winding down. So here is Phil go to Oberlin filter company. They are doing incredible, amazing work for manufacturers. Plus, if you’re just like, hey man, how do I how do I get my website rocking it? Just check out what Josh has done here. Lastly, Josh, why are all the cool kids going to the industrial marketing Summit? Why do they really need to not miss this? I know that was a double negative. Why do they need to not miss this?
Josh Rozman 37:15
Josh, yeah, you can’t miss it because I mean this. This is the this is the place to be if you’re in manufacturing, industrial marketing, this is the community. Is is gold. These are some of the coolest people, some of the most thoughtful, considerate, kind people that I’ve I’ve met at one of these events, just just packed with with thought leaders in the space and packed with people that are that have that attitude we were talking about earlier, which is, what can I do every single day to just get a little bit better, naturally, a curt a curiosity, you know, curious group. And the conversations that you’ll have, and I’ve had at the at this event in particular, are are priceless. You know, I’ve walked away with with relationships that I’ve just been so grateful to have, and I know that if you give it a chance and you attend this event as well, you’ll have these same experiences Absolutely.
Curt Anderson 38:16
So one more time, it’s the industrial marketing Summit. It’s March 3 through the fifth and Damon, there’s actually we have a we have no skin in the game, right? We’re just, we don’t make a penny on this thing. We have a little coupon code, don’t we?
Damon Pistulka 38:29
Yes, if you put in B2BTAIL as your coupon code, B2BTAIL, you get a little discount. Going, how
Curt Anderson 38:38
about a little Christmas gift for our friends out there. So again, when you guys, I know, after listening to Josh, you’re like, oh my goodness gracious, I’m going to have total FOMO this thing. Plus you get to see the hair in person. You got to go to the industrial marketing Summit, and again, drop B2B tell when you sign up. You get a little coupon and save, you know, might even buy a few pay for your couple barbecue dinners. How’s that? Yeah, right. So okay, we’re going to wind down. Josh, Dude, did you have a good time?
Josh Rozman 39:06
Was this fun? I had a great time. You guys are so much fun. Oh my
Curt Anderson 39:09
goodness gracious. This was I could, dude, I could talk to you all day. You are a powerhouse. This is going to be a phenomenal session. They might and we’ve had the privilege, I think, Damon, we’ve interviewed almost every person on the list, yes, anyone that we miss are coming up in January, and Josh, this is going to be a blockbuster presentation. I think I don’t take away from everybody else, but man, you dude, you got a great topic coming up. What’s I have two questions left for you. Sitting down. Josh, you ready? I’m ready. I’m ready. Okay, you’ve thrown out a lot of great marketing device. You’ve got wonderful hero, your mentor, your father. You’ve had mentors at work. You know, in other words, we talked about the word belief, and what I like is it seems like your leadership team trusts and believes in you, and they’re letting you do your thing. Is that? Do I
Josh Rozman 39:57
have that correctly? You got it exactly. Exactly right? Yep. What’s so for
Curt Anderson 40:01
our solo marketers out there, what does it take? Do you have any suggestions, any advice on how to build that real, healthy, strong relationship with leadership as that poor solo marketer that’s kind of in a silo, doing their own thing, they’re like, what’s Josh doing down the hall, making cartoons and spending all of his time on Facebook and LinkedIn? What’s he doing? Any advice that you have for solar marketers out there not really strengthen that relationship with leadership?
Josh Rozman 40:24
Yeah, I would say, don’t. Don’t be afraid of sharing your ideas and share them early. Because oftentimes you know ideas like this, not everyone’s going to start on the same page and that that would go for anything, right? So sometimes you know throwing an idea out there ahead of of schedule and ahead of the time that you are looking to do something is so important because, you know, oftentimes when you hear something new, you know, I think we all react to when we hear something new or not familiar with we go, huh? We’ll have to think about that a little bit more so constantly, you know, talking about, you know, ideas that you have, and talking about them early is so important, because you can other people are going to provide input at different times. It’s never, it’s never going to be always on your schedule. They’re going to be able to circle back with you and say, Hey, remember two weeks ago when you brought up this, this character idea. Tell me more about that. I was thinking about that because this weekend I saw a character on the side of a moving truck, and it reminded me of what you talked about. So, you know, so there’s it, these things take time in development, so understanding that you know you’re not going to get it perfect the first time, but it’s also important to still constantly move that needle forward, so that you don’t have these ideas that that stay stuck in your notebook. So take what’s in your notebook, this, this idea, all your ideas for 26 and start sharing them. Start talking to your team and you know your organization about it, and start the conversation around it. Because you never know who wants to get involved. You never know who’s going to bring that next, that next idea that levels up your initial idea. And that’s, that’s what I would say. I think that’s so important. Phenomenal.
Curt Anderson 42:12
Another drop to Mike, right there. Even a moment of silence right there. Josh, thank you. This has been an absolute masterclass. Now, Josh, I do have one more question for anyone over time, what we promised. I have one last question for you. You ready?
