The Marketing Schematic

In this episode of The Marketing Schematic, join hosts Ann Cotter and Chad Spaude as they explore how marketing for manufacturers has evolved over the past 12 years. They discuss how marketing has shifted from a transactional, checklist item to a data-driven, strategic revenue driver. They also share predictions for the future, including the impact of AI, and offer timeless advice for "future...

Marketing shouldn’t feel like juggling mismatched pieces. In this episode of the Marketing Schematic, Anne and Andrea break down why piecemeal marketing stalls growth - and how a cohesive, data-driven strategy can finally get all your efforts working together toward measurable results. Top Floor website⁠ Discover how to build a unified marketing strategy that works. In this episode, we share tips...

Ever feel stuck between knowing what your competitors are doing and figuring out what you should do next? In this episode, we break down how to run a smart competitive audit that inspires—not imitates. Learn how to uncover real insights, identify gaps in your strategy, and lead the pack instead of playing catch-up. If you're in B2B marketing and ready to move beyond the copy-paste approach, this o...

Is SEO dead in 2025? Think again! Join Anne Cotter and Andrea Yank as they dive into how AI is transforming the world of SEO and organic traffic. Discover why Google impressions are up but clicks are down 30% , and what "Generative Engine Optimization" (GEO) really means for your content strategy. Learn how to leverage AI to your advantage and shift your focus to the KPIs that truly matter for con...

In this episode, Justin Kerley and Chad Spaude talk through the details of Top Floor's upcoming acquisition of Concept Co. - effective May 1, 2025. Here's to a bright and exciting future! Learn more about the acquisition, here.

In this episode of The Marketing Schematic, we sit down with Dylan Pieri, Executive Producer and Co-Founder of Digital Alliance Productions, to explore effective video marketing strategies specifically for the manufacturing industry. Discover the different types of video content that resonate with B2B audiences, learn the ins and outs of the video production process, and gain actionable insights o...

Join us as we explore the intricate world of brand unification with marketing expert Angela Halverson. In this episode, we’ll delve into the strategies, challenges, and best practices for successfully merging multiple brands into a single, powerful entity. With her wealth of experience, Angela will share valuable insights on: The Strategic Approach: Understanding the key factors to consider when p...

In this episode of The Marketing Schematic, we dive deep into the world of manufacturing with two experts from National Exchange Bank and Trust, Dave Mohorich and Glenn Stadler. They share insights into the unique challenges and opportunities facing Wisconsin manufacturers, from automation and labor shortages to real estate expansion and generational transitions. Discover how National Exchange Ban...

In this episode of The Marketing Schematic, we dive deep into the brand segmentation journey of Information Systems Engineering (ISE). Join us as we chat with ISE's Director of Marketing and Communications, Erin Bonde, and President, Jay Gentle, about their process of identifying target audiences, developing distinct brand identities, and launching a new website for their manufacturing executi...

In this episode, learn how to craft a unified digital marketing strategy that gets results for your manufacturing business. You'll discover: Why ditching siloed marketing is crucial for a smooth customer journey How to map your ideal customer's buying process for manufacturing products Which digital channels (SEO, PPC, social media, email) to use at each stage How to leverage data from pai...

This episode of tackles the specific challenges of launching industrial products. We're joined by Stu Accola, a B2B marketing expert with over 15 years of experience guiding industrial companies through successful product launches. Stu will shed light on the common pitfalls that can derail your launch, and equip you with the strategies you need to make a splash. Learn how to: Avoid mistakes th...

In this episode, we dive deep into the world of eCommerce for manufacturers. We'll explore why more and more manufacturers are embracing online sales channels, and equip you with a practical guide to get your business eCommerce-ready. We'll cover key areas like: The compelling reasons manufacturers are turning to eCommerce How to develop a winning eCommerce strategy Choosing the right tech...

Feeling the lead gen pinch? In this episode, Anne, Justin and Chad will guide you through a powerful DIY Lead Generation Audit, helping you identify leaks in your sales funnel and maximize its potential. We'll break it down step-by-step, covering: The Big Picture: What are we reviewing, and why is this audit so important? Knowing Your Enemy: How to gather intel on your competitor's marketi...

This episode is a recording of our recent virtual workshop, "Manufacturing Growth: A Roadmap to Your Digital Strategy." Join Andrea and Anne as they dive into how to leverage digital channels to: Conduct effective audience research to understand your target market. Utilize data from digital tools (both first-party and third-party) to set achievable goals for your virtual strategy. Contin...

Building a website is a journey, not a destination. Choosing the right partner is crucial for a successful outcome. This episode equips you with 12 essential questions to ask potential website partners before you sign on the dotted line. Key Questions Covered: What does your typical project team look like? Do you outsource any component of the work that goes into our project? What sets your soluti...

This episode dives deep into the essential steps for planning your new manufacturing website. We'll guide you through the key considerations you need to make before diving into development, so you can build a website that attracts, informs, and converts your ideal customers. Here's what you'll learn: Figuring out your WHY: What are your goals for your website? How will it support your...

In this episode, we delve into the exciting world of fostering thought leadership within manufacturing companies. We explore how to empower your shop floor employees to share their valuable insights and expertise, transforming them from production line heroes into industry thought leaders. Key Takeaways: Discover the hidden potential for thought leadership within your manufacturing workforce. Lear...

In this episode, we are joined by Jim Mayer, host of the Manufacturing Culture podcast. Jim is your answer to turning a “just okay” workplace environment, into one where everyone thrives. Founder of TCO Strategies, Jim uses his 20 years of skilled trades experience to offer culture consultations, interviews, and strategies to turn manufacturing companies into workplaces that thrive on motivated pe...

In this episode, we discuss the importance of tracking ROI in (digital) marketing, what metrics to look at, how to attribute them, and how financial metrics can help you calculate your ROI. We also discuss the metrics that matter most to your stakeholders to help you generate buy-in.

The 2023 Wisconsin Manufacturing Report identified "new market growth" as the number one revenue driver manufacturers predict in the year ahead. In this episode, Andrea Yank and Anne Cotter discuss how digital channels can be used to investigate new market landscapes including audience, competitors, and trends.

Join us as we learn from Lloyd Brown, Sales & Marketing Director at Marlin Technologies, about best practices for performing a SWOT analysis and how it feeds into your marketing plans.

Top Floor's Sales and Marketing Team discuss their experience at the Wisconsin Manufacturing & Technology Show, where they interviewed both attendees and exhibitors. Hear what their takeaways were and the recorded trade show interviews.

Recruiting for the next generation of skilled labor has been a hot-button issue for many manufacturers over the past several years. In this episode, we discuss the perceptions of manufacturing careers and marketing's role in changing perceptions and filling open seats.

Take a listen to the audio recording of Top Floor's virtual workshop, Exploring the Impact of AI and ChatGPT. Anne Cotter and Justin Kerley discuss important definitions, and applications of AI in B2B marketing, along with tips for crafting stong generative AI inputs to get high-quality outputs.

In this episode, Anne and Chad talk to Amanda King, Marketing Manager at Yamato Corporation, about developing a successful tradeshow strategy and how to make an impression in high-traffic environments. The conversation unveils distinct marketing principles that should be kept in mind for both traditional and digital marketing strategies.