The Manufacturing Executive Podcast Danny Gonzales

The Manufacturing Executive: Episode 5

Listen to this episode here or on Apple Podcasts, Spotify, Stitcher or Google Podcasts.

Episode show notes

By 2022 online videos will make up more than 82% of consumer internet traffic. That’s 15 times more than in 2017, according to a recent study by Cisco.

Video is how your buyers want to consume information, so it’s exactly how you need to deliver it to them.

On this episode of The Manufacturing Executive Show, Danny Gonzalez, CEO of both Industrial Sage and Optimum Productions, talked about driving growth through video production in the industrial sector.

Here’s what we discussed with Danny:

  • How some industrial companies are using video to their advantage already
  • Shifting your message from traditional marketing to the way buyers buy now
  • How salespeople can make one-to-one messaging videos using their webcams and distribute them via video cards
  • The way to get started in video marketing right now (and now’s the perfect time!)

Resources Mentioned in the Episode:

Industrialsage.com

Monique Elliot of Schneider Electric

Malika Waller (formely of Landis+Gyr)

To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, Spotify, Stitcher or Google Podcasts.

Transcript of episode

Joe Sullivan:
Welcome to the Manufacturing Executive Podcast, I’m Joe Sullivan, your host and a co-founder of the industrial marketing agency Gorilla 76. There are a lot of reasons why I’m super excited about our episode today, which is an interview with an expert in video production, and specifically inside of the industrial sector. But let me throw a pretty staggering statistic out there before I introduce him. A recent study by Cisco shows that by 2022, online videos will make up more than 82% consumer internet traffic, that’s 15 times higher than it was in 2017. There are a lot of stats like this out there, that just really point to content consumption shifting to video. Numbers like this just kind of blow my mind. But you can see it happening all around you. You search for something in Google, you scroll through your LinkedIn feed, and you see more and more video.

Joe Sullivan:
So, the reality is this. If this is how your buyers want to consume information, then it’s exactly how we need to be delivering it to them. So, let me take a moment to introduce Danny Gonzales of Industrial Sage and Optimum Productions. As an Atlanta native, Danny discovered his passion for video production while volunteering as a missionary in Mexico after high school. Later, his extensive career experience in the world of digital video creation and marketing with companies throughout Georgia led him to found Optimum Productions, a full service video marketing company, in March of 2007. Danny’s personal mission in life is not only to spark creativity and drive results, but also to be actively involved and to consistently present positive and meaningful messages for the betterment of our local community and the world at large.

Joe Sullivan:
Danny has over 15 years of experience in marketing strategy and video production, working nationally and internationally. Maintaining a detailed marketing strategy, meaningful business insights and creative vision gives Danny the ability to routinely exercise his left and right brain equally on a daily basis for his clients. His unique talents, approach and accomplishments are unmatched as he continually garners award-winning results, including nine Telly Awards for client productions. He’s driven by results, ROI, and ultimately solving clients’ challenges with innovative video solutions. Danny resides in Cumming, Georgia with his wife, Julie, and they have been blessed with four beautiful children. Danny also enjoys spending time with his family, playing golf, cooking on the Big Green Egg, flying his drone, watching movies, and racking up hours in the air with his private pilot’s license. Danny, thanks for joining us.

Danny Gonzales:
Hey, thank you for having me. Super excited to be here.

Joe Sullivan:
Awesome. So, it’s always interesting to learn a few little nuggets about people that you’d have never otherwise known. I got to ask you about your pilot’s license.

Danny Gonzales:
Yeah. That’s just an awesome hobby of mine, it’s one of those … What do they say? One of those bucket list item things. So, I got it a couple years ago after putting it off and putting it off and putting it off because I was busy. And then anyways, I said, “You know what? I don’t think I, in the last several years have gotten any less busy. So, I need to go ahead and do this.” So, got it a couple years ago and I absolutely love it. It’s a great way to kind of take your mind off things. What’s actually an interesting aside that I’ve kind of learned anecdotally after getting this license, there’s actually a lot of manufacturers, a lot of founders and CEOs that are pilots as well. Which I did not-

Joe Sullivan:
Is that right?

