About the Summit
Industrial Marketing Summit is the premier gathering for industrial marketers — organized for and by the industrial marketing teams at CADENAS PARTsolutions, TREW Marketing and Gorilla 76.
Join some of the most innovative marketers in engineering, manufacturing and technical industries January 31 to February 2 in Austin to connect with peers, level up your program, advance your career and grow your business.
Schedule of Events
Wednesday January 31
Mix & Mingle — 6:00 p.m.
AKA The Summit Before the Summit. Kickoff the industrial marketing event of your dreams with craft cocktails and small bites at Cedar Door. Mingle with speakers and bump elbows with your hosts. Plus, experience a live broadcast of Manufacturing Happy Hour with Chris Luecke.
Thursday February 1
Come & Go Breakfast Hour — 7:00 to 8:30 a.m.
Sessions — 8:30 a.m. to 12:30 p.m.
Included Lunch — 12:30 to 1:30 p.m.
Sessions — 1:30 to 5:00 p.m.
After Summit Simmer — 6:00 p.m.
Friday February 2
Light Breakfast — 8:30 to 9:30 a.m.
Arrive early to enjoy a coffee hour with fresh pastries and other breakfast items or grab-and-go to kick workshop #1 into high gear with snacks in tow.
Workshop #1 — 9:00 to 11:00 a.m.
Successful Reporting: Using Data to Tell the Story About What’s Working
Guided by: Strategy Director Grace Wright & Strategist Aren Buresh at Gorilla 76
Led by the Gorilla 76 strategy team, you’ll walk through what it takes to translate your demand generation data into reports that measure success at each phase (validation, leads, pipeline and scale) of your program. Leave the workshop with a meaningful dashboard that enables you to paint a clear picture of your progress for your leadership team.
Lunch Buffet — 11:00 a.m. to 12:00 p.m.
Enjoy a fresh soup and salad bar, multiple protein and side dish options, and yummy desserts catered by the conference center.
Workshop #2 — 12:00 to 2:00 p.m.
Leveling Up Your Content Plan: A Guided Approach to Building Brand Authority
Guided by: President Lee Chapman & VP of Account Services Jennifer Dawkins at TREW Marketing
Generative AI and seismic shifts in search behaviors are changing the game for content marketing. During this workshop, you’ll work collaboratively with TREW Marketing to build out your content plan with a step-by-step approach that ensures you have the right mix of relevant, compelling content that stands out in a sea of sameness.
Sessions & Speakers
Welcome Keynote: Pushing Industrial Marketing Forward
Learn what forces are shaping industrial marketing today and discover how industrial companies are expanding brand leadership, leveraging technology to grow faster and creating unique experiences for buyers.
The Transformative Power of Product Marketing
MJ Smith, Chief Marketing Officer, CoLab Software
Product marketing is hard to measure, but it has the power to transform your business. MJ will cover how she’s seen this firsthand and share her successful messaging and implementation frameworks.
AI Tools for SEO and Content that Earn Engineers’ Trust
Dale Bertrand, Founder and President, Fire & Spark
Now is the time to go all in on AI tools for your SEO and content workflows, before AI-savvy competitors begin to dominate the market. Engineer and AI expert Dale Bertrand will share his playbook for using AI tools to improve marketing productivity and deliver content marketing results.
Reaching the Technical Buyer in 2024: Research Findings for Industrial Marketers
CJ Haight, Content Marketing Manager, GlobalSpec
Releasing at IMS! The 2024 State of Marketing to Engineers Report examines where technical buyers find 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 and new data on valued social media platforms.
FINALLY. A Marketing & Sales Alignment Strategy that Just Might Work
Mary Keough, Head of Marketing, Map My Customers
Marketing-sales misalignment is especially apparent in industrial companies because marketing is often the support arm of sales. And that’s not the only problem. Mary Keough is here to tell you: It doesn’t have to be this way.
Panel: Find Your Voice, Humanize Your Brand, Stand Out in a Sea of User-Generated Content
Chris Luecke, Host and Founder, Manufacturing Happy Hour
Nikki Gonzales, Host, Automation Ladies and Head of Partnerships, Quotebeam
Jordan Yates, Marketing Engineer, Knowles Precision Devices
Eddie Saunders, Founder & Friend, Speak Friend Consulting
Branding today is way bigger than logos and color palettes: It comes down to voice. Hear our expert panel talk through developing a solid brand voice — for yourself and your company.
Building and Measuring Brand Authority
Morgan Norris, Senior Brand Strategist, TREW Marketing
As brand authority becomes more important, companies must intentionally evaluate, approach and measure their brand. Learn why you need to focus on unique value propositions, thought leadership and a variety of channels to engage today’s technically-minded B2B buyers.
Striking a Balance: Human Creativity and Machine Efficiency in Industrial Marketing
John Joyce, Industrial Marketing Consultant and Founder, Brijr.io
Harness your creative power alongside automated efficiency to transform and refine industrial marketing strategies, data pipelines, email, social and advertising. Explore what life could be like when you effectively balance the personal with the automated.
Crafting a Killer Digital Experience for Your Customers
Timothy Scanlon, Global Head of Customer Experience, Rockwell Automation
Tim has shaped Customer Experience (CX) programs that drive revenue growth while increasing customer lifetime value. In his session, he’ll pull back the curtain to show how you can stage your digital spaces to create a sustainable competitive advantage.
How It’s Done: Increasing Right-fit Leads by 195% in Just 90 Days
Panel: Maximizing Marketing Impact with AI Every Day
James Boeckmann, Content Director, Gorilla 76
Chris Hull, Co-Founder, Jasper
Karlaa Gregory, Digital Marketing Manager, Sumitomo Drive Technologies
Jarrod Beasley, Marketing Manager, Midvale Industries Inc.
If you hear “AI” and feel slightly overwhelmed you’re not alone. But now is the time to build confidence. Our panel of practitioners will discuss how they are using AI to increase productivity, and the future potential for the technology.
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 two breaks will be catered on site February 1. The February 2 workshops will include a light breakfast and a buffet lunch.
Reserve a room at the AT&T Hotel and Conference Center to take advantage of a discounted room rate (click here for the IMS rate). For the full Summit experience, we suggest traveling on Wednesday, January 31 and checking out Friday, February 2.
Thank you to our sponsors for supporting innovation, community and advancement of marketing across our engineering, manufacturing and technical industries.
Would you or your company like to support that advancement, too? Connect with Wendy Covey to learn more about sponsoring this unique event.
CADENAS PARTsolutions provides 3D CAD catalogs and product configuration solutions, helping industrial component manufacturers increase sales by getting components “designed in” to larger projects. Learn more.
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 is the industrial marketing agency. G76 helps B2B manufacturers grow through revenue-focused marketing programs and educational content. Learn more.