Podcast
The Marketing Schematic
Hosted by Top Floor · EN
Welcome to The Marketing Schematic, the podcast that dives into the rapidly transforming manufacturing industry, and how sales and marketing teams are driving forward. In each episode, we discuss marketing, business, or operational trends in manufacturing, and talk to subject matter experts on what they're doing to stay ahead of it all.
11episodes
Episodes
Newest firstAll episodes
Manufacturing Marketing: Then & Now
Sep 300:32:36Tap to summarizeIn 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-proofing" your marketing efforts. Tune in to discover how manufacturing marketing has changed and what you need to know to stay ahead of the curve! Let's talk!Top Floor websiteContinued Reading
Transcribe →Stop Piecemealing Your Marketing: Building Cohesion
Aug 2000:27:05Tap to summarizeMarketing 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 websiteDiscover how to build a unified marketing strategy that works. In this episode, we share tips to eliminate silos, align your efforts, and create a plan that delivers measurable results. Let's talk!Continued Reading
Transcribe →Smart Competition: How to Audit Without Copying in B2B Marketing
Aug 600:32:32Tap to summarizeEver 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 one’s for you.Top Floor websiteWant to learn more about auditing your competition? Let's talk!Continued Reading
Transcribe →AI As Your Ally - The Relevance of SEO in 2025
Jun 2500:28:15Tap to summarizeIs 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 conversions. If you're wondering how to thrive in this new AI-driven landscape, this episode is a must-listen!Continued Reading (Blog)Top Floor websiteWant to discuss more about AI? Let's chat!
Transcribe →Big Announcement! Top Floor acquires Concept Co.
Apr 30, 202500:40:48Tap to summarizeIn 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.
Transcribe →Beyond the Brochure: The Power of Video for Modern Manufacturers
Mar 17, 202501:03:14Tap to summarizeIn 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 on how to leverage video to enhance your brand. Dylan shares his expertise on visual storytelling and how manufacturers can create compelling videos that make their lives easier, safer, and more prosperous. Learn how to go 'Beyond the Brochure' and use video to connect with modern buyers. Visit topfloortech.com and digitalalliancemedia.com for more information. See the Digital Alliance production process and check out the JB Industries video at https://www.youtube.com/watch?v=ALdEmnBs16o . Connect with Dylan on LinkedIn at https://www.linkedin.com/in/dylanpieri/. "
Transcribe →From Three to One: Brand Unification with Angela Halverson
Dec 2, 202400:47:17Tap to summarizeJoin 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 planning a brand unification. Involving the Right People: Identifying the stakeholders crucial to the success of the rebrand. Navigating Roadblocks: Anticipating and overcoming potential hurdles in the process. Leveraging Multi-Channel Marketing: Effectively utilizing various channels to communicate the new brand identity. Building Strong Vendor Relationships: Collaborating with external partners to execute the rebrand seamlessly. Tune in to learn how to create a cohesive and impactful brand that resonates with your target audience. topfloortech.com Angela’s LinkedIn
Transcribe →Manufacturing Growth with National Exchange Bank & Trust
Oct 7, 202400:44:57Tap to summarizeIn 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 Bank is supporting these businesses with tailored lending solutions, including SBA programs and flexible financing options. Learn about the bank's commitment to local partnerships and its role in helping manufacturers navigate the complexities of growth and change. Whether you're a manufacturer looking for financing or simply curious about the industry, this episode offers valuable insights and practical advice.
Transcribe →Segmenting Success: How ISE Transformed Their Brand and Website
Jul 29, 202400:48:44Tap to summarizeIn 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 execution system (MES) product, MV2. Learn valuable insights on overcoming challenges, the importance of internal alignment, and practical advice for businesses considering brand diversification. Discover how ISE is leveraging technology and market trends to drive growth and enhance customer experiences. Key takeaways: The importance of defining and understanding your ideal customer profile (ICP). How to successfully segment your brand and target different audiences. The challenges and rewards of brand diversification. Tips for collaborating with an agency to achieve marketing goals. The role of technology and market trends in shaping business strategy. Jay's LinkedIn Erin's LinkedIn MV2 Website ISE Website Learn more about Top Floor
Transcribe →Un-Siloing Your Digital Marketing Channels
Jun 3, 202400:48:24Tap to summarizeIn 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 paid search to inform SEO and optimize content Strategies to break down team and data silos Key metrics to track your success How to adapt your strategy based on industry trends
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