Danny Gonzales:
Yeah, I didn’t know that. And then it would just come up all the time in conversation. You’d go to a conference room be like, “Hey, what is that? Is that a Beach King Air?” “Oh, yeah, yeah.” “Oh, wow that’s really funny.” And, “Oh you know Bob over there, he’s got a TBM-850.” You’re like, “Oh wow, that’s cool.” And it was just this small little … I don’t know, maybe it’s because it’s part engineering and part of just the sense of freedom and they’re entrepreneurs. There’s something there I think. But yeah, I love it. It’s awesome.

Joe Sullivan:
Well, a nice way to start conversations with the right people, if there’s some overlap there. That’s pretty cool.

Danny Gonzales:
Exactly.

Joe Sullivan:
How often do you get up in the air?

Danny Gonzales:
Not enough. I would say lately it’s been maybe once a week or maybe a couple times during the month. Yeah, I don’t fly anything fancy, it’s a little two seater Diamond 20, it’s got a kind of glider profile, so it’s pretty big and lightweight, doesn’t go super fast. But it’s a lot of fun.

Joe Sullivan:
Awesome. Love it. Well, I stumbled across Industrial Sage a few years ago and I was immediately drawn to all the video content that you guys produce. Like in the intro I sort of mentioned, there’s just more and more and more video content emerging all around us everywhere we kind of are, especially online. And you kind of see two ends of the spectrum. On one end, there’s all the homemade stuff that people are shooting on their iPhones, which for a lot of purposes is great. Video is accessible to the average person now and it has its place. Recordings of Zoom meetings this year in particular ever since COVID hit.

Joe Sullivan:
And then on the other end of the spectrum, there’s always been this sort of super high budget brand story type of stuff. Multiple professional videographers, lots of post production. And there hasn’t been a lot in between I feel like. A lot of times it’s been sort of both ends of the spectrum. And I think what caught my attention with you guys is you’re bringing that professional quality video production into a really sort of human tangible authentic setting with conversations in the interviews that you do with manufacturing experts. And I noticed also not too long ago at [Modex 00:06:09] you guys interviewed something like 150 manufacturing people. So, I just love your approach there. I’d love for you to first sort of kick this off by telling our listeners a little bit about Industrial Sage and how you came to be, and then we’ll sort of dive into video production.

Danny Gonzales:
Yeah. So, Industrial Sage essentially was what I dub as the great experiment. Really, here’s the back story on it. The set that you’re seeing if you’re looking at the video, I bought a couple years ago. I guess to set the stage is Optimum Productions is traditionally a video marketing agency that I’ve had since 2007. And we kept running into challenges where companies would need to do like a town hall or do some sort of more staged type of content that would be internally for corporation or externally. And you’d go to a conference room or you’d go rent a hotel room, and it was just really hard to make it look great without spending a ton of money.

Danny Gonzales:
So, what we did is say, “Hey, why don’t we invest in something and then they can come here, we build a platform they can go off of?” But it’s one of those things that it’s really hard to sell something you can’t see. So, we said, “All right, let’s show people how you need to be shaping your content and why you need to be doing it on an ongoing basis.” And why specifically we feel that video is a huge valuable asset. And there’s multiple reasons for that, which we’ll get into.

Danny Gonzales:
We said, “Okay, let’s create our own show.” And it was either going to be basically local business stories in the Atlanta area or something that was going to be a little bit more focused. We had a lot of clients in the industrial and manufacturing space and we said, “You know what? Let’s focus on that.” Let’s go there. And that’s essentially what happened. The goal was really, it was a weekly show. We’d interview executives and different people in the sales and marketing space, in the manufacturing and industrial areas. And it just kind of grew from there.

