How can legacy industrial brands stay visible when sales seem steady?

Many legacy industrial brands assume that steady sales today mean they will stay strong tomorrow. In this episode, we talk about why that belief can create blind spots for companies with long histories, loyal customers, and strong reputations.Donna welcomes Ken Spaeth from Cutting Tool Engineering Magazine (CTE) to explore how industrial brands can protect their visibility and maintain trust in a market that is always changing. Ken works directly with manufacturers every day, and he shares what he sees separating brands that stay top of mind from those that slowly fade out of view.Together, Donna and Ken discuss why marketing is not an expense. It is a relationship-building investment that keeps your company present in your industry, especially with new engineers and younger buyers entering the workforce. They also talk about the value of consistent messaging, how industry-specific publications support thought leadership, and how print, digital, and AI can all work together.This episode is especially helpful for leaders at legacy industrial brands who want to stay relevant, maintain visibility, and support long sales cycle growth through thoughtful, relationship-based marketing.In this episode, you will learn:Why legacy industrial brands cannot rely only on past relationshipsHow consistent visibility keeps your brand top of mindWhy print and digital advertising still matter for technical buyersHow AI is influencing the buying cycle and strengthening contentThe importance of face-to-face interactions in a digital worldHow relationship-based B2B marketing supports long-term growthKey Topics and Timestamps:00:00 Why legacy brands still need consistent marketing00:53 Introducing Ken Spaeth and Cutting Tool Engineering01:55 Why business still runs on relationships04:34 How AI supports visibility and faster buying cycles07:05 The role of trusted industry-specific magazines09:01 Marketing as an investment that protects future sales12:36 Why consistent advertising matters for long sales cycle companies17:38 The continued importance of in-person meetings22:57 Combining traditional and modern marketing approaches25:05 The long-term value of print and digital advertising29:09 How AI supports storytelling for industrial brands30:39 Ken’s path into CTE and the manufacturing world32:33 Inside CTE’s “Bourbon with the Editor” podcastConnect with our guest: Ken SpaethCutting Tool Engineering Magazine // Website: www.ctemag.comListen to their podcast: Bourbon with the Editor - https://open.spotify.com/show/0kZP6XcglHqnE6wswNzwoI?si=1671d8c15b3540a1 *** Reach out to [email protected] you’d like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

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