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 thesecab models 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 executive podcast, where we explore the strategies and experiencesthat are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturingleaders who have compelling stories to share about their successes and struggles, and you'lllearn from B tob sales and marketing experts about how to apply actionable business developmentstrategies inside your business. Let's get into the show. Welcome to the manufacturingexecutive podcast. I'm Joe Sullivan, your host and a CO founder of theIndustrial Marketing Agency guerrilla seventy six. We have another really interesting guest today.Adam back is the director of marketing at Cadina's part Solutions Marketer for nearly twentyyears. Adam is working to transform industrial marketing from look at me to lookat my customer. Adams all about going above and beyond to ensure his customeras the best possible experience. This often isn't considered a direct function of marketing, but Adam knows that those relationships paid dividends into the future. Adam believesthat nobody cares about the features and benefits. Instead, people care about how somethingis transformed a business process or a life. By showing how smart,creative and forward thinking his customers are, Adam can tell a story which isfar more relevant and interesting and puts everyone in a position for success, andthat's exactly why we have him here in the show today. So I'm thatnote. Adam, thanks for joining us, thanks for having me absolutely well.I can't help but notice, in this crazy air where we're all workingfrom wherever we're able to work from, what's going on into your background there. What's the story behind the guitars? Yeah, we are in my basement, extra bedroom closet, which also happens to have my guitar collection up thereon the wall. I play guitar, but I also make guitars for myselffrom that's just one of those things that go on a vacation and buy ahunkle wood and come home and make a guitar and that's my souvenir. Sothat's a couple of them hang on the wall. Yeah, that's awesome.Wow, what a hobby. I know you've been a builder of many thingsthat personally and professionally, I suppose it being a manufacturing guy, but tellus a little bit about, yeah, yourself and your background. Yeah,so I've worked as a marketer for roughly twenty years. I did have abouta three year stand in there where I went and was car builder out inCalifornia, so I got to see and be hands on and really making athing from the ground up, and I think that helps give me a differentunderstanding of the approach to parts and components and the overall end product of amanufacturer or a builder. Yeah, totally makes sense and I know I appreciateyou turned in the camera and despite you know, it's funny like what's inthe background these days of everybody's zoom meetings and everything, and I know fromtalking to you prior to hit and record here that you've somewhere upstairs you've gota couple of crazy kids run and around, which is familiar to me as well. So you locked yourself wherever you...

...can, I guess. Yeah,my wife is on duty right now on her shift, but we basically tagin and out all day. I do have a tw year old that hasrecently mastered jumping and that's his preferred mode of transportation. So if it soundslike there's an earthquake directly above us, that's what's going on right. Loveit. Yeah, awesome, we we do it however we can these days. Awesome. Will you and I first met, I think it was abouta year ago or so, and what really caught my attention was condinus wasin the throes of planning this first ever industrial marketing summit, and so firstI want to talk a little bit about that, but can you give mea little bit of background first, about your company, codinus part solutions.I think you guys are doing some really interesting and innovative things in the manufacturingspace. Yeah, so really to take it even a step more removed fromthat, you know, engineers have a difficult job and that's how we helpmanufactures. 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. When wekind of describe it as a Lego set or whatever, if you're snap andLegos together, you can make something pretty quick. If you had to createevery Lego in the process, that really slows down the process of making thatand sort of stifles creativity. So a lot of engineers are online. They'rehunting for parts, you know, they need bearings and gears and motors ora bench or receptacle, if they're in architect whatever that thing is that theyneed to put in their greater design. They're hunting for them online. They'relooking on manufacturers websites and they want to find those models or a file andgrab it, make sure it's the correct one and they want to put itinto their design and move on. And that's what we do. We helpmanufacturers create a safe representation of their products that they can put on their website. It's Super Portable, it's safe because all the Ip that you could youcan't manufacture that 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 they need.And it's a great lead gend tool, but it's also a customer service tool. Yeah, it's super interesting because it's something I imagine a lot of manufacturersstruggle with is how do we deal with CAD models? We know our customerswant them and but it's a lot of work to, you know, havea solution for this online from scratch, and so you kind of have thispackage solution that can be deployed. Yeah, yeah, so if a manufacturer wasgoing to put up cad models on their website, there's so many hurdlesthere. It's just the volume formats. You don't want to put up yourreal manufacturing models because someone could take that down and take it and make itso you want. You want to have all your ipeo pulled out of itand then you know the timing and delivery and all of that. It allbecomes a challenge and it starts to snowball and that's where we have our toolis. Basically it's a cloud based application and we don't really have cad models. We have the recipe for each of those catamalls, which is what makesit lightweight and portable and you can put this on a website without it beingthis huge storage situation and engineer looks at... on the website spins it around. It comes with the D preview