Danny Gonzales:
And then within the last year or so, maybe even before that, started making a little bit more of a pivot. As companies started coming to us and saying, “Hey, how can you guys help us and how can we get on your platform? We’d love to come in and do a series.” Maybe not on sales and marketing, but on ERP or doing something on Lean Six Sigma or what have you. So, we have since started making a pretty big pivot. The goal of Industrial Sage now is really to be an open platform for basically companies to be able to come in and be able to contribute content. It’s for the professionals.

Danny Gonzales:
Think of a [Cheddar 00:08:39] or a BuzzFeed kind of type play. We’re kind of creating that, for the industrial space. So, that’s where I know that you guys have … You’ve got some articles you’ve put on Industrial Sage, it’s great. We’ve got video content, we have other companies that are coming in and they’re starting to kickoff their own series that will live underneath the Industrial Sage banner. That’s really the goal. I think that unfortunately, I think that the industrial manufacturing space is kind of like the redheaded stepchild, when you look at agencies typically. Marketing agencies, PR, whatnot, because they think it’s not cool and they think it’s, “Oh, it’s just dirty and grimy.” And there’s real sentiment to that because otherwise there wouldn’t be workforce development issues that they have, where they’re trying to attract new labor and new talent into the space because there’s an image. There is an image factor.

Danny Gonzales:
So, we believe … I have been in I can’t tell you how many darn warehouses and manufacturing facilities and plants, and I think that what is going on is amazing. And I just think their story has not been told well. And when you start telling it in a better way and you put a good light on it, it totally changes the perspective and it totally flips the script. That’s really essentially sort of our goal, is to really just evangelize and say, “What is happening out here is amazing.”

Joe Sullivan:
That’s awesome, I love it. Yeah, I think in a lot of ways, as somebody who’s been running an agency that is focused on manufacturing for more than 10 years now, you see in general B2B manufacturers kind of lagging behind on marketing technology. That’s kind of across the board. It’s with their websites, it’s with the idea of content production that’s educations in nature rather than brochure type of content. And I think from what I’ve seen, the same applies in video. So, what’s interesting is right now you’re sort of at this point where anybody who can embrace video right now is really going to separate themselves from others who are out there. I’d be curious to hear what your observations are around how you see video starting to enter the industrial sector more. What are companies doing? How are they using it to their advantage?

Danny Gonzales:
Absolutely, yeah. It’s a huge topic of interest right now. I mean, and it was before. But obviously because of the whole COVID situation and everything, it’s been gaslit a lot more, obviously. What we’re seeing is, there’s things kind of across the spectrum. And it depends on where these organizations are. You’ve got a lot of companies that haven’t really done a whole lot of video. And maybe what they’ve done is an identity video, some corporate identity piece or branding piece. “This is us and we’ve been around since 1953,” yada, yada, yada. With the big authoritative voice and it’s very corporate image. To product videos … And by product video, it’s very feature function kind of driven. So, it’s a little bit more like how it works versus the results that it achieves kind of thing, and the basic form of that. All the way to some of the bigger players are coming in and they’re really jumping into thought leadership type content. Storytelling, and really … If you really look at where B2C companies traditionally market, the bigger manufacturers and industrial companies are leaning towards, that’s the direction that we’re going.

Danny Gonzales:
There’s a little bit of a misnomer that a lot of people think, “Well, we’re B2B, we sell … It’s not like a consumer, so we don’t need to have all the big flashy stuff.” Well, the reality of it is, is a lot of these companies are starting to realize that you’re actually selling to another human. Yes, it may be a B2B product with a lot of zeros at the end of it. But there’s still emotion and there’s still interaction that happens there. And that should not discount. Matter of fact, you have a great opportunity to be able to stand out. So, if you can … You were mentioning a lot of people doing Zoom calls and iPhone stuff. And I think there’s a great place and there’s a super strong purpose for that, provided that it’s attached to a strategy.

Danny Gonzales:
But what happens if you really want to stand out, you got to start thinking outside of the box. And this is why you’re seeing a lot of storytelling. I think that like Grainger for example, they did a great series, this was several years ago they did this, it was Everyday Heroes. And what they would do, is they were focusing on their customers. But they weren’t talking about their customers like … It wasn’t like a traditional customer testimonial like, “Tell us how amazing we are.” It was all about you. “We want to know what you guys are doing.” And they didn’t mention really, bring in any products or even say, “Hey, Grainger’s amazing with this.” It was just focusing on the customer and just sharing their stories.

