Sneak Peek Behind the Scenes at the Industrial Marketing Summit 2025

Damon Pistulka  00:00

Hopefully. Alright. It is Friday, and you know what that means. It’s time for manufacturing, e commerce, success. And I am one of the CO hosts right here, Damon Pistulka, that pretty gentleman right over there is Curt Anderson, co host with the most today we’re going to be taking a sneak peak design or sneak peek behind the scenes. I can’t even talk. I’m so excited this morning. Curt, yeah, at the industrial marketing summit for 2025 I could I was so excited I didn’t even know what to say, because the industrial marketing Summit is such a great event. Curt, take it away. Hey,

Curt Anderson  00:48

Damon, great. Let’s give a round of applause.

Damon Pistulka  00:52

Definitely speaking. Challenge this morning, I’ve only had one cup of coffee.

Curt Anderson  00:57

Hey guys, happy Friday. So welcome to the program. Man, is this going to be fire? Holy cow. Man, we’ve got two rock stars. Man, and then two weeks from today, there’s like, a massive event called the industrial marketing Summit. If you haven’t checked it out, you want to Google it. Two weeks, week, two weeks, two weeks from today. Damon, so I actually, I had the link. We’re going to dive into it. But hey, I’m going to start my dear friend, she’s down in she’s a Chicago gal. She’s down in Florida just catching some sun. Kasey, how are you Happy Friday to you? Hello.

Kasey Tyring  01:26

Happy Friday. I know I had to get away from the cold Chicago weather, and then I’ll be back in Austin for industrial marketing summit to catch some more sun. So trying to stay warm over here. Man, alright,

Curt Anderson  01:37

so I’ve got, I’ve got weather envy, and then what? And then what’s your title at the conference? By the way, like, what you’re like, do you have, you have, like, a little role with the national marketing Summit? What is, well,

Kasey Tyring  01:46

this is it’s truly a behind the scenes episode, because I work totally behind the scenes. My title is speaker and sponsor liaison. So I work with all of the speakers, all the sponsors, make sure they’re up to date on everything set up for success. So you’ll get some behind the scenes details from

Curt Anderson  02:02

Oh, how cool is this. And then we, hey, we have none other. So we’ve got Mr. Moby in the house. Moby and Dude, that’s mustache and man, if you know, right? Yeah, let’s go that, Moby. So when you now, Moby, what’s your title at the conference

Moby Hayat  02:20

I am going to be emceeing. All right, can you,

Curt Anderson  02:23

do you mind? Can you give a shout out about, can you like or, you know, you don’t even need to acknowledge it, because everybody just sees it, you know, but just, it’s

Moby Hayat  02:30

really in your face, in

Curt Anderson  02:32

your face, yeah, you know, I David, we need to end the show like, I just, I’m really, I’m so jealous right now. So that is, man. And if I try, if I you know, just it’s all gray, it’s not good. So alright, Kasey, we’re going to go here. Let’s talk about you. So I’ve got, alright, did I send you guys questions? Did I send you any questions

Kasey Tyring  02:50

ahead of time? We’re improvising here. Okay, good, because I’m not going to follow

Curt Anderson  02:55

the questions that I sent out anyway. So let’s start here. It’s okay. One, we’re going to go back and forth. So Moby, you just you kick back, relaxer. It’s all about Kasey for a minute. Enough about the mustache, right? Like Mr. Mr. Wonderful mustache. We’re going to talk about Kasey for a minute. So Kasey, let’s go here, when you were a little girl growing up. Now, movie, I’m coming into a totally different question. Now, Kasey, when you were a little girl growing up, who was your hero? Who was your hero that you looked up to just like just showered you with unconditional love. Who was your hero when you’re a little girl growing

Kasey Tyring  03:29

up? Oh my gosh. Well, showered me with unconditional love. Was my mother. Obviously, she was a single mom growing up. So learned about all kinds of independence, drink from her, and that kind of thing. But I think yeah, so she would, obviously, that’s an easy answer, right? My, my mom,

Curt Anderson  03:46

your mom, and what’s your mom’s name? Karen. Karen. Hey, you know what? How about Big shout out to Karen? Hey, let’s give a round of applause Karen, for just this wonderful speaker and sponsor liaison. Do I get? Am I close on that was like, Yes, right? And she’s

Kasey Tyring  04:01

hosting me in Florida. So this is

Curt Anderson  04:05

like, who doesn’t need? Who doesn’t need? So Alright, give, give Karen a big hello. So Moby, I’m signing over to you, man, I have a totally, totally different question. Are you ready? Are you sitting down? Are you ready?

Moby Hayat  04:16

Yeah. So when I was a little girl hungry, so when you

Curt Anderson  04:19

Hey, before you had that, just that rock and mustache when you were a little guy growing up, who’s your hero? So

Moby Hayat  04:26

I’ll separate that. I’ll say hero without unconditional love, because that person doesn’t know I exist. David Beckham, because I saw him score a goal for games degrees and how he did it, it blew my mind and got me into sports for the first time. So I’m sounds like going to say Beckham. So

Curt Anderson  04:44

Beckham is your hero growing up, you know what? Hey, while we’re talking, maybe Google it. We’ll pull it. I’m just kidding, so we’ll pull it. So alright, so David Beckham, who I who showered you with unconditional love? Let’s go there.