and they're happy with it, they hitdownload and that starts a instance of that actual cat tool in the cloud whichgenerates a model on the fly, has the configured part number and all that, and they get an instant download. The exchanges. The engineer, architectleaves their email address. So that's, you know, it's an understood contentmarketing tactic. Exchange. Yeah, but so unique. You know, it'salmost like this sort of overlap in this area of, you know, theirproduct and content marketing, which is something I don't know if I really seentoo often and you know, it's something that stood out when I first sawthe CADENIS website and I was looking your solution and trying to understand, youknow, exactly what it was, because it's the idea of, say,somebody downloading an Ebook or, you know, signing up for a Webinar. Likeit's a very similar concept there in something that a lot of bad companiesare doing. Not so many doing it well maybe, but you're creating youressentially, you know, allowing your customers to create value for their customers ina way that, you know, most companies just wouldn't even know where tobegin with, I guess. Yeah, I think the closest analog you canmaybe have is the music industry. You know, if if a band isgiven away a free download of a song to promote their album or their tour, it's sort of in the vein that kind of have to give the productaway. Which is the difference this is it's almost a soft sale. Wewhen, you know, we've done surveys over the years four or five timesand our manufacture partners tell us again and again that, you know, thisisn't it's not always a one to one. Usually we see that eighty percent ofthe time when it engineered downloads that model, they do buy 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, as I waskind of starting to mention of a few minutes ago here, that you knowabout this time last year when we first talked, you were planning the firstever industrial marketing summit, which was sort of an event that was tacked ontoo content marketing world, a big marketing industry event. For any of ourlisteners who aren't familiar with that, that takes place in Cleveland every year,right. And what was interesting is, and I think something that just sortof caught my attention by you guys and your philosophy personally, is the ideaof creating value for your audience, as opposed to just sort of, Iwas describe it as blasting a megaphone in their ears and talking about, youknow, mimime and who's all the stuff we do and things we sell andwhy you should buy from us. And and you guys are clearly we're takinga different approach. And so it's one thing to publish blog posts or torecord some short videos of yourself. You guys want as far as to saywe're going to create an entire event just to educate our customers, prospects andreally the manufacturing industry around the idea of how to market your company here inthe industrial sector. And so would let me here to sort of what you'rein spiration was and tell us a little bit about how that event played out. Maybe. Yeah, so our inspiration was that I was looking for eventsto have the typical trade show booth at...

...and I was going to all kindsof marketing events and I couldn't find anything specifically in the Industrial Marketing Niche.There is some betb things and there was some that were way, way BTC, which that's so different marketing from a lot of times from what industrial manufacturersdoing. So we started kicking the idea around and content marketing world seemed tohave a really good industrial audience already in attendance, and so we started talkingwith them. What if we had a day of content and we found somemanufacturers and other marketers and just put them in the forefront and let them talkand create this more is more atmosphere where they can all share ideas and meeteach other and talk about and successes they've had and failures they've had and waysthat they can all grow their business. That's great and so tell me kindof you know, what was the turnout? How did you that go? Well, was anything you learned from it? Yeah, it was. It wasa really good turnout. So we had sort of two days of therewas we had a big cocktail party the night before and everybody came out andwe had pizza and that was a lot of fun because we have, youknow, to a lot of our team as virtual a lot of our clientsare all over the country somewhere all over the world, and it was agreat time just to get everybody together and put a lot of faces with names. There's some people we hadn't even met in person before, which is prettyfantastic 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 theseyou know, we have companies of all sizes. We have companies that haveten products and we have companies that have ten trillion products. Once you lookat all the configurations. We have companies with huge marketing departments and we havecompanies without a marketing department. So it was really cool to compare and contrastand hear them share ideas and kick ideas, new fresh ideas around about how theycan all grow their business. And makes sense and I love bringing theother people with different perspectives and sort of using it as a time and placeto purely educate. You know, there's it's one thing to do to doa live Webinar. You everybody detends webinars where it's really just a product.Pitt tried sort of in disguise and that's not what this was. Yeah,no, we didn't even take the stage. Yeah, I went up as anMC, you know. And it's a shift. It's a real it'sa philosophy shift. I think there's a lot of times where, four orfive, ten years ago, someone from our company would have given an hourpitch about our features and benefits and it's just tiring. Nobody wants to hearit. They want to hear about it in application. They want to hearhow the river hits the road and what that did for somebody. Otherwise it'sjust kind of all fluff and a bolleted list and it's tough to make itinteresting. Yeah, I mean you said it kind of in the intro thatyou sent over to me that you know people are not interested in hearing aboutfeatures and benefits. That's that's not at least not right away, right.They want to solve a problem, right. Yeah, and I as a marketer, I have five hundred blog posts that I've created on our website overthe last eight or so years. If...

