Some manufacturers do excellent work, have loyal customers and build a strong reputation within their industry, yet remain relatively invisible to the wider market.

In this episode of Manufacturers Make Strides, Martin is joined by Jennifer Kelly, Founder of New Initiatives Marketing, to explore why this happens and what manufacturers can do to become more visible. With a career spanning B2B marketing roles at Siemens and the Financial Times before starting her own business, Jen has spent years working with established companies to build more consistent approaches to marketing.

They discuss why referrals can be valuable but difficult to plan around, how marketing can support sales throughout a long B2B buying process, and why manufacturers need to communicate differently with the various people involved in a purchasing decision. Jen also shares how her own approach to marketing has evolved through major changes including the financial crisis, digital marketing and, more recently, AI.

From preparing for trade shows before the doors open to asking customers why they chose to work with you, the conversation looks at what consistent marketing can mean for manufacturers that want more control over how they are seen and where future business comes from.

In this episode

• Manufacturing marketing
• Building visibility
• Referrals and future growth
• B2B buying decisions
• Supporting sales through marketing
• Lead nurturing
• Customer case studies
• Consistent marketing
• Building reputation
• AI in marketing

Our Standout Q&A

Martin: Why do you think some really good manufacturers stay a little bit hidden in the marketplace and don’t get the attention that they should do?

Jennifer: I think they stay hidden because, number one, they don’t promote themselves. I think they are focused, kind of heads down in doing the good work and being very concerned about the production and what’s happening with the business, as opposed to taking the time to really promote themselves and figure out where in the market that there is room for them and really grab onto that and go for it.What I find as well is, when pressed, some of the manufacturers feel that we get referrals. We’re known in the industry, we’re okay, that kind of thing. Which is fine, but you have to remember that things can shift and that you really have to get out there. And the thing about referrals, while they’re amazing and they’re very warm, is that you can’t plan on them.

Quick Win

At the end of every episode, we ask our guests to leave listeners with one action they can put into practice.

Jen’s quick win is to speak to three existing customers and ask them three questions: How did you find us? Why did you choose us? And why do you stay with us?

The answers may reveal strengths within the business that you have overlooked or reasons customers value working with you that differ from your assumptions. Jen suggests using those conversations to uncover useful material for your marketing, from customer experiences and case studies to the qualities that are helping you retain business.

About Jennifer Kelly

Jennifer Kelly is the Founder of New Initiatives Marketing, where she works with established B2B companies that do not have their own internal marketing department. Her team develops and delivers marketing activity linked to the company’s wider business and sales goals.

Jen began her career in marketing before moving into B2B roles with companies including Siemens and the Financial Times. After being made redundant during the 2009 financial crisis, she began freelancing before gradually building her own business. Today, she brings together specialist teams across areas including design, web, content and analytics to support clients with the marketing expertise they need.

Resources

🌐 Website
New Initiatives Marketing

💼 LinkedIn
Connect with Jennifer Kelly

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