Moby Hayat  04:53

Movie. Oh, parents, like my mom was great. Dad was great. Brothers, great. Even though we fought all the time. Yeah, we were big fans of wrestling. You know that definitely some blood sometimes. But hey, yeah,

Curt Anderson  05:05

hey, if you didn’t draw blood like you’re not even trying, come on. I

05:08

know. What’s the point of assuming? Okay, so

Curt Anderson  05:12

let’s go here. So Kasey, you are in you are from true marketing, and Moby is with Gorilla 76 dear friends of ours. And just I tell you guys do amazing, incredible work, and you get the two companies, I mean, and be honest with you, I talked with Joe and Wendy about this, like, I mean, you’re actually competitors, and what’s just so amazing is that you got two companies that have come together. And, like, we had a front row seat. So I was with those guys in Cleveland, whatever year that was on COVID, year 22 and we were at the industrial marketing Summit, and they’re like, hey, you know what? We think we’re gonna we could do this better ourselves. And sure enough, did it last year. So Kasey, before we dive deeper into the conference, just share a little bit like, what attracted you to marketing. So I don’t have Karen helped with your career. Maybe if you you know whatever young person you got into marketing, and then you find yourself in marketing for manufacturers. What kind of led you in that direction?

Kasey Tyring  06:04

Well, I knew from an early age. I remember sitting in my math class in high school and being like, you know what? My career is probably not going to have a lot of math in it. So I immediately was like, I’m going to probably be public relations is my major right. Writing was my strength. English was my strength. So definitely, marketing was more of my my field, my wheelhouse, like creative, graphic design, that kind of thing. So that’s where I started. And then my first few jobs were in B to B, like software or IT staffing, but then switching to true marketing. I’ve been there for two and a half years, and that’s more engineering technical. So I had a little bit of B to B software marketing, but this is a totally different ball game with highly technical content and industrial marketing. So that’s how I ended up in true

Curt Anderson  06:57

awesome and no math, right? Just kind of like putting that in the back burner. Well,

Kasey Tyring  07:02

now it’s crazy, because thankfully, we have excellent content writers, and they will send me blogs that I have to publish and promote, and it’ll have, like, a lot of mathematical equations involved in there, and how to I can’t even, I don’t even know, but I’m the one that’s putting them in the blogs, trying to make them look good. And I’m like, Thank God, I don’t need to know this, but our writers do.

Curt Anderson  07:25

That’s awesome. All right. Well, hey, and i What a great team. You know, I’ve had a privilege pleasure of meeting number of your teammates. Wendy is a dear, dear, dear friend, and so just, I think, you know, she just put together just such an all star team. So Moby, let’s go into your background. So Mom and Dad, you’re heroes. Let me take that back. Showered you with unconditional love. David Beckham is your hero. Thank you for correcting me. What led you into the world of marketing, and how did you end up, kind of like focusing on manufacturers,

Speaker 1  07:53

yeah. So I spent the first five years of my career in Dell engineering operations, and then a lot of my friends were starting companies, and they would be like, I have this great idea. I need more customers. And they would all fail. And I would be like, what gets you more customers? Like, how do you take an idea to something that people pay money for? And that got me started into marketing, that content marketing, podcasting, and I kind of just fell into the paid ads, performance marketing side of it, and I loved it, Kasey, like you, great at math in high school, but horrible in college. Horrible now it’s so much math, and I love it. I love the paid eyes side of it, industrial, dusty. Looks cool.

Curt Anderson  08:32

So you know what you so you like the paid ads side? I do. Okay, alright, you know what? We’re going to dive deeper there. So, alright, so Kasey, let’s, let’s come back to you. So for folks that are not familiar with true marketing, it’s hard to imagine anybody that isn’t right for anybody not familiar How? How do you guys make the world a better place? What does true marketing actually do? How are you making the world a better place? Well,

Kasey Tyring  08:55

I think we make the world a better place by being niche down. We’re not just like a general marketing agency that hosts, takes in any client ever, like consumer brands or anything, we only focus on engineering and technical companies, and because of that, we can really service those clients as best as we can. Because we are a technical company, we have technical writers and account managers that know those audiences. So I think strategy first marketing agency for technical buyers is our bread and butter. Excellent. What are so

Curt Anderson  09:30

let’s talk about like, what are some of the things on your menu? What are some of the services that you guys provide, going, you know, somebody’s like, man, you piqued my curiosity. Let’s go a little deeper.

Kasey Tyring  09:39

Well, it’s kind of a funnel, so we do start out with, if you don’t know at all, like Moby said, like, why am I not getting any more customers? We can start at the very, very top and start a whole marketing strategy project for you, where we do competitor analysis and all those kinds of things, and then make a strategy for you. We’ve also done. Branding projects, or if it’s a new product or something, we can start from the ground up there, and then we also do like, which is my wheelhouse. What I do on a day to day basis is like the tactical video content, like blog content, white paper content, like the content marketing of things. So you can go big with the whole marketing strategy, or you can just do the like content strategy part of things

Damon Pistulka  10:23

well, and you guys do a ton of research too. Every year you put out the report, and it the name escapes me, but it’s an awesome report with all the things that are happening. Yeah,

Kasey Tyring  10:34

that, and that is our guiding light, too. I know we send that out to anybody who wants to learn. It’s called the state of marketing to engineers report and so we we research and talk to survey like 1000s of engineers and people who and then we understand how they actually do want to receive technical content, how they are looking for buying buying things and stuff. So not only can you all have that information, but we use that ourselves to, like, really guide what our strategy is.

Curt Anderson  11:04

I love that. As a matter of fact, Wendy and I, I’m just moderating, and I’m just kind of kicking back, but Wendy and I are presenting at Purdue University the whole research report in April, so I’m absolutely thrilled to get I know she’s going to be presenting it. Now, for those out there that want to you gotta go to the industrial marketing summit to catch it. If you miss it, we’ve got a little backup plan at Purdue University. We can catch you there. Moby, let’s come over to you, my friend. Let’s what’s going on at gorilla 76 that like, not only best mustache manufacturing. Damon, like best name. I like they. Those guys have the best name in in marketing. Do they not? Yes, yes,

Damon Pistulka  11:39

and I’m just going to say mustache now with our friend in Chicago.

