The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

The Power of the CAD Model w/ Adam Beck


Are you really doing content marketing if you don't create white papers, write blog posts, and deliver long speeches about the benefits of your product? Can a CAD model help educate your prospective buyers just as effectively as a nice, fat e-book can?

On this episode of The Manufacturing Executive Show, Adam Beck, Director of Marketing at CADENAS PARTsolutions, talked about educating your audience using CAD models.

Here's what we discussed with Adam:

  • How to protect real manufacturing models while using a CAD model as a form of content marketing
  • The day-long event he put on for content marketers in industrial manufacturing
  • How to educate customers using models as a marketing tool

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

If you think about each of these cadmodels as a relevant piece of content for a manufacturers audience, they havesuch an arsenal at their fingertips, but they have to see it that way. Welcome to the manufacturing executivepodcast, where we explore the strategies and experiences that aredriving midsize manufacturers forward here. You'll discover new insights frompassionate manufacturing leaders who have compelling stories to share abouttheir successes and struggles and you'll learn from DTOB sales andmarketing experts about how to apply actionable business developmentstrategies inside your business. Let's get Ino the show, welcome to the manufacturing executivepodcast, I'm Joe Sullivan Your House and a cofounder of the IndustrialMarketing Agency Garilla. Seventy six. We have another really interestingguest today, Adam back is the director of marketing at Kadinus Part SolutionsMarketer for nearly twenty years. Adam is working to transform industrialmarketing. From look at me to look at my customer Adam's all about goingabove and beyond, to ensure his customers the best possible experience.This often isn't considered a direct function of marketing, but Adam knowsthat those relationships, pay dividends into the future. Adam believes thatnobody cares about the features and benefits instead people care about howsomething is transformed to business process or a life by showing how smart,creative and forward thinking his customers are. Adam can tell a storywhich is far more relevant and interesting and puts everyone in aposition for success, and that's exactly why we have him here in theshow today. So on that Note Adam thanks for joining us thanks for having meabsolutely whyl, I can't help but notice in this crazy era, where we'reall working from wherever we're able to work from what's going on tin, yourbackground there, what's the story behind the guitars yeah we're in mybasement extra bedroom closet, which also happens to have guitar collectionup there on the wall. I play guitar, but I also make guitars for myself fromY. It's just one of those things. I go on a vacation and buy a Hunka Wood andcome home and make a guitar, and that's my souvenir. So that's a couple of them.HANGG on the wall. Yeah, that's awesome, wow! What a hobby! I know you've been abuilder of many things that personally ind professionally, I suppose it beinga manufacturing guy but tell us a little bit about. You know yourself inyour background yeah, so I've worked as a marketer for roughly twenty years. Idid have about a three year stantin there, where I went and was car builderout in California, so I got to see and be hands on and really making a thingfrom the ground up, and I think that helps give me a different understandingof the approach to parts and components and the overall end product of amanufactureror. A builder yeah totally makes sense, and I know I appreciateyou turn in the camera ond despite you know it's funny like, what's in thebackground these days of everybody's zoom meetings and everything- and Iknow from talking to you prior to hit and record here that you've somewhereupstairs you've got a couple of crazy kids, UN and around which is familiarto me as well. So you lock yourself...

