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.
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:
Key Topics and Timestamps:
Connect with our guest: Ken Spaeth