Curt Anderson  11:45

Well, Ray, yeah, I know we got Ray Knight. I think he, I think he might

Damon Pistulka  11:49

have you guys. We got to get you guys together. And,

Moby Hayat  11:53

yeah, yeah, I agree.

Curt Anderson  11:55

We’ve got somebody so Moby, so let’s go here. Just, let’s talk a little bit about gorilla 76 How are you guys making the world a better path? So we’re

Speaker 1  12:04

revenue focus marketing agency, which specializes demand, Gen for manufacturers. And I think the two things that are cool are number one, rate builder focus, where a lot of people in industrial and manufacturers, especially smaller companies, they’re full of passionate people who like building solutions for others. They’re like Kasey was mentioned. They’re technical, they’re engineers that like building, but the marketing side and the growth engine outside of referrals and maybe posting here on LinkedIn, they don’t have that. So number one, we help builders take their vision to the future, even bigger companies. Number two, we hopefully make the world a better place by showing them how it’s changed. Like, it’s not 20 years ago when I can buy a lead list, call 200 people, 180 pick up and like, maybe I set up meetings with 40 of them. Now if I call people, it doesn’t go through. I don’t know how many spam risks I got today. So we’re helping him navigate this new digital marketing landscape to sell more.

Curt Anderson  13:02

Excellent, yeah. And I tell you, they’ve got in the the, if I’m not mistaken, gorilla, 76 so they started right before the, the right before the Great Recession in seven. Six is the, I think it’s a date that they started there, the month and the year. I think it was, I think it was July of, oh, six when they started. And so Joe was just on last month, and we always love having Joe on. So, Kasey, let’s go here, when you work with, you know, let’s talk, let’s talk about the engineer, right? The engineer who, you know, man, they are brilliant. They they can take, you know, my pen and, like next, you know, they’ve created, like, some type of contraption, right? However, maybe not the best with marketing. Okay, so what are some, you know, if, what are some baby steps, or what are some things that you guys do to kind of walk those folks through that process, to kind of, like, show them, like, how this whole marketing thing works. Can you, can you take me there? Like, what’s, what’s kind of a, like, a engineering, marketing 101, any, can you take us?

Kasey Tyring  13:57

I would say, like, Damon, you hit it on the head by bringing up the research, because it’s so much easier to talk to technical companies, engineers on the other side and be like, here is some research that we have that proves your audience is on LinkedIn, your audience is listening the podcast. They’re they’re watching videos more and more than ever, like the younger audience, younger engineers are getting to be more buyer aged at this point, and this is how they’re behaving in their buyer’s journey. So coming with facts and like actual research is the easiest way to win them over and then proving once they accept that strategy, just constantly, sometimes it’s overboard, but they have to see the results numerically, and present it in a way that they understand it for them to really buy into marketing?

Curt Anderson  14:47

Yeah, I think the results is a big thing. So, you know, they want facts, right? It’s just just the facts. You know, a lot of people talk about, you know, marketing is emotional, or, like, you know, how people feel. But when it comes to engineers, they just. Just show me the

Speaker 2  15:00

facts, right? Give me the data sheet. Give me the

Curt Anderson  15:04

right. So, Mo Moby, what, what do you have to add? Like, what are your thoughts? So, like, for engineer out there, maybe a manufacturer, you know, they’ve had a great run where, like, word of mouth, and now also, like, the world’s changing on a daily basis, right? And so they’re going to start, they’re like, they reach out to a grill 76 like, hey, we just, we need some help here. Where do you start that? That manufacturer? I’m

Moby Hayat  15:26

going to add a layer to what Kasey said, she’s absolutely right, and say it’s a framework that I look at is, if you’ve got 100 people in your market and you show you, show them what you do, your offer, your product, your service, about one or two people will be like, Oh, I’m interested right now to your five. Might be interested in the future, five to 10, like, in the next 18 months, other people may be down the line. 40% of people, they don’t care. And when you’re marketing, you’re not just talking to the 2% which is in market right now. You want to make sure you get in front of them. Like, good content that Kasey oversees. You want to make sure you not not only capture the attention of the person who’s in market looking for a solution or a problem that they have, but also you’re talking to the people who, within six months, 18 months, will become a buyer and be like, Oh, I’ve got this problem. I know who to talk to. And you want to be the top of mind for not just the person who’s in market right now, but down the line for the majority of people who are also going to be looking,

Kasey Tyring  16:26

yeah, we see that all the time, like we’ll have a Finally, a lead that comes through from a blog or something, and we’re like, wow, how like. And it’ll be like, they’re ready to go. We pass them off the sales, and then we look on HubSpot, which is usually what we have our CRMs in, and they’ve been looking at our content. Maybe they’re not opening the newsletters, but they’ve looked at a couple different pages, maybe nine months before, and then you don’t hear anything from them, and then you’re not you’re just content marketing to them constantly, and then they’re finally ready. So that’s always interesting to see, because you’re like, Oh, they’ve been lurking for a year,

17:02

yeah, or more, yeah,

Damon Pistulka  17:05

or more. I mean, I had someone call me and set up an appointment this week that I know it’s been four years since the piece of content they read, they wanted to talk to me about, right, right?