I was talking about it features andbenefits every time, it would just be boring for me and it's tough tocreate relevant content when I can meet and discuss what these manufacturers are doing andtalk about the reality of their situation and their audience and talk about it ina genuine way. I think it's just it's more interesting for me to writeand it creates more interesting content at the end of the day, and everybodywins. Yeah, absolutely. Well, the content marketing world is, forthose who don't know, is put on by well the creators, Joe Politzi, who's the founder of 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 thethings that they care about, questions they have, the problems are trying tosolve, 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 turnthem into customers as opposed to just blasting this marketing and sales message at them. And it seems like you guys have content marketing worlds a perfect stage foryou guys, because it's exactly the way. It seems like you're operating on themark. Get in front, right, right, which it's kind of funny. It was questioned buy a few people our audience and it didn't understand. How are we? What's the content part like? Isn't that all likewhite papers and stuff? Will know that is if you're that kind of abusiness. And there's. No, we're not replacing white papers and blog posts. But if you think about each of these cad models as a relevant pieceof content for a manufacturers audience, they have such an arsenal at their fingertips. But they have to see it that way. They have to see that, oh wait, my actual cad data or cat information or product information iscontent that I can, you know, put a form in front of ornot, but that someone wants to consume and creates a marketing opportunity for meand a future sales opportunity. Yeah, and I think that's something that Isee manufactures struggling with a lot, the idea of, you know, feelingscared to give away too much. Well, what if I invite, if Iput this out there, whether it's written content or cad files or youknow whatever, video of me talking about you know some topic that I'm anexpert in. There's a lot of worrying that happens. You know, it'stoo much. Our competitors are going to copy us, a can steal ourcustomers. And I always make the argument that there's a lot more risk innot publishing than in publishing, because the benefits just far away the risk whenyou can earn the attention and trust of somebody and all of a sudden youhave, you know, the right customer engaged with you. Content helps youget found in search engines. Is Helps you start answering questions and earning trust, and all of this is a part of the industrial buying process now rightit's people are out there, are looking for information and trying to educate themselvesbefore they're ready for a sales conversation. Yeah, they're not going to talkto you if you're a manufacturer and you think they're going to like just callyou up out of the blue and want to shoot the breeze before they're fullyeducated. It ain't happening. And so you have to put information out thereso they can self educate, they can...

...test, they can try on yourproduct basically see how it fits, and then you can start to have aconversation about delivery and pricing and all those things totally. I'm completely on boardwith that. I love how you guys are practicing. Can you speak atall to you know, at least from your experience, what kind of impactit's had on your business to take this approach? I mean you mentioned allthe articles, are blog posts you've written over the years. We've done thisindustrial marketing summit. Like you guys, are clearly there to educate and teachyour audience. What kind of impact has it had for you guys? Yeah, our company has been on steady growth for years. From our marketing metricshad been the first few years. I think we five or six X areour web traffic and a lot of it is, you know, we're writingand writing or writing. Then we take another look at it and we say, Hey, our audience of the manufacturer still needs this. You know,they need to they need help educating their customers. What what's in? What'sanother value add that we can do? So what if the new catalog,it comes with a new product, with a whole announcement that we push outthere to the press release wire, but also social media and email. Lastwe do it. We still do all those type of marketing, but it'sall in a you know, the strategy is help our customer murst be moreseen, help them reach their audience and make them be the experts and thesmart, forward thinking companies, and we get brought along for the ride andthat's the great part for us. So we do at these announcements we takehave taken that a step further and last couple years and that we create basicallya how to demo for each manufacturer. So we shoot a video on theirwebsite walking through the pics and clicks how to actually use the tool, becausewe found we're too close to it. Sometimes we assume, oh, everybodyknows how to use this, but some of these manufacturers, their audience,they have never seen one of these tools before. D configurator on their websiteis kind of a foreign idea. So we make a ninety two video andthat's just something that we include because we want it to be easy for themto educate their audience and who better to help them educate their audience than thepeople who created the tool? Totally makes perfect sense, and I see startedtouching on this already here a little bit, but you know, one thing yousort of mentioned before we hit record in some of the communications you I'vehad, you know, kind of leading up to this conversation, is thisoverlap between customer service and marketing, and you had talked specifically about delivering toolsand data and value on demand with the goal of creating a great customer experience. Now this is something you're passionate about, something that's core to the the businessmodel at Coudinas, and so wonder if you could kind of unpack thata little bit more for the listeners. Yeah, so, for on themanufacturing side, the delivery of cad models has traditionally been a customer service function, you know, maybe an even engineering function. But someone would call intomanufacture