Danny Gonzales:
And I think that, if I were to boil down video content and even just marketing in general for manufacturers and industrial, where they really need to flip and really need to think is, traditionally marketing has been, “We’re amazing. We’re the 800 pound gorilla, we’ve been around since 1925 and our brand stands for … it’s all about our brand and this stands for, we’re strong and we’re consistent and we’re innovative.” The reality of it is the way the buyers buy now, that’s not how they buy. So, you have to shift your message to what’s in it for me? You have to go out and to solve your customer’s challenge to bring value to them. So, you kind of have to come at it from a different angle.

Danny Gonzales:
I think right now is a very pivotal moment where a lot of manufacturers, you’re going to see the ones who are really going to succeed, where they flip that. And they start saying, “Okay, we need to do this.” Versus the ones that say, “No, forget it. We’re going to stick to that.” So, that’s kind of what we’re seeing across the board. But there’s a lot of things sort of in between. Does that answer your question?

Joe Sullivan:
Oh, yeah. I mean, there’s so much good stuff packed into what you just said. I mean, the thing I always say is nobody cares who you are, nobody cares what you do, until they believe that you can identify with the issues they’re experiencing and the things they’re trying to achieve and the questions they’re trying to get answered. I mean, what better way to do it, than to put a camera on other people like them, who are experiencing these same issues, and let them tell their story. Make it tangible, make it very human and relatable. What happens then, is it almost seems a little counterintuitive if this is not your way of thinking about the message you broadcast to your audience. But what naturally happens is that’s what’s going to engage people and then they’re going to start looking at you.

Joe Sullivan:
If you’re the one who’s sort of providing really helpful information and examples of others like them and how they’re solving their problems, you’re the facilitator of all this helpful information now. And you’re going to be the natural first person they call when they’re trying to decide, “How are we going to solve our problem and who can help us with that?” I love everything you just said there.

Danny Gonzales:
Awesome. Yeah, no. I mean, that’s the way it’s going.

Joe Sullivan:
Yeah, totally. So, telling a story, putting the spotlight on one of your customers and not having them talk about you. So, that’s one way to do it. What else are you seeing? How else are you seeing video being used effectively by manufacturing organizations? Try to make this tangible for listeners, as much as you can.

Danny Gonzales:
Absolutely. I can tell you one thing right now … I mean, there’s a lot of different ways. Maybe I’ll focus on two. The first one is making sure, the companies are having more … their content is more wrapped around their sales enablement piece. Typically what will start off with, you know the classic clash between marketing and sales typically in the manufacturing space, marketing makes the spec sheets and does the trade show booth and that’s about it. And then you have this fight between sales and marketing. Sales saying, “Hey, I need this.” And, “Why the heck did you produce that? That doesn’t make any sense. There’s no connection, there’s no synergy, there’s no strategy.”

Danny Gonzales:
What we’re seeing is if you start getting into the mind … as a marketer, getting into the mind of your sales team and saying, “What do you guys need? What content can we provide to be able to help facilitate in the sales process,” is a huge win. Specifically maybe it’s having product videos. Maybe having what we call a bacon wrapped marketing video at the very top of the funnel for your product. And what that means is something that’s going to be really flashy and something that’s going to grab your attention. Something that’s going to be a little bit more of, and I’m not the first to use this phrase, but edutainment. Where you’re educating somebody, but it’s an entertaining way. Where it’s not just, “Here’s the best product for whatever.” You tell a story, but you wrap in the pain points and the challenges, something that’s going to draw in your viewer to say, “Ah, I’m kind of interested in this.”