Curt Anderson  17:16

So long, you know, so and I think that’s a big difference where I think is being specialized for manufacturers is so important because, like, you know, and I’m sure you guys have stumbled into manufacturers, that maybe they work with a marketing firm in the past, and that marketing firm, maybe they’re working with service providers, maybe they’re working on with some retail and they’re just like, hey, we’re marketers. Like, we get it and like, what I love, what you guys do is, like, you really, really stay in your lane. Super niched. We’re like, you know what? We’re not working on Main Street. We’re not working with service providers. Like, we’re laser focused on high level manufacturers, geeky engineering, machinery, that type of thing. Kasey, like, coming from your previous life, was it a big adjustment for you to, kind of, like, get into this industrial B to B world? Like, how was, how did you assimilate coming into Yeah,

Kasey Tyring  18:00

there was a pretty much, because it’s, I was still doing a lot of content marketing, a lot of white papers, a lot of blog articles, so that didn’t change. But like, for example, my previous job, we did a lot of service now, which is a SAS company, and that content was more like, this is what it can do, and this is how many hours it can save you, and this is how it affects your bottom line. But it was way more fluffy than the technical content you have to have with an electronics component company like that. Stuff still is in those articles and in those white papers, but you’re telling an engineer how to implement a new capacitor, or make sure it doesn’t overheat, or something like that, and put in those calculations. And that’s not something you would do in software at all, right,

Curt Anderson  18:49

yeah, I love that. Moby, what do you have to add?

Moby Hayat  18:52

Oh, great answer. And honestly, I forgot the question, yeah. So, from,

Curt Anderson  18:56

from, from, say, like, a retail standpoint, like, say, you know, you know, if you’re, if you’re in retail or different sectors, you know, like, maybe you’re marketing, maybe you’re trying to do some branding, maybe you’re trying to, you know, if you’re targeting teenagers or, you know, different generation, you’re using, you know, social media such as Tiktok or other things, you know, when we’re really laser focused on that B to B in the industrial side of things, you know from your previous life was there? Was there an adjustment coming in, like laser focusing on B to B and industrial manufacturers? Yeah,

Speaker 1  19:28

interesting. Um, I think for me, it was less about the marketing itself. The similarity was more. I was in operations a long time, so I really that data and numbers and looking at Excel sheets, and finally, learning how to make pivot tables that really kept carried over, and I realized that that’s a true asset to somebody when you have a huge lit lead list, and sometimes Kasey you might have seen this. Not everybody has HubSpot, and you have to build tables and parse through data that I fell I fell into, but talking to clients was interesting, where I. Coming at it from a marketing perspective, yeah, but manufacturers, they’re not marketers, so it’s my job to take all that I nerd out about all day, CTR, CPM, audience, penetration, all of this, and translate that to business metrics. Yeah, that was a learning curve. Yeah,

Curt Anderson  20:15

so and you mentioned your so you’re in your is your specialty paid ads is that, are you just really geek out there? I really geek

Moby Hayat  20:23

out there. Okay, let’s so, you know what? I’m

Curt Anderson  20:24

so, before we get to the top of the hour, I’m going to pull up the industrial marketing Summit, because I want to, I want to catch that, in case anybody has a hard stop at the top of the hour. But Moby, let’s go into paid ads. Why? Why are you so passionate? Or why? Why do you love? Like, geeking out on paid ads?

Moby Hayat  20:39

Uh, it’s like, when it works, it works really well. Yeah, the challenge is getting into a point when it works, because you might four months of nothing, and then suddenly it start working. I worked on advertising campaigns where we’re seeing negatives, negatives, negatives, and then it goes up, and that challenging time in the middle, which is what is happening, and you’re like, let’s try this, let’s try this, but also sticking to our strategy. I love that part, because I can go in and be confident, oh, I can make this work, but it’s never what I plan, and it’s always something different. And I do love that challenge. Yeah,

Damon Pistulka  21:15

it does take a lot of creativity, because you’re going to bang your head a few times getting oh

Moby Hayat  21:20

yeah every day. So

Curt Anderson  21:22

in your you made a great point. And for folks that do you see, maybe for yourself, or do you see folks that, like, just give up too soon, we’re like, Man, I just, I can’t keep donating money to Google. Like, but like, you just said, like, Austin, like, you know,

Moby Hayat  21:37

Yeah, always. And I think it’s sometimes when they’re working with marketing agencies, it’s the responsibility of their marketing partner to set expectations. Like, this is going to take some time. These are things you can look but yes, like, you know you if you want to get in shape, and you go to the gym twice, and you’re like, This isn’t working. You’re like, okay, that’s not enough time. I’d say you definitely want to make sure you’re spending a few months there, right?

Curt Anderson  22:01

Awesome. Okay, all right. Well, we can hit, I want

Damon Pistulka  22:04

to hit some of the comments here. We got Usman showed up today and said, hey. Greeting from uzman, thanks for being here today. We got someone else who can’t see what is they’re saying, Hello. Thanks for being here Zafar. Hello again. Great to see you. Someone else said they like to solve problems. It was back when we talking about engineers, very cool stuff here. And then someone said they follow an engineer page on x and they post math problems or ask, did you know, social media kind of stuff that is? I mean, yeah, I’m an engineer, and, man, I love watching that stuff. You know, you get some of how it’s made. I’m sitting down. That’s the way it is. Alright.

Curt Anderson  22:42

So let’s dive into we’re here today to talk about the industrial marketing Summit. Can you guys see my screen? Okay, yes, yes, you can. Okay, so Kasey, let’s start with you. So you are again, for people that are just joining us, first off, connect with Kasey on LinkedIn. You or she does amazing job there. Moby is just rocking it on LinkedIn, so connect with these two folks. Kasey, what is the industrial marketing summit for folks that are not familiar?

