Making an Impact in Marketing – Even When You’re Not in Charge
In the latest episode of the Industrial Marketing Leaders Podcast, host Jeff Long speaks with Emily Ting from CCS about navigating marketing roles in manufacturing companies, particularly when you’re not the top decision-maker. The discussion reveals valuable insights for marketers looking to make an impact regardless of their position in the organization.
A significant portion of the conversation addresses the common challenge of marketing being undervalued in manufacturing companies. Emily provides valuable insights for both marketing leaders and newcomers to the field, highlighting the importance of finding internal champions and building trust with leadership. She emphasizes how many manufacturing companies historically grew through relationships, making it crucial for modern marketers to demonstrate the value of new marketing approaches while respecting traditional business foundations.
The podcast also explores the role of content marketing and thought leadership in today’s industrial landscape. Emily discusses her approach to LinkedIn posting and content creation, acknowledging the common struggle with imposter syndrome while emphasizing the importance of sharing knowledge and experiences. She highlights how educational events, webinars, and repurposed content can create lasting value for industrial companies, particularly when video content serves as the foundation.
In the final segments, Emily shares practical insights about marketing tools and resources, specifically highlighting ChatGPT as a valuable asset for content creation and ideation. She emphasizes the importance of proper input and critical evaluation of AI-generated content, demonstrating how modern tools can enhance marketing efforts when used thoughtfully. The episode concludes with valuable advice for industrial marketers looking to elevate their role from tactical executors to strategic growth drivers.
Meet Emily Ting
Emily works at CCS (Creating Customer Satisfaction), where she focuses on machine vision lighting solutions for industrial automation. Her experience includes training in Japan and implementing strategic marketing initiatives in the US market. Emily’s approach combines technical knowledge with innovative marketing strategies, making her insights particularly valuable for industrial marketers.
Key Insights for Making an Impact:
Find Your Champions
- Identify leaders who have a seat at the decision-making table
- Look for open-minded mentors willing to hear new ideas
- Build relationships with influential figures who can advocate for your initiatives
Embrace Continuous Learning
- Stay current with marketing trends and technologies
- Take advantage of educational resources in industrial marketing
- Connect with other industrial marketers for support and advice
Focus on Strategic Value
- Align marketing initiatives with business goals
- Document and communicate successes in terms leadership understands
- Fill knowledge gaps in customer education
Final Thoughts
As Emily’s experience shows, making an impact in marketing doesn’t always require being in charge. By focusing on strategic thinking, building strong relationships, and consistently delivering value, marketers at any level can drive meaningful change within their organizations. The key is to remain patient, persistent, and focused on long-term goals while maintaining a learning mindset.
Remember: Success in industrial marketing often comes from combining technical knowledge with innovative marketing approaches, regardless of your position in the organization. Start small, build momentum, and let your results speak for themselves.