Danny Gonzales:
And then as they go down the funnel or down that buying cycle, then you get a little bit more transactional. So, maybe we have a longer video that gets into the features and the functions. And then maybe you have some micro content off that, that says, “Hey, here’s a 20 second snippet of this feature.” From [inaudible 00:17:30], we’re going to talk about how easy it is to set up. Then the next one is a quick video on a case study story with a little snippet where you talk about the return on investment for the customer. “Hey, within eight months we were able to turn a profit on this and this is great.” Having that content laid out across the buying journey and the cycle so that your sales people can quickly kind of send those out to them. Or if you’re more sophisticated, using marketing automation or what have you, to be able to kind of get those messages out there. Kind of mapping out that content according to your buyer’s journey is really critical.

Danny Gonzales:
One of the tools that we love using that really help, the sales people love it as well, is having a library of content to be able to send to your prospects, but delivering it using systems like Vidyard’s GoVideo or Dub. We’re big fans of Dub. And what that is, is actually we’re now so predisposed to video a lot more, especially because of Zoom calls and all these Zoom meetings and cameras are open. I can’t tell you how many companies I’ve talked to that, owners that are 75, 80 years old and they’re like, “I never thought I’d be on a darn Zoom call. But wow, this is amazing. This is pretty cool. This is awesome.” If you can get that tool into a sales person where they can create a one-to-one video message using their webcam and just being like, “Hey Joe, I’m Danny here. Just wanted to introduce myself. We met at X, Y, Z show a year ago and I wanted to touch base with you.” Same thing you’d be doing on the phone, but doing it over video. It creates a little bit more of a one-to-one connection. It’s different. It’s differentiated.

Danny Gonzales:
How many emails do you get where there’s a little video that pops up in the email and someone’s waving at you and you’re able to deliver a message? The other great thing with that is, you’re able to be able to send that content library of stuff that you have. “Hey, Joe, we just had this great call. You were a little concerned about the ROI and how long it would take to recapture your investment after buying our machine. I wanted to send you this quick little video snippet from one of our customers X, Y, Z company over here. Here’s a quick little story.” Boom. So, sending that out there. So, it’s making it easy for the sales people. Having content that’s going to help them in the buying journey. And really ultimately help your customer. When you see that, that shows innovation. That’s interesting.

Danny Gonzales:
And if you’re getting a million emails and all this stuff, it’s going to float to the top because it’s just different. People are going to be really curious about that. That would be … I guess that would be my second thing. I guess I threw a lot in there, so there’s really more than two things. But if I were to boil it down, it’s having content that’s mapped out to your buyer’s journey, having high level content at the top that really engages and entertains. And then the third piece is having a good delivery mechanism and kind of mapping all that together. I threw a lot in there.

Joe Sullivan:
No, that’s all gold. I mean, such great thoughts there. And I completely agree with you that the tool, to your third point, using video inside your sales process. I’m a marketing guy, not a manufacturing guy, I work with manufacturers. But I have embraced this over the last year for myself. And it has just completely changed my prospecting process. Being able to reach out to somebody, the tool I use is Loom, Loom.com.

Danny Gonzales:
Okay, yep. I’ve heard of that, yep.

Joe Sullivan:
Probably pretty similar to Dub, I think you mentioned.

Danny Gonzales:
Yep.

Joe Sullivan:
It allows you to put a little Chrome extension in your browser, you click a button and then you can put the camera on yourself, you can record what’s on your screen. So, doing a simple thing like putting their website up right there on the screen, your face over it. Most of these software programs let you just sort of copy and past a link and it shows a little animated graphic. And I think what you said is so true, it breaks all the clutter. 99.9% of the emails you’re getting, especially from people that you don’t know, they’re text-based, they’re long, they’re all about them, they’re lists of capabilities. Nobody wants this. And when you can differentiate yourself and humanize yourself, put a face and a voice behind everything and just to break the clutter.

Joe Sullivan:
And the data’s emerging too, from what I’ve seen. I’ve seen things like five times the click through rates on emails that include video. So, I love that. I think the sales force of people’s teams that should be one of the first to be embracing this stuff. Because that type of video is so accessible. It’s just, anybody can do that. You kind of need a little bit more fire power to produce some more premium content. But there’s a spectrum of all this stuff, and it’s a good way to I think baby step into just sort of embracing video and getting through the technology hurdles. Right?