Kasey Tyring  23:10

So the industrial marketing Summit is a marketing summit or conference, but it’s exclusively for all those marketers that are working for engineering companies, manufacturing companies, electronic components companies, anything that’s highly technical that isn’t just normal marketing, like you’re getting into the weeds of technical content for engineers, for technical buyers. So your marketing strategy is totally unique from if you were going to a huge national marketing conference that really doesn’t like meet your needs or answers your specific problem. So that’s why this summit was developed just for industrial marketers who are all feeling the same pain points, who are all suffering the same things with any algorithm changes or SEO changes or audience behavior changes. We’re all in it together, and we’re here to help everybody. Well, absolutely love

Curt Anderson  24:04

It’s being held in Austin. It’s two weeks. And so Moby again, for somebody, just popped in and joined us. What’s your title? MC? Man, the Mc How? Damon. Man, I feel like really important right now. We got the MC in the house. So what are you super fired up? What are you expecting? Just give us a little sneak, sneak peek preview of what’s going to happen here. Yeah, adding

Speaker 1  24:28

to what Kasey said, I think for me, I’m most excited about the community, which is a lot of people are coming from last time, a lot of people have seen each other on LinkedIn. A lot of people are meeting each other for the first time after being friends on LinkedIn for like, four years. That’s awesome. It’s exclusive, like Kasey said. And you know, everybody’s there, everybody there is in marketing, they’re overworked. They have a lot of ideas. There’s a lot of pressure from below, from there, about Website, Email, all that. And we just want to create a space in which people share ideas about what’s working for each other, and also just feel part of a community. Because it’s the sessions are fantastic. They’re amazing. But the people there are making what’s special? Yeah,

Curt Anderson  25:06

I’d say it’s, it’s the whole it’s the total package, right? Once you say Kasey, it’s, it’s catching the events, hearing the speakers, it but really the hallway conversations, going out for a cocktail, getting a meal with somebody you know, folks, Moby, you just sit down ahead like people that you’ve known for years. You know Chris, Luke. He’s one of the speakers. He’s going to be on our show on Monday. You know, I knew Chris, you know, pre COVID, and had the privilege of finally meeting him in person. You know, last year. Can’t wait to see him again in two weeks. So Kasey, let’s, let’s give a little, let’s hit up a little taste of like some of the speakers. This, this gentleman here is phenomenal. What do you what’s going on here?

Kasey Tyring  25:43

Yeah. Paul rotzer is our keynote. He is the CEO of the marketing AI Institute. He is his content is all over our internal slack every day. We’re always passing information. He’s kind of a guiding light for marketers who are, I would say all levels of using AI. If you’re new to using AI or no, you should be using it, but don’t the marketing AI Institute is a great place to learn. So I have not been to their conference, but one of the reasons why we invited Paul is because his conference is so well received, and everybody walks away with it being like, I learned so much. Like, this is great information. So we are super lucky to have Paul join us as the keynote, and so that’ll kick off the event. Very inspirationally,

Curt Anderson  26:30

awesome. All right, listen in every I don’t know if there’s anybody doesn’t know this guy. Like,

Kasey Tyring  26:36

yeah, this year we’ve had, like, really, like, familiar faces. You’ll see Jake Hall. You’ll see Chris Lukey. Dale Bertrand is making waves, like we had him last year, and he was one of our top speakers. Like everybody learned so much from his presentation. So we have him speaking twice, actually, so he’s also doing a lot of artificial intelligence sessions. Yeah, we

Curt Anderson  26:59

had the privilege. We just spoke with Dale live on Wednesday, and he’s so he’s doing this session, and then he’s also closing out. He’s the he’s the closer of the entire conference on Friday. And so can’t wait to see Dale. So there’s our buddy, Chris Lukey right there. Just, you know, going to do a great job. Anybody else I know we could go through everyone. Is there anyone else that we want to

Kasey Tyring  27:22

point out? Well, we have a mix, I’ll just say it’s a mix of in house practitioners and agency people. But we really wanted to hit a lot of the in house marketers who are in there doing everything, so we can learn from them. So we have, yeah, David Newman from interlocks. He’s talking about how to, like, manage stakeholders, which is a huge roadblock for a lot of those internal marketing teams, how to actually like convey your strategy and all of the KPIs that they set for you that you need to manage expectations for all that kind of thing. So really, this year, probably all years, we’re just trying to make sure we have a lot of practitioners that can share all their knowledge.

Curt Anderson  28:01

Yeah, I love it. And we had Damon. I had Carla on on our live show last year. Man, I’ll tell you, yeah, she is a powerhouse. So, like, if they’re, like, she’s worth everybody’s phenomenal. She’s the work of admission. Just going to Austin to catch Carla. She’s doing amazing work with AI. That’s Curt so Moby, anything. And what are you super excited about? I know everybody, but anything that you want to highlight here as we’re going

Moby Hayat  28:26

through the list, the talk about AI from both Dale, especially about his inbound playbook, that’s awesome. If you scroll down, there’s our guy, Dale, and then there’s going to be this is I’m super excited about this, because advertisers are having problems about this, so I’m going to be in that session for sure. I’m excited about this talk by Devin, and then we’ve got talk by Aaron about reporting. There we go. That’s going to be awesome, because what we find is we do marketing activities and we map the results. That is the goal, but we want to make sure we tell that story up and down the organization as well. This is super important. And then we’ve seen this, a lot of traffic on websites which doesn’t convert. So Randall and Kevin’s talk, I’m super excited about that. They’re going to be talking about landing pages, design elements, just to make sure the people that are interested enough to come to your site. How do you capture more of them and get them to the next step, whether that’s contact us, a demo or even in meaningless,