...wherever you can, I guess yeah. My wifeis on duty right now on her shift. We basically Tagin an out all day. I dohave a two year old that has recently mastered, jumping and that's hispreferred mode of transportation. So if it sounds like there's an earthquakedirectly above us, that's what's going on right, love, it yeah awesome! Well,we do it. However, we can these days yeah awesome. Well, you and I first met-I think it was about a year ago or so, and what really caught my attention was.Cadinus was in the throws of planning this first ever industrial marketingsummit, and so first I want to talk a little bit about that. But can you giveme a little bit of background? First about your company cadenus partsolutions. I think you guys are doing some really interesting and innovativethings in the manufacturing space yeah, so really to take it even a step, moreremoved from that you know engineers have a difficult job and that's how wehelp manufactures. We help them. These engineers are out there. They have tocome up with creative designs, but they also have all these parts and piecesthat go into that design, things that they don't necessarily make you kind ofdescribe it as a Lego set or whatever. If you're snapping legos together, youcan make something pretty quick if you had to create every Lego in the processthat really slows down the process of making that and sort of stiflescreativity. So a lot of engineers are online they're hunting for parts theyneed bearings and gears, and motors, or a bench or Recepticle, if they're anarchitect whatever. That thing is that they need to put in their greaterdesign, they're hunting for them online they're looking on manufactureswebsites, and they want to find those models or a file and grab it, make sureit's the correct one and they want to put it into their design and move Alon.And that's what we do. We help manufacturers create a saferepresentation of their products that they can put on their website. It'ssuperportable it's safe because all the Ip that you could you can't manufacturethat product from that. It's a representation to go inside of anothermodel and it enables outputs in like a hundred hundred and fifty formats, sothey can make sure that everyone in their audience gets exactly what theyneed and it's a great lead gentool. But it's also a customer service tool. Yeah.It's super interesting because it's something I imagine a lot ofmanufacturers struggle with is how do we deal with cat models? We know ourcustomers want them, and but it's a lot of work to you. Ow, have a solution forthis online from scratch, and so you kind of have this packaged solutionthat can be deployed. Yeah Yeah. So if a manufacturer was going to put up cabmodels on their website, there's so many hurdles there. It's a just thevolume formats. You don't want to put up your real manufacturing modelsbecause someone could take that down and take it and make it so you want.You want to have all your iypeopled out of it and then you know the timing anddelivery, and all of that it all becomes a challenge, and it starts tosnowball and that's where we have our tool is basically it's a cloud basedapplication and we don't really have cad models. We have the recipe for eachof those Catimals, which is what makes it light weight importable, and you canput this on a website without it being this huge storage situation andengineer, looks at it on the website.

Spins it around. It comes with a tredpreview and they're happy with it, but hit download, and that starts ainstance of that actual cadtool in the cloud which generates a model on thefly, has a configured part number and all that and they get an instantdownload the exchanges, the engineer architect, leaves their email address.So that's you know it's an understood, content marketing tactic, exchange,yeah, but so unique. You know it's almost like this sort of overlap inthis area of you know their product and content marketing, which is something Idon't know if I've really seen too often- and you know it's something thatstood out when I first saw the CADENIS website- and I was looking at yoursolution and trying to understand- you know exactly what it was, because it'sthe idea of saying somebody downloading an Ebook or you know, signing up for aWebin are like it's a very similar concept there and something that a lotof BBB companies are doing. Not so many doing it. Well, maybe but you'recreating your essentially, you know allowing your customers to create valuefor their customers in a way that you know most companies just wouldn't evenknow where t to begin with, I guess yeah, I think the closest analogue hecan maybe have is the music industry. You know F if a band is given away afree download of a song to promote their album or their tour, it's sort ofin the vein that kind of have to give the product away, which is a difference.This is it's almost a soft sale. We, when you know we've done surveys overthe years four or five times in our manufacturer partners, tell us again anagain that you know this. Isn't it's not always a one to one? Usually we seethat eighty percent of the time when it engineer downloads that model they dobuy it. It's sometimes a six eight twelvemonth lead time, but they can seeand they can forecast and they can see how this is going to affect theirbusiness into the future. Yeah makes sense. Well, is Iwas kind of startingto mention o a few minutes ago here that? U About this time last year, whenyou first talked, you were planning the first ever industrial marketing summit,which was sort of an event that was tacked on to content marketing world abig marketing industry event for any of our listers. Who aren't familiar withthat that takes place in Cleveland every year. Right and what wasinteresting is, and I think something that just sort of caugt my attention byyou guys and your philosophy personally, is the idea of creating value for youraudience as opposed to just sort of always describe it as blasting amagaphone in their ears, and talking about you know, Mimimian who's, all thestuff. We do and things we sell and why you should buy from us and you guysclearly were taking a different approach, and so it's one thing topublish blog posts or to record some sort. Videos of yourself you guys want,as far as to say, we're going to create an entire event, just to educate ourcustomers prospects and really the manufacturing industry around the ideaof how to market your company here in the industrial sector, and so would lotme heare. Just sort of what your inspiration was and tell us a littlebit about how that event played out, maybe yeah. So our inspiration was thatI was looking for events to have the...

