I recently met with an amazing industrial supplier. This guy was the true Renaissance Man. He was not only a skilled engineer, but also blessed with many other talents. He not only had technical skills, he had passion for an old-line industry bundled around good people skills…often times, rare for an engineer.
He has used his Renaissance gift to develop game-changing methodologies in an industry that has been doing things the same way for almost 100 years. I saw plenty of evidence of his game-changing products, services and patents on this plant floor and documents from the US Patent Office in his office.
He was also smart enough to know his marketing needed to be disruptive and unique to get this story told.
Just after my meeting with The Renaissance Man, I came across this article, Many big companies live in fear for their future in the digital age.
Many Big Companies LIve in Fear of Their Future in the Digital Ago–Reuters
This blog post reminded me of the disruption that is not just washing across whole industries but also industrial marketing departments in this country.
I look forward to working with The Renaissance Man. Unlike many baby-boomers, I enjoy change.
It will be a terrific learning experience to witness true disruption in a rust-belted industry. It will be a challenge to leverage the web to tell his story and measure the responses as his audience consumes his e-mails, blog posts, e-books, white papers, etc., telling a much different story than status quo.
How is your industry being disrupted by digital? Has your industrial marketing embraced digital or does it fear digital?
Changing the status quo in industrial marketing is difficult. A good place to start is A Beginner’s Guide to Industrial Content Marketing. DOWNLOAD NOW
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