Danny Gonzales:
Exactly. Yeah, and it’s a great opportunity right now because people … One of the nice things to come out of the COVID thing is that people are more open to technology because you’ve been forced. I mean, really that’s what’s happened. But now it’s like, “Okay, well wait a minute. That was kind of painful, but this is actually really cool. What else is out there?” I think it’s a good opportunity that people are more adept to trying something new.

Joe Sullivan:
Totally. You mentioned Grainger earlier as one example of a series of videos they did. Are there any other specific manufacturing organizations, whether big or small, that … Whether they’re companies you’ve worked with or just others that you’ve observed that are doing some things really well with video? I want to give listeners a few companies they can go look at after this and say, “All right, let’s see what they’re doing.”

Danny Gonzales:
Sure. I’ll share a interesting story with, this was with a client of ours. They are a logistics company, actually a very small logistics company. And one of the challenges that they had, was essentially getting their message, their new pricing message was all around transparency and it was sort of a cost plus. If you’re familiar with logistics and freight, typically the rates kind of go up and down and you’re going to kind of pay whatever it is. And you could be paying a 10% … They charge you a 10% margin or a 40% or 50% or whatever. What they wanted to do is do something that was more transparent and say, “Look, we’re just looking for a 15% markup and that’s it. That’s our thing. And we’ll refund you,” and whatever.

Danny Gonzales:
They were having a really hard time trying to sell that in. Because for a lack of better words, a lot of the shippers felt like they were somehow getting screwed over. There was a lot of issues and stuff going on. So, they would talk to them and talk to them and talk to them and talk to them. And, “No, no, no. I’m not trying to screw you. It’s really true.” And they just weren’t getting it. So, they tried doing several different videos, like those whiteboard animations where the cartoon’s kind of drawing out and it just wasn’t hitting it.

Danny Gonzales:
So they came and they’re like, “Look, this is a last ditch. We’re throwing the ball to half court, the buzzer’s going. We’re just going to try this one last thing.” To make a really long story short, we kind of attacked it by going in with a storytelling piece. We said, “Hey look, let’s look at your audience, how are you guys using this?” You guys are going to use this in an in person setting, they’re going in, they’re doing pitching. They’re talking to people. This would work whether it’s over Zoom video or you’re actually in person with somebody.

Danny Gonzales:
We said, “Listen, let’s kick off that meeting with a two minute video or less that really is going to sell the value proposition.” But we have to do it differently. We have to do something, because let’s analyze how these customers are buying. They’re literally lining up meeting, after meeting, after meeting. You guys are a commodity. There isn’t one of you and that’s it. There’s thousands of you. And you’re all the same for the most part. And you’d line up all these different meetings, so what we need to do, is we need to be able to do something that’s [inaudible 00:25:36] that sticks in their mind, that creates an emotional response. Because typically when you do that, you’re able to attach a memory or something to that.

Danny Gonzales:
Knowing our audience and what we did, we created this way outside the box video, like way outside the box. The furthest thing away from your traditional corporate meeting. We call it the naked man. Basically their story was about transparency, so we literally delivered our message with a story of a guy busting into a sales meeting wearing a transparent suit. Literally, I mean, down to his underwear, transparent suit to talk about transparency.

Danny Gonzales:
When I was talking about bacon wrapping a little bit before, this is something that it’s like the reason why we call it bacon wrapping and it’s kind of a … I don’t know, whatever. You say, how do you give a dog a pill? You wrap it in bacon. If you need to be able to deliver your message, you need to make it a little bit more enticing. That edutainment thing, that’s exactly what we did there. So, put this guy in this suit and whatever and delivers the value prop, and it’s just different. The success was huge. They essentially had 20 meetings set up two weeks after they had this thing. And they used this inside their sales process and they had 100% close rate. And it was $5 million in shipping lines. And the reason why was because it helped to be able to cut through the noise and be able to help to transmit their message and get it across better.