...typical traide sho booth at and I wasgoing to all kinds of marketing events and I couldn't find anythingspecifically in the Industrial Marketing Niche. There is some bea tobe things and there was some that were way way, BTC, which that's so differentmarketing from a lot of times from what industrial manufacturers doing so westarted kicking the idea around and content marketing world seem to have areally good industrial audience already in attendance, and so we startedtalking with them. What, if we had a day of content- and we found somemanufacturers and other marketers and just put them in the forefront and letthem talk and create this more is more atmosphere where they can all shareideas and meet each other and talk about success as they've had andfailures, they've had in ways that they can all grow their business. That'sgreat, and so tell me kind of you know what was the turnout? Did the event go?Well was O anything you learned from it yeah it was. It was a really goodturnout, so we had sort of two days of there was we had a big cocktail partythe night before and everybody came out and we had pizza, and that was a lot offun because we have you know. A lot of our team is virtual. A lot of ourclients are all over the country somewhere all over the world, and itwas a great time just to get everybody together and put a lot of faces withnames. There's some people we hadn't even met in person before, which ispretty fantastic. To do that and then the next day we had basically six hoursof content, five speakers and about a hundred and fifty people at that lastyear. So it was a great opportunity to just see how some of these you know. Wehave companies of all sizes. We have companies that have ten products and wehave companies that have ten trillion products. Once you look at all theconfigurations, we have companies with huge marketing departments and we havecompanies without a marketing department. So it was really cool tocompare an contrast and hear them share ideas and kick ideas of new fresh ideasaround about how they can all gow their business. Yeah makes sense, and I loveyou bringing other people with different perspectives and sort ofusing it as a time in place to purely educate. You know thre, it's one thingto do to do a live weabon ar you know everybody detends Webinars, where it'sreally just a product pit right sort of n in disguise, and that's not what thiswas yeah. No, we didn't even take the stage yeah. I went up as a MC, you knowand it's a shift. It's a real. It's a philosophy shift. I think, there's alot of times where four or five ten years ago, someone from our companywould have given an hour pitch about our features and benefits, and it'sjust tiring. Nobody wants to hear it. They want to hear about it inapplication. They want to hear how the Ruver hits the road and what that didfor somebody, otherwise it's just kind of aff fluff and I bulleted list andit's tough to make it interesting yeah I mean you said it kind of in the theintro that you sent over to me that you know people are not interested inhearing about features and benefits. That hat that's not at least not rightaway right. They want to cant, solve a problem right yeah and I, as a marketer.I have five hundred blocgposts that I've created on our website over thelast eight or so years. If I was...

...talking about if features and benefitsevery time, it would just be boring for me and it's tough to create relevantcontent when I can meet and discuss what these manufacturers are doing andtalk about the reality of their situation and their audience and talkabout it in a genuine way. I think it's just it's more interesting for me towrite and it creates more interesting content at the end of the day andeverybody wins yeah absolutely well. The content marketing world is forthose who don't know, is put on by well the creators, Joe Politsywo, thefounder, the content, Marketing Institute and author of a handful ofreally great best selling marketing books, and I know a big part of hisphilosophy. Is You build the audience? First Right, you figure out who yourbest at serving you figure out how to create value for them around the thingsthat they care about the questions they have. The problems are trying to solve.The things are trying to achieve. You build trust with that audience, andthen you kind of figure out the best way to monetize it or turn them intocustomers, as opposed to just blasting. This marketing sales message at them,and it seems, like you, guys, have cont o marking worlls a perfect stage foryou guys, because it's exactly the way it seems like you're operating on themarketing front right right, which it's kind of funny. It was questioned by afew people, t our audience and it didn't understand. How are we what'sthe content part like isn't t at all like white papers and stuff? Well, no,that is, if you're, that kind of a business and there's no we're notreplacing white papers and block posts, but if you think about each of thesecad models as of a relevant piece of content for a manufacturers audiencethey have such an arsenal at their fingertips, but they have to see itthat way. They have to see that all wait. My actual cad data or catinformation or product information is content that I can, you know, put aform in front of or not, but that someone wants to consume and creates amarketing opportunity for me in a future sales opportunity, yeah, and Ithink that's something that I see manufacture struggling with a lot. Theidea of you know feeling scared to give away too much. Well. What? If I, if, ifI put this out there, whether it's written content or cad files- or youknow what whatever video of me talking about- you know some topic that I'm anexpert in there's a lot of worrying. That happens, you ow it's too much. Ourcompetitors are going to copy us, acain steal our customers, and I always makethe argument that there's a lot more risk in not publishing than inpublishing, because the benefits just far away the risk when you can earn theattention and trust of somebody and all of a sudden you have you know the rightcustomer engaged with you content helps you get found in search engines, ithelps you start answering questions and earning trust, and all of this is apart of the industrial buying process. Now right, it's people, a e out therelooking for information and trying to educate themselves before they're,ready for a sales conversation, yeah they're not going to talk to you. Ifyou're a manufacturand, you think they're going to like just call you upout of the blue and want to shoot the breeze before they're, fully educated.It ain't happening, and so you have to put information out there, so they canself educate they can test. They can...

