Industrial Growth Institute

Why can't successful industrial leaders change — even when they know they should? It's not stubbornness. It's not bias. It's something deeper: their beliefs aren't opinions — they're truths. And you can't argue with truth. How often is that dissonance the real source of buyer objections? Understanding epistemological truths — and how to work with them instead of against them — is the key to unlock...

B2B sales in 2025 is confusing. On the one hand, it's just the same as it's been for years. We need to connect with buyers, build trust, and guide them through decisions. On the other hand, it's a completely different beast. That's why Derek Baer is in the studio this week, for a free-wheeling, no-holes-barred discussion and debate on sales topics. It's time to get comfortable being uncomfortable!...

If you haven't asked yourself how to build a B2B website in the new post AI world, you're site is probably underperforming. Not only has technology advanced, but buyer expectations for features, UX, navigation, and utility have changed. More importantly, the goal of your site has changed as buyer behaviors and search have changed. Today a site works mostly at the bottom of the funnel - the decisio...

If you're a machinery OEM you probably would like to ignore used machines. They're a hassle. For customers who own them, you have to provide support as components become obsolete and tribal knowledge dwindles. When you compete against yourself, that's particularly frustrating, especially when it seems like buyers are just trying to save a few bucks and don't care about the hard work of R&D and...

If you're not embracing PR as a key pillar of your industrial marketing strategy, you're probably not going to survive the collapse of traditional SEO driven content marketing! AI is disrupting everything about how buyers think, research, learn, evaluate and buy. It's overwhelming and we can only guess about where we'll be in five years. In the meantime, we have to position ourselves to thrive ami...

A simplistic sales process sets your team up to fail. Most industrial sales teams never even know who makes the real buying decision! Want to forecast accurately? You must understand how these five buying decisions shape the buying journey, and your sales process must address them! Host Ed Marsh lays out his theory of five buying decisions in this solo Episode #71 of the Industrial Growth Institut...

Selling a business after a great run. Finding the right buyer, making the right decision, doing the deal right - Episode 70 of the Industrial Growth Institute Podcast with Michael Horn, Jr. Summary This week, Michael Horn, Jr., former CEO of AC Horn, a fourth-generation family-owned food processing machinery builder, is in the studio chatting about the journey to a business sale. After military se...

Rewriting the Rules of Enterprise Software for Manufacturing - Episode 69 of the Industrial Growth Institute Podcast with Radu Spineanu Summary Radu Spineanu is in the studio with Ed Marsh this week to discuss the intersection of AI and manufacturing, and explore how AI is poised to completely change enterprise software. Radu shares his journey as a founder, through an IPO, his time in YCombinator...

Sales for Manufacturers, and creating content that resonates with people who actually bend steel and make stuff - Episode 68 of the Industrial Growth Institute Podcast with Jim Vinoski, Forbes contributor and the voice of Manufacturing Talks Summary Manufacturing podcast veteran Jim Vinoski joins Ed Marsh in the studio this week to discuss manufacturing, policy, content creation, veterans, scouts,...

Building a Known and Trusted Brand Through Effective Content Marketing in a Zero-Click World - Episode 67 of the Industrial Growth Institute Podcast with Marcus Sheridan, Author of "Endless Customers" Summary Ed Marsh and Marcus Sheridan explore the evolution of content marketing, the impact of AI on business, and the importance of transparency and trust in the industrial manufacturing space. In t...

Sensemaking & Leadership - Turning Technology into Sustainable Business Impact - Episode 66 of the Industrial Growth Institute Podcast with Sensemaking Evangelist Jeff Tehan Summary Jeff Tehan, a former Army Blackhawk pilot, technology product manager and "sensemaking evangelist," joins Ed Marsh in the studio to discuss navigating business uncertainty in the AI era. Jeff brings a unique perspe...

AI Talk is Cheap. It's time for straight talk about what's really necessary to implement AI for marketing and sales in industrial manufacturers - Episode 65 of the Industrial Growth Institute Podcast with Rick Kranz Summary Rick Kranz is in the podcast studio this week to delve into the practical applications of AI in marketing and sales. He emphasizes the importance of community and collaboration...

Trust & Relationships Matter in B2B Sales, and every company should be asking whether and how to build an online community in 2025 - Episode 64 of the Industrial Growth Institute Podcast with Chief Evangelist Leslie Greenwood Summary Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, th...

