About the Summit
Industrial Marketing Summit is the premier gathering for industrial marketers — organized for and by the industrial marketing teams at TREW Marketing and Gorilla 76.
Our 2025 event included more than 20 sessions from innovative marketers in our space. If you missed us in Austin, you can still tap into the insights with a Digital Pass. Available now until April 30, 2025.
Schedule of Events
For a detailed schedule of this year’s happenings plus some handy location maps, check out this page.
Tuesday February 25
5:00 to 7:00 p.m. — Event Registration
Wednesday February 26
7:00 a.m. to 5:00 p.m. — Event Registration
7:00 a.m. to 8:30 a.m. — Workshop Attendee Coffee Hour
8:00 a.m. to 12:30 p.m. — Workshops
12:30 to 1:30 p.m. — Workshop Attendee Lunch
2:30 p.m. — Welcome
2:45 p.m. — Keynote Address
4:00 p.m. — Panel
5:00 p.m. — Marketing Mingle
AKA The Summit Before the Summit. Kickoff your week with your people at this welcome reception at the AT&T Conference Center and Hotel. Mingle with speakers and bump elbows with your hosts.
Thursday February 27
7:00 a.m. to 5:00 p.m. — Event Registration
7:00 a.m. to 8:30 a.m. — Breakfast
8:30 a.m. to 5:00 p.m. — Sessions & Panels
Our sessions for IMS 2025 have already been announced. Craving all the nitty gritty details? Check out this page.
6:40 p.m. — Shuttle Bus to Summit Soirée
We’ll have three buses to take us to and fro. Meet at the AT&T Conference Center.
7:00 p.m. — Summit Soirée
Join us at Lustre Pearl East to round out a day full of brain blasting sessions with fun cocktails, tasty tapas and conversation with your industrial marketing peers. Manufacturing Happy Hour will be recording a podcast on location, too!
Friday February 28
8:00 a.m. to 9:00 a.m. — Coffee Hour
9:00 a.m. to 11:45 a.m. — Sessions & Panels
11:45 a.m. to 1:15 p.m. — Lunch & Closing Session
1:15 p.m. — Closing Remarks
2025 Sessions & Speakers
Keynote: The State of AI in Industrial Marketing and Business
Paul Roetzer, Founder & CEO at Marketing AI Institute
Paul Roetzer is founder and CEO of Marketing AI Institute and SmarterX; co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business; host of The Artificial Intelligence Show podcast; and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Previously, he was founder and CEO of PR 20/20, a digital marketing agency he sold in 2021.
2025 Sessions & Panels
Join these sessions and panels for practical advice tailored wholly to the industrial space.
How to be Successful on LinkedIn: Company Brand Awareness and Reach
Jake Hall, Industry Advocate at The Manufacturing Millennial
LinkedIn has 1 billion users, and you are one of them. Let’s join Jake Hall as he explores how to create successful content that reaches our customers and partners, and builds a community that creates authentic engagement.
AI Overviews and the Decline of the Inbound Playbook
Dale Bertrand, President at Fire&Spark
Generative AI is threatening the inbound marketing playbook. Join SEO and AI expert Dale Bertrand to learn how to capitalize on Google’s shift to generative AI—including repositioning your existing content, avoiding zero-click searches, and measuring information gain with AI—as the inbound marketing playbook is rewritten.
Using Customer Journey Mapping to be More Effective in Marketing
Jenni Gritti Probst, Digital Media & CX Strategist at Caterpillar
In this session, Jenni Gritti Probst will walk you through the impact customer experience (CX) can have on your business, the importance of voice of customer interviews, and the value of journey mapping.
How to Host an Unforgettable Live Event with a Massive Digital Impact
Chris Luecke, Founder & Host at Manufacturing Happy Hour
By engaging the right partners and capturing the event digitally, you can create an experience that your guests are excited to share. Chris Luecke will take you through how to get the most out of live events – no matter the size of your budget.
Content vs Collateral: A Guide for Industrial Marketers
Craig Coffey, Content Strategy and Marketing Manager at Eaton
Join seasoned B2B Marketer Craig Coffey as he discusses the symbiotic relationship between content and collateral, the application of each, and the relative value each holds for industrial marketers looking to create long-term relationships with their customers and channel partners.