Curt Anderson  29:22

yeah, this, I tell you, I I’m super excited for this one right here. This is a hot topic. Two of your colleagues here, and so, you know, just think, and you know, and I’m even speaking for myself, like I’m not casting stones. It’s like, you know, how many people come to to I won’t speak for anybody else my website, and just like, hey, this isn’t what I’m looking for. When maybe it would have been a great fit, but we just weren’t speaking the right language that make that great first impression, that type of thing. And so, yeah, this is and, you know, let’s hit that. I’ll put it out to both you guys, you know, for manufacturers say, you know, let alone you know, God bless our manufacturers. Sometimes that you know, they have that website for maybe 2005 you know, you. What’s Do you guys have any tips advice, like, what’s a starting point? Because it’s intimidating. They think that they’re going to get hit with, you know, 1000s and 1000s of dollars so they don’t do anything Casey. What? Any advice that you would share for a manufacturer, just, you know, they really need a makeover, which, you know, any tips there?

Kasey Tyring  30:16

Yeah. Well, I would say my first thought when we were talking about this, especially this, this session, yeah, even if you Curt, like you said, you your website might need a refresh. You may have done everything right in a refresh four or five years ago, and you’re like, and it looks polished and new and it’s up to date. But coming to a conference like this and learning from Randall and Kevin, you’re like, Oh, I could actually add this landing page, or I could change this setting on a landing page, or I could just take these things that they’re doing and slap it into my it looks good. The website looks good. But there’s, like, still some tactics that you could implement. So I just wanted to mention that there, because we were fixing and readjusting our clients websites all the time, even if they look polished. So even if it looks polished, you have still have room to improve, no matter what. But yeah, you do see those that look like they’re from the early 2000s and it’s it could be. There’s so many different things you could do. You could do the rebrand, which is like a huge overhaul, and change the fonts and change your marketing colors and everything. Or you could just take it page by page and make sure you’re hitting your money page. I just learned that term from one of our podcast guests, but make sure you’re updating the most valuable pages, first with content and creative.

Moby Hayat  31:37

Yeah, love it. Moby, what would you add? I wrote these two things, which is number one, for a website for messaging, I don’t try Well, you see so many websites, they’re like leadership and excellence is what’s in their banner. Or it’s like innovation and x, and it’s like, I have no idea what you’re doing. Yes, please tell me what you do. And number two, please make it easy to make it contact you, which is simple, contact us. Form, those are two things. Just tell me what you do and make it easy for me to reach out to.

Damon Pistulka  32:08

Yeah. Just amazing. How many websites don’t do that, yeah? Keep it

Curt Anderson  32:14

simple, right? Keep it simple in alright. So I’m going to keep cruising down. Oh,

Moby Hayat  32:19

I’m super excited for what’s above this, the round table we’re going to have, we’re going to divide it into different sections that room. We’re going to have round tables in which people talk about the CRM that they have, and we’re going to have moderators asking questions, facilitating conversation to be like, how do we solve our biggest challenges? And we’re going to have a long session about this. This is that peer to peer connections that we really want to build. You know,

Kasey Tyring  32:43

go ahead, Kasey. Well, I was just going to say this was this session. The Round Table session came from feedback from last year because we had, it was a gorilla 76 six workshop, and they broke out into CRMs, but it was only like 15, maybe 30 minutes at the very end of the workshop, and that thing could have gone on for an hour more, because everybody was talking about how they’re using HubSpot better. What kind of integrations are they using for Salesforce? And so that was exactly why we had this session. There won’t be a speaker, it’s literally everybody in a community sharing what they know with the rest of the group. So that one is, I’m really excited for too, and

Curt Anderson  33:25

I’m going to, I’m going to tell you something so I’m not a CRM guy at all. And I was in that session, I sat there, and I’m just kind of like, Oh, this isn’t really for me. When they did the breakouts, I’m going to tell you, it also became one of the highlights for the whole week, the whole you put us in a group, because I was in the group that, like, I was like, the non CRM group, you know. And also, I met a group of people that I normally would have interacted with. I met people from different states. We all clicked. And it was just a dynamic conversation. And I and I’m like, man, for a session that I almost thought about not going to, it really wasn’t resonating with me. But then also, when you guys went in the groups, it was, I thought it was a total home run, and I loved it. And so kudos to you guys for for you listen to the, you know, listen to your crowd, and came back with it. So that was, that was great. Okay, here’s a sneak peek for the research that you were talking about. Kasey, you want to hit this for

Kasey Tyring  34:16

a second? Well, I don’t know anything that is. It’s not released yet, so I actually am super excited to know from last year to this year what things will change like. I can imagine maybe video gets more hits. I think we had a question on the first time last year with Reddit. So that’s something that everyone’s really interested in right now, is, are technical buyers using Reddit, or is it just like this random search traffic that is getting higher and higher. So learning what that engineering report and I from true marketing don’t have anything to do with the report. So I’m, like, on my pins and needles too, trying to figure out what, what’s going to happen there. But just I forgot to mention, or we forgot to mention, that these sessions are broken out in two. Tracks. So there’s a strategy track which can be for they’re all for all levels, but there’s a strategy track that’s more about stakeholders and like the overall brand strategy. But then we also have a technical or a tactical track. So that’s getting into the nitty gritty analytics, that cookie list Sure thing. So you’ll see back and forth, like, different styles of sessions too. Yeah, absolutely

Curt Anderson  35:26

love it. And I’ve had the privilege, I think, the past several years that Wendy and I, I’ve been, we’ve either presented at at Purdue, or she’s been on the live show. And I’ll tell you, the information is truly mind blowing. And like, in the fact that you guys do this and just give it, give it away for free. Is, yeah, I I cannot describe crazy generous. That is of you know, for your for true leadership, to take the time, the energy and to do this. Well,