x and say, Hey, I see your one, two, three, four, five six bearing online. Can you send me a CAD model? or maybe they'd email about that, but there would be its end,its engineering. They create this model and they email it back. It waskind of slow. It was maybe in... format too, formats whatever theyhad available, and it took somebody to actually do work, somebody out oftheir function. If it was customer service, I'm sure they have real customer servicefunctions. They could have been doing or a fose engineering team. Theyhave work to do too. So by putting this online they sort of shiftthat customer service and they provide the ownership to the marketing team. This becomesa marketing tool, but it's also serving their customers better. So they makeit on demand. They can now deliver these any time of day to theircustomers and whatever format they want, in any configuration they want, and theyget the leads in exchange for it. So it really provides marketing with alot of content. Yeah, it's a really interesting approach. I've consulted alot of manufacturing organizations over the last ten years or so and my company hasdone work for them and help try to transform them into more helpful content focusedorganizations. But the perception of marketing inside of manufacturing organizations is often, youknow, it's kind of in its own silo. They're making brochures and they'redoing who knows what was the website right, trade shows exactly, and and that, and it's just looked at as kind of an expense and this thingwe do. You know, we do our marketing stuff over here and offin the marketing department's very disconnected from sales and it's absolutely not tied very wellinto customer service from what I've seen. So I love that. I talkto people sometimes who have figured out in the manufacturing soace how to get marketingand sales working together really well. But this is so the first time I'vereally talked to somebody about how marketing needs to be such an integral part ofcustomer service. Yeah, it's funny because I've had other marketers say, howdo you get your sales team to give you access to your to their customers? I say my sales team doesn't slow me down in the least. Theyknow once, once I get a hold of them or my team gets ahold of them, they're going to love us because we don't ask for anything. You know, we know that we are a marketing tool. We aremarketing to industrial marketers and on behalf of industrial marketers at the same time.So we are all about whatever value add that we can come up with tohelp our manufacturing partners look awesome and reach their audience and create the customer experiencethey're trying to create. That's great. Well, you guys are, youknow, kind of a you have a product, you know, in alot of ways your product company. You're also a company that offers a marketingservice, which is kind of unique. So you know, trying to putthis all back in contacts, to kind of put a bow on on thisconversation here. What kind of advice can you give, considering who our audienceshere, executives a manufacturing businesses. What kind of advice can you give totake some of these concepts that you've embraced and sort of apply them into theirbusiness? This idea of being a helpful marketer, the idea of tying itto customer service, I think you have to understand your customer and you haveto understand the pain and you have to understand what they are trying to dofor their customer. So you know this is such a chain of different customersand what our customer needs and what their customer needs and what they're trying todo at the end of the day,...

...and how can you help them dothat better? So are the manufacturing side. They know that their audiences the engineeror the architect, so they need to help them get the data fortheir products. Our audience is that manufacture. So how can I help them educatetheir audience or provide something of value to their audience or just do theirjob faster or, you know, what can I offload from them? Whatis their challenge and how can they help them do that? And for everyindustry or every market it's going to be a little bit different, but I'malways looking for ways that I can shine the spotlight on our manufactures and helpthem look great at the end of the day. A lot of who Ideal with is the marketing departments at these manufacturing companies. I want them tolook great to their boss. So how do you help them look great totheir boss and what can you do to continue that in the future? It'ssuch a simple concept but I think one that just gets overlooked with all,you know, all the tactics and fancy tools out there and I think Isee too many companies go in there first throwing darts and try and this tacticor that. And really, if you just start with who are my bestcustomers? What do they care about? How can I help create value forthem? Well, Adams, was a really great conversation and thrilled that youcame on to talk about this because you're in this really interesting overlapping world ofmanufacturing with a product and being an industrial marketers, I think there's just havea unique perspective on things. So can you tell listeners sort of where thebest place to find you is in case they have follow up questions or wouldlike to get in touch? Or Yeah, probably for some of them explore theproduct you guys have to offer? Yeah, so our website is partSolutionscom. Our company is called Kiddinus, part solutions or an international company.Part Solutionscom, though, is paart solutions, pluralcom, or they can email medirectly at Adam dot back at part Solutionscom. Awesome. Well, Adam, thank you once again for joining us and for the rest of you,I hope to catch you on the next episode of the Manufacturing Executive. You'vebeen listening to the manufacturing executive podcast. To ensure that you never miss anepisode, subscribe to the show in your favorite podcast player. If you'd liketo learn more about industrial marketing and sales strategy, you'll find an ever expandingcollection of articles, videos, guides and tools specifically for bedb manufacturers at GorillaSeventy sixcom learn thank you so much for listening. Until next time,.

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