Small But Mighty: Balancing Your Day-to-Day Workload as a Small Industrial Marketing Team
Karlaa Gregory, Digital Marketing Manager at Sumitomo Drive Technologies
Brittany McCall, International Marketing Manager at Sumitomo Drive Technologies
Learn how small industrial marketing teams can efficiently manage their day-to-day tasks while maximizing productivity and impact with Karlaa Gregory and Brittany McCall. Discover strategies, tools, and techniques to streamline workflows, prioritize effectively, and achieve significant results even with limited resources.
Everybody in the Pool! The Camp Counselor Approach to Managing Industrial Stakeholders
David Newman, Digital Content Strategist at Intralox
Dare to be Distinct: The Competitive Advantage Your Branding Needs
Paul Kiesche, President and Creative Director at Aviate Creative
Standing out takes courage, but brands that do often set a new standard within their industry. Dare to be distinct with Paul Kiesche and break away from your competition by creating more differentiation, elevating perception, and setting a memorable first impression with your industrial branding.
Future-proofing DX: How a Specialty Chemical Manufacturer Made it Happen
Steven Lamensdorf, Vice President of Client Solutions at Icreon
Mark Wells, Senior Solution Consultant at Sitecore
From leveraging design systems and cutting-edge technology to creating intuitive, one-word tagging navigation for easy access, Steven and Mark will share lessons learned in building a scalable and future-proof digital platform. Learn how (and why) Lubrizol’s digital strategy shifted from industry-centric to buyer persona-focused to set themselves apart and ensure its customers could seamlessly explore their complex product lines.
The Synergy of Company Culture and Leadership: Elevating Brand and Content Marketing in the Industrial Space
Jim Mayer, Manufacturing Advocate at The Manufacturing Connector
Gain actionable insights into how a positive culture and effective leadership can drive successful marketing outcomes. This session with Jim Mayer will provide strategies to integrate cultural and leadership elements into industrial marketing efforts, enhancing their brand identity and resonating with their target audience.
Closing Session: AI Solutions for the Overworked Marketer
Dale Bertrand, President at Fire&Spark
AI promises huge creative and productivity gains for marketers. But who has the time to test AI tools? Join AI and digital marketing expert Dale Bertrand as he explores hands-on, proven AI strategies, tools, tactics, and workflows to enhance marketing productivity, creativity, and results on every channel.
The Cookieless Future: Preparing for Performance Marketing in a Privacy-Focused Landscape
Devon Webb, Performance and Innovation Manager at EETech
In this session, we’ll explore the future of performance marketing with the decline of third-party cookies. This includes discussing strategies for leveraging first-party data, contextual targeting, and cookieless measurement solutions.
From Data to Impact: Crafting Effective Marketing Reports in a Changing Landscape
Erin Moore, Account Director at TREW Marketing
AI and privacy laws are rapidly changing the marketing data we can – and cannot – collect. How can you future-proof your reporting and translate ever-changing metrics into impactful reports? In this session, you’ll learn techniques to effectively report marketing success, including customizing your reporting story for different stakeholders.
Planning for a Website Overhaul That Drives Business Results
Randall Zaitz, Digital Creative Director at Gorilla 76
Kevin McClary, Senior Performance Marketer at Gorilla 76
Somewhere along the way, most in-house marketers will have to lead (or participate in) a website overhaul. From content planning to site mapping to wireframes, learn how to plan for a website that drives business impact.
CRM and Marketing Automation: A Peer-to-Peer Roundtable
Whether you’re looking to optimize your current setup or explore new strategies, this session is designed to help you elevate your CRM game through collaborative learning and shared experiences. Together, we’ll tackle everything from data management best practices and integration challenges to lead scoring and personalization using marketing automation.
Take the Boring Out of B2B
Pete Grasso, t Heatcraft Refrigeration Products
B2B customers are, at their core, still just consumers who seek the same seamless, engaging experiences they enjoy in B2C. Join Pete to dive into shifting expectations in the B2B space and how to transform your communication to meet these demands. Learn practical strategies to make your B2B interactions as intuitive and captivating as a B2C experience, from personalization to video to streamlined design — because B2B buyers are people too.