Danny Gonzales:
Some of the feedback from some of these shippers were coming back and were like, “Yeah, that thing was hilarious. I shared it with my wife and I told these people, ‘You’ll never believe it, these guys came in and this guy was in a transparent suit dancing around on the screen and it was like what the heck is this?’ I laughed.” Some people didn’t like it. They were like, “Eh, this is kind of whatever.” They remembered it though. They remembered it. It just cut through the noise. And that I think is really what … That’s one great way. We’re talking to a lot of … There’s a lot of companies looking right now saying, “Hey, we’re trying to start video, what should we do?” And when you look at sort of, I’ll call them maybe the plain vanilla type videos, which you do need to have. All right?

Danny Gonzales:
You need to have a mixture of the stuff. But when you look at some of these things that are more storytelling, there’s more creative, it’s more than just a guy in front of a camera talking head telling you about all this stuff. And we really engage you in the story, really engage you in the pain points, when you’re able as a viewer to identify. Who we’re talking to can say, “Wow, this is really for me.” That’s what’s working.

Joe Sullivan:
That’s great, I love it. Well, are there any resources Danny, that you could point listeners to, whether on your site or elsewhere for people who are thinking here, “Okay, we got to figure this out. We got to start thinking about how to get video going.” Where would you send them?

Danny Gonzales:
First thing, what I would do is I’d recommend go to IndustrialSage.com. We have just a few videos. No, I think we have over probably 200 or 300 videos and resources there with interviews talking to different companies about what they’re doing, how they’re starting. And we have a resources tab in there and that has all kinds of webinars and other types of material. How to Use Video in the Sales Process is a great webinar that I would highly recommend. Another one we did recently was No More Trade Shows: What Next? Talking about COVID and how to respond, different tactics and strategies around there.

Danny Gonzales:
I can send you a short list of several different interviews that come to mind. We had the Chief Marketing Officer from [ADB 00:28:58] her name was Monique Elliot, she just recently moved to Schneider Electric. But she talked about basically their journey. On how when they started going from digital, what did that look like? What were they starting first and then how did they evolve? Another one is [Malika 00:29:14] [Waller 00:29:14] from Landis and Gyr talks about their digital journey as well and how they started. It’s all starting small, looking for cases, communicating that. She has a great phrase, saying, “Nail it and then scale it.” So, trying, measuring, communicating, nail it and then scale it and go from there. Those are a couple resources you can check out right now.

Joe Sullivan:
Great. I’m going to put links to those in the show notes for this episode for sure. Absolutely go look at those if you’re listening right now. I think it’s great to have some really tangible things to give you context and help you sort of picture how could we make this happen for us? So, love that.

Danny Gonzales:
Exactly.

Joe Sullivan:
Well, Danny this has been a super helpful conversation. I’ve learned a ton just listening myself and I’m sure that listeners have as well. It’s just such an important topic and I think there’s nobody better than you to talk about it with your overlapping experience in video and in manufacturing sectors. So, thank you for joining us. Can you tell people how to get in touch with you if they have questions or are interested in Industrial Sage?

Danny Gonzales:
Sure, absolutely. I’d say the best way to get in touch with me is you can check me out on LinkedIn. Danny Gonzales, check me out on my LinkedIn profile, Industrial Sage. You can go to IndustrialSage.com and contact me there, there’s an email address there somewhere on site. But I would recommend LinkedIn first.

Joe Sullivan:
Awesome. Well, Danny it’s been a pleasure having you on the show. Thanks for joining us.

Danny Gonzales:
Thank you so much.

Joe Sullivan:
For the rest of you, we hope to catch you on the next episode of the Manufacturing Executive. You’ve been listening to the Manufacturing Executive Podcast. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. If you’d like to learn more about industrial marketing and sales strategy, you’ll find an ever-expanding collection of articles, videos, guides and tools specifically for B2B manufacturers at Gorilla76.com/learn. Thank you so much for listening, until next time.

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