B2B Leaders Series: The Industrial Marketing Playbook | Shift ONE

How do you market a complex product to a highly skilled audience? In this episode of the B2B Leaders Webinar Series, Dylan Kolstadt and Jonelle Brink from Shift One Digital break down the Industrial Marketing Playbook, covering everything from long sales cycles and complex buying journeys to SEO, demand generation, LinkedIn marketing and measuring ROI at board level. Whether you're a B2B marketer, sales leader or business owner in manufacturing, engineering, energy or industrial sectors, this one's for you. What you'll learn: What industrial marketing really is and why it's different Industrial marketing isn't your typical B2C playbook. We break down what makes it unique, from the complexity of the product to the sophistication of the buyer, and why a completely different approach is needed to cut through the noise. How to build a strategy around complex buying cycles When a sales cycle can last 6 to 12 months or more, your marketing needs to work harder and smarter. We cover how to map the buyer journey, build personas, and create content and campaigns that nurture prospects through every stage, not just the top of the funnel. How to identify and target your ideal customer profile (ICP) Who exactly are you marketing to? Engineers? Procurement managers? C-suite executives? We walk through how to define your ICP with precision, understand their pain points, and craft messaging that actually resonates with highly technical and highly sceptical audiences. How to align your marketing and sales teams One of the biggest blockers in B2B growth is the disconnect between marketing and sales. We share how to break down those silos, create shared goals, and build a pipeline where marketing is genuinely enabling and accelerating sales, not working against it. Which digital channels actually work for industrial brands Not every channel is equal when it comes to industrial marketing. We cover the platforms and tactics that deliver real results, from LinkedIn and SEO to demand generation, paid advertising, email marketing, and AI-driven lead generation, and how to prioritise where to put your budget. How to measure and present your results at board level Marketers in industrial companies are increasingly being asked to justify their spend and prove ROI. We give you a practical framework for tracking the right KPIs, building meaningful reports, and walking into a board meeting with the confidence to defend your marketing investment. Subscribe for more expert-led B2B marketing insights and webinars. Connect with Dylan Kohlstadt on LinkedIn for more B2B Marketing Insights:   / dylankohlstadt   Chapters: 00:00 Welcome & Introduction 00:40 What We're Covering Today 01:05 Meet the Hosts 01:30 About Shift One Digital 02:00 What Makes Us Different 02:14 Our Marketing Approach 02:42 Digital Marketing Services 02:54 Marketing & Sales Alignment 03:20 Why We Host This Webinar Series 03:32 What Is Industrial Marketing? 03:42 The Reality of Long Sales Cycles #B2BMarketing #IndustrialMarketing #B2BLeaders #ManufacturingMarketing #DigitalMarketing #SEO #LeadGeneration #LinkedInMarketing #MarketingStrategy #ShiftOneDigital #DemandGeneration #SalesAndMarketing #MarketingWebinar