2025 State of Marketing to Engineers — Exclusive Sneak Peek
CJ Haight, Content Marketing Manager at GlobalSpec
Wendy Covey, CEO + Co-Founder at TREW Marketing
Learn how technical buyers seek and consume information to make purchase decisions, how that behavior differs by age and region, and ways the landscape has changed over time. You won’t want to miss this year’s findings, which include how engineers use AI for work-related searches and which brand values are most valued.
Panel: Branding for Recruiting The Next Generation
Jennifer Dawkins, VP of Account Services at TREW Marketing – Moderator
Meaghan Ziemba, Owner at Mavens of Manufacturing
Jacob Sanchez, Industry Solutions and Community Development at Igus Motion Plastics
Mary Jutzi, Author of two children’s books on manufacturing
Every day, thousands of baby boomers retire, leaving manufacturers to backfill their roles with young workers with little exposure to manufacturing career opportunities. Join our panelists to discuss how marketing can reshape the narrative around industrial jobs and position your company as a place to build a career.
Panel: Taking the Friction Out of the Buying Process
Curt Anderson, eCommerce Evangelist for Manufacturers at B2Btail – Moderator
Nelson Bruton, President at Manufacturing Chats
Kris Harrington, CEO at GenAlpha Technologies
Matt Sciannella, Senior Director of Demand Generation at Refine Labs
From product configurators and live chats to the language and content on your website, our panelists will discuss how to make your customers’ buying process painless (and even gratifying) all the way from first touch to purchase order and beyond.
Panel: Maximizing Marketing Impact: Collaborative Strategies Across Manufacturers and Distributors
Maryellen Stack, Director of Marketing Communications at Sager Electronics – Moderator
Ellen Albright, Marketing & Communications Director at E-T-A Engineering Technology
Jarrod Beasley, Marketing Manager at Midvale Industries
Synchronizing marketing efforts between manufacturers/suppliers, distributors and sales reps is critical to driving success. During this discussion, expert panelists will share real examples of how marketing strategies — including co-op programs, joint value prop development, content, lead sharing and more — can bolster channel collaboration.
2025 Workshops
Workshop: How to Transform Marketing from "Nice to Have" to "Must Have"
Joe Sullivan, Founder at Gorilla 76
James Boeckmann, Content Director at Gorilla 76
Aren Buresh, Strategy Director at Gorilla 76
When leadership doesn’t view marketing as essential, you’ll always be fighting an uphill battle. Learn how to conduct a discovery workshop that aligns everyone around the most important business objectives, so you can reverse engineer a measurable marketing strategy and tangible action plan tied to those goals.
Workshop: Faces of the Company: How Building a Network of Personal Brands Creates a Lasting Corporate Brand
Morgan Norris, Senior Brand Strategist at TREW Marketing
Jamie Tokarz, Senior Content Strategist at TREW Marketing
People want to interact with people, not faceless company brands. In this workshop, you’ll learn how to define and live your own personal brand. Plus, you’ll leave with practical steps for building and implementing a personal branding campaign for another leader at your company.
Venue & Lodging
The Main Event
Located on The University of Texas at Austin campus, the AT&T Hotel and Conference Center serves as our Summit base of operations. Already thinking about food? Breakfast, lunch and breaks will be catered on site!
Lodging
Reserve a room at the AT&T Hotel and Conference Center to take advantage of a discounted room rate. Looking for other Campus District hotel options? We recommend two within walking distance: The Hampton Inn & Suites (discount available) and the Otis Marriott are right next door.
Sponsors
Thank you to our sponsors. Your generosity is supporting innovation, community and advancement of marketing across the industrial sector.
Premier
Leadership
Brand
Voices of Industry
Hosts
TREW Marketing
TREW Marketing partners with B2B engineering and technology companies to build marketing foundations with differentiated messaging, drive engagement with content plans, and generate new opportunities through insightful research and unrivaled industry expertise. Learn more.
Gorilla 76
Gorilla 76 is the industrial marketing agency. G76 helps B2B manufacturers grow through revenue-focused marketing programs and educational content. Learn more.
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