Josh Rozman 42:26
I’m ready. You baseball fan? Oh, I played baseball as a kid, but I wish I was better at it, and I wish I followed it more so.
Curt Anderson 42:36
So if you had to pick a favorite team, are you brewers? Guy, like, who’s your team?
Josh Rozman 42:39
Yeah, I would. I would say, so, yeah, brewers, brewers always be home for me. So alright,
Curt Anderson 42:45
let’s go with the brewers. So let me, I’m going to, I’m going to give you just a total hypothetical. You’re right. All right. All right. Bases are, it’s brewers are playing the dreaded, hated Chicago Cubs to play up. It’s Damon, like, Can you feel the tension? I can feel it from here. Yeah, it’s a bottom of the ninth. It’s in Milwaukee, by the way, the game’s in Milwaukee, and I’ve been every major league baseball stadium. My daughter and I’ve been ever and I we say Milwaukee is one of the best in the country. So we’re at, we’re in Milwaukee Brewers playing the Cubs. It’s a bottom of ninth. It’s tight score, okay? And there’s a guy on second base with two outs, and like, we got it, like brewers got to win this game.
Josh Rozman 43:25
You like? You feel it, right? Josh, you feel it? Yeah, I feel it.
Curt Anderson 43:29
The manager turns down the bench and says, Hey, Rosman, grab your helmet, grab your bat, get up to the plate, hitting that winning run. Grab your helmet, throw it on. Grab your bat. You’re walking up to the plate. What’s your walk up song, wow.
Josh Rozman 43:51
I would say, wow. That’s a tough one. Put me on this play, what’s my walk up song,
Curt Anderson 44:00
oh, man, that wasn’t in the pre I did not email that one to you. Oh, I also forgot, I must have left that one out.
Josh Rozman 44:08
Oh, gosh, that’s that’s so tough. It really kind of depends on my mood, right?
Curt Anderson 44:15
So, well, you’re playing the Cubs, yeah,
Josh Rozman 44:19
I guess we are just, just to put a little bit of extra sting in there, probably like we are the champions.
Curt Anderson 44:25
There you go, good area. Just you walk up with moxie, little confidence, pulled that confidence in you so you’re just walking with that play like right now, no, you’re hitting in that winning run. Hey, Damon, a friend of hers
Damon Pistulka 44:39
says, Yeah, Ken. Hey. Ken says, Hey, Damon, nice to see you. Ken, glad you stopped by today. Thank you.
Curt Anderson 44:45
Hey, great to see you. Ken, Mister biz, great to see you, Dan, that goes back to clubhouse days. Damon, so Alright, Josh, first off, I want to give a huge heartfelt thank you for taking the time. I know you’re super busy with with Phil and everything else. That you’re doing. So we don’t take that lightly. We appreciate you joining us. How about Damon? How about a big round of applause for our friend Josh for just delivering a masterclass on how to be that solo marketer again. Guys, please connect with Josh on LinkedIn. He’s got a phenomenal AI driven, not driven, AI newsletter to help you keep up to speed on AI. Go to Oberlin filter company, phenomenal, incredible. Damon. Fact, I think we need to go through his website and get some tips on how we help our website. Josh, parting thoughts, words of wisdom you want to share as we close
Josh Rozman 45:32
out like what we were talking about earlier. Believe in yourself. You’d be surprised what happens when you do you now surround yourself with the right with the right team for 2026 and and reminder, friendly reminder. Take those ideas and get them out of your notebook. Make them happen.
Curt Anderson 45:46
Make it happen. So, hey, Damon, that’s our theme for 2026 go make it happen, guys. So, yeah, hey, I want to wish everybody out there. This is our last episode for 2025 we wish you an amazing, incredible, wonderful, magical holiday season, whatever you celebrate. For friends out there celebrating Christmas. Merry Christmas to you. Happy New Year to everyone. 2026 is going to be a phenomenal year. Damon, why don’t you close us out? Josh, hang out with us for a minute. Sure.
Damon Pistulka 46:13
Take us away. All right. Well, thanks so much for being with us here today. Josh, awesome. Talking about Oberlin and you know, Phil, gotta love that. You gotta love that. And I want to thank everyone that was out there listening today. We can see you were out there listening. I was thank Kim for stopping by, man, blast from the past. Great. Thank you, Kim for dropping by. Mr. Bis. All love it. Those of you that didn’t comment and got in late, you definitely want to go back to the beginning and listen to Josh from the beginning, because he dropped a lot of great nuggets and shared a lot about how he and Oberlin are really getting creative on their marketing and not getting caught in the sameness of everyone else, which I really enjoyed. But this is our last show for this year, and we’re going to sign out from now, but we’ll be back with even more awesome people like Josh next year. Thanks everyone. I don’t
Curt Anderson 47:09
know if we’ll be able to match the hair though. Damon, that is going
Damon Pistulka 47:13
to be tough. It’s going to be tough. All
Curt Anderson 47:17
right, guys, God bless you. See you.