When it's time to improve sales management with an upgrade or a new role, fractional sales management may be the answer - Episode 63 of the Industrial Growth Institute Podcast with  Walter Crosby of Helix Sales Development Summary Walter Crosby joins Ed in the studio this week to delve into the critical role of sales management in driving revenue growth for industrial manufacturers. They discuss t...

Corporate development and corporate VC are two important growth levers that many middle market industrials overlook - Episode 62 of the Industrial Growth Institute Podcast with former investment banker and now Deep Tech VC Belinda Ephraim of Tenseur Capital Summary In this episode, Ed Marsh and Belinda Ephraim delve into the world of deep tech and venture capital. Belinda, managing general partner...

How long will economic growth last? Join Michael Feuz for Episode 61 of the Industrial Growth Institute Podcast for more on ITR Economics' explosive prediction of a 2030s depression! Learn what you need to do to prepare your company now. Summary Michael Feuz, an economic speaker from ITR Economics, is in the Industrial Growth Institute Podcast studio this week to discuss the current business lands...

Does Industrial Automation Complement or Compete Against Skilled Trades in Manufacturing? - Taylor Evans on Episode 60 of the Industrial Growth Institute Podcast Summary Taylor Evans joins Ed to discuss the current state of manufacturing and workforce development, emphasizing the importance of talent acquisition, employer branding, and the challenges faced in attracting skilled labor. They explore...

Stop Losing Deals to Buyer Indecision: How to Apply the JOLT Effect in B2B Sales - Ted McKenna on Episode 59 of the Industrial Growth Institute Podcast Summary Ted McKenna, coauthor of The JOLT Effect and founding partner of DCM Insights, joins Ed Marsh to dissect why B2B deals often die not from rejection but from buyer indecision. With research showing that up to 60% of complex B2B deals result...

The Plague of Sales Excuses is Costing You Wins: It's Time for Extreme Ownership of Results in B2B Sales - John Barrows on Episode 58 of the Industrial Growth Institute Podcast Summary John Barrows is the CEO of JB Sales and a legendary figure in tech sales. He joins Ed to discuss AI, how B2B sales is evolving, the importance of training and the curse of sales excuses. John shares insights from hi...

Mastering Selling the the C-Suite and Shepherding Decisions - Elizabeth Freedman in Episode 57 of the Industrial Growth Institute Podcast Summary Selling to the C-suite has never been easy, and it's rapidly getting much harder. How can teams succeed? Elizabeth Freedman brings years of personal experience selling to the Csuite to the Industrial Growth Institute podcast as she and Ed Marsh discuss t...

Autonomous Deal Execution and the Power of AI Sales Agents - Roi Carmel in Episode 56 of the Industrial Growth Institute Podcast Summary Roi Carmel, CEO of Spotlight.ai , joins EdMarsh  to discuss the intersection of sales, technology, and the impact of AI on the sales process. They explore the importance of viewing sales as a core function across all roles, the concept of autonomous deal executio...

Just Sell That Hairy B2B Deal! Gain a Competitive Sales Advantage Through Trade Credit Insurance - Dan Schobel in Episode 55 of the Industrial Growth Institute Podcast Summary Dan Schobel joins the Industrial Growth Institute podcast to chat with host Ed Marsh about the often-overlooked topic of trade credit insurance. They explore how this financial tool can mitigate risks for industrial manufact...

Is Private Equity Good or Bad for American Manufacturers? - Dianna Huff in Episode 54 of the Industrial Growth Institute Podcast Summary Diana Huff, a marketing expert focused on American manufacturing chats with host Ed Marsh. They discuss her journey from a background in English literature to industrial marketing, her passion for promoting Made in USA products, and the challenges faced by small...

Industrial Content Marketing Can't Fake a Genuine Industrial Connection if It's Going to Resonate - Steve Maurer in Episode 53 of the Industrial Growth Institute Podcast Summary In this episode of the Industrial Growth Institute podcast, Ed Marsh interviews Steve Maurer, an industrial content marketing copywriter with a rich background in maintenance and safety. They discuss the evolution of conte...

Manufacturing Talk Radio Quickly Morphed From an Experiment to an Industrial Marketing Juggernaut that Drove 30% Growth in Sales - Lew Weiss in Episode 52 of the Industrial Growth Institute Podcast Summary Lew Weiss, founder of All Metals and Forge Group and Host of Manufacturing Talk Radio joins Ed to share his extensive experience in industrial sales and marketing. Lew discusses the evolution of...