...try on your product, basically see howit fits, and then you can start to have a conversation about delivery andpricing and all those things totally. I'm completely on board with that. Ilove how you guys are practicing. Can you speak at all to you know, at leastfrom your experience, what h kind of impact it's had on your business? Totake this approach, I mean you mentioned all all the articles, or blogpost, you've written over the years done this industrial marketing some itlike you guys, are clearly there to educate and teach your audience. Whatkind of impact has it had for you guys yeah Ar our company has been on steadygrowth for years from our marketing metric had in the first few years. Ithink we five or six X, our web traffic and a lot of it is you know we arewriting and writing or writing, and then we take another look at it. We say:Hey our audience of the manufacturer still needs this. You know they need.They need help, educating their customers. What's in, what's anothervalue ad that we can do so where the new Catalogu it comes with a newproduct with a whole announcement that we push out there to the press, releasewire, but also social media, email blast. We do it, we still do all ofthose type of marketing, but it's all in a you know. The strategy is help.Our customers be more seen, help them reach their audience and make them bethe experts and the smart forward, thinking companies and we get broughtalong for the ride and that's the great part for us. So we do with theseannouncements. We take have taken that a step further in the last couple yearsand that we create basically how to demo for each manufacturer. So we shoota video on their website, walking through the picks and clicks how toactually use the tool because we found we're too close to it. Sometimes weassume- oh everybody, knows how to use this, but some of these manufacturestheir audience they've never seen. One of these tools before thredconfigurator on their website is kind of a foreign idea. So we make a ninetysecond video and that's just something that we include, because we want it tobe easy for them to educate their audience and who better to help themeducate their audience than the people who created the tool totally makesperfect sense, and se started touching on this already here a little bit. Butyou know one thing you sort of mentioned before we hit record in someof the Communications Y. U I've had o know kind of leading up to thisconversation is this overlap between customer service and marketing, and youwould talk specifically about Y K, delivering tools and data and value ondemand with the goal of creating a great customer experience. I know thisis something you're passionate about something that's core to th thebusiness model at Cadinus, and so wonder if you could kind of unpack thata little bit more for listeners yeah so for on the manufacturing side, thedelivery of CAD monals has traditionally been a customer servicefunction. You know maybe an even engineering function, but someone wouldcall into manufacturer x and say: Hey. I see your on three four. Five. Sixbearing online, can you send me a can model, or maybe they'd email about that,but thit would be its sentit o engineering. They create this model andthey email it back. It was kind of slow.