Kasey Tyring  35:54

I think that’s what we’ve all learned. Gorilla 76 and true and I coach any of my clients this, give your information away, be valuable and teach and that it translates to business like you don’t need to gatekeep anything. They will still come to you. Yep, I

Curt Anderson  36:11

couldn’t agree more. So alright, so take a look here. So hey, we’ve got our dear friend Megan, Jacob’s been on the show. Jennifer, so again, this is going to be another talk about branding, for recruiting for the next generation. This is going to be a hot topic. Hey, who’s that crazy guy, man? So this will be a fun one here. So just met up with our guys yesterday, so we’re plotting this out. We’re going to do a little live show Damon at the end of the month with our team here, and let’s take her home. Guys. Any last things Moby that you want to add that you’re super excited to as we come down the bottom here, I am

Moby Hayat  36:42

excited to meet every single person who’s going to be there last year. It was great. The conversations we had while having coffee, waiting on the bus, on the bus, in between sessions. That’s fantastic. And there’s so many people I didn’t get to meet, which is like, Curt, I didn’t get to meet

Curt Anderson  36:55

you. I’m, you know what we’re going to make up for that, my friend, I

Moby Hayat  37:00

know. And so I’m really excited to seeing everyone and just being like, Oh, I know you did LinkedIn. Let’s go. So it’s going to be a lot of fun. That’s

Curt Anderson  37:07

right. So okay, so Kasey, let’s talk about so we’re going to wind down on this so everybody can go. We’re at industrial marketing summit.com they can register. This little button right there says, register. Just booked their plane ticket. Don’t even think about it, right? Just do it. That the whole point here, or what? Absolutely?

Kasey Tyring  37:26

Yeah, exactly. And if you can come, we do have digital passes. I know it’s getting down to the wire where people are going to start not being able to book their flights or not get approvals in time. And so I always like to mention that at the end there, too is there’s a digital pass that you’ll get all the content, almost everything. Like, we won’t have some things that are harder to record, but a digital pass is a good way to go too. You’ll still get most of those sessions. Yeah, absolutely. Digital

Curt Anderson  37:50

is better than not going but Moby, come on, let’s be honest. They got it. They just gotta go like, they just can’t not go right. Like, no, okay, alright. Damon, we got it. I know we have any. I see a couple comments here.

Damon Pistulka  38:03

Yeah, we do. Mohammed, it’s he just said, thank you very much for sharing the such information. Great news. And someone said something about executive orders affect this industry. I don’t I mean, when you I’m just like manufacturing in the US, we’re pretty safe. Yeah.

Curt Anderson  38:22

And hey. And Muhammad did ask, you know, can you join it online? And so, yeah, again, go to the industrial marketing Summit. You’re here on LinkedIn, we have it all over the place on LinkedIn. Go to true marketing. Go to gorilla 76 just, you know, or just book, a book, a flight to Austin. Just wind around. We’ll find you. So you just show up. So Casey, as we start winding down, what? What would you say for anybody that’s kind of on the bubble thinking about going to industrial marketing Summit? Let’s, let’s push them over the edge. Well,

Kasey Tyring  38:52

everyone has already said the great points of it’s building community. You’re absolutely meeting your counterparts across the US, everyone who is working in a manufacturing and engineering company, everybody’s going to be there, so you’re going to learn from your peers. And one thing that I like to stress, because I am on the speaker side of things and the programming side of things, is that we are very, very passionate about bringing value to every single session. So it’s not just speaker, professional speakers that are phoning it in and saying the same presentation they give at every conference like we’re making sure they’re tailored to this audience. There’s industrial marketing examples. There’s key takeaways that we are pushing our all of our presenters to make sure, hey, you need to have something that everybody in attendance will walk away and learn from your presentation. So I know everyone on the organizing team is really passionate about bringing value to each session. Love

Curt Anderson  39:49

Moby, somebody that’s on the bubble on the edge, push them over. What? Why should they be there

Moby Hayat  39:55

if you want to meet people who are in the trenches just like you are every day? Right? This is the place to connect with them, make more friends, get more ideas, and just be better at what you do. Yeah,

Curt Anderson  40:06

man, that’s short, but sweet. I love it. So, okay, guys, we’re going to wind down Casey. Last question for you might be let I might have one more, but last question, marketing advice, okay, you’re just a fierce marketer, marketer for manufacturers. What would you say is the best marketing advice that you’ve received, or what’s best marketing advice that you’d like to pass along that somebody apply today? Okay,

Kasey Tyring  40:30

I have one that came up immediately in my mind, because it’s what we’re preaching right now, is to be everywhere that your audience is at first year. And I mean that because right now everybody’s search results is are going down like organic traffic is sinking. The newsletters, email newsletters aren’t performing as much as possible. So if you have your eggs all in one content basket, one area that might not work anymore. So be everywhere. Public relations is is becoming more popular for industry, tech publications, LinkedIn, making sure you have a social media strategy. So just all those layers have to be met. I mean, if you’re strapped for resources, I get it, but you do want to kind of differentiate your strategy at this point. Yeah, absolutely

Curt Anderson  41:19

love it. So Moby, my friend, I’m not asking the same question, what was the name of the captain in Moby Dick?

Moby Hayat  41:27

I’ve never read it. I did read the summary. I went through the entire summary last week, all the details and what it’s about. I don’t know. Answer the books. That’s boring. So

Curt Anderson  41:43

I had Damon, do you know that answer? Kasey? That answer? No. So it was Mel Melville wrote the book, right? Melville wrote Moby Dick. I think it was Captain Ahab. I think it was, if I’m not together, there you go. So alright, Moby, now I’m going to come back to you the question I just asked Casey. I’m not going to ask you, Moby the singer, what was his top song? What was the top song? That

Speaker 3  42:07

trivia questions. I’m teasing you

42:11

because I don’t know. Yeah,

Curt Anderson  42:14

you know, because the hair I’m a huge, huge Moby fan. So let’s all right, Moby, same question for you, my friend, top marketing advice that you would love to pass along to somebody that’s maybe kind of starting out or just kind of figure out this whole digital marketing thing for manufacturers. What are your thoughts? Yeah, I think if

Speaker 1  42:30

you’re going to invest in a channel, well, it’s content, or it’s ads or it’s social media, I think do less things, but do them really well. For example, what Kasey said is a perfect example of taking content and a social strategy, but doing it well by diversifying, I just do less things, but do them really well and just take them to logicals then, where you’re like, we can’t saturate this smart this channel anymore, or this one or two things that we do. We can’t do them much better. We’re only getting incremental increases in positive results if we put in 20% more input. How about we just add something else you want to get to that point. So just whatever you’re going to do, invest in it, because it takes some time for it to work.

Curt Anderson  43:08

Love it. Great. Drop the mic. Dude, that was a great answer, man. And

Kasey Tyring  43:12

I have to say, if anyone needs advertising like inspiration, you guys have to follow movie. He does a great job on his videos, and he gives away a lot of his knowledge. I’ve learned a lot from advertising strategy for Moby. So follow him for sure. I appreciate

Curt Anderson  43:29

follow Moby on. Alright, so Moby, I have one last question for you. Yes, you ready? You sitting down? Ready? Hey, Melville, he’s googling Moby songs right now, alright, Moby, when you are the MC at the industrial marketing Summit, hey, like, we like, Are you, like, Are you fired up? Do you get a little nervous? Like, what’s that

Moby Hayat  43:49

look like? Oh, super nervous. Like, you just said it in my hands. But I love I love it. My only fear, the only fear I ever have is, like, actual figures. Like, still want to get sick. Otherwise, I’ll make it through the nerves are great. I’m excited. I’m so, yeah, whatever happens, I will definitely be shaking my boots right before, but we’ll get through it. You’ll be

Curt Anderson  44:10

shaking in your boots, alright? So on your so when, when it starts, Kasey, when it starts, what is your what’s your walk up song, Moby. So when the conference, you can like, Moby, like, like, it’s Moby time he’s coming on stage. What song is Casey? Need to play? Like, what’s your walk up song?

44:31

Oh, I like the immigrant song. But Led Zeppelin,

Curt Anderson  44:33

that’s a good one, old school. Man, yes, man, it’s like our jet like, Damn, that’s a great song. Casey, do you have a What’s your walk up song? Yeah,

Kasey Tyring  44:48

well, hopefully I won’t be walking up to anything, because I am behind the scenes for sure. But, yeah, maybe Taylor Swift, anything but

44:58

nice. There you go. Shake it. Off

Curt Anderson  45:00

right little shake it off. Would that get you up there? So, alright, well, Damon, what a great conversation. Any thoughts, comments? What do you got for?

Damon Pistulka  45:09

Well, I was, I was going through, as they were talking, going through the the lineup again, and I’m it just so, so full of great people and great information that you’re going to be able to do. And like, Kasey was saying, if you can’t get there, go on the industrial marketing, something website, grab yourself a digital pass. You’ll get most of the the digital that. You’ll get a lot of the information other than the experience of being there. If you can go to Austin, go to Austin. But really, I mean the people that are talking there are people that know and have to do it every day, not just like Casey said, not somebody that you know on the public speaking tour, kind of you know, doing their thing. These are people that are grinding it out every day, building, helping people build good businesses, manufacturing, with their marketing. So it’s going to be a it’s going to be a great event.

Curt Anderson  46:00

Going to be fire. So alright, guys, first off, I want to give a huge heartfelt thank you to both you. I know how busy you are. Case you got a conference to run here in two weeks. Man, Moby, you’re going to be I’m seeing so I know you’ve got the microphone. Are you running around the house with a microphone like, like practicing, practicing all the time. I absolutely love it. So hang out with us for one second, but as we close down and then all sincerity. Thank you both. I appreciate you. Appreciate both your teams. We just had the respect and admiration we have love our partnership with both gorilla 76 and with true just you know the leadership and what you guys are doing and they, I just, I don’t know where they find this talent Damon, because, like every time we bring someone on from a girl 76 we had Sultan on last year. She was phenomenal. And just everybody we brought on from true Morgan’s been on the show. We’re just great, wonderful people. So I want to thank you both. I wish you just monster, monster success coming into the conference, and Damon as we close out, man, just what do I like? Just be someone’s inspiration, just like these two, how about a big round of applause, right? Just, just, just be an inspiration like these two, you’ll make the world a better place. Damon, hang out with us guys. Damon, close us out. Will you all right?

Damon Pistulka  47:11

Well, thanks everyone for being here today. Love all the comments in there from Usman, Zafar, Muhammad and others. I can’t see who you are, but thank you so much for being here today. And those of you that got in late, you want to go back to the beginning. Start over, because the industrial marketing summit 2025, if you are in industrial marketing, it’s something you definitely want to learn about. In case he talks about getting a digital pass in this. So get back there to the beginning. Start over and come back through the whole thing. We appreciate you out there every week. Love being able to do this. Thanks to Moby and Casey for being here. Today again, we’re doing the sneak peek behind the scenes at the industrial marketing summit 2025 we’ll be back again next week. Thanks a lot, everybody. We’ll finish up offline, see you. Oh, thank you.

Kasey Tyring  48:01

Thank you.