Scott MacKenzie on the Business Development Power of Podcasting - Industrial Growth Institute Podcast Episode 11
Summary
Scott MacKenzie is the founder of Industrial Talk, an innovative and disruptive business that he founded after taking a company public, retiring, and wanting to do something fun.
But the business builds on a crucial discovery he made when he was running a staffing agency. It was a tough, competitive market in which he had difficulty differentiating his offering from others. Until he struck upon the idea of creating a podcast through which he could reach prospects and provide resources for the market as well.
Our conversation covers:
Takeaways
Check out Scott's website
LinkedIn: Scott MacKenzie and Ed Marsh
Twitter: Scott MacKenzie and Ed Marsh
Instagram: Ed Marsh
YouTube: @IndustrialTalk and @EdMarsh
Show Transcript
Chapters
00:00 Introduction and Background
04:15 Transition to Marketing and Media
08:13 The Importance of Marketing in the Industrial Sector
11:18 Shift from Operations to Marketing
16:38 The Power of Content and Media
23:55 Extracting Stories and Getting People to Talk
25:56 Efficient Workflow and Automation
31:47 Diversified Revenue Streams
38:25 Overview of Scott MacKenzie's Business Model
39:18 Speaking Engagements and Training
40:44 Content Development and Industrial Academy
42:46 Best and Worst Practices at Trade Shows
46:07 Maximizing Impact at Trade Shows
48:19 Scott MacKenzie's Hobbies and Fun Activities
51:40 Scott MacKenzie's White Label Services
54:14 The Importance of Aligning Marketing and Sales
56:49 The Role of Marketing and Sales in the Buying Journey
01:00:25 The Integration of Marketing and Sales
01:02:27 The Role of Marketing and Sales in Revenue Growth
01:05:11 Exciting Opportunities for Business
01:09:36 How to Contact Scott MacKenzie
01:10:05 Scott MacKenzie's Guidance for Industrial Manufacturers
#podcast #BusinessDevelopment #Prospecting #LeadGeneration #TradeShows #Broadcasting #SalesLeads #Coldcall #Media #ManufacturingMarketing #IndustrialSales #B2BSales #IndustrialMarketing #Innovation #CompetitiveBusiness #Differentiation
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