It was maybe in one format, two formats,whatever they had available and it took somebody to actually do work somebodyout of their function. If it was customer service, I'm sure they havereal customer service functions. They could have been doing were a filsengineering team. They have work to do to so by putting this online, they sortof shift that customer service and they provide the ownership to the marketingteam. This becomes a marketing tool, but it's also serving their customersbetter. So they make it on demand. They cannot deliver these any time of day totheir customers and whatever format they want and any configuration theywant and they get the leads in exchange for it. So it really provides marketingwith a lot of content. Yeah, it's a really interesting approach. I'veconsulted a lot of manufacturing organizations over the last ten yearsor so, and my company has done work for them and Hep try to transform them intomore helpful content, focused organizations, but the perception ofmarketing inside of manufacturing organizations is often you know it'skind of in its own silo, they're, making brochres and they're doing. Whoknows what Wat the website right trade shows exactly and and that- and it'sjust looked at as kind of an expense, and this thing we do. You know we doour marketing stuff over here and often the marketing departments verydisconnected from sales, and it's absolutely not tied very well intocustomer service from what I've seen. So I love that I talk to peoplesometimes who have figured out in the manufacturing soices how to getmarketing in sales working together really well, but this is sort of thefirst time. I've really talked to somebody about how marketing needs tobe such an integral part of customer service. Eyeah. It's funny because I'vehad other marketers say how do you get your sales team to give you access toyour to their customers? I say my sales team doesn't slow me down in the leastthey know once once I get a hold of them or my team gets a hold of themthey're going to love us, because we don't ask for anything. You know. Weknow that we are a marketing tool. We are marketing two industrial marketersand on behalf of industrial marketers, at the same time, so we are all aboutwhatever value ad that we can come up with to help our manufacturing partnerslook awesome and reach their audience and create the customer experiencethey're trying to create that's great. Well, you guys are you know, kind ofyou have a product. You know in a lot of ways your prodoft company you're,also a company that offers a marketing service, which is kind of unique. Soyou know trying to put this all back in contact to kind of put a bow on thisconversation here. What kind of advice can you give considering? WHO OURAUDIENCEIS here executives at manufacturing businesses? What kind ofadvice can you give to take some of these concepts that you've embraced andsort of apply them into their business? This idea of being a helpful marketer,the idea of tying it to customer service. I think you have to understandyour customer and you have to understand the pain and you have tounderstand what they're trying to do for their customer. So you know this issuch a chain of different customers and what our customer needs and what theircustomer needs and what they're trying... do at the end of the day. And howcan you help them? Do that better? So are the manufacturing side, they knowthat their audienceis, the engineer, the architect, so they need to helpthem get the data for their products. Our audience is that manufacture. Sohow can I help them, educate their audience or provide something of valueto their audience or just do their job faster or you know? What can I offloadfrom them? What is their challenge, and how can I help them do that and forevery industry or every market, it's going to be a little bit different, butI'm always looking for ways that I can shine the spotlight on our manufacturesand help them look great at the end of the day. A lot of who I deal with isthe marketing departments at these manufacturing companies. I want them tolook great to their boss, so how do you help them look great to their boss, andwhat can you do to continue that Ino, the future? It's such a simple concept,but I think one that just gets overlooked with all you know: l thetactics and fancy tools out there, and I think I see too many companies gointhere. First throwing darts and trying this tactic or that and really, if youjust start with who are my best customers, what do they care about? Howcan I help create value for them? Well, Adamis was a really great conversationand thrilled that you came on to talk about this because you're in thisreally interesting overlapping world of manufacturing, with a product and beingan industrial marketer. So I think, there's you said unique perspective onthings. So can you tell listeners sort of where the best place to find you isin case they have followup questions or would like to get in touch or yeah,probably for some of them explore the product you guys have to offer yeah. Soour website is park. Solutionscom, our company is called kidinus partsolutions, ore, an international company Park Solutionscom, though hisPA RT solutions plurlcom or they can email me directly at Adam dotback atpart, Solutionscom, awesome aadam. Thank you once again for joining us andfor the rest of you. I hope to get you on the next episode of theManufacturing Executive. You've been listening to themanufacturing executive podcast to ensure that you never missed an episodesubscribe to the show in your favorite podcast player. If you' like to learnmore about industrial marketing and sale strategy, you'll find an everexpanding collection of articles. Videos guides and tools specificallyfor B, to B manufacturers at Grillla, seventy sixcom marter. Thank you